The OSU Business Solutions Group is a real-World experiential learning program for student programmers. They already had a social networking site based on Ning, but it needed some spicing up. Their site needed to become a place where students, hiring businesses, and alumni could all connect.
Working with a videographer, I highlighted how fun it is to work at the BSG as well as the quality and skills of the students. I also set up groups and forums where students could engage directly with tech companies in support of their employment search as they get close to graduation.