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Case Study: Event Marketing
Goal
Transform unstructured event footage into high-quality promotional content by leading creative strategy.
Timeline
September 2025
THE CHALLENGE:
GVSU Promotions Office was producing event videos that were driven by templated formats & vague briefs, resulting in generic highlight reels with little narrative direction.
Without collaboration from the marketing team, the task was to elevate story-less footage into something engaging & purposeful—within tight creative constraints.
The Promotions Office needed more than a video editor. They needed a creative strategist.
MY APPROACH:
For the 2025 Panhellenic Bid Day video, I led both creative & brand strategy. While the expected deliverable was a standard, music-driven montage, I recognized an opportunity to craft a deeper narrative. I reframed the content around a central message: sisterhood as legacy.
I built the story around a powerful moment from the event:
“33 years ago, I made my best friends... Now look around the room. You are part of a growing community.”
This emotional anchor became the foundation for the edit. I opened the video with the crowd’s energy “Who’s ready to open your bid?!” and layered in key moments that highlighted connection, anticipation, & shared experience.
What I did:
Internally, I aligned stakeholders around this vision. I clearly communicated the intended message, use cases (recruitment, internal messaging), & why a narrative approach would outperform the original brief.
I then edited the video in Premiere Pro, ensuring the emotional beats landed & the brand message remained clear and cohesive.
The Impact?
The final video broke from formula. The client was fully aligned with the vision and requested zero revisions.
More importantly, the piece reframed what this type of content could be: a brand-driven experience that invites viewers in & connects them to the university’s culture.
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