let me tell you about Nicole this past spring she was a high school
this past spring she was a high school
this past spring she was a high school senior with a big decision to make not
senior with a big decision to make not
senior with a big decision to make not where to go for spring break but rather
where to go for spring break but rather
where to go for spring break but rather which college to go to this fall Nicole
which college to go to this fall Nicole
which college to go to this fall Nicole had been accepted at three different
had been accepted at three different
had been accepted at three different colleges all of them good schools so she
colleges all of them good schools so she
colleges all of them good schools so she had to decide where to spend the next
had to decide where to spend the next
had to decide where to spend the next four years of her life and a big chunk
four years of her life and a big chunk
four years of her life and a big chunk of her parents money I’d like to show
of her parents money I’d like to show
of her parents money I’d like to show you how something called a personalized
you how something called a personalized
you how something called a personalized video help Nicole decide full disclosure
video help Nicole decide full disclosure
video help Nicole decide full disclosure I’ve never actually met Nicole
I’ve never actually met Nicole
I’ve never actually met Nicole but we do know a lot about her because
but we do know a lot about her because
but we do know a lot about her because of some data for example we know what
of some data for example we know what
of some data for example we know what major she’s interested in what
major she’s interested in what
major she’s interested in what activities she’s into whether she’d like
activities she’s into whether she’d like
activities she’s into whether she’d like to play college sports even whether she
to play college sports even whether she
to play college sports even whether she plans to live on campus or commute
plans to live on campus or commute
plans to live on campus or commute we know all that because she told us
we know all that because she told us
we know all that because she told us when she applied you can imagine that
when she applied you can imagine that
when she applied you can imagine that accepted students like Nicole get
accepted students like Nicole get
accepted students like Nicole get bombarded with promotional messages from
bombarded with promotional messages from
bombarded with promotional messages from schools telling her how wonderful the
schools telling her how wonderful the
schools telling her how wonderful the teachers are how beautiful the campus is
teachers are how beautiful the campus is
teachers are how beautiful the campus is how many lifelong friends she’ll make
how many lifelong friends she’ll make
how many lifelong friends she’ll make while she’s there but for those three
while she’s there but for those three
while she’s there but for those three schools who all want Nicole there’s a
schools who all want Nicole there’s a
schools who all want Nicole there’s a big problem those messages are exactly
big problem those messages are exactly
big problem those messages are exactly the same for every student they’re
the same for every student they’re
the same for every student they’re generic so they may not feel personally
generic so they may not feel personally
generic so they may not feel personally meaningful to her in a world where all
meaningful to her in a world where all
meaningful to her in a world where all of us are assaulted by thousands of
of us are assaulted by thousands of
of us are assaulted by thousands of marketing messages every day we cope by
marketing messages every day we cope by
marketing messages every day we cope by filtering out everything that doesn’t
filtering out everything that doesn’t
filtering out everything that doesn’t apply directly to us for millenials and
apply directly to us for millenials and
apply directly to us for millenials and post Millennials like Nicole the mass
post Millennials like Nicole the mass
post Millennials like Nicole the mass marketing model one message too many
marketing model one message too many
marketing model one message too many just doesn’t resonate these schools need
just doesn’t resonate these schools need
just doesn’t resonate these schools need a better way to reach out and
a better way to reach out and
a better way to reach out and differentiate themselves Nicole and all
differentiate themselves Nicole and all
differentiate themselves Nicole and all of us really want to be spoken to as
of us really want to be spoken to as
of us really want to be spoken to as individuals that’s nothing new and
individuals that’s nothing new and
individuals that’s nothing new and marketers have used technology from
marketers have used technology from
marketers have used technology from variable printing back in the 70s up to
variable printing back in the 70s up to
variable printing back in the 70s up to Google and Facebook today serving up ads
Google and Facebook today serving up ads
Google and Facebook today serving up ads based on your personal interests so
based on your personal interests so
based on your personal interests so marketing is getting more personal
marketing is getting more personal
marketing is getting more personal unfortunately video hasn’t I’m a
