{"id":12140,"date":"2022-09-06T06:45:03","date_gmt":"2022-09-06T06:45:03","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=12140"},"modified":"2026-06-24T18:44:38","modified_gmt":"2026-06-24T18:44:38","slug":"is-your-association-leveraging-promotional-video-to-solidify-relevance","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/is-your-association-leveraging-promotional-video-to-solidify-relevance\/","title":{"rendered":"Is Your Association Leveraging Promotional Video to Solidify Relevance?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12140\" class=\"elementor elementor-12140\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-7b8e86eb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"7b8e86eb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-46f71791\" data-id=\"46f71791\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-564e1b26 elementor-widget elementor-widget-text-editor\" data-id=\"564e1b26\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">One billion hours. That hefty number is how many <\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.globalmediainsight.com\/blog\/youtube-users-statistics\/#:~:text=Daily%20Active%20Users%20on%20YouTube,-Daily%20active%20users&amp;text=YouTube%20has%20over%20122%20million,content%20is%20uploaded%20into%20YouTube\"><b>hours per day YouTube videos are consumed<\/b><\/a><\/span><span style=\"font-weight: 400;\">, according to Global Insight Media. Video is clearly a powerful tool that is sought after by a highly engaged audience. Associations should take particular note that <\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/video\/youtube-learning-statistics\/\"><b>86% of YouTube viewers want videos that educate<\/b><\/a><\/span><span style=\"font-weight: 400;\"> them in some way.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Educational videos don\u2019t have to be used solely for instructional purposes either. Associations can utilize this medium to illustrate all that they offer in a short video that is explicitly for promotional purposes. These are known as enterprise marketing or brand identity videos. When brand identity videos are short, easily digestible and entertaining, they can help frame an association as one that is relevant and savvy. These videos can be featured front and center on an association\u2019s website homepage; can be shared on social media sites like LinkedIn, Facebook, Twitter and Instagram; and can be leveraged in email campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019re not creating videos that visually illustrate your association\u2019s identity to market all it has to offer in the digital age, it\u2019s time to reconsider.<\/span><\/p>\n<h3><b>Why Associations Should Consider an Enterprise Marketing Video&nbsp;<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">For associations wanting to engage existing members, reach new members and partners, and solidify their position as a thought leader, video can serve as a highly effective and important vehicle to share their message. An enterprise marketing video can succinctly encapsulate everything your association does, including your mission and vision, plus the value and benefits that membership offers. A well-produced video can tell your story in 90 seconds or less.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">High-quality video can also help your association:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Find new members and re-engage existing members<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Help boost non-dues revenue when highlighting your services and events<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Simplify your website and get your message across more succinctly<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Draw attention to special events, career centers and more&nbsp;&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Improve overall member satisfaction&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Offer more shareable, relevant content on social media<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Better maintain member attention<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Provide clearer insight and better context to what your association is all about<\/span><\/li>\n<\/ul>\n<h3><b>Create the Right Enterprise Video to Market Your Association<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Enterprise marketing videos can explain the association\u2019s offerings in an actionable way that drives viewers to submit a member information request or seek information on sponsorship, depending on the call to action included. By tapping into intent signals, these promotional videos can better funnel potential new members or partners into joining the association, using the career center, attending an event, becoming an exhibitor or simply meeting them wherever they are in their journey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In order to produce a valuable video that holistically represents your association and conveys its relevance and leadership within an industry, it will require the development of scripts and storyboarding, quality camera work, sound design and potentially animation. This effort is important because you definitely don\u2019t want a sponsor or new member pulling up your homepage to see a poorly executed video. That might even make you go <\/span><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.thestreet.com\/video\/5-corporate-videos-you-unfortunately-can-t-un-see-14321955\"><span style=\"font-weight: 400;\">viral<\/span><\/a><\/span><span style=\"font-weight: 400;\"> \u2014 in a bad way. For as short as a 60- to 90-second marketing video that lives on your homepage may seem, it actually requires a tactful, professional approach that ensures your association is properly represented.