The Vermont Veterans Militia Museum and Library Overview Video

Presented by Fred Carbine MSIT Graduate Student-Spring 2010

Marlboro College Graduate School

Overview Video

The Vermont Veterans Militia Museum and Library (VVMML)

Where is it?

Colchester, VT

Marketing Problem

“Secured” Military Base

Non-Profit-Limited Advertising Funds

Advertising Mostly by “Word of Mouth”

Marketing Solutions?

• Print and Television Ads Too Pricey

• These Ads Can’t Provide 24 Hour Advertising

• VVMML’s Ad Needs Guaranteed Viewership

The Solution-You Tube

Why You Tube?

• 2nd largest search engine on web-400 million viewers

• Account and Video Upload is Free• Most Viral Marketing Tools are Free

-External Video Links Are Shared

-SEO-Metatags In Video

-Video Imbedding in Websites

Imbedded Video on VVMML’s Website

YOU TUBE OFFERS CLOSED CAPTIONING

Project Timeline-So…how long do I have to produce an Overview Video?

If the Project Risk Register Says You’re Running Late, Best Learn to

Mitigate!

Overview Video- Which Tools?

Use Intuitive and Inexpensive Tools for Overview Video

Overview Video- Why Not Use a Military Veteran?

Rewarding and Successful for the Overview Video…but a challenging interview process (Steering the Interviewee).

How Do You Ensure the Target Audience Watches Video?

Testing the Target Market

The Target Market Audience

Testing

Test Target Market. What Do They Think?

•Video Easy to Use?

•Video’s Medium…Acceptable?

•Any Educational Value of Video?

General Reactions/Comments/Feedback:Do you have any comments or suggestions on this video?

Target Market Views Video with a Testing Questionnaire/ Survey

3 Testing Processes Performed

Usability Testing-Evaluated Technology- Using You Tube Video

Quality Testing-Evaluated Market Feedback

ADDIE-Evaluated Educational Value of Overview Video (2 Part Questioning)

Test Results Used for Future Improvements on Overview Video for Target Market

Marketing Plan

Lessons LearnedVideo

•Duration…Too Long•Teacher/Principal Testimonial Needed•Say More About the Library

Project

•Testing/Implementation- Longer Than Production•Project Manager-Separate Creative/Mgmt. Roles•Avoid Project Baseline Revisions with Research•“Windshield” Time Eats at Project•Get All Project Resources at Initiation Phase

Wait! Don’t just leave your sponsor hanging after the project

Provide a Marketing Maintenance Hand Off Plan

Marketing Maintenance Hand Off Plan

•Confirm Deliverable Acceptance

•Perform Project Closeout

•Provide Hand Off Documentation to Assist Sponsors-Contact Info./Mgmt. Docs. for Deliverables

•Have Metrics in Place (e.g. You Tube’s “Inisght”/VVMML Visitor Form)

You Tube’s “Insight”

VVMML Visitor FormNew Field: How Did You Learn About Us…You Tube?

Capstone Leaning Experiences

Thank You!