STRATEGY DIRECTOR
JULIA WALSH | Experience Stories
CLEMSON UNIVERSITY
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Role:
STRATEGY DIRECTOR
Date:
OCT 2024
Episode 1 of a new concept series highlighting student athlete experiences at Clemson University.
Aligning storytelling opportunities with strategic plan goals.
BACKGROUND
The Student Athlete Experience Series was born out of our desire to tell more impactful student stories through the lens of Clemson's popular athletics programs.
We were requested to create episodic content for Clemson's proprietary media platform Clemson+ along with university social channels YouTube and Instagram. ​
INSIGHTS
Telling student stories is essential to the development of Clemson's brand perception. I've identified this as a way we are able to authentically influences target audiences to engage with key action points through the use of inspiration, nostaligia and aspirational stories.
Strategically we needed to diversify the kinds of students we highlighted, and stories we told, to better represent different student perspectives. Telling the story of the rowing team captain created an opportunity to do this. ​
OPPORTUNITY
1. Diversifying storytelling opportunities to highlight different student identities and perspectives for recruiting goals.
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2. Create new deliverable series and assets to diversify storytelling opportunities and outlets for future goal setting.
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3. Leverage new ways for athletic recruitment materials to be distributed.
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STRATEGY
Create a video series identity focusing on the perspectives of student athletes. Using the narratives from their reflections on experiences at Clemson as a marketing tool to be used to influence CTA outcomes from prospective and current students, alumni and industry partners.
Distribute series content through owned channels such as YouTube, Instagram and Clemson+ ​
DELIVERABLES
