Best of CASE District V Award
 

Institution: Miami University

Title of entry: When I Grow Up Video

About this entry: "When I Grow Up" is a short, promotional video that focuses on the transformative power of the Miami University experience. It depicts children who dream of bright futures and shows how they achieve their goals with a Miami education. The primary audience for this video includes prospective students and their families. Secondary audiences include current students, alumni, and the Miami community. The goal of the video is to convince prospective students and their families that Miami can help them achieve their dreams. For current students, alumni, and the Miami community, the goal is to help them serve as ambassadors for a key tenet of the university brand: Miami helps students achieve extraordinary success. The video was shot over the course of two months. A casting call was put out for actors who could play the parts of childhood versions of current Miami students who had already been featured in promotional videos. University Communications and Marketing (UCM) cast the video, created a storyboard, and wrote the script. UCM then filmed the child actors on location, building and lighting sets and capturing sound. In postproduction, UCM video editors stitched together scenes of children expressing their dreams and Miami students living them. All color correction and sound editing was done in house. The video lives on YouTube and has gained enough campus buy-in to be turned into a digital brand campaign. Also, the spot has aired at several large university events.