unfortunately video hasn’t I’m a
unfortunately video hasn’t I’m a producer and I’ve spent my career
producer and I’ve spent my career
producer and I’ve spent my career helping organizations tell their
helping organizations tell their
helping organizations tell their stories with video and the truth is that
stories with video and the truth is that
stories with video and the truth is that creating a video is a lot of work after
creating a video is a lot of work after
creating a video is a lot of work after we shoot it a human being has to go into
we shoot it a human being has to go into
we shoot it a human being has to go into a dark room sit in front of a computer
a dark room sit in front of a computer
a dark room sit in front of a computer monitor and sort through dozens maybe
monitor and sort through dozens maybe
monitor and sort through dozens maybe hundreds of individual clips deciding
hundreds of individual clips deciding
hundreds of individual clips deciding which ones to use and what order to put
which ones to use and what order to put
which ones to use and what order to put them in now don’t get me wrong some
them in now don’t get me wrong some
them in now don’t get me wrong some people actually enjoy editing but it’s a
people actually enjoy editing but it’s a
people actually enjoy editing but it’s a tedious process and the thought of
tedious process and the thought of
tedious process and the thought of creating individual videos is
creating individual videos is
creating individual videos is overwhelming until now as luck would
overwhelming until now as luck would
overwhelming until now as luck would have it a couple of recent advances have
have it a couple of recent advances have
have it a couple of recent advances have made it feasible first a new generation
made it feasible first a new generation
made it feasible first a new generation of software tools and they bless to use
of software tools and they bless to use
of software tools and they bless to use data to make editing decisions instead
data to make editing decisions instead
data to make editing decisions instead of a human and with cloud-based
of a human and with cloud-based
of a human and with cloud-based computing we can generate videos on a
computing we can generate videos on a
computing we can generate videos on a massive scale really quickly so it
massive scale really quickly so it
massive scale really quickly so it occurred to us that maybe this idea of
occurred to us that maybe this idea of
occurred to us that maybe this idea of dynamic video wasn’t so crazy after all
dynamic video wasn’t so crazy after all
dynamic video wasn’t so crazy after all my team spent the better part of a year
my team spent the better part of a year
my team spent the better part of a year experimenting and testing and tweaking
experimenting and testing and tweaking
experimenting and testing and tweaking and we perfected a way to do it this is
and we perfected a way to do it this is
and we perfected a way to do it this is how it works
how it works
how it works first we look at the data that usually
first we look at the data that usually
first we look at the data that usually comes from a school’s customer
comes from a school’s customer
comes from a school’s customer relationship management program or CRM
relationship management program or CRM
relationship management program or CRM that’s a database that has all the
that’s a database that has all the
that’s a database that has all the information they know about prospective
information they know about prospective
information they know about prospective students we cherry-pick the data that
students we cherry-pick the data that
students we cherry-pick the data that will let us tell the most engaging story
will let us tell the most engaging story
will let us tell the most engaging story it’s different for every school next we
it’s different for every school next we
it’s different for every school next we storyboard the video these are the
storyboard the video these are the
storyboard the video these are the building blocks that will form the
building blocks that will form the
building blocks that will form the structure of the video the content in
structure of the video the content in
structure of the video the content in each of those blocks will vary depending
each of those blocks will vary depending
each of those blocks will vary depending upon the data then we build an entire
upon the data then we build an entire
upon the data then we build an entire library of video content taking into
library of video content taking into
library of video content taking into account every possible variation in the
account every possible variation in the
account every possible variation in the data so for example if we’re talking
data so for example if we’re talking
data so for example if we’re talking about a schools majors we might create
about a schools majors we might create
about a schools majors we might create video content for each program that the
video content for each program that the
video content for each program that the school offers if we’re talking about
school offers if we’re talking about
school offers if we’re talking about living options we might create content
living options we might create content
living options we might create content for living on campus and for commuting
