Keeping Communications #AboveTheNorm

The renovation of Norman Hall include an overhaul of the historic building’s infrastructure, including new roof, windows, plumbing, electrical system, heating, ventilation and air conditioning, and removal of asbestos and lead paint.

The improvements also include adding many student-centered features, such as configurable classrooms and meeting spaces, more space to boost research capacity, and installing electrical outlets to support student technology needs.

The Challenge

After the initial splash of the kickoff event for the Norman Hall rehabilitation project (#AboveTheNorm), buzz quickly died down. How could we generate and continue engagement with a project that, at times, had very little news of interest to students, faculty and staff, and alumni—our target audiences?

The Solution

Thanks to a tip from Senior Associate Dean Tom Dana, we were able to video the Norman Hall lockers being cleaned out. The combination of artfully captured footage by our creative director and expert editing by our lead videographer, resulted in a countdown style video that maintained interest beyond social media’s six-second attention span.

Mural Design

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Video Production & Campaign

The video alone was great and tested well with internal audiences, but if a tree falls in a forest… We paired the video with narrative copy for the #AboveTheNorm website and used that to launch a new content plan, featuring original stories in our email newsletter, EduGator Insider.

The following week we unleashed the video social.