education marketing video production matrix
DESCRIPTION
Model and matrix created by Shaun Holloway and Eva Bradshaw, as first presented at the Digital Media in Social World Conference on April 1, 2011. This is a video production matrix that helps prioritize and align resources related to video production using "video quality" and "strategic alignment" as a guide to managing throughput and audience expectations. Nothing beats actual experience when it comes to learning… why not take the learning opportunity and make it mutually beneficial to the university’s marketing efforts.TRANSCRIPT
Shrinking the Gap with Video: Education meets Marketing
Shaun Holloway.134Director of Web Marketing and Development
Eva Bradshaw.3Director of Educational Technologies
Digital Media in a Social World Conference - April 1, 2011
What We’re Gonna Show Ya
• How we serve double duty…– Video production for promotional and recruitment use – Video experience for students, faculty, and staff
• Showcase our video production matrix
• Take a learning opportunity and make it mutually beneficial to the university’s marketing efforts
How We Got Started
• Summer 2008 – Spring 2009– YouTube Channel created– First steps into video production for marketing
• Summer 2009 – Spring 2010– Completed “Flip Cam Program” pilot year– Dedicated effort to mine and showcase video content
• Summer 2010 – Present– Strategic video selection to expand catalog– Integrated, matrix approach
Key Audiences for Video
• Future and Current Students • Future and Current Faculty• Alumni• Friends and Fans• Professional Interest Groups• Government• General Public
Video Distribution Channels
• Website Media Gallery• Web Page Content • Email Newsletters • YouTube Channel and Playlists• “Favorites” List• OSU.edu/watch• Twitter• Other websites and sharing
EduMarketing Video Curve
Video Quality Expected
Flip Cam Capture Amateur Production Professional Production
EduMarketing Video Curve
Video Quality Expected
Flip Cam Capture Amateur Production Professional Production
• Learning and Help• Resources• Provide Content
Raise
EduMarketing Video Curve
Video Quality Expected
Flip Cam Capture Amateur Production Professional Production
• Learning and Help• Resources• Provide Content
Raise Consult
• Save Money• Save Time• Creative Footage
EduMarketing Video Curve
“Gray Area”Shrinking Gap
Video Quality Expected
Flip Cam Capture Amateur Production Professional Production
• Learning and Help• Resources• Provide Content
Raise Consult
• Save Money• Save Time• Creative Footage
Most Projects Here
Increase production throughput
and capacity
Pride and loyalty
Focus!
• Pilot programs were almost“too successful”
– Determining priority of projects and clients– Resource needs time and budget– Balance production throughput– Identify who needs to be involved
• Constantly balancing our video catalog through the new matrix
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Flip Cam Capture Amateur Production Professional Production
Aligns to key
message
Small Group
Use
Reporting Activity
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Flip Cam Capture
• Individual story• User produced• Low involvement• Not organization-wide
• Routine event• Desire personal feel• Non-local locations• Planned approach
• High-profile activity• Limiting factors• Less audience intrusion• Planned shot list
Aligns to key
message
Small Group
Use
Reporting Activity
Vietnam Field Study
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Flip Cam Capture
• Individual story• User produced• Low involvement• Not organization-wide
• Routine event• Desire personal feel• Non-local locations• Planned approach
• High-profile activity• Limiting factors• Less audience intrusion• Planned shot list
Aligns to key
message
Small Group
Use
Reporting Activity
Preparing for the NAWMBA Conference
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Flip Cam Capture
• Individual story• User produced• Low involvement• Not organization-wide
• Routine event• Desire personal feel• Non-local locations• Planned approach
• High-profile activity• Limiting factors• Less audience intrusion• Planned shot list
Aligns to key
message
Small Group
Use
Reporting Activity
Wake Forest Marketing Summit
