Crafting an Effective Reopening Video
What are the features of an effective marketing campaign that will attract visitors to your reopened facility & prepare them to follow new protocols? A well-crafted informational video might be one piece of the puzzle. Here, we delineate four types of public-facing videos for reopening: the Informational & Straight-to-the-Point, the Warm & Fuzzy, the Innovative & Authentic, and the Short & Sweet. Though each video is distinct from the others, they all share a firm commitment to health and safety, a deep understanding of their audience bases, and a desire to create a smooth and seamless experience amidst a global pandemic.
The informational & straight-to-the-point video communicates an organization’s key health & safety protocols in 2 minutes or less. Here, Teatro Real gives us a close look at what it is doing to ensure patron safety after welcoming back live audiences in early July, including information about entering & navigating the building, temperature checks, disinfection protocols, and audience spacing, with visually appealing graphics. Zone designations appear on each patron’s ticket stub help to control the flow of traffic.
The warm & fuzzy video takes its time to guide you through an organization’s redesigned programming – and perhaps feature a furry creature or two! In “Rediscover the Museum with Martin the Moose,” the Canadian Museum of Nature holds our hand through a visit from start to finish, detailing the newly reopened museum’s safety protocols. Narrated by the company’s CMO, it gives visitors of all ages a sense of what to expect throughout the in-person experience. To reduce congestion, patrons purchase tickets online prior to their visit and arrive no more than ten minutes before their designated 15-minute time slot.
The innovative & authentic video pulls you in with a series of clever reopening initiatives grounded in shared values and motivations. In this “Know Before You Go” feature, the American Shakespeare Center shows us real footage from the reopened Blackfriars Playhouse. We see front-of-house staff greeting patrons & taking tickets on a contactless basis; patrons are then shown scanning QR codes to access digital programs. The video clarifies that staff & cast members have self-isolated to form a work bubble, assuring visitors of the performers’ health & safety.
The short & sweet video takes care to speak to all viewers in a heartwarming or even humorous way, while still conveying the most important information to prepare you for your visit. The Field Museum published “Visit and Safety Tips from SUE,” starring SUE the T. rex. It’s simple and concise, coming in at just over one minute in length. Bonus points for titles in both English and Spanish!
Videos Below (in order of appearance)
