by Alice Dykeman
Dykeman Associates
So, you think a video is the best
way of telling your story? Stop right there. Who is your target
audience? How do you know your audience wants a video, or
even will watch it? How long should it be? What format? Should
written material accompany the video? How will it be distributed?
And how do you find these answers? Research and marketing
are the most often overlooked steps in the process of producing
a video. These key elements are essential for success.
We recommend to our clients that
a survey be conducted prior to making any decision to produce
a video. A foundation had decided that a video might be a
good way to describe "deferred giving" to endowment
committees and their congregations. To be sure they were on
the right track, a survey was conducted. These answers signaled
the foundation to go ahead with the project. An action plan
helped all of the elements stay on target.
While we were still in production
and postproduction the brochure was designed, written and
printed. An ad was prepared for the denomination's newspaper.
During the shoot, black and white photos were taken for publicity
purposes. The stories ran in hometown newspapers of the cast,
church newspapers and trade publications.
In order to connect the video itself
with the marketing effort in a visual way, we developed a
symbol. The symbol was used in advertising, a brochure, the
manual and of course in the three-part video. A manual to
describe how to prepare pastors and lay persons for showing
of the video was written and printed. Other materials on "How
to Set Up an Endowment Program in Your Church" proved
very valuable as an adjunct to the video.
The marketing program included
a direct mail program to churches, consisting of a letter,
order form and brochure. Churches were urged to order extra
copies in VHS to loan to members who might want to view the
programs in their own homes.
A flyer was distributed at annual
meetings and other places where church leaders gather. Memos
were sent to top persons within the church body. Foundation
board members, national denominational influencers and others
were sent copies of the video and asked to spread the word.
Evaluation in also important to
marketing a video. Part of the success story: 22 dupes were
produced initially. Less than a year later more than 300 were
ordered. Users from most denominations and nonprofit groups
seeking funds were extremely complimentary in their thank
you letters and reorders.
Evaluation will continue to determine
if the church members and leaders now have a better understanding
of the foundation's role in setting up "deferred giving"
programs.
If the video cassettes had stayed
on the shelf, and no one knew of the programs' availability,
the money spent would have been wasted!
Dykeman Associates, Inc., is a
public relations, marketing and video production company celebrating
its 20th anniversary. Alice Dykeman, APR, Fellow PRSA and
author of this article, has been in the video and film business
since 1960.
4115 Rawlins
Dallas, Texas 75219
214-528-2991
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