MONIQUE J. SENNET

The Objective

To develop a monthly news-style video series to engage community stakeholders and the general public by sharing the stories of the latest news and current happenings across the College community. Launching in October 2023, the campaign will promote positive brand awareness across external audiences.

The Strategies

1. In September 2023, soft launch the video series to a diverse focus group to gauge public interest. 

2. Identify production schedule, team roles/responsibilities and processes to maintain targeted monthly distribution frequency. It is important to maintain a regular cadence to strengthen campaign visibility and brand recognition, and to manage the expectation of viewers.

3. Create an audio/visual (A/V) script template to guide all visual, audio and messaging elements in the production process.

4. Collaborate with the creative services team to guide the creation of a consistent visual brand unique to this first-of-its-kind initiative. The design aesthetic should balance a warm and exciting feel while maintaining a refined and polished tone.

5. Identify distribution methods considering the target audience is external-facing community members and the general public. Direct inbox email for opt-in subscribers and social media. 

6. Develop a com.edu/intercom landing page for individuals to subscribe and to house an archived library of past videos.

7. Identify clear parameters for what qualifies for inclusion in InterCOM. To maintain the integrity of the campaign, it is important to use discretion and include high-level, newsworthy institutional items based on a predetermined criteria list.

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The Results

On September 1, 2023, the InterCOM video campaign soft launched to a focus group of more than 50 participants resulting in positive feedback from more than 97% of survey participants. During the September 25 Board of Trustees meeting, the series was previewed and received positive feedback. Since officially launching to the public on October 5, 2023, open rates have peaked at more than 44% per issue — well above the industry standard of 25%.

 

The series can now be viewed the first Thursday of every month on all COM social media platforms, online at com.edu/intercom or as a direct email for opt-in subscribers. This fresh, new approach to storytelling continues to captivate audiences and has proven to be a trusted resource to highlight the news and stories that shape the core of the COM experience.

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My Role

Creative Director, Project Manager, Script Writer and Voiceover Talent