The 2018 summer residencies at California Institute of the Arts provide a place for artists to experiment, collaborate and refine their work. It offers an escape from routine, 5 weeks of intense focus and field trips with mentors. We chose to highlight the student experience of living and working in this environment by building a message-driven recruitment campaign that reflected the experimental nature of the Institute. "Reside in the face of provocation. Reside in radical immersion. Reside at CalArts this summer." This campaign ran across social media (Facebook, Instagram, LinkedIn) and Adwords, with placements in Art + Education and newsletters, and has so far yielded over 5,000 new visitors to the site, and an influx of applications.
"I am so impressed! They took great care to fully understand the unique culture of our Institute and the programs we were marketing, and then created a great campaign we were all so proud of."
CRITICAL STUDIES FACULTY + DIRECTOR OF SUMMER SESSION,
CALIFORNIA INSTITUTE OF THE ARTS