Creating cause-led video to show impact and deepen brand understanding | Video for charities | Conference | 25 April 2019
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Matt Haigh, head of creative, The National Trust Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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Creating cause-led video to show impact and deepen brand understanding | Video for charities | Conference | 25 April 2019
- 1. Places that make us CharityComms 2019
- 2. What we’re going to talk about 1. The thinking behind the films
- 3. What we’re going to talk about 1. The thinking behind the films 2. How we went about making the films
- 4. What we’re going to talk about 1. The thinking behind the films 2. How we went about making the films 3. Stuff we’ve learnt along the way
- 5. 1.The thinking behind the films
- 6. Moving our brand forward Chapter 1 Being recognised as a conservation charity with a coherent cause
- 7. Moving our brand forward Chapter 1 Being recognised as a conservation charity with a coherent cause Chapter 2 Consistency of why we look after special places
- 9. Why How What What makes a brand What Products organizations sell or services they offer How This is what makes an organization special or sets them apart from the competition Why This is an organization’s purpose, cause or belief. It’s the very reason they exist. It isn’t about results or making money. © Simon Sinek 2013
- 10. Why How What What makes a brand What Products organizations sell or services they offer How This is what makes an organization special or sets them apart from the competition Why This is an organization’s purpose, cause or belief. It’s the very reason they exist. It isn’t about results or making money. Most brands do this © Simon Sinek 2013
- 12. Why How What What makes a brand What Products organizations sell or services they offer How This is what makes an organization special or sets them apart from the competition Why This is an organization’s purpose, cause or belief. It’s the very reason they exist. It isn’t about results or making money. But struggle with this © Simon Sinek 2013
- 16. We look after special places for ever, for everyone
- 17. We look after special places for ever, for everyone What we do: access
- 18. We look after special places for ever, for everyone How we do it: conservation
- 19. We look after special places for ever, for everyone, because we believe that there are real, tangible, life-enhancing benefits for every individual in doing so. Why we do it: public benefit
- 20. Octavia Hill ‘The need of quiet, the need of air, the need of exercise, the sight of sky and of things growing seem human needs common to all’
- 21. Creating a story arc
- 22. Creating a story arc Establish story Conflict Solution
- 26. More emotion leads to more engagement 31% Emotional content %casestudiesreporting verylargeprofitgain Combined emotional & rational content Rational content 16% 26% IPA advertising effectiveness
- 27. Consistency
- 28. From tactical to long-term Time Salesupliftovertime Sales activation messages: limited long term growth
- 29. From tactical to long-term Time Salesupliftovertime Emotional brand building: long term sales growth
- 30. 2.How we went about making the films
- 31. Getting buy-in • Not having a story board was a big shift
- 32. Getting buy-in • Not having a story board was a big shift • Wrote a hypothetical film treatment
- 33. Getting buy-in • Not having a story board was a big shift • Wrote a hypothetical film treatment • Showed examples of what we were aiming to achieve
- 34. Getting buy-in • Not having a story board was a big shift • Wrote a hypothetical film treatment • Showed examples of what we were aiming to achieve • Showed where we could save money
- 36. Lonely Leap
- 37. Lonely Leap
- 38. How we found the stories
- 39. How we found the stories • Internal email
- 40. How we found the stories • Internal email • Membership newsletter
- 41. How we found the stories • Internal email • Membership newsletter • Membership magazine
- 42. How we found the stories • Internal email • Membership newsletter • Membership magazine • Dedicated researcher – approaching properties directly – targeted asks within network
- 43. How we found the stories • Internal email • Membership newsletter • Membership magazine • Dedicated researcher – approaching properties directly – targeted asks within network
- 44. How we found the stories • Internal email • Membership newsletter • Membership magazine • Dedicated researcher – approaching properties directly – targeted asks within network
- 45. How we found the stories • Internal email • Membership newsletter • Membership magazine • Dedicated researcher – approaching properties directly – targeted asks within network
- 46. How we found the stories • Internal email • Membership newsletter • Membership magazine • Dedicated researcher – approaching properties directly – targeted asks within network
- 49. Engaging Authentic Emotive Choosing the stories
- 51. Engaging Authentic Emotive NT creative Emotive / authentic: if it isn’t engaging then it won’t capture attention Choosing the stories
- 52. Engaging Authentic Emotive NT creative Engaging / authentic: if it lacks emotion it won’t motivate action or create loyalty Emotive / authentic: if it isn’t engaging then it won’t capture attention Choosing the stories
- 53. Engaging Authentic Emotive NT creative Emotive / engaging: if it isn’t authentic then it’s harder to believe and trust Engaging / authentic: if it lacks emotion it won’t motivate action or create loyalty Emotive / authentic: if it isn’t engaging then it won’t capture attention Choosing the stories
- 54. 3.Stuff we’ve learnt along the way
- 55. Consent • Get consent from everybody involved
- 56. Do a recce • It will save time in the further down the line
- 57. Styling • Think about it beforehand (not on the day) • Have a clear brief • Ask for options
- 58. Person vs place • Don’t let the story take focus away from the message
- 59. Have a back up plan • Real people have real lives that don’t work around your marketing schedule
- 60. Allow extra time • People don’t perform on demand
- 61. Don’t loose the brand • It’s about brand building not just about telling a nice story
- 62. Talking heads get boring • Keep reinventing the way shoot the films
- 64. Video for charities 25 April 2019 London #CharityVideos
- 65. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk