SA

Wartburg – Why are we playing it safe?

January 27, 2014

As an alum of Wartburg College I think about my time there every day. I contemplate the ideas they fostered and the stories we wrote. I juggle my allegiance and pride of the school with careful criticism of the choices they make as an institution.

Every day I feel humbled to learn of another alum who is building a stronger future atop their Wartburg education. I am constantly amazed when I hear of an alum who is a composer, a mountain climber or an innovative teacher. These are stories that define a liberal arts education. They are stories that are so very common among our alums. They are stories that start on campus.

The school just released its newest campaign for which I know a considerable amount of thought, analysis and planning went into. I know many of the great people at Wartburg who probably had a hand in bringing this campaign to light. But… I have to be honest. Why did you play it so safe? You seem to have forgotten what makes Wartburg great… the stories.

I know it can be hard to capture the essence of Wartburg in 30 seconds. A commercial must speak to high school students, their parents, alums and donors. For it is these parties and more that make up our diverse community. I wish this campaign told the stories of this community and in a way that resonated with every future Knight.

The video above is the inspiration I wish you would have had when crafting your campaign. The students on campus today are just starting to write their stories and future knights should know that Wartburg is there to help them write theirs. Take a chance and be the college that steps up above the rest. Ask our future students to be something, grow something and build something. Not just think about the cost of an education.

Thus, I wrote the ad I wish you would have run as a platform to build a campaign on. Let me walk you through it:

Imagine a collection of stunning wide-angle shots of our campus, our students and activities cut together to embody the life and breath of campus. The pace would be like the video above while listening to a young 20 something female with a voice full of conviction and promise. She would say the following but never be shown.

Voiceover: Because waking up at 5:30 am isn’t about the darkness… it’s about the light.
Visuals: Show athletes walking to an early morning practice, then the stadium lights come on. Show students working long hours into the morning, then a bright classroom.

Voiceover: Because finding a best friend happens when you least expect it.
Visuals: Show students studying and having fun in the dorms, jumping into the pool and laying in the grass.

Voiceover: Because you know that your future can’t be left up to chance… it’s earned.
Visuals: Show students getting knighted, walking at graduation and embracing family… then in the workplace.

Voiceover: Because you know… its worth it.

Wartburg logo fades in and the url wartburg.edu/itsworthit is shown.

I think it would tell a part of everyone’s story. It would show future students that their story starts at Wartburg. It would show parents that their child is building something bigger and making a choice for growth. It even uses your new slogan, though as a symbol of self worth not monetary value.

Telling a quick story in an ad is one thing, but I would hope you could also bring this campaign alive online. In today’s media world the TV spot is just the beginning. With future students on their smart phones more than any other demo, build a campaign that allows them to imagine themselves in the story while mobile. Allow alums to share their story online and allow current students to share how they are creating their story today. Embrace the web as a storytelling platform.

There will always be another ad campaign and there will also be criticism no matter what is done. Feel free to take a chance. Feel free to not play it so safe. Create the brand your alums exude but your marketing lacks.