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.