Posts Tagged corporate video
The Tapestry Of A Corporate Video
Posted by SEO SERVICES in Video Production on November 2nd, 2010
Did you every think of yourself as a playwright or weaver? If you are a businessman who has decided to undertake writing the storyline for your corporate video, you will find you have undertaken a bit of both challenges. In this article, we will look at the task of weaving the fabric of your corporate video
The technique of weaving the story line in a corporate video is well illustrated by the video journalist videographer Alan Horwath created for the Arnold School. The Arnold video can be found at: http://www.alan-howarth.com/corporate-video-production.html
Before weaving the fabric of your video, you need to determine the content you will be presenting. You need to subdivide your content into a number of concepts to be presented and then you must determine how you plan to order the appearance of those concepts in the actual storyline.
Corporate videos, especially those of the more journalistic or reporting style, are made up of comments, narration by members of the company, (from the bottom to the top), testimonials about the company, and scenes of the company or school. It is useful to think of these different elements as a number of characters you will arranging into a play. The various characters and or actions scenes, may appear once, may recur intermittently or may appear throughout the video.
This type of video structure can be compared to a woven tapestry. Each character or type of action is like a vertical strand or warp, that runs from the beginning of the video to the end. Horizontal strands, or the weft, represent different themes that are being presented in a each segment of the video. The meeting of the strands represents the potential appearance of the character or action in a given topical segment of a video. Unlike a tapestry, the scriptwriter has the option to choose which characters and actions he will use to support the given content or concepts presented in each section of the video.
The actors and speakers who appear in the Arnold video include the Headmaster, a teaching instructor, an alumnus who subsequently sent his child to Arnold, three graduates of Arnold, the head of the 6th form and additional teachers and children who appear in various parts of the video. The conceptual arrangement of the video appears in the following order: Arnold’s care for the children and their development, Arnold’s pastoral care of children, Arnold’s efforts to help children meet eventual career challenges, Arnold’s academic training, Arnold’s support of students in extracurricular activities, Arnold’s college prep, Arnold’s family atmosphere including the importance of the parent’s investment in their child’s future.
As each topic appears in the story line presentation, the videographer splices in appearances from character who can appropriately contribute to the presentation of that topic. Not every character appears in every segment, and some characters appear only once, and the headmaster appears in many. Altogether, the structure provides unity, cohesiveness and texture to the video.
When using this approach to video story line creation, be sure to do the following: before starting to write, determine the content you wish to pass on to viewers and break it down into a number of concepts, consider the psychology of your target audience and order the presentation of your themes in a way that is most likely to appeal to the target audience, look over your characters, and subject matter and determine which characters and which subject matter will effectively help to present each concept as it comes along in the story line.
Don’t forget, you needn’t include every character in every segment. By varying the appearance of characters you will add interesting texture to the video.
Good-luck on your production.
Tips From Alan Howarth About Making A Corporate Video That Reaches The Public
Posted by SEO SERVICES in Video Production on October 30th, 2010
There are many styles of corporate video, many approaches to making a good corporate video, and many tenants of video production that can lead to production of a good corporate video. One interesting approach is presented by Alan Howarth on his website www.alan-howarth.com .
Alan comes to video production from a long career in broadcast and journalism. His basic tenant is that if your video looks like a corporate video than it has failed. What he is referring to are traditional high powered corporate videos designed to slam bang the public into submission. Alan’s approach, on the other hand, one that is increasingly in favor in the corporate video world, is to create corporate videos that look and feel like news reports and that engage the public.
One of Alan’s basic points, spelled out on his website, is that corporate videos should be made, first and foremost to communicate simply and effectively with the public, and not to self indulge corporate leaders, with a chance to see themselves on screen. Therefore, Alan finds that presentations containing public testimonials from satisfied clients, and words from the corporate workers, reach the public much more effectively than videos featuring a presentation by the company CEO.
Alan’s approach is not static but creative, and he is always looking for new ways to reach the public. In one shot for example, made for a perfume company, he went out to retail stores where the product is sold and talked with customers who were shopping for perfume. Live footage shot in retail department stores is believable, and engaging to the public. It allows viewers to see the product through the eyes of consumers like themselves and thus becomes more believable and less pompous.
