Unlike print, video is a highly flexible medium to work with. When something goes to print on a large print run, there is no going back. Problems arise when three months down the line, the world has moved on and your printed publication is no longer entirely accurate.
Not so with video – for a modest cost, material can be re-shaped or expanded in response to the evolving nature of your campaign. Once this is done, it’s also very easy to replace any video you have online with a fresh upload of your revised version.
To illustrate – we recently produced a fundraising video for a prominent independent school, in support of their campaign to build a new arts centre. Among other things, the proposed development included a concert hall, drama studio, rehearsal rooms and attractive public meeting spaces.
In the first release of the video, emphasis was given to the ways in which the arts centre would benefit music and drama students. At this stage, the audience was typically the parents of musical or theatrical students and alumnae who had a passion for either music or drama. Once this element of the campaign constituency had been targeted it was time to widen the net.
In the second release of the video, about 20% of the video was re-filmed and re-edited. This time the story encompassed the wider benefits of the new arts centre and was designed to appeal to those who may not have a specific interest in music or drama.
The updated version of the video explained how the public rendezvous spaces would benefit the whole school community, providing space for art exhibitions, informal and formal events – guest speakers, match teas, parents meetings and awards presentations – along with a wide range of social gatherings.