Web Case Study: Fulfilling the Need for a Unique Approach to College Recruitment

Creative Approach

Getgoingtoday.org was designed as a platform for Drexel University’s new brand voice: a voice that embodies rebellion, authenticity and inspiration. The challenge was to capture the attention of prospective students in a manner that didn’t come across as just another heavy-handed marketing campaign. It had to feel entirely authentic; not just to potential students, but it had to carry its relatable, believable voice through to all human beings in general. It needed to be real.

In need of a place to start, we did quite a bit of web sur?ng and investigated what positive messaging and media is currently being shared across the popular social channels. We noticed—and were interested in—a higher-than-average occurrence of users sharing inspirational quotes with each other: to be funny, to be uplifting, to be friendly...the phenomenon seemed to carry just as much weight digitally as it did in a literary sense, which was in turn, inspiring. From here, we decided to try and push things further and create a large amount of independent, sharable assets formatted for all populate social media channels that could also collectively live as one highly sensory story.