MSU: College of Veterinary Medicine
Mississippi State University's College of Veterinary Medicine sought to elevate its brand and connect with potential students and donors through compelling video content. The college aimed to showcase its unique programs, faculty, and students in a way that resonated with their target audience. To achieve this, they required a tailored video strategy on a branded web platform that would deliver authentic stories free from the distractions of social media.
Video Production
To bring the College of Veterinary Medicine's vision to life, I collaborated closely with admissions staff with no prior video production experience to develop and ideate 18 video concepts. These concepts were then further developed into detailed storyboard documents outlining key messaging, interview questions, and suggested B-roll footage.
With a clear vision in place, we worked to identify and schedule over 30 interviews with students, faculty, and key donors across three campus locations. This involved coordinating travel logistics and creating a comprehensive filming schedule for a two-person production team.
Video Post-Production
Once the footage was captured, I worked with the client to identify additional storytelling opportunities within the existing footage. This led to an upsell of five additional videos, maximizing the value of the production.
In overseeing the post-production process, I coordinated the distribution of supplemental video materials from multiple sources within the University of Mississippi System. I additionally lead in-house quality assurance by reviewing content alongside the client, resulting in deliverables that met their goals and maintained our high-end quality standards.
Outreach at MSU CVM
Website Development
To complement the content, I spearheaded the development of a dedicated web platform. Keeping the target prospective student audience in mind, we gathered essential photography and brand assets that aligned with the project's goals.
Collaborating closely with our international design team, I guided the creative process, emphasizing the integration of the College of Veterinary Medicine's unique brand elements, particularly the distinctive geometric pattern. This further cemented the site as a tool to showcase the college as an independent brand, not just a subsect of the University of Mississippi System.
In overseeing the entire development timeline, I recognized an opportunity to pilot a newer version of our Viewbook product. With this, I championed for a complimentary upgrade to our latest CMS. This strategic move not only enhanced the platform's capabilities but also incentivized the client to extend their contract, which was successfully achieved.
To ensure a seamless user experience, I rigorously tested the site's functionalities and accessibility features. Leading comprehensive training sessions for the client, empowered them to effectively manage the backend CMS, access the analytics platform, and enabled them to own the site.
