We Work With Everyone

[vc_row][vc_column][vc_column_text]Here at 522, we work with & conceptualize videos for industries across the board. Each comes with different and new challenges, opportunities, and clients (that’s the best part!).[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Financial Services” tab_id=”1599494823810-77ebc199-fc9f”][vc_single_image image=”5440″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084073098-948cf6f7-9271″][vc_column_text]Explaining financial services to your audience can be complicated – and even more difficult to clearly explain the types of solutions you offer to potential clients. We can help!

We know you need an effective way to connect with your viewers and to simply outline your message.

Here are some video types we like to use with our Financial Services clients:

  • Overview videos – using a mix of live action and graphics, we’ve helped financial service organization’s describe their company simply and succinctly. Here’s an animated video we created for FinServ to help them share their services via the SalesForce Appexchange.
  • Testimonial videos – establishing credibility is important to attract both clients & talent. Try testimonials to give viewers a chance to hear from real-life clients that loved working with you.
  • Recruitment videos – you want to attract top-notch talent that knows who you are and wants to work for you because of your company mission, culture and opportunities to grow. Show real employees, real day-to-day, and real initiatives that you want prospective talent to consider when making the decision to apply.

[/vc_column_text][/vc_tta_section][vc_tta_section title=”NonProfit” tab_id=”1599494823836-25f34b58-98b0″][vc_single_image image=”5441″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590083736836-d93a3c48-4d56″][vc_column_text]Nonprofits have some of the most exciting, compelling stories to share with their audiences. Video provides a powerful way to embrace these stories and tell them in a variety of different ways, depending on what channels your audience interact with most and what kinds of content your audience engages with.

  • Short-form documentaries – provide a natural medium for sharing emotional stories that resonate with your audience.
  • Mission-focused videos – offer an opportunity to energize viewers about the work your organization performs.
  • Training videos – provide an excellent way to help your organization get the most impact out of each dollar spent.
  • Safety Videos – efficiently convey important information to a global audience.

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Technology” tab_id=”1599495899400-4c7346fb-d471″][vc_single_image image=”5442″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084108217-c3d76cdc-e8b0″][vc_column_text]Technology is important. It remains one of the fastest-moving industries in the world. Technology-based companies need to focus on how they communicate with their audience to ensure their making real, authentic connections and engaging with their viewers.

Hey! We’re good at that.

Videos provide an effective way to describe new technologies, demonstrate complex systems or share technical ideas. Overview videos allow you to showcase the human side of your company, technology and show viewers how your organization, product or service can benefit them. Be genuine in your approach and clear in your organization’s mission – that’s most important to your audience.

Don’t just limit yourself to live action! Animated videos give viewers important explanatory visuals.

Here’s a video we created for Booze Allen Hamilton – Immersive Experience Capability – those graphics, though!

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Government” tab_id=”1599496349270-dc8241fc-ecbc”][vc_single_image image=”5443″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084010364-f2ae2b5c-21e3″][vc_column_text]As a federal employee, you face all sorts of challenges – from budget requirements to training objectives.

Honestly, we love the challenge of finding new and interesting ways to connect with your audience and communicate your key messages.

Over the years, we’ve produced videos that help government agencies do just that:

  • Training videos – educate internal or external audiences about changes in complex regulation
  • Safety videos – inform employees about the proper procedures and processes within your organization and express your emphasis on staff safety to your prospective clients
  • Software demos – easily explain the latest & greatest programs and services available to your clients, both new & returning.

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Healthcare” tab_id=”1599496526752-1a386a9b-0ea8″][vc_single_image image=”5445″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590084033657-5aa7e36a-05d0″][vc_column_text]Healthcare constantly evolves, as private sector policies are volatile to legislation and market conditions. Staying on top of that information & sharing that with your viewers can be difficult – this is where video can help!

Video offers you a powerful tool for communicating with not only external parties, but also your internal employees. Training videos enable you to effectively engage your employees to update them on policy and procedural changes. Safety videos quickly circulate important information and allow your employees and audience to easily digest what they’re learning using audio and visuals.

A short brand documentary appeals to viewers on an emotional level, showcasing how your work positively impacts lives and how your staff are dedicated to the cause each and every day. And to attract the talent to move your organization forward, create a recruitment video that reveals the most rewarding elements of your organization’s purpose.

Take a look at a brand anthem we created for American Nurses Association.

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Professional services” tab_id=”1599496654668-02046b1f-2c4e”][vc_single_image image=”5444″ img_size=”full” onclick=”custom_link” img_link_target=”_blank” link=”https://www.522productions.com/our-work/#1590083736852-a2347100-24ee”][vc_column_text]Professional Services intersects with most other industries. You need to effectively communicate with a variety of audiences and make sure that each one understands who you are, what your organization provides, and how your work can benefit them. Videos are perfect for that – especially our videos. 🙂

Here are some video types we’ve created for professional services in the past:

  • Corporate overview videos – shine a light on what makes your company unique and what separates you from the competition. They motivate potential clients to hire you and they inspire top-notch talent to apply.
  • Testimonial videos – offer an excellent way to establish trust in your organization before they pick up the phone.
  • Short documentaries – explore an interesting or emotional story behind one of your products or services and can be an extremely effective part of your communications strategy.

