Community College Marketing Video Refresh

Community College Marketing Video Refresh

Modernizing a community college’s video marketing

In September of 2019 I began working with Wichita-area-based Butler Community College to chiefly help its in-house video output. It was a challenge I was interested in, given the opportunity to be part of what I deemed to be a good cause (community college/relatively low-cost education) and the chance to help build something from the ground up to exceed expectations for the budget while helping to modernize the school’s digital content initiatives.

A snapshot of research I presented to management

Leveraging research, data, contacts, and experience I was able to modernize the community college’s video equipment and methodology.

The “before”; aka, what the in-house team was making in terms of video before I got there.

After starting, I worked as quickly as I could to realistically assess the role’s (and department’s) needs, leveraging professional experience and contacts to research, recommend, receive and, ultimately, utilize equipment to create organizational media in line with budget restrictions.

Due to the limited budget and nature of the position, I targeted equipment with a high degree of synergy and user-friendliness while also meeting standards for quality to outfit the role: a hybrid camera known for excellent video in 4K and above-average stills; a corresponding affordable-but-sharp zoom lens with a 2.8 aperture that allows for flexibility in both video and photo environments; a camera flash; support equipment that allows for motion, stability, and interconnectivity to aid with production value (including a gimbal); an easy-to-transport, safe light kit with optional battery power to limit the need for cables. A sound recorder with at least five different applications in the department alone; A wireless mic kit, a separate, speciality lav mic, mic tape, and a v.o. microphone; sandbags for safety; headphones, and, a professional light meter. My ultimate goal was to build an audio/visual boilerplate that could be used and referenced in the department for years to come and to create professional results in-house going forward, and I think that was achieved.

I informally cross-trained and tried to embolden other members of my team, as well as the new TV station manager (and student workers) with recommended best practices using Adobe Premiere and in video communication in general. I also regularly provided feedback on in-process projects and completed multiple in-house video projects (example below):

Butler Early Academy: Culinary Arts

(Director of Photography, Editor, Sound, Accessibility) (4K)

(Instagram) (Facebook/Unavailable). (Twitter/X)

I also exported video for specs specific to various social
media platforms, like Instagram, Facebook, and Twitter (pictured from left to right) respectively. Click under any image to be taken to the corresponding post.

In addition, I produced many other video projects in-house serving as the lone content creator; I’ve included examples below (animations formed from existing assets):

A short video asset of campus life created with multipurpose social
media application in mind (longer-form examples available upon request)

A student discusses her scholarship opportunities and family history at BCC
A still from an unreleased video featuring an international student and soccer player
Another still from an unreleased video about an early academy drone training program
A Nurses’ Pinning/graduation ceremony recap video from winter of 2019.’ pinning I produced
A snapchat ad I edited and recorded for short-term classes
A video featuring motion graphics and animated slides
Animation isn’t. a skill I advertise but I gave it a whirl here.
A sampler reel of footage I shot and edited during the transition.

Not to take too much credit, but after having time to utilize my recommended equipment and practice my demonstrated approach/ techniques and recommendations (including adding YouTube thumbnail covers), the department has come a long way in my view; here’s a 2023 example of what the in-house team is able to make today:

The “after”, or, what they’re able to make today.

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