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

Higher Ed Storytelling University

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