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Real Estate” tab_id=”1599496828071-dffe0d29-b130″][vc_single_image image=”5446″ img_size=”full”][vc_column_text]In an already competitive market, it can be hard to differentiate yourself from every other business.

Whether you’re an agent, builder, developer, or architect, we’ve gathered experience over the years vetting video strategies that work in the Real Estate industry. Overview videos offer an excellent way to highlight the benefits of a new community or development – and also offer a unique opportunity to establish a strong first impression. And if you want to establish trust, testimonial videos offer an authentic way to do so with your audience.

Here’s an example of a video we did for Stanley Martin – it’s a fictional testimonial, speaking right to the realtor.

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Top Video Marketing Trends of 2020

[vc_row][vc_column][vc_column_text]We all know that video is becoming an increasingly popular medium for brands to use for authentic marketing. From short culture videos on social media, to about us videos on company websites – we’ve seen brands start to unlock the power of video for their own good. Video marketing is effective and efficient if you do it right. It can be the best way to authentically connect with your audience and carries your message via imagery and audio… the most effective combo.

While it’s awesome to see organizations utilize video and achieve new goals, it also means that they need to be one step in front of their competitors, and closer to their audiences, if they want to be seen – which is why we’ve outlined some trends we’ve seen rise in popularity and success throughout the course of 2020 so far.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Training Videos” tab_id=”1600115791822-2e51cab9-d8f8″][vc_row_inner][vc_column_inner][vc_column_text]As more people are working from home, training videos have risen in popularity and necessity across industries. Training videos can be used to onboard, instruct and inform new and current employees on updated policies, new processes, and organizational plans.

Adding an interactive element to a training video can boost engagement, and helps your audience retain the information. Things like mid-lesson questions, discussion groups, and exercises are some ways to do so.

Check out this training video about unbiasing your biases we partnered with IARPA on.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Personalized Videos” tab_id=”1600115791860-b51244ab-2e12″][vc_row_inner][vc_column_inner][vc_column_text]It’s no secret that our audiences want to feel like they’re being seen, heard, and appreciated. An effective way to engage with potential customers and audience members is to personalize your outreaches.

Think about it – if you can personalize your marketing efforts, you can start building lasting relationships with your audiences by personally connecting with them, and positioning yourself as the one that they call. They know you’re reaching out to them – and that makes them want to choose your brand over other competitors.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Curated Video” tab_id=”1600116057270-5d4bfd73-59b5″][vc_row_inner][vc_column_inner][vc_column_text]Curating video content – especially on social media – to suit each of your audiences can help position your organization as the thought leader, and the go-to-source on industry knowledge among your audience.

If you’re the source that your consumers consider most relevant and most useful, you can start reaching new people, standing out in the crowd, and boosting your brand awareness.

If you’ve seen our Social Media webinar, you’ll know what this means: Even social media videos need to be strategically and specifically tailored, crafted and distributed to your audiences. The constant messaging our audiences face on social media means that companies and organizations have to get creative and smart about curating their video marketing approach on social media – and beyond. [/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”360 Video” tab_id=”1600116168381-b115fec2-2103″][vc_row_inner][vc_column_inner][vc_column_text]As we see an increase in AR/VR, we’ve ultimately seen an increase in the use of 360 video across brands, markets, and industries.

360 video allows the viewer to be part of the scene – they can look around, see the ground, check out what’s going on behind them just as they would if they were in person.

In a crowded space, brands need their videos to stand out and 360 video could be one way to do so. This is the ultimate immersive experience for an audience member looking for something new, refreshing, and most importantly – impactful.

According to a magnifyre study on the difference in engagement between a flat frame video and a 360 video, the Click Thru Rate was substantially higher for 360 video, despite the image and copy being identica. The average percentage viewed was also higher with 360-degree video, and double the viewers watched the video all the way through.

One of our favorite 360 videos is the Discover the 360° world that inspired Filled Cupcake Flavored Oreo Cookies that Oreo created in 2016. Viewers are navigated through a magical world where they discover the new flavor of Oreo. It’s every kid’s (or kid-at-heart) dream! [/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][/vc_tta_accordion][vc_column_text]What are some trends you’ve seen in 2020? Reach out to us on Twitter to discuss![/vc_column_text][/vc_column][/vc_row]

Three Things to Consider When Creating a Social Video

[vc_row][vc_column][vc_column_text]Here’s the thing – 87% of marketers post video content on social media to attract their audiences … which means you need to consider a few things in order to cut through the noise & get your video in front of the right audience successfully.

Creating a social media video doesn’t need to be a long and complicated process – however, there are three specific elements that should be tailored to your audience, your message, and your platform of choice: goals, graphics and audio.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Consider Goals” tab_id=”1599163362029-e788a911-aea3″][vc_row_inner][vc_column_inner width=”1/4″][vc_single_image image=”5427″ img_size=”full”][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]The first and most important step when creating a social media video is to consider your goal for the video and how it supports your organizational initiatives. Are you trying to drive traffic to your website to boost sales? Are you driving awareness of your brand within your target audience? Are you recruiting potential employees? Each goal you set entails different steps to achieve it, and your video goal directly determines your strategy and the integral elements of your video.

