SFU
ROLE | Social Media Marketing and Videographer
Overview
At SFU Career and Volunteer Services, my primary focus revolved around crafting an inspirational video. Tailored for the CVS website and suitable for presentations during classroom visits and campus events, this video aimed to expand students’ outlook on career education and highlight the diverse array of services offered by our department.
Memorable Contributions
Brand Awareness Video
Produced an inspirational video for the CVS website and events, increasing student awareness of career education and department services.
Standup Banner Design
Redesigned CVS’s stand-up banners to strengthen brand identity and improve communication at events.
Instagram Page Creation
Launched CVS’s Instagram from scratch, implementing a content strategy that gained 500+ followers in the first week and boosted engagement.
Brand Awareness Video
Stage 1
In order to prepare for the video creation, I had to do a needs assessment. I created a spreadsheet using excel and gathered, reviewed and documented all of the videos that existed either on CVS channels or in the CVS shared drive. I used criteria to curate and rate them, such as “educational, entertaining, and relevant” categories. From there, I brainstormed the potential videos (content, style) that CVS could benefit from, in order to meet their objectives, which were:
they want to have a contemporary video that adds “heart” to their otherwise fairly corporate, standard website outlining services, they want to represent their philosophies, and they want to let students know who they are.
Since they already have a video that is still very popular – but is getting somewhat outdated – this video could compliment it and potentially replace it, in a shorter, more modern and more versatile format. My research findings determined the direction for the video script, and footage that would support the story.
Stage 2
Before scripting, I researched relevant videos (sports commercials, music, and educational clips) to shape the vision. I incorporated common career and school myths (e.g., “you don’t belong in academia,” “you are defined by your degree”) by creating a staff questionnaire and drawing on CVS’s “challenge cards,” which informed the video’s structure and narrative.
original script
final script
Stage 3
The writing and visioning process led into gathering and assembling the footage. I sketched a rough storyboard to communicate my vision to the team, which was:
Seeing students in action, working on something that they are passionate about, on and off campus.
My supervisor connected with Jason Margolis, at SFU’s Creative Studios to ask about pre-existing footage in line with what we were looking for. From there, I created a list of all the footage that I wanted from the clips he had sent me, and I was able to start editing and cutting the parts I wanted in Premiere Pro to create a rough cut.
I created the following table to organize the footage that I wanted to capture.
I also started looking for a background music at this stage. I selected background music (“Where Do I Go” by Ninjoi) from Thematics, choosing a track that balanced positivity and emotion to enhance the video’s motivational impact.
Stage 4
I refined the rough cut with feedback from my supervisor, department director, and Creative Studio, focusing on sharpening the opening, aligning with SFU’s brand, and adjusting the script. During this stage, I booked staff voice-over recordings with Duane Woods at the Centre for Educational Excellence, tested recordings in the library, and cast students to film additional footage.
Stage 5
This project took around a year and a half to complete as we had some hiccups throughout our process. We were finally able to finish it on September 2020 and upload on Career and Volunteer Services YouTube channel.
Results & Takeaways
Even though we had to share the script and the vision of our video with other staff, it was very important to me to hold on to my vision as a student as well as a co-director because I wanted to create a video that was different from what already exists out there. I insisted on keeping some of the script because I knew that the students would fully relate to and connect with us. By saying my opinion out loud and having supportive reasons, I think that I was able to have the competing voices on board with myself.
Standup banner
As part of my responsibilities, I was tasked with creating a standup banner for the SFU Career and Employment Centre. This banner was intended for display both in front of the centre and at various events they attended. My approach was to craft a message that resonated with students and addressed common concerns around career and employment.
Process
1. Identifying Student Concerns:
I researched common myths and questions students face about careers, such as being stuck with their major, uncertainty about career paths, and lack of transferable skills.
2. Message Development:
From these concerns, I drafted three banner messages. The team selected “One Major, Endless Possibilities” to emphasize that any major can lead to diverse career opportunities.
3. Image Selection:
I sourced images from SFU’s library to represent diverse students and occupations, despite limited options.
The final banner, featuring “One Major, Endless Possibilities” and diverse imagery, promoted career opportunities for SFU students. It was later adapted into a Facebook banner and campus screen displays for broader reach.
digital artwork
final standup banner
Results & Takeaways
This project emphasized the importance of understanding the target audience and addressing their concerns effectively through design and messaging. It also highlighted the value of utilizing available resources, such as image libraries, while creatively overcoming limitations to achieve the desired outcome.
Instagram Page Creation
Upon joining CVS, I recognized the importance of establishing a presence on Instagram, a popular platform among youth, to enhance awareness of the center and its events. With the aim of fostering collaboration with other SFU departments and engaging students, I spearheaded the creation of the SFU Career and Volunteer Services Instagram page.
Process
1. Identifying Content Themes:
I brainstormed post topics to engage students, including inspirational quotes, workshop updates, and career/volunteering tips.
2. Content Calendar Development:
I organized these themes into a content calendar, ensuring a balanced mix and consistent posting to boost engagement.
3. Page Launch and Growth:
After launching the Instagram page, I promoted it across channels, gaining 500 followers in the first week and generating strong student engagement.
The SFU Career and Volunteer Services Instagram page served as a hub for engaging and informative content, including inspirational quotes, workshop announcements, and educational tips. Through strategic planning and consistent posting, the page garnered significant traction and engagement from students, contributing to increased awareness of the center and its offerings.
Instagram Page: SFU Career and Volunteer Services
Results & Takeaways
This project highlighted the importance of leveraging social media platforms to connect with target audiences and promote organizational initiatives. It underscored the value of strategic content planning and consistent engagement in building a robust online presence and fostering community engagement.
