My Role: Creative Director, Producer, and Graphic Designer
Videography: Chuy Guttierez of BosLabs
Director of Photography: Robert Caplin
Flashback Web Series
Prospective students want to hear from their soon-to-be peers—and candidly. That guiding principle led me to create the series “Flashback: Four-to-Eight Years in Medical School.” The series, which debuted during the School’s Commencement week in May 2019, features students who flashback to their medical school experiences, speaking openly and honestly on subjects ranging from clinical rotations, study hacks, dual identities, and more. The series was produced in the style of Buzzfeed’s “My Weirdest Stories”—using candor, accompanying graphics, and sound effects to build an atypical (but still on-brand) element of surprise.
The Medical Education marketing plan for the 2019-2020 cycle was focused on creating more student-centric content—featuring their voices and perspectives. While assessing our communications, we had to ask ourselves, ‘Who is mostly doing the talking for our organization?’ As mentioned at the onset, prospective students want to connect to their future peers—and we realized that we could do better in that regard.
Using the excitement that typically builds during Commencement season, and optimizing burgeoning growth on our Instagram account, we debuted the Flashback series and featured graduating class of 2019 medical and dual-degree students.
The videos originally appeared on the School’s IGTV and were posted at a later date on the School’s YouTube. Each of the videos were promoted organically through tailored Instagram Stories, shorter video clips (directing back to our IGTV), and/or photos on other platforms.
Upon the series’ debut, the three videos received a collective average of 132 video views on IGTV and 491 average Instagram Story views. The video clips placed on Facebook received an average organic reach of 2,062, with an average 239 engagement counts.
In addition to use on social media, these videos were also used during the School's admissions cycles in communications to prospective student emails.
To date, the series has a total of six videos that were produced and posted quarterly; the series was slated to continue through May 2020, but we paused our production due to COVID restrictions and shifting priorities.