Video Recruitment Features

2010 Circle of Excellence Awards Program
Judges Report

General Comments: Although the total number of entries was low, this category once again attracted a wide array of recruitment features. As in prior years, the judges found it difficult to compare effectiveness between entries that were fewer than two minutes long and those that exceeded 10 minutes. Many videos were far too long and unadventurous; they were filled with cliché photos and the scripting did little to differentiate one from another. On a positive note, the better ones in the bunch used upbeat music and attempted to create something that would catch the attention of today's students.
The range of reported resources was astounding -- from $200 and three staff to $100,000-plus and more than 20 staff (one entry reported a zero-dollar budget, which all of the judges found hard to fathom.) The difference in the quality of the videos was similarly disparate; in many cases where the concept was good, the execution was weak.

None of the videos stood apart as a Grand Gold or a Gold Award winner and no awards were given in the non-interactive flash subcategory. The two silver winners and one bronze winner came from a small pool of entries that the judges all agreed were good. While we all hoped that one would break the mold and do something completely different, our expectations were left unmet.

Silver Awards
LIM College - Open House Video
(Traditional Video, DVD, CD or Film)

Although it was a tad long, this video had excellent pacing and great music and energy; the judge's were convinced that it works well for the intended audience. To give prospective students a preview of what their life will be like, the video takes them through a day in the life of an LIM student - from waking up to an alarm in the dorm and getting ready, to getting on the subway and interacting with professionals in the city. The background whisper of "Fashion is Freedom" in English and Spanish was an interesting way to highlight secondary messaging. The judges suggested that better quality graphics would be more noticeable and greatly enhance the video (the factoids were competing with the images, making them hard to grasp on the first viewing).

University of British Columbia - UBC 2009/Faculty Video (Vancouver)
(Traditional Video, DVD, CD or Film)

Judges described this video as spot-on for meeting its goal of "demystifying the notion of a university professor for prospective high school students" in a way that is engaging and easily understood. Professor Joanne Fox comes across as human and accessible and it is easy to envision being one of her students and interacting with her in the classroom, on campus, or beyond the borders of the university. The length is just right (1:47), keeping the viewer's interest while getting across all of the appropriate messaging. On a less positive note, the judges thought the supporting B-roll could have been far more interesting, given the beautiful surroundings. While the concept was very well executed, the quality of both the audio and video was weak.

Bronze Award
St. Stephen's & St. Agnes School - Experience SSSAS
(Traditional Video, DVD, CD or Film)

Overall, the judges thought this video had a great and consistent production, look, and flow. Once again, the length was somewhat daunting (5:44), but the judges agreed that the piece met its goal of "bringing the mission of the institution to life through the eyes of its students, faculty, parents, and alumni." The script was well thought out and the pacing was excellent, which kept everyone watching it to the end.