Bridgewater State University (BSU) has a long history of providing top education, dating back to its founding in 1840. In 2010, the then-College acquired its University status. With this historic change and the expansion of their facilities, BSU wanted to elevate the University’s image and communicate the message of a “new BSU.” We worked closely with BSU to provide a meaningful strategy to accomplish their goal.
We approached the new site first by deconstructing the old, with a new architecture, targeted messaging from one voice and improved usability specifically for current and prospective students, parents, alumni, faculty and staff. The content rich homepage provided BSU facts, Twitter, events and news feeds.
Strong visuals, social engagement and targeting concise messaging for the way prospective students accessed information was key in designing the new site. Interior section landing pages provided easy access to video and photo slideshows. For more text heavy pages such as course information, accordions and other interface methods were utilized to simplify the experience by layering content.
Social channels are becoming a larger and larger part of every university’s marketing and recruitment efforts. For BSU we created a social channel dashboard allowing visitors to access all their social channels with a live stream of tweets, Facebook posts and YouTube video. The social dashboard can dynamically sort by channel.
To further promote admissions, a single page, highly visual parallax microsite was built called “You Decide.” As a guide for prospective students and lifelong learners, the microsite provided a snapshot of the University including video of the campus, academic offerings, student experiences, and direct Twitter feeds, ending with a call to action for more information or to apply. The microsite was promoted through the University’s social channels. Unique visitors are over 84% of the visitors. There have been over 10,000 visits since its launch in October 2012.
Broadcast commercials played a key role in enhancing the BSU image as well as promoting the new BSU. The “Bridgewater Stories” video series were thematic, centering around BSU's academics, study abroad and externship programs, and alumni. We concepted and shot all footage for the commercials on location in Bridgewater, Boston, Washington D.C. and Cambodia. The “Bridgewater Stories” commercials aired on broadcast television throughout New England.
WATER FOR CAMBODIA
For prospective students, seeing themselves at Bridgewater and introducing them to the academic experience through interviews and b-roll is a key motivator for them to apply. With this in mind, we filmed on campus over several days and created short clips for the University, Academics and Student Life landing pages of the site.