In working on this script, I realized I needed to move my audience farther along in their transformation from “not knowing” about SVC to “knowing and appreciating” SVC.
I was too focused on the humor and not focused enough on filling in the gaps — really crafting a story that is transformational. Here’s my latest version. Read the rest of this entry »
Sahuaro Vet Care Concept Paper, REDUX
Focus
Sahuaro Vet Care (SVC) needs a video presence that will differentiate them from other vets in the Tucson area. This :30 second spot will air online (web site, social media and YouTube) as well as local cable rotations.
Brand
The SVC brand is cluster of ideas associated with the service. It is the sum of both what people think of SVC and what ideas the clinic pushes. The positives include: newness, modernity, and proximity, almost a hip spa-feel for pets, technology, cleanliness, confidence, exceptional service and easy access to the vets. The negative is that pets and their owners sometimes are reluctant to go to the vet.
Focus
Sahuaro Vet Care (SVC) needs a new video presence that will appeal to current and new clients. This video series, each being 2:00 minutes or less, will air online (web site, social media and YouTube). The series will also be available on the clinic web site, can be emailed to individual clients based on need, and can be shown in the exam rooms while working with a client.
Editing video transcripts to reverse-engineer a marketing video starts with the content points and a whole lot of raw material.
In this post, I am editing video interview transcripts to create a 2-3:00 minute training video for active-duty Army leadership on how to best assist soldiers that need help, or whose families need help.
Even though this is a training video, it is designed to “market” the idea of effective leadership, and of the Army culture that cares for the whole soldier. The video is selling ideas; I want the audience to buy into them.
The subjects are two Captains, used to being in a leadership role, who talk through a guided interview about how the Army is a certain culture, how soldiers sometimes resist help, but how it benefits the troop and the Army to get soldiers the help they need to make the unit strong.
The content points are as follows:
This is a hilarious turn on privileged graduate. Watch how uncomfortable his parents become.
Betty White can handle premium billing in this 2010 Super Bowl ad for Snickers.
Girl Scouts of America Concept Paper
Focus – Girl Scouts of USA will demonstrate it’s continued relevance in it’s 101st year. Scouting has kept up with the times and serves new goals and the desires of girls of this century, and their moms. This will be done with a 1:00 minute web video that will be on the GSA web site, and will be shared with districts around the country for their web and email use.
Brand -
Girl Scouts is participative. It’s experimental, and risk-taking, and hands-on. It’s pushes the boundaries, and it expects the world to offer girls the same challenges and opportunities that it offers boys.
Audience –
This video will appeal to girls ages 12-18 and parents of girls ages 4 – 18, who will watch the video and say “That reminds me of my child”.
The secondary target is made up of girls under 12, and potential volunteers for GSA.
Content – Girls expect to be challenged and will rise to the occasion if given the chance. The video will be written and directed by girls, and it will feel like it is. The video will demonstrate the idea that the world is for exploring, and the time to explore it is now.
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