Friendly Face, Real Connection
To better connect with adults who may be nervous about returning to school, the Educational Opportunity Center has aggressive goals to maintain their status. After a market assessment, Stamats knew that featuring the center’s director, Kevin Black, would create the right type of engagement.
The Center supports adults who need that extra attention as well as provide free assets to ensure they get a great start at college. The team wanted to bring Kevin’s welcoming personality that students will experience during events into the social first interactions.
The goal: Show the warmth, support, and accessibility that define the program from the very first touchpoint. Stamats strategists delivered on this goal, all within two weeks, with the following:
- Clarify the video’s purpose, audience, and desired tone
- Craft a concise, empathetic script to guide filming
- Provide on-camera coaching and delivery tips for Kevin
- Recommend visual framing, environment, and pacing
- Design new website pages to support the journey
- Boost the video through social posts
Results that Matter
people reached across targeted counties (in 2 weeks)
total ad views (avg. 4.5 per user, in 2 weeks)
clicks to the EOC website & inquiry form (in 2 weeks)
97% Video Hook Rate!
The programs can be confusing. Stamats created a clear script: “Your comeback starts now, and it won’t cost you a dime” was an immediate draw that had a video hook rate of 97%. Outstanding!
And the team was correct: the combination of Kevin’s excitement for the Center and the right delivery was an immediate winning combination. The video demographics was exactly on target: 43% men, 56% women. Top-performing segments included:
- Women 55–64: Highest individual demographic group overall
- Men 45–54: Largest male segment, narrowly beating men 35–44
- Women 45–54: Strong presence, nearly equal to their male counterparts
- Men and Women 25–44: Solid mid-career reach, ideal for decision-maker targeting
The welcome video became more than an introduction to the UW-Parkside brand; it’s a trust-building tool to spark action. The EOC team shared and boosted the video on Facebook to reach adults in the community and has integrated captions into the video for improved accessibility and broader reach.
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