How to Create an Animated Marketing Video for Your Housing Association

by Super Motion | May 24, 2024 | Production Tips

Animated marketing videos have become a linchpin in the Housing Association sector, offering a vibrant and versatile way to engage prospective residents with the unique values and community ethos your Association embodies. With the potential to simplify complex messages and evoke emotion, animation can be the storyteller you need to connect with your audience.

But the art of creating an impactful marketing animation is more than just motion and colour – strategic storytelling and technical precision are equally crucial. In this comprehensive guide tailored for Housing Association Marketing Managers, we unveil the steps to creating an animated marketing video that resonates with your community and prospective residents.

Concept Development

Aligning Themes with Community Values

The foundation of impactful animation begins with a concept that not only highlights the tangible aspects of your Housing Association but also resonates with the community’s core values. To start, ask yourself, ‘What makes our community unique?’ Is it the sustainable practices, the sense of inclusivity, or the focus on family life? Your animation should reflect and amplify these qualities.

Here’s where to start:

• Mind Map Your Themes: Gather your team and map out the themes that align with the values of your communities, and how your homes and initiatives support these values.
• Gathering Materials: Collect materials or references that reflect the chosen theme.

Scriptwriting Tips

Crafting a Story that Resonates

A good script is the backbone of an effective marketing video. Your narrative should be emotionally compelling, creative, and concise, capturing the essence of your community in a way that resonates with viewers.

To script a standout animation:

• Know Your Audience: Profile the typical resident – what are their values, fears, and aspirations?
• Highlight Features: List key benefits of your homes and community services that could be integrated into the story.

Choosing Animation Styles

Finding the Right Visual Identity

The animation style should complement your message and appeal to your demographic.

Here’s a quick overview of popular animation styles:

• 2D Traditional: Versatile and cost-effective, suitable for narrative-driven content.
• 3D Animation: Offers depth and realism, ideal for showcasing architectural features.
• Stop-Motion: Aesthetically pleasing, it can give a tangible feel to abstract concepts.

Storyboarding

Illustrating Your Narrative Frame by Frame

A storyboard visually lays out your script, providing a clear understanding of the animation’s narrative flow and key visuals.

Follow these steps to storyboard:

• Sketch Key Scenes: Create simple sketches of the most pivotal moments in your script.
• Consider Pacing: Arrange the scenes to maintain a smooth and engaging visual flow.

Voiceover and Music Selection

Enhancing Emotional Connection

The right voiceover and music can set the mood and enhance the emotional appeal of your video.

Ensure that:

• The Voice Fits the Brand: Choose a voice that embodies the values and tone of your Housing Association.
• Music Matters: Select a soundtrack that mirrors the narrative arc and intended emotional response of viewers.

Animation Tools and Software

Equipping Yourself for Visuals

Today, there are a large range of user-friendly animation tools available.

Some great animation software tools include:

• Adobe After Effects: The industry standard for motion graphics and visual effects.
• Toon Boom Harmony: A powerful 2D animation package used in a range of productions.
• Blender: An open-source 3D creation suite with a robust set of tools.

Integrating Brand Elements

Making Your Mark Without Overpowering

Your branding elements should be seamlessly integrated into the animation, reinforcing the association’s identity without overwhelming the content.

To reinforce your branding:

• Use Colours Wisely: Employ a colour scheme that is consistent with your branding but also harmonious with the animation’s overall palette.
• Incorporate Logos Creatively: Ensure your logo is prominently displayed but not obtrusive.

Distribution Strategies

Getting Your Video Seen

Creating a superb animation is just the beginning. You need to share it with the world.

To maximise distribution:

• Utilise Social Media: Share your video across platforms where your target audience is most active.
• Leverage SEO: Optimise your video’s title, tags, and description to increase visibility in search.
• Consider Email Marketing: Use your subscriber list to share your content directly with interested parties.

Measuring Impact

Analysing the Reception of Your Video

Understanding how your animated video is performing is crucial for refining your future content strategies.

