The primary goal was to revitalize the digital presence of Cougar Excursion, a three-day, two-night immersive orientation at Camp St. Christopher, SC. The mission was two-fold: increase enrollment among incoming freshmen by making the "college transition" feel aspirational, and boost staff/volunteer applications by showcasing the leadership and community impact of the program.

The Creative Strategy: "Cinematic Storytelling"

Moving away from standard "camp photos," I implemented a high-production, cinematic visual strategy. I directed and captured photography and videography designed to look like a film narrative—allowing the audience to grasp the emotional and cultural weight of the experience.

By focusing on high-fidelity aesthetics, I bridged the gap between a simple "outdoor retreat" and a foundational milestone in a student’s collegiate career.

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Key Contributions & Execution

• End-to-End Content Production: Leveraged Adobe Premiere Pro and Photoshop to produce a suite of promotional videos and digital assets that anchored the program’s social media and email marketing efforts.

• Dual-Audience Marketing: Developed distinct content funnels tailored to two key demographics:

  • Incoming Freshmen: Created "lifestyle" and "hype" content to drive camp sign-ups and reduce "first-year anxiety."

  • Potential Staff/Volunteers: Produced narrative-driven content highlighting the personal growth and leadership rewards of being an RA or student leader.

• Strategic Facilitation: Balanced my role as Media Director with hands-on leadership, facilitating critical conversations regarding culture, identity, and inclusion. This ensured that the "on-screen" brand promise of a welcoming environment matched the real-world experience.

The Impact

The result was a modernized digital brand that successfully translated the energy of the South Carolina coast into a powerful recruitment tool. The "movie-like" aesthetic increased social media engagement and contributed to a more robust, diverse pool of both campers and student leaders.