CASE Study
Building in-house video capabilities for a marketing agency
Client
Nonprofit marketing agency in higher education
Challenge
The agency was heavily reliant on paid leads with low conversion rates. They lacked in-house video production capabilities—a key barrier to scaling digital marketing efforts, increasing brand visibility, and improving lead quality for their university clients.
My Role
Marketing Operations and Production Strategy Lead.
I was tasked with building a video production function from the ground up—integrating it into the agency’s core services and aligning it with broader marketing objectives.
I was tasked with building a video production function from the ground up—integrating it into the agency’s core services and aligning it with broader marketing objectives.
What I Delivered
- Introduced and led the development of in-house video production capabilities.
- Created standard operating procedures (SOPs) for scalable production.
- Delivered executive presentations to secure leadership buy-in and budget.
- Introduced and led the development of in-house video production capabilities.
- Integrated visual storytelling into brand identity and campaign strategies.
- Executed production to deployment workflows with digital advertising partners.
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More than 50 videos produced in the first year of implementation.
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Video output grew to 175+ videos annually by year five—with minimal budget increases.
Agency clients saw major improvements in:
- Brand visibility
- Organic traffic (especially from YouTube)
- Lead quality from digital advertising campaigns
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I've produced thousands of videos for clients. Check out some of them by clicking the link below.