We were very impressed with the breadth and impact of Bennington College's "We Work Here" campaign. It was very fresh, innovative and memorable. The judging committee was quite impressed by the fact that the campaign was created in-house and with a relatively small budget and yielded strong results. Clearly, the scope of work was substantial, from the research, employer engagement and conducting field interviews to capturing student voices in the video series. The problem addressed is a daunting and weighty one facing higher education: how to affirm the value of a liberal arts education and show that graduates are career-ready and competitive.
We also easily recognized Bennington's brand attributes in the holistic approach of reflecting a rich view of the work experience throughout a lifetime in this campaign. The team did a nice job communicating the value of experiential learning through internships and how that builds on undergraduate education and ultimately in a career within a broader cultural context. While the heavy editorial content could have been overwhelming, we think it worked very well and was quite engaging in this campaign thanks to the strong POV and engaging storytelling. The anecdotal style balanced well with data from the infographics and certainly strengthened the results.
Nice job successfully targeting so many disparate audiences in a single campaign!
