NU-STEP Video Advertisement

Role: Demand Generation & Marketing Associate, Northeastern University Timeline: July 2024 – December 2024 Function: Content Marketing, Video Production, Lead Generation

The Situation

Northeastern University was developing NU-STEP, a new employer acquisition program designed to connect companies with student co-op talent. The program needed marketing collateral to attract employer partners, and I wanted to create a video as the centerpiece of a multi-channel outreach campaign. I was given ownership of the video from brief to final cut.

What I Did

I owned the video advertisement end-to-end: I wrote the script, directed the shoot, and edited the final cut using CapCut. The video was designed to move employer prospects down the lead generation funnel, explaining the program's value proposition in a format that was concise enough to hold attention and compelling enough to generate interest.

The video sat within a broader multi-channel campaign that included email outreach and live event pitching. I also conducted lead qualification using LinkedIn Sales Navigator, where I analyzed 250+ cold prospects to refine outreach targeting. The video generated 15 of those prospects into warm leads.

The Results

• Video advertisement completed and deployed as primary campaign marketing collateral, converting 15 cold prospects into warm leads

• Delivered pitches to 25+ employers at live industry event