How to use. Agile Video. TO MARKET your school. Mark Smith MARKETING MANAGER PENK VALLEY FEDERATION

Transcription

1 How to use Agile Video TO MARKET your school Mark Smith MARKETING MANAGER PENK VALLEY FEDERATION

2 CUT TO THE chase

3 Why video?» The camera doesn t lie» People like people» Video shows the whites of your eyes» It opens closed doors» And that s why people believe it» Plus... Video is in everyone s pocket and everyone is watching it

4 Who is watching? 100 million hours of video watched every day 1.3 billion people use Facebook every single day over two thirds of their users

5 Who is watching? A third of people using the internet watch YouTube daily ½ billion hours of videos each day watched on mobile devices

6 Tell your story» Every video also tells a story. But...» What is the story?» Why do people care?» How do you want them to feel?» What do you want them to do?» How are you going to get them to watch?

7 ...broadcast it» Broadcasting of content is crucial for marketing.» The three key principals of the BBC as defined by Lord Reith: INFORM EDUCATE ENTERTAIN

8 Agile Video - my definition» Video that tells the story of today.» Video that takes as little resource as possible to create.» Video that happens as second nature.» Video that will excite your audience while they are in the zone.» Video that capitalises on a zeitgeist from beyond your gates.» Video that reassures at a time of concern.

9 Professionalism and agility» How do I make my videos look good, but agile?» What stuff do I need? What do I have already?» What skills do I need? Where am I at now?» What can t I do for myself? Who can help me?

10 Agile video creation» Situation - you want to create great video because people love them» Objective - you want to become your own video production team» Strategy - you are going equip yourself with the kit, the skills and the time to make it happen» Tactics - you are going to embed a storytelling culture in the school so that your videos feel like second nature whilst building a powerful video brand» Actions - you are going to create and publish video when and where the stories occur and document your school s journey in real-time leveraging the best channels for broadcast» Controls - you are going to use the powerful metrics of social media sites to see your video reach grow and your school flourish

11 A BAG OF tricks

12 Your essential kit CANON EOS 100D CAMERA 240 YONGNUO 50mm PRIME LENS 40

13 A new perspective CANON 10-18mm wide angle lens 200 CANON mm zoom lens 125

14 Project your voice TAsCAM AUDIO RECORDER 85 RODE VIDEOMIC GO 56

15 Smoothly does it HANDHELD CAMERA STABILISER FROM 40 SHOULDER MOUNTED RIG FROM 70 TRIPOD FROM 15

16 Lights and other bits 2x SOFTBOX LIGHTS FROM 40 MEMORY CARDS, BATTERIES, BAG ETC. FROM JUT A FEW

17 Recommended software ADOBE PREMIERE PRO PROFESSIONAL LEVEL EDITING SUITE 16 PER MONTH FOR EDUCATION USERS imovie ENTRY LEVEL EDITING 0 ON APPLE DEVICES ADOBE AFTER EFFECTS ADOBE PRELUDE ADOBE AUDITION ADOBE SPEEDGRADE ADOBE MEDIA ENCODER ADOBE PHOTOSHOP ADOBE ILLUSTRATOR ADOBE INDESIGN ADOBE MUSE ADOBE LIGHTROOM

18 A CASE IN point

19 The year eleven prom» Wednesday 21 June 2017» Always a popular occasion» Held at a local country house hotel» The students arrive by a variety of interesting modes of transport» Parents and families come along to watch the arrival» We had 165 students in Y11. About ¾ of them attended the prom.

20 Putting it all together» I arrived at the venue at 6pm with one camera, one lens and a tripod.» I filmed a selection of the students arriving, some of the vehicles and a few cutaway shots of the crowd.» I filmed all of it at 50fps so I could use the footage in real slow motion.» By 7pm the students had gone in and I went home to edit the video.» I grabbed the best shots where the framing was good, the shot was reasonably steady and the subject was in focus.» I strung together what I had selected, added a simple title and a logo at the end.» I added some free to use music from bensound.com» I uploaded it to Facebook. This took ages on my home wifi, but even then the video was live for 10.30pm by which time parents would be arriving at the hotel to collect the students.

21

22 The impact» By the morning the video had been watched 10,000 times.» It has now been watched over 17,000 times.» The post reached over 50,000 people.» Crucially it was shared 65 times. Most of these shares were before midnight on the evening of the prom.

23 Why it worked so well» People locally care about the students and their prom.» It told the story clearly and simply.» It looked fairly professional.» CRUCIALLY - The video was agile.

24 Thank You