Results and Impact:
- Growth from 8 featured students in 2023 to 13 students in 2024 (62.5% increase in representation)
- Created visibility for a significant demographic (27% of CHHS students)
- Developed multi-purpose content serving both celebration and recruitment goals
- Provided professional photography assets to students, adding tangible value to their participation
- Established a replicable framework for future first-generation student celebrations
Campaign Objectives:
- Celebrate and amplify the voices of first-generation CHHS students
- Create relatable content showing diverse paths to success in higher education
- Develop recruitment materials that authentically demonstrate CHHS's inclusive community
- Provide professional photography assets to featured students for their personal use
- Increase engagement with current and prospective first-generation students
Strategic Approach:
We took a user-generated content approach, allowing students to tell their stories in their own words. This authenticity was crucial for creating relatable content that would resonate with both current and prospective students. By combining professional portrait photography with personal narratives, we created multi-dimensional content that humanized the college experience.
We took a user-generated content approach, allowing students to tell their stories in their own words. This authenticity was crucial for creating relatable content that would resonate with both current and prospective students. By combining professional portrait photography with personal narratives, we created multi-dimensional content that humanized the college experience.
Implementation Process: The one-month campaign coordination involved:
- Initial outreach to identify first-generation student participants
- Development of five targeted questions designed to elicit meaningful stories
- Professional portrait sessions providing students with dual-purpose photos (campaign use and professional development)
- Creation of cohesive graphic elements for social media distribution
- Integration into the College's news feed for expanded reach
Participant Feedback: The campaign not only achieved its strategic goals but created a positive experience for the featured students:
"YOU DID SUCH A GREAT JOB, ASHUR! 🙂 I love all 10 photos! Thank you so much!" – Featured Student
"Yes, of course I was glad to do it. Thanks for the opportunity, the photos turned out great!" – Featured Student
"Being a first-generation student is both an honor and a responsibility. I've had to figure out a lot on my own, such as navigating college life, applications, and career planning, without having someone in my family to guide me or share their experiences. To me, these decisions are a symbol of opportunity in my life."
"Being a first-generation student is both an honor and a responsibility. I've had to figure out a lot on my own, such as navigating college life, applications, and career planning, without having someone in my family to guide me or share their experiences. To me, these decisions are a symbol of opportunity in my life."
This quote exemplifies why campaigns like this matter – they acknowledge both the challenges and triumphs of the first-generation journey, creating visibility and community around shared experiences.
