SCADstory: how Savannah Higher education of Artwork & Structure celebrated its history in 4D

BRC Creativity Arts was extremely commended in the ‘Experiential Strategy’ category at the US arm of The Drum Awards for Marketing and advertising in 2020. Below, the workforce shares the wondering guiding SCADstory, an immersive exhibition knowledge for a community university that became 1 of Savannah’s top rated vacationer points of interest.

The problem

The Savannah College of Artwork & Style (SCAD) began as a dream in the heart of an elementary university teacher from Atlanta. The internet marketing place of the SCAD is focused and very simple: it is uniquely qualified to prepare gifted pupils for qualified, inventive professions in a positively oriented college atmosphere.

The university has a evidently described set of values it hopes to move on to its pupils. In planning for its 40th anniversary, SCAD sought to deliver people values to lifetime in a tangible, emotional way. BRC Creativeness Arts took on on this problem, to support guests see SCAD as a one of a kind location and a force for good – for its learners, the city of Savannah, and the broader entire world of art and design and style.

With a final objective of building future pupils and their family members a lot more inclined to opt for SCAD as their favored university, the group began with very clear, measurable KPIs. They chose these indicators of achievements:

• Elevated admissions.

• Positive term-of-mouth.

• Turn into one of the Top 5 Factors to Do in Savannah.

The approach

SCAD to start with contemplated a museum exhibition, but this concept was immediately abandoned as ineffective and way too harmless. To achieve its objective, the challenge needed to be anything as audacious and impressive as SCAD itself. The staff for that reason determined to elevate the exhibition knowledge by drawing on the several creative disciplines and degree packages that SCAD gives – from animation to themed amusement style.

The marketing campaign

SCADstory was the initially of its kind for an educational establishment – an immersive 4D experience telling a universal tale of the dreamer in us all. It was designed to have visitors on a journey by SCAD heritage, throughout 4 a long time of elegance, design and style, and creation.

Incorporating the craft of 25 SCAD diploma courses, this immersive encounter is at its heart a tale ’for all the dreamers who came to SCAD and located their individuals, and for the dreamers nonetheless to come’. By theatrical exclusive outcomes and surprises, SCAD’s founder, Paula Wallace, transforms dreamers into achievers by turning a college diploma into a route to a qualified creative occupation. The audience’s anticipations are subverted with unconventional makes use of of immersive media, specific outcomes, seamless technology, and storytelling times of magic, shock and delight.

SCADstory aligned correctly with the university’s total marketing and advertising approach, but was at the exact same time impressive, psychological, and unpredicted.

The benefits

SCADstory’s reception was overwhelming positive, assembly the KPIs set by the team. It realized its intention of beneficial term-of-mouth – SCADstory has a great 5-star rating on TripAdvisor and became on of its Best 5 Items to Do in Savannah – at the time of this entry, it was shown as the #2 point to do in Savannah. In excess of 30,000 men and women knowledgeable SCADstory at its lasting location in Savannah given that it opened in April 2019.

“SCAD Story is an amazing visible, sensory and emotional experience. This exhibition actually depicts how one’s inspiration can be cultivated, nurtured and expanded in excess of time to eventually.”

“Don’t leave Savanah without browsing the multimedia working experience at the aged armory. Individuals of all ages will get pleasure from the expertise.”

“So wonderful! Helps make me want to be a scholar all over again.”

– A compact sample of visitor comments taken from exit surveys at the exhibition.

This challenge was a winner at The Drum Awards for Advertising in 2020. To locate out which competitions in The Drum Awards are at present open up for entries, click on in this article.