Project Summary:
Brand Voice • Design Strategy • Project Management • Storyboarding • Copywriting • Art Direction • Marketing Campaign • Market Research • B2B
Brand Voice • Design Strategy • Project Management • Storyboarding • Copywriting • Art Direction • Marketing Campaign • Market Research • B2B
Project Brief:
I project managed and art directed this 1-minute promotional video for Netex Learning's LearningCloud virtual learning platform. I first created and conducted a market research study with Netex's target audience, higher education administrators, on what was important to them in selecting a virtual learning platform. Based on those findings I developed a storyboard with selected visuals, music, timing intervals, and wrote an accompanying script that addressed prospective customer concerns. I worked closely with a professional videographer to ensure brand guidelines and overall messaging was maintained. The goal(s) of the video was to increase awareness of Netex's LearningCloud platform and drive demo requests. The biggest challenge of this project was Netex Learning is internationally based. They had great success in their native Spain, and they desired to break into the U.S. market.
I project managed and art directed this 1-minute promotional video for Netex Learning's LearningCloud virtual learning platform. I first created and conducted a market research study with Netex's target audience, higher education administrators, on