Once you’ve considered your goal, consider your audience. Who are you speaking to? Where do they spend their time online? What do they care about?… which brings us to the message.

Your message should directly support your goal. Consider these questions: Does your message support your goal? What do you want your audience to walk away with/do after viewing? Is this message authentic? Now, you want to post a video on Instagram to encourage potential employees to apply by visiting your website. So, your message should be focused on company culture, employee growth, or company benefits. These are the points that speak to the questions your target audience would be thinking while searching for potential employers, and therefore, support your specific recruiting goal.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Consider Graphics” tab_id=”1599163362068-be00ebc3-3321″][vc_row_inner][vc_column_inner width=”1/4″][vc_single_image image=”5428″ img_size=”full”][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]Depending on the type of social video you’re creating – testimonial, culture, about us – you’ll want to consider utilizing graphics in a major way. Most social media users scroll through their feeds too quickly to consider audio. Graphics play an integral part in conveying your message (which is important because it supports your video goal) to your audience without having to depend on their ability to hear it.

Dynamic text is a great way to avoid displaying each & every word spoken on screen. Dynamic text allows you to call out the most important, key words and phrases to not only visually focus your audience, but also to clue in the viewers who prefer no sound as well as viewers who are hard of hearing.

Iconography is important for social videos – especially if you need to explain your message to your viewers. Most people are visual learners – so providing not only audio, but visuals to support your message is an effective way to engage your viewers. It also makes your video easier to share, which gives you potential to capture a new or larger audience.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][vc_tta_section title=”Consider Audio” tab_id=”1599163569758-9e984423-595a”][vc_row_inner][vc_column_inner width=”1/4″][vc_single_image image=”5429″ img_size=”full”][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]As mentioned previously, you must consider where and how your audience will be watching your video. If your audience is most likely to watch while on the train home from work, make sure they’ll be able to comfortably and successfully watch without having to dig into their pocket for headphones.

Consider burned-in captions or captions that your audience is able to turn on and off. This way, your audience can read what the voiceover is saying. This does take away their focus from the visuals on screen, but still gives them a chance to engage with your video.

Social videos don’t always need a voiceover who reads from a script – if your message is simple enough to convey through visuals only, consider scrapping the voiceover and adding in some music to support your message. For example, you’re considering removing the voiceover from your recruiting video to simplify your message. You’re focusing on company benefits & you’ve thrown in an employee testimonial. You might consider utilizing text on screen paired with iconography & company culture photography. You’re also considering adding some spunky music to add to the tone. This way, your viewer can focus on the visuals and hopefully, feel moved enough by your video to apply.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_tta_section][/vc_tta_accordion][vc_column_text]When we create social media videos here at 522, we think about these three considerations before concepting to ensure the video is strategic and has an important purpose. Check out some of our work creating social videos here![/vc_column_text][/vc_column][/vc_row]

Don’t Drop The Ball After Your Event

[vc_row][vc_column][vc_column_text]After a successful virtual event, Iona Senior Services wanted to maintain those special relationships that are more easily built during in-person events. 522 collaborated on a post-event thank you video that expressed the people inside the organization and their passion for the mission and the community.

Great!

You promoted your event and drove registration – check!
You increased engagement in your community through the event – check!
You worked your butt off, measured your outcomes, celebrated your success, captured your lessons learned, and now you… wait until next year?

Ummmmm…. No.

Your organization’s hard work has built momentum with an interested and even further engaged audience. CAPITALIZE! Post-event promotions help you increase your efficiency for future events and keep the conversation going through your online content.

Now that your top of mind for your attendees, let them know you appreciate them, double down on that initial promise you made to get them to attend, and encourage ongoing interaction.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Let your audience know how grateful you are for their engagement.” tab_id=”1596748264537-555d1963-3a47″][vc_column_text]With anything online, you still can miss that human-to-human interaction. With the right video, you can at least convey the emotional part of that interaction. Show your appreciation for attendees, show the excitement the speakers or participants shared on a topic, or just play some of the funny moments that everyone can laugh at as new inside jokes for your community event.

A few different video approaches that can help you get there include:

  • Testimonials
  • Highlight reels
  • Thank you videos

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Double down on the benefits promise you made to encourage attendance” tab_id=”1596748264558-6fc09ccf-e35c”][vc_column_text]Go back to your pre-event promotional messaging. Delivering on the promises made to initially capture your audiences’ interest is key to ever getting their attention again. Of course your event was stellar and it provided all the great information that your audience wanted from it! Let’s just make that clear and easy to remember. It’s like branding – the more you hear it and see it, the more you will remember and keep it in mind.

Think about the benefits you promised.

Was it to network and engage with industry leaders around a certain topic? Share some of the event highlights, Q&A action, or thank your speakers and sponsors with the highlights.

Was it to train an audience on your platform or services? Remind them of the key success factors through a tutorial-type clip.

