2024 CAUCE Award Winners | Broadcast & Video and Best In Show

Jonathan Belgrave is the Marketing Manager at Brock University Professional and Continuing Studies , and lead on the project titled "Build with Brock" that won awards at our CAUCE 2024 Conference for "Broadcast & Video" and "Best In Show". He shares some insights on his process behind the video.

Give us a brief recap of what the marketing campaign/project was.

We submitted our Professional and Continuing Studies brand video under the Design – Advertising – Broadcast and Video category. We created an explainer video displaying the wide variety of continuing education opportunities available at Brock University.?The creative process primarily involved our internal continuing education team, with the final video completed by FourGrounds, a local video production house. Our university central marketing team was also looped into the creative process to ensure the video aligned with the university’s overall brand. This was important as the video was tonally different from traditional university marketing pieces as it serves a different audience than those considering undergraduate and graduate studies.

What were some challenges for this project?

One of the largest challenges for developing a continuing education promotional brand video is finding balance to appeal to all of our target audiences. In the continuing education landscape however, these audiences are quite different demographically. There is a big difference from a recent graduate to a senior learner. A lot of effort went into writing the script and storyboarding the video, while also doing our best to have representation for a variety of groups to cohesively tell the story of lifelong learning.

What were some highlights for this project?

Scriptwriting with our team and the production team was a great exercise. The entire process helped us as a relatively new Brock unit to concisely tell our story and focus on what’s important to prospective learners.

Other than winning the awards, what are you personally proud of when you reflect on this project?

I am proud that our video can also act as an educational piece for everyone to understand the nature of lifelong learning, whether they go through non-traditional learning methods or at an institution such as Brock. I hope it inspires people to never stop learning, as it says in the opening of the video. I was pleasantly surprised by how engaged people were with the more than one-minute brand video, which was delivered to them as a skippable ad on YouTube. The watch retention rate was much higher than anticipated.?

Watch the award winning video here: https://youtu.be/ABadgac3JJc?si=JtKarQ_ujqH_cJR1