Higher Education Marketing

St-Lawrence Releases Promotional Videos

Date posted: October 31, 2011

St. Lawrence College has launched an innovative promotional video campaign. The campaign is a series of five second video clips which promote the school’s four brand taglines:

  • Get Ready For The Next Big Thing: YOU
  • We’re Here to Get You There
  • The Job You Love Is Calling
  • Small-Sized Classes For Big-Sized Dreams

The video clips are quirky, and appeal directly to the school’s 18- to 30-year-old target segment. Developed with Conversated Media, in collaboration with 5SecondFilms.com, the clips are an excellent example of how a school can effectively use the video component of a social media campaign to grab attention.

What makes the clips of particular note is the fact that they were clearly specifically designed for the coveted 18- to 30-year-old viewer’s notoriously short attention span. The short, 5 second timeframe of the clips means that the chances of the intended audience actually watching an entire video (and getting to the call-to-action) is strong. This strategy also works from a social media perspective, since the low time-commitment of the videos may encourage sharing, and thus help St. Lawrence College get a bigger chunk of their demographic’s social media time.

St. Lawrence College from 5-Second Films on Vimeo.

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