Was it to gather donations and build awareness for your mission? A success video can make your participants feel good about their support and possibly even share and advocate.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Encourage ongoing interaction within the community” tab_id=”1596748350187-f03d8c91-5aea”][vc_column_text]So no one is walking out of your online event with a bag of pamphlets, stress balls, selfie-sticks, pens, and water bottles. And you probably already have that post-event email scheduled (if it’s not already out) with all the attachments and follow-up material. Don’t both of those things feel kind of the same? A lot of information that you might go back to at one point, but then get too busy with what’s next to dig through the goodies again?

Remember how you initially captured the attention of your audience to get them to participate in the event? They’re still there! Through the event, you have created so much content that can be enhanced, animated, and bite-sized. Keep the conversation going and build on that.

A few different video approaches that can help you achieve this include:

  • Online Resource promo videos (landing pages, downloadable material, contact information, etc)
  • Social Series clips
  • Case Studies and Testimonials

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Driving Registration for Your Event (3-Step Plan)

[vc_row][vc_column][vc_column_text]522 collaborated with Iona Senior Services to prepare their annual giving luncheon that would have been in person if not for the pandemic. It was a new journey for both IONA Senior Services and their potential supporters. By providing an emotional appeal with examples of real-life experiences provided through services, we created an invitation to join and help.

Driving registration for your organization’s event might be considered the most daunting task when it comes to event planning. Your organization might have a great message but if nobody is there to receive it, what’s the point?

As a Video Production Agency, our primary goal is to create content that stands out amid all of the content in the world and resonates with your audience in a way that drives action. Simply put, when it comes to driving registration through video, we’ve got your back.

SO – what messages should you share with your audience to drive registration? Here’s our 3-step plan that we handle with our clients to help you make it happen.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_tta_accordion][vc_tta_section title=”Step 1: Leverage your existing channels to engage with your audience. ” tab_id=”1596747249859-06b2bf8a-c821″][vc_column_text]Where and how does your audience currently engage with your organization? Do you engage through newsletters, social media, webpages, table hosts, podcasts, sponsors, regional events? When it comes to driving registration (or even general marketing) it’s important to remember that every channel that you leverage has a purpose, a message, and specific audience. Knowing this information helps you take and distribute content in the right way, through the relevant communication channels, and with the most effective calls to action.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Step 2: Curate messages so that they resonate and incentivize your target audience to attend. ” tab_id=”1596747249893-75a46c79-532a”][vc_column_text]Now that you understand your distribution channels, goals, and target audiences, it’s important to craft messages that resonate. Remember, every person is struggling for time and your organization is always competing with other events, priorities, and messages. Define what success for your audience is and make sure they understand the benefits for attending your event.

Highlight Your Content
Plan in advance how you intend to promote your content across the different channels for the relevant audience segments.

Before Your Event Promotions: To drive registration through video
Sometimes the social events and location help to drive the registration for in-person events. When moving to a virtual event, you will need to be more clear about the event approach so that it’s not overwhelming or confusing for the audience. Get them comfortable with your new event approach.

Promoting the valuable content will become the key to success. How will your attendee benefit from participating? Pre-event teasers to highlight the content and pitch the incentives can help you communicate the right information to make an impact on registration. Examples video styles for this can include

  • Event promos
  • CEO message
  • Social teasers
  • Animated explainers
  • Landing page promos

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Step 3: Create Active Momentum Ahead of the Event” tab_id=”1596747375441-7e7d7581-ac1a”][vc_column_text]Now that you’ve captured your audiences’ attention across your different communication channels, get them to participate in relevant ways. When you already have an active community base, taking one more step to register and then actually attend becomes less of a hurdle for the participant and more predictable for your organization. Here are just a few ways you can think about facilitating some engagement ahead of the actual event:

  • Polls that may help capture baseline understanding and interest in featured session topics
  • Surveys about what factors within a topic your audience would like to dive deeper into within a session
  • Facilitated live Q&A sessions with a content provider, speaker, or sponsor

These options can be leveraged across any platform. All social platforms are built for engagement through chats, forums, and even live video. Not only can this help increase interest in the topic itself, it can gain excitement from the speakers and spark the initial action on the audiences’ part that will result in momentum on engaging with your brand within the context of your upcoming event.

Ultimately, there’s a lot to consider across all phases of an event. Make sure you’re getting the support and guidance you need from your partners.

Want to chat? Let’s do it![/vc_column_text][/vc_tta_section][/vc_tta_accordion][/vc_column][/vc_row]

New Event Landscape

[vc_row el_id=”next”][vc_column][vc_column_text]The Water Environment Federation converted the largest conference for water professionals in North America, WEFTEC, to a virtual format, WEFTEC Connect. 522 collaborated with WEF to create an event teaser with one goal – drive registration among their audience. We used an approach that included imagery, music, scripting, and animation, to help remind the viewer of energy within rushing water itself.

Over the course of the year, organizations have adapted to a seemingly never-ending set of new challenges. In an effort to adapt and move their businesses forward, we’ve seen a tremendous shift in the reliance of virtual marketing, resources, and events.

