JMU Lifelong Learning Institute
The Lifelong Learning Institute is a program that offers non-credit educational opportunities taught by retired university faculty and guest lecturers. Since there are no exams, readings, or homework, this encourages adults to participate in education only for the sake of educating themselves. The classes taught at LLI are offered to help broaden your knowledge in areas within cultural, societal, scientific, and global issues. The classes are offered at the Ice House and Sunnyside located in Harrisonburg, VA.
Objective
Big Idea
The objective was to advertise the Lifelong Learning Institute because they offer many educational and social benefits to the community but need a way to reach their desired audience. The goal of these ads is to inform people about LLI while also persuading individuals over the age of 50 to enroll in the next semester of classes.
The big idea is to tell a story to the audience about how the LLI has impacted the educational and social lives of adults within the community. This big idea will encourage mature adults to further their education through LLI.
Media Rationale
Through research, we found that in order to reach this older crowd we needed to choose an appropriate media platform. Audio and video were the perfect fit for the target audience. The target audience is more likely to watch a video ad or listen to an audio ad on the radio than any other age group. We also found that these ads had to be conversational and casual as well as have a clear call to action and repeat the LLI name through the ads.
Story Boards
In our video ad we wanted to make sure the interview felt and looked like a conversation. We sketched out how we planned camera angles as well as what b-roll shots we wanted to take from the LLI classes.