Creating Effective Video Strategies for Charity Marketing
Develop successful video strategies for your charity by focusing on key elements such as purpose, goals, impactful voice selection, engaging content movements, brand messaging, and the power of film as a medium for connection and showcasing impact.
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Presentation Transcript
Making video integral to your strategic marketing mix
Developing a successful video strategy for your charity
Choose a good name for your film series! 1
Lets start with the why What is the purpose of this film series? What will it aim to deliver for our charity? 2
Can you get more specific on your goals for this video series? 2
Whose voice will have most resonance or impact? The voice of your colleagues The voice of your volunteers The voice of your supporters The voice of your beneficiaries 3 The voice of your patrons The voice of celebrities The voice of influencers A voice over artist A presenters voice Other?
Film content is about movement. What can move physically or emotionally? Different interesting locations A process we can follow from start to finish 4 A day in the life or other timeline A physical or transformation journey Interesting equipment Following a person s story ? ?
What is your brand message or story you d like to communicate through film? Lead brand message - keep it concise 5 Secondary brand message(s):
Why specifically is film the right medium here? Film can take us behind the scenes Film is the most powerful way to communicate this 6 Film can show us interesting places, people, perspectives Best way to show the impact of our work in context Film can help us connect to our audience - seeing is believing Film can showcase variety and diversity of our work ? ?
What style of film series would work for your brand, your message and your audience? Timelapse - change the pace of the action One continuous conversation, different perspectives on one topic The advert solution - show the big picture 7 Day in the life narrative The educational, explainer video Use one continuous shot to explore the subject ..life beyond the vox pop!!
What style of film series would work for your brand, your message and your audience? Talking head film, plus animation A recruitment film to position your charity 7 The values film to showcase who you are The concept film A film led by a film technique such as drone footage ?
Who, what, why, where, when, wow (finding your wow moment) Sometimes a film hinges around a wow moment. This can be a change of pace or energy. Wowzers! 8 A surprising shot, an emotional pull, a reveal. What s your wow?
Setting the tone with your dream soundtrack? If you could use any music, what would it be? Explain why My dream soundtrack would be 9 What does that tell you about the tone of this film series?
Total freedom. Think beyond all constraints. Choose you dream presenter, dream location or the Hollywood style sequence that says it all! Freedom! 10
Where are your audience watching? How will you reach them? Organic social audience Paid social audience 11 Campaign landing page Online - website Youtube and/or Vimeo Media film Broadcast / Digital TV ?
What are we defining as standard for accessible video at our charity? Written transcripts uploaded to Youtube Burnt in text captions 12 Remove autoplay from online video Check colour contrasts and font sizes Adding British Sign Language ?
We hope you enjoy creating some amazing films this year! Please book yourself onto a surgery call with us if you d like any more advice or support :) Chris Dessent Founder Director chris@creativeconcern.com
