NCORE - Case Study - Saxum

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Challenge

The National Conference on Race & Ethnicity in American Higher Education (NCORE) is the most comprehensive national forum on issues of race and ethnicity in American higher education. The conference is hosted in popular cities every year such as San Francisco, New York City, New Orleans and most recently, Washington D.C.in 2015. Due to increasing feedback from conference attendees about the impact of traveling and lodging costs to these big-name cities, NCORE selected Indianapolis, Ind., as the 2014 location. Saxum was tasked with developing a promotional video to not only unveil the 2014 location at the 2013 conference, but also to generate excitement about the new host city.

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Strategy/Tactics

In January of 2013, Saxum began building its concept for the 2014 promotional video. We researched the city of Indianapolis to find facts and images showcasing its diversity, history and entertainment elements. Once we had compiled enough research to learn about the city, we began writing the script and tying in these facts with the tone we wanted to set and the visuals we wanted to feature.

Next, Saxum worked closely with the Indianapolis Convention and Visitors Bureau to secure access to with the locations we wanted to shoot, including the Madame Walker Theatre, Indianapolis Motor Speedway and Butler University.

In March of 2013, we traveled to Indianapolis to capture footage of the city, its monuments and markers, and the ins and outs of our selected locations. Following the shoot, we selected and coordinated voiceover talent and began editing the video. In April, we finished production and delivered the final video to the client.

Results

NCORE showcased the video during the New Orleans conference opening and welcoming remarks in May 2013. We continue to receive statements of support from not only attendees, but also from local Indianapolis organizations, including the National Collegiate Athletic Association (NCAA) and the Indianapolis Convention and Visitors Bureau. Furthermore, after posting the video on NCORE’s YouTube page in June, the video has received more than 800 views in the first three months since it was published.

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