Vvmml Capstone Slide Show Presentation

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  • Hi I’m Fred Carbine. I am an MSIT Graduate Student with Marlboro College. I’m here to present my Capstone Project, which was an Overview Video for a Non-Profit Military Museum. This will be a 20 minute presentation. I’d like to save all questions for the end of the presentation. Before I be
  • This museum is located in Colchester, Vermont, on the Camp Johnson Army base, home of the Vermont National Guard.
  • This museum is located in Colchester, Vermont, on the Camp Johnson Army base, home of the Vermont National Guard.
  • VVMML accessibility and viewability is compromised since it is on secured military base
  • Museum’s only source of funding are donations, grants and memberships.
  • Historically, the museum has drawn tourist group (schools) contribution and membership dollars through world of mouth, which keeps them barely afloat. However, if a more widespread and inexpensive marketing medium is used, the museum increases its likelihood of drawing even more tour groups for donations and memberships while saving advertising expenditures. This permits the museum more money for maintenance and future expansion.
  • So, what is the marketing solution for the VVMML. Traditional Print Ads and television ads can quickly run up to thousands of dollars.
  • It’s Free to Setup an Account and upload videoIt offers viral marketingIt has over 400 million viewers and countingIt has various and evolving methods to market the video:-Sharing Links and Embedding Them in External Websites-Imbedding Overview Video into VVMML’s Website-Google Adwords Campaigns (Front Page You Tube Advertising, Ad Unit, In Ad Unit, Your own You Tube Channel, In Ad Unit Advertising in related videos-In Ad Unit Advertising
  • Historically, the museum has drawn tourist group (schools) contribution and membership dollars through world of mouth, which keeps them barely afloat. However, if a more widespread and inexpensive marketing medium is used, the museum increases its likelihood of drawing even more tour groups for donations and memberships while saving advertising expenditures. This permits the museum more money for maintenance and future expansion.
  • Historically, the museum has drawn tourist group (schools) contribution and membership dollars through world of mouth, which keeps them barely afloat. However, if a more widespread and inexpensive marketing medium is used, the museum increases its likelihood of drawing even more tour groups for donations and memberships while saving advertising expenditures. This permits the museum more money for maintenance and future expansion.
  • -I lacked web video producing skills. It would take too much time to produce video based on project timeline. To mitigate the risk, needed intuitive tools that had effective presentation.
  • -I lacked web video producing skills. It would take too much time to produce video based on project timeline. To mitigate the risk, needed intuitive tools that had effective presentation.
  • Audacity is Free. Soundslides costs only $69. Both tools are intuitive to users. The technology can create quality slideshow videos that are You Tube compatible.
  • -I lacked web video producing skills. It would take too much time to produce video based on projec timeline. To mitigate the risk, needed intuitive tools that had effective presentation.
  • Great, you have produced a video, but
  • You need to test the target market. VVMML’s, based on their previous tour numbers, are Teachers/Students, Veterans and their Families, and Senior Citzens.
  • You need to test the target market. VVMML’s, based on their previous tour numbers, are Teachers/Students, Veterans and their Families, and Senior Citzens.
  • You need to test the target market. VVMML’s, based on their previous tour numbers, are Teachers/Students, Veterans and their Families, and Senior Citzens. Watch out for the sponsor who avoids being involved in the challenges and nuances required in deliverable development, but has no problem suddenly playing critic once the deliverable is done. They may think they know it when they see it. But doesn’t anyone. It is too easy to play critic when the product is a finished one.As a PM, never work in the technology or creative aspect of the project, too hard to separate from both. You also resent the fact that after hours and hours of creative development, as a pm, you have to order yourself to go back to the drawing board, which you sometimes resist. In a creative project like this one, everybody has an opinion, however, some of those opinions need consensus from the target market, since they could be way off base.
  • So, this project did the following:It helped the VVMML solve their marketing needs with very affordable technology, effectively getting their message out to their target audiences via the web. It used testing methods to improve quality, usability and educational value of the project deliverablesLastly, it provided useful, ongoing metrics to manage future success of the project deliverablesI went into this project wanting to learn more about online marketing. Not only have I learned about online marketing, but I learned so much more-interviewing, storyboarding, the video production process, You Tube’s Marketing Tools, change management in an organization and managing a project form beginning to end. The Capstone process…allowed me to integrate all my class work in this project…which I believe…is really what it’s all about!
  • Vvmml Capstone Slide Show Presentation

