Communiqué

Video is powerful. It can influence a specific audience, tell a story without using a single word, create a mood, or inspire action. Video is a wonderful medium for your message, and it’s a great way to help you tell your Safe Schools/Healthy Students (SS/HS) story.

Take a moment to think about the last video you watched. It might have been a television commercial or public service announcement or something you saw on YouTube. Did it make you laugh, cry, or just really think? Why did you react as you did? What grabbed your attention? A meaningful statistic? A photo that surprised you? Music that brought back a childhood memory?

Regardless of which elements caused you to react, that video was effective because it left an impression—and that’s exactly what every SS/HS video should do. But it takes more than pretty pictures and exciting effects to create a truly effective production that makes your audience react.

This edition of the Communique puts you in the producer’s chair by providing tips and tools to help you produce and share your next (or your first!) SS/HS video.

What makes an effective video?

These days, it’s easy to get excited by the bells and whistles and entertaining special effects in the videos we watch. While those elements can be icing on the cake, it’s important to remember that the purpose of your video isn’t to entertain. You want to focus on your audience and deliver a clear, concise message that moves them to act—whether that means to volunteer as a mentor, become a partner, or simply to visit your initiative’s Web site.

How your audience feels or acts in response to your video is largely dependent on your presentation of the information. Your video should not be an animated version of a brochure explaining each one of your programs and services and the data that show how wonderful they are. Think about what you want your audience to do or take away once the screen goes dark; then keep that in mind as you think about how to bring together the right elements to collectively convey your message.

As it does for every communication effort, the Communication & Social Marketing CSM Center’s 8-Step Communication Planning Model can help you effectively focus your efforts, set your goals, and ensure that every element of your production—from the music and photos you select to the amount of information you can expect your audience to digest, and the length of time you can keep audience members engaged—reflects the needs and values of your audience. Remember, too, that when it comes to video, everything becomes part of your message. A very powerful message may be delivered with few—if any—words.

Producing your video

Okay. So you know your audience. You know what you need to communicate. You have the vision in your head. What’s next?

First, get your vision on paper. You may create an outline describing what you plan to see and hear. Or you may want to draw sketches of the visual portion with the sound under each scene—that is, a storyboard. However you choose to proceed with the actual production, putting your vision on paper will help ensure that your video and your vision stay on track.

Now, how do you take that vision from paper to screen? These days, lots of options are available. If you can hire or tap professionals, that’s always one route. Often local television stations or one of your partners can be a resource, as can your high school or local college film students. And, of course, new easy-to-use technologies—such as Animoto, Windows Live Movie Maker, and YouTube Video Editor—can help any novice create a professional looking production at little or no cost.

No matter how you decide to move forward with your production, remember this: It is up to you to ensure that the finished product tells your story well. Test it with members of your target audience. And if it doesn’t hit the mark, go back to the cutting room!

Sharing your video

Once your video is ready for the spotlight, think of some innovative ways to get play time in front of your audience(s). Embed the video into relevant PowerPoint presentations so you always have it handy when speaking with various audiences. Make a DVD copy for each member of your Core Management Team so each one can use it—and be sure everyone using the video has the same verbal message, too!

If you or a staff member is attending an exhibition or community event where you’ll have a booth or table, set up your laptop to play the video on a loop facing your visitors. Find out about local and national video competitions or communication awards, and submit an entry to spread your message even further—and maybe even win!

Finally, increase the chances of your video “going viral” by getting it posted to your initiative’s, school’s, and district’s Web sites. Take advantage of social media platforms, including YouTube, Vimeo, and your site’s Facebook page. Be sure to find out about any guidelines or restrictions by speaking with the Webmasters first. If your district doesn’t have its own YouTube channel, consider creating your own channel for SS/HS where you can post additional videos, create a background theme, upload a logo, and really make it your own. Your communication specialist can help with ideas and guidance.

Lights, camera, action!

No matter how you choose to produce and, ultimately, share your video, take the time to plan. As you do, think back again to that last great video you watched and determine what you want your audience to think, feel, or do. Once you’ve got your concept, your method of production, and an idea of how you want the video to be used and shared, you’re more than halfway there!