Introduction and Overview
Central to my work at the Carnegie Mellon University School of Music was the design and implementation of a comprehensive marketing plan. This plan was collaboratively developed by multiple campus constituents and also incorporated feedback collected from prospective students, current students, and alumni. The marketing plan had three overarching goals: attract and retain highly talented students; raise the profile of School of Music faculty, students, and alumni; and increase attendance at School of Music sponsored events.
To address these goals, the School of Music initiated a rebranding campaign under my leadership and in collaboration with a design agency. Once started, the School of Music entered in to a multi-phase process to rebrand and reposition: the Website, Social Media and Digital Communication, Print Material, and Video Storytelling.
Phase 4: Video Storytelling
To complement the new website and print collateral, concepts for a series of videos to tell the stories of School of Music faculty members and to highlight the unique learning opportunities available at Carnegie Mellon went in to development. After securing the funding for the project, It was my responsibility to be the conceptional designer and producer of the videos as well as act as the project manager and oversee the independent film director that was hired.
Full Length Videos
Full length videos were intentionally kept to under 3 minutes and edited based on themes (instead by faculty member) in order to ensure that the videos could be used in multiple arenas and have as long of a shelf life as possible.
Short Promotional Videos
Short promotional videos (under 30 seconds) were designed and edited with sound bites in mind and for use as ads on social media.
