5 Signs You Should Update Branding Videos for Marketing

5 Signs You Should Update Branding Videos for Marketing

If you were proactive about implementing video marketing campaigns for your new business during the start of the video marketing age, it’s likely that your brand has evolved tremendously since then. Creating and branding videos early on might have offered you success right away, but like many marketing assets that age out, results can plateau. It’s likely your business has experienced substantial changes from the time of your last video marketing campaign, and those new offerings and key personnel need to be better represented. Aesthetically, the video might be outdated as well as new ways to use the medium and new technology has improved the quality of videography. In other words, you might be wondering if it’s time to invest in an update to your video marketing strategy.

The start of the year is the perfect time to evaluate your older marketing assets and decide if the changes in your business warrant producing updated branding videos. The good news is that if you’ve enjoyed success from past videos, you don’t necessarily need to completely start from scratch. Footage from old videos can be repurposed (as long as they match the new video quality about to be shot or created) and the formats that you used can stay the same.

Of course, whether you can reuse footage and mimic your previous branding videos will depend on the changes in your organization and your new goals. It’s up to you to revisit these videos and decide which ones need to be altered or completely redone. 

Here are 5 signs that your old branding videos could use an update for 2022. 

1. You’ve Added New Offerings

As an early bird to the video marketing era, your business might have had only one or two core offerings to market. Now that it’s been a few years, your business might be more complex with new services or products. 

Do these newer offerings have any representation in your older video marketing campaign? If not, you’re leaving a hole in your marketing funnel. Raising awareness about these new products and services is crucial to their success, so you should prioritize updating your video marketing campaigns as soon as possible. 

2. Your Customer or Client List Has Grown

Since the beginning of your business, you’ve been working hard to build up a list of loyal customers or clients. If you produced marketing videos early on, you made the best of the content you had to work with. Now that you’ve added products and services and obtained more testimonials, it’s time to represent that in updated branding videos, especially if you are doing a new testimonial video(s).

Adding more testimonials will not only help to show the popularity of your offerings, but also represent your continued success. Having more recent testimonials and interviews included will reassure prospects that your business is still thriving and offering consistent value.

3. You Have a New Brand

Entrepreneurs are passionate people, so getting a business up and running often takes precedence over perfecting the branding. Sometimes, business owners procrastinate finalizing a logo, brand colors, messaging, and design until they’ve successfully earned a profit. Other times, the business evolves and requires some tweaks to the brand in order to more authentically represent the mission and offerings.

As a result, your original video marketing campaigns become outdated. Inconsistent brand colors, fonts, and messaging can confuse your audience, and these video campaigns aren’t showing off the new brand in which you’ve invested. It’s time to promote your new brand, create consistency across your marketing efforts, and authentically represent your business to your audience with updated branding videos!

4. You’ve Moved to a New Location

Recent changes to the economy and job landscape have caused many business owners to downsize, relocate, and make changes to the way they do business. You might have had a brick-and-mortar location but moved to a smaller storefront or chosen to go fully remote. No matter the changes, it’s imperative that your audience has the most up-to-date information about your business so that they can easily support you. You’ll want to set the right expectations for customers or clients who plan to arrive at your business in person and offer an updated address, revised business hours, check-in protocols if applicable, and more. 

5. You’ve Had Changes to Staff

When you first created your branding videos, it might have been important to introduce your prospects to your staff. If you’re a school, for example, you might have department or program-specific videos that introduce prospective families to the department heads and program leaders. Changes to staff could also mean that your organization has changed in size, which you’ll want to reflect authentically to your prospects. If you’ve had changes to staff members who played key roles in older marketing videos, then it’s time to update your campaign with new staff members.

If you’re looking for more advice about updating your branding videos, Monzo Media Productions has extensive experience in helping organizations produce and promote their marketing videos. Contact us to get started!

Photo by KAL VISUALS on Unsplash

Building the Ultimate School Video Marketing Campaign

Building the Ultimate School Video Marketing Campaign

The Final Installment of the School Video Deep Dive Series

If you’re just tuning in now, welcome to our comprehensive guide to the ultimate school video marketing campaign. If you’ve been reading from the beginning, congratulations on making it through our entire School Video Deep Dive Series! While our previous blogs explained marketing videos for schools according to type, this blog provides an overview of how the different videos work together.

