Quarra Stone YouTube Channel Strategy

Overview

During the ^[1] 2026 strategy alignment call, launching a YouTube channel was identified as a near-term priority to expand Quarra Stone's visual content presence. The channel would serve both public brand-building and sales enablement purposes, particularly in support of the ^[2] and the promotion of ^[3].

Rationale

Quarra Stone produces highly visual work — complex stone fabrication, engineering, and installation — that translates naturally to video. Ed (Lincoln Durham) noted that the company needs to "be more visual," including in proposals and client-facing materials. YouTube was identified as an appropriate platform to:

Demonstrate the full scope of Quarra Stone's capabilities (design, engineering, fabrication)
Showcase the Design Assist process in a format that connects the dots for architects and builders
Build industry tenure and credibility by surfacing historic and current project content
Provide reusable assets for sales outreach and proposals

Content Types

The following content formats were discussed as good fits for the channel:

YouTube Shorts / Reels — Short-form clips repurposed from existing visual content Lauren has already produced
Process videos — Documenting the Design Assist workflow from conception through fabrication and installation
Project showcases — Highlighting high-profile completed projects (e.g., JPMC, Obama art installations by Martin Puryear and Maya Lin)
Design Assist explainer — A longer-form video explaining the Design Assist service, past project examples, and the value of the "one throat to choke" model

"Maybe it's ultimately not something that we push to social media, but a video that visually explains the Design Assist service, Design Assist process, some past projects, touches on those briefly, what services were provided, whatever." — Ed (Lincoln Durham)

Content Sensitivity Considerations

Ed noted some caution around client-facing video content:

High-profile clients (e.g., JPMC) may require permission before being featured
Internal processes and client relationships carry some sensitivity
The preferred approach is to start publishing content to get the channel off the ground, then layer in more polished or client-specific material over time

Relationship to Other Initiatives

Press releases — High-profile projects (JPMC, Obama art) are being targeted for press releases simultaneously; video content could complement or follow these announcements. See ^[4].
Design Assist promotion — A Design Assist explainer video is a natural asset to support the website page update and ABM outreach. See ^[5].
Historic content library — Ed found unused content from past projects on internal drives. This material could seed early YouTube uploads and demonstrate long industry tenure.
Instagram / LinkedIn — Short-form video content created for YouTube can be repurposed as Reels and LinkedIn posts, supporting the broader social media growth goals (Instagram target: ~12,262 followers).

Action Items

Owner	Action
Ed (Lincoln Durham)	Create the Quarra Stone YouTube channel
Ed (Lincoln Durham)	Send past-project assets (found on internal drives) to Karly for publishing
Lauren Pomaranski	Continue producing visual content suitable for repurposing as Shorts/Reels
Karly Oykhman	Incorporate YouTube into the revised 2026 goals document

Status

Channel: Not yet created as of the December 2025 call — creation assigned to Ed
Content: Existing visual assets (Lauren's social content, historic project files) available to seed the channel
Priority: Identified as a "step one" initiative for 2026; not blocking other workstreams

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