For many organizations, events have served an integral role in achieving their annual strategic initiatives. Whether these events help to raise funds, build relationships, cultivate opportunities, recruit students, or share significant highlights for your communities, it’s important to consider the new event landscape and possibilities as you adapt and create new strategies to push forward through new challenges.

Below, we’ve outlined the top 5 factors to consider as your organization plans for their next event:[/vc_column_text][vc_tta_accordion][vc_tta_section title=”The Virtual Possibilities” tab_id=”1596745328754-46369906-ca10″][vc_column_text]With the increased reliance on virtual events and hybrid events (includes both virtual and live components), it’s important to understand that virtual elements (in some capacity) are here to stay. Here’s why:

  • 80% of people attend virtual events for educational purposes
  • 78% of planners are taking their events virtual
  • 1000% increase on virtual events since mid-March

The inclusion of virtual elements for events world-wide has become an immediate opportunity to engage with a larger audience (described below) and has allowed for organizations to focus on the content of the event. With in-person events, promotions often centered on the location or social components. Now, not only should you focus on the content itself but also the incentives for your audience to attend. How will they benefit from attending your event?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Facilitating Engagements” tab_id=”1596745328784-a61b7083-eb36″][vc_column_text]One of the greatest benefits to a virtual event or a hybrid event is the new ability to engage with a wider audience. With in-person only events, the registration will be dependent on schedules, travel, time-off, and other challenges that could prevent someone from attending. With virtual components of the events, such as resource libraries or online sessions, folks have more of an opportunity to work around those challenges and not only attend your event but engage through the whole process. For example, when you’re promoting your event, you should consider those that might not have been able to attend but now can be a newly engaged member of your target audience. Additionally, virtual components allow for your audience to remain engaged post-event. With videos, testimonials, resources, libraries, and more, you can keep your audience focused on your content and engaged with your brand.

Don’t forget, many people who attend in-person events are there to network with you and others in your industry. So it’s important to keep that element in mind and help facilitate those types of engagements as well![/vc_column_text][/vc_tta_section][vc_tta_section title=”Highlighting Sponsors” tab_id=”1596745421311-f9a3a5a6-8e6f”][vc_column_text]Perhaps the most daunting component of any event is recruiting and managing sponsors. Sponsors can be a truly beneficial element because they help with two very important goals. Raising funds and networking.

Ideas for how to highlight sponsors in a lucrative way through your event

  • Gamification
  • Web Page Promotion
  • Video Teasers for Session Intro/Outros
  • Video Testimonials
  • Sponsored Social After-Events
  • Logo Promotions
  • Sponsor Newsletter and Engagement Ops

[/vc_column_text][/vc_tta_section][vc_tta_section title=”Defining Success” tab_id=”1596745490844-a878f614-3cdd”][vc_column_text]While 45% of marketers use virtual events to drive pipeline, other goals can include:

  • Build brand awareness
  • Generate leads
  • Create and accelerate sales pipeline
  • Drive revenue
  • Retain customers

Before your event, it’s critical to understand the purpose of the event and what metrics you will be using to gauge success. Because success looks different for every event, here are some metrics to consider.

  • Engage and educate prospects
  • Opportunities Created
  • Attendee Satisfaction
  • Deals Closed/Funds Raised
  • Number of Attendees
  • Stay on Budget
  • Social Media Exposure
  • Engagement Metrics

What are we trying to do with this event?
What messaging or themes should we consider?
How will this event benefit the company 3-6 months from now?
How much budget and internal resources are required to execute on this event?
Who needs to be involved in the planning/promotion process?
What agenda would appeal most to our audience?
What kind of speakers/presenters do we need? Should we consider customers?
Will this be a customer event? Prospect only? Or mix?[/vc_column_text][/vc_tta_section][vc_tta_section title=”Maximizing ROI” tab_id=”1596745600442-10f460cc-96e9″][vc_column_text]

  • Event Registration Process
  • Appointment Scheduling
  • Video Technology
  • Pre-Recorded Events v. Live
  • Technology and Integrations
  • Event Website
  • Resources
  • Testimonials
  • Recorded Sessions
  • Desired Outcomes
  • Event Partners (ex: Video Production)

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VIDEO: All About 522 Productions

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At 522 Productions, we make videos that humanize organizations. We’re coffee-drinking, problem-solving, creative people that are passionate about telling GREAT stories.

It’s us. It’s who we are. And we want to help organizations like yours tell your unique stories through compelling video that will separate you from the pack.

Watch the video to learn more about 522!

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Here’s Why Video Is The Most Powerful Medium To Share Your Brand’s Story

[vc_row][vc_column][vc_column_text]There are so many advantages to using video for brand storytelling over other marketing mediums. It comes down to a few essential factors.[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Multisensory Storytelling” tab_id=”1599500640448-4c4c7ded-c5ed”][vc_column_text]A stagnant picture with text on screen that your audience has to read doesn’t sound like a very effective (or fun) way to engage with your audience and tell your brand’s story. Video, on the other hand, is a more impactful way to tell that story. Here’s why.

