Produce simple and timely videos to increase your reach and impact
by Ian Robertson Marketing with Video
While your typical seasonal, high-production promo videos continue to be important market- ing tools, we now have the opportunity to utilize lower-cost, lower-production content to consis- tently and intentionally connect with people in the weeks and months surrounding their time at camp. Here are several ways you can incorporate video into your marketing efforts.
Make it simple For a camera, you can use a phone or, for a little more control, a small, mirrorless camera, like the kinds favored by vloggers. Capture audio with an external microphone, not the built-in microphone on your phone or camera. Here are a few ideas of videos that can be shot in a single take, with the main subject speaking directly to the camera.
1. Offer quick one- to two-minute camp update videos for parents, filmed each day and emailed out during camp.
2. Have each of your speakers record a quick intro talking about who they are and why they’re excited about camp.
3. Offer brief, behind-the-scenes updates leading up to the launch of camp that give glimpses of what your team is planning for campers this season.
Make a plan Make a list of the types of videos you’d like to produce, who would be involved in the filming, what gear might be needed and what locations you’d like to use. Make a couple of practice videos early in your calendar so you can get a sense of the preparation, timeline and workflow needed to get these videos produced and posted.
Make it better Tere is an ever-growing collection of afford- able post-production resources (royalty-free music, motion graphics templates, plug-ins, effects, etc.) available through online services and marketplaces. A quick search will reveal plenty of high quality, easy-to-use options. Use YouTube to learn how to make better quality videos. Tere are numerous video production channels out there sharing tips and techniques for everything from lighting to camera work to sound to editing.
Just remember, not everything needs to be a studio-level production. Above all else, we should focus on story and consistency. We can connect to our audience and retain them when we consistently show up and invite viewers into our stories.
Ian Robertson is the founder and creative director of Halfway Bridge, a video production company based in Southern California. He has 20 years of experience working in video production and has been involved in the marketing and production of feature films, television, commercials, documentaries and online content.
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www.ccca.org February/March 2020
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