In today’s digital age, effective communication is essential to engage current and potential members and convey important information. Strong collateral that succinctly communicates key messages in an eye-catching and impactful way is needed, and nothing does this better than an animated video. Let’s look at some of its applications.
Explaining who you are and what you do
Your website will undoubtedly have an ‘about us’ section, but how many visitors leave this page having gained a good understanding of who you are? In order to demonstrate your value and build trust with stakeholders and members alike, succinctly showcasing what makes you, you, is essential.
So how can you elevate your message?
According to a study by Nielson Norman Group, the average web user reads only 20% of text on a web page. Yet, Hubspot’s 2024 Marketing Statistics tell us that 73% of consumers prefer to watch a short-form video to learn about a product or service, making video a great solution for explaining who you are and what you do.
Take for example the Trade Association Forum video – a bright, positive, informative, about us explainer that highlights the value of trade associations to the UK economy and TAF’s role in promoting them. It reinforces TAF’s identity as the “association of associations” and encourages viewers to develop skills, share experiences, build relationships, and join the TAF community. All this, within a 2:30 timeframe, leaving viewers with a clear sense of who TAF are and the value of their work.
Recruitment and Retention:
Recruiting new members and retaining existing ones is a challenge for any organisation. Succinctly communicating the value of membership is essential – but how do you do this in a way that is fresh, interesting and eye-catching?
An animated value of membership video is a dynamic tool that will set your organisation apart. Hosted on your website it will help to ‘sell’ the value of membership and initiate enquiries, while used at the start of a meeting it will ensure none of the key benefits are missed. At renewal time, it can be shared in newsletters and on social media, bolstering retention efforts.
The blend of dynamic visuals, voice-over and music that is possible in an animation means that you can create a look, feel and tone that will resonate with your members and prospective members and make sure your message is compelling and memorable.
Added Value for Members:
For any organisation, enhancing the value you provide to your members is essential to stay on top – whether through professional development opportunities, legislative updates, seasonal advice, best practice reminders, or networking events. Communicating this key information in an appealing and easily digestible manner, makes it easier for your members to grasp and remember.
One of the greatest strengths of animated videos is their flexibility. They can be tailored to address the specific needs and contexts relevant to your members. For example:
- Seasonal Advice: During busy times, such as the holiday season, you can provide practical tips on managing increased workloads, reducing stress, and maintaining professional standards.
- Legislative Updates: Keep your members informed about changes in legislation with clear, concise videos that explain how these changes impact them.
- Explaining New Initiatives: Explain new policies or initiatives to members, and communicate complex information in a dynamic way.
- Best Practices: Reinforce important protocols and best practices in a visually engaging way to ensure compliance and high standards within your organisation.
Promoting Courses and CPD:
Promoting courses, webinars and continued professional development (CPD) opportunities to members requires collateral that grabs attention, whilst showcasing the unique features on offer and the benefits of attendance.
Incorporating animated videos into the promotion strategy for courses and CPD opportunities is a great option. The combination of a carefully scripted value based narrative with graphics makes it easier for members to understand the relevance of educational opportunities for them. And by increasing your chances of converting members into course attendees you are of course shoring up the value of your member offering at the same time.
Animated videos offer a myriad of ways to communicate with members. If you’re looking to enhance your member communications, please contact chiara.walsh@senatemedia.co.uk or visit senatemedia.co.uk
By Chiara Walsh, Senate Media
