Cal Poly Orientation
Every year, the Promotions, Marketing, and Communications Committee of Cal Poly’s Week of Welcome (WOW) Team is tasked with recruiting over 900 student volunteers for the Week of Welcome’s Spring Training to acclimate the new class of over 5,000 freshman and transfer students.
As a marketing team, we needed to come up with creative ways to market why becoming a WOW leader is a once in a lifetime experience.
We aimed to create a fun, high energy campaign that encompassed what it was like to be an orientation leader in the Week of Welcome that also captured the lifestyle of San Luis Obispo, California. When recruitment season came, we distributed campus-wide flyers, social media posts, banners, and videos in order to recruit over 900 leaders before Spring.
Social Media Manager
Mary Johnson, Sawyer Randles, Julia Shaw, Carolyn Sutherland, Sarah Blackey, Rebecca Immel
Adobe Premiere Pro
We followed a color palette that resembled the outdoorsy culture of San Luis Obispo and that was reminiscent of a sunset.
For the campaign we created a badge logo that represented San Luis Obispo's iconic Madonna Mountain and Bishop Peak silhouettes (final iteration by Sawyer Randles).
For our deliverables, the team and I produced printed flyers, TV-sized ads, handouts, social media content, a promotional video, and photo documentation of the Week of Welcome itself.
Handout + TV Advertisement
Social Media Content
Promotional Recruitment Video