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August Luncheon: Boosting Your Communications Strategy with Video

August Luncheon: Boosting Your Communications Strategy with Video

The August Luncheon at Rothchild Catering and Conference Center served as the first meeting of the 2019-2020 board term. Jessica Gutman, the new board president, welcomed everyone to the luncheon and introduced Jenny Woodbery, Digital Media Specialist – Oak Ridge National Laboratory.

Woodbery graduated from the University of Tennessee in 2009 with a double major in journalism and political science. She worked as an intern at Knox News Sentinel during college before eventually being hired on to the editorial staff. It was here that she began working on her knowledge of video. She had to learn how to make a video that was unique from the article accompanying it, a skill that is now an integral part of her career.

After working at the Knox News Sentinel, Woodbery went on to manage communications at both the Min H. Koa Department of Electrical Engineering and Computer Science – UTK, as well as the Knoxville Chamber. She eventually began working at Oak Ridge National Laboratory in 2015.

Musts of Short Videos

During her presentation, Woodbery touches on the musts of using short videos to complement existing communications strategies. A few easy ways that she does this in her every day work is by creating short videos that will typically accompany press

releases and featured stories. With such a technical subject matter and a science-based audience, these videos are an excellent way for the public to engage with ORNL’s stories. She also incorporates these videos on the website and social media channels. These have been picked up by national and even global news outlets in the past.

After covering how to integrate videos with current communications plan, Woodbery begins discussing what types of videos have worked for her. She most often uses videos of “talking heads” in the ORNL community. These often consist of an interview and b-roll (or supplemental footage) cut together into a short, informative video. She suggests not scripting these interviews, but let the interviewee speak naturally.

The second type of video that Woodbery covers is the text-heavy explainer video. It should typically stay under a minute and third seconds long, and display text over a mixture of photos and videos. These videos are great for social sharing, since the text captions mean that the video can be watched and understood without sound.

Lastly, Woodbery covers the videos that she calls “just for fun.” With these, she takes inspiration from what she consumes on social. While these videos can be “just for fun,” it is important for them to have a meaningful impact and tie back to the overall mission. She started a #SoothingScience series on ORNL’s social channels, which have been wildly successful.

Shooting and Posting Video

When beginning to shoot and create videos, Woodbery has a few suggestions. The first of which is – make sure the story merits a video. Are there good visuals?  When it comes to shooting the video, she suggests experimenting with angles, get plenty of b-roll shots, and never be afraid to ask someone to do that again. She even suggests that “people get better the more takes they do.” For posting videos, Woodbery’s first rule is to always post natively from your own social media account to reap all of the benefits. For social media and websites, skip the video introductions. This is a great way to lose viewer retention. Lastly, be mindful of the length of your video. Each social media platform has a preferred length for videos, anywhere between 1 to 3 minutes.

Before wrapping up her presentation, Woodbery quickly covers the tools that she uses to master her video communications. She stresses that these items do not have to be expensive. Editing software is obviously an important video tool and she uses Final Cut Pro for all of her own videos, but Adobe Premier is another option. Woodbery suggests investing in equipment, such as tripods and microphones, to help get better quality video. Lastly, she suggests utilizing exiting footage. She often reuses b-roll video, photos and stock music.

Upcoming Luncheon

The American Marketing Association Knoxville will be back next month for the September Luncheon: Marketing from the Mountaintops, featuring Erica Moore. As the Marketing and Public Relations Manager for Anakeesta, she will cover how to stay relevant in a competitive environment while planning for future growth.

Photos courtesy of Colby’s Photography

AMA Knoxville Member Spotlight: Lee Hume

AMA Knoxville Member Spotlight: Lee Hume

NAME: Lee Hume

COMPANY: The University of Tennessee

TITLE: Senior Art Director

WHAT DOES YOUR COMPANY DO?
We help students reach their goals.

WHY DO YOU LIKE WORKING THERE?
My colleagues, the students, and the mission.

HOW LONG HAVE YOU BEEN IN THAT JOB?
35 years.

