The document outlines a creative brief for a video campaign to promote the Entrepreneurial Studies program at Minneapolis College of Art and Design. The goal is to engage potential transfer students and increase enrollment in the program. A student team will produce a series of 9 interview videos with current students and alumni, compiled into a final promotional video. They will also create branding, marketing materials, and implement a social media campaign. The team has begun pre-production, filming interviews, and editing a rough cut. The video series aims to tell the stories of the program's community and showcase opportunities to attract more transfer students.

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90
135
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MINNEAPOLIS COLLEGE of ART & DESIGN
PRESENTS
ENTREPRENEURIAL
STUDIES:
º
180
º
225
180
A video series
Create
º
drive
0
315
º
explore
pivot
270º

2. CREATIVE BRIEF: THE TASK
ASSIGNMENT
To inform potential transfer students from other colleges, and within MCAD
about the Entrepreneurial Studies (BSc & Adv.) program at MCAD.
OBJECTIVE
To 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.

3. CREATIVE BRIEF
TARGET AUDIENCE
Primary - Potential transfer students from other colleges. They’re men and women
between the ages of 18-25.
Secondary - Potential transfer students from within MCAD.
Requirements
New identity for the project. Which includes a logo, theme, copy, design & messaging.
Deliverables
1. 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 final 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.

4. CREATIVE TEAM
TSANA ALLEN - project manager
Project Development
Art Direction
ANTHONY KONIGBAGBE - Creative Director
Graphic Design
DESI PANEK - Lead designer
Entrepreneurism
ELIZABEth AVILES - Marketing Director
Public Relations
JENNA BALLINGER - Producer & Publicist
Communications & Copywriting
JENNY KUNSTEL - Lead Researcher
+
FIlm
CHRIS PECK - Cinematographer
=
Advertising Project

5. INVOLVeMENT
CAITLIN SIDEY - Client
ROB DEWEY - coach
JERRY ALLaN - Chair of Bsc
WILl MULLEN - Dir. of Admissions

6. Bachelor of Science:
Program is Created
TIMING & TIMELINE
1997 Timing is key, Placement is Key and
VISUALIZATION STUDIO is OFFERED
1999 -
Jerry Allan becomes Chair of BSc
MIDPOINT:
BSC & ADV ALUMNI SHOWCASE
TELL YOUR STORY
ENTREPRENEURIAL STUDIES: 180º
2o10 -
innovation is a must. In a stage
where the BSc program are shifting
to a branding structure entitled:
2011 -
2012
2013 -
Entrepreneurial Studies.
the timing is perfect to tell
the program’s story and shape
the voice of its community.

7. 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: Visualization
To Bachelor of Science: Entrepreneurial Studies

8. 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.

9. 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

10. RESEARCH
Potentials - 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.

11. RESEARCH: INTERnal & External
transfer Students
70% Work 30hrs/wk
90% look online for colleges
“I WANT A PROGRAM
THAT FITS ME “
% rates of transferring During College
1st year
1/3
2nd year
37%
1/4 of students transfer more than once within their
second year
during 4 year
30%

12. IDEATION
THE INNOVATIVE SOLUTION
An interactive video campaign, showcasing standout ES students & alumni
and their respective real-world, global experiences and interactions.

13. PRE-PRODUCTION
it’s A LONG PROCESS
- PRE-PRODUCTION Started here

14. BSc: MPLS & bEYOND
13 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.

15. 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

16. PRODUCTION
FILMING
9) 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
INTERVIEWS
LOCATIONs
EDITING

17. CAST
JONATHAN ROdriguez 2014
caitlin sidey 2012
christina Chen 2013
Anthony konigbagbe 2013
Katherine Lombardo 2015
Quinn Wilson 2015
Entrepreneurship
Project management
Marketing & branding
Creative Direction
Project Management
event planning
Jessi Aylward 2012
zamin Dharsi 2011
JAke szymanski 2010
Account Planning
Social Marketing & PR
BRand Strategy

18. THE FIlm:
ROUGH CUt

19. DESIGN, BRANDING & MESSAging
MINNEAPOLIS COLLEGE of ART & DESIGN
PRESENTS:
ENTREPRENEURIAL
STUDIES:
180
A video series
º

20. DESIGN, BRANDING & MESSAging
The 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.

21. 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

22. 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

23. IMPLEMENTATION: SOCIAL MEDIA CAMPAIGN
- Create Facebook EVENT & LIKE PAGE
- CREATE a ES PROGRAM Twitter
- Implement Campaign on Vimeo
- Implement Campaign on YOutube
- Maintain an ES Program Tumblr
Facebook
Twitter
Vimeo
YOutube
Tumblr

24. THE BIG PICTURE {zoomed in}
LET THE By utilizing current BSc students and an
STUDENTS experienced BFA Film Alumni to create a video
campaign,the ES program can begin its brand
SPEAK & NEW paradigm shift with a new and exciting video
series that will attract potential students
STUDENTS of all backgrounds and experiences.
WILL COME.

25. OUTCOMES
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

26. THANK YOU