Best of CASE District III Award
 

Institution: North Carolina State University

Title of entry: Red Chair Chats With NC State Chancellor Randy Woodson

About this entry: Red Chair Chats is a long-form video series in which NC State Chancellor Randy Woodson interviews all-star alumni, faculty, staff and friends of the university. For episode 4 of the series, Chancellor Woodson interviewed alumna Leigh-Kathryn Bonner, whose company, Bee Downtown, sets up beehives on corporate campuses to teach about the importance of healthy honeybee populations. The episode highlights how NC State helped Leigh-Kathryn achieve her dreams, and more broadly, how NC State fosters an entrepreneurial “Think and Do” spirit (“Think and Do” is NC State’s brand theme).

For episode 4, we used a multifaceted approach to optimize the content for a variety of platforms. In addition to the full 25-minute episode that we posted on YouTube, we also created a one-minute vertical trailer for Instagram Reels, posted a behind-the-scenes teaser photo on NC State’s Instagram feed, and created a webpage presenting the video and transcript text. The series earned more name recognition as a result of this approach, as reflected by the 96% increase in impressions compared to the prior episode. It was also picked up and promoted by several outside sources, including WRAL TechWire and the National Honey Board, as well as Bee Downtown.