CREATIVE BRIEF SUMMARY
*Full Creative Brief available upon request.
OPPORTUNITY: Columbia College Chicago (CCC) has an opportunity to strengthen its brand by creating and strengthening genuine relationships between its current students and alumni.
INSIGHTS:
Undergraduate retention and graduation rates are low, which reflect a poor narrative about CCC fostering student success. CCC’s external reputation lacks consistency. Alumni have also been long neglected despite having successful careers.
WHAT PEOPLE WILL KNOW: Holistically, CCC is a successful community, a unified powerhouse of creatives who “author culture”.
CREATIVE BRIEF SUMMARY
*Full Creative Brief available upon request.
HOW: Big Ideas Columbia: Redefining Success will create a short documentary to showcase individual views from CCC alumni and current students on success and the effects a community has on success. This documentary will premiere at the Big Ideas Columbia event in February 2015. The event will also host an alumni panel that will answer questions about success from audience members via Twitter. Networking, food, and a raffle will also take place. Information about the project leading up to the event will be communicated on social media, distributed posters, personal emails, and various CCC news and event outlets.
IDENTITY
INSTITUTION ALUMNI
COLUMBIA COLLEGE CHICAGO
CURRENT STUDENTS
All gears must be present and actively supporting each other for optimum overall success.
IDENTITY
MEDIA REACH: SAMPLE PITCH SUBJECT
PITCH: President Kim Supports Students’ Big Ideas Hi Chris, Would you be interested in Big Ideas Columbia, a student-initiated event supported by President Kim? As Columbia’s Strategic Plan begins its next phase and the postponed alumni weekend approaches, I believe Big Ideas Columbia will be a great fit for your readers. "Success" has become a serious buzzword around campus, in large part because of the administration's efforts. As it turns out, Columbia alumni have a lot to say about success, too. Join Big Ideas Columbia for a documentary short, alumni Q&A panel, and free food as we begin to bridge the gap between alumni and current students by discussing the one goal for which we are all reaching...success! Thank you in advance for your consideration, Kathryn
MEDIA: COVERAGE The Chronicle Tally-Ho Columbia College Chicago Website The Loop Columbia College Chicago Faculty Newsletter Social Media Â
EVENT: DOCUMENTARY
*Available online: https://youtu.be/wP0al52QOt8
EVENT CATERING: Portillo’s & Garrett’s Popcorn ALUMNI PANEL: 30 minutes (live tweeting) RAFFLE: Alumni handbag designer Chelli Look donated a piece to be raffled to one lucky Columbia College Chicago student. Fine arts senior Alison Slak donated a painting to be raffled to one lucky alumnus. ATTENDEES: 60+ recorded