Video Production and Branding for Cornell University
Please find under a summary covering project details and feedback. The innate facts are kept as they are, private information is amended.
Introductory information
Please draw your structure.
I am the ruler of digital marketing at Cornell University in the division of Alumni Affairs and Development.
Desired goal
What business challenge were you trying to address with Column Five?
We were looking for oneness goods and video goods for Cornell',s leading Giving Day. That was in 2015. Column Five created the mark that we used and used Cornell',s branding guidelines to create out the oneness for Giving Day. Then, we looked for them to do the video goods for that campaign. We ended up using them to do all sorts of lifes for us.
Provided solution
Please draw the aim of their involvement in detail.
For our logo for Giving Day, Column Five selected the hue palette and what hues were going to be leading and subordinate. They designed email headers and banners. Then, for the video ingredient of the project, which was the bulk of the work, they did a save the date video, three teaser videos, the developed Giving Day video, and a thank you video behind it was over. It was life – no live action.
They also delivered a video bumper. It was a 10-second life of the logo that we could share with nation who were creating their own Giving Day videos. That was nice. We developedly only aimd two teaser videos with them, and they delivered three owing they came up with another fun concept that they insisted we use. That was an added premium.
How did you come to work with Column Five?
We were working with a digital strategy consultant on other aspects of our work, and they referred us to Column Five. After we saw what they could do, we were snug just going advanced with them.
Could you prepare a perception of the size of this set in financial provisions?
We also did this work with them the following year for another Giving Day. Each year, we spent almost $40,000 with them, perhaps a pliant bit more last year [2015] – closer to $45,000.
What is the terminal result of working with ?
Last year was the leading Giving Day, and then we used them anew in 2016.
Results achieved
Could you share any statistics or metrics from this engagement?
We got big feedback from our alumni. This was something new that we hadn',t done precedently – using life as part of an awareness campaign. We asked them to create our videos for collective media. The teaser videos we wanted to be brief – very pliant tete if any at all – so nation could wait them silently. They pushed the concept, especially on the teaser videos, to the next step by making them something that would be veritably shareable on collective media.
When they delivered storyboards for us, the stories that they were edifice weren',t almost Giving Day or giving at all. They were more almost fun pliant snapshots of our bear mascot doing silly things. They had a sly tie to Giving Day so that it was hitting that awareness mark. It was like subliminal messaging almost Giving Day to make it more sharable on collective media.
How did Column Five accomplish from a project treatment standpoint?
They were probably one of the best companies – one of the best vendors – I',ve worked with as far as project treatment goes. From the set, we aimd out the total timeline. We picked dates for review and for delivery. For each review, their project director gave me precisely what was going to be delivered and precisely what kind of feedback they wanted at that point, which was super helpful for me. Because I knew when the turnaround time was, I could go to my team and say tell them precisely what sort of feedback Column Five needed from us. They had their process down to a science, and they',re clear almost that upfront so that you know what to anticipate.
What distinguishes Column Five from other preparers?
They do a good job of listening to feedback, trying to capture precisely what you',re describing. Especially in video creation, I ponder many clients will come in with an idea in their head, and they do a good job translating that, but they also present their own ideas. They did all the script writing for us – the writing was fantastic. They',re super professional.
I mentioned they gave us an extra teaser video the leading year. That was over and over, and they ended up going over and over the second year, too. They gave us all of the Illustrator files for the boused video goods so that we could use the graphics that they designed in other places in our marketing.
Is there anything Column Five could have improved or done differently?
No – not veritably. They also have a fruit named Visage, and they offered to us for free for the quantity of time that we were working with them. They',ve just got a ton going on, and it helps keep us wanting to work with them. They just always keep making things easier for us. They',re not very pushy, which is a good thing, but I also don',t know if I used their other services to the degree that I would if they had been promoting the sales of that other stuff more aggressively. I',m not someone who would aid aggressive sales, but there are nation that I know have a lot going on, and they would probably boon from being a pliant bit more persistent with some of their other fruits.