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New Video and Editorial Package Highlight Value of a Duke Education

University demonstrates how its programs benefit both students and society

A “handcrafted education.”

A new Duke University video and editorial package, all produced with a handcrafted look, say that’s what Duke students receive.

The package includes a 5-minute video, infographic, website and other resources that illustrate the many ways in which Duke benefits both students and society. It combines footage of Duke undergraduates and alumni with animations of students traveling around the world and graduates entering various workplaces, along with key facts about Duke. “The Value of a Duke Education” also emphasizes how financial aid enables Duke to admit top students regardless of their family finances and to help them graduate without high levels of debt.

The package is online at dukeforward.duke.edu/value-of-a-duke-education.

VDE

The video mixes stories of Duke students and alumni with key facts and “handcrafted” animations.

Among the facts highlighted:

  • Duke is consistently ranked among the top ten universities nationally.
  • Duke’s 14,600 students are diverse and come from 127 countries.
  • Half of Duke’s students receive financial aid. The average financial aid award is about $38,000. The average student’s debt at graduation is $18,500, or about $11,000 less than the national average.
  • Half of Duke students complete faculty-mentored research; 77 percent intern before graduation; and 43 percent participate in global education.
  • The median salary for Duke alumni is the sixth highest among all U.S. universities.

In its first few seconds, the video reveals its intention to break the mold of its genre. It opens with a dramatic shot of Duke’s beautiful campus, with “Pomp and Circumstance” swelling in the background and a flashy title swooping onto the screen. Then the image disintegrates as a narrator shouts, “No, no, no! Cut!” He is shown to be Walter Sinnott-Armstrong, a Duke professor ethics and philosophy. “I know what you’re thinking: another typical college sales pitch,” he says. “Well, typical – ha! – that’s not how we do things here at Duke.”

The video goes on to tell the Duke story through the voices of four current undergraduates and four alumni whose experiences range from teaching dance and theater in China to writing software to protect national security systems. One of the speakers, current junior Lavanya Sunder, describes her internship with a company in Brazil; Duke alumnus Marvin Mercelin, who played on Duke’s football team, shares why he chose to study to become a physician.

Several of those profiled note the importance of financial aid in making these experiences possible for a wide array of students. “Duke is so generous with the amount of money that they can give to their students. I wouldn’t be having the experience that I have right now if it wasn’t for the support that they give,” says junior Phil Reinhart.

The package’s other creative elements mirror the same handcrafted approach as the video. Duke’s Office of University Development and Office of News and Communications teamed up to produce the package, which will be featured on Duke’s home page and other university sites, shared on social media and shown at gatherings of alumni and other audiences.

VDE infographic

The editorial package includes this infographic, which highlights many of the facts in the video. Click here for a larger version.

“There is so much more to a Duke education than just classroom learning, and who better to share this story than our students and alumni who have experienced all of the opportunities Duke has to offer,” said Stephen Bayer, associate vice president of university development at Duke. “This package gives people a glimpse into how Duke changes our students’ lives, inspiring them to then go forward and change lives around the world.”

“We all know a Duke education is both valuable and precious, but conveying that is not as simple as it may seem,” said Michael Schoenfeld, vice president for public affairs and government relations. “The video and infographics tell an important story, one that will resonate with Duke alumni and those interested in the university.”

The creative team that worked on the project included Anna Prince, Carson Mataxis, Greg Jenkins, Kevin Kearns and Tom Dominick.