Holy Cross
Class is in session.
Problem
There’s a lot that distiguishes Holy Cross School from its competition. It’s the oldest Catholic school in New Orleans with a rich, fascinating history. It places a unique emphasis on education of the whole student – mind, body and spirit. It has a wonderful, storied sports tradition and excellent athletic programs. It has a dedicated and talented faculty and administration. And it has students and alumni who are passionate about their alma mater. Yet, in 2004, when the admissions department compared their marketing materials to those of the competition, they realized that Holy Cross’s materials contained nothing to distinguish the school from the competition.
Solution
Upon visiting the Holy Cross campus and speaking to students, faculty, alumni and administrators, The Netcom Group discovered several things: these people are passionate about their school, the educational experience offered at Holy Cross is unique and valuable, the school spirit on campus is almost palpable, and the Holy Cross campus itself is absolutely beautiful. What better way to display all of this to prospective students than a DVD? We created a DVD that captures the essence of being a Holy Cross student – from the pep rallies to classes to sporting events to chapel. We showed the beauty of the campus and the passion with which students and alumni, faculty and staff talk about Holy Cross.
Results
In the first year using the DVD as a recruitment tool, Holy Cross saw a 30 percent increase in applications. Also, the admissions department exceeded its enrollment goal by six percent.
View the DVD in Quicktime.
* 2005 Addy Award Winner
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