Higher Ed Storytelling University

#67 - Student-Led UGC and Building a Dynamic Video Content Creation Team w/ Andy Murphy from Siena College


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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
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Higher Ed Storytelling UniversityBy John Azoni

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