Priority Marketing employs 65+ professionals whose areas of expertise span public relations, brand development, web services, social media, creative services, media buying, video production, digital marketing, event planning and more.\u00a0<\/p>\n
Want to learn more about these talented creatives and\u00a0how they approach\u00a0their craft?\u00a0<\/p>\n
Agency Access\u00a0is a\u00a0monthly\u00a0feature that\u00a0gives clients and partners\u00a0a little insight into our\u00a0dynamic\u00a0team.\u00a0This month,\u00a0Jonathan Price\u00a0is\u00a0sharing his\u00a0thoughts.\u00a0<\/p>\n
Job Title:\u00a0Video Department Manager\u00a0<\/p>\n
Previous\u00a0roles\u00a0at Priority Marketing:\u00a0Videographer\u00a0<\/p>\n
Agency Access Q&A\u00a0<\/p>\n
What first drew you to Priority Marketing?\u00a0<\/p>\n
\u201cI\u2019ve\u00a0always had a deep love for gathering and telling compelling stories.\u00a0However,\u00a0my life took a turn into a counseling\u00a0role\u00a0in\u00a0Pennsylvania, and although this was\u00a0a\u00a0rewarding\u00a0profession, I wanted to go back to\u00a0video.\u00a0It just so happened that at that time Priority Marketing was looking for a\u00a0videographer\u00a0that was green enough\u00a0(pun intended)\u00a0to grow in the\u00a0company\u2019s\u00a0culture and standards\u00a0while growing\u00a0and shaping\u00a0the video department.\u00a0That job description was the\u00a0right fit\u00a0for me!\u00a0Plus, it gave me the opportunity to spend more time with the CEO\u2019s\u00a0beautiful\u00a0daughter\u00a0(I\u2019m\u00a0married to the\u00a0president\u2019s\u00a0daughter, Anna Hansen-Price).\u201d\u00a0<\/p>\n
What is the most\u00a0important element\u00a0of a video, and why?\u00a0<\/p>\n
\u201cYou\u00a0need to\u00a0know what story you are telling\u00a0and why\u00a0it needs to be told. If you know this, then everything else falls into that structure. Are you trying to tell\u00a0a story of an individual that goes from victim to victor and ends with a triumphant note\u00a0to compel donors? Then you need\u00a0lighting that reflects that in your interviews. Your\u00a0broll\u00a0(footage that plays over the interview) needs to have some shots that are darker,\u00a0pensive\u00a0and slow while others are brighter, filled with laughter and\u00a0heroic. Music selections, animated graphics,\u00a0sound\u00a0effects,\u00a0etc. should also fit into that narrative.\u00a0With a different story, different decisions are made. If you\u00a0don\u2019t\u00a0understand your story, it makes it difficult to bring everything together in a satisfying way for both the client and the audience.\u201d\u00a0<\/p>\n
Why should every business incorporate video into their\u00a0strategic\u00a0marketing plan?\u00a0<\/p>\n
\u201cThis used to be a hard sell when I first started\u00a0nearly\u00a010\u00a0years ago. Now,\u00a0it\u2019s\u00a0the standard for so many businesses.\u00a0Think about it: you can show a photo of tasty food, or you can show a group of friends giving\u00a0a toast, a fork\u00a0piercing\u00a0a\u00a0glistening steak\u00a0and\u00a0dipping\u00a0it into\u00a0a\u00a0sauce that spills over the saucer. You can have a photo of a child struggling with a\u00a0sickness\u00a0or you can have a mother\u00a0with loving tears in her eyes\u00a0telling\u00a0her story of how she\u00a0was faced with an impossible\u00a0situation\u00a0and how\u00a0donors came to the rescue. You can post a photo of an\u00a0event,\u00a0or you can show\u00a0a\u00a0video\u00a0montage\u00a0of people winning prizes, dancing amid\u00a0twirling\u00a0lights\u00a0while cheering on a great cause. Which one do you think will do better? The photo or the living, moving video?\u201d\u00a0<\/p>\n
What qualities or characteristics make a video\u00a0memorable?\u00a0Please\u00a0give\u00a0an example.\u00a0<\/p>\n
\u201cThere are a lot of things that go into making a\u00a0memorable\u00a0video. If we were to pick\u00a0three,\u00a0it\u00a0would be a killer hook\u00a0(the introduction of the video), a well-paced story and a good aesthetic sense.\u00a0We made a video ad\u00a0for a client of ours that was partnering with a local semi-pro soccer team. It opened\u00a0with\u00a0a\u00a0recognizable face\u00a0of the organization\u00a0alongside a team representative\u00a0on a soccer field with a quick appeal to make a difference.\u00a0The video\u00a0invited\u00a0people to learn\u00a0more,\u00a0but it released\u00a0all\u00a0the information between slow-mo\u00a0shots\u00a0of the pros getting ready for the game\u00a0and the client practicing with the team! It told a main story which was the invite to the event and then a secondary story\u00a0of\u00a0the soccer players\u00a0getting ready for their game. All of this was strung together with\u00a0joyful music and a\u00a0crowd\u00a0cheering and\u00a0singing along. This\u00a0sounds highly\u00a0produced,\u00a0but it was\u00a0a very short\u00a0video shoot\u00a0with minimal\u00a0editing,\u00a0and it quickly drew thousands of views.\u201d\u00a0<\/p>\n
What has been your most memorable or significant project at Priority Marketing?\u00a0\u00a0<\/p>\n
\u201cThat\u2019s\u00a0a hard pick. There are so\u00a0many!\u00a0We had a\u00a0nonprofit\u00a0client\u00a0known for doing a lot of good in the\u00a0area,\u00a0and they wanted to celebrate their doners with an event\u00a0at\u00a0the\u00a0Barbara B. Mann\u00a0Performing Arts Hall.\u00a0During the event, they wanted a\u00a0superhero-themed\u00a0video\u00a0made within\u00a0a\u00a0modest budget\u00a0that\u00a0hyped\u00a0up\u00a0the\u00a0donors\u00a0while introducing\u00a0the\u00a0speakers.\u00a0Oh,\u00a0and since it\u00a0was going to be shown on a theater screen, blown up\u00a0very\u00a0big\u00a0for everyone to see\u2026\u00a0I knew\u00a0it had\u00a0to be perfect.\u00a0If\u00a0any flaw\u00a0existed, it\u00a0would be magnified\u00a0100\u00a0times\u00a0more. The\u00a0video\u00a0had everything\u2026 superpowers, car chases,\u00a0interdimensional teleportation,\u00a0comic book panels with objects traveling from one panel to the next, etc. When the big\u00a0day came,\u00a0the video\u00a0was\u00a0well received!\u00a0The audience laughed, cheered, \u201cooo\u2019ed\u201d and \u201caaaah\u2019ed\u201d\u00a0and the client was\u00a0very\u00a0pleased.\u00a0It felt\u00a0so rewarding!\u201d\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"Priority Marketing employs 65+ professionals whose areas of expertise span public relations, brand development, web services, social media,…\n","protected":false},"author":2,"featured_media":310424,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[209,211,210],"class_list":["post-321209","post","type-post","status-publish","format-standard","has-post-thumbnail","category-cape-coral","tag-cape-coral","tag-cape-coral-headlines","tag-cape-coral-news"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts\/321209","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/comments?post=321209"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/posts\/321209\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/media\/310424"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/media?parent=321209"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/categories?post=321209"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/us-fl\/wp-json\/wp\/v2\/tags?post=321209"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}