In 2017 I directed a team of photographers, videographers writers and designers for a multi-channel campaign to incentivize former students to complete their degree through the University of North Carolina at Chapel Hill.
An unplanned pregnancy. An opportunistic job offer. An unexpected illness. For these and countless other reasons, thousands of college students drop out of school every year. UNC Chapel Hill wanted to reach out to the thousands of their former students an offer them the opportunity to complete their degree through online, part-time and self-paced correspondence courses.
Telling the story of three former UNC students who dropped out and came back to complete their degree, this regional television spot lets thousands of other former UNC students know that they can achieve their lifelong dream of earning a degree from Carolina.
This series of print ads asks former students to want more, to learn more and be more.
After driving prospective students to the campaign microsite, prospects are remarketed to keep the UNC program top of mind.
The ultimate goal of the multi-channel campaign was to drive former students who left UNC to sign up to finish their degree online, through part-time classroom courses and self-paced correspondence courses.