Video Recruitment Features

General Observations

This category once again attracted a wide array of recruitment feature pieces with several videos and flash presentations that were heads above the others in the competition. The judges viewed each video keeping the criteria in mind, but found it difficult to compare effectiveness between entries that were two minutes long and features that were 15 minutes or longer. The differences in quality between features produced using a flash presentation and traditional videos appears to be narrowing as technology evolves.

As noted in the 2008 Judges Report for this category, this year's judges expressed concerns about videos that were far too long and the abundance of cliché admissions photos--students peering into microscope, walking under leafy trees (it never rains or snows on campus, rights?) and students reading books in a library. On the plus side, many videos are depicting today's students with requisite technology, laptops, cell phones, PDAs and earbuds.

With as many entries as the category had, it was readily apparent after the first review of all videos that several schools stood out as among the best for the majority of the judges. Several judges commented that they appreciated videos that focused on students being interviewed or offered comments about their experiences. After reading the abstracts, the judges were impressed at how many universities have leveraged internal resources to produce competitive features.

Comments on Winning Entries

Gold Medal

The College of William and Mary-Common Application Video Prompt
(Non-Interactive Features that Use Flash)

• Judges described this video as clever, engaging and spot-on. It targets one of the most nerve-wracking components of the admissions process-the application and the essay-and turns it on its head. It invites students to realize that the essay is not an end to itself. With humor, fast-paced graphics, retro images, references to Facebook on other elements of lives lived with technology, the overall message to students is relax and be yourself because those who review applications know that students can't define themselves in 500 words. The reality is that the admissions process is competitive and daunting and that's no surprise to students. But the message frolics a bit with higher education marketing with a relaxed approach that provides insight. In the end, the judges came to understand why this video has a five-star rating and more than 15,000 hits on YouTube.

Silver Medals

Abilene Christian University - Exceptional, Innovative, Real
(Traditional Video, DVD, CD or Film)

• Abilene's video uses the tried and true concept of the interview/talking head format. Judges described the video as inspirational and meaningful, and noted that it highlighted the institution's values. The video reached its target audience by using quick and poignant interviews with well-paced scenes that were strengthened by music and lighting. The video communicated a branding message of the possibilities for spiritual and intellectual growth.

University of Colorado at Boulder - Enrichment programs
(Traditional Video, DVD, CD or Film)

• This video package features an important component of the university's offerings-enrichment programs. The overall presentation of the subjects is engaging and inviting. It shows the hands-on, experiential aspects of learning in a straight-forward, fresh and appealing manner. It used a traditional approach to a somewhat non-traditional subject. The judges took special note of the fact that the videos were home grown and produced in-house and that thought was given on how to package and distribute to the target audience by setting up a micro-site with the videos and links to detailed information. The micro-site link was emailed to approximately 30,000 prospective students, with more than 10,000. The videos are now part of the presentations for high school visiting and information sessions.

Bronze Medal

University of Kansas - Discover KU
(Traditional Video, DVD, CD or Film)

• The opening sequence is serious and intriguing using chants and footage that manages to communicate that the university has a strong local identity and that it is true to its heritage. The message evokes pride in its flagship status and at the same time, delivers a message that Kansas is home to world-class research and international opportunities. This is appropriate because the target audience is high-ability students. The international offerings are cleverly mixed within the images to show prospective students that the university reaches beyond the confines of Kansas. The judges appreciated the judicious use of chanting and historical footage, and that the important role of athletics does not overpower the understated exposition of the university's best features. This short video (2:45) builds to great ending that is a call to action for prospective students.