In another shot for the same production, Alan interviewed people on the street in a retail shopping district. Alan was looking at the product through the eyes of a typical shopper, a character that will be most believable to the public.
While Alan’s approach does a lot to ensure that his videos will be presenting solid content and not mere glitz, in my experience, one doesn’t have to be so rigid in approach. Sometimes, for example, the boss of the company is the most engaging and photogenic member of the business. In that case, I believe he should be featured in the company corporate video. In another company, the office secretary might be the most photogenic and communicative member of the concern. Some videos do well with a professional moderator.
In any case, whatever means is used to communicate to the audience, the main point Alan is making is that the video should communicate to the public and not at them or down to them.
Taking News Style Corporate Video To The Limit
Posted by SEO SERVICES in Video Production on October 29th, 2010
Use of a news reporting style in corporate video has been more and more popular in recent years. Video producers taking this approach, seek to strike a balance between the objective news style and the need to present positive information about the corporation. Unlike a news report, the news style corporate video is everything positive and nothing negative. Videographers try to temper the one sided approach by adding in more news like elements. And who can do that better than a former journalist with years of broadcast experience.
Alan Howarth, a journalist turned videographer makes it clear on his web site that he seeks to present his clients to the public in the most natural way possible. He likes using the journalistic approach to corporate video, and he is always seeking new innovative ways to let a reporting style video temper the otherwise blatantly obvious one sided reporting seen in most corporate videos.
His video for Audi driver Adam Smith, is example of this genre. Adam Smith was a young driver in England with great promise. His supporters wanted to set up a corporation to generate enough money for him to race solidly for a couple of years and hopefully make it into the big time. Investments would be paid off as money began rolling in from racing awards and endorsements.
Mr Howarth made the video. It was a typical corporate in that Adam was the center of attention. His accomplishments, his racing successes and skills and his potential were featured. At the same time, the footage was made to look like racing car television coverage footage. There was objective filming of the races. The footage covered moments when Adam was making his move ahead of other cars, however, the narrating style was identical to typical sports car racing narration.
Interspersed with scenes of the races, there was clips of interviews with fellow drivers and supporters. The interviews were like corporate endorsements in that they featured Adam’s positive qualities and there was no effort to look at any negative features. On the other hand, some of the footage appeared to be spontaneous live news coverage as well, such as when he was interviewed just after a race he had won.
Like any corporate video, this one had a purpose for creation, and the purpose emerged towards the video’s close. It came out that Adm’s supporters were trying to set up a corporation to provide funding for him, until he obtained enough stature to bring in money from earnings and endorsements. But even this material was presented spontaneously in the style of sponnataneous interviews with Adams supporters and colleagues.
The video of Adam Smith can be seen at http://www.alan-howarth.com/corporate-video-content.html . On the whole The video represents a solid example of this video genre,
Logo Symbols In Corporate Videos
Posted by SEO SERVICES in Video Production on October 26th, 2010
Many corporate videos begin and end with the corporate logo. Most businesses have a logo, and yet how many people realize the depth of thought that frequently goes into the creation of a corporate logo.
Traditionally, a safe distance is maintained between the world of business and the world of religion or mysticism, but in one area they do merge. A researcher has found that the symbolism and shapes found in corporate logos frequently devolve from deep symbols, which are found and described in the Masonic tradition.
In the video The Freeman Perspective found at _http://www.youtube.com/watch?v=-LesRmd4v60, the narrator points out that many of the great men in American society are or were Masons. For example, 50% of American Presidents were members of the Masonic order. Likewise, many of the founders of America’s great corporations also are or were members of the Masonic order, Many other famous Americans such as Arnold Palmer, Jay Edgar Hoover, Burl Ives, Gene Audrey, John Glenn and more wer 33 rd degree Masons.
Since much of Masonic study is known to concern itself with knowledge of important symbols, it should come as no surprise that many these great leaders of American enterprises have choosen to blend symbols they studied in Masonic teachings into their corporate logo.