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Aligns to key
message
Small Group
Use
Reporting Activity
• On-location and b-roll• Editorial value is high• Broad marketing use
• User-produced, scripted• Advanced footage• Marketing for a unit • Quick turn-around • Low budget
• Self-produced • Learn production • Receive footage to use• Spread content socially• Personal insights
Amateur Production
Empowering Haiti
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Amateur Production
Aligns to key
message
Small Group
Use
Reporting Activity
• On-location and b-roll• Editorial value is high• Broad marketing use
• User-produced, scripted• Advanced footage• Marketing for a unit • Quick turn-around • Low budget
• Self-produced • Learn production • Receive footage to use• Spread content socially• Personal insights
Lego Supply Chain Simulation
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Amateur Production
Aligns to key
message
Small Group
Use
Reporting Activity
• On-location and b-roll• Editorial value is high• Broad marketing use
• User-produced, scripted• Advanced footage• Marketing for a unit • Quick turn-around • Low budget
• Self-produced • Learn production • Receive footage to use• Spread content socially• Personal insights
NSHMBA Conference Recap
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Professional Production
Aligns to key
message
Small Group
Use
Reporting Activity
• Resources unreliable• “Favorite” the video• Use as-needed
• Many audiences / clients• Many angles and parts• Long production timeline• Timely, deadline driven
• Narrow topic focus• One, primary client• Recurring event• Capture as happens
Federal Reserve Chairman Visit
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Professional Production
Aligns to key
message
Small Group
Use
Reporting Activity
• Resources unreliable• “Favorite” the video• Use as-needed
• Many audiences / clients• Many angles and parts• Long production timeline• Timely, deadline driven
• Narrow topic focus• One, primary client• Recurring event• Capture as happens
MBA Ropes Course
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Professional Production
Aligns to key
message
Small Group
Use
Reporting Activity
• Resources unreliable• “Favorite” the video• Use as-needed
• Many audiences / clients• Many angles and parts• Long production timeline• Timely, deadline driven
• Narrow topic focus• One, primary client• Recurring event• Capture as happens
“Working for Ohio” Commercial
EduMarketing Video Matrix
Video Quality Expected
Strateg
ic Alig
nm
ent
Flip Cam Capture Amateur Production Professional Production
• Individual story• User produced• Low involvement• Not organization-wide
• Routine event• Desire personal feel• Non-local locations• Planned approach
• High-profile activity• Limiting factors• Less audience intrusion• Planned shot list
Aligns to key
message
Small Group
Use
Reporting Activity
• Resources unreliable• “Favorite” the video• Use as-needed
• Many audiences / clients• Many angles and parts• Long production timeline• Timely, deadline driven
• Narrow topic focus• One, primary client• Recurring event• Capture as happens
• On-location and b-roll• Editorial value is high• Broad marketing use
• User-produced, scripted• Advanced footage• Marketing for a unit • Quick turn-around • Low budget
• Self-produced • Learn production • Receive footage to use• Spread content socially• Personal insights
Watch Us!
• Fisher College of Business Website– fisher.osu.edu/social-media/videos/
• YouTube Channel and Playlists– youtube.com/fisherosu
• Videos Tagged “Fisher College of Business”– go.osu.edu/fcobtaggedvideos
Presentation Video Links
• Vietnam Field Study– youtube.com/watch?v=jo3X3WeIQh8
• Preparing for NAWMBA Conference
– youtube.com/watch?v=M3kCBZctzuQ
• Wake Forest Marketing Summit– youtube.com/watch?v=3qjMqvytWq0
• Empowering Haiti– youtube.com/watch?v=4efi5zbvwbk
• Lego Supply Chain Simulation– youtube.com/watch?v=G6L2tGb4FOw
• NSHMBA Conference Recap– youtube.com/watch?v=mxQZWvEt4Hc
• Federal Reserve Chairman Visit– youtube.com/watch?v=VImk7rxgB0s
• MBA Ropes Course– youtube.com/watch?v=jcfN2p-V2Jc
• Working for Ohio Commercial– youtube.com/watch?v=6QCLZiFP_wk
• Presentation on Slideshare.net– Slideshare.net/hawk9698