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:

• LinkedIn: https://www.linkedin.com/in/amurphy-siena/

Viral "Dad on college tour" video:

• https://www.tiktok.com/@sienacollege/video/6995142764497325318?lang=en
  
  

Connect With John:

• LinkedIn: https://www.linkedin.com/in/johnazoni
• Website: https://unveild.tv
• Newsletter: https://unveild.tv/newsletter