President’s Annual Report

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.