To take a concrete example, consider the geometric oblong square, a shape found in many corporate logos. According to the Freeman’s perspective, the oblong square harkens back to an ancient practice found in Egypt in which visitors to the court would stand with their heels touching and their feet pointing outwards, much like the first position in ballet. According to the Freeman’s Perspective, this stance is one of the historical origins of the oblong square symbol, which also relates to the stance of Masons in the first three degrees of their study.
The Freeman’s perspective video finds the oblong square symbol in the Bank of America Logo, which actually shows the footing position of the first three degrees of the Masons. The same oblong square is found in the Dell logo and a winged oblong square symbol is found in the Sprint logo. Additional oblong squares are found in Sam’s club and in the Enron symbol.
While you might, at first, consider these coincidences, you must keep in the mind the number of corporate leaders who were or are Masons, and who has devoted years to studying the meanings and applications of these symbols.
This hidden yet prevalent phenomenon teaches something about the nature and importance of the corporate logo. A corporate logo is more than a mere attractive or dazzling geometric design. The logo is meant to portray or symbolize some essential essence of the corporation. Or else, perhaps, the symbol is recognition of a deeper reality to which the corporate leaders are devoted. In addition, one can speculate that in keeping with the belief of the Masons, proper use of these symbols may actually bring into realty the power represented by the symbol. So for example, inclusion of an oblong symbol in the corporate logo is a recognition that the corporation as a whole or corporate body stands, at all times, before a higher power. Employing a symbol like that in the logo serves as a reminder to all understand members of the corporate body, before whom they work and to whom they must reckon an accounting of their actions.
Volvo Trucks North American Corporate Video
Posted by SEO SERVICES in Video Production on October 21st, 2010
The meat of a corporate video is the content of the video which appears after the intro and before the close. In the Volvo Trucks North American Corporate Video, found at http://www.youtube.com/watch?v=Uook3SXdZnE
, for example, the intro is a shot of a Volvo truck traveling across a bridge in the early morning light. The narrator states “another day, and another important load to carry. The intro is artistic, aesthetic creative. The body of the corporate video, on the other hand contains the content and the message, which the company needs to be conveyed.
Companies should carefully plan out what they want to say in their corporate video before actually writing the script or storyline, so that the video won’t be repetitive. What problems are they addressing, what achievements of the corporation do they wish to present, what changes in corporate policy or product focus do they wish to explain to shareholders, what new developments are down the pike, and liable to excite shareholders,
The video should address company problems early on, in order to put viewers at ease. The solution should be presented immediately after the presentation of the problem. The Volvo video, for example, addresses the following problem and solves it in two lines of narration appearing early in the script.
“In 1998, the Volvo group sold its passenger car business, and since then its focused exclusively on commercial transport including trucks. With annual sales of approximately 27 billion dollars, the Volvo group is a world leader in heavy trucks. ”
For those who didn’t know, the narrator informs the public that Volvo officially terminated its passenger car line in the 1990s. Viewers are now wondering how that decision affected corporation sales. In the next line the narrator notes the 27 billion dollars in annual sales.
Content in the body of the corporate video should be solidly informative. The body may be impressive because the facts themselves are impressive. The Volvo video, for example describes the location of the major manufacturing plants in North America, and informs viewers that Volvo is now the second largest manufacturer of large trucks in the world. That’s not showmanship, that’s a truly impressive fact!
Corporate products should be described in a thorough manor, but without losing the audience in pursuit of detail. The video should maintain a balance between information and entertainment, being neither too weighty nor too empty headed. The Volvo truck maintains a balance by backing up descriptions of their truck lines with quality video snips of their brightly colored trucks riding down America’s highways.
Video producers, should know who their audience is likely to be, and tailor the content accordingly. If it will be seen by corporate investors and shareholders, then the content should be presented like pieces of steak that have been cut up into bite sized chewable pieces. The individual pieces should be appropriate for easy consumption. Taken as a whole, the pieces fit together and tell a whole story.
Impressive corporate facts and accomplishments are the delight of any corporate video. In the Volvo Video, for example, viewers are informed that Volvo is the largest heavy duty engine manufacturer. After introducing the various plants, the video goes on to describe Volvo’s large network of 250 maintenance centers which keep Volvo trucks on the road. Then the video describes Volvo’s subsidiary Petro, which provides light service for Volvo trucks. Added to this is Volvo Link, which provides satellite navigation for the trucks, and Volvo Commercial Finance , which provides financial arrangements for purchasing Volvo trucks. The video content taken as a whole gives the viewer the satisfied feeling that Volvo provides comprehensive truck manufacturing, sales and performance support.
