This document outlines the agenda for a two-day video marketing boot camp. Day one covers developing a video strategy, storyboarding, equipment, budgeting, production steps, and a studio recording exercise. Day two focuses on video editing in ProShow Producer and Premier, motion graphics, uploading, promoting videos, and YouTube analytics. Exercises include creating a storyboard, inventorying equipment, editing videos, and making a video channel. The goal is to provide attendees the skills to execute an effective video strategy for their business.

1. Neal Rabogliatti
Sr. e-strategy Consultant Catalyst Connection
©2012 Catalyst Connection
VIDEO MARKETING
BOOT CAMP:
EXECUTING A VIDEO STRATEGY
April 21st & 22nd, 2015

2. Agenda Day 1
• Why Video?
• Developing A Video Strategy!
• Exercise: “Creating A Story Board”
• Equipment & Software
• Exercise: “ Building A Budget”
• Lunch
• Production Tasks & Steps
• Exercise: “ Recording in the Studio”
• Technical Download
• End of Day: “One on One Assistance”

3. Agenda Day 2
• Quick Review
• Looking at Your Videos!
• Understanding Post Production
• Exercise: “ Working in Pro Show Producer”
• Lunch
• Exercise: “ Demo of Premier & After Effects”
• Video Channels
• Exercise: “ Creating Your Video Channel”
• Optimizing, Uploading & Promoting Videos
• YouTube Analytics

4. Why Video Marketing
If you feel online video is just another over hyped, passing fad,
think again. In fact, online video is gaining strength as a source
for content marketing. “Forbes Magazine January 2013”
B2B Demand Generation Benchmark Survey for 2013
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5. Why Video Marketing
Susan Weinschenk, Ph.D. — also known as The “Brain Lady.” Is a leading
consultant to brands like Amazon, Disney, Walmart and Southwest.
4 Reasons Videos Work Better Than Websites, Text, Email and Papers
• #1: The Fusiform Facial area makes us pay attention to faces.
• #2: Human voice conveys rich information.
• #3: Emotions are contagious.
• #4: Movement grabs attention .
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6. Why Video Marketing
Online Video Has a 53X Greater Chance of Gaining a Page 1
Ranking Over Web Pages, Facebook, or Twitter.
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7. Why Video Marketing
Examples
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8. Why Video Marketing
Video is a valuable asset in your inbound marketing
content mix. By 2018, 85% of internet traffic is expected
to be video.
33% of viewers move on after watching just 30 seconds.
44% lose interest and leave at the 1-minute mark.
60% bail on your video after 2 minutes.
Your video is judged on its content, production quality,
style, and the information it provides.
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9. Why Video Strategy
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10. Why Video Marketing
You Might Want To Hold To Something!
The Worst Corporate Videos
http://www.youtube.com/watch?v=wbc7Oi0SqLI
http://www.youtube.com/watch?v=_iXuPhO0WSQ
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11. Building A Video Strategy
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5 Questions To Begin
1. Should your business even be on YouTube?
If you can't show your product or service in action, don't put it on YouTube.
2. What are the goals of the videos?
Influence, educate, lead generation, sales, support reps, take action
3. Who Is Our Audience(s)?
What type of video, how long
4. What are the messages and key points?
What message and story are we telling and what is most important?
5. How do we stand out?
What can we do to be unique, where else can this be used?

12. Building A Video Strategy
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5 Ways To Improve Your Video
1. Plan your video!
Create a script, storyboard, shot list, b-roll footage, video theme, music.
2. Do the research!
Audience, target keyword phrase (SEO), view competitors.
3. Do it yourself or hire someone?
Know what to ask, how to budget, reduce costs, expectations.
4. Assets Inventory?
What do we have we do we need to get?
5. Have energy?
Get the right presenter, make then practice, be aware of surroundings?

