NMSU Gets Social with Student Recruitment Efforts

The Project

New Mexico State University (NMSU) recently engaged CultureSpan to develop a campaign that would raise awareness of the University among Spanish-speaking students and parents. As students of culture, we were happy to adapt a unique approach that would resonate with students and parents alike.

 

The Approach

NMSU has quite a diverse student population and boasts a 58% Latino population. In many of our previous university campaign projects, we are tasked with developing messages in both English and Spanish, using our proven transcreation method. However, we were thrilled when NMSU wanted the campaign to be developed and produced in Spanish exclusively. This certainly represents the University’s understanding of the need to reach out to the ever-growing Hispanic population across the southwest and even nationwide. Over the years we have conducted several focus groups, focusing on the University experience, gaining valuable insight from the perspective of students.

The goal of our first video, Notification, was to make it feel as if it were created from the perspective of an NMSU student. To do this, we recruited talent reflective of our target demographic to help us capture what it means to be an NMSU Aggie. Once we had our cast in place, we explored the NMSU campus to create a visual storyline that captured the essence of life on and off the campus. From well-equipped nursing labs, to a Luchador-themed food truck that serves tacos to thousands of students a semester, we sought to create a portrait of NMSU that featured something for everyone.

Our second video, Reel Life, follows a student named Laura who periodically captures her student life via videos and images. Similar to many students who do the same, Laura sends her mom updates of her campus life experience. Through a variety of filming techniques mixing video and photo stills, we created :30 second and :15 second videos that would feel right at home on any college student’s social reels. Taking inspiration from actual social media posts, we brought a distinctive and candid energy to all assets created.

The Outcome

Our client was more than pleased with our unique approach to the development of the creative. The campaign has just recently launched and we look forward to monitoring its performance and results. If the positive reception we received from the featured students is any indication, we have high expectations for the performance of these commercials.

Each project we take on allows us to find new and interesting ways to deliver on the marketing requests of our client. We’d love to do the same for your initiatives.

If you’re thinking about new creative or a refresh of your existing direction, get in touch with us at info@CultureSpanMarketing.com today!