Project goal: The University of Alaska Anchorage (UAA) College of Health (COH) must double its graduates by 2025. The goal of the #MyDayMyUAA video campaign was to attract Gen Z educational consumers to explore the 45 certificate and degree programs in the College of Health. A portion of the project also focused on attracting qualified nursing faculty to the UAA School of Nursing.
Constraints: It was imperative to create content cost-effectively and ensure highly targeted distribution to maximize return.
The solution: By utilizing student user-generated content (UGC) combined with additional professional footage from Channel Films, I was able to keep costs low while ensuring the student perspective remained the central focus of the marketing collateral. Distribution was completed solely on social media channels important to the target demographic.