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Video as an Engine for Nonprofit Growth презентация
Содержание
- 1. Video as an Engine for Nonprofit Growth
- 2. Today’s Presenters BRENT ROYER brent@screendeepcreative.com
- 3. See3 works with nonprofits and social
- 4. About Brent Royer Broadcast Journalism and Promotions
- 5. First Things First: Finding Your Voice
- 6. Finding Your Voice Brand Voice Communicates value
- 7. Finding Your Voice Know your audience
- 8. Finding Your Voice The mission experience Patients/Families
- 9. So, Why Video?
- 10. Why Video? Long history of DRTV
- 11. Why Video? Video works! But…
- 12. Why Video? Bloomua / Shutterstock.com Twin Design / Shutterstock.com
- 13. Why Video? YOUR AUDIENCE IS HERE
- 14. Why Video? 89 million people in the
- 15. Why Video? 52% of consumers say watching
- 16. Why Video? The Perfect Medium In-depth,
- 17. Why Video? Production Costs More
- 18. How do you do it?
- 19. How do you do it? Get
- 20. How do you do it? Partnerships
- 21. How do you do it? Build
- 22. How do you do it? 2003
- 23. Find intimate stories but sell/show broad impact
- 24. Does it brand? Does it inform? Does
- 25. “All marketing video should lift the brand,
- 26. We Have Content - Now What?
- 27. Maximizing Content © Screen Deep Creative
- 28. Maximizing Content
- 29. Maximizing Content PUT YOUR CONTENT IN YOUR HANDS
- 30. How do I know it’s working?
- 31. Measuring Success
- 32. Rob Ciampa Chief Marketing Officer, Pixability “Planning
- 33. Video as An Engine for Fundraising
- 34. BRENT ROYER brent@screendeepcreative.com MICHAEL HOFFMAN mhoffman@see3.com Consultant, Screen Deep Creative CEO, See3 Questions?
- 35. Need help with your next video
- 36. Subscribe to the DoGooder Dispatches, See3’s weekly
Today’s Presenters BRENT ROYER brent@screendeepcreative.com MICHAEL HOFFMAN mhoffman@see3.com Consultant, Screen Deep Creative CEO, See3
Слайд 2Today’s Presenters
BRENT ROYER
brent@screendeepcreative.com
MICHAEL HOFFMAN
mhoffman@see3.com
Consultant, Screen Deep Creative
CEO, See3
Слайд 3
See3 works with nonprofits and social causes, activating people to change
the world. We develop strategies and create media to deliver on goals like fundraising, advocacy, awareness, recruitment and more.
Our clients include:
Our clients include:
Слайд 4About Brent Royer
Broadcast Journalism and Promotions
13 Years at ALASAC/St. Jude
First on-staff
producer of video content
Full-service production staff and studio
More than 250 unique pieces of video content annually
Full-service production staff and studio
More than 250 unique pieces of video content annually
Слайд 6Finding Your Voice
Brand Voice
Communicates value
Informs your audience
Builds identity
Building the Relationship
- Authenticity
Consistency
Слайд 7Finding Your Voice
Know your audience
The Tone of Voice
Authoritative/Informative
Emotional/Sympathetic
Fun/Zany
Слайд 8Finding Your Voice
The mission experience
Patients/Families
Directly Impacted
Authenticity
Universal Appeal
frantab / Shutterstock.com
Слайд 10Why Video?
Long history of DRTV success at St. Jude
Patient and
family focused
Authentic documentary style storytelling
Key-driver of donor acquisition
High awareness
Authentic documentary style storytelling
Key-driver of donor acquisition
High awareness
© ALSAC/St. Jude Children’s Research Hospital
Слайд 14Why Video?
89 million people in the U.S. will watch 1.2 billion
online videos today. (ComScore)
Online video users are expected to double to 1.5 billion in 2016. (Cisco)
Online video users are expected to double to 1.5 billion in 2016. (Cisco)
Слайд 15Why Video?
52% of consumers say watching video makes them more confident
in online purchase decisions. (Invodo)
76% of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration (Social Media Examiner)
76% of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration (Social Media Examiner)
Слайд 16Why Video?
The Perfect Medium
In-depth, emotional storytelling
Versatile/Customizable/Serialized
Infinitely integratable
Слайд 17Why Video?
Production Costs
More Affordable
Technology readily available
Requires less infrastructure
*Cheaper isn’t
always better
Слайд 20How do you do it?
Partnerships with experts
Video Marketing Strategy
Creative Development/Story
and Voice
Technical Production Vendors
Technical Production Vendors
Слайд 21How do you do it?
Build internal expertise
Negotiation w/Vendors
Asset management/distribution
Video
brand steward
Legal Considerations
Legal Considerations
Слайд 22How do you do it?
2003 PSA Campaign
First PSA in HD
No
Internal HD Production
Limited budget
Limited budget
© ALSAC/St. Jude Children’s Research Hospital
Слайд 23Find intimate stories but sell/show broad impact
Visualize your mission
Mission in Action
The
“How” and the “Why”
Existing assets
Existing assets
How do you do it?
Photo courtesy of Mercy Corps
Слайд 25“All marketing video should lift the brand, create demand, increase sales
and diminish the impact of competitive voices.”
Rob Davis
Executive Director, Content & Video Marketing
Ogilvy One
Слайд 28Maximizing Content
Where should video live?
Explore hosting options
ALWAYS embed @ home
Promote
your video page
Social Media
Email
Social Media
dolphfyn / Shutterstock.com
Слайд 32Rob Ciampa
Chief Marketing Officer, Pixability
“Planning your business around viral video is
like planning your retirement
around lottery tickets.”
around lottery tickets.”
Слайд 33Video as An Engine for Fundraising
Make Your Case for Video
Brand Voice
- Authentic/Consistent/Intimate
Partnerships while building Expertise
Integrate Across Campaigns and Programs
Host, Post and Promote
Set Realistic Goals - Measure and Learn
Partnerships while building Expertise
Integrate Across Campaigns and Programs
Host, Post and Promote
Set Realistic Goals - Measure and Learn
Слайд 34BRENT ROYER
brent@screendeepcreative.com
MICHAEL HOFFMAN
mhoffman@see3.com
Consultant, Screen Deep Creative
CEO, See3
Questions?
Слайд 35
Need help with your next video project?
Contact Michael at mhoffman@see3.com.
We
produce videos for hundreds of nonprofits and social causes, and we can help you with everything from strategy to production to distribution.
Слайд 36Subscribe to the DoGooder Dispatches, See3’s weekly email newsletter with advice,
insights and inspiration for do-gooders (including plenty of nonprofit video wisdom).
http://bit.ly/DoGooderDispatches
http://bit.ly/DoGooderDispatches
