Problem

Help educational offices engage Gen Z students

Solution

• Analyze education industry communications

• Compare with research on Gen Z. Key finding: audience favors short, authentic communication over the long prose that is standard in educational environments

• Recommendations included:

  • Emphasize brevity & authenticity

  • Focus on video content without breaking the budget

  • Work with partners to compile assets for 1-minute videos

  • Include real student interviews

Result

• Developed a series of short videos with student content and interviews

• These videos accounted for 33% of all channel traffic in 2023

• Rose to 40% of all channel traffic in 2024

• Led to other partners requesting similar videos