When designing your digital strategy for a College or a School, you will bump into a jungle of services being presented as the be-all and end-all of marketing solutions. From our 20 odd years in Media, we have learnt that the simple power of film, movies, or video, doesn’t need a lot of words.
Why is Digital Strategy a buzz word?
At MultiMediaMakers we often pierce through the thin layer of varnish that sits on top of digital agencies’ solutions. Many customers buy complex and overpriced technology packages, where often it’s common sense that is needed. What are we showing the audience? Is it well made? Does it touch the left brain and right brain? And is it in line with who we are? There’s our 15 second free Marketing Plan.
Where does Video sit in this “Digital Strategy”?
Our happy customers will confirm that video sits at the core of a strong strategy. Simply because it is so powerful, so rich and multi-layered. And exactly because it conveys information AND a feeling. This is the unique power of film, and it has been a constant presence in most people’s lives since the 1890s, when cinema was invented. This is why the experience of well produced video hooks us to a brand.
So how do I integrate video in my Marketing Plan?
Quality is the first important parameter at work. Random DIY video content will tell your audience that you couldn’t afford to do it properly. Many schools make the mistake of putting their internal nice-to-see video content on public display. Google and YouTube searches are then linked to random, lengthy, and user-generated video content. This would be as if the TV stations would broadcast content, made by the secretary and the cleaner, rather than the director and producer.
Frequency: A good digital strategy interacts on a regular basis without overdoing it. Knowing that your brand pops up on social media, with consistent and high quality content, helps your audience to trust you. Just like most people trust the news anchor simply because they have been around for 10 years or more.
Authenticity is our third vital key to successful content marketing strategies. You need skills to support the people in your school when on camera. So the content is controlled but not staged. Directed but not unnatural. That’s where authentic content adds real value to the conversation with your prospects.
This video tells the stories of the Penrhos College Graduates (2015) and is aimed at prospect families and students. We use the power of simple, authentic and unscripted interviews to bring out the personalities and the key messages.