CREATIVE DIRECTION / COPYWRITING
Holiday Wishes from dear ol’ U
Finding joy via the ubiquitous university holiday message
Some things are universal in higher education. A regular influx of new student faces, more bureaucracy than one would expect — and a surprisingly powerful desire for university leaders to connect with their constituents each holiday season.
Having led in-house teams for multiple universities, I’ve become both familiar and grudgingly fond of the annual holiday message.
Just don’t ask me to start thinking about it in April.
Approach
Generally, projects like these begin via a conversation with the university’s president or chancellor. Afterwards, internal brainstorm sessions help the creative team hone in on a handful of concepts.
A series of moodboards, scripts and proof-of-concept drafts are generated. Followed by several rounds of input, feedback and questionable suggestions from the ever-growing cadre of stakeholders.
Once a direction has been chosen, the creative team dives into production.
Insight
Though I may enter these projects as a skeptic, I always leave with a renewed sense of purpose, community and delight. AKA, the Grinch Effect.
Impact
Projects like these generally don’t benefit from huge numbers or measurable ROI. Instead, they serve as a gentle and much-needed reminder that the strongest brands — and the best universities — are those that consistently deliver both reliability and delight.
Partners:
RMooreMedia / Chuck Creates / Torch / Starry Eyed Creative