Savannah College of Art and Design (SCAD)
The Savannah College of Art and Design (SCAD) is a private, nonprofit, accredited institution that prepares students for creative careers, with bachelor’s and master’s degrees in more than 40 majors at locations in Savannah, Atlanta, Georgia, Hong Kong, Lacoste, France and online through SCAD eLearning.
SCAD challenged Fahlgren Mortine to help brand and launch SCADpad, an experimental micro-housing community that was built in the midtown parking deck adjacent to SCAD’s Atlanta campus. The goal was to launch SCADpad locally, nationally and internationally over the course of six months from naming and logo development, to marketing strategy, website development, global media coverage and a national ad campaign.
This challenge of this integrated campaign was to not only develop communications materials, as well as brand and garner media attention for SCADpad, but to also recruit students and members of the media to stay the night in one of the micro-dwellings.
We gathered a team of 31 Fahlgren Mortine associates from multiple disciplines, including public relations, digital marketing, creative, advertising and brand planning to launch SCADpad. Once the brand and visual identity were established, SCADpad.com was launched to recruit SCAD students to live in SCADpad.
Fahlgren Mortine developed ads, planned and managed the media launch event, and secured media members as the first residents of SCADpad. We also evolved SCADpad.com from a reactive microsite into a content hub where media, the public and students could learn about SCADpad and see finished photos of the community for the first time.
The SCADpad announcement proved to be the most viewed in SCAD’s history. Fahlgren achieved placements with top media outlets, including Today, Time, USA Today, Yahoo!, CNN, HGTV’s FrontDoor, The Guardian, ArtInfo and Dwell.
Through our media efforts we reached 231.1 million readers, viewers and listeners, equaling 75% of the U.S. population. SCADpad.com had 72,128 page views during the first two weeks of launch. Compared to the 12 days prior to the unveiling, SCADpad.com achieved the following increases:
- Site sessions – up 516%
- Site users – Up 521%
- Page views – Up 943%
- Pages per session – Up 69%