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

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=enConnect With John:LinkedIn: https://www.linkedin.com/in/johnazoniWebsite: https://unveild.tvNewsletter: https://unveild.tv/newsletter