Transformation: NC State Institutional Message 2012

Even our past is forward-thinking.

NC State University was founded in 1887 to fulfill the land-grant university mission: opening the doors of higher education to the citizens of North Carolina. Since then, NC State has grown into one of the nation's top research institutions, becoming an engine for educational innovation and economic growth. Throughout 125 years of groundbreaking work in fields ranging from engineering to economics, soil science to social work, we've not only changed lives; we've transformed the world.

NC State's engagement, extension, economic development and alumni networks generate $7.3 billion annually for North Carolina’s economy. Its entrepreneurship and research have produced more than 90 startups employing 3,000 people and more than 200 new consumer products.

NC State's engagement, extension, economic development and alumni networks generate $7.3 billion annually for North Carolina’s economy. Its entrepreneurship and research have produced more than 90 startups employing 3,000 people and more than 200 new consumer products.

We created an integrated marketing campaign, including:

  • print and digital advertising
  • a broadcast commercial
  • a Transformation web presence
  • radio spots
  • consistent, ongoing social media promotion

Preliminary research and ideation

Storyboard sketches

Very simple exploratory sketches for how the spot should pace and present the messaging.

Final storyboards (excerpt)

After the initial sketchbook thumbnails and experiments in meter and timing, a proper storyboard was created.

 

Production footage

For documentation purposes, we did take a chance to capture some behind the scenes footage during production. It was helpful in raising the bar for future filmmaking and allowed us to understand that we can become even more ambitious in our future endeavors.

 

Broadcast commercial

The commercial primarily plays during all televised and broadcast NC State athletics competitions. As a member of the ACC, this results in a tremendous amount of regional and national coverage.

 

Transformation 2012: print and Digital advertisements

The Transformation campaign ran both print and web advertising in publications such as Newsweek, Sports Illustrated, The Week, Time, Forbes, Fortune, WRAL.com, WSJ.com and Our State Magazine.

An example of a "Transformation" printed advertisement which appeared in the NC State Alumni Magazine.

An example of a "Transformation" printed advertisement which appeared in the NC State Alumni Magazine.

WireframE

To make the transition from ideas focused in the broadcast commercial as fluid as possible, the web site was very tightly wireframed so that users who had experienced the advertisement would feel as if the experience was a natural and seamless extension.

 

Transformation 2012: web presence

In tandem with the campaign, we launched the 2012 Institutional Message website, a responsive, single-page site that was featured on the university’s homepage and mirrors and extends the content of our television and radio ads as well as larger communications campaign.

Our goal was to build a fully integrated digital component to with the bold, matter-of-fact feel of the campaign and generates awareness for NC State as an institution with a global impact.

The site is also a vital tool in communicating the university’s strategic goals: student success, faculty achievement and investment, organizational improvement, research excellence and partnership-building.

The imagery of the broadcast commercial drives the site. For instance, users compelled by the TV spots video of a fireman rushing into a burning building can dive into the story of our Textile Protection and Comfort Center, the academic center in the nation with the capabilities to research, test and evaluate the comfort and protective performance of textile materials and garments from firefighter suits to workout gear.

They can also explore similarly impactful work in translating veterinary treatments into human medical breakthroughs our trailblazing research on smart grid development and our success moving innovations from the laboratory to the marketplace.

 

Tablet and mobile configurations

Transformation 2012 was responsive and ported across many platforms.