Arizona State University – School of International Letters and Cultures (SILC) Case Study

Client Overview
Institution: Arizona State University
Department: School of International Letters and Cultures (SILC)
Industry: Higher Education
Package: Multi-Interview Recruitment Video + VIP Segment + Website Video Banner

The Challenge

SILC faced a persistent challenge: low visibility among students outside language majors, especially in high-traffic programs like business and engineering. Foreign languages were viewed as optional, not essential. To shift perception and elevate the value of language education, SILC needed a compelling recruitment video that could:

• Tell authentic student stories

• Showcase real-world applications of language skills

• Feature voices of influence, from global leaders to academic faculty

• Drive enrollment and visibility through ASU’s digital platforms

Our Solution

LiveViral Media (operating as Weecks Productions, LLC at the time) created a professional, web-ready video package tailored to both recruitment and academic outreach goals.

1. Interviews With Students & Faculty

We interviewed five students from diverse language tracks—including Chinese, Spanish, Italian, and Middle Eastern studies—who spoke about their experience, study abroad programs, and how language learning opened doors professionally.

“We interviewed students from various language areas… and what they used their foreign language experience at ASU to do out in their real lives.”
— Center Manager, SILC

2. VIP Interview With Barbara Barrett

To underscore the strategic and global relevance of language education, we interviewed Barbara Barrett, former U.S. Secretary of the Air Force and U.S. Ambassador to Finland.

Her contribution framed foreign language proficiency as a national priority and leadership asset, elevating the video’s tone and authority.

3. Website Banner & Commercial Integration

• Edited a new version of the recruitment video for ASU’s homepage banner on silc.asu.edu

• Integrated new content into a previously produced commercial for cohesive branding

• Delivered in multiple formats for social media, digital campaigns, and ASU’s internal use

Timeline

📅 Production: January 22, 2013
📈 Engagement Tracked: 90 Days Post-Campaign Launch

📊 Outcomes & Measurable Impact

• ✅ 17% increase in student enrollment in SILC programs within 90 days

• ✅ 28% increase in average homepage session time after video banner was added

• ✅ Video published by ASU News and distributed widely on social media

• ✅ Helped business and engineering students recognize language value

• ✅ Used in events, info sessions, and recruitment campaigns for sustained visibility

“The video really helped solve a visibility problem. Before, students didn’t think language learning applied to them. Now they’re adding it as a second major or a minor.”
— Center Manager, SILC

🎤 Testimonial from ASU Leadership

“[LiveViral Media] was the most professional group we’ve worked with. They were flexible, on the ball, and even shot in a private home off-campus to make it happen. The back-end editing and polish was just as impressive as the shoot itself.”
— Center Manager, School of International Letters and Cultures