The University of Lynchburg scored three awards at the 10th annual Education Digital Marketing Awards. The EDMAwards received more than 1,000 entries from colleges and universities across the country.
A profile about theatre major and transfer student Josh Carr ’24 was honored with the Gold Award in the Digital Special Video: Over 2 minutes category. “We, havidol,” a video poking fun at college admissions ads, earned the Silver Award in the Digital Video Ad category. A campus tour composed entirely of outtakes garnered an honorable mention in the Digital Special Video: Under 2 minutes category.
“I like to be creative and different in my approach to video production for the University of Lynchburg,” Video Producer Tim Russon said.
“Everyone has video tours, but what if I put the outtakes together so you could see the personality of our students in a more authentic light? Commercials feel very corporate and distant, but what if our ad was just making fun of ads?
“Testimonials can feel forced, but I love sitting with our students to hear how they really feel.”
Russon edited and submitted all three videos and filmed most of the footage, too — except for the video tour, which was filmed by admissions ambassadors, and some of the B-roll in Carr’s profile, which was filmed by Carr himself.
It’s all about authenticity for Russon, and that includes handing students a camera to offer their own perspectives. The University recently purchased a few GoPros specifically for that purpose.
“I try to be as authentic as possible,” Russon explained. “I try to put myself in the shoes of a brand-new freshman. What would make me feel more comfortable when choosing a place to live and get an education for four years?
“I would want to get a sense for the quality of the programs, but I would also want to know if this is a place I could fit in and thrive.”
Trying to strike just the right balance between academics and student life is key, Russon added.
“We are a school that will get them the education they need to really succeed in their future careers, but we are also going to be a new home for four years,” he said.
“I’m not trying to trick anyone into coming here. I’m just trying to share Lynchburg’s story, so those students who are the right fit will find us.”
Watch more University of Lynchburg videos on YouTube.
The jury for the EDMAwards consisted of a national panel of education marketers, creative directors, and other advertising and marketing professionals.