PROJECT SCOPE
SITUATION
Silvies River Charter School is a hybrid school that combines in school teaching with online schooling. Over the past few years they have received a consistent flow of more student enrollment and were in the need of a consistent source of high quality teachers to keep up with enrollment.
OPPORTUNITY
Silvies has the structure and capability to offer teachers some benefits that many public schools are not able to provide their staff. Some of these benefits include: schedule flexibility, work environment, subject flexibility and personalized learning. These four benefits were the main key points that we were going to leverage to attract new teachers and applications.
PROBLEM
Silvies had found that in the case of many of the qualified teacher, they had trouble convincing them to break away from the traditional mindset of teaching in public schools to apply at a hybrid like Silvies River Charter School.
GOAL
In Gear Marketing’s goal was to produce a Video Marketing Strategy to increase the number of qualified teacher applications. In order to accomplish this goal Define Motion was to produce a series of videos and distribution campaigns to lead potential teachers to apply to Silvies River Charter School.
PROJECT VIDEOS
Social, Website & 4-5 Min Funnel Videos
STRATEGY
Video Production
Social Video: Define Motion was to produce a round of four social edits to highlight four key benefits Teachers receive working at Silvies. These videos were to be used to encourage viewers to visit website landing page.
Website Video: Define Motion was to produce a single website videos to be used on a landing page to and encourage landing page visitors to take the next step and apply to open positions.
Marketing Funnel Video: Define Motion was to produce multiple longer video edits that are used to re-market to viewers that have showed interested in Silvies but haven’t applied yet.
Distribution and Marketing
Distribution and Marketing: Define Motion was to create and manage the distribution and marketing for Silvies new marketing videos
STEPS:
- Research and identify target market.
- Indicate which distribution platforms to use to reach our target market.
- Develop landing page that engages visitors and leads them to apply to work at Silvies.
- Utilize newly produced video to advertise to target market and lead them to landing page.
- Continue to modify ads and landing page to improve results dependent on the analytics.
THE SOLUTION
EXECUTION
With a strong strategy in hand, Define Motion was prepared to produce new marketing videos and manage the distribution campaign for Silvies River Charter School.
Video Production
With the number of videos to be produce and the multiple locations from Portland to Burns Oregon, this was an eight Day shoot with some additional days of travel. Our primary focus was to ensure we captured good interviews that would connect with a viewer and encourage them to act. Based off of what was said in the interviews, we would capture B-roll that would help visualize what the was being said and keep the viewers attention.
Content Produced
Define Motion Produced the following videos for Silvies River Charter School to highlight four key focal points (Schedule Flexibility, Work Environment, Personalized Learning and Subject Flexibility).
- Website video to cover all four key focal points (2-3 Minutes)
- Social video to cover Schedule Flexibility (15-30 Seconds)
- Social video to cover Work Environment (15-30 Seconds)
- Social video to cover Personalized Learning (15-30 Seconds)
- Social video to cover Subject Flexibility (15-30 Seconds)
- Funnel video to cover more in-depth Schedule Flexibility (4-5 Minutes)
- Funnel video to cover more in-depth Work Environment (4-5 Minutes)
Distribution and Marketing
Define Motion created advertising campaigns on Facebook, Linked In and Youtube. Each of these campaigns were continually monitored and improved based of the analytics we received to increase traffic to Silvies career opportunities landing page.
Define Motion also built out and manages Silvies career opportunities landing page to optimize it for more applications and more leads. Based off of the reports that Define Motion managed, this page was also continually optimized to increase leads and applications.
SCHEDULE FLEXIBILITY
Used on Social Media platforms to push viewers to the Job Opportunity landing page.
