Hartwick College has depended on the allure of its beautiful view and close-knit community to win the hearts of students during the application process. Traditionally, on-campus events, such as accepted students day, have played a large role in conveying the College’s unique sense of place. But, with COVID-19, and a statewide lockdown, Hartwick needed to quickly reimagine a safe, but inspiring way to showcase its offer. The result was a branded digital event that brought to life the essence of the school while making the experience more accessible and inclusive.
A branded event.
An audit of current competitors revealed that, while in-person events were quickly turning digital, no one was thinking about a holistically branded virtual space. Hartwick’s lovable mascot, Swoop, served as the inspiration for the name of the event—and its new logo. The color palette was grounded in Hartwick’s signature blues, with greens inspired by the landscape. Together, this new toolkit created a consistent experience from video assets to social media posts, turning the event into something fun, energetic and very Hartwick.
Customizing the experience.
Students want to know what campus life is like. Parents are eager to understand campus safety. Immediately, it became clear that this new experience would make it easier than ever to create unique content, depending on the audience. Taking advantage of Hartwick’s existing platforms (YouTube and Zoom), participants signed up for the content tracks that interested them the most, and experienced a mix of pre-recorded videos and live chats. This meant that students and families got the information they needed, with opportunities to ask questions as if they were physically on campus.
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Swoop In Attendees Confirmed For Fall 2020