We can learn from the Volvo video that the content in the body of the video should be substantial and presented in an orderly and non-repetitive fashion. The content must address every problem targeted by the video and inform the public of the corporate achievements in a comprehensive and entertaining manor that leaves the viewer satisfied that he has a complete picture of how the company is doing.
Corporate Videos That Grab Attention By Employing Fantasy Themes
Posted by SEO SERVICES in Video Production on October 5th, 2010
Corporate videos may be internally focused, if they present the true story of the company, and in that way seek to win users and financial supporters for the company products. Or corporate videos may be externally focused if they present images and facts about the company, and dress them up in a way that is expected to impress the public.
The corporate video from Tetra Pack, found at http://video.google.com/videoplay?docid=-3746615746129582317#docid=3573471230342398082 is a video of the second type. It presents facts about the development and future potential of the compressible Tetra Pack fiber made food containers, and intertwines them with a futuristic type of high tech crime story line in which invaders seeking to know secrets about Tetra Pack break into corporate headquarters, but are finally caught. The Hollywood footage is meant to entertain the public and grab their attention. The effect is enhanced by a presentation of the Tetra Pack information in the form of a futuristic type briefing of tetra pack employees, in sterile well lit, sound proof steel tunnel, where a researcher clad in a white lab coat addresses four young assistants.
As the video progresses the researcher presents the essence of the video message, namely that Tetra Pack came up with a great idea in 1952, a compressible fiber food container that takes up almost no space when empty. This scene is followed by another one, showing a subject participating in product testing. The testing shows the subject becoming more and more enthralled with the food containers as they progress from older to more modern and sophisticated Tetra Pack designs.
In the third segment, the invaders have broken into room where they watch a hologram display showing how Tetra Pack has developed new containers, which imitate the curvilinear shapes found in the contour of a cows body, in order to imitate the beauty found in nature.
I wondered why Tetra Pack chose the sci-fi scenes they did to attract attention, and I got the impression that the company is worried about other businesses stealing their ideas.This fear is symbolized by the invasders seeking to learn Tetra Pack’s secrets. The capture of the invaders indicates Tetra Packs determination to prevent others from using their ideas, It is also apparently meant to inform the public that Tetra Pack was the original inventor of the paper food container, and others are imitators of their ideas.
So how will this video work? It does grab attention at the beginning, as we see the three bandits rappelling down from the ceiling to a large room in the building. When the video switches to the briefing, it still holds are attention because of the futuristic type of briefing scene. The presenter seeks to relate the development of the Tetra Pack to other crucial developments that changed life, such as the cell phone and the safety razor. The presenter begins to talk about the Tetra Pack itself and the video transitions from an entertaining Hollywood Sci-Fi to a sales video. At this point it holds attention for a few seconds, as viewers seek to know who is behind this video. Then attention is liable to start to flag.
The second segment is imaginative and again holds viewer attention in that the testing subject is very histrionic and exaggerated in his approval or disapproval of the prodct designs being tested. Viewers making it to the third second, coast through the presentation of the company’s new shapes that imitate nature, much like a marathon runner coasting through the final segment of his run with his resources nearly used up. Viewers that reach the end see that the invaders have been captured.
I would judge this video in terms of the amount of information actually passed onto viewers. I believe most viewers will come away with the sense that the company invented a useful product and has developed it through product testing to come up with more imaginative container shapes that please the public. The name Tetra Pack is effectively presented to the vieewer. However, the video suffers, in my opinioni, in that the themes added in as attention grabbers, only serve to alert the public to the fact that other companies are imitating Tetra Pack. And if Tetra Pack is so worried about this imitation then maybe the imitation products are good and even cheaper.
One of the lessons I learned from this video is that when companies use fantasy material to attract attention to their message, they need to consider how the fantasy themes relate to the main message. Images of the fantasy segments will contribute as much to company branding as segments talking about the product. And in time, viewers will link the themes together in a way that makes subjective sense to them. Also, when the fantasy sections do not mesh well with the segments of the video presenting the company message then there is bound to be an audience letdown when the video begins to seriously present the products and the company.
