S T R A T E G Y

There is already enough content.

Before I think about cameras, platforms, deliverables, or whether something should be vertical for reasons no one fully understands, I start with a simpler question:

Who is this for, and why should they care?

STAND OUT

You are probably not the only organization saying you're innovative.

Or transformative. Or committed to excellence.

Organizations tend to sound remarkably similar when they're talking about themselves.

The interesting stuff usually lives somewhere underneath all of that: the people, contradictions, experiences, and ideas that actually make a place different.

My job is to find it.

Audience Research · Positioning · Messaging · Narrative Strategy

BUILD CONNECTION

Nobody has ever fallen in love with a strategic priority.

They might, however, care about the person whose life it changed.

That's why I look for the human story inside the institutional one: the student behind the program, the researcher behind the discovery, the donor behind the opportunity, the person behind the impressive collection of nouns in the mission statement.

That's where institutions become real.

Story Development · Interviewing · Creative Direction · Audience Engagement

INSPIRE ACTION

Great. They saw your content. Now what?

A view is nice.

But usually, we're trying to accomplish something more than briefly interrupting someone's lunch.

Enroll. Give. Attend. Participate. Advocate. Apply. Remember us tomorrow.

I start with the action we're trying to inspire and work backward, building the story, format, and distribution around what we actually want to happen.

Content Strategy · Multi-Channel Distribution · Campaigns · Analytics