Whether you’re just beginning to explore video marketing for your school, or you’ve already begun producing assets, we recommend reading this guide to using school marketing videos in a campaign to improve enrollment.

Understanding School Video Marketing Funnels

Achieving a basic understanding of marketing funnels will help you better align your marketing assets with your goals. A marketing funnel is typically represented by a funnel-shaped diagram explaining how your marketing assets should work within your campaigns. This diagram is separated into a few sections, usually labeled awareness, interest, consideration, and intent.

At the top of the funnel, there is a “wide mouth” meant to catch as many prospects as possible. A marketer builds out  “awareness” with marketing assets meant to capture attention and introduce prospects to the brand. 

Further down the funnel, marketing assets offer niche resources directly related to the brand to narrow down the audience. As a result, the target audience becomes more refined as only truly interested prospects continue through the funnel while others exit.

Overall, your school’s video marketing funnel should capture attention and then slowly weed out prospects who do not fit your target audience. At the same time, these videos should convince prospective families to enroll by overcoming common objections and barriers.

Types of School Marketing Videos in the Funnel

Now, let’s talk about how each school marketing video type fits into that funnel. Different types of school marketing videos naturally lend themselves to certain sections of your video marketing funnel, starting with awareness and following through the stage of intent.

To begin, your general admissions video should be the first video marketing asset introducing prospects to your school. This video captures the attention of prospective families looking for a new institution and offers a general overview of the school and what your school’s value proposition is.

Once prospective families decide to learn more, they enter the stage of consideration. Here, we recommend providing more detailed information combined with emotional content about your school.

Here’s a brief recap of the types of school marketing videos that can help move prospects further down the funnel: 

Student-parent experience videos are testimonial videos from real families with compelling stories about their experience with the school. These videos are inspirational and highlight the school’s success, focusing on the institution’s core mission and values.

Program and curriculum videos specifically target prospective families according to their intracurricular and extracurricular interests. You can choose to have a few videos, each one focusing on a facet of the academic curriculum, athletic programs, and other activities. Your faculty are also given the opportunity to shine, and interested students can “meet” the teachers they’ll encounter once enrolled.

Finally, prospective families still in the funnel will enter the stage of intent, looking for detailed information about enrollment and the logistics of attending your school. Questions about applications, tuition, and transportation should be answered in barrier videos. Here, offer solutions to any objections prospective families might have.

How Do I Use School Marketing Videos?

Once you’ve successfully produced all your school’s video marketing assets, you’ll need to distribute them to your target audience. Your marketing funnel should inform how you use each type of video on your social media feeds, website, emails, and more.

When it comes to the awareness stage, where your prospects discover you, you should focus on distributing your general admissions video through social media and on the homepage of your website. More detailed videos, such as your testimonials and curriculum videos, should be embedded in specific pages of your site and distributed to leads, such as through email marketing. Barrier videos should appear on the informational pages of your site, such as your tuition assistance page, and should be provided to prospective families who have inquired about a visit and ultimately enrollment.

Of course, there are exceptions to every rule of marketing engagement, and you should strive to be creative with your video marketing strategy! 

If you’re looking for further professional guidance, whether to produce your school marketing videos or to learn more about how to build your marketing funnel, contact Monzo Media Productions today.

How to Use Barrier Videos for School Marketing

How to Use Barrier Videos for School Marketing

Part V of the School Video Deep Dive Series

One important reason to set up a school video marketing campaign is to offer information for prospective families who are still exploring all their options. The general admissions video provides an overview of the institution, and school program videos highlight specific aspects of the curriculum. However, you’ll likely find that your marketing campaign doesn’t end simply by convincing prospective families, through an overview video, that the institution is a great choice.

Commonly, families researching schools will find a few excellent options but refrain from enrollment because of some unfortunate barriers or obstacles. Therefore, a video marketing campaign is not complete without barrier videos. You need to convince these prospective families who are otherwise interested in your school to enroll using content that addresses their concerns and pain points.

