For years, we’ve stressed the importance and effectiveness of publishing marketing videos. And, we create them for our clients all the time. So, when we all began practicing social distancing, we didn’t stop making them. Instead, we adapted our production strategy.
The COVID-19 pandemic, and resulting social distancing guidelines, forced most businesses to adjust many ways — including how they market online.
Before this all started, some businesses were slow or even resistant to joining the online trend. And, that’s understandable. There’s the seemingly prohibitive costs, the steep learning curve, that other contagious epidemic: Camera shyness.
However, video is a powerful tool that no business can afford to underestimate — and, they shouldn’t be intimidated by it, either.
And, now that the landscape has changed, video truly offers your business a chance to connect with your audience and prospects in an authentic way that no other medium can accomplish.
In this case study, we’ll not only see how one of our clients adapted their video production to accommodate social distancing. We’ll also show you how to do the same to save money and attract new customers.
Marketing Videos for a Retirement Community
We’ve been working with a continuing care retirement community, or CCRC, for two years. After helping them build a solid inbound marketing strategy we addressed their lack of video content. Then, this year, we adapted that strategy to fit the pandemic.
First, we’ll go through how we produce videos without any restrictions. It’s useful information for any business that wants to use marketing videos.
Then, we’ll see how we adapted to not being onsite — and how you can make the same changes.
Producing Marketing Videos Pre-Coronavrus
When this retirement community started with Mingl, they didn’t even have a YouTube channel. So, we started with a slickly-produced spot they could build their YouTube channel around. They’d also use it to communicate to their prospects on landing pages, e-mails, social media posts, etc.
The first video we produced with them was shot during the spring of 2019 and was created to promote their two continuing care campuses.
Since this was recorded pre-corona times, we were able to bring our professional gear kit. The following is a 30 second version of the promo (you can see the full version here):
Our clients were thrilled with the final product and quickly realized how effective video could be for marketing their business. They invited us to shoot another promo for their two 50+ retirement campuses that you can see here.
The videos we produced for this client were a success for their marketing efforts. We very much looked forward to working even more together to bolster their video content even further.
And then 2020 happened.
Video Marketing While Social Distancing
The emerging global pandemic quickly iced the idea of bringing our video production crew into their building. Social distancing became the norm, and retirement communities are especially vulnerable during viral outbreaks. Then came the state-wide stay at home order for nonessential travel.
But, this retirement community didn’t halt their video marketing. They just adapted it.
The staff lacked the professional video equipment we typically bring to a shoot. However, they were equipped with the phones they carry every day and some video shooting tips from the Mingl Marketing video department.
We planned for them to collect the footage and send it to us to edit and improve. The video below is a “before and after” example of how we can correct and enhance the color grading, exposure, and audio of RAW video captured with an iPhone:
With today’s smartphones, anyone can capture footage. But, it’s still only the first step.
We did some post-processing on the RAW iPhone footage. Now, the video is vibrant and color balanced, and the audio levels are adjusted and normalized.
To finish the video we added some text, background music, an end screen, captions, and a proper cover image:
The retirement community still uses video marketing to potential prospects. Now, they also use video to better communicate internally with their residents and staff while the campuses remain under lockdown.
Not only are they keeping their people informed, but their residents are reassured by seeing familiar faces during uncertain times.
World events have forced a lot of us into changing work roles and learning new skills. The folks at this community have done a great job so far at learning how to direct their own videos on the fly. And, will only get better.
COVID-19 has been responsible for exposing all sorts of truths about our world today. And, the effectiveness of communicating with online video has been front and center in 2020.
We expect these habits to continue during whatever “normal” emerges in a post-COVID-19 world. Until then, a lot of us are getting some unintentional training at communicating via video.
Hopefully, this means more businesses embracing the power of video marketing in the future.
Talk To Mingl About Video For Your Business