---
title: Quarra Stone YouTube Channel Strategy
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-12-08-quarra-stone-marketing-call-107117202.md
tags:
- quarra-stone
- youtube
- video-marketing
- content-strategy
- social-media
- design-assist
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Quarra Stone YouTube Channel Strategy

## Overview

During the [[wiki/clients/quarra-stone/_index|Quarra Stone]] 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 [[wiki/knowledge/abm/quarra-stone-abm-strategy|ABM strategy]] and the promotion of [[wiki/knowledge/services/design-assist-services|Design Assist services]].

## 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 [[wiki/knowledge/pr/quarra-stone-press-release-strategy|Press Release Strategy]].
- **Design Assist promotion** — A Design Assist explainer video is a natural asset to support the website page update and ABM outreach. See [[wiki/knowledge/services/design-assist-services|Design Assist Services]].
- **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

## Related

- [[wiki/clients/quarra-stone/_index|Quarra Stone Client Overview]]
- [[wiki/knowledge/abm/quarra-stone-abm-strategy|Quarra Stone ABM Strategy]]
- [[wiki/knowledge/services/design-assist-services|Design Assist Services]]
- [[wiki/knowledge/pr/quarra-stone-press-release-strategy|Press Release Strategy]]
- [[wiki/knowledge/social-media/quarra-stone-social-media-2026|Quarra Stone Social Media 2026 Goals]]