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Social Media · Video Production · Feb 2025 – May 2026
RIT Parent and
Family Programs
Part of a 7-person team creating 5+ posts daily for 13,444 parents across two semesters. My specialty: video production (Adobe Premiere). Led 3+ video series while contributing to a collaborative strategy that reached 1.4M views and 27.7K engagements.
The Team
7 student coordinators + Supervisor. 5+ posts daily. Semester-long strategy.
RIT's Parent & Family Programs is a coordinated operation. Not random posting. Weekly brainstorming meetings where all 7 of us contributed ideas. Shared content calendar mapping the entire semester. Delegated responsibilities based on strengths. Chelsea oversaw direction and aligned us when we felt stuck.
Team Context: I was one of seven student coordinators. My role: video production (filming, hosting, editing in Adobe Premiere Pro). All 7 of us posted content on rotation. All 7 brainstormed together. But we specialized—and video was my area.
Strategy
Semester calendar. Weekly brainstorming. Key event planning.
Every week, we met and discussed what to post for the following week. We brainstormed around key moments: midterms, first snow, graduation, holidays. We discussed series to continue (Series of Queries, Weather Reports, Tiger's Try). We decided who would create what.
I helped maintain the content calendar—an evolving document that mapped posts across the entire semester. This wasn't guesswork. It was strategic planning executed collaboratively.
Scale: With 5+ posts daily from a team of 7, organization was essential. Weekly planning + shared calendar made high-volume output manageable and strategic.
Performance
Team results across two semesters
February 2025 – May 2026 (9 months of content):
Total Views
All content combined
Interactions
Likes, comments, shares
Engagement Growth
↑ Over period
Community
Lifetime followers
Growth Trajectory: Period 1 vs Period 2
| Metric | Period 1 (Feb 14 – May 8, 2025) |
Period 2 (Jan 15 – May 8, 2026) |
Change |
|---|---|---|---|
| Views | 268.1K | 383.3K | ↑ 43% |
| Interactions | 5.5K | 6.1K | ↑ 11% |
| New Followers | 349 | 321 | Building on base |
| Video Watch Time | ~8 hours | 20h 39m | ↑ 113.8% |
| Returning Viewers | — | 206 | ↑ 564.5% |
Pattern: Overall views grew 43%. Video watch time more than doubled. Most importantly: returning viewers grew 564.5%. Parents came back repeatedly. Second semester community was more engaged and loyal.
Top 5 Posts by Performance
What actually resonated with parents:
First snow of the season here in...
You might have noticed a brand new building...
Happy first day of classes to your Tiger...
Campus is quiet today as we observe MLK...
Some action shots from RIT's iconic...
What Worked: Campus life moments (first snow, new buildings, campus photos) vastly outperformed other content. Top 5 posts averaged 17.6K views each. These are emotional moments tied to real campus experiences, not generic promotional content.
Content Performance by Type
What worked best:
Key Finding: Photos got 760K views (5.4x more than video). But video content showed 97.8% growth rate—highest of all content types. This means video is the emerging opportunity and growth area. My specialty was positioned at the fastest-growing content format.
Video Performance (My Specialty)
Context: Video content—my primary contribution area—had the fastest growth rate (97.8%) of all content types. Watch time more than doubled from period 1 to period 2 (113.8% growth). This validates the strategic focus on video production.
Who We Reached: Audience Breakdown
By Gender
By Age
Strategic Understanding: 80% women. 64% ages 45-64 (mostly mothers). Primarily New York, Rochester area. This demographic informed everything: posting times, content types, messaging. We understood exactly who we were creating for.
Returning Viewers: Community Loyalty
Returning Viewers (Last 28 Days)
Parents came back to the page repeatedly. This signals high engagement and community loyalty—not one-time visitors, but regular followers.
My Contributions
Video production. Series leadership. Strategic collaboration.
Video Series Led
Series of Queries
Weekly video answering parent questions. Interviewed campus staff. One of 3 main handlers. Consistent weekly posting across both semesters.
Hidden Gems
Created 2 videos showcasing lesser-known campus resources, academic facilities, and cool campus elements parents didn't know about.
Weather Reports
Contributed to 2+ weekly weather report videos (Feb-May 2025). Quick, seasonal campus updates aligned to real weather moments.
Tiger's Try
Documented campus experiences (Habitat for Humanity, Leadership & Civic Engagement events). Filmed and edited video content in Adobe Premiere Pro.
Mini-Mics
On-camera host for brief campus interviews. Edited videos in Adobe Premiere Pro. Featured students and staff discussing campus life.
Post Midterm Wellness
Created carousel addressing student stress after grades dropped. Mental health resources, parent support tactics, communication guidance.
Posting & Planning
Posted 1-2 times per week on rotating schedule with team. Helped create and maintain semester-long content calendar (Excel/Google Sheets). Weekly brainstorming meetings with all 7 coordinators. Delegated work based on strengths and deadlines.
My Niche: While all 7 of us posted, my primary contribution was video: filming, hosting, editing in Adobe Premiere Pro. That technical expertise + on-camera presence was my differentiator within the team.
Selected Work
Content created with the team
Post Midterm Wellness Carousel — 7 slides
Mini-Mics · Hidden Gems · Tiger's Try
Post Midterm Wellness—I created this carousel when our team identified a key moment: the week after midterm grades drop. Parents get worried. Students get stressed. This carousel provided specific language and resources to support their students without adding pressure. That's what happens when strategic planning meets execution: a post timed for emotional need. That carousel was one of the highest-engaged posts of the semester.
Results & Reflection
Team impact: 1.4M views, 264% growth, loyal community. Personal specialization: video.
The numbers represent collaborative effort. But my contribution was clear: I specialized in video production while contributing to the broader team strategy. Video content had the highest growth rate (97.8%) and watch time more than doubled. My niche was in the right place at the right time.