&nbsp;<\/span><\/p>\n<p><b>There are a few important steps to creating a great marketing video well before the cameras roll:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Scriptwriting: <\/b><span style=\"font-weight: 400;\">Typically the first and probably most important step is drafting a concise and exciting script that encapsulates all your association does for the narration of your video. <\/span><b>Tip: <\/b><span style=\"font-weight: 400;\">Try reading your script aloud with a timer and see if you can fit everything in under 90 seconds.&nbsp;<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Shot selection:<\/b><span style=\"font-weight: 400;\"> This is where you match up the script to your visuals (typically in a PowerPoint) and your video starts to come to life. This is the most creative part of the process where you actually type out what you want to see in each shot and each frame.&nbsp; <\/span><b>Tip: <\/b><span style=\"font-weight: 400;\">Carefully consider how complex you want to make the visuals because the more complex it becomes, the harder the actual video production (or animation) becomes, which can also affect how long the video is.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Storyboarding:<\/b><span style=\"font-weight: 400;\"> Also known as sketchboarding, this is where you\u2019ll have an artist literally sketch images to match the shot selection so that you begin to get a sense of how the video will look in real life. <\/span><b>Tip: <\/b><span style=\"font-weight: 400;\">Remember to instruct your sketch artist to create exactly what you want to see in each frame and be sure to include the motions and\/or logos you want to include.<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Production:<\/b><span style=\"font-weight: 400;\"> This catch-all basically is where things start moving. Regardless if you go with a live-action video using stock footage of your facilities, people and processes, or you go with animation that follows a problem\/solution format, it\u2019s important to be diligent in keeping track of time, camera equipment, lighting, narration recording and budget. Things can spiral if you\u2019re not organized in this process. <\/span><b>Tip: <\/b><span style=\"font-weight: 400;\">Spreadsheets are your friend! Use them to help you stay on top of all your deliverables during this time.&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Creating the right video that is dynamic and representative of your mission and values is an important corporate reputation asset and not something to be taken lightly.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Video can be a heavy lift, so if all of this seems overwhelming, consider turning to experts who can help. Whether your association needs help with storyboard and script development or video production management, or your internal staff doesn\u2019t have the bandwidth or expertise to manage complex video creation projects, Naylor is here to help with tailor-fit stories that convey the unique offerings from associations of all sizes.<\/span> <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.naylor.com\/request-a-meeting\/?utm_source=AA&amp;utm_medium=Website&amp;utm_campaign=MarketingServices\"><b>Learn more.<\/b><\/a><\/span><\/p>\n<p><em><div class=\"clear\"><\/div><div class=\"author-info row\"><div class=\"col col-3\"><img decoding=\"async\" class=\"author-img\" src=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2022\/09\/MA-Headshot-2.png\" alt=\"\" \/><\/div><div class=\"col col-9\"><div class=\"author-info-content\"><h3>About The Author<\/h3>\n\t\t\tMelinda Adamec is senior vice president of marketing at Gabriel Marketing Group, leading GMG\u2019s delivery of client services in market strategy consulting, digital marketing and advertising, SEO, marketing automation and content development. Reach her at <a href=\"mailto:melindaa@gabrielmarketing.com\">melindaa@gabrielmarketing.com<\/a>.\n\t\t\t<\/div><\/div><\/div><\/em><\/p>\n<p>&nbsp;<\/p>\n<p>Photo courtesy of kentoh\/<a href=\"http:\/\/Shutterstock.com\" target=\"_blank\" rel=\"noopener\">Shutterstock.com<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>For associations wanting to engage existing members, reach new members and partners, and solidify their position as a thought leader, video can serve as a highly effective and important vehicle to share their message. An enterprise marketing video can succinctly encapsulate everything your association does, including your mission and vision, plus the value and benefits that membership offers. A well-produced video can tell your story in 90 seconds or less.<\/p>\n","protected":false},"author":273,"featured_media":13768,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12],"tags":[664,613,13,109,37,611],"class_list":["post-12140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-marketing-communications","tag-association-marketing","tag-association-video","tag-marketing-and-communications","tag-marketing-communications-2","tag-power-of-video","tag-video-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is Your Association Leveraging Promotional Video to Solidify Relevance? - Association Adviser<\/title>\n<meta name=\"description\" content=\"For associations wanting to engage existing members, reach new members and partners, and solidify their position as a thought leader, video can serve as a highly effective and important vehicle to share their message. 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