We Fit Your Schedule - Case Study
Introduction
Primavera Online High School is one of the nations leading online high schools. After being founded in 2001, Primavera quickly grew to become the largest high school in Arizona. However in 2012, the online education market began to shift. Interest in online schools had begun to decline and the trends indicated that these numbers were going to continue to drop. Our goal was to help Primavera compensate for the decreasing demand and increase their enrollment numbers for the fall of 2013.
The Challenge
The online education market exploded in Arizona in 2010 and became saturated with very similar messaging and offerings from the different schools. Our challenge was to create a comprehensive campaign that differentiated Primavera from its competitors, and take it from concept to completion in one month. We began researching different options for producing this type of a campaign, and we came across the idea of doing a stop motion video. We wanted represent how Primavera takes elements of traditional learning and applies them to a digital context. Stop motion allowed us to do a clever play on this concept, and take an analogue method of animation to represent a digital experience.
The Process (Behind The Scenes):
Our team came together to produce a script, animatic, storyboards, and the artwork for the video. These assets were also the foundation for print and digital aspects of the campaign. From the original artwork we created print and digital ads to funnel traffic to a landing page designed to capture the leads. We created the video below to reflect on our process of creating the initial artwork and video. Enjoy.
The Results:
The final result was a campaign that spanned across traditional media channels, print ads, and digital media. After running the campaign for three months we were able to:
These results were achieved by excellent insights and feedback from Primavera combined with an incredible collaborative effort put forth by the team at StrongMind.
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