To measure the impact:

• Track View Counts: How many times has your video been viewed?
• Monitor Engagement: Look at likes, comments, and shares to gauge audience response.
• Survey the Audience: Collect feedback to understand the sentiment and gather insights for improvement.

Seeking Further Guidance?

Still not sure where to begin with animated video marketing for your Housing Association? Book a free 30-minute strategy call with Super Motion. Our video production experts can help guide you through the process, from ideation to distribution.

Creating a marketing video for your Housing Association is more than just a technical process; it’s a chance to tell the world about the vibrant, community-centric place you’ve built. Don’t miss out on the opportunity to connect with potential residents in a medium that can truly bring your vision to life.

Ready to put your community in motion? Contact Super Motion today.

Mastering the Art of Shooting Corporate Videos for Your Housing Association

by Super Motion | May 10, 2024 | Production Tips

Your Housing Association has an impactful story, and a well-crafted corporate video is the canvas on which it is painted for the world to see. But how do you ensure that your message resonates with professionalism and power? In this comprehensive guide, you’ll learn how to shoot corporate videos that captivate your audience and further the mission of your housing projects.

Pre-Production Planning

Crafting Compelling Stories

Before you even think about picking up a camera, you need to identify what your video is about. Start by asking yourself, “What’s the core message, and what are we trying to achieve?” Is it showcasing the refurbishment of local properties or maybe highlighting community-building efforts?

Writing the Perfect Script

Every good video begins with a great script. Focus on keeping the message clear, simple, and aligned with the values of your association. Avoid jargon; opt for words that a 13-year-old could understand. Remember, a well-crafted message reflects the professionalism and sincerity of your association.

Scouting Locations

Location scouting is vital. Look for spots that have relevance to your message and provide visual interest. Within housing projects, common spaces, before-and-after property shots, and community areas can tell a powerful story. Ensure all the required permissions are secured in advance.

Production Techniques

Lighting Essentials

Proper lighting is the difference between a dull video and a dynamic one. For indoor shoots, utilise natural light augmented with soft artificial light sources. Outdoors, shoot during the ‘golden hour’ — which is the time of day that offers the most flattering natural light, typically an hour after sunrise or an hour before sunset. Position your subjects with light sources in mind, aiming for clarity and warmth.

Camera Choices

Your camera choice doesn’t have to break the bank, but it should offer at least 1080p resolution for crisp image quality. A good DSLR or mirrorless camera paired with a versatile lens can offer great results without overwhelming you with technical specifications.

Sound Quality

Solid sound is as important as clear visuals. Invest in a good directional microphone to capture dialogue and reduce ambient noise. Always monitor levels while shooting and consider using lavalier mics for interviews. Remember, echo is the enemy, so soft furnishings can make a bare room sound more professional.

Post-Production

Basic Editing Techniques

Your goal in editing should be to maintain narrative flow and viewer engagement. Simple transitions, clear sequences, and a good pace keep the story moving without distractions. Keep footage organised and create a rough cut before fine-tuning with more advanced techniques.

Subtitles and Graphics

Subtitles increase accessibility and viewer engagement, especially on social media. Use graphics sparingly but effectively to emphasise key points and provide context. Every addition should point back to the central narrative and the goals you identified in pre-production.

Musical Touches

Music sets the mood and can elevate your video to an emotional level that resonates with your audience. Choose licensed tracks that align with the message and tone of your video. Services like Artlist or Epidemic Sound offer a wide range of music with subscription plans available.

Distribution Strategy

Sharing on the Right Platforms

Your video needs to meet your audience where they are. For internal communications, an embedded video in a newsletter might suffice. For the public, use platforms like YouTube and Vimeo with strong SEO practices to ensure your message reaches the maximum number of people.

Measuring Success and Feedback

After sharing your video, it’s critical to measure its impact. Engagement metrics like watch time, shares, and comments can tell you how your video is performing. Don’t forget to gather direct feedback through surveys and user comments, which can provide invaluable insights for future projects.