It’s an immersive experience – maybe not 360 degrees immersive – but the combination of sound and visuals immediately captures the attention of your viewers when they’re able to enjoy the experience you’ve provided. Video is the closest replication of your viewers being in the room with you – that’s cool.

To tell your brand’s story, you can control a few different components to construct an engaging viewing experience: music, sound effects, graphics, and if you’re using a speaker, you can control scripting, wardrobe, and setting. You have the ability to customize your concept to ensure it’s not only suitable for your audience, but also allows your story to be told in the most impactful way.

These days, most audiences are consuming video content on a daily basis – if not hourly. Via shared video content on social media, video-hosting platforms, and other company websites. Audiences want the audio and visual stimulation, and as stated before, an immersive experience.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Video Styles” tab_id=”1599500640473-7983d221-dfd8″][vc_column_text]There’s a video style for every brand. The trick is deciding what works for your particular brand’s story. What you choose depends on what your brand is trying to achieve.

It’s not a cut-and-paste process for everyone – it depends on what your desired outcome is. What will make this video successful – is it reach? Engagement? Donations? What are you trying to inspire your audience to do after watching? Are you trying to inform them? Are you trying to demonstrate something, or are you trying to inspire them to attend your virtual event?

Start by asking yourself some questions about your video’s purpose, and then think about style. Let’s say you’re making a video to train analysts about cognitive biases. Sounds like a complicated video with a ton of information, right? Where do you even begin?

Start by answering these questions:

  • Who are we trying to inform?
  • What do they care about?
  • Why do we need them to watch this video?
  • How/Where will they be consuming the content?
  • What do they already know about the subject?
  • What action are we trying to inspire them to take?
  • How do we want them to react emotionally?
  • What tone works best for presenting the information?

Questions like these begin to reveal style choices that lend themselves naturally to the way the story should be crafted. The process often ends up being more intuitive than you might expect. For example, in a case like cognitive bias, you wouldn’t likely suggest an emotional documentary because that’s not how your targeted audience will best receive the information, and the style just doesn’t match your topic. It’s not emotional and definitely too long-form for what you’re trying to achieve. You’d go with an approach that’s conducive to education, with graphics to supplement to make it a little easier to grasp the complex ideas you’re sharing.

You need to start with an understanding of what it is that you’re ultimately trying to inspire your audience to do and the overall goal of the video.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Engagement” tab_id=”1599500815472-53f207ad-a166″][vc_column_text]When it comes to engagement, a great way to inspire participation is to be open and give viewers a really easy way to interact with your brand.

Share your videos on social media where viewers can comment, like, and share your video with their follower base. The most important part is that your brand engages with your audience, too. It’s a two-way street!

Show your audience that your brand is accessible and that you acknowledge their support. It creates a sense of exclusivity for those that engage with you and shines a more human light on your organization.[/vc_column_text][/vc_tta_section][vc_tta_section title=”Authenticity is KEY” tab_id=”1599500850066-85f56064-ce07″][vc_column_text]We’ll keep shouting this from the rooftops – AUTHENTICITY IS KEY! When a video is over-polished, it seems unrealistic and doesn’t give your audience a true chance to connect with you. You want to show your viewers who you really are – the ping pong table in the kitchen, the midday employee coffee walks – give them an inside-look. It’s so much easier for your audience to connect when what you’re sharing is relatable. Not many people can relate to a slow-motion-pan of an executive smiling against a beautifully-lit city skyline on top of a skyscraper roof deck that you don’t work in.

Transparency allows people to see themselves there – engaging with your product, service or working as an employee.[/vc_column_text][/vc_tta_section][/vc_tta_accordion][vc_single_image image=”5455″ img_size=”full”][vc_column_text]Check out our work with Allegis Global Solutions to create an authentic, brand overview video that allows viewers to hear from employees across the board, it also gives viewers real insight into the origin story using pictures and other elements pulled from the AGS archives.[/vc_column_text][/vc_column][/vc_row]

Authentically Connecting with Viewers

[vc_row][vc_column][vc_column_text]Businesses are placing more emphasis on the importance of expressing their mission and company values to their audiences.

A clearly articulated company culture leads to a more driven and satisfied team – which leads to a better work environment… which leads to a better company! Now more than ever, organizations need to authentically express their mission, culture, and values to their audiences.

Businesses want to attract the best talent to suit their professional needs – and once that talent steps through the door, they want to keep them. Video offers the ideal platform to authentically connect with talent and clearly articulate the company mission, vision and values through not only audio, but by utilizing the power of visuals in tandem. So, what does it take to make a solid, attractive company culture video to do that?[/vc_column_text][vc_tta_accordion][vc_tta_section title=”Capture Your Team” tab_id=”1599499021157-e1e7ce7d-5f3a”][vc_single_image image=”5448″ img_size=”full”][vc_column_text]Let your audience hear from the people who work there. For any recruiting video, it’s good to share not only executive and leadership perspectives, but best to also include your entry-level staff. Giving viewers a chance to hear from higher up displays their potential opportunities to grow, and hearing from entry-level folks gives them a more relatable insight.

