Case Study: CREW Utah Scholarship Campaign – Promoting Women in Commercial Real Estate
1. Project Overview & Role
The CREW Utah Scholarship Campaign aimed to raise awareness about the organization’s scholarship program and highlight the experiences of women in commercial real estate. The goal was to increase scholarship applications, attract new members, and secure corporate sponsorships.
I worked with the CREW Utah marketing chair and chapter president to develop a short-form video campaign that showcased the real experiences of women in the industry. We focused on producing 24 video clips optimized for social media, capturing personal stories of career success and how the CREW Utah scholarship had impacted members' professional journeys. The videos were filmed in a single day, using a batch production process to reduce costs and accelerate production, which helped maintain efficiency and maximize impact.
2. Key Strategies & Execution
Short-Form Video Campaign: I produced 24 short-form video clips, each under 60 seconds, focusing on the real-world experiences of women in commercial real estate, including brokers, developers, and construction managers. These clips, filmed in a single day using a studio setup in a sponsor’s office, were optimized for social media to ensure high performance and engagement. This approach allowed us to keep production costs low and maximize efficiency while delivering a variety of authentic stories.
Targeted Social Media Promotion: The videos were shared across LinkedIn and other platforms to engage CREW’s target audience. The short-form content was designed to connect emotionally with viewers, showcasing how the scholarship supported real career advancement, and encouraging membership interest and scholarship applications.
Sponsorship Promotion: The personal, impactful stories of women in real estate helped demonstrate the tangible benefits of CREW Utah’s scholarship program to potential corporate sponsors. The campaign was leveraged to draw sponsors into CREW’s mission of empowering women, leading to increased support for the organization.
Increased Scholarship Applications: The video campaign resulted in a higher number of scholarship applications, driven by the authentic, relatable stories shared through the short-form video clips.
Raised Awareness and Membership Interest: The campaign’s focus on personal stories helped raise CREW Utah’s profile and generate more membership inquiries, increasing interest in joining the organization.
Secured Sponsorships: The emotional connection created by the videos successfully attracted corporate sponsors, helping to further fund CREW Utah’s initiatives and scholarship program.
4. Conclusion
Through a focused short-form video campaign and strategic social media promotion, I helped CREW Utah increase scholarship applications, boost membership interest, and secure additional sponsorships. The use of real stories and efficient batch processing for video production ensured that the campaign was both cost-effective and impactful, contributing to the continued success of CREW Utah’s mission to empower women in commercial real estate.
