Video has become an important component of marketing because it resonates with people in way that words on a page or computer screen simply can't. The images and audio are other expressions of our brand to our customers. Therefore, consistency remains critical. Below are type treatment examples to leverage for supers, subtitles and title cards.
Start with defining your goal for the video. This goal will act as your ‘north star’ and all content should ladder up to it.
Establish a clearly defined audience: By answering the question of who this video is for, it will help to guide what you want their main takeaway to be in the single main idea. The more specific the audience, the more meaningful the single main idea can be tailored to their needs.
Write down the video’s ‘single main idea’. What is the one main point that the audience should take away from your video? Keep this idea-focused and high-level. You should be able to articulate the single main idea in one sentence. (e.g. By registering for this webinar, customers will learn how to save money and increase productivity.)
Video development
Develop a storyboard and any scripts for brand review prior to developing the video.
Video intro should be no longer than 5 seconds. Keep in mind if the video is meant for pre-roll on other videos (think YouTube), that the first 5 seconds need to hook the viewer or share the single main idea upfront since that is all some viewers will see.
Keep it short and simple. Focus on clarity - you want to communicate a couple of simple ideas in ways that viewers will remember.
Lead the viewer to an action. Create a short Call-To-Action (CTA). What is it that you want the audience to do? (e.g. register for a webinar, download a piece of content, visit a landing page)
Convey a clear, customer-focused message. Make sure the video clearly and concisely tells the audience how completing the CTA will positively impact them (e.g. Why should they register for the webinar? What will they gain?) Focus less on Pinnacol and more on how the audience will benefit.
Branding and design
Include title cards, end card and subtitles. Consult the section above for branding guidelines on these pieces.
Employee names and titles - consult the section above for branding guidelines.
Fonts - ensure the approved brand fonts are being used.
Logos - use the standard Pinnacol Assurance logo if the audience is current policyholders. Use the workers’ comp version of the logo for non-policyholder audiences.
Icons - All of our approved icons can be found in Brandfolder.
Imagery - review the approved selection of images in Brandfolder. If additional imagery is needed, take a look at the below tips on what to look for and avoid in imagery selection. More imagery selection tips and examples can be found here.
Look for:
Imagery that looks as if it’s based in Colorado.
Authentic and candid photographs of real people, as opposed to overly smiling and laughing.
People in action or in motion—not looking directly at the camera.
Scenes that give a sense of place.
Try to avoid:
Subjects looking directly at the camera.
Subjects that are pointing — at anything.
Including background references that don’t look like Colorado. We’re based in Colorado and focused on Colorado, after all.
