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Higher Ed Storytelling University
Trailer
Bonus
Episode 67
Season 1
#67 - Student-Led UGC and Building a Dynamic Video Content Creation Team w/ Andy Murphy from Siena College
My guest today is Andy Murphy, Associate Director of Marketing at Siena College. In this episode, Andy shares insights on building and managing a video content creation team that includes full-time staff and student interns.
Andy discusses Siena's approach to video marketing, leveraging both professional and student-created content to engage prospective students and showcase campus life.
Key Takeaways:
- Siena's video content team includes full-time staff and 10-15 student interns each semester.
- Student-created content helps capture authentic campus moments that resonate with prospective students.
- Analytics and A/B testing are used to teach interns about effective video marketing strategies.
- Viral TikTok success has raised the bar for consistent, high-performing content creation.
- Aerial video footage of campus events like Siena Fest has directly influenced enrollment decisions.
- Repurposing long-form video content into short-form clips for platforms like YouTube Shorts is an efficient strategy.
- Managing brand consistency and onboarding new student creators are ongoing challenges.
- User-generated content campaigns can yield highly effective marketing materials.
Connect With Andy:
Viral "Dad on college tour" video:
Connect With John:
- LinkedIn: https://www.linkedin.com/in/johnazoni
- Website: https://unveild.tv
- Newsletter: https://unveild.tv/newsletter