13. Video Strategy
Don’t Build A Video on The Fly…
Strategy 1st – Development 2nd
Set Goal
Do Research
Storyboard Record & Edit
Upload
Optimize
Promote
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14. Building A Video Strategy
Choose Your Target:
Keywords – Audience – Message – User Actions
Organize Your Research:
Google Keyword Planner Tool – Word Tracker
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15. 7 Types of Videos
1) The About Video
Your about video length should be approximately 90 seconds
to two minutes long. It tell about you about your company or
about your product.
2) Sales Video
Your sales video is going to go through what your product or
service does, what your product or service will do for people
and what your clients or customers should do next. This video
should not go into too much detail about the product or
service. 1-2 Minutes
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16. 7 Types of Videos
3) The Demo Video
The demo video is going to showcase your product or service in
action. This is the time where you can spend a few more minutes
(3-5 minutes) explaining and showing your product or service in
action. Spend the time in this video showcasing your product not
promoting it.
4) The Promo Video
This will most likely be your longest video. Use the promo video to
highlight something about your product or service. Many times
people split this video up into three different acts similar to a 30
minute TV show.
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17. 7 Types of Videos
5) The Tips & Tricks Video
The tips and tricks videos are the most common and are
typically quite short. Tips and tricks video marketing will help
your customers get the most out of using your products and
services.
6) The Case Study Video
During your case study video you can show how customers
have used your products for services. The most common
format this type of video is recorded in often uses the
documentary style. During your video you might use
testimonials and any of the video that you might have gotten
by doing short interviews with people about your product or
service.
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18. 7 Types of Videos
7) The Teaser Video
In the teaser video you can hint at the who and what of a
special offering specific to one of your products or services.
You can even use a teaser video when your product or service
is still in development. The teaser videos are a great lead up to
your promo video
When to Use Which Type of Video Marketing
The answer is in planning. Determine what promotions you’d
like to do each month. To best be able to have the right videos
that you need ready when you need them, map out your video
marketing strategy and work backwards a year out.
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19. Assets
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20. Outsourcing Assets
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21. Storyboard
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1) Heading
2) Scene # & Timing
3) Image/Sketch Scene
4) Narration
5) Captions
6) Additional Shots
“B-Roll Footage”
7) Transition
8) Notes

22. Video Production
Video Resolutions & Formats
HD 1080i 1080p
HD 720i 720p
Standard 480
Its easier to reduce resolution than increase it.
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23. Exercise: Creating A Storyboard
You are to create a 1 minute storyboard using the paper
story board template. You must time out the video to equal
:40. You should have the following scenes.
Company Logo & Intro
What we manufacture
Why we are the best
An Example or Testimonial
Benefit to User
How to Get More Info
Closing
Use Drawings | Timings | Captions
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24. Video Technical Tutorial
All the technical details you need to know about shooting
and editing good video.
Resolution & Aspect Ratios
Frame Rates
Video Formats & Packages
Lighting – Chroma Key Lighting
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25. Video Production
Video Resolutions & Formats
Ultra 4K
HD 1080i 1080p
HD 720i 720p
Standard 480
Its easier to reduce resolution than increase it.
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26. Aspect Ratio & Resolution
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27. Aspect Ratio & Resolution
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28. Aspect Ratio & Resolution
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29. Video Production
1080i
1080p
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30. Video Frame Rates
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Frame rate , also know as frame frequency and frames
per second (FPS) is the rate at which an imaging device
produces unique images.

31. Common Video Formats
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https://www.youtube.com/watch?v=_nPsBwMivCk

32. Video Formats
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https://www.youtube.com/watch?v=WpBjGUlBTHU

33. Equipment
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34. Equipment
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https://vimeo.com/65154676

35. Equipment
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36. Equipment
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37. Capture Media
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38. Capture Media
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39. Microphones
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40. Video Production
Differences in Microphones
This video demonstrates the differences in quality of
several types of video microphones for cameras.
http://www.bhphotovideo.com/indepth/video/hands-
reviews/audio-dslr-part-1-run-gun
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41. Exercise: Inventory & Budget
List out what equipment you currently have. Use the
equipment handout to help establish what equipment you
need and how much it will cost.
Cameras Lighting Tripod
Microphone Background Memory Cards
Cases Slider Batteries
Music Stock Footage Talent
Editing Review Motion Graphics
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42. Video Production
Video Taping Checklist
- Always Have 2 Batteries and 2 Memory Cards
- Change the Batteries the day Before The Shoot
- Erase & Format the Memory Card
- Use Lens Tissue to Clean the Lens
- Have Talent Practice the Script at Least 20 times
- Let the Location Know You’re Coming
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43. Video Production
Video Taping Checklist
- Visit the Location and Plan Set Up Before the Shoot
- Locate Power Sources
- Know The Weather & Where the Sun will Be
- White Balance the Camera
- Record a Test of Video & Audio
- Write Down A List of The Shots You Need
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44. Video Production
Color Temperature
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45. Video Production
3 Point Lighting
- Key – Front - Brightest
- Back – Behind Person
- Fill – Front – Less Than Key
- Lighting is Most Important
- Creates Depth & Shadows
& Eliminates Flat Look
https://www.youtube.com/results?search_query=adorama+dslr+video+skils+lighting
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46. Video Production
4 Point Lighting
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47. Video Production
The Rule of Thirds
http://youtu.be/XeKy2SvYpdU
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48. Video Production
ISO Settings – Video Noise Tips
Set ISO as Low As Possible
Never above 1600 ISO
Set Camera @ 30 FPS
Set Shutter Speed @ 1/60
White Balance in Every New Location
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https://www.youtube.com/watch?v=AFyOU3XpqRQ

