The Challenge for Norwich Free Academy Recruitment
Faced with a growing list of competitors, admissions goals and a notoriously tough audience – teenagers – Norwich Free Academy tapped Overabove to craft a series of recruitment videos focused on building brand and driving response.
OUR approach
Our team employed high-energy filming techniques, a fast-paced editing style and contemporary, upbeat music to showcase everything from academics to athletics. Shot by the 20-somethings among our video production staff, the videos leveraged the power of peer recommendations for the student audience. We then crafted a launch strategy focused on reaching prospects in the space where they spend the most time—social media.
The Results
The video series captured the authentic NFA high school experience, highlighting their robust programs while telling real stories that resonated with teens. Following the series,
NFA saw a rise in open house attendance and ultimately, applications. Positioning students
as storytellers and sharing their stories on relevant social channels proved a successful strategy that inspired engaged viewers to become enrolled Wildcats.
NFA saw a rise in open house attendance and ultimately, applications. Positioning students
as storytellers and sharing their stories on relevant social channels proved a successful strategy that inspired engaged viewers to become enrolled Wildcats.