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CIL2011: Innovative Marketing Tools and Strategies

   March 21st, 2011

Stacy Bruss and Nancy Allmang, NIST LibrariansStacy Bruss & Nancy Allmang, Reference Librarians, NIST

To help publicize the library and our services, we decided to create podcasts and dynamic presentations.

 

Creating Podcasts
Our first attempt was an audio podcast, with a voiceover reading a script using rotating images to provide a visual, saved in mpg4 format. Had trouble finding license-free music on a PC (Mac has Garageband, which has usage music installed). We used Sourceforge, but found that audio podcasts are okay, but people prefer video.

Next, we decided to go with video podcast.

We went with a video production company, but it ended up costing $5,000 and took 7 months. Plus, it didn't end up being a nice, short, informative podcasts - the production company ended up making it long, dry, and boring.

So NIST bought their own camera, microphone, and Macbook. They also built a camera dolly out of a bookcart so the picture was steady. NIST librarians took a free class at an Apple Store to find out how to do it, and then did it.

Tips for creating video podcasts

  • it's easiest to do audio voiceovers later, so focus on filming video
  • instersperse still images to make it interesting
  • limit videos to about 1 minute
  • save in two formats: .mov streaming, .mp4 for downloading

 

Creating Dynamic Presentations

PPTplex - plugin for powerpoint 2007/10 to allow "zooming presentations" - allows you to easily create moving and dynamic presentations, and repeat words and images without making it look like you're repeating yourself. Another tool for zooming presentations is Prezi.com

Ways to use digital presentations

  • Use this to make static presentations dynamic
  • Conference posters online - make them static and text-heavy, and people with interest will read them
  • Digital display - LCD display uses graphics and colors and attracts more attention, so much better than an LED board
  • Use video in new employee orientation - videos can show more than pictures or words can convey

Optimal length to display a slide is 7 seconds - that is how long it takes for someone to walk by the NIST display. Time yours so it flips during someone's walk-by, so they see that it changes.

NIST staff researched available displays, and chose one that would support PowerPoint, so staff didn't have to learn new proprietary software

 

Ideas for the future

Integrating looping video (showing a screencast on how to do something, because people understand how to follow a mouse, and don't require sound)

Marketing the same information using all your marketing channel - not every patron is exposed to every channel This allows you to repurpose your content.
You should also repeat marketing messages, because people forget

Another fun way to make video presentations is using Xtra Normal - all you do is type a script, and it creates the video for you - it's attention-grabbing because it's fun, and makes the information more noticeable (it's easy and fun)




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