Find out what drives your team and keeps them coming back day after day. Show them collaborating with colleagues, bonding with clients, or performing their daily tasks. You might even want to highlight personal hobbies that relate to your company’s culture.

Whatever you do, try not to put words in their mouths. Ask them genuine questions that allude the company values, mission & culture – let them say it in their own words. Have them describe the challenges they face and why they stick around to find solutions. An open and honest dialogue like this will go a long way towards attracting like-minded applicants.[/vc_column_text][vc_video link=”https://www.youtube.com/watch?v=Uw1qdEevLRc”][vc_column_text]Capture their stories, their perspectives, and give them the opportunity to share real-life examples that give viewers even deeper insight into every-day company life. One of the best examples is a Clark Construction Safety video we shot in 2018. Clark Construction wanted to genuinely connect with their viewers and share how important safety is to their company. So – we used employees in various job functions to share their perspectives on how safety is incorporated into their daily work lives & displayed in the company values. Viewers hear from executive level management and site managers – the best combination.[/vc_column_text][vc_single_image image=”5450″ img_size=”full”][/vc_tta_section][vc_tta_section title=”Unify Your Brand’s Voice” tab_id=”1599499021188-6da72281-ce1f”][vc_column_text]Having a universal brand voice ensures your message is cohesive and your company can be recognizable to your audience. If your visuals are here, and your messages are there, it’s going to be hard for your audience to not only grasp what you’re trying to say, but also remember you. Streamlining your voice promotes brand awareness & helps viewers understand your message.[/vc_column_text][vc_video link=”https://www.youtube.com/watch?v=fXFOJnSX8BY”][vc_column_text]For example, Savan Group, an IT Consulting firm in VA, captured their company culture in this Brand Anthem by including visuals like company work spaces, real-life employees, and even snacks! Think about utilizing graphics to spice things up – just like Sava Group. Graphics also provide an excellent way to describe complex processes, diversify the visuals and point out important points to your audience.[/vc_column_text][vc_video link=”https://www.youtube.com/watch?v=kj4hd59W3GQ”][vc_column_text]The Mercatus Center utilized animation to clearly and effectively explain how a complex healthcare policy works in this Scope of Practice Laws video in a visually appealing way – this is one of our favorites![/vc_column_text][vc_single_image image=”5451″ img_size=”full”][/vc_tta_section][/vc_tta_accordion][vc_column_text]

At the End of the Day, Be Authentic.

Authenticity in any video marketing strategy allows your organization to genuinely appeal to your audiences and attract clients & talent that know who you are – and want to be a part of that. Employee stories and streamlined messaging are effective strategies to do so.

Reach out to us if you’re looking to authentically connect.[/vc_column_text][/vc_column][/vc_row][vc_row el_class=”aboutauthor”][vc_column width=”1/4″][vc_single_image image=”371″][/vc_column][vc_column width=”3/4″][vc_column_text]

About the Author

Chad Vossen, Chief Creative Officer and Co-Founder

Chad Vossen is the Chief Creative Officer and Co-Founder at 522. Chad’s combination of documentary filmmaking and marketing skills allows him to have a unique approach when connecting a client with what matters to their audience. Outside of work, Chad loves reading, writing, and finding cool new videos, in addition to spending time with his two daughters and his wife, Alisa.

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Using Company Culture and Vision Videos to Attract the Best Talent

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Over the past few years, businesses have placed more and more emphasis on the importance of their mission and expressing their company values. Perspectives such as those expressed by Simon Sinek are gaining more traction in the workplace. And that’s a damn good thing. Clearly articulated missions and expressed company cultures lead to a more driven and satisfied team. However, this emphasis also creates a tremendous need for organizations to clearly articulate their mission, culture, and values not just to prospective clients, but to their prospective talent as well.

In order for any business to be successful, they need to attract the best and brightest talent. And once that talent is in the door, they need to keep that talent driven and motivated to work there. Video offers the ideal platform to connect with that talent in a genuine and authentic manner. It enables companies to clearly articulate their vision. But what makes the most effective culture video?

It’s not easy to talk about how wonderful you are without sounding pompous. Describing a company’s virtues can quickly start sounding fake, fall flat and just feel downright cheesy. But because authenticity is so essential in connecting with an audience, we thought we’d explore a few approaches that can help your organization connect with viewers on a more relatable level.

Capture Your Team’s Stories

One of the strongest ways for viewers to connect with your company is to hear directly from the people who work there. While it’s certainly good to hear what leadership of an organization thinks, it can be even more effective to talk with folks who are on the front lines. Capture their stories and their perspectives about what matters most to the organization. For example, we had a ton of success capturing how essential Safety is to the culture at Clark Construction. Find out what drives your team and keeps them coming back day after day. Show them collaborating with colleagues, bonding with clients, or performing their daily tasks. You might even want to highlight their hobbies that personify what motivates them to stay driven and relate to your company’s culture. That opens up a ton of visual possibilities. But whatever you do, try not to put words in their mouths. Ask them genuine questions that drive at what you want the video to express, and let them say it in their own words. Have them describe the challenges they face and discuss what motivates them to solve your clients’ problems. An open and honest dialogue like this will go a long way towards attracting like-minded applicants.

