BRC Imagination Arts was highly counseled in the ‘Experiential Strategy’ classification at the US arm of The Drum Awards for Marketing and advertising in 2020. Listed here, the staff shares the imagining powering SCADstory, an immersive exhibition encounter for a nearby college that became a single of Savannah’s top rated tourist points of interest.
The challenge
The Savannah College of Art & Layout (SCAD) commenced as a aspiration in the coronary heart of an elementary school trainer from Atlanta. The internet marketing placement of the SCAD is concentrated and basic: it is uniquely skilled to prepare gifted students for expert, artistic occupations in a positively oriented university natural environment.
The university has a evidently described set of values it hopes to go on to its college students. In planning for its 40th anniversary, SCAD sought to carry those people values to daily life in a tangible, psychological way. BRC Imagination Arts took on on this challenge, to support friends see SCAD as a unique position and a force for good – for its learners, the metropolis of Savannah, and the broader environment of art and style and design.
With a closing purpose of earning possible pupils and their family members much more inclined to select SCAD as their preferred university, the group began with obvious, measurable KPIs. They selected these indicators of success:
• Elevated admissions.
• Positive word-of-mouth.
• Turn into a single of the Top rated 5 Points to Do in Savannah.
The tactic
SCAD first contemplated a museum exhibition, but this concept was swiftly abandoned as ineffective and too protected. To achieve its objective, the undertaking required to be some thing as audacious and ground breaking as SCAD by itself. The team thus decided to elevate the exhibition practical experience by drawing on the a lot of inventive disciplines and diploma applications that SCAD offers – from animation to themed entertainment layout.
The marketing campaign
SCADstory was the initial of its sort for an instructional establishment – an immersive 4D working experience telling a universal tale of the dreamer in us all. It was made to carry visitors on a journey by means of SCAD history, throughout 4 a long time of beauty, style and design, and invention.
Incorporating the craft of 25 SCAD degree courses, this immersive encounter is at its heart a story ’for all the dreamers who arrived to SCAD and found their people today, and for the dreamers still to come’. As a result of theatrical exclusive outcomes and surprises, SCAD’s founder, Paula Wallace, transforms dreamers into achievers by turning a university diploma into a route to a qualified artistic job. The audience’s expectations are subverted with unconventional works by using of immersive media, specific results, seamless engineering, and storytelling times of magic, shock and delight.
SCADstory aligned properly with the university’s in general marketing method, but was at the exact time modern, emotional, and unforeseen.
The benefits
SCADstory’s reception was mind-boggling constructive, meeting the KPIs set by the staff. It obtained its goal of positive term-of-mouth – SCADstory has a fantastic 5-star ranking on TripAdvisor and turned on of its Prime 5 Points to Do in Savannah – at the time of this entry, it was shown as the #2 point to do in Savannah. About 30,000 persons experienced SCADstory at its long term spot in Savannah given that it opened in April 2019.
“SCAD Tale is an awesome visual, sensory and emotional experience. This exhibition certainly depicts how one’s inspiration can be cultivated, nurtured and expanded above time to at some point.”
“Don’t leave Savanah without having viewing the multimedia practical experience at the previous armory. Persons of all ages will appreciate the knowledge.”
“So gorgeous! Tends to make me want to be a university student all over again.”
– A smaller sample of guest feed-back taken from exit surveys at the exhibition.
This job was a winner at The Drum Awards for Marketing and advertising in 2020. To find out which competitions in The Drum Awards are presently open for entries, click in this article.