To avoid leaving these interested families behind, let’s explore how you can include barrier videos in your school video marketing campaign.

Where Do Barrier Videos Fit into School Marketing?

Too often, schools leave money on the table when their marketing materials promote the school but don’t address the barriers that keep interested families from enrolling. Barrier videos are the tool that are towards the end of the top of your marketing funnel, targeting families who already know lots of aspects about the school but have a few issues standing in the way of enrollment.

While previous school videos, such as general admissions videos and testimonial videos, speak to families early on in their research process, barrier videos should be saved for families who require that last push towards conversion. As a result, barrier videos best serve prospective families when used as:

●      Embedded videos towards the end of email drip campaigns

●      Posted videos on school website pages — for example, those that address tuition assistance

●      Resources provided by faculty when families explain their concerns about the school if applicable

Overall, think of barrier videos as one of the final chances in your video marketing campaign to become problem solvers. Ask yourself how you would want to be addressed if you presented concerns about applying to the school.

What Makes An Effective Barrier Video?

In order to create effective barrier videos, the first step is to identify and evaluate exactly which problems are discouraging families from enrolling. Barrier videos must address your target audience’s concerns so that you systematically overcome objections to enrollment. 

To properly address your prospective families’ barriers, it is best to have one video dedicated to each of their pain points. Families should feel that you fully understand their needs and have taken the time to thoroughly address each of them.

If prospective families have a difficult time affording tuition, create a video that walks them through the financial assistance process at your institution. If they worry about having the means of transportation for students to attend school every day, use a barrier video to explain opportunities such as signing up for school bus pickup.

These videos are also more factual rather than emotional, presenting statistics and offering solutions. Barrier videos should ultimately highlight the school’s process for solving the pain points and how effective these solutions have been for other families. 

A great example of a barrier video is one of our tuition assistance explanation videos, in which we used motion graphics along with statistics and facts to reassure families that the school could help them afford tuition. This barrier video showcases the tuition assistance application process, provides examples of average household incomes and percentage of tuition waived, and explains exactly how the school is able to accomplish this level of financial aid.

Create Barrier Videos for Your School Marketing

At the end of your barrier video, families should be left without any doubt that enrolling in your school is the right choice. With a deep understanding of your target families’ pain points, thorough answers to their concerns, and compelling video marketing assets to communicate your solutions, you’ll be able to significantly increase enrollment.

We are proud of the several successful barrier videos we’ve produced for schools. To get started with fleshing out the end of your school marketing funnel with helpful barrier videos, connect with Monzo Media Productions today.

Why School Program and Curriculum Videos Are Important Marketing Tools

Why School Program and Curriculum Videos Are Important Marketing Tools

Part IV of the School Video Deep Dive Series

Your school’s video marketing campaign is made even more powerful when it’s broken down into a set of topic videos, each one offering an inside look at different aspects of the student experience. Part of this process is keeping your target audience in mind. While general admissions videos encapsulate the heart and soul of your community, school program and curriculum videos offer an opportunity to speak directly to your targeted prospective families even more.

Publishing a set of these videos as part of your campaign can help families who are interested in specific programs discover your school through online search, and learn more about your curriculum, faculty, and the student experience. 

Here’s how you can take advantage of school program and curriculum videos as part of your marketing strategy. 

What Is a School Program Video?

A school program video goes into more depth about a program within your school’s curriculum. While the general admissions video is more of an overview of the schools core offering and value, program videos help families further explore the departments and activities that are most important to them.

For example, you could choose to highlight the performing arts program in your curriculum with a dedicated video. In this video, families can learn about performing arts classes and events, and meet the teachers and faculty directly involved, without actually meeting them (yet!).

Generally, school program videos are short, sweet, and concise, providing just enough information to intrigue families. A brief overview of what parents and students can expect from the program will suffice. At the end, the video should prompt families to contact the school for more information. 

How Do School Program Videos Add to My Marketing Campaign?

Program and curriculum videos are important and effective because they narrow down the audience and target families with specific interests. Families who are particularly excited about one program, such as theatre or the science department, can be spoken to directly. In doing so, you’re giving them all the important information they need to move forward in the enrollment process.

