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TRANSCRIPT
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PRESENTATION
Video Marketing in the Education IndustryPush your Business to the next Level!
Florian Schäfer, Director ICEF Media
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1. Introduction
• ICEF Media
• Why Video?
• Video & yourMarketing Plan
• Sample Projects
• Virtual Reality
2. Producing yourVideo
• Pre-Production
• Production
• Post-Production
• Dos and Don‘ts
• What is VR
• Showcase
Content
What We‘ll Talk About
3. ICEF VR
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6. Mohawk6. Mohawk
Florian – LisbonRocio – Berlin (Post-
Production) Kurt – Malta Rebecca - Barcelona
Ingrid – Toronto Bob –Portland/Vancouver Peter – Saigon Leoni- London Khaled – Toronto
Ilya – Cologne/Berlin
Anthony - London Jamie - London Dave - Philadelp
Team 2018
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ICEF Media Partners
ICEF Media in the Industry
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ICEF Media Clients
ICEF Media in the Industry
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Building stronger Education Brands with Video
15+ Years ofExperience
Accomplished100+
international Projects
IndustryExperts
Access toICEF
Knowledge & Network
ICEF Media
Status Quo
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• Seeing is believing
• Video creates emotions
• Video makes brands
trustworthy
Introduction
Why Video?
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• Better Email Click-
Throughs
• Easy and quick
information
• Don’t be left behind
• Better ROI
Introduction
Video & Your Marketing Plan
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• Ads
• Virals
• Infomercials
• Documentaries
• Point of View
• Clips
• Mockumentaries
• Reports
• Films
• Series
• Reviews
Introduction
Formats
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Pre-Production
Words of Wisdom
To make a great film you need three things
– the script, the script, and the script.
- Alfred Hitchcock
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Destination Videos
• Video for Liden & Denz
Sample Projects
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Agent Videos
• Video for Linguista
Sample Projects
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Educator Video
• Video for HSE
Sample Projects
Client BriefPre-
productionProduction
Post-production
Distribution
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“How can you build a house without a blueprint? The answer is: you can’t. In the same
way, a video without a storyboard is like a house without a foundation” - Han Lung
Producing your Video
The Production Process
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• Authenticity
• Show the unique & personal
side of your business
Pre-Production
Who Are You?
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• Tailor your story to your
audience
• Know your USPs
• Use your Location
Pre-Production
Who Are You?
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• Think influencers
• Empower students
• Understand your students‘
needs
Pre-Production
Who Are You?
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Mohawk
Sample Project
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Dare to be Creative
Example: Stop Morion Animation
Pre-Production
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Stop Motion Animation – Making Of
Pre-Production
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Lets get Shooting: The Team at Work
Production
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Prep YourPresenters or
Interview Subjects
ShootMultiple Takes
Know WhatB-Roll
FootageYou Need
Don’t AssumeYou Can Fix
Everything in Post-Production
Don‘t wait forthe Lion tocome to theWater Hole
Don‘t ChooseYour Music Carelessly
Production
Dos and – Don‘ts of Shooting
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The soundtrack makes up a minimum of 40% of how the video is
perceived.
Check royalties
A style appealing
to youraudience
Dig deepinto theaudio
libraries
Consider working
with local bands
Post-Production
The Edit: Music
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• Online Ad – max 15 sec
• Imagevideo – max 90 sec
• Infomercial – max 180 sec
• High interest video –
a special case
Post-Production
The Edit: Length
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“ We worked with ICEF Media on our latest video and have had fantastic feedback on the end product. I even had a student tell me recently that the reason they chose LILA* was because the video was really cool, which has got to be the ultimate endorsement! ”
Leanne Linacre Director–Sales, Marketing and Business Development LILA* Liverpool, UK
Industy Testimonial
ICEF Media in the Industry
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• Encourage building relationships
• Clear message and goal
Post-Production
The Edit: Call to Action
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• Have a strong Online Presentation
• Youtube
• Social Media
• Engage with your Audience
Post-Production
Getting Your Video Seen
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Distribution
Distribution Platforms
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We watch over 1 billion hours
of YouTube videos a dayYouTube has over a billion
users
You can navigate YouTube
in a total of 76 different
languages (covering 95%
of the Internet population
In the US YouTube reaches
more 18-49 year-olds than all
cable networks combined
Distribution
YouTube
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Distribution
YouTube: DOs
Make sure you can be
found
Thumbnails are more important than the
desctiption
3 Sec / 10 Sec rule
Treat YouTube as
a social network –
build a base of followers
Interact: subscribe / comment
Try to publish with a schedule
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Distribution
YouTube: Thumbnails
DO:
Close up, Emotional
DONT:
Wide, visuallyuncompelling
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Distribution
YouTube Ads: DOs
Its annoying
but effective
Target –measure– target
Max 15 sec rule
Has to work
without audio
CTA
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Approx. 3 billion hours of video watched per month
10 billion daily video-views
2.5 billion comments on Facebook pages
Distribution
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Distribution
Silent playOptimize videos for
mobile
Keep it short and
entertaining
Facebook: DOs
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Establish a
connection quicklyBuilding an image
Know how people watch Experiment
Distribution
#
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Distribution
Distribution: DON‘Ts
Don‘t Expectyour video to
go viral
9/10 of viral attempts fail
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Distribution
Do Seeding
Distribution: DOs
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Attract more
students
with Virtual
Reality!
ICEF Media
now offer VR
products
media.icef.com
Welcome to the Future
Virtual Reality
• “Teleport” the audience to your location
• An immersive & interactive user experience
tailored to your target market and USPs
• Creating strong story based content
Using VR as a Marketing Tool
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Welcome to the Future
Virtual Reality
• Appeal to future students and younger generation
(High Engagement / High Reach & Social Buzz)
• Help students orientate
• Go Live
• Reducing language barriers
Using VR as a Marketing Tool
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Welcome to the Future
Make VR work for you
• Content hub
• Low cost distribution
• Stand out with high tech
• Be remembered
Virtual Reality
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“ They produce great results, time after time, and continually manage to exceed our expectations!”Walter Denz CEO Founder Liden & Denz and VP of EAQUALS
“Working with ICEF Media was a most efficient way to have high quality and professionally made testimonial videos”Léa Senn Global Engagement and International Education Università Cattolica del Sacro Cuore, Milan Italy
“If you need video production expertise tailored to your needs go with ICEF Media” Jean Marc Alberola, President Bridge, Colorado USA
Industy Testimonials
ICEF Media in the Industry
