Video Production Intensive

Technology audit onCampus launch

1:1 iPad

iPad Mac

Video

Social media Video production Website redesign

Goals for the Day

• Why video?

• Industry trends

• Theory

• Hands-on

@hmun

dahl

Goals for the Day

• Why video?

• Industry trends

• Theory

• Hands-on

@hmun

dahl

We have a problem.

@hmun

dahl

21st century skills, globally relevant academics,

strong arts & athletics, amazing community.

@hmun

dahl

“When examining deeply held beliefs, complicated decisions, or emotionally

charged issues we tend to favor information that confirms our existing position.”

Scott Plous 1993

@hmun

dahl

What can we do?

@hmun

dahl

Features{ Program Location

Price Taxes-

Benefits}Specific People What You Believe

What Happens Inside Culture Affects…

Prestige Authority

Trust Naming Impact Legacy Prestige

-

@hmun

dahl

Using Confirmation Bias

• Show up first

• Make your case by showing rather than by telling

• Position yourself as an authority through official, unofficial, internal and external channels

• Create sense of ‘everyone’

@hmun

dahl

Why Video?

• Show up first

• Make your case by showing rather than by telling

• Position yourself as an authority through official, unofficial, internal and external channels

• Create sense of ‘real people like me’

@hmun

dahl

New Question, New Partner

@hmun

dahl

Surface vs. iPad

@hmun

dahl

Goals for the Day

• Why video?

• Industry trends

• Theory

• Hands-on

@hmun

dahl

Goals for the Day

• Why video?

• Industry trends

• Theory

• Hands-on

@hmun

dahl

@hmun

dahl

Video is what affluent people do online

• Americans watched 52.4 billion videos

• YouTube accounts for 18.96% of all internet traffic

• 84% of college graduates watch online video

• 87% of online adults with household incomes greater than $75,000 watch and create video

*ComScore, Hollywood Reporter, Pew Research Center

(last December alone)

(second only to Netflix)

@hmun

dahl

The power of ‘why’ inspires action• People don’t buy what you do, they buy why you do it

• Donors researching non-profits were significantly more likely to make a gift after watching an online video that demonstrated the impact of that gift

• Video converts eyeballs into action at a high rate

• Video voicemail: 8x open rate

*Simon Sinek, Milward Brown, Google, VMO, Wistia

Video has great value

• Video keeps selling

• Production & distribution costs are low

• Viral Videos vs. Viral Essays

• Element of distinction

@hmun

dahl

SSATB Survey• More opportunities to hear from students

• More opportunities to hear from faculty

• More opportunities to hear from current parents

• More updates about school activities

• More videos about school life

@hmun

dahl

Goals for the Day

• Why video?

• Industry trends

• Theory

• Hands-on

@hmun

dahl

Goals for the Day

• Why video?

• Industry trends

• Theory

• Hands-on

@hmun

dahl

Authentic Authentic Best

@hmun

dahl

Authentic

• Shot, edit, publish from phone

• Walk about

• Event highlight

@hmun

dahl

Casting Now...

@hmun

dahl

Authentic Best

• Targeted, on message

• Real people, real stories

• Production value

• Story

@hmun

dahl

Production Value• Depth of field

• A-Roll & B-Roll

• Movement

• Audio

• Music

• (Lens Flares, Light Leaks, Letterbox, Pull Focus)

@hmun

dahl

Budget Pro Video Kit• Canon T3i

• 50mm lens

• Tripod

• Lavalier Mic

• Zoom Audio

• Lights

@hmun

dahl

Hook - Hold - Payoff

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dahl

Storyboard: Your video recipe• Start With Why

• One / Two Person Testimonial

• Thank You For Your Support

• Tutorial

• Event Highlight

@hmun

dahl

@hmun

dahl

One Person TestimonialTime We See We Hear

0:00-0:10 (Hook)

Relevant location (outside) Relevant location (inside, wide)

Relevant materials (close)

Music, then subject talking about why they got involved in activity

0:10-0:20Subject doing activity (medium)

Relevant materials (close) Subject talking to camera (title card)

Subject talking about why they love activity

0:20-0:40 (Hold)

Subject doing activity with others (wide) Subject doing activity (close on interaction)

Subject talking about how teacher / coach / peer has made activity special

0:40-0:55 (Payoff) Subject smiling, successful, surrounded by peers Subject gives specific advice to others

0:55-1:00 (Call to Action)

Relevant materials (close) Text: “Find out More at www.school.org/program” Music, background room sounds

Goals for the Day

• Why video?

• Industry trends

• Theory

• Hands-on

@hmun

dahl

Goals for the Day

• Why video?

• Industry trends

• Theory

• Hands-on

@hmun

dahl