| Winter 2019, No. 99 |
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ContentsBringing “Be the Change” into Being The Carroll Community College Men’s Cross-Country Team Planning Advisory Council Portal Resources Collegewide Committee Responsibilities and Procedures
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| Bringing “Be the Change” into Being |
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Carroll’s new “Be the Change” student recruitment campaign has officially launched, aiming to inspire not only our students but also College staff and faculty to find ways to make a positive difference in themselves, their community and the world. The “Be the Change” concept evolved from market research into the values of Gen Z, the latest generation of incoming college students. In particular, Gen Zers believe in mobilizing for causes important to them, collectively solving conflicts and improving the world we live in. What more empowering message than the slogan “Be the change,” derived from the Gandhi-attributed quote “Be the change you wish to see in the world.” For the overall look of the campaign, Carroll’s graphic design team—Peter Anania, Tara Barnabei and Ali Hunt—tapped into imagery that appeals to Gen Zers exploring colleges: vibrant colors, campus diversity and real students, presented in striking portraits on everything from brochures to billboards and social media. “Authenticity is important to Generation Z,” said Director of Creative Services Peter Anania. “They want to see and hear from their actual peers about the success they can achieve at Carroll.” For the “Be the Change” commercial—featuring Carroll students holding handwritten signs with motivational words—initial inspiration came from something more retro. “I remembered Bob Dylan’s classic music video for his song ‘Subterranean Homesick Blues’,” said Don Philbrick, Marketing Communications Manager. “It was a simple, yet compelling approach that I thought would work well for the commercial.” “We modernized the concept by shooting in green screen, replacing the background with the campaign’s color palette,” said Videographer/Photographer Max Magee. “We then identified the best moments from more than a hundred different combinations of our three dozen student volunteers.” “The real inspiration for the ‘Be the Change’ campaign,” said Maya Demishkevich, Senior Director of Marketing, “was the students themselves. Every decision we made had our students’ interests in mind—what moves them, what motivates them to succeed. And isn’t that what Carroll is all about?”  Cover of the new viewbook for the Be the Change campaign.  College President Dr. James Ball attended the filming of the new commercial.  Carroll’s New Television Commercial      |