How to use

TO MARKET your schoolMark Smith

MARKETING MANAGER PENK VALLEY FEDERATION

Agile Video

CUT TO THE

chase

Why video?» The camera doesn’t lie

» People like people

» Video shows the whites of your eyes

» It opens closed doors

» And that’s why people believe it

» Plus... Video is in everyone’s pocket

and everyone is watching it

Who is watching?100

million hours of video watched every

day

1.3 billion

people use Facebook every

single day – over two thirds of their users

Who is watching?A thirdof people using

the internet watch YouTube

daily

½ billion

hours of videos each day watched

on mobile devices

Tell your story» Every video also tells a story. But...

» What is the story?

» Why do people care?

» How do you want them to feel?

» What do you want them to do?

» How are you going to get them to watch?

...broadcast it» Broadcasting of content is crucial for marketing.

» The three key principals of the BBC as defined

by Lord Reith:

INFORM EDUCATE ENTERTAIN

Agile Video - my definition» Video that tells the story of today.

» Video that takes as little resource as possible to create.

» Video that happens as second nature.

» Video that will excite your audience while they are ‘in the zone’.

» Video that capitalises on a zeitgeist from beyond your gates.

» Video that reassures at a time of concern.

Professionalism and agility» How do I make my videos look good, but agile?

» What stuff do I need? What do I have already?

» What skills do I need? Where am I at now?

» What can’t I do for myself? Who can help me?

Agile video creation» Situation - you want to create great video because people love them

» Objective - you want to become your own video production team

» Strategy - you are going equip yourself with the kit, the skills and the time to make it happen

» Tactics - you are going to embed a storytelling culture in the school so that your videos feel

like second nature whilst building a powerful video brand

» Actions - you are going to create and publish video when and where the stories occur and

document your school’s journey in real-time leveraging the best channels for broadcast

» Controls - you are going to use the powerful metrics of social media sites to see your video

reach grow and your school flourish

A BAG OF

tricks

Your essential kit

CANON EOS 100D CAMERA£240

YONGNUO 50mm PRIME LENS£40

A new perspective

CANON 10-18mm wide angle lens£200

CANON 75-300mm zoom lens£125

Project your voice

TAsCAM AUDIO RECORDER£85

RODE VIDEOMIC GO£56

Smoothly does it

HANDHELD CAMERA STABILISERFROM £40

SHOULDER MOUNTED RIGFROM £70

TRIPODFROM £15

Lights and other bits

2x SOFTBOX LIGHTSFROM £40

MEMORY CARDS, BATTERIES, BAG ETC.FROM JUT A FEW £

Recommended software

ADOBE PREMIERE PROPROFESSIONAL LEVEL EDITING SUITE £16 PER MONTH FOR EDUCATION USERS

ADOBE AFTER EFFECTSADOBE PRELUDEADOBE AUDITIONADOBE SPEEDGRADEADOBE MEDIA ENCODER

ADOBE PHOTOSHOPADOBE ILLUSTRATORADOBE INDESIGNADOBE MUSEADOBE LIGHTROOM

iMOVIEENTRY LEVEL EDITING£0 ON APPLE DEVICES

A CASE IN

point

The year eleven prom» Wednesday 21 June 2017

» Always a popular occasion

» Held at a local country house hotel

» The students arrive by a variety of interesting modes of transport

» Parents and families come along to watch the arrival

» We had 165 students in Y11. About ¾ of them attended the prom.

Putting it all together» I arrived at the venue at 6pm with one camera, one lens and a tripod.

» I filmed a selection of the students arriving, some of the vehicles and a few cutaway shots of the crowd.

» I filmed all of it at 50fps so I could use the footage in real slow motion.

» By 7pm the students had gone in and I went home to edit the video.

» I grabbed the best shots where the framing was good, the shot was reasonably steady and the subject was

in focus.

» I strung together what I had selected, added a simple title and a logo at the end.

» I added some free to use music from bensound.com

» I uploaded it to Facebook. This took ages on my home wifi, but even then the video was live for 10.30pm

by which time parents would be arriving at the hotel to collect the students.

https://youtu.be/j5YgHuf9Y-c

The impact» By the morning the video had

been watched 10,000 times.

» It has now been watched over

17,000 times.

» The post reached over 50,000

people.

» Crucially it was shared 65

times. Most of these shares

were before midnight on the

evening of the prom.

Why it worked so well» People locally care about the students and their prom.

» It told the story clearly and simply.

» It looked fairly professional.

» CRUCIALLY - The video was agile.

Thank You