1

PRESENTATION

Video Marketing in the Education IndustryPush your Business to the next Level!

Florian Schäfer, Director ICEF Media

2

1. Introduction

• ICEF Media

• Why Video?

• Video & yourMarketing Plan

• Sample Projects

• Virtual Reality

2. Producing yourVideo

• Pre-Production

• Production

• Post-Production

• Dos and Don‘ts

• What is VR

• Showcase

Content

What We‘ll Talk About

3. ICEF VR

3

6. Mohawk6. Mohawk

Florian – LisbonRocio – Berlin (Post-

Production) Kurt – Malta Rebecca - Barcelona

Ingrid – Toronto Bob –Portland/Vancouver Peter – Saigon Leoni- London Khaled – Toronto

Ilya – Cologne/Berlin

Anthony - London Jamie - London Dave - Philadelp

Team 2018

4

ICEF Media Partners

ICEF Media in the Industry

5

ICEF Media Clients

ICEF Media in the Industry

6

Building stronger Education Brands with Video

15+ Years ofExperience

Accomplished100+

international Projects

IndustryExperts

Access toICEF

Knowledge & Network

ICEF Media

Status Quo

7

• Seeing is believing

• Video creates emotions

• Video makes brands

trustworthy

Introduction

Why Video?

8

• Better Email Click-

Throughs

• Easy and quick

information

• Don’t be left behind

• Better ROI

Introduction

Video & Your Marketing Plan

9

• Ads

• Virals

• Infomercials

• Documentaries

• Point of View

• Clips

• Mockumentaries

• Reports

• Films

• Series

• Reviews

Introduction

Formats

10

Pre-Production

Words of Wisdom

To make a great film you need three things

– the script, the script, and the script.

- Alfred Hitchcock

11

Destination Videos

• Video for Liden & Denz

Sample Projects

12

Agent Videos

• Video for Linguista

Sample Projects

13

Educator Video

• Video for HSE

Sample Projects

Client BriefPre-

productionProduction

Post-production

Distribution

14

“How can you build a house without a blueprint? The answer is: you can’t. In the same

way, a video without a storyboard is like a house without a foundation” - Han Lung

Producing your Video

The Production Process

15

• Authenticity

• Show the unique & personal

side of your business

Pre-Production

Who Are You?

16

• Tailor your story to your

audience

• Know your USPs

• Use your Location

Pre-Production

Who Are You?

17

• Think influencers

• Empower students

• Understand your students‘

needs

Pre-Production

Who Are You?

18

Mohawk

Sample Project

19

Dare to be Creative

Example: Stop Morion Animation

Pre-Production

20

Stop Motion Animation – Making Of

Pre-Production

21

Lets get Shooting: The Team at Work

Production

22

Prep YourPresenters or

Interview Subjects

ShootMultiple Takes

Know WhatB-Roll

FootageYou Need

Don’t AssumeYou Can Fix

Everything in Post-Production

Don‘t wait forthe Lion tocome to theWater Hole

Don‘t ChooseYour Music Carelessly

Production

Dos and – Don‘ts of Shooting

23

The soundtrack makes up a minimum of 40% of how the video is

perceived.

Check royalties

A style appealing

to youraudience

Dig deepinto theaudio

libraries

Consider working

with local bands

Post-Production

The Edit: Music

24

• Online Ad – max 15 sec

• Imagevideo – max 90 sec

• Infomercial – max 180 sec

• High interest video –

a special case

Post-Production

The Edit: Length

25

“ We worked with ICEF Media on our latest video and have had fantastic feedback on the end product. I even had a student tell me recently that the reason they chose LILA* was because the video was really cool, which has got to be the ultimate endorsement! ”

Leanne Linacre Director–Sales, Marketing and Business Development LILA* Liverpool, UK

Industy Testimonial

ICEF Media in the Industry

26

• Encourage building relationships

• Clear message and goal

Post-Production

The Edit: Call to Action

27

• Have a strong Online Presentation

• Youtube

• Social Media

• Engage with your Audience

Post-Production

Getting Your Video Seen

28

Distribution

Distribution Platforms

29

We watch over 1 billion hours

of YouTube videos a dayYouTube has over a billion

users

You can navigate YouTube

in a total of 76 different

languages (covering 95%

of the Internet population

In the US YouTube reaches

more 18-49 year-olds than all

cable networks combined

Distribution

YouTube

30

Distribution

YouTube: DOs

Make sure you can be

found

Thumbnails are more important than the

desctiption

3 Sec / 10 Sec rule

Treat YouTube as

a social network –

build a base of followers

Interact: subscribe / comment

Try to publish with a schedule

31

Distribution

YouTube: Thumbnails

DO:

Close up, Emotional

DONT:

Wide, visuallyuncompelling

32

Distribution

YouTube Ads: DOs

Its annoying

but effective

Target –measure– target

Max 15 sec rule

Has to work

without audio

CTA

33

Approx. 3 billion hours of video watched per month

10 billion daily video-views

2.5 billion comments on Facebook pages

Distribution

Facebook

34

Distribution

Silent playOptimize videos for

mobile

Keep it short and

entertaining

Facebook: DOs

35

Establish a

connection quicklyBuilding an image

Know how people watch Experiment

Distribution

Instagram

#

36

Distribution

Distribution: DON‘Ts

Don‘t Expectyour video to

go viral

9/10 of viral attempts fail

37

Distribution

Do Seeding

Distribution: DOs

38

Attract more

students

with Virtual

Reality!

ICEF Media

now offer VR

products

media.icef.com

Welcome to the Future

Virtual Reality

• “Teleport” the audience to your location

• An immersive & interactive user experience

tailored to your target market and USPs

• Creating strong story based content

Using VR as a Marketing Tool

39

Welcome to the Future

Virtual Reality

• Appeal to future students and younger generation

(High Engagement / High Reach & Social Buzz)

• Help students orientate

• Go Live

• Reducing language barriers

Using VR as a Marketing Tool

40

Welcome to the Future

Make VR work for you

• Content hub

• Low cost distribution

• Stand out with high tech

• Be remembered

Virtual Reality

41

“ They produce great results, time after time, and continually manage to exceed our expectations!”Walter Denz CEO Founder Liden & Denz and VP of EAQUALS

“Working with ICEF Media was a most efficient way to have high quality and professionally made testimonial videos”Léa Senn Global Engagement and International Education Università Cattolica del Sacro Cuore, Milan Italy

“If you need video production expertise tailored to your needs go with ICEF Media” Jean Marc Alberola, President Bridge, Colorado USA

Industy Testimonials

ICEF Media in the Industry

42

Thank you

Florian Schäefer

Director, ICEF Media

fschaefer@icef.com | media.icef.com