then we build the master template this
then we build the master template this is software that connects the data with
is software that connects the data with
is software that connects the data with the relevant video content and assembles
the relevant video content and assembles
the relevant video content and assembles them into a finished video
them into a finished video
them into a finished video a good analogy is a grocery store as you
a good analogy is a grocery store as you
a good analogy is a grocery store as you go down each aisle you pick your
go down each aisle you pick your
go down each aisle you pick your favorite item in each category and when
favorite item in each category and when
favorite item in each category and when you’re done your shopping cart reflects
you’re done your shopping cart reflects
you’re done your shopping cart reflects your personal preferences just like the
your personal preferences just like the
your personal preferences just like the master template then comes the fun part
master template then comes the fun part
master template then comes the fun part pulling data from the CRM we render each
pulling data from the CRM we render each
pulling data from the CRM we render each individual video one for every student
individual video one for every student
individual video one for every student on the list it’s an automated process
on the list it’s an automated process
on the list it’s an automated process like a pick-and-place assembly line
like a pick-and-place assembly line
like a pick-and-place assembly line where the correct content is dropped on
where the correct content is dropped on
where the correct content is dropped on the timeline and rendered into a
the timeline and rendered into a
the timeline and rendered into a finished video these videos are being
finished video these videos are being
finished video these videos are being built by your robot which makes our
built by your robot which makes our
built by your robot which makes our editors very happy the process is
editors very happy the process is
editors very happy the process is capable of generating tens of thousands
capable of generating tens of thousands
capable of generating tens of thousands of videos at a time each one completely
of videos at a time each one completely
of videos at a time each one completely unique when they’re finished they’re
unique when they’re finished they’re
unique when they’re finished they’re transcoded and hosted in the cloud for
transcoded and hosted in the cloud for
transcoded and hosted in the cloud for playback on any device anytime anywhere
playback on any device anytime anywhere
playback on any device anytime anywhere just like that
just like that
just like that so back to Nicole let’s take a look at
so back to Nicole let’s take a look at
so back to Nicole let’s take a look at how her data translated into a finished
how her data translated into a finished
how her data translated into a finished video Hey congratulations on being
video Hey congratulations on being
video Hey congratulations on being accepted at Cabrini we put together some
accepted at Cabrini we put together some
accepted at Cabrini we put together some pilots just for you
pilots just for you
pilots just for you [Music]
[Music]
[Music] I hear you’re going to be a digital
I hear you’re going to be a digital
I hear you’re going to be a digital communications major awesome hi I’m Mary
communications major awesome hi I’m Mary
communications major awesome hi I’m Mary Van Brunt
Van Brunt
Van Brunt dean for school of business arts and
dean for school of business arts and
dean for school of business arts and media and I’m so excited to have you
media and I’m so excited to have you
media and I’m so excited to have you join us at Cabrini University here in
join us at Cabrini University here in
join us at Cabrini University here in the School of Business starts a media
the School of Business starts a media
the School of Business starts a media we’re gonna provide you with
we’re gonna provide you with
we’re gonna provide you with opportunities for hands-on learning for
opportunities for hands-on learning for
opportunities for hands-on learning for internships and study abroad experiences
internships and study abroad experiences
internships and study abroad experiences that will really help you be successful
that will really help you be successful
that will really help you be successful in your chosen profession so welcome to
in your chosen profession so welcome to
in your chosen profession so welcome to Cabrini and we can’t wait to have you
Cabrini and we can’t wait to have you
Cabrini and we can’t wait to have you join our team so you’re interested in
join our team so you’re interested in
join our team so you’re interested in activities
activities
activities did you know Cabrini has more than forty
did you know Cabrini has more than forty
did you know Cabrini has more than forty clubs on campus it’s a great way to meet
clubs on campus it’s a great way to meet
clubs on campus it’s a great way to meet new people you can even start your own
new people you can even start your own
new people you can even start your own Club
Club
Club there’s always something fun going on
there’s always something fun going on
there’s always something fun going on and since you’re planning to live on