HOW LONG HAVE YOU BEEN A MEMBER OF AMA KNOXVILLE?
3 years.

WHY DID YOU JOIN/RENEW?
Great colleagues and excellent programs.

WHAT ARE YOU HOPING TO GET OUT OF YOUR AMA KNOXVILLE MEMBERSHIP?
Networking and making new connections.

WHAT IS YOUR FAVORITE TYPE OF CLIENT?
One that is enthusiastic, excited, collaborative, and wants to explore new ideas.

WHAT DO YOU FIND BEST ABOUT DOING BUSINESS IN KNOXVILLE?
The small “big town”, personal, “can do” attitude that prevails throughout the business community. They always light up when they know they may get a UT job.

WHAT IS YOUR FAVORITE PAST TIME?
Family and home improvement.

DO YOU READ, WATCH MOVIES, OR TV AND IF SO WHAT ARE YOUR FAVORITES?
Enjoy reading. One of my favorite authors is Dan Brown. Especially liked The Da Vinci Code and Origin. Also enjoyed Unbroken by Laura Hillenbrand. Currently reading Nelson DeMille’s The Cuban Affair.

A Message from AMA Knoxville President Jess Gutman

A Message from AMA Knoxville President Jess Gutman


We’ve come a long way over the past 30 years. 

2002-2003 Board of Directors meeting. Yeah, it’s not 30 years ago, but it’s the oldest board meeting photo I could find!

The Knoxville chapter of the American Marketing Association officially joined the AMA network in 1989, and since then we have served as the trusted resource in advancing the art, science and practice of marketing in our region. 

AMA Knoxville not only provides area marketers the chance to grow professionally and build invaluable relationships, we work to further the industry in our community by investing in marketing students at the University of Tennessee. 

And we’ve done a pretty great job!

The Eagle Endowment for Marketing Education, formed by our chapter in 1990 (yeah, it’s older than me), has grown to over $390,000, and more than $100,000 in scholarships have been awarded to date. It’s the largest endowment of its kind in the nation, across all AMA chapters. 

But, we’re not slowing down any time soon. If anything, we’re prepared to take this chapter to the next level and continue to invest in the marketing community any way that we can. I’ve got an incredible team supporting me for my term as president, and their individual – as well as combined – talents will do wonders for our chapter. 

This year, I wanted to establish a common goal and theme for AMA Knoxville’s board, volunteers and members to rally behind. Something that pushes us all in the same direction, combining our efforts to make serious moves in our community. 

ADVANCE: to move forward in a purposeful way and to make progress

This definition is significant in two primary ways. As an organization, AMA Knoxville advances the marketing industry, and local marketers can advance in their careers through involvement with the AMA. Everything that we strive to accomplish during my term – through programming, membership engagement and community involvement – will be done in a progressive and purposeful way.

My goal is to shake things up a bit and advance this chapter and its impact on the marketing industry in East Tennessee. I hope you’ll join me in doing so. 

If you want to become involved with AMA Knoxville in any way, please reach out to me at president@amaknoxville.com or meet up with me at our first monthly luncheon of the year. I’d love to get you plugged into this amazing community. 

Best Regards,

Jess Gutman, AMA Knoxville President

Volunteer Spotlight: Sharon Sivley

Volunteer Spotlight: Sharon Sivley

NAME: Sharon Sivley

COMPANY: Hampton Inn & Suites Knoxville Papermill

TITLE: Sales Manager

WEBSITE: Hampton Inn & Suites Knoxville Papermill

SOCIAL MEDIA:
Facebook
LinkedIn
Instagram

HOW LONG HAVE YOU BEEN IN YOUR PRESENT JOB?

2 years

WHAT DO YOU FIND TO BE THE BEST PART OF WORKING IN KNOXVILLE?

With my job I get to experience so many different parts of Knoxville and meet a lot of amazing people. It’s a unique place to live and work.

HOW LONG HAVE YOU BEEN VOLUNTEERING WITH AMA KNOXVILLE? 

2 years.

WHAT DO YOU DO AS A VOLUNTEER WITH AMA KNOXVILLE?

