Best of CASE District III Award
 

Institution: Clemson University

Title of entry: What Lies Beneath

About this entry: Clemson’s let’s begin brand was the catalyst for this integrated storytelling and awareness campaign. Undergraduate biological sciences student Erin Griffin was selected as the brand subject with her cutting-edge marine research as the proof point for her success.

Our team’s method was three-fold:
Explore. Storytellers across the marketing division front-end planned and managed every aspect of the Clemson research story to identify and execute the best and brightest deliverables across print, video, digital and social.
Position. Clemson positioned itself as a thought-leader to grow University brand awareness regionally and nationally.
Narrate. Audiences were empowered and inspired to understand the important scholarship and discovery happening at Clemson … without Clemson ever having to say how impressive it is as an institution.

The marketing and communications integrated storytelling team turned its focus from the research to the reader to provide clear value across video, photo, writing and graphics on a topic that we often get limited engagement on: research. Clemson World magazine, the University’s social channels (paid and organic), ConnectedTV, digital paramount ads, web and outdoor all were employed in unique ways to tell different parts of this story, providing key insights into our programs while highlighting a student journey that reflects one of the institution’s key brand values, “humility.”