First-Ever Collegiate Campaign Videos Made
The campaign videos were hosted on the media site YouTube, and distributed through the social networking site, Facebook.
School presidential candidate Justin Ritchie, and Vice Presidential candidate Tim Ernst came up with the idea. They felt it would give them a strong competitive edge against their opposing candidates.
Ritchie didn’t want to do the average campaign video – he wanted something to grab the student body, and give them something to talk about. Ritchie & Ernst released four videos over the course of the campaign – each creatively highlighting important university issues – such as school spirit, parking, football, and construction.
Two of the videos reached the university’s number one video spot on Facebook.
UNC-Charlotte is not a school of particularly high student involvement, and Ritchie and Ernst knew this. The marketing tools – handouts, flyers, and table tents, emphasized the point to vote for Ritchie-Ernst, nothing more. They were bright, colorful, and easy to read. Again, the same creativity found in the videos was found in the marketing.
Initially, the Ritchie-Ernst campaign didn’t receive 51% of the vote – calling for a school mandated runoff election. The fourth and final campaign video, intuitively emphasized that a secondary election was at hand, and that students would need to vote again – for Ritchie-Ernst this time.
Election videos weren’t the only thing in the Ritchie-Ernst campaign arsenal. A efficient and informative website, as well as beautiful marketing tools gave the campaign another edge.
Most of the promotional tools were devised and created by Rithie’s friend and campaign manager, Marcus Hesse. Hesse directed and edited three of the campaign videos, and was a source of creativity on the team. Ritchie and Ernst fed campaign ideas to Hesse, who then came up with plans to incorporate them.
The Ritchie-Ernst campaign won the runoff election with 54% of the vote between two candidates. 1,421 students voted – as compared to only circa 500 in the university’s previous runoff election.
First Campaign Video
Second Campaign Video
Third Campaign Video
Fourth Campaign Video
Official campaign flyer
Official campaign handout
Runoff campaign handout