I love thorny marketing challenges, and the Race in America summer-term program offered by HECUA certainly presented one.
The breadth of the program is difficult to communicate in standard promotional material. The program is a fast-paced tour of sites of resistance in the American South – enrolled students travel to four states over the course of three weeks in June. It presented an interesting problem: how could we highlight the geographic terrain covered without trivializing the significance of each individual site?
My solution: a digital promotional packet that highlighted individual stories, paired with an ArcGis-supported tour of every site.
Sample promotional cards, created for the digital media campaign.
The link to the digital tour can be found here. A still image is linked below.
This promotional packet was distributed to HECUA board members, and a paid and organic digital campaign was designed to spread the word to prospective students.