Our goal was to increase Aeronautical Science enrollment at Embry-Riddle Aeronautical University. Graduates were enjoying unbelievable careers; astronauts, U2 pilots and Goodyear blimp captains. Truly amazing lives were being lived in the air and around the world. How could we capture that excitement within such a limited budget? And how would we reach potential students?

The solution was to build an instagram campaign that would share the passion of every graduate, giving each one the opportunity to share their stories with students via #GoERAU. Those graduates who were selected for the print ads (left) were sent our GoPro camera and asked to take selfies capturing them at work. This campaign also included trade show tactics and a microsite where students could virtually meet each graduate, experiencing their careers via images, text and videos.

The result was the reversal of a 13 year downward trend with a 15% increase in enrollment since the campaign launch.

Concept, art direction and design: Julie Lang. Creative direction and copywriting: Jim Gorman.