How A Corporate Video Can Effectively Present A Company To The Public
Posted by SEO SERVICES in Video Production on October 2nd, 2010
One sure way that a corporate video can sell its company to the market is to paint a completely inviting picture of the company and what it does, in a manner that is interesting and entertaining. The video should invites the viewer to take the corporate vision with him, and make it part of his life. {/spin]In other words, the vision has to be something the viewer feels comfortable living with.
Requisites for accomplishing this task include presentation of a vision which is all inclusive, realistic and believable. The visual content, the background music and the images should describe a world that the viewer could live in and present it so as not to leave any gaps in the picture.
The characters on screen, company employees or others involved in the common task, must passionately believe in what they are doing, and that commitment needs to come across to people viewing the video The self confidence and personal belief of the participants can then act like a magnet drawing the viewer’s attention, if the product on screen is something he feels he needs.
The characters in this type of corporate video are focused on the undertaking of the corporate goal, as opposed to sales videos where the online characters are clearly playing up to the viewer in an effort to win his business, In a corporate video, such as I am describing, the characters are like figures in a pastoral painting; they are immersed in the scene before our eyes and they sell the product through their own natural unassuming charm and the beauty of the product.
The organic India corporate video, found at http://www.youtube.com/watch?v=NHeWHcVlrBg is an example of this type of approach to corporate video production . The characters, mostly employees who work for Organic India, they all believe wholeheartedly in the their company mission to foster a large network of Indian farmers who are growing herbs and teas using certified organic techniques. We meet them on screen as they talk about the company, its work and the foods they ship. They are interesting, above and beyond the message they are presenting, because many of them are westerners who have apparently given up their entire way of life to become immersed in India culture and spiritual life and they are dedicated to their dream and mission of creating a large cooperative of Indian farmers willing to grown their crops organically. Organic India, teaches the farmers how to use organic techniques and then ships the products around the world and sells them. The approach is interesting, because it does away with potentially harmful pesticides, and appears to work, as company sales appear to have grown. The corporate video is pleasant to view, and likely to have created many friends of the corporation and perhaps even future investors.
The interesting concept which this corporate typifies is that there are two poles within corporate and sales video production. This video stands at one pole where characters are passionately immersed in the goal of their company, which they present to the public. The other pole represents sales videos, which, for example are specifically designed, to get viewer response and viewer sale..
Some Tips For Getting The Most Out Of Your Corporate Video
Posted by SEO SERVICES in Video Production on September 28th, 2010
Corporate video is a broad term which subsumes any type of video that helps serve a corporate need. The Nike Corporate Presentation Video is an example of a corporate video that was made to present shareholders and investors the conceptual plans for construction of the new Nikke corporate headquarters plant in the Midwest.
The video is creative in that it precedes documentation of the plans for the new headquarters with a 1 minute segment dedicated to presenting the spirit of what Nikke is. This is a pleasant interlude, and artfully done as well.
The videographers who produced the intro segment present a parallel between athletes preparing for a contes, then beginning the contest and then finishing it, to the Nikke Corporation which is preparing to create a new corporate headquarters. At the beginning of this segment we see athletes who are concentrating and preparing themselves mentally to begin a contest. These clips are accompanied by other images illustrating the theme of beginning something, including a flower unfolding and a baby preparing to emerge from the womb. Subsequent to that we see scenes of athletes starting a contest. Finally towards the end of the segment we see images of athletes who have finished their contest, collapsing at the finishing line, in some cases, or simply being helped along by friends after crossing the finishing line.
The message is clear and well presented. Nikke is preparing for a major endeavor, and has to employ the same strengths that successful athletes, users of Nikke shoes, employ during their athletic contests. At the end of the project, Nikke like athletes who use their shoes, will have used all their resources, and will be dependent on loans musch like athletes who are held aloft by friends after crossing the finishing line.
The video precedes and concludes the one minute intro with important messages, which Nikke wishes to impart to their shareholders. The message at the beginning is “A legacy of innovation.” The message at the end is ” Nike design refining endurance plus sustainability.”