    1. 1. The Vermont Veterans Militia Museum and Library Overview Video<br />Presented by Fred Carbine <br />MSIT Graduate Student-Spring 2010 <br />Marlboro College Graduate School<br />
    2. 2. Overview Video<br />
    3. 3. The Vermont Veterans Militia Museum and Library (VVMML)<br />
    4. 4. Where is it? <br />Colchester, VT<br />
    5. 5. Marketing Problem<br />
    6. 6. “Secured” Military Base<br />
    7. 7. Non-Profit-Limited Advertising Funds<br />
    8. 8. Advertising Mostly by “Word of Mouth”<br />
    9. 9. Marketing Solutions?<br /><ul><li>Print and Television Ads Too Pricey
    10. 10. These Ads Can’t Provide 24 Hour Advertising
    11. 11. VVMML’s Ad Needs Guaranteed Viewership </li></li></ul><li>The Solution-You Tube<br />
    12. 12. Why You Tube?<br />2nd largest search engine on web-400 million viewers<br />Account and Video Upload is Free<br />Most Viral Marketing Tools are Free<br /> -External Video Links Are Shared<br /> -SEO-Metatags In Video<br /> -Video Imbedding in Websites<br />
    13. 13. Imbedded Video on VVMML’s Website<br />
    14. 14. YOU TUBE OFFERS CLOSED CAPTIONING <br />
    15. 15. Project Timeline-So…how long do I have to produce an Overview Video?<br />
    16. 16. If the Project Risk Register Says You’re Running Late, Best Learn to Mitigate!<br />
    17. 17. Overview Video- Which Tools?<br />
    18. 18. Use Intuitive and Inexpensive Tools for Overview Video<br />
    19. 19. Overview Video- Why Not Use a Military Veteran?<br />Rewarding and Successful for the Overview Video…but a <br /> challenging interview process (Steering the Interviewee).<br />
    20. 20. How Do You Ensure the Target Audience Watches Video?<br />
    21. 21. Testing the Target Market<br />
    22. 22. The Target Market Audience<br />
    23. 23. Testing<br />Test Target Market. What Do They Think?<br /><ul><li>Video Easy to Use?
    24. 24. Video’s Medium…Acceptable?
    25. 25. Any Educational Value of Video?</li></li></ul><li>Target Market Views Video with a Testing Questionnaire/ Survey<br />General Reactions/Comments/Feedback:<br />Do you have any comments or suggestions on this video?<br />
    26. 26. 3 Testing Processes Performed <br />Usability Testing-Evaluated Technology- Using You Tube Video<br />Quality Testing-Evaluated Market <br />Feedback<br />ADDIE-Evaluated Educational Value of <br />Overview Video (2 Part Questioning)<br />
    27. 27. Test Results Used for Future Improvements on Overview Video for Target Market<br />
    28. 28. Marketing Plan<br />
    29. 29. Lessons Learned<br />Video<br /><ul><li>Duration…Too Long
    30. 30. Teacher/Principal Testimonial Needed
    31. 31. Say More About the Library</li></ul>Project<br /><ul><li>Testing/Implementation- Longer Than Production
    32. 32. Project Manager-Separate Creative/Mgmt. Roles
    33. 33. Avoid Project Baseline Revisions with Research
    34. 34. “Windshield” Time Eats at Project
    35. 35. Get All Project Resources at Initiation Phase</li></li></ul><li>Wait! Don’t just leave your sponsor hanging after the project<br />
    36. 36. Provide a Marketing Maintenance Hand Off Plan<br />
    37. 37. Marketing Maintenance Hand Off Plan<br /><ul><li>Confirm Deliverable Acceptance
    38. 38. Perform Project Closeout
    39. 39. Provide Hand Off Documentation to </li></ul> Assist Sponsors-Contact Info./Mgmt. Docs. for Deliverables<br /><ul><li>Have Metrics in Place (e.g. You Tube’s “Inisght”/VVMML Visitor Form)</li></li></ul><li>You Tube’s “Insight”<br />
    40. 40. VVMML Visitor Form<br />New Field: <br /> How Did You Learn About Us…<br />You Tube?<br />
    41. 41. Capstone Leaning Experiences<br />
    42. 42. Thank You!<br />

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