1) Babson's video marketing is currently underutilized as their videos do not appear in the first page of search results for relevant keywords like "Campus". 2) Creating a sustainable video presence through continuous video content produced by student clubs could help improve Babson's search engine optimization and online engagement. 3) An implementation process is proposed involving training workshops, production templates and tools, and collaborative marketing between student clubs and Babson to syndicate videos across social media platforms.

1. Video Marketing
Effective Video Marketing for Babson College
Amir Samakar
Oct. 2012

2. College Ranking
Academic Peers Assessment
Student Satisfaction
Babson Student Selectivity
Brand Higher
Awareness Job Placement Success College
& Ranking
Engagement Recruiter Assessment
Research Capability
International Experience

3. Video Marketing
• YouTube is the 2nd largest Search Engine
• Pages with video are 53 times more likely
Awareness than text pages to show up in 1st page of
search results.
• Videos have 41% higher click-through rate
than text
Engagement • FB videos are shared 12 times more than text
• Visitors are 75% more likely to watch video
than read text in a web page.

4. 10
20
30
50
60
70
80
40
0
Campus
MBA
Business School
Graduate School
Business College
Google
Student Life
MBA College
Student Club
Entrpreneurship
100
120
0
20
40
60
80
YouTube
0
20
40
60
10
30
50
Business School
MBA
Campus
Bing
Search Keywords Ranking
Graduate School
Business College
Student Life
MBA College

5. Search Engine Results
Google Google YouTube Bing Bing
Video Video
Campus M,BC,U - M,U U BU
MBA H,BC, B,W BU H,W H -
Business School H,B,M S,H S,W,H U,H H
Graduate School - - - U -
Business College N H - - -
MBA College BC,B,N - - - -
student club M,H - - BC,H -
student life WE, M,N - - - -
Babson videos don’t
entrepreneurship M,N,H - S,W show up in 1st-page of
-
search results
H: Harvard, B: Babson, M: MIT, BC: Boston College, W: Wharton , U:UMASS, N:NU,
WE:Wellesley, S:Stanford

6. Conclusion
• Babson website is optimized for “MBA”
SEO and “Business School” Keywords.
• Campus is a higher impact search
Search keyword that Babson can own.
Engine
• Babson videos do not show up in search
Video results.
Marketing

7. Inbound Marketing
Engagement
Syndication
SEO

9. 1st Page of Google Video SEO
Searching for “Campus”
NO VIDEO

10. 1st Page of YouTube Engagement
Searching for “Campus”
Better title: Campus Master Plan- Babson College
http://www.youtube.com/watch?v=cJZdFeTKM9A&feature=plcp

11. 1st Page of Bing Video Syndication
Searching for
“Campus”

12. Creating a Sustainable
Video Presence
Continuous
Engagement
Authentic
Write Event Video Blog
Agenda
Create a
1min. Video
Babson
Clubs Events
Collaborative Content Creation
Through Student Clubs

13. Web Video Production
Syndication
Ideation Capture Edit SEO Distribution &
Promotion
Cellphone
Video Guidelines Facebook
Storyboard App YouTube &
Templates Online
Editors Student Twitter
Channel

14. Implementation Process
Social Media
Marketing
Plan
Collaborative
Assessment Marketing
Plan
Student
Club
Vblogs
Templates
Production
& Tools
Training
Workshops