CHALLENGE/

Pacific College of Health and Science offers undergraduate and graduate degrees in a variety of integrative medicine specialties. Pacific College was founded in 1986 as Pacific College of Oriental Medicine. When the brand wanted to change its name to better reflect both their Traditional Chinese Medicine and Western modalities, they needed to be sure that they did not alienate their current students and alumni while expanding their audience.

SOLUTION/

Pink worked collaboratively with Pacific College to develop a series of new videos for the brand to highlight their refreshed identity. The project included development of the video concepts, pre-production planning, post-production editing, and the video shoot itself. The video was shot on-site in Pacific College’s three main markets San Diego, New York City and Chicago. A Name Change video and a series of Alumni stories and Program spotlights were developed from the footage. The “New Name” video featuring the College’s President earned the most views and most engagement of any video previously developed by the College. Following the brand’s name change, Pink developed a new look and feel for the microsite used by the College for its paid lead generation efforts. We also execute all of the creative design for the brand’s organic social media program.