Student in front of a gray background, shouting Woo

University’s “WooLife” video wins national award

February 27, 2023
By: Rebecca Cross

A Worcester State University video featuring diverse and enthusiastic students sharing their school pride in unrehearsed, direct-to-camera cuts has been honored with a national video award by the Association of Marketing and Communication Professionals. 

The video, “WooLife,” won a Platinum Award for “Best Short Video” in the Education category by the Association of Marketing and Communication Professionals’ 2022 Viddy Awards, a prestigious international competition. The video was produced by the university in collaboration with ERI, a marketing strategy firm based in Worcester, Mass., and Portland, Maine, as part of an overhaul of the university’s website, which was relaunched last summer.

The one minute, fourteen second video, “WOOLife,” directed and co-produced by Raffi DerSimonian, ERI’s chief strategy officer, and shot and edited by video production company p3 Maine, features quick cuts of students shouting “Woo!” The university is moving to use the term “Woo” in place of WSU, a generic acronym that is easily confused with other institutions. Most recently, the university’s student web portal was rebranded as MyWooState.

“We’re so proud to have our outstanding students personally share their love of Worcester State with others who want to learn more about our university,” said Maureen Stokes, Worcester State University’s assistant vice president of Communications and Marketing. “Working with the ERI team to tell our story and bring it all together in what is now a highly engaging, video-rich website, is really rewarding for us.”

The new Worcester State website, designed to more effectively communicate what it means to be a Lancer by way of a mobile-first and visually driven user experience, has also earned accolades, including a Silver Medal for “Best University Website” at the 2022 Davey Awards, which celebrate the work of smaller agencies.

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