Creating video content to improve engagement
By Jessica Aiello
“Organizations need to think outside of their traditional audiences if they want to continue to grow and have an impact,” says Marci Mowery, President of the Pennsylvania Parks and Forests Foundation (PPFF). Videos are one effective way to reach and engage with new and diverse audiences. With high-quality cameras on today’s smartphones and media-production companies seeking new clients, video creation doesn’t necessarily have to break the bank.
“As the saying goes, don’t let perfection be the enemy of the good,” adds Mowery. “Everything doesn’t need to look award-winning to be worth watching, and don’t let a small budget stop you from trying.”
Yet, if you have been struggling to take your video vision from idea to reality, let this example from PPFF help inspire you to take the next step toward producing a video that is eye-catching, informative, and cost-effective.
Plan For What You Want
“Two of the primary messaging focuses of our organization are the health benefits of outdoor recreation and ensuring that everyone feels welcome in our parks and forests,” says Mowery. “Developing a video series on those topics was a way to reach new audiences and have in-depth conversations with the experts: medical professionals.”
PPFF has been creating videos both in-house and with contractors for many years. Previous videos ranged from collections of still images set to music to videos filmed on cell phones, to professionally produced ones. PPFF has even used college students to film and edit some of the videos for school credit or experience to add to their portfolios in lieu of payment. Topics include video annual reports, fundraising asks, how-to skill builders, and much more.