Prioritizing Marketing Resources - Video Production Matrix

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Multimedia work is only increasing for marketing professionals, and the reach has expanded to be global. Prioritizing video production work in alignment with strategic goals and various levels of production quality can help marketing and communication staff keep up with demand.

A presentation by Shaun Holloway, http://www.srholloway.com

Published in: Business
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Prioritizing Marketing Resources - Video Production Matrix

  1. 1. Prioritizing Marketing Resources: Focus on Global, Social Video @ShaunHolloway
  2. 2. Social Media in Combat• Connecting and sharing from the battle• Video can show accuracy and build trust – http://bit.ly/RfOaub Courtesy of the U.S. Army
  3. 3. Visual Revolution• Video can be immersive and engaging• Has the potential to tell and show a story• Content is accessible over multiple platforms – http://bit.ly/9R6bVF
  4. 4. Integrated Marketing Communications with video• Targets the long-term impact of the message on the customer – a tactic within the plan!• Utilizes a common approach across all media channels – must work together! • A few attributes…
  5. 5. Start with the Customer• Persuasive video should be designed from the viewers’ perspective• Story board and topic planning – Video: http://bit.ly/V1yiiY
  6. 6. Achieve Synergy• Single Voice = Same Message – Avoid contradictory messages• Formulate the Goal – Make It Measurable – Idea of what the message’s call-to-action is – Conveyed at every chance and occasion
  7. 7. Utilize and Sync All Channels• Media that reaches the target market – Internet, email, print, radio, television, mobile• Reach the market efficiently and effectively – Through planned and unplanned resources E*Trade Baby - http://bit.ly/Rd0XD5
  8. 8. ID Your Key Audiences• Primary Target Market• Secondary Target Market• Tertiary Target Market • Friends and Fans • Professional Interest Groups • Government • General Public
  9. 9. Think Distribution• Website Media Galleries and Page Content• Email Newsletters• YouTube Channel and Playlists• “Favorites” Lists• Niche websites and forums• Twitter, Facebook, LinkedIn, etc.• Reference in campaign materials and letters
  10. 10. Examples of Integration and Alignment Video can be complex and expensive. The Strategic Video Matrixhelps define priorities and allocate resources.
  11. 11. Strategic Video Matrix Aligns to key message and brandStrategic Alignment Niche target audience Hyper-local target audience Amateur Production Mixed Production Professional Production Video Quality Expected
  12. 12. Strategic Video Matrix • High-profile activity Vietnam Field Study Aligns to • Limiting factors http://bit.ly/SStQpi key • Less audience intrusion message • Planned shot list and brand • Routine eventStrategic Alignment • Desire personal feel Niche • Non-local locations target • Planned approach audience • Individual story Hyper-local • User produced target • Low involvement audience • Not organization-wide Amateur Production Video Quality Expected
  13. 13. Strategic Video Matrix • On-location and b-roll Empowering Haiti Aligns to • Editorial value is high key • Broad marketing use http://bit.ly/QiXyk5 message and brand • User-produced, scriptedStrategic Alignment • Advanced footage Niche • Marketing for a unit target • Quick turn-around audience • Low budget • Self-produced Hyper-local • Learn production target • Receive footage to use audience • Spread content socially • Personal insights Mixed Production Video Quality Expected
  14. 14. Strategic Video Matrix • On-location and b-roll Conference Recap Aligns to • Editorial value is high key • Broad marketing use http://bit.ly/PInmWU message and brand • User-produced, scriptedStrategic Alignment • Advanced footage Niche • Marketing for a unit target • Quick turn-around audience • Low budget • Self-produced Hyper-local • Learn production target • Receive footage to use audience • Spread content socially • Personal insights Mixed Production Video Quality Expected
  15. 15. Strategic Video Matrix MBA Ropes Course • Many audiences / clients Aligns to • Many angles and parts key http://bit.ly/Qv4isZ • Long production timeline message • Timely, deadline driven and brand • Narrow topic focusStrategic Alignment • One, primary client Niche • Recurring event target • Capture as happens audience • Resources unreliable Hyper-local • “Favorite” the video target • Use as-needed audience Professional Production Video Quality Expected
  16. 16. Strategic Video Matrix • High-profile activity • On-location and b-roll • Many audiences / clients Aligns to • Limiting factors • Editorial value is high • Many angles and parts key • Less audience intrusion • Broad marketing use • Long production timeline message • Planned shot list • Timely, deadline driven and brand • Routine event • User-produced, scripted • Narrow topic focusStrategic Alignment • Desire personal feel • Advanced footage • One, primary client Niche • Non-local locations • Marketing for a unit • Recurring event target • Planned approach • Quick turn-around • Capture as happens audience • Low budget • Individual story • Self-produced • Resources unreliable Hyper-local • User produced • Learn production • “Favorite” the video target • Low involvement • Receive footage to use • Use as-needed audience • Not organization-wide • Spread content socially • Personal insights Amateur Production Mixed Production Professional Production Video Quality Expected

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