Brands on (Digital) Film: Incorporating Video

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About Albers Communications Group

• Full-service PR, digital marketing and video production agency

• Specialize in integrated strategies• Represent clients in all 50 states and Canada• Create national and local market exposure

Today’s Presenter

Ann HadfieldAnn@AlbersCommunications.com

@AnnEHadfield

Today’s Topics

• Why video?• Developing a video strategy• Ways to use video• Maximizing viewership• What every video should include• Questions and answers

Why Video?

• Impactful: Video is powerful• Emotional: Video connects with your customers• Efficient: A minute of video is worth 1.8

million words*• 1 in 5 Twitter users discover videos each day from

tweeted links** • The chances of getting a Page 1 listing on Google increase

53 times with video

*Forrester Research

**Hubspot

Developing a Video Strategy

• What are your goals?• Who is your audience?• How do you want your audience to feel?

Developing a Video Strategy

• What are your goals?• Educate your audience• Inspire positive action• Serve as a resource

Developing a Video Strategy

• Who is your audience?• Consider demographics

• How does your audience consume content?• What are the best channels to promote your video?

• Consider how your audience makes decisions• Are they tied to emotions? Or driven by facts?

Developing a Video Strategy

• How do you want your audience to feel?• Do you want to make your audience laugh or cry?• How will their emotions play into the action you hope to see?

Implementing a Video Strategy

• Do your research• Plan! Create a storyboard• Envision the final product• Write out your “script” before you edit• Share, share, share the video!• Measure and analyze

Many Uses of Video

• Promoting a product or service• Recruitment• Informative, teaching opportunity• Connecting to audience

through emotion

Maximizing Viewership

• Grab audience from the start• Begin with emotion or creativity, connect right away

• Keep it short!• Use across multiple platforms

• Website• Email newsletters• Blogs• Social media• Marketing meetings

Maximizing Viewership

• Make it likeable• Make it sharable• Make it mobile-friendly

Deliverables of Every Video

• Attention-grabbing opener• Clear storyline• Beginning, middle and end • Characters to follow• Call to action

Albers Webinar Series

How Much Should You Invest in PR?

with Tom Albers

Wednesday, May 20, 2015 @ 10 a.m.

Register at www.alberscommunications.com/learning-opportunities

Questions and Discussion

Brands on (Digital) Film: Incorporating Video