This sub-page defines the technical and creative synergy between the Four Corners Creative Vision (FccV) media assets and the official university digital infrastructure.
1. Media-to-Web Architecture
The relationship between the video assets and the web presence is designed as a strategic donor journey.
- The “Soft” Entry: Social media videos utilize a “soft” Call to Action (CTA)—specifically “Learn More”—rather than an immediate request for funds. This “sneaky tactic” reduces friction, moving viewers from social platforms to a dedicated USU holding page where the full narrative is presented.
- Dual-Button Functionality: The staging site, developed under Gate 5 (Page Architecture), features a two-button donor flow.
- Button A (Aggie Funded): Directs users to the immediate crowdfunding campaign to raise the 7,000–8,000 needed per student trip.
- Button B (Endowment): Links to the established Ruthellen Pollan Scholarship Fund to secure the program’s long-term sustainability.
- Visual Continuity: Video end-screens are being aligned to flow directly into these web buttons, ensuring a seamless aesthetic transition for the donor.
2. Video Themes & Fundraising Advantage
The creative assets are categorized into Eric’s edited and produced “impact videos” that address specific psychological and economic donor motivations:
- “Citizens of the Planet”: Reclaims the “flyover country” narrative, positioning rural students as global participants who deserve access to national creative epicenters.
- “Economic Development”: Highlights the ripple effects of the program, showing how the creative process can seed local businesses and entrepreneurial tracks in the Four Corners.
- The STEAM Advantage: By integrating the “Arts” into STEM, the videos signal that the program serves a representative student population across all disciplines. This broadens the fundraising appeal by proving that creative “mental skills” are applicable to any career path.
3. Key Collaborators & Technical Integration
During the February 9th session, Jonathan Young identified several key collaborators essential to the USU web campaign:
- Ricky and Team: The technical leads responsible for the USU holding page architecture and ensuring the dual-button functionality works within university protocols.
- Colleen Hobson: Manages the “Application to Raise Funds” and provides the software needed to identify past scholarship recipients for testimonials.
- Dane Graham: Tasked with major-donor outreach, utilizing his connections to “deeper pockets” to move the campaign beyond small-scale crowdfunding.
- Brent and Levi: Regional creative partners; Brent provides social media amplification within artist networks, while Levi is a source for authentic B-roll (such as the Blanding traffic light) to replace AI placeholders.
4. Social Media Campaign & Branding Assets
The outreach strategy utilizes a multi-platform approach, leveraging specific assets for maximum engagement:
- Platform Deployment: Facebook is used for community and family connections, LinkedIn for professional and corporate-matching (Benevity) outreach, and Instagram/TikTok for high-energy student-focused visual storytelling.
- Staging Assets:
- Main Core Video: A 2-minute “master” narrative for the Aggie Funded landing page.
- Social Impact Cuts: 60-second, 30-second, and 7-second “blips” for high-frequency posting.
- LinkedIn/FB Long-form: Marc’s completed article, “The Bridge Between Two Horizons,” serves as a narrative anchor for text-heavy platforms.
- Technical Tools: The campaign will use Instagram “Stickers” for embedded link CTAs and the “Collaborator” feature to invite family members and influencers to co-publish posts, quadrupling potential views.