HBCU's play a critical role in allowing more African American students to access and complete their college education.
The 2016 'HBCU College Snapchat Tours' (also referred to as 'InstaSnap College Tours) campaign was the first ever to use the Snapchat social platform to better connect high school students with the college experience. Many students of color do not have the time or money to visit colleges although it is a critical part of their college decision making process. BET Networks, DJ Khaled (campaign spokesperson), and Get Schooled aimed to increase the accessibility of colleges to high school students by giving them a front row seat to all of the resources on HBCU college campuses.
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Prospective college students took virtual tours of HBCU college campuses from the perspective of current college students (Get Schooled Alumni). High School students then submitted questions through a link on the Get Schooled website to ensure the tours answered any questions they might have had about a specific campus or college life in general.
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Students viewed the tours live, or within 24 hours on Snapchat via both the BET Networks and Get Schooled accounts. Previous Snapchat tours hosted on BET Networks Snapchat are viewable on the Get Schooled website.
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MY ROLE:
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Create graphic and written content aligned with campaign areas of focus
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Edit videos of submitted tours to align with campaign branding
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Create social media images and shareable assets to campaign influencers
OUTCOMES:
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Won 2017 Cynopsis Social Good Award for 'Digital Media Campaign'
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Garnered nearly 400,000 views via Snapchat: Tuskegee University had over 56,000 views, Xavier University received over 100,000 views, Columbia College Chicago received over 169,000 views, and Howard University garnered over 67,000 views.
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Collective media reach of 150 million impressions
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In addition, the campaign was featured in Billboard Magazine, Black Enterprise, Essence Magazine, and more.
Campaign Overview
Part of my contribution to this campaign was to create the following overview. I fully edited this video in addition to writing and recording the scripted voiceover.
College Tour Videos
I also coordinated with the Get Schooled Alumni student hosts conducting the tours to edit their campus videos so they all align with campaign branding.
Website Assets
Here are samples of the website assets I created to cohesively promote the campaign across multiple channels.
Video Assets
I edited all of the shareable video PSAs from content submitted by influencers and campaign partners. In addition, I also created video assets for the landing site.
Media Reach
Here are examples of campaign media coverage via major news outlets.
