video production intensive
TRANSCRIPT
Video Production Intensive
Technology audit onCampus launch
1:1 iPad
iPad Mac
Video
Social media Video production Website redesign
Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@hmun
dahl
Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@hmun
dahl
We have a problem.
@hmun
dahl
21st century skills, globally relevant academics,
strong arts & athletics, amazing community.
@hmun
dahl
“When examining deeply held beliefs, complicated decisions, or emotionally
charged issues we tend to favor information that confirms our existing position.”
Scott Plous 1993
@hmun
dahl
What can we do?
@hmun
dahl
Features{ Program Location
Price Taxes-
Benefits}Specific People What You Believe
What Happens Inside Culture Affects…
Prestige Authority
Trust Naming Impact Legacy Prestige
-
@hmun
dahl
Using Confirmation Bias
• Show up first
• Make your case by showing rather than by telling
• Position yourself as an authority through official, unofficial, internal and external channels
• Create sense of ‘everyone’
@hmun
dahl
Why Video?
• Show up first
• Make your case by showing rather than by telling
• Position yourself as an authority through official, unofficial, internal and external channels
• Create sense of ‘real people like me’
@hmun
dahl
New Question, New Partner
@hmun
dahl
Surface vs. iPad
@hmun
dahl
Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@hmun
dahl
Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@hmun
dahl
@hmun
dahl
Video is what affluent people do online
• Americans watched 52.4 billion videos
• YouTube accounts for 18.96% of all internet traffic
• 84% of college graduates watch online video
• 87% of online adults with household incomes greater than $75,000 watch and create video
*ComScore, Hollywood Reporter, Pew Research Center
(last December alone)
(second only to Netflix)
@hmun
dahl
The power of ‘why’ inspires action• People don’t buy what you do, they buy why you do it
• Donors researching non-profits were significantly more likely to make a gift after watching an online video that demonstrated the impact of that gift
• Video converts eyeballs into action at a high rate
• Video voicemail: 8x open rate
*Simon Sinek, Milward Brown, Google, VMO, Wistia
Video has great value
• Video keeps selling
• Production & distribution costs are low
• Viral Videos vs. Viral Essays
• Element of distinction
@hmun
dahl
SSATB Survey• More opportunities to hear from students
• More opportunities to hear from faculty
• More opportunities to hear from current parents
• More updates about school activities
• More videos about school life
@hmun
dahl
Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@hmun
dahl
Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@hmun
dahl
Authentic Authentic Best
@hmun
dahl
Authentic
• Shot, edit, publish from phone
• Walk about
• Event highlight
@hmun
dahl
Casting Now...
@hmun
dahl
Authentic Best
• Targeted, on message
• Real people, real stories
• Production value
• Story
@hmun
dahl
Production Value• Depth of field
• A-Roll & B-Roll
• Movement
• Audio
• Music
• (Lens Flares, Light Leaks, Letterbox, Pull Focus)
@hmun
dahl
Budget Pro Video Kit• Canon T3i
• 50mm lens
• Tripod
• Lavalier Mic
• Zoom Audio
• Lights
@hmun
dahl
Hook - Hold - Payoff
@hmun
dahl
Storyboard: Your video recipe• Start With Why
• One / Two Person Testimonial
• Thank You For Your Support
• Tutorial
• Event Highlight
@hmun
dahl
@hmun
dahl
One Person TestimonialTime We See We Hear
0:00-0:10 (Hook)
Relevant location (outside) Relevant location (inside, wide)
Relevant materials (close)
Music, then subject talking about why they got involved in activity
0:10-0:20Subject doing activity (medium)
Relevant materials (close) Subject talking to camera (title card)
Subject talking about why they love activity
0:20-0:40 (Hold)
Subject doing activity with others (wide) Subject doing activity (close on interaction)
Subject talking about how teacher / coach / peer has made activity special
0:40-0:55 (Payoff) Subject smiling, successful, surrounded by peers Subject gives specific advice to others
0:55-1:00 (Call to Action)
Relevant materials (close) Text: “Find out More at www.school.org/program” Music, background room sounds
Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@hmun
dahl
Goals for the Day
• Why video?
• Industry trends
• Theory
• Hands-on
@hmun
dahl