CASE Presents: Creative approaches to increase engagement-Presentation (Limerick)

Presentation (Limerick)

Pdf Summary

The presentation "Storytelling on Screen: The Power of Video in Communicating University Messaging" highlights how video storytelling effectively connects audiences and enlivens university communications. Speakers Sheena Doyle, Head of External Communications, and Michelle McMahon, Digital Marketing Officer, emphasize creativity as vital for team morale amid typical daily challenges like crisis communications, writing, meetings, and tech issues.<br /><br />The university’s video programme began in 2018 with the first Christmas video and was significantly expanded in 2023 post-COVID, becoming a pioneer in paid student content creation. It boasts viral successes, including being the first Irish university to reach 1 million likes on TikTok and accruing 55,000 followers. Their impactful video content has received high acclaim, winning prestigious CASE awards and recognition at the Digital Marketing Awards.<br /><br />A key innovation is empowering students to pitch and produce content themselves, exemplified by fourth-year student Sabhbh’s weekly sports news roundup. This initiative, involving collaboration with Sport, Student Life, and MarComms departments, quickly amassed 30,000 organic views and garnered strong positive responses and award nominations.<br /><br />The 2023 revamped approach increased campus inclusion by representing four faculties, further strengthening community engagement through video storytelling. This model demonstrates how creative video content can foster connection, engagement, and brand success for a university. The programme not only elevates communications but also wins awards and broadens reach, underscoring video’s power in modern institutional messaging.

Keywords

video storytelling

university communications

creative content

student content creation

TikTok engagement

CASE awards

Digital Marketing Awards

campus inclusion

community engagement

brand success