MINNEAPOLIS COLLEGE of ART & DESIGNPRESENTS
E N T R E P R E N E U R I A L S T U D I E S :
180A video series
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CREATIVE BRIEF: THE TASKASSIGNMENTTo inform potential transfer students from other colleges, and within MCAD
about the Entrepreneurial Studies (BSc & Adv.) program at MCAD.
OBJECTIVETo engage potential transfer students in the Entrepreneurial Studies (BSc)
program resulting in a postive quanitative result in terms of transfer
students admitted into the Entrepreneurial Studies program for the 2014-15
Academic Year.
CREATIVE BRIEF TARGET AUDIENCEPRIMARy - Potential transfer students from other colleges. They’re men and women
between the ages of 18-25.
SECONDARy - Potential transfer students from within MCAD.
RequirementsNew identity for the project. Which includes a logo, theme, copy, design & messaging.
Deliverables1. A presentation at the end of the semester that showcases our completed and
ready-to-implement video campaign.
2. A complete video campaign, including 9 individual segments that can be combined
comprehensively. In addition, one complete short film compiling all footage into one fi-
nal Entrepreneurial Studies video showcasing a wide-range of ES Students and Alumni.
3. A press kit, which includes postcards, mass and personalized emails, posters,
brochures, teasers, media deliverables, etc.
CREATIVE TEAMTSANA ALLEN - project manager
ANTHONy KONIGBAGBE - Creative Director
DESI PANEK - Lead designer ELIZABEth AVILES - Marketing Director
JENNA BALLINGER - Producer & Publicist JENNy KUNSTEL - Lead Researcher
CHRIS PECK - Cinematographer
Project Development Art Direction
Graphic DesignEntrepreneurismPublic Relations
Communications & Copywriting+
FIlm=
Advertising Project
CAITLIN SIDEy - ClientROB DEWEy - coachJERRy ALLaN - Chair of BscWILl MULLEN - Dir. of Admissions
INVOLVeMENT
TIMING & TIMELINE
Timing is key, Placement is Key and
innovation is a must. In a stage
where the BSc program are shifting
to a branding structure entitled:
Entrepreneurial Studies.
the timing is perfect to tell
the program’s story and shape
the voice of its community.
1997 -
1999 -
2o10 -
2011 -
2012 -
2013 -
Bachelor of Science:Program is Created
VISUALIZATION STUDIO is OFFERED
Jerry Allan becomes Chair of BSc
MIDPOINT:BSC & ADV ALUMNI SHOWCASE
TELL yOUR STORy
ENTREPRENEURIAL STUDIES: 180º
BAchelor of Science Program Entrepreneurial Studies
The Entrepreneurial Studies (BSc) program at MCAD serves as a bridge between the creative and business worlds. The program allows for students in the program to be an entrepreneur of their own education. This is a critical year as our program takes a shift to brand itself as Entrepreneurial Studies, a program dedicated to facilitating creative students’ resourcefulness and determination.
SItuation: Name Change
From Bachelor of Science: VisualizationTo Bachelor of Science: Entrepreneurial Studies
THE BIG PICTURE
A program tailor-made for experienced, passionate & motivated creatives.
An admissions push or Advertising Campaign to capture the voice
and universal appeal of the program.
RESEARCH: Identify Potentials
“A majority of the of students coming into and thriving in the BSc and Advertising programs are transfer students. “
- Willam Mullen Dir. of Admissions
RESEARCHPotentials - potential transfer students from other colleges. They’re men and women between the ages of 18-25. Their concerns would are that their current program is not suiting their needs, and simply haven’t discovered Entrepreneurial Studies yet.
- Transfer Students
- 18-25
- Have a visual understanding of their passion and aspiring profession.
- Looking for the 4-year program that intergrates business, design
and real-world clients.
RESEARCH: INTERnal & External
1/31st year
37%2nd year
30%during 4 year
transfer Students70% Work 30hrs/wk90% look online for colleges
“I WANT A PROGRAM THAT FITS ME “
% rates of transferring During College
1/4 of students transfer more than once within their second year
IDEATION
THE INNOVATIVE SOLUTION
An interactive video campaign, showcasing standout ES students & alumni
and their respective real-world, global experiences and interactions.
PRE-PRODUCTIONit’s A LONG PROCESS
- PRE-PRODUCTION Started here
BSc: MPLS & bEyOND13 years | 120+ Graduates | 472 Internships | 92 cities globally
1 Program
Graduates of The BSc program often venture beyond Minneapolis to
industry hotspots such as:
NEw york
Portland
Dubai
London
...Just to name a few.
PRODUCTION
“Individual interviews are critical to most design research, since they enable a deep and rich view
into the behaviors, reasoning, and lives of people.“- Human Centered Design
PRODUCTIONFILMING9) 45sec-1min Student & Alum Interview Segments
- Documentation of various BSc-fueled projects
- B-roll: workspaces, internship sites, Minneapolis locale
(1) Final Cut - All 9 segments compiled & arranged
INTERVIEWSLOCATIONsEDITING
CASTJONATHAN ROdriguez 2014
caitlin sidey 2012
christina Chen 2013
Anthony konigbagbe 2013
Katherine Lombardo 2015
Quinn Wilson 2015
Jessi Aylward 2012
zamin Dharsi 2011
JAke szymanski 2010
Entrepreneurship
Project management
Marketing & branding
Creative Direction
Project Management
event planning
Account Planning
Social Marketing & PR
BRand Strategy
DESIGN, BRANDING & MESSAgingMINNEAPOLIS COLLEGE of ART & DESIGN
PRESENTS:
E N T R E P R E N E U R I A L S T U D I E S :
180A video series
º
DESIGN, BRANDING & MESSAgingThe ES Program is designed to house visionaries and provide the tools to -
Get Lost in a world of possibilities.
Create
A new path to your future while building your own curriculum.
Explore
Opportunities to enhance your education.
Pivot
Use your talents in any direction you wish.
Drive
your Passion, your Future. your Dreams.
IMPLEMENTATION: STAGE 2 PRODUCTION
A team of SPRING 2013 PROCESS OWNERS
PREMIERE EVENT April 5th | Auditorium 150
- Question and answer session with Producers & Cast
- Catered after-party in Student Center
GALLERy PRESS KIT:
Posters
Postcards
Invitations
Trailer
IMPLEMENTATION: PLACEMENT
In an age where information is absorded best digitally,
visually & daily, Utilizing a short informational video format
will prove to be the best medium to tell the program’s story
and shape the voice of its community.
A viral video series
IMPLEMENTATION: SOCIAL MEDIA CAMPAIGN
Vimeo
yOutube
Tumblr
- Create Facebook EVENT & LIKE PAGE
- CREATE a ES PROGRAM Twitter
- Implement Campaign on Vimeo
- Implement Campaign on yOutube
- Maintain an ES Program Tumblr
By utilizing current BSc students and an
experienced BFA Film Alumni to create a video
campaign,the ES program can begin its brand
paradigm shift with a new and exciting video
series that will attract potential students
of all backgrounds and experiences.
LET THE STUDENTSSPEAK & NEW STUDENTS WILL COME.
THE BIG PICTURE {zoomed in}
Quantitative - a positive quantitative
result in terms of transfer student into the
Entrepreneurial Studies program for
the 2014-15 Academic Year.
qualitative - An increase of awareness and
understanding, inside and outside of MCAD
about what exactly the Entrepreneurial Studies
program is and can offer.
% INCREASE
AWARENESS&
UNDERSTAnDING
OUTCOMES
THANK yOU