Digital Marketing Case Study

Case Study of a State University

In this detailed case study, you’ll learn how I created an international buzz, outranked major universities in search engines, and sold-out a summer filmmaking workshop in 4 months.

Summary

In 2011, our principal was hired by a university to provide marketing direction, strategy, and execution services for an international workshop for filmmakers.

The workshop was on the campus of the university and taught by over a dozen Hollywood movie directors, producers, visual artists, and actors. It included field trips to Hollywood movie sets and TV production studios. I was responsible for leading the marketing and communication teams.

In my role, I was responsible for the following areas of practice:

  • Project Leadership and Team Management;
  • Workshop Brand Identity Package Design;
  • User Interface & Experience (UI/UX) Design + Development;
  • Search Engine Optimization (SEO);
  • Online, Radio & Print Media Planning & Buying;
  • Public Relations (Releases, Briefs, Advisories, Interviews, etc);
  • Social Media Marketing Campaigns & Promotional Contest;
  • Marketing Management (Budgeting, Committees, Presentations, etc);
  • and Web Analytics and Campaign Reporting.

Contract Engagement: 6 months

Challenge:

The university workshop was a new initiative. Upon auditing the project, I discovered one web page and one flyer from a previous failed attempt to launch the workshop initiative. The workshop required creation of a full brand identity system and production of new creative assets.

My team and I were given 6 months to build the workshop creative assets and marketing materials to promote the workshop nationally and internationally. Our marketing budget was $10,000.

Results:

We created a new brand identity system (logos, stationary, flyers, t-shirts, street banners, booth banners, print ads, etc) to maximize awareness and create a seamless brand experience. We conceptualized and launched an integrated communication strategy to promote the workshop across owned, earned and paid media channels.