Flagler College

Services:

    Situation: Since opening in 1971, Flagler College had been a magnet for people drawn to its gorgeous, historic location in St. Augustine, Florida. The problem? As a relatively new institution, Flagler struggled to build reputational awareness and tended to lean on location instead of culture. It was time to lift the veil – and showcase the energy and creativity that inextricably connects the campus and the city.

    Solution: Ditch the old ways of thinking. Dive deep into the spirit of Flagler people past and present (including Henry Flagler, THE entrepreneur who put Florida on the map) and connect that energy to Gen Z’s prewired creative, maker-culture mindset. We hit hard on only-at-Flagler, hands-on experiences; pulled forward the hip, artsy, quirky culture of the place; and let the people tell the story. The lore of St. Augustine’s pirates and conquistadors is still present, but this time visually represented and juxtaposed with surf culture, Art Nouveau, and architectural motifs. The campaign demonstrates how Flagler people do more than live in history, they Make History.

    What we did: Recruitment campaign, digital advertising, social media ideation, creative consulting, print materials, email and print search campaign, yield strategies and creative development, acceptance experience

    Mindpower Inc.·337 Georgia Avenue SE, Atlanta, GA 30312··