Through the work that we've done for Birmingham City University, we've worked on an array of different types of video – alumni profiles, event videos and course promos, to name just a few – all of which suit different marketing purposes and audiences.
The recent 'Day in the Life' videos that we produced with the university take a look at BCU's campus and courses from the perspective of individual students. Compared with perhaps more traditional forms of marketing content, why is this particular kind of content worth producing?
To answer this and other questions, I talked to our Producer, Christina Waider.
What is it about these videos that makes them effective marketing tools for BCU?
The target audience for these videos – prospective, first-time students – are at a point in their lives that is really exciting for them, but also kind of scary. The experience of somebody who has recently been in the same boat is far more relatable to this audience than a flashy promo video. It can help to reassure them a bit when it comes to making these big life decisions.
Could you describe the process of making these videos?
First, we filmed interviews with the students; and then gave them a crash-course in filming good-quality video on an iPhone – just showing them the basics, and talking through the camera settings – so that they could capture the accompanying B-roll footage.
Although the students filmed much of the footage used in the video, we were involved throughout the entire process to ensure that what they captured was of decent quality, as well as being authentic. We were available to give them guidance, and we provided them with a list of suggested cutaways that we thought would best complement their stories. Most important, we sought to help them to capture those single moments that best encapsulate what they're saying in the interviews.
Does this style of video come with any unique challenges?
Working with footage that we didn't shoot ourselves, and that wasn't shot by a professional crew, just means that we have a bit less control when sifting through all of the footage and cutting it together. So, the post-production is a bit more challenging than usual.
What inspiration could other types of businesses draw from this?
I would say that this style of video is ideal for smaller businesses, or for those who want to be able to release regular content with a relatively quick turnaround. The production process is a fairly cheap one – just a case of conducting an interview, guiding the intervieww through filming cutaways from their day-to-day life, and editing it all together.
Though the finished video is less of a polished sales product, it's the sort of video that is better-equipped to showcase a business' personality and is perfect for those who want to showcase the human side of what they do.
Thinking about commissioning a video for your own business? Feel free to get in touch with us; and if you'd like to get a few more ideas, check out a few of our other case study blogs below: