1 min video script
Open
Text on screen: W University’s music program was dying…
Footage of the band performing if there is footage of a light showing/empty seats/discouraged faces that is a priority here
Text on screen: Before
footage of the recruiting booth with just the school representative, their school band/piano music in background shots of flyers shots of recruitment t-shirts
8 sec
Cut to interview footage:
Annie, from the interview with her title and position in text on screen, quoting numbers were 90 before the pandemic and dropped to 30.”
10 sec
Cut to clip: “We were all starting to feel a little stressed about the process and didn’t know where to start.”
6sec
Cut to clip: “We were hoping for something to centralize our recruitment efforts.”
8 sec
Cut to
Text on screen: After
Band playing live
Text bullet points on screen:
- Increase attendance at music events
- Streamline audition promotions & sign-ups
8sec
Footage of a student testimonial going on holding an instrument
Text bullet points on screen:
- Collect video testimonials for recruiting and engagement
- Increase the quality and quantity of music major and ensemble recruits
8sec
Cut to footage sped up of the interview and also put the quote in text on screen:
“We would have two music deposits at this time, and this year we have 9.”
10 seconds
Cut to:
MW logo
Case Study
Annie, a music director at W University, was faced with a critical situation when two senior faculty members, intricately connected to the program’s recruitment process, suddenly left. Their departure had a significant impact, causing the music program to decline from “80-90 students at the top of the pandemic to just 30 students.” This left Annie and the remaining members with a dying program, few connections, and an outdated recruiting process.
Those senior members’ longstanding community connections had been a primary source for finding new, quality recruits for the music program. In addition, word of mouth and t-shirt marketing did not reach the talented or curious students the music program sought.
Desperate to rebuild their program to its previous numbers, Annie sought an answer outside of the school that could provide new approaches to recruitment and answers to their problem. Outsourcing wasn’t an easy choice as it was a far deviation from the traditional practices the school had employed for many years. Annie did her research, though, as the situation was dire.
Desperate to find a solution, Annie turned to the internet for answers. A basic Google search led them to MW, a company that claimed to streamline marketing and boost recruitment numbers. Intrigued, Annie and her team conducted further research, including actual conversations with previous MW clients. This reassurance led to W following Annie’s suggestion and ultimately hiring MW.
MW worked with Annie to expand the W music program touchpoints, allowing more students with possible interest to have easier access to the music program, its staff, previous recruit success stories, and even participate in trial programs.
A significant part of this process was implementing ways for the department to gather and share information with potential recruits. They modernized this process with innovations like scannable QR codes, putting the information on the screens and in the hands of students. This led to boosted participation at auditions and increased concert audiences. Gathering student information like email and cell phone numbers at events and around campus also allowed W to reach students in their comfortable space. These advancements helped ease the recruitment process and connection with students and took the pressure off of Annie and the faculty.
Through these new tactics and improved engagement, they realized that students today would rather receive text messages about events and questions answered about them or the program in general through easily accessible messaging, which MW made available. This realization empowered Annie and her associates to communicate and help more students using a “unified conversation center,” adapting to students’ changing needs.
MW modernized the school’s methods and got students on campus to events on their terms. Once in person, they often quickly decided that the music department was something for them.
After working with MW, W University’s music program found that its recruitment numbers had quadrupled. “The last few years at this time we would normally have 0 to 2 music student deposits…this year we have 9. Not only has W’s music department continued to grow, but it also now has a modern recruitment process that improves communication among staff and with students.
Netflix series
Episode 1)Intro: W University’s band program faces drama and struggles to find its footing after the pandemic
Episode 2) Verse: Desperately looking for help, W University brings in rising startup company MW as its last hope
Episode 3) Pre Chorus: MW staff works alongside the remaining music department staff at W University to try and double the number of recruits to the program using new methods.
Episode 4) Chorus: MW’s recruitment methods have shocking results the W staff didn’t expect
Episode 5) Bridge: W staff explore their new relationship and communication methods with existing band members and potential recruits as they prepare for an end-of-year concert
Episode 6) Outro: The W staff puts on an end-of-year concert and takes a final tally of the new recruits, which will dictate the future of their music program.
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