What Corporate Companies Can Learn From My Nonprofit and School Clients

What Corporate Companies Can Learn From My Nonprofit and School Clients

At Monzo Media Productions, we proudly serve private schools, nonprofits, and businesses by turning them into effective storytellers through video marketing campaigns. We’ve been specifically honing in on these three verticals, and it has been interesting to see how each type of organization has taken advantage of video as a tool and tackled its video marketing efforts. 

While each vertical typically chooses to utilize video for similar reasons, the way these organizations choose to go about their efforts can be strikingly different. I believe that each vertical can improve its campaigns by studying how others approach video marketing, so I wanted to provide my take on some lessons to be learned.

Video Marketing is a Long-Term Strategy

Of course, every organization is unique, so sweeping generalizations only get you so far. In my experience, however, I’ve found that nonprofits and schools have valued video strategy long-term. These organizations don’t stop at one video – for instance, I’ve seen corporate companies try to use their branding video as their recruiting video – nonprofits and schools have taken advantage of a compelling strategy through the use of separating those types of videos that way it matches the target audience more effectively. Each one might tell a different story or use bits and pieces of the whole story. Further, these organizations typically produce videos year after year, not once every couple of years. Consistently approaching video marketing with new videos means always having fresh content that is relevant and accurately represents the brand.

Don’t Just Post Online and Call It Quits

The other side to that long-term strategy is that organizations change over time. There are always new stories to tell, and there are always new ways that video marketing funnels can be utilized. As new channels and avenues arise, nonprofits and schools continue to adapt and take advantage of every way to reach their audience. 

This reality means that you aren’t done with a video once you post it online, either. Getting the most out of your video marketing efforts means sharing it with your audience through every possible channel. Nonprofits and schools do an amazing job at using various marketing tactics beyond sticking to one video hosting platform or website. Maybe they feel they have to get the most out of their often-small budgets, but I’ve seen them repurpose their videos for everything from ads to in-person events like fundraisers (as long as it makes sense to the target audience). 

Videos Tell Stories and Humanize Brands

Nonprofits and schools are typically connected more authentically with their communities and audiences because of their nature and mission. For example, they might exist to educate about certain dangers, help children, or assist those in need, and these goals translate well into video content. This authentic human connection flows naturally through their messaging, and video marketing serves them very well by further humanizing their brand. 

These organizations do a great job of understanding the power of storytelling through video for these reasons. Some of my school clients have built powerful school marketing campaigns with strong storytelling and smart branding. If there’s anything I believe defines video marketing best, I say it’s storytelling. Corporate organizations can learn from this by reframing their video marketing strategies with this lens. 

Learn From Others to Improve Your Video Marketing Strategy

Every organization is different, but these observations are general trends I’ve seen when working with nonprofits and schools on their video marketing campaigns. Approaching video marketing as a long-term strategy of storytelling and humanizing your brand, in addition to utilizing every avenue of outreach to squeeze the most value out of your videos, are key strategies for the best return on investment.

Corporate companies can learn from these nonprofits and schools to better take advantage of their video marketing efforts. On the flip side, nonprofits and schools can also learn from the way corporate organizations approach video marketing, which I’ve outlined in my pervious blog: What My Nonprofit and School Clients Can Learn From My Corporate Clients.

If you’d like to learn more about the best video marketing strategies, contact Monzo Media Productions.

What Nonprofit and Schools Can Learn from My Corporate Clients

What Nonprofit and Schools Can Learn from My Corporate Clients

I’ve spoken about how corporate companies could learn from my nonprofit and school clients when it comes to powerful video marketing campaigns using storytelling and long-term strategies. On the other hand, I want to address the many strengths that my corporate clients have when tackling video marketing campaigns. While nonprofits and schools typically focus on human connection and their community-centric missions, my corporate clients have a keen interest in the business side of video marketing that serves them well.

Of course, every organization is unique, so these generalizations shouldn’t be taken as full-proof. Instead, I think it’s important to address the ways these verticals typically approach video marketing so that we can all learn from each other without judgment.

The Call-to-Action Phrase Is Everything

If you regularly follow my blog, you’ll know how important call-to-action phrases are to video marketing strategy. Without calls to action, your viewers are left hanging at the end of your video, unsure of where to go next for more information or how to take action. Knowing your call to action from the beginning of video planning also helps you to create a video marketing campaign that serves your goals effectively.

My corporate clients have fully understood the power of the call to action, as they’re familiar with this tactic in other aspects of their organization. They are customer-driven and sales-oriented, and the call to action is an integral part of this sales process. On the flip side, nonprofits and schools tend to shy away from this type of messaging because they are concerned about being perceived as “salesy.” If you are concerned about this, please reconsider. Building a video marketing campaign means creating a funnel in which you must guide your viewers from beginning to end, regardless of what your goal is for their participation. 

Video Marketing Can Be Internal, Too

While nonprofits and schools do a great job of outreach through many different channels to their external target audience, I’ve seen corporate clients use creative video marketing campaigns internally in effective ways. They’ve done everything from building educational courses for employees to embedding videos in internal newsletters. The list of opportunities is endless for how you can use videos, and my corporate clients really understand this.

Track Analytics and Return On Investment

Corporate organizations naturally focus on the bottom line and are often assessing their investments to determine whether they should continue to allocate their budget toward certain efforts. The only way to make these decisions is to have the data to inform them, and this is where analytics comes into play. Tracking analytics regarding how videos are reaching the audience and whether they achieve the marketing goals is key to corporate video marketing success. Not only does this data help decide whether to continue the efforts, but also helps to determine whether weaknesses exist so strategies can keep improving.

Learn From Others to Improve Your Video Marketing Strategy

Approaching video marketing with an eye on the bottom line and creative internal efforts are unique aspects of corporate video marketing that I believe nonprofits and schools can benefit from implementing. In addition to the long-term strategy of storytelling and humanizing your brand, nonprofits and schools can formulate a strategy that continues to improve their return on investment and use data to back up their decisions. 

Corporate clients can learn from nonprofits and schools as well, which I’ve discussed in the next blog: What My Corporate Clients Can Learn From My Nonprofit and School Clients.
If you’d like to learn more about the best video marketing strategies, contact Monzo Media Productions.