Capital Campaign Video
The Lawrenceville School
The New Jersey boarding school surpassed its $200M goal ($218.5M) for a capital campaign that ended in late 2010. This capital campaign video, produced by deweymedia Executive Producer Paul Dewey, was a key element in the marketing arsenal used by the school to exceed the ambitious fund raising goal.
At nearly 15 minutes, this piece is significantly longer than an average annual fund video that we would do for a school. The purpose for the length is to tell the deeper story of the school, as well as expound on the necessity of the capital campaign. Lawrenceville’s campus, located just outside of Princeton, NJ, is idyllic and Arcadian. The setting is carefully established in the video’s introduction, as calm and serene music guides us through beautiful shots of the campus. Through short clips of multiple interviewees, we exhibit the breadth of Lawrenceville’s reach and impact; the volume of subjects we interviewed emphasizes how large and diverse the community of the school truly is.
It’s a heartfelt piece that will give a concrete sense of the school’s character to an audience unfamiliar with the school, as well as evoking nostalgia, pride, and reflection for parents, faculty, and alumni. On a fundamental level, all schools have the same goal of educating their students, but closer inspection of a school like Lawrenceville reveals a unique essence and identity.