Book a Free 30-Minute Strategy Call with Super Motion

Ready to take your corporate video strategy to the next level? Book a free 30-minute strategy call with Super Motion and discover how our expert team can help you create videos that inspire action. Whether you need advice on storyboarding, production, or distribution, we’re here to guide you through the process. Your next corporate video could be the spark that ignites real change – don’t wait to make it happen.

By following these guidelines, you’re well on your way to producing corporate videos that not only reflect the professionalism of your association but also touch the hearts and minds of your audience, driving engagement and action. Start planning today, and watch as your Housing Association’s story unfolds on screen in a way that’s truly unforgettable.

Mastering the Art of Educational Video Script Writing for Housing Associations

by Super Motion | Apr 26, 2024 | Production Tips

The Power of Educational Videos in Housing Associations

Before we deep-dive into scriptwriting, it’s important to understand the why behind educational video content. Video has the power to connect with your tenants on a more personal level. It can simplify intricate topics like tenancy agreements or neighbourhood initiatives, making them more palatable and easier to understand.

Why Choose Video?

• Accessibility: Video is accessible, especially where people have different learning styles and needs.
• Engagement: It has the potential to captivate and sustain attention, fostering deeper connections.
• Reach: It expands your reach, drawing in diverse audience segments with content that they can relate to.

Understanding Your Audience

In order to craft a compelling educational video, you need to know who you’re talking to. Housing Associations cater to a wide array of individuals and families, including those from various demographic backgrounds and income levels. Your script should reflect this diversity while maintaining a unified voice and message.

Tips on Identifying Tenant Needs

• Conduct Surveys: Anonymous surveys can provide insights into what tenants would like to know more about.
• Personal Interviews: Speaking to a diverse group of tenants can reveal common questions and concerns.
• Analyse Data: Demographic data and social profiles can help build a picture of your tenant base.

Crafting Your Key Messages

Educational video scripts need to be informative yet engaging. They should focus on key areas that are relevant to your tenants. In the context of Housing Associations, this could include everything from explaining rental processes to highlighting community-friendly practices.

Finding the Right Tone

• Community Centric: The script should reflect the association’s commitment to building a strong community.
• Empowerment: Messages should be crafted to reinforce tenants’ sense of agency and power in their housing situation.
• Reassurance: Addressing concerns such as rent control or safety measures can offer reassurance.

Visual Storytelling

In Housing Associations, the stories you tell are as important as the facts you present. Real-life tenant stories can provide that crucial connection, and your script should include provisions for sharing these while respecting privacy and consent.

Obtaining and Using Stories

• Permission First: Always obtain written consent before using a tenant’s story.
• Anonymity and Discretion: Ensure that stories change enough of the details to maintain the individual’s privacy.
• Relevance: The stories should be relatable and support key educational points.

Marketing Strategies for Video Distribution

A great script is just the beginning. You need to get it in front of your audience. Digital marketing has opened up a great number of avenues for Housing Associations, from social media to email campaigns.

Leveraging Digital Platforms

• SEO Optimisation: Ensure your video ranks well on search engines for housing-related queries.
• Social Media Campaigns: Use targeted campaigns to reach specific tenant groups with your video content.
• Email Newsletters: Videos in email newsletters can update tenants and create anticipation for new content.

Collaboration Is Key

No Housing Association stands alone. Your script should include sections that emphasise collaboration with local businesses, governments, and non-profits, demonstrating a united effort towards community uplift.

The Power of Allies

• Corporate Partnerships: Highlight corporations that offer support or housing benefits to tenants.
• Government Relations: Make sure to include government initiatives that affect or can aid tenants.
• Non-Profit Initiatives: Shed light on non-profits within the housing space providing value to your tenant community.

Crafting a Compelling Call to Action

After engaging your audience, the next vital step is to spur them into action. This could be as simple as participating in a community event or as significant as taking part in a housing seminar.

Making it Count

• Clear and Direct: Your call to action should leave no room for ambiguity. It should be clear what you want the audience to do next.
• Community Building: Encourage activities that bring people together and strengthen your sense of community.
• Measurable: Create a call to action that can be measured, so you can assess the effectiveness of your video.