Welcome President Choi

I produced a social media campaign to welcome Dr. Mun Y. Choi, the 24th president of the University of Missouri System. The videos on this page represent the core of the campaign, which was distributed via Facebook, Twitter, and the president's blog. The campaign culminated in First Five Fridays, a vlog series that allowed the president to introduce his vision for the university's future.

Introducing Dr. Choi

The first phase of the campaign was composed of a series of teaser videos, extracted from Dr. Choi's first few speeches as the president-designate. I worked with my strategic communication teammates to release these videos between Dr. Choi's announcement, in November 2016, and his first day, in March 2017, to allow a geographically diverse community, including hundreds of thousands of faculty, staff, students, alumni, and friends across Missouri and the world, to learn about their new president. The campaign also reinforced the university's brand and built momentum in advance of President Choi's first day.

Welcoming Dr. Choi

First Five Fridays: Setting the Vision

Over the course of five Fridays in March 2017, which were Dr. Choi's first as the new president, I produced and released five vlogs to define the president's vision for the University of Missouri System. Because the system is spread across Missouri, the vlog series allowed the president to reinforce the institution's brand, and his place as its new leader, to a geographically diverse community including hundreds of thousands of faculty, staff, students, alumni, and friends.

Note: I was an employee of the University of Missouri System when the work samples on this page were created. The university owns the work.