In this solo episode, John addresses a critical gap in how colleges use video content during yield season. Most institutions have great video content scattered across platforms, but admissions counselors often don't have easy access to share it in one-on-one conversations with prospective students—exactly when it could make the biggest impact.

Key takeaways:

• Video shouldn't just be a broadcast tool measured by views—it's a powerful one-to-one communication asset
• Five strategic views from an admissions counselor to fence-sitting students may be more valuable than 5,000 algorithm-driven views
• Marketing, social media, and admissions teams often operate in silos, missing opportunities to leverage existing content
• A simple Google Doc library organized by student questions can bridge this gap in an afternoon
• Don't just rely on the algorithm to deliver your content—be the algorithm by hand-delivering the right video at the right moment
• Measure success not just through broadcast metrics, but through counselor feedback on whether videos helped close enrollment gaps

Resources mentioned:

• Free Google Doc template: https://unveild.tv/strategytoolbox

Connect with John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Email: [email protected]
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter