New Mexico Tech: Multi-Video Recruitment Campaign Case Study

New Mexico Tech

Client

New Mexico Institute of Mining and Technology (New Mexico Tech / NMT)
A STEM-focused public university recognized for its research intensity, small class sizes, and exceptional hands-on opportunities in engineering, science, and technology.

Context & Challenge

NMT competes directly with much larger, better-known universities for high-achieving STEM students. Their team needed more than a single “hero” video – they needed a cohesive, reusable video library that:

  • Speaks to different academic departments and faculty strengths
  • Works across web, YouTube, social, and paid campaigns
  • Supports recruitment, yield, and reputation over multiple cycles

The key challenge was building this at scale without sacrificing authenticity or quality, while working within a tight academic calendar and on-campus scheduling windows.

Objectives

Working with NMT’s marketing and communications team, we aligned on four primary goals:

  1. Showcase faculty and student experience in a way that feels authentic, not scripted or generic.
  2. Create a large, modular content library that can serve multiple departments and campaigns for several years.
  3. Cover all major platforms and formats (website, YouTube, social media, paid ads) with optimized durations and aspect ratios.
  4. Minimize disruption on campus by executing a focused, efficient production schedule.

Scope of Work

LV Productions managed the project end-to-end:
Pre-Production → Filming → Post-Production

Together with NMT, we defined the content architecture and usage plan, then produced 50+ video assets, including:

  • 24× Faculty Testimonial Videos (2–3 minutes each)
    • Department- and faculty-specific stories for YouTube, social, and the NMT website
  • 12× Short Testimonial Videos (1 minute each)
    • Cut specifically for YouTube ads and shorter attention spans
  • 6× 30-second Promo Videos
    • High-impact recruitment and brand spots for paid media
  • 6× 15-second Micro Spots
    • Designed for high-frequency ad rotations and social/short-form platforms
  • Extensive supporting footage
    • Drone footage and other high-quality b-roll/raw assets for future internal use

All campaign assets were delivered in both horizontal and vertical formats (16:9 and 9:16), allowing NMT to deploy the same core content across web, YouTube, Instagram, TikTok, and other channels without re-shooting.

Production Timeline

  • Pre-Production:
    • Collaborative planning with NMT’s marketing team to define objectives, target audiences, and distribution channels
    • Joint selection of featured faculty, students, and locations
    • Detailed shot lists and schedules built around class times, labs, and availability
  • Filming:
    • 7 total filming days across April and May 2025
    • On-campus interviews with faculty and students
    • Lab, classroom, and field visuals
    • Drone coverage of campus and surrounding environment
  • Post-Production & Delivery:
    • Editing, sound design, color grading, and asset versioning
    • All deliverables handed off to NMT by mid-June 2025, in time for use in upcoming recruitment campaigns and web updates.

Collaboration with NMT

This project worked because it was a genuine partnership.

NMT’s team played a critical role in:

  • Identifying which assets they needed, including specific lengths, formats, and use cases (web hero videos, YouTube ads, department pages, social content, etc.)
  • Coordinating scheduling with faculty and students, ensuring we captured real teaching, research, and campus life without heavy staging
  • Providing clarity on where and how each asset would be deployed, which allowed us to edit and format everything for immediate plug-and-play use

LV Productions handled the creative direction, technical execution, and all post-production, while NMT ensured that the content was strategically aligned with their recruitment and brand objectives.

Sample Assets

A few representative examples from the campaign:

Biology Faculty Testimonial (2–3 min)‍

Long-form faculty story for department page, YouTube, and organic social

University Promo Video (30 sec)‍

High-energy recruitment spot for ads and homepage placement

‍
15-second Micro Spot – “Research”‍

One of six short, script-driven ad variants designed for high-frequency rotation:

Outcomes & Value for NMT

By the end of the project, NMT gained:

  • A cohesive, multi-year video library instead of a single flagship video
  • Department-specific assets that faculty can use on program pages, presentations, and outreach
  • Platform-optimized content that marketing can immediately deploy across YouTube, social, and paid campaigns
  • A large archive of drone and b-roll footage for future internal projects and incremental edits without additional filming
NMT now has a scalable, strategically structured video ecosystem that supports recruitment, branding, and departmental storytelling across channels – all built from one coordinated, well-planned production initiative.