Strategic Objectives
- Showcase the Department of Design and Merchandising's strong industry connections with leading brands
- Highlight the required internship program as a competitive advantage for prospective students
- Provide current students with authentic peer insights about internship expectations
- Create versatile content usable across multiple platforms (departmental website and social media)
- Demonstrate the real-world application of skills learned in the program
We took a multi-faceted approach to content development:
- Created student-centered video narratives highlighting authentic experiences
- Balanced professional insight with relatable student perspectives
- Designed content with dual deployment capabilities (primary use on the departmental website with optimized versions for social media)
- Structured interview questions to extract both inspirational and practical advice
- Emphasized the journey from classroom to industry, showcasing the department's role in student success
Despite the recent launch of this content series:
- Videos are outperforming other Department of Design and Merchandising recruitment content by 300%
- Created evergreen assets with long-term utility for multiple departmental objectives
- Established a content framework that can be expanded to feature additional internship experiences
This campaign demonstrates sophisticated content strategy by:
- Converting a program requirement (internships) into a compelling marketing asset
- Creating content that simultaneously serves recruitment, retention, and student success goals
- Highlighting the department's industry connections through authentic student storytelling
- Establishing peer-to-peer knowledge transfer that enhances student preparation
- Developing flexible content assets that work across multiple platforms and objectives
