https://www.youtube.com/watch?v=hGUQkB9rjYQ
A new, 30-second highlight of the university’s attributes hit the airwaves this week after months of work by campus staff members.
The commercial will air 3,113 times during the next two months in Colorado Springs, Denver and Grand Junction, according to Greg Hoye, director, Marketing Department. The goal of the ad is to raise awareness of the university with prospective students and to encourage them to apply for admission.
“The enrollment marketplace for higher education has become much more challenging in recent years. It is more important than ever that UCCS tell its story in such a highly competitive market,” Hoye said.
Making a 30-second commercial is no easy task. And unlike many universities which hire expensive advertising agencies or production companies, the UCCS commercial was produced in-house with existing staff, a limited budget and sandwiched between other projects.
“We started this project in May,” Kelsey Hunt, director, Media Services, said. “We turned it over on Oct. 5. I think the first spot ran Oct. 6.”
Hunt lauded Jeff Dempsey, video producer, Media Services, and Angie Kinnett, media specialist, Media Services, for their work. Kinnett coordinated pre-production and Dempsey directed and handled post-production. Hunt, Hoye and Megan Gallegos, marketing manager, Marketing Department, served as producers. Chancellor Pam Shockley-Zalabak provided input.
“Angie and Jeff did an incredible amount of work on this project,” Hunt said. “The final product shows it.”
While making a 30 second commercial may sound easy, condensing the university’s story and ensuring the images stand up to scrutiny of millions of viewers is anything but.
“Challenges? The whole process is challenging,” Dempsey said. “They key is to stay on task and not be too bland.”
Dempsey grew up in the television and film production industry, working in his family’s business and later running his own production company. He has worked on shows such as “Mob Steel,” now airing on NBC Sports and the movie “God’s Not Dead 2.” He is also working with the Department of Communication to produce a second season of “The Bluffs,” a student-produced TV-style drama.
To show off the breadth of UCCS programs and beauty of the campus, the commercial features several locations, each requiring set up and tear down and coordination of those who appear. The department rented a specialized camera, a 4K Black Magic Ursa, and high-end cinema lenses but otherwise used department and campus resources. There are no actors. Those who appear in it are students or faculty, a decision made both because of budget and a desire for authenticity. The voice for the commercial is that of Caitlin Green, development director, Theatreworks.
An additional nod to efficiency is Hunt’s plan to use footage that didn’t make the commercial for an expanded student recruitment video or to weave into the department’s multitude of other projects.
Faculty and staff are encouraged to share the video with friends, family and those who may be interested in attending the university.
— Photos by Media Services
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