Students Produce Marketing Videos that Answer "Why Rollins?"

December 14, 2010

Eleven students were given the opportunity to create video advertisements that promoted a genuine Rollins undergraduate experience. Enrolled in a Global Brand Management class taught by Assistant Professor Marc Fetscherin, students produced three- to five-minute video advertisements that appeal to prospective students and provide reasons why they should apply to Rollins. While working in four teams, they applied marketing and branding principles learned throughout the semester while also following rigorous ethical and legal guidelines.

“This video project allowed students to bridge theory with practice and helped them to really understand the importance of teamwork, strategy and planning as key components of successful advertising,” said Fetscherin. “Students also had to condense a great amount of legal, ethical and branding guidelines to craft what they believed to be a powerful and compelling brand message.”

Fetscherin engaged the Office of Strategic Marketing to help guide the project from beginning to end. Students were provided with a creative brief and brand materials to produce the videos, just as they would if they worked for an actual marketing agency.

The first-place advertising spot for the class project was awarded to the video titled “Lifestyle,” which featured College of Arts & Sciences student Matt Killian (Class of 2012). The ad spot was produced by Rachael Abbott (Class of 2011) and directed by Jose Romero (Class of 2011). The video, which demonstrates a typical “day in the life” of a Rollins student, was praised for its engaging format and overall message.

 “I am pleased that Rollins is able to offer this real-world learning opportunity to our students,” said Interim Vice President for Academic Affairs and Provost Laurie Joyner. “Engaging students in our marketing can only lead to more authentic recruitment messages overall.”

All four videos can be viewed at Strategic Marketing plans to expand its partnerships with faculty and students in the creation of future marketing videos and materials.

Contributed by Nick Friend, Director of Marketing, Emerging Media, Office of Strategic Marketing

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