By adding program or curriculum videos to your video marketing campaign, you can also dive into the heart of your school and introduce teachers that students will interact with every day. Previously, teachers added their thoughts about the school in the general admissions video, but in the program video, this is their chance to shine. Families get to virtually “meet” these teachers before they meet in person, and teachers can make their best first impression.

Overall, program videos humanize the school and break down key topics or concerns that families can more comfortably approach. As a result, they’ll become confident in the school, programs, and teachers, knowing that their students are in good hands.

How Can I Produce an Effective School Program Video?

One of the great aspects of producing a school program video is that the format is open to interpretation. These videos break down your school into parts that families can explore with ease, but how you present your school is up to you.

In other words, you could create a separate video for all the main programs at your school, offering one for academics, one for athletics, and some for extracurriculars. If you’d like to do something different, you could focus each video on a separate grade level or range of grades, covering the curriculum for lower, middle, and upper schools. Regardless of your choice, the most important point is to help families enter into the school experience and understand what to expect.

Another thing to keep in mind is the kind of footage you use. Many other school marketing videos have been best formatted as a combination of interviews and B-roll, but that doesn’t have to be the case here. You could have one of your teachers explain the program while presenting footage of the classrooms or events involved. You could also have a walk-through video of the program’s space. Get as creative as you’d like!

Build a Powerful School Video Marketing Campaign

As with other types of videos, producing school marketing videos means you’ll have a vault of marketing assets that you can use across channels and at events. Adding videos that address specific programs or classes to their respective pages on your school website should help your website rank better in search engine results. To learn more about how school programs and curriculum videos can improve your marketing strategy, contact Monzo Media Productions today.

How to Use an Event Video to Draw Hype

How to Use an Event Video to Draw Hype

It’s a relief to say that live events are finally making a comeback, which means businesses and companies in the live event space should be getting a head start and taking full advantage of marketing opportunities. To get your community excited about your upcoming events and encourage attendance after such a long hiatus, consider boosting your marketing strategy with a video campaign.

Before the pandemic, events and event recap videos were powerful tools used by businesses, nonprofits, and schools. These marketing videos capture not only the “where, what, and who,” but also the energy of the event and the value it offers attendees. Event videos are powerful because they visually express the experience that attendees have and can inspire the viewer to experience it for themselves. 

Keeping in mind the value and reach of your marketing dollars, here’s how you can harness the power of event videos for your organization.

What Is an Event Recap Video?

While event recap videos are powerful tools, they’re typically simple in nature. Event video productions do not require any extensive scripting or rehearsing. Rather, producing the video is more about capturing the event in real-time and precisely editing the footage down to less than 3 minutes of content. Keep in mind that a video production crew can capture the whole event if needed, but most of this footage will be archived. 

We suggest to our clients that event recap videos be between 1 minute and 2.5 minutes long. This length might seem short for events that could last an entire day, but you’d be surprised at how powerful a 60-second video can be. Viewers will get an idea of the size and structure of the event visually, and short clips will highlight the venue, speakers, and main event. Overall, though, it’s more important to convey the value of attending the event to convince viewers to take action or to get involved.

Elements of an Excellent Event Video

A successful event video consists of a few key elements pertaining to the types of footage captured and editing techniques. Your video production partner should aim to understand the core value of the event and how it pertains to your brand, and then use this as a guide for capturing footage and editing the content.

First, an excellent event video should express the message and value of your event, mainly in a visual way. Instead of dictating the details of the event, the video will immerse viewers in the event experience through high-energy, fast-paced clips. Short clips, edited with visually interesting transitions, serve the purpose of showing the size of the event, attendee engagement, presenters/special guests, and more.

Second, candid testimonials from attendees during the event can be interspersed throughout the video. Unlike in other types of marketing videos, these interviews don’t necessarily have to be planned or rehearsed. Instead, the production team can pull attendees or event coordinators aside during filming and ask them about their experience with the event. Ideally, these testimonials will express how valuable the event is to them personally as well as to the community.

Finally, event videos should always finish with a clear call-to-action. After fast-paced visual storytelling and compelling testimonials, you should capitalize on the viewer’s excitement by giving them the exact action they should take. For example, direct them to register for an upcoming event and offer the direct link or resource they need to follow through.

