Piquant worked with Mary Immaculate College (MIC) to produce a series of campaign videos to showcase MIC’s exceptional range of postgraduate programmes. The videos championed the quality of lecturers and facilities at MIC while encouraging students to “Be More at MIC”. The resulting video combines strong visuals with personal testimonies.
What we did:
- Concept Development
- Video Production
- Motion Graphic Design
CONCEPT DEVELOPMENT — Piquant developed the #bemoreatMIC video concept that captures the curiosity, passion and focus of MIC postgraduate students and demonstrates that an MIC postgraduate programme empowers you to get more from life. Featuring students, lecturers and graduates who share why they love their chosen postgraduate course subject these videos provide a glimpse into the academic learning and personal development available at MIC.
AIMS AND OBJECTIVES — The objective for this video campaign was to create a series of videos that champions the postgraduate programmes available at MIC. The aims were to build awareness of the postgraduate course offerings at MIC, drive traffic to the relevant programme pages on www.mic.ul.ie and increase applications to postgraduate courses.
AUDIENCE & CHANNEL SEGMENTATION — The postgraduate audience is aged 23+. The main audience target groups for these videos were, current MIC students, current students in other third level institutions and people currently in the work / home environment seeking career/personal development. To reach these audiences we produced a suite of videos sized for the platforms of You Tube, Facebook, LinkedIn, Twitter, Instagram, Instagram Stories, and the MIC website.
RESULTS & OUTCOME — Capturing the desire for learning amongst staff, students and graduates at MIC, these videos successfully present MIC as a centre of excellence in postgraduate study across the Liberal Arts, Early Childhood Care and Education. The videos were a key element of a bigger integrated, and multifaceted marketing campaign, designed to improve MIC’s SEO and visibility among potential applicants. Following the launch of the videos, the application figures for the programmes featured in the videos were very strong, resulting in the recruitment of the target number of students and increased numbers of applications compared to previous years.
