MINNEAPOLIS COLLEGE of ART & DESIGNPRESENTS

E N T R E P R E N E U R I A L S T U D I E S :

180A video series

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explore

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CREATIVE BRIEF: THE TASKASSIGNMENTTo inform potential transfer students from other colleges, and within MCAD

about the Entrepreneurial Studies (BSc & Adv.) program at MCAD.

OBJECTIVETo engage potential transfer students in the Entrepreneurial Studies (BSc)

program resulting in a postive quanitative result in terms of transfer

students admitted into the Entrepreneurial Studies program for the 2014-15

Academic Year.

CREATIVE BRIEF TARGET AUDIENCEPRIMARy - Potential transfer students from other colleges. They’re men and women

between the ages of 18-25.

SECONDARy - Potential transfer students from within MCAD.

RequirementsNew identity for the project. Which includes a logo, theme, copy, design & messaging.

Deliverables1. A presentation at the end of the semester that showcases our completed and

ready-to-implement video campaign.

2. A complete video campaign, including 9 individual segments that can be combined

comprehensively. In addition, one complete short film compiling all footage into one fi-

nal Entrepreneurial Studies video showcasing a wide-range of ES Students and Alumni.

3. A press kit, which includes postcards, mass and personalized emails, posters,

brochures, teasers, media deliverables, etc.

CREATIVE TEAMTSANA ALLEN - project manager

ANTHONy KONIGBAGBE - Creative Director

DESI PANEK - Lead designer ELIZABEth AVILES - Marketing Director

JENNA BALLINGER - Producer & Publicist JENNy KUNSTEL - Lead Researcher

CHRIS PECK - Cinematographer

Project Development Art Direction

Graphic DesignEntrepreneurismPublic Relations

Communications & Copywriting+

FIlm=

Advertising Project

CAITLIN SIDEy - ClientROB DEWEy - coachJERRy ALLaN - Chair of BscWILl MULLEN - Dir. of Admissions

INVOLVeMENT

TIMING & TIMELINE

Timing is key, Placement is Key and

innovation is a must. In a stage

where the BSc program are shifting

to a branding structure entitled:

Entrepreneurial Studies.

the timing is perfect to tell

the program’s story and shape

the voice of its community.

1997 -

1999 -

2o10 -

2011 -

2012 -

2013 -

Bachelor of Science:Program is Created

VISUALIZATION STUDIO is OFFERED

Jerry Allan becomes Chair of BSc

MIDPOINT:BSC & ADV ALUMNI SHOWCASE

TELL yOUR STORy

ENTREPRENEURIAL STUDIES: 180º

BAchelor of Science Program Entrepreneurial Studies

The Entrepreneurial Studies (BSc) program at MCAD serves as a bridge between the creative and business worlds. The program allows for students in the program to be an entrepreneur of their own education. This is a critical year as our program takes a shift to brand itself as Entrepreneurial Studies, a program dedicated to facilitating creative students’ resourcefulness and determination.

SItuation: Name Change

From Bachelor of Science: VisualizationTo Bachelor of Science: Entrepreneurial Studies

THE BIG PICTURE

A program tailor-made for experienced, passionate & motivated creatives.

An admissions push or Advertising Campaign to capture the voice

and universal appeal of the program.

RESEARCH: Identify Potentials

“A majority of the of students coming into and thriving in the BSc and Advertising programs are transfer students. “

- Willam Mullen Dir. of Admissions

RESEARCHPotentials - potential transfer students from other colleges. They’re men and women between the ages of 18-25. Their concerns would are that their current program is not suiting their needs, and simply haven’t discovered Entrepreneurial Studies yet.

- Transfer Students

- 18-25

- Have a visual understanding of their passion and aspiring profession.

- Looking for the 4-year program that intergrates business, design

and real-world clients.

RESEARCH: INTERnal & External

1/31st year

37%2nd year

30%during 4 year

transfer Students70% Work 30hrs/wk90% look online for colleges

“I WANT A PROGRAM THAT FITS ME “

% rates of transferring During College

1/4 of students transfer more than once within their second year

IDEATION

THE INNOVATIVE SOLUTION

An interactive video campaign, showcasing standout ES students & alumni

and their respective real-world, global experiences and interactions.

PRE-PRODUCTIONit’s A LONG PROCESS

- PRE-PRODUCTION Started here

BSc: MPLS & bEyOND13 years | 120+ Graduates | 472 Internships | 92 cities globally

1 Program

Graduates of The BSc program often venture beyond Minneapolis to

industry hotspots such as:

NEw york

Portland

Dubai

London

...Just to name a few.

PRODUCTION

“Individual interviews are critical to most design research, since they enable a deep and rich view

into the behaviors, reasoning, and lives of people.“- Human Centered Design

PRODUCTIONFILMING9) 45sec-1min Student & Alum Interview Segments

- Documentation of various BSc-fueled projects

- B-roll: workspaces, internship sites, Minneapolis locale

(1) Final Cut - All 9 segments compiled & arranged

INTERVIEWSLOCATIONsEDITING

CASTJONATHAN ROdriguez 2014

caitlin sidey 2012

christina Chen 2013

Anthony konigbagbe 2013

Katherine Lombardo 2015

Quinn Wilson 2015

Jessi Aylward 2012

zamin Dharsi 2011

JAke szymanski 2010

Entrepreneurship

Project management

Marketing & branding

Creative Direction

Project Management

event planning

Account Planning

Social Marketing & PR

BRand Strategy

THE FIlm:ROUGH CUt

DESIGN, BRANDING & MESSAgingMINNEAPOLIS COLLEGE of ART & DESIGN

PRESENTS:

E N T R E P R E N E U R I A L S T U D I E S :

180A video series

º

DESIGN, BRANDING & MESSAgingThe ES Program is designed to house visionaries and provide the tools to -

Get Lost in a world of possibilities.

Create

A new path to your future while building your own curriculum.

Explore

Opportunities to enhance your education.

Pivot

Use your talents in any direction you wish.

Drive

your Passion, your Future. your Dreams.

IMPLEMENTATION: STAGE 2 PRODUCTION

A team of SPRING 2013 PROCESS OWNERS

PREMIERE EVENT April 5th | Auditorium 150

- Question and answer session with Producers & Cast

- Catered after-party in Student Center

GALLERy PRESS KIT:

Posters

Postcards

Invitations

Trailer

IMPLEMENTATION: PLACEMENT

In an age where information is absorded best digitally,

visually & daily, Utilizing a short informational video format

will prove to be the best medium to tell the program’s story

and shape the voice of its community.

A viral video series

IMPLEMENTATION: SOCIAL MEDIA CAMPAIGN

Facebook

Twitter

Vimeo

yOutube

Tumblr

- Create Facebook EVENT & LIKE PAGE

- CREATE a ES PROGRAM Twitter

- Implement Campaign on Vimeo

- Implement Campaign on yOutube

- Maintain an ES Program Tumblr

By utilizing current BSc students and an

experienced BFA Film Alumni to create a video

campaign,the ES program can begin its brand

paradigm shift with a new and exciting video

series that will attract potential students

of all backgrounds and experiences.

LET THE STUDENTSSPEAK & NEW STUDENTS WILL COME.

THE BIG PICTURE {zoomed in}

Quantitative - a positive quantitative

result in terms of transfer student into the

Entrepreneurial Studies program for

the 2014-15 Academic Year.

qualitative - An increase of awareness and

understanding, inside and outside of MCAD

about what exactly the Entrepreneurial Studies

program is and can offer.

% INCREASE

AWARENESS&

UNDERSTAnDING

OUTCOMES

THANK yOU