Through Their Eyes:-Humanizing Mercy College of Health Sciences
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The document outlines strategies utilized by Mercy College of Health Sciences to enhance their storytelling through video marketing, aimed at engaging prospective students and donors. It details the production process, the emotional resonance of personal stories, and the measurable success of their digital campaigns on platforms like YouTube and Facebook. Ultimately, the goal is to build authentic relationships, drive brand awareness, and increase applications to the college through targeted marketing efforts.
Through Their Eyes:-Humanizing Mercy College of Health Sciences
- 2. Thank you for taking time to join us today! • Lauren • Alex • Amanda • Zach • Brandon • Inna • Kyle • Sally • Megan • Scott • Erika • Heather • Missy • Chantelle • Kelly • Michael • Greg • Chelsea • Julian • Eric • Brent • Brenna • Emily • George Please let me know if I missed you, thanks again!
- 3. Hopeful Deliverables for You Today • Gain insight on how to influence decision‐makers using strategic metrics to secure funding for large scale projects. • Learn how extended time spent in the environs of your client will build authentic relationships. • Listen to strategies on how to give license to creative partners to push the concept and production to achieve excellence and focus less on sector.
- 6. Mercy College created videos to: • Reaffirm with internal audiences how they make a difference with students • Provide resource for prospective students to relate to student profile • Act as a tool for fundraising and donor relations
- 7. Persona Attributes • Identified persona attributes associated with students: • Impacted by healthcare • Pursue career that aligns with personal passion • 2nd career opportunity • Traditional age student • Burnt out in one health care professional, pivot to another • 10 year MBA professional and wife compelled to follow her heart
- 8. Create Your Personal Vision • Since health care stories elicit emotion, it was a natural to draw upon these personal stories. • Leveraged the Story 1st, Brand 2nd Formula. • Understanding it would take time to: • Teach internal colleagues (faculty) to watch for possible subjects (student/alumni) • Identify subjects whose story was compelling and willing to share • Prepare subjects for interviews • Capture imagery • Edit/Post/Share
- 9. Get Leadership To See the Value • Subjects were identified, prepped for copywriter, stories crafted. • Media conduits were identified and served up to determine if messages landed. • Messaging started getting traction, strategic metrics were provided to prove the value • 1st test=Lift Iowa (Business Record Women Audience‐inaugural launching) • 2nd test=College Blog (Mercy College e‐mail constituents) • Final test=Vital People Print Publication (Mercy College constituents)
- 10. PROCESS • Gave license to creative partners from the beginning • Directed Applied Art to identify “Best in Class for Video” • Allowed the creative team to stretch concept ideas • They guided me to consider how message would land
- 13. PRODUCTION Taking the time to nurture authentic relationships. • Used the developed messaging to get understanding of subjects • The crew built trust with the students during phone interviews • Shooting b‐roll first led to better rapport before conducting the interviews in the studio • Set up studio to mirror Reverent example • Created the “Element of Surprise” for subjects and captured on video for emphasis.
- 23. Behind the Scenes Clip – what you don’t see … • “Why Me?” “You’re the only one that can tell this story.” • Meeting Ashley’s ICU nurse, Sara, on the playground while filming “B‐roll” • Knowledge of Kate’s “cancer misdiagnosis” was uncovered by producers in the greenroom, “minutes before shooting her studio interview.”
- 26. Your turn … Group Project • Please look at the color of dot on your name tag • Share your own “Humanizing/Storytelling efforts of clients” in your group” • How have these messages landed? • What were your challenges? • Generate 3 questions that persuade someone to share their vulnerable story in the interest of others relating to their scenario. • Example: • What experiences led you here … • What about the reputation of this service/company appeals to you … • How do you think your story is different …
- 30. View Rate | YouTube ● View = watched for 30 seconds or more ● Used as a performance metric ● Companies can usually expect a 15% view rate for these advertisements ● Optimized each week based on the view rate for an increase of 288%. Starting View Rate (10/20‐11/2) 4.64% Post‐Optimization View Rate (11/3‐11/20) 18.03%
- 31. Optimized View Rate | YouTube Ashley Kate Brett Mercy College Advantage Views Impressions View Rate 2,402 10,670 16.68% 2,212 12,258 20.76% 3,997 30,975 16.86% 5,105 31,749 17.92% Optimized View Rates These are the view rates for the optimized in‐stream ads.
- 32. What does it mean? The video resonated so strongly with viewers, that over 6,000 decided to forego watching their intended video to finish an entire Mercy College Stories video. ● Stories are meaningful ● They successfully engaged a wide variety of audiences ● They are powerful enough to pull people back to the website. 13,716 users stay and watch that video ad for at least 30 seconds. 6,117 users stayed to watch the entire video.
- 34. Views | Facebook ● View = watched for 10 seconds or more ● Used as a performance metric ● Less time (compared to 30 second view), but more brand exposure ● Brand name and logo next to post ● Ashley’s story had the greatest engagement and social response 10 Second Views 50,207 30 Second Views 12,910 2,770 users stayed to watch the entire video.
- 35. Views | Facebook Brett’s Story ● Reached 45K people ● 22K views ● 18 shares ● 56 reactions ● 6 comments
- 36. Views | Facebook Ashley’s Story (original version) ● Oct 14 ‐ Nov 3 ● Reached 32K people ● 18K views ● 27 shares ● 72 reactions
- 37. Views | Facebook Ashley’s Optimized Story (trimmed version) Ran Nov 3 ‐ Nov 11 ● Reached 12K people (30K total) ● 9K views (27K total) ● 2 shares (29 total) ● 40 reactions (112 total)
- 38. Views | Facebook Kate’s Story ● Reached 36K people ● 25K views ● 1 shares ● 16 reactions
- 43. Analytics Before Blue Compass began running ads. After Blue Compass stopped running ads. Ashley ‐ 23 Views Kate ‐ 13 Views Brett ‐ 14 Views General ‐ 7 Views Ashley ‐ 47 Views Kate ‐ 25 Views Brett ‐ 49 Views General ‐ 22 Views
- 44. Questions?