The Challenge 

As student audiences increasingly engaged with vertical video, our existing production model was still built primarily around photography and occasional, high-effort video projects. Moving to a consistent video cadence was not simply a technical shift; it required a fundamental change in how the team planned, produced, and evaluated content.

Capacity and Skill Gaps
The team was understandably cautious about adding new platforms and formats. Vertical video introduced new cultural norms, faster turnaround expectations, and additional demands on an already full workload.

Lack of Production Systems
Without standardized workflows, each video required significant upfront planning. When schedules shifted or contributors became unavailable, production stalled entirely.

Alignment Challenge
My role was to bridge leadership’s vision for expanding video storytelling with the creative team’s practical concerns about sustainability, quality, and time.

Strategy

To increase video output sustainably, I focused on removing ambiguity from the production process and replacing it with shared frameworks. The goal was not to chase trends, but to make video creation predictable, manageable, and actionable for the team.

Standardizing What Could Be Standardized
I translated the vision for recurring series such as Day in the Life and Research in Under a Minute into clear production frameworks. This included standardized shot lists, pacing guidance, and basic timelines so creators always had a roadmap before filming began.

Supporting Subjects and Contributors
To lower barriers for participation, I developed simple guidance materials for students and staff contributing footage. In parallel, I partnered with our videographer and graphic designer to create branded opening and closing templates, allowing the team to maintain visual consistency even with fast turnarounds or user-submitted content.

Coaching Through Change
When new concepts generated skepticism, I framed experimentation as collaborative problem-solving rather than mandate. The approach was simple: test the idea, evaluate what worked, and refine it using the team’s expertise.

Intentional Distribution
Rather than applying a single posting strategy across platforms, I implemented a differentiated approach. Student-life content was cross-posted to maximize reach and representation, while institutional and fundraising messages were tailored to specific channels. This ensured our social presence remained focused on belonging and the student experience, while still supporting broader institutional goals.

Execution

Developing a Video Workflow

To move from ad hoc video production to a sustainable vertical video strategy, I established a standardized workflow that balanced creative flexibility with operational clarity. This framework ensured every piece of content moved through the same stages — from intake and planning through evaluation and iteration — reducing production friction while maintaining quality, accessibility, and subject consent.

Standardizing Production

To reduce the lift required for each video, I developed standardized shot lists and subject guides for each vertical series. These tools gave creators and participants a clear roadmap for filming, whether content was captured on-site or self-recorded. By removing guesswork from the process, the team was able to produce content more consistently without increasing workload or sacrificing quality.

Creating a Repeatable Video System

Rather than treating each video as a standalone project, I structured content around repeatable vertical series such as Day in the Life, Student Club Spotlights, and Research in Under a Minute. This approach allowed the team to plan production in advance, reuse creative frameworks, and maintain a cohesive visual identity across platforms while adapting content for different audiences.

Impact

Building a Sustainable Vertical Video Engine

Operational Sustainability
By shifting to a series-based, template-driven production model, the team increased video output without expanding staff capacity or production hours. Video creation moved from an occasional, high-effort task to a predictable part of weekly workflow.

Expanded Representation
Standardized shot lists and subject guides lowered the barrier to participation, enabling a broader range of students to appear on camera with clarity and confidence. This approach supported more inclusive storytelling without placing additional burden on subjects or staff.

Platform-Aligned Growth
The platform-first strategy led to early performance gains, including a 69% increase in YouTube views within the first five months of the fiscal year and the successful launch of a new TikTok presence. The strategy and initial results were presented to the Board of Trustees as evidence of digital ROI and long-term scalability.

Institutional Capability
Beyond individual videos, this work established a scalable framework the team can continue to refine and expand. The system now supports ongoing experimentation while maintaining brand consistency, accessibility standards, and ethical storytelling practices.