Highland Community College is a public community college in Freeport, Illinois serving more than 2,000 students pursuing a certificate or degree, advancing their careers, engaging in lifelong learning, and participating in cultural events. After completing several successful initiatives and a strategic reimagining of the institution’s future, the college’s president was eager to share her vision for the college’s next 60 years. The goal was to develop something more engaging than a traditional printed president’s report that would inform, inspire, and showcase the myriad ways Highland is enhancing its programs and creating more meaningful educational experiences.
Chartwell Agency worked with Highland to reimagine the way the college could communicate with its students, donors, and community. Instead of a traditional annual report, Chartwell helped Highland frame a president’s report video, landing page, and accompanying print piece.
Working within the framework of the college’s new marketing campaign, “It’s All Here,” Chartwell created a video highlighting the key messages of community, innovation, and expansion. The president’s report video explained the college’s impact on the region’s higher education landscape, detailed pipelines of talent being developed at the college, communicated major accomplishments, and highlighted upcoming priorities. Ultimately, the video laid critical groundwork for a future call to action for support.
The long-form video featured the president delivering a robust narrative over still shots of the campus’ history, sweeping ariel views of the campus today, and video of students in varying programs and facilities at Highland.
Creating a video was just part of the equation – Chartwell also needed to ensure it would get the views it deserved. An accompanying direct mail piece was sent to every resident in the district and a QR code invited recipients to learn more by visiting a landing page that housed the video. The direct mail and landing page extended the life and reach of the message well beyond that of a traditional annual report.
Leveraging its expertise in higher education marketing, storytelling, and videography, Chartwell Agency was successful in helping Highland Community College:
Chartwell Agency specializes in education marketing, working with public and private K-12 schools, community colleges, and universities to expand awareness, enhance student populations, and engage with current and potential donors.