The effect Nikke wishes to impart is enhanced by background music created by the corporation. The tune is short catchy and repetitive, without being domineering, qualities which together make very effective background music. The one line verse is ” I got a sole but I’m not a soldier.” The vocal line uses a pun between soul and sole to convince viewers that Nikke has a “soul.” This is a powerful branding concept. But Nikke are not soldiers. Images in the film show men and women involved in powerful contests of strength, but for whatever reason, we don’t see scenes of military combat, rather the healthy wholesome peacetime combat that takes place in athletic contests.
Videos with background music that have a beat have been proven to be effective in holding audience attention, and presumably that is true of this video. At the end of the intro interlude, the video transitions to the presentation segment which displays floor plans and concepts about the new corporate headquarters.
What useful concepts can we take away from this video?One concept is that well chosen and well placed short theme messages can be effective when used in a video. The second concept is that presentation of corporate images can be enhanced by the inclusion of similar types of images taken from life in general, i.e. images of speedy athletes who use Nikke shoes, are juxtaposed with speedy animals. A third concept is the power of unity of concept and presentation. This video doesn’t merely present images of athletes who use Nikke shoes, it presents these images in a way that speaks about the effort of Nikke to prepare to undertake a major corporate endeavor. The fourth concept is that a company song or jangle can be very effective when the words are well chosen and appropriate to the message of the video. In this video, “I’ve got a sole but I’m not a soldier,” is pleasant to listen to. Of course, it might not be appealing to veterans, and this could be a negative factor affecting the popularity of this video. Finally, while corporate videos are neatly divided into different categories, depending on their function, as this video has shown, sometimes you can creatively combine two corporate video categories into one. This video has an intro, which functions much like a general Corporate branding video, followed by a presentation video, all combined into one package.
Features Of A Successful Infomercial
Posted by SEO SERVICES in Video Production on September 20th, 2010
As the term implies an infomercial is a type of corporate video that is somewhere in between an informative news documentary and a commercial. Typically, infomercials attract attention by using a news interview format. The video may include a “newscaster,” a backup person he is playing against and an on the scene interview to make the commercial seem even more news documentary like.
Most infomercials run at least 5 minutes or more and usually at some point will post a toll free call in number where people can purchase the product being featured. A significant difference between infomercials and commercials is that infomercials go for the direct sale whereas commercials are trying to push up sales at retail outlets that carry the featured product. A significant difference between infomercials and news casting is that infomercials won’t be presenting any negative information about the product, whereas news documentaries are usually likely to present both positives and negatives of any product that they are describing in the news cast.
At 1 1/2 minutes, The Hawaii Chair Infomercial is shorter than the standard length of an infomercial, yet it exhibits most of the selling techniques is therefore a good example of the genre. The Hawaii Chair Infomercial is selling the Hawaii chair. What features does this short infomercial like video have that are worth remembering.
First off, this infomercial provides atmosphere. The “newscaster” is dressed in an attractive short sleeve Hawaiian style shirt. As the video opens gentle strums of Hawaiian music play in the background. As he speaks, narrator is flanked by two attractive young women who are using Hawaiian chairs. The electrically drive chairs constantly move in a circular fashion so that a person sitting on one looks a bit like he or she is dancing the Hula.
Behind the two women is a studio created backdrop gives the impression that the interview is taking place in a studio overlooking the Pacific Ocean in Hawaii. .
Next the video enlarges its imitation of a regular newscast, by shifting to its correspondent in the field, Aaron Lee. Aaron introducing herself as a correspondent for “Perfect USA.”Aaron is seated in a Hawaiian Chair, across the table from a well dressed executive. Before they have a chanace to talk, the scene shifts to an office where several employees, whoa re sitting in HAwaiian chairs, describe the experience in glowing terms, for the viewers. They all love it. Then we see some more shots of employees while Aaron talks, and subsequently we see a 4 square collage of people sitting in Hawaii Chairs and then
one final shot of an elderly person sitting in a chair.
As the infomercial drawas towards the close, Hawaiian music plays in the background, and the lyrics tell us that “If you can sit, you can get fit?the Hawaiian chair! Finally the video shifts back to the initial correspondent who thanks Aaron Lee for her report.
