With the cost of college soaring, student debt is a hot-button issue. To combat this issue, the University of Bridgeport introduced the Connecticut Promise to help reduce the cost of its private education for in-state students. In addition to creating awareness around the program, UB tasked Hatch with supporting a goal that any college has—increase student enrollment.
A Creative Idea
When UB approached Hatch, the Connecticut Promise was an idea to create a program that offered affordable private education to in-state students at a cost similar to state school. The initiative states that after financial aid and grants, no in-state incoming freshman will pay more than $18,500 for tuition, fees, and room & board. Hatch devised a strategic plan to incorporate both motion graphics and public relations to deliver a cost-effective marketing campaign.
Creating the Look
Hatch turned to motion graphics and animation to create a bold and dynamic video that explains the Connecticut Promise in an interesting and approachable way. While Incorporating the UB’s traditional purple and orange school colors, we also introduced a few brighter colors for a palette that caught the eyes of our younger demographic and lifted off screens when played in social media feeds.
Getting the Word Out
Our communications team put together a PR plan to increase awareness of the program throughout Connecticut and to leverage UB as a national trendsetter by capitalizing on a current news topic. Using a widely distributed news release, the digestible video, and targeted pitches, Hatch secured coverage with both local media and national higher education trade publications. Implementing the PR plan succeeded in spreading the word about the available Connecticut Promise program and positioning the university as a thought leader in the challenge to make higher education affordable.