Using Event Videos to Draw Hype

Experienced marketing video producers understand exactly how to capture the right footage for your event and edit it into a captivating marketing tool. They’ll also know how to archive and repurpose unused footage, otherwise known as evergreen video assets, to get the most of your film day content.

Here at Monzo Media Productions, we’re proud of the event recap videos we’ve provided our clients, such as this video for Veterans Shark Tank in 2019. Take note of how the pacing ideally captures the energy, and the ending presents all the necessary information for further action.

To begin boosting your marketing efforts for your upcoming events, connect with Monzo Media Productions today for a conversation about your project.

How to Use Student-Parent Experience Videos to Highlight a School’s Success

How to Use Student-Parent Experience Videos to Highlight a School’s Success

Part III of the School Video Deep Dive Series

In part three of our school video deep dive series, we’re going to focus on the concept of “social proof” as a way to promote your school. Specifically, we’re going to explain how to showcase various success stories by highlighting student and parent experiences in a marketing video. These videos, which we’ll refer to as “student-parent experience videos,” focus on both the experience and transformation that families can expect if they choose to invest in their student’s education through enrollment.

How these videos take shape largely depends on the values and priorities of the school. For instance, parents may choose enrollment in hopes that their children become more adjusted, successful students. In that case, your school marketing videos should emphasize transformation through education. On the other hand, if your school focuses on offering a loving and nurturing environment, then your marketing should highlight the emotional experience of the school community. Regardless of exact messaging, these school videos ultimately fulfill a family’s need to hear from other families about their experiences before they commit.

What Is a Student-Parent Experience Video?

A student-parent experience video is simple yet open-ended. In 3 minutes or less, this video should highlight what it’s like to be a student and parent at your institution using testimonies and relevant footage. This asset within your school video marketing campaign should follow the lead of the flagship general admissions video by carrying out the already-established themes and values.

The student-parent experience videos should speak to both students and parents because the opinions of both work together to create a compelling narrative. Students understand the experience of your school firsthand, while parents invest their money and time into helping their children thrive. Typically, parents like hearing from other parents about their experiences, and students likewise appreciate hearing from their peers.

There is a lot of room to get creative and tailor the student-parent experience video towards your school’s priorities. It can be helpful to take stock of inspirational success stories in your community and identify any trends or common themes. Keep in mind that this video should target the specific type of family that your school focuses their marketing efforts on, so the success stories should be relatable to that audience.

Types of Student-Parent Experience Videos

The key to successful student-parent experience videos are powerful, sometimes emotional, interviews with students and parents. Beyond that, the video can follow a few different formats. Which format you choose will depend on the kind of success stories you have in your community and whether you have leftover footage from filming your general admissions video (evergreen video assets) that you can incorporate. 

One way you can frame your student-parent experience video is to think about it through the lens of the arts, academics, or athletics. For example, if there are students that found refuge in your school’s art program or turned around their grades because of your exceptional academic offerings and excellent faculty, then the video can focus on the students’ experiences in those programs.

How many student-parent experience videos you choose to produce is entirely up to you. Some school marketing campaigns might be more effective with multiple videos that cover various stories, programs, or grade levels in-depth. On the other hand, you can choose to have one video in which you compile several testimonies into one overarching theme. Ideally, your video production company will have developed a video marketing plan with you prior to filming and helped you prepare the school for a video production.

If you have a very strong singular story you can focus on, you could make a video just about that one family. Ideally, this video would be a few minutes long and show the transformation of the family in a three-part structure (the family’s situation before, during, and after their experience at the school). This type of video is especially powerful if the family is representative of a target audience that would relate to the message.

Repurposing Student-Parent Stories for School Marketing

Once you have finished your student-parent experience video, you can maximize its value by sharing it across multiple channels. First, you should ensure that your video is properly featured on your school’s website. Then, you can distribute it through targeted Facebook advertisements, email marketing campaigns, and even at open houses.

Ready to begin creating student-parent experience videos for your school’s video marketing campaign?  Contact Monzo Media Productions today to set up a consultation about your school video marketing campaign.