Assist with event registration.

WHAT DO YOU LIKE MOST ABOUT VOLUNTEERING WITH AMA KNOXVILLE?

The opportunity to meet all the great people that come to the meetings.

WHAT IS YOUR FAVORITE PAST TIME?

I manage my son’s Club & High School soccer team, so I enjoy watching him play!

DO YOU READ, WATCH MOVIES, OR TV AND IF SO WHAT ARE YOUR FAVORITES?

I do enjoy reading but it’s mostly when I’m relaxing in the sun somewhere. I enjoy watching Outlander and Chicago Med, Fire & PD.

 

AMA Knoxville June Luncheon: Maximizing Your Marketing Budget

AMA Knoxville June Luncheon: Maximizing Your Marketing Budget

At the AMA Knoxville June Luncheon, Dr. Todd White discussed the wildly popular brewing industry. As president of The Brewing + Distilling Center, he shared his knowledge of how small breweries can fully utilize their “shoestring budgets” to maximize their impact in the ever-expanding market.

After starting out in the veterinary field, Dr. White decided to tackle a new career. In 2008, he opened a craft beer department in The Market in Maryville, TN. This was one of the first, if not the first, craft brew store in East Tennessee. After meeting Marty, the pioneer of the Smoky Mountain Brewery chain, Dr. White began to entertain the idea of opening his own brewing education school. In 2013, he was finally able to convince South College to work with him on a brewing education course. This eventually led to him opening the Brewing + Distilling Center, which is a trade school and professional certification program.

The Brewing Industry

When diving into the history of the brew industry, Dr. White shared enlightening numbers on the history of brewery economics. In 1873, there were over 4,000 breweries in the United States. A century later in 1978, there were only 89 due to prohibition. The brewing industry has been steadily increasing ever since. As of 2018, there were over 7,000 craft breweries in the United States. Ninety-nine of those are in Tennessee, with 20 alone being in the Knoxville area.

These breweries have had a huge impact on the Knoxville area. It has created $1.14 million dollars of revenue in Tennessee alone. In Knoxville, it has created roughly 195 jobs and created $7.9 million dollars in wages and benefits. Sales and output of all breweries in Knox, Blount and Anderson counties totals a whopping $43.7 million dollars.

Knoxville Brewery Marketing Strategies

Despite these big numbers, most craft breweries are small businesses with even smaller budgets. A case study of the craft beer industry in Knoxville revealed some valuable information about the marketing strategies of these businesses. Since most of them are on a small budget, they will have non-traditional marketing and their overall strategy will not be defined.

Most craft breweries strongly utilize social media as a low-cost way to promote their new beers, events and collaborations. Dr. White suggests that it is important that all posts be positive in nature, avoiding “edgy or controversial” content. He notes that craft beer has become mainstream and that these tactics do not resonate with the general public.

The most important things that craft breweries will spend money on are logos, trademarks, and label imagery. Almost as important, craft breweries will spend money on merchandise for customers to wear. These items are to serve as promotional marketing in the community, not to create profit for the business. Beer events are also an important aspect of the craft brewery marketing plan. These events help build relationships with the community, promote their name and product and lastly, but not any less important, support causes in the community.

With small budgets, it is important to pitch small projects at a time. It would be better to spend $400 for a two-week campaign instead of a $5,000 campaign for the entire year. Developing relationships with the brewer and understanding their customers is a must for a successful experience. By working with all of these things in mind, the marketing budget will grow and allow the brewery to further expand.

Wrap Up

To wrap up the June Luncheon, AMA Knoxville presented a children’s book that will be donated to the Leaders for Readers program in honor of Dr. White. Also, a special presentation was made in honor of the last luncheon under the current board. On behalf of AMA Knoxville, President-Elect Jessica Gutman gifted current President Erica Coffey with a limited-edition Patricia Nash Designs handbag in gratitude of a fantastic year of leadership. This python-inspired tote benefits the new Amphibian and Reptile Center at Zoo Knoxville.

Photos courtesy of Colby’s Photography

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