/Stony Brook University
Marketing and Communications

Case Study: Setting the Stage for the State of the University Opening Video


Overview

Stony Brook University’s Marketing and Communications (MARCOM) team produced a high-impact opening video to set the stage for the annual State of the University (SOU) address. The project seamlessly blended the institution's upward trajectory with the visionary leadership of President Andrea Goldsmith. By weaving together personal narratives and institutional triumphs, the video built powerful momentum for the main address.

 

Challenges & Opportunity

  • Tight Time Constraints: Condensing two massive, distinct stories into a punchy, two-minute runtime using strict facts over fluff.
  • Content Redundancy: Crafting a script that echoed the sentiments of the upcoming SOU address without repeating exact lines or data points.
  • Moving Target Deadlines: Navigating ongoing speech revisions while working against a completely fixed video production deadline.
  • Limited Executive Access: Selecting and shaping the President's personal story independently due to her demanding schedule.
  • Asset Gathering: Procuring deeply personal archival photographs directly from the President to authentically show the person behind the title.
  • Humanizing Leadership: Seizing the unique opportunity to let the campus community personally relate to the university's new leader.

 

Strategy & Tactics

The MARCOM team executed a collaborative, multi-departmental production strategy to gather assets and refine the video's core narrative.

  • Campus-Wide Research: Partnered with departments across campus to source background insights and high-quality media assets.
  • Iterative Scripting: Developed and rewrote multiple script drafts to match the evolving vision of the SOU address.
  • Visual Synthesis: Collected and curated historical photos, news headlines, campus event imagery and research highlights.
  • Voice Coaching: Coached the ideal voiceover talent to ensure the correct tone, energy and delivery.
  • Precision Post-Production: Wove together the voice track, b-roll, thematic music, natural sound and visual effects into a cohesive edit.


Measures of Success

The opening video successfully captivated the audience, met rigorous executive standards and strengthened internal brand pride.

  • Executive Approval: Delivered a highly polished final product that earned direct, enthusiastic approval from the President.
  • Strategic Alignment: Validated the project's impact through a follow-up thank-you note from leadership linking her successful address to MARCOM's work.
  • Rich Storytelling: Successfully integrated milestone achievements with personal history.