Mount Holyoke’s Alumnae Association was in the process of redesigning their online web portal for alumnae. They wanted to create excitement and interest for alumnae registering and using the new alumnae directory and portal as a way to connect with other alumnae; not only friends from their graduating class but across all graduating classes.
To start, three unique and compelling stories of alumnae connecting “Thru the Years” were selected. The problem was, they’d have to film in 4 different countries and on a number of continents. The price tag was daunting. To meet the college’s budget, STA’s creative team devised a way to conduct and direct interviews online via a proprietary process and shipped high definition cameras, computers, and audio equipment to Mt Holyoke alum in multiple countries to achieve a seamlessly-integrated, compelling meetings/stories via online interaction. Then, we directed, captured, and edited the conversations between alumnae.
The college launched the campaign through social media and email marketing to use the hashtag #FindYourPeople, and it was a huge success. STA was contracted to shoot and edit three more stories within months of the launch.