The essential strategy of the infomercial is to seem as realistic as possible, while at the same time presenting positive information about the featured product.Added to that is an on screen air of excitement, which attracts viewers, as well. This video did just that by presenting an openining scene with a newscaster in a broadcasting studio flanked by two models. When the video shifts to the on scene correspondent, the shot is enhanced by having her sitting across from a dignified well clad executive. Even though he doesn’t speak in the corporate video, his presence creates the sense of the video’s importance.
Starting Production Of Your Video By Identifying Your Goal
Posted by SEO SERVICES in Video Production on September 14th, 2010
The Fenster Academy is located on a sprawling 150 acre campus in the hills of Arizona. The school targets students who are seeking academic support to help them get into college. Each year the school recruits students from as many as 40 states, as well as other countries. To enhance their recruitment efforts, the private academy has a website and two videos.
In the first video, the Fenster Corporate video the headmaster functions as an on and off screen narrator, and the story line consists of a thorough presentation of the principles and methods of Fenster, along with a presentation of their track record of getting over 90% of their students into colleges. In the second video, which contains many of the same video clips as the first one, the focus is on students and teachers describing their experience at Fenster. While the first video is described as a “corporate video,” the second isn’t.
If we were to place the two videos on a continuum from documentary i.e. a thorough presentation of the topic at hand to impressionistic, i.e. a video which seeks to present the atmosphere or spirit of a place rather than its factual description, then the first video would be considered documentary and the second impressionistic.
Interestingly, the first video, that of the headmaster talking about the school, has received 733 views, while the second video, which might be considered more entertaining, has only received 46. Presumably parents considering sending their children to Fenster are directed to watch the first video, whereas the second video is a backup video for children who are on the fence about attending and want to hear what students say their experiences there.
We find several significant differences between the two videos, one of which is the selection of background music. The first video, the documentary uses background music that is slightly more domineering than typical easy listening music. It has a progressive beat, along with a flute or wind instrument, which caries a solo melody that rises above the beat, carried by the strings. The music suggests the impression the headmaster is conveying of a dynamic educational process that turns prep students into successful college applicants.
The background music for the second video is more rollicking and fun. It has a pleasant of pleasant rhythmic melody, of the type found in many popular guitar music.
The use of students as narrators and the content of their narration strongly suggests that the second video is targeted to students whose parents are considering sending them to the academy. Student statements, included in the video are designed to allay fears about their being away from home, and not doing well at the school.
The contrasting style of scene composition between the two videos is also very noticeable. The content of the first video is presented in an orderly fashion, with the headmaster presenting a hthroough presentation of the schools modus Vivendi, its methods its goals and accomplishments. The narration is illustrated by scenes of classes, students and teachers. In the second video, scenes are put together like the composition of an abstract or impressionistic painting. Careful attention has been given to nhow viewers will respond to this video on an emotional level. For example, in the opening scene a student says “It’s a little hard being away from your family, but mostly you make friends and it?s a really good social atmosphere.” Another student notes, “I like how you meet people from all over the world, I like the small class sizes,” “It’s pretty much impossible to fail here.” “But the thing I like most is actually the ability to study and accomplish my goals in school.” And yet another student adds, “I’ve never had straight “A’s but I’ve had straight A’s here.” At the end we see a happy scene of the graduation. The second video clearly targets specific concerns and fears of potential students, and attempts to address and alleviate them.
One point worthy of consideration is why the school presented themselves in an imagistic way to prospective students and as a documentary to prospective parents. Probably, because the school felt that students, who have not yet reached full intellectual maturity, will be responding to the decision to attend on more of an emotional level, whereas parents who must take into account, all of the intellectual decisions before deciding whether or not to send their kids, will be most likely to respond to the first video, which addresses the audience intellectually. When the parents subsequently turn to their kids and say, “We’ll do you want to attend the Fenster academy?” The child is likely to have the types of fears, questions and concerns that can be better addressed by the second video.
What type of take home lesson can be gained from a comparison of these two videos. Companies planning a corporate video need to plan out the goals of their video, and decide if they will be better achieved through a more corporate video or more imagistic and impressionistic corporate video.