This campaign highlights the strategic integration of authentic student voices, program-specific attributes, and targeted optimization to create compelling recruitment content. By centering current student experiences while emphasizing program distinctiveness, this video series provides prospective students with genuine insights that support informed decisions about their academic futures at CSU's College of Health and Human Sciences.
Strategic Objectives
- Provide prospective students with authentic 3-minute program overviews featuring current CHHS students
- Implement SEO strategy tailored specifically to 16-20 year olds, developed in collaboration with Assistant Director of Communications, Avery Martin
- Showcase student identities and personal connections to their chosen majors
- Highlight the professional relevance and career pathways associated with each program
- Feature distinctive lab experiences and practicum opportunities identified by academic units
- Emphasize the supportive faculty-student community that defines the CHHS experience
- Reinforce program validity through accreditation messaging
- Capture the vibrant physical and social campus environment
- Create dual-purpose content that benefits both recruitment efforts and featured students' portfolios
Content Strategy
- Each video follows a strategic content framework that addresses key prospective student considerations:
- Student introductions providing relatable peer perspectives
- Personal narratives explaining why students chose and continue to love their major
- Exploration of how academic programs align with personal and professional aspirations
- Insights into future career pathways and professional goals
- Direct advice from current students to prospective students considering the program
- Visual documentation of distinctive hands-on learning environments
- Representation of the community atmosphere between students and faculty
