-By Mike Windley – Director of Video Services, Colonial Athletic Association

“Multum in Parvo.” It means “much in little,” in Latin. It was the motto of my high school, and a phrase that has always stuck with me throughout my years. It goes without saying that not everyone has the budget or resources that big schools and conferences have. One of the challenges I have faced in my young career has been to create content that meet and exceed everyone’s standards with a limited amount of resources. As I have gotten more and more miles under my belt, I have come to realize that I can take this challenge and use it towards my advantage. Here’s how: 

Part 2: Repackaging Content

As creators, we work hard to make the best content possible. That means you want to make sure you are doing the best you can to get the most eyeballs on it.

One way to get the most out of your work is just presenting it in a different way. Let’s take a look at the CAA’s preseason coverage of the conference’s 12 football teams.


The campaign is called “12 Teams in 12 Days.” Each day, starting alphabetically, we highlighted a different team from the league. With footage and interviews obtained at our media day, we released a school specific edition of the weekly news show “This Week in #CAAFB”, as well as a couple of player Q&A videos. In addition, we changed the profile and cover pictures of our social media outlets to reflect the school’s colors that we were highlighting. The goal was to create cohesion between the schools and the conference. The way we did that was using the school’s colors and players like they were our own.

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These graphics that we made for our social media pages were created using screen shots of the players as well as quotes from our Q&A videos. So, not only were we able to squeeze out a couple graphic elements for social, but they acted as billboards for the videos themselves. All we had to do was post the graphic and link to the video.

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Another example is our piece entitled, “Running Out.” This video is a short vignette about what it feels like to run out onto a college football field. We simply took the answers from our Q&A videos and compiled them into one piece.

Lastly, we used quotes from our Q&A features to create our yearly television commercial for football.

These are just a few examples, but what you should take away from this article is the idea that every piece of content can be transformed into something else. By thinking strategically in the pre-production phase, you can find ways to make the most out of your content in the post-production phase. “Much in Little.”

Get involved! Send us some of your examples of how you are able to repackage content. Tweet @CAFEDCA, and we will be happy to share with the group.

To see the entire “12 Teams in 12 Days” campaign, visit our adobe spark page below:

CAA Football 12 Teams in 12 Days 2016


Mike Windley

Director of Video Services Colonial Athletic Association

@mtwindley mwindley@caasports.com