Unify Your Brand’s Voice

But sometimes it’s a little difficult to round everyone up, or you might just be reticent to feature employees on camera. This is the perfect time to write a script and layer on moving visuals. But keep things simple. Pick one main message that you’re trying to get across. Think about a visual theme matches your message, and show – don’t tell. This means that you shouldn’t have the script try to say everything – let some of the visuals do the heavy lifting. But be authentic. For example, consulting companies may not consider themselves the right fit for video, but the Savan Group had a little fun with it and playfully captured their company culture and still kept things professional. Don’t only have executives appear on camera saying something vague like “We volunteer with a local food drive…”. Be bold. Have someone who does the actual volunteering describe why volunteering’s important to the company, and show visuals of them at the event. And if you simply don’t have the visuals, or what you do is simply too hard to capture visually, like in the technology or healthcare sector, think about using animation or motion graphics. Animation provides an excellent way to describe complex processes. This video created for the Mercatus Center explains how this complex healthcare policy, the scope of practice law, works.

Be Authentic

And make sure this sentiment feels genuine. Don’t force things in there that are stretched. That means if your company only did one company outing to give back last year, it’s probably not best to push community involvement as a core value of your organization. And be selective about what you focus on. If you’re trying to capture your company’s culture, pick just the most important areas to focus on. A great place to start is your company’s core values. Spend a brief amount of time focusing on each of those, and explain why they are so important to your organization. And keep it simple. If you try to say everything, you won’t say anything. Guernsey focused on the theme of accountability for their company’s mission video. If you try to force a ton of different thoughts into the video it will quickly lose focus and you won’t connect with your audience. Less is more. Whatever direction you take, keep the script tight – to about 200 words, or 90 seconds.

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About the Author

Chad Vossen, Chief Creative Officer and Co-Founder

Chad Vossen is the Chief Creative Officer and Co-Founder at 522. Chad’s combination of documentary filmmaking and marketing skills allows him to have a unique approach when connecting a client with what matters to their audience. Outside of work, Chad loves reading, writing, and finding cool new videos, in addition to spending time with his two daughters and his wife, Alisa.

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Building a Foundation of Trust though Video

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Despite the meteoric rise of data and statistics, more often than not, in business trust is still king. If your potential client or buyer doesn’t trust that you’re the right fit, you’re not going to be providing them with your product or service. We’ll explore a few of the primary reasons video is critical in building a foundation of trust for your brand.

Trust is built by establishing an emotional connection with someone. It’s built through effective communication and delivering on your promises. That’s why it’s essential that you begin establishing the foundation of trust as early as possible. Video provides one of the most effective ways that you can begin establishing a trust with your buyers.

First off, a well-crafted video offers the ability to explain your brand’s mission or clearly articulate your company’s values in a way few other marketing initiatives can. This is critical because during the decision-making process Buyers establish a report with a variety of companies that provide the product or service they need. Often times they ultimately wind up selecting the company that just feels… right. Factors like cost and time become less of a sticking point if your buyers trust that you provide them with the best option.

One of the most basic components to building trust occurs when Buyers form a connection with a brand that aligns with their personal beliefs. A video that passionately sets forth your company’s values in a meaningful way enables you to connect with those individuals. State your company’s mission. Talk about why you were founded. Discuss what drives your Leadership team and your employees. A Mission or Values video enables you to connect with them on these basic levels.

A second critical element in forming the foundation of trust occurs when you show your buyers that you’re experts. But don’t shove it down their throats. Words don’t mean anything if you don’t have the capability to back it up. And be careful. Don’t brag about what you do – many find that off-putting. Simply let Buyers know that you understand their needs. That you get their marketplace and their situation. Let them see first hand that you’re in touch with their pain points – that you understand their biggest problems. Then, describe what drives your team to solve those problems.

A Mission or Vision video empowers you to do just that. They enable you to show what motivates your team. You can capture the excitement on their faces as they solve your clients’ biggest issues. This will get potential Buyers nodding their heads before they even reach out to you and make them feel that much more compelled to reach out to you.

Lastly, if no one is going to work with you if they don’t like you. An About Us or Company Culture video allows you to show off your team and what makes them unique. Are you fun and energetic? An upbeat, playful culture video can convey these characteristics – and still convey a sense of professionalism. If you take pride in the work that you do, showcase the dedication and commitment of your team with a passionate Mission Video. Whatever your company’s identity, show off the side of your company that gets your Buyers thinking, “I want to work with them!”

No matter what you call it – an Overview Video, Mission Video, About Us Video, etc. – video is the ideal medium to express why people should connect with your brand.

 

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About the Author

Chad Vossen, Chief Creative Officer and Co-Founder

Chad Vossen is the Chief Creative Officer and Co-Founder at 522. Chad’s combination of documentary filmmaking and marketing skills allows him to have a unique approach when connecting a client with what matters to their audience. Outside of work, Chad loves reading, writing, and finding cool new videos, in addition to spending time with his two daughters and his wife, Alisa.

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