49. Exercise: Shooting A Video
Lets all go down to the Studio and set up the lighting, set up
the camera, and record some video.
White Balance
Trying Different cameras
Setting Up Lighting
How To Pan
Setting Up the Microphone
Shooting Some Sample Video
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50. Technical Download & Ending
We will fire wire the video you shot and review
what you shot.
Answer Questions
Group Discussion
After Class Assistance – One on One Consulting
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51. Agenda Day 2
• Quick Review
• Looking at Your Videos!
• Understanding Post Production
• Exercise: “ Working in Pro Show Producer”
• Lunch
• Exercise: “ Demo of Premier & After Effects”
• Video Channels
• Exercise: “ Creating Your Video Channel”
• Optimizing, Uploading & Promoting Videos
• YouTube Analytics

52. Video Editing | Pro Show Producer
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53. Video Editing | Premier
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54. Video Editing
Video Editing = Trimming & Assembling
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55. After Effects – Motion Graphics
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56. After Effects – Motion Graphics
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57. Video Editing
Video Editing
- Layout Narration 1st
- Insert Photos & Video
- Trim Video of Excess Space
- Choose Transitions
- Add Captions
- Add Background Music
- Save to Appropriate Format
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58. Exercise: Editing in Pro-Show
Open up Pro Show Proiducer on you computer, move all of
you assets from the DVD to your desktop . Then drag or
import all the files to your work area.
Assemble Raw Video Files
Add Images
Edit Video Files & Set Photo Duration
Add Transitions
Add Captions & Credits
Add Music
Save File as H.264
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59. Motion Graphics
Motion Graphics – Semi-Ani
- Animation Type Graphics
- High End Look
- AE Templates
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60. Audio
Post Production Audio & Background Music
- Audio adds emotion – Sets the Tone
- Don’t Use Popular Music
- Post Production Audio
- Using Voiceover Talent
- Sound Effects
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61. Exercise: Editing in ProShow
Open up Pro Show on you computer, move all of you assets
from the DVD to your desktop . Then drag or import all the
files to your work area.
Assemble Raw Video Files
Add Images
Edit Video Files & Set Photo Duration
Add Transitions
Add Captions & Credits
Add Music
Save File as HD File
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62. Video Uploading
Video Uploading & Optimizing
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63. Video Uploading
Video Voting
-Like
-Favorite
-Subscribe
-Comment
-Views
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64. Video Uploading
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65. Other Video Sites
Make Sure
The Site Accepts
Commercial
Content and
is Free!
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66. Promoting
Promotion Implementation
1) Embed the video on your web page.
2) Post a link or embed video on Facebook.
3) Use Video as landing page for email marketing
campaign.
4) Burn Video to DVD
Trade Show Displays,
Lobby Presentations, DVD
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67. Analytics
Monitoring Your Video on YouTube.
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68. Review
Choose the style of your video:
Educational – How To – Informational Vs. Hard Sell
Use Graphics & Colors That Support Your Brand:
Logo – Color & Style Themes “Web & Brochures”
Use Transitions Carefully:
Don’t Use Every Transitional Available in 1 Video
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69. Review
Add Music To Set The Mood:
Use Generic Music – Don’t Use Popular Known Music
Think Fluid Motion:
Your video images and transitions should flow
Remember To Use Web Address:
Put up your web address at end of video
Tell A Story:
Beginning ( Overview)
Middle (Benefits Features Advantages Value Proposition)
End (Action Items & How To Contact Us)
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70. Resource Toolset
Helpful Video Resources
Stock Images & Animations & Video :
Stock Music & Sound Effects:
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71. Thank You
Thank you very much for attending!
Neal Rabogliatti
Sr. E-Strategy Consultant
Catalyst Connection
www.catalystconnection.org
May 28, 2015