Portfolio

Objectives

• Provide member snowsports schools, especially those with smaller budgets, a valuable resource for ski resort marketing.
• Equip members with a video series for student preparation.
• Provide the broader public with a resource to make them feel comfortable learning a new sport.
• Enhance YouTube presence through targeted ad campaigns for the Beginner's Guide videos.

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My Role

• Led and coordinated all pre-, on-site and post-production.
• Collaborated with subject matter experts, production teams and host site to execute each phase.
• Developed storyboards and shot lists and selected subject matter experts.
• Oversaw pre-and post-production details, securing the necessary forest service permits and insurance for on-location shoots.
• Managed diverse talents to ensure harmonious collaboration among team members.
• Created strategic launch and promotion plan across multiple channels to target different audiences such as members, the general public, and media outlets.
• Wrote narratives around the video series and tailored messages for different audiences to curate and deliver content in a manner that resonated with each demographic.

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Results

• YouTube Growth: The Beginner's Guide video ad campaigns led to more than a 25% increase in subscribers within five months. This growth indicated the relevance and usefulness of the content to a new audience, fostering an ongoing connection.
• ‍Industry Recognition: The video series, aimed at beginners, received an EXCEL Award from Association Media & Publishing, showcasing excellence in non-profit association media. It became a valuable resource for members, ski schools, retail shops, resorts and the public.
• ‍Educational Impact: The video series, focusing on skiing and snowboarding, provided clear, simple, and easily understandable instructions for beginners. While not a substitute for on-snow lessons, it covered basics to prepare guests for more effective learning with on-site instructors.

Directed all video efforts, overseeing creative direction and storyboarding.

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Directed all video efforts, overseeing creative direction and storyboarding.