Case Study
Columbia University
Using Video Storytelling to Convey Program Value and Impact For Varied Career Paths
The Challenge
Columbia University’s School of Professional Studies (SPS) offers the Narrative Medicine Master’s Program (NMED) and Certificate of Professional Achievement, two unique and highly specialized education opportunities that attract a diverse cohort, ranging from medical students to individuals with creative backgrounds. To create awareness and understanding of the program and its positive career impacts, the NMED program sought to communicate the complex nature of these programs and how they address the distinct needs of its varied student base.
What We Did
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Creative Concepting
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Scriptwriting
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Video Production & Editing
The Solution
We concepted, planned, and executed a holistic video production process. We conducted the video shoot on Columbia’s campus, interviewing both faculty and student alumni while also filming b-roll.
During post production, we crafted a three minute hero video as the central program story for the website, as well as additional edits to to address frequently asked questions. These focused on the specifics of the Certificate program and demonstrated how the Narrative Medicine program serves different career paths. To extend reach, we also created shorter, 15-second video clips tailored to creative and medical career paths for use in paid media.
The Impact
The hero and FAQ videos continue to reside on the website, playing a crucial role in educating prospective students more deeply about the programs.
The cutdown social videos enabled us to deliver more personalized messaging to various segments, driving both prospecting and retargeting efforts.
8.6%
CTR from paid search
$1.66
CPC from Town Hall Exchange audiences