Expanding and Evolving ESL Video in Sales, Marketing, and Communications
December, 2021 PRESENTER
DANIELLE BOURASSA, SENIOR VIDEO ART DIRECTOR
Opportunity
With a consistent TV presence and extensive digital videos, ESL differentiates itself from its competitors with its approach to video in marketing.
As the company grows, now is an excellent time to evaluate our use of video, determine if we are utilizing our video capabilities to the fullest extent, and ensure we stay ahead of our competitors and reach a shifting audience.
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Agenda
Why Video?
ESL Video Timeline
Vision of the Future of ESL Video
The Power of Video
Video Opportunities
Next Steps
Long-term Goals
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Why Video?
helps in all parts of the marketing funnel.
Why Video?
contained in one single frame can take three pages to describe.
2011
The History of ESL video
Enterprise TV begins with executions based on print creative. New TV spots are created quarterly. Still a focus on social media videos.
2015
Due to outside circumstances, there is a sharp rise in internal communications productions.
2013
Individual community broadcast spots with creative and frequency at strategy discretion. Multiple social media videos produced.
2020
Enterprise TV but creative developed specifically for TV. Five spots are created a year and the following year focuses on new campaign development. Web testimonials become a focus.
2021
Focus shifts back to independent TV creative production and conceptualizing and web testimonials are large part of work.
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Vision for the Future of ESL Video
As ESL continues to grow and our external and internal audiences begin to shift to new age groups, if we evolve how we use video in all marketing channels it will allow us to meet goals and address fundamental business objectives:
• Increase online engagement
• Increase brand awareness
• Improve our SEO
• Increase web traffic
• Increase conversion rates
• Elevate quality and brand alignment of videos used by Sales
• Enhance new employee experience
• Strengthen communications to employees
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The Power of Video
EXTERNAL AUDIENCES
• 54% of consumers want to see more video content from brands they support. (HubSpot, 2018)
• Video gives 157% organic traffic increase from search engine results.
(BrightEdge, 2018)
• The conversion rate for websites that use videos is on average 4.8% more. (Aberdeen Group, 2014)
• Video in an email leads to a 200%-300% increase in click-through rate.
(Forrester, 2016)
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The Power of Video
INTERNAL AUDIENCES
• Studies show the new workforce generation is 2x more likely to want more visual communications at work. (TechSmith, 2018)
• 48% of all employees consider video to be the most engaging form of company communications. (TechSmith, 2018)
• Employees are 75% more likely to watch a video than read text. (Ragan, 2017)
• Employees are likely to retain 95% of a message when they watch a video. (Insivia, 2016)
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Video Opportunities
EXTERNAL AUDIENCES
• Video backgrounds
• Highlighting big events at the community (new buildings, etc.)
• Videos to accompany email campaigns that better align with the execution
• Social media videos specific to platform
Web Medical/Continuing Care
• Educational series for adult children
• Health and fitness education series
• Ask the Expert Series
Sales Teams
• Assisting with sales team generated videos to ensure quality
• Videos to accompany virtual appointments
• Videos for events
Community-Specific
• TV spots for community outliers
• Apartment/building walk throughs
• Up-to-date sales center videos
• Development requests for new markets
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Video Opportunities
INTERNAL AUDIENCES
Human Resources
• On-boarding
• Benefit of the Month
• Open Enrollment Information
• Opportunities in the company
Internal Communications
• Company news/updates
• Mission Moments
• GIFs for ELink
• Videos supporting ELink articles
Educational
• Webinars
• HR training requests
• Brian Hance training requests
• Highlight specific departments
Information Technology
• Instructional Videos
• Trouble shooting common problems
• Updates or upcoming changes
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Next Steps
• Hold informational sessions with various departments to collect feedback from various stakeholders.
• Identify which video executions can be started right away and ones that may need more time to develop.
• Prioritize new opportunities.
• Determine which videos can be produced with our current team size and workload.
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Long-term Goals
• Assess our current TV plan and look for efficiencies. Could shifting the current process result in more time dedicated to new creative development?
• Slowly increase the number of new video deliverables produced yearly.
• Identify and onboard vendors and candidates to assist with the workload giving the in-house team time to develop, create and execute new initiatives.
• Within 5 years, have an in-house team, outside partners, and processes that will support the diverse video needs across the enterprise.
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If a picture is worth a thousand words, what is a video worth?