Video has a lot of uses, but virtually every organization that uses online video posts it to their own Web site. While adding video is a great way to spruce up and contemporize just about any Web site, when an organization initiates a Web site update and new video strategy at the same time, it naturally leads to an integrated impression across all the elements. It’s a key aspect of our Marketing Strategy services.
We’ve been so impressed with how our client the Society of Former Special Agents of the FBI has made use of this insight. Their new Web site debuted recently with fully integrated video:
The front page has a video that MiniMatters produced with a welcome to every visitor from the Society’s president. The Web site’s “Foundation” page also has a video we made in which a member talks in a personal way about the scholarship program. The Society’s plan includes posting new videos on a regular basis to keep their Web site fresh, as well as announcing the videos via email blasts.
In this case, video strategy really drove the Society’s entire Web strategy, with the tremendous response they got from a video email campaign in 2010 the inspiration for using more video on the site.
Even their old site was better after they added video:
But the new site is much, much more interactive. It suits the Society’s emerging sense of itself as a dynamic, relevant organization whose Foundation changes people’s lives.