Squeezing every drop: Making great integrated campaigns out of your videos

Squeezing every dropMaking great integrated campaigns

out of your videos

Mike Leon

[email protected]

1.416.543.5292

When you think of

video, you

probably think of…

This

Or maybe this...

But how about…

A Podcast

A brochure

Poster series

Buttons

Even T-Shirts and folders

Yes, yes and yes!

Truth?

With a little planning,

you can get a complete

integrated campaign

for the price of your

videos.

But first a little

about you and a bit

about me…

Who am I?

• President and Chief Brand Hero of Brand Heroes

• Integrated Marketing Consultancy

• Brand Strategy and Design

• Marketing Communications

• Branded Content

• MBA and BBA Branding Instructor @ WLU

Some shameless self promotion

The skinny on squeezing every drop

• Think of the 1/60 rule• For every one hour of footage you shoot, you’ll keep a minute.

• So think about the other 59

• As your recording the content, think of what else you might be

able to use it for

• Then organize some of the content accordingly – pre-shoot

• Make sure as you’re recording to...

• Write down the best takes so you can use later

• Shoot still images as well as record vlog content.

An Example…

http://bit.ly/gMm0td

•Created a fully animated video that highlighted all of the benefits each Ryerson

alumni has access to as a result of being a graduate .

•Also created a poster campaign as well as branded collateral for several of Ryerson’s

Alumni events.

Now let’s try it out...

Tools of the trade

• Vlog Camera – Flip Video, etc.

• Simple video editing program with Social Media Upload

(i.e Cyberlink Power Director)

• Picture and Design Program (Adobe Photoshop)

The Moral: Think

big, think

integrated.

Another Example.

Laurier – My Laurier MBA

• Testimonial Series capturing the personal experience

provided by a Laurier MBA

• Final runtime was 90 sec per testimonial

• But we had hours of great footage...

• So we created this...

(play Laurier Testimonial)

Another Approach...

Social media tie-ins

• Market like a networker – what’s in it for them, not you.

• Make your content matter and make it big!

• Know who your real friends are

• A Facebook page is worth very little if all your fans are your friends and

employees.

• Say it loud, but don’t you be the one to say it!

• Find your greatest influencers and get them to speak about you.

Bringing it all home...

Thank You!

Mike Leon

(416) 543-5292

[email protected]

www.brandheroes.ca