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Using video to get to the heart of your mission

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Emma Taylor, Head of Communications at Book Aid International, speaking at Raw London's Creative Storytelling in the Third Sector

Published in: Marketing
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Using video to get to the heart of your mission

  1. 1. Book Aid International
  2. 2. We are the UK’s leading international book donation and library development charity. Our vision is a world where everyone has access to books that will enrich, improve and change their lives. About us
  3. 3. “We need an about us video!”
  4. 4. How do you capture ‘enrichment’?
  5. 5. • Increase brand awareness by creating something beautiful that people would want to watch because they love books • Show (not tell!) how books enrich lives • Increase engagement in target audiences, particularly non-supporters • Inspire action by creating an emotional connection Our goals
  6. 6. • Reduced bounce rates and increased engagement on pages featuring video content • CTR (video to integrate clickable content) • Social media engagement rates • View length and numbers • In-person feedback at events/increased interest Our KPIs
  7. 7. • Embed the video on the website, with website headers and a create a specific landing page • Integrate the video into earned media • Use the video as a touchstone of paid media testing and acquisition testing • Shown at key events and other key face to face engagement opportunities We will…
  8. 8. Thank you for listening!

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