USC Thornton School of Music: Matching Event over Message

Situation

While we worked with the USC Thornton School of Music we filled requests to exhibit on behalf of the school at many events. The challenge at the time was one of matching promotional material to audience. Many of these events were very long involving many hours over multiple days, and often the recruits in attendance were not necessarily interested in traditional student recruitment publications.

Solution

We partnered with a production company to brand a series of game cubes or patience puzzles. This gave us a single format comprising many different kinds of games that proved to be incredibly popular with literally everyone. It was popular for the recruits who would stop by the booth, except now they would come by repeatedly to try different puzzles. It was popular for those who were also part of the various programs and it gave them better tools to assist in recruiting. It was popular for others exhibiting at the same events who noticed with envy how effective the tool was but also enjoyed playing with the game cubes. And just as importantly, it was popular with the exhibitors themselves as it gave them something fun to do while passing away the many hours exhibiting.

Success

The game cubes contributed to the growth of the brand as it extended the format in which the program could market beyond the traditional methods of publications.