and since you’re planning to live on
and since you’re planning to live on campus there are 12 residence halls you
campus there are 12 residence halls you
campus there are 12 residence halls you can choose from a single room double the
can choose from a single room double the
can choose from a single room double the suite or apartment style living you’ll
suite or apartment style living you’ll
suite or apartment style living you’ll make friends and get to experience
make friends and get to experience
make friends and get to experience everything the campus has to offer hi
everything the campus has to offer hi
everything the campus has to offer hi I’d like to congratulate you on being
I’d like to congratulate you on being
I’d like to congratulate you on being accepted to Cabrini University and I so
accepted to Cabrini University and I so
accepted to Cabrini University and I so look forward to seeing you on our campus
look forward to seeing you on our campus
look forward to seeing you on our campus Congrats see you a Cabrini
Congrats see you a Cabrini
Congrats see you a Cabrini [Music]
[Music]
[Music] so that was one of 2400 videos we
so that was one of 2400 videos we
so that was one of 2400 videos we created for that campaign and I’m happy
created for that campaign and I’m happy
created for that campaign and I’m happy to report that Nicole is going to
to report that Nicole is going to
to report that Nicole is going to Cabrini this fall personalized video
Cabrini this fall personalized video
Cabrini this fall personalized video sends a message that we value your
sends a message that we value your
sends a message that we value your individuality and we’re getting some
individuality and we’re getting some
individuality and we’re getting some incredible feedback from colleges and
incredible feedback from colleges and
incredible feedback from colleges and universities around the country but it
universities around the country but it
universities around the country but it doesn’t stop with higher education I
doesn’t stop with higher education I
doesn’t stop with higher education I believe we’re just beginning to tap the
believe we’re just beginning to tap the
believe we’re just beginning to tap the potential of personalized video a recent
potential of personalized video a recent
potential of personalized video a recent survey of digital marketers found that
survey of digital marketers found that
survey of digital marketers found that personalization is the number one
personalization is the number one
personalization is the number one priority today so consider some of the
priority today so consider some of the
priority today so consider some of the possible applications in medicine we can
possible applications in medicine we can
possible applications in medicine we can create personalized wellness plans that
create personalized wellness plans that
create personalized wellness plans that help people live healthier lives in
help people live healthier lives in
help people live healthier lives in sports we can create personalized
sports we can create personalized
sports we can create personalized training programs in entertainment we
training programs in entertainment we
training programs in entertainment we can create movies that have personalized
can create movies that have personalized
can create movies that have personalized storylines and the list goes on and on
storylines and the list goes on and on
storylines and the list goes on and on the possibilities are limitless my team
the possibilities are limitless my team
the possibilities are limitless my team is currently working on the next
is currently working on the next
is currently working on the next iteration of personalized video on
iteration of personalized video on
iteration of personalized video on demand a person provides information
demand a person provides information
demand a person provides information online and in real time receives their
online and in real time receives their
online and in real time receives their video this is the opposite of the mass
video this is the opposite of the mass
video this is the opposite of the mass marketing model instead of one message
marketing model instead of one message
marketing model instead of one message too many it’s one message to one a
too many it’s one message to one a
too many it’s one message to one a message that’s unique and specific to
message that’s unique and specific to
message that’s unique and specific to that individual this is a game changer
that individual this is a game changer
that individual this is a game changer and on a more fundamental level this is
and on a more fundamental level this is
and on a more fundamental level this is about making our communication more
about making our communication more
about making our communication more meaningful that’s the real promise of
meaningful that’s the real promise of
meaningful that’s the real promise of personalized video sending a message
personalized video sending a message
personalized video sending a message that resonates and set your organization
that resonates and set your organization
that resonates and set your organization apart and that’s a benefit for everyone
apart and that’s a benefit for everyone
apart and that’s a benefit for everyone [Applause]
[Applause]
[Applause] [Music]
”
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