Crafting a Powerful Message for Mercer University
At And So We Go, we love a creative challenge, and Mercer University certainly brought one to the table. They'd been using the same admissions video for five years, and their overarching brand tagline – "At Mercer, Everyone Majors in Changing the World" – was ready for a fresh take. They wanted us to develop a new video theme that would spark excitement while aligning perfectly with their brand.
The Challenge: "Change" Fatigue
The word "change" is an incredibly powerful theme. It's been used in countless campaigns and movements throughout history. Our task was to figure out how to make it feel new and vital, to inject the concept with a unique energy that would resonate with prospective Mercer students. We had to avoid overusing the word and stay away from cliches.
The Solution: Owning Your Change
After careful brainstorming and collaboration, we arrived at the theme: Change is Yours.
Yes, everybody wants to create change, but what about the power of taking personal ownership of that process? Mercer University doesn't just talk about making a difference; it prepares its students with the knowledge, skills, and experiences to create the change they want to see in the world. We wanted to emphasize this.
The Result: Impactful Storytelling
With our theme in place, the next step was bringing it to life in a compelling admissions video. Our goal was to capture the vibrant, dynamic atmosphere of university life, showcasing a blend of academics, athletics, social activities, and Mercer's commitment to service ("Mercer on Mission").
The final video became a cornerstone of Mercer's admissions efforts. It's played at all university orientations, where it inspires prospective students and their families, giving them a taste of what it's like to be a Mercer Bear and a changemaker.
Lessons Learned
Here are a few key takeaways from our experience on the "Change is Yours" project:
- Simple is powerful: Our theme was simple, yet incredibly potent. It distilled Mercer University's commitment to change into a message that felt personal and empowering.
- Specificity matters: We didn't just talk about abstract change; we tied it directly to the Mercer experience through vivid visual storytelling.
- Collaboration is key: Working closely with the team at Mercer allowed us to ensure the video fully aligned with their brand messaging and goals.
We're so proud to have partnered with Mercer University on the "Change is Yours" video. It's a testament to the power of finding fresh angles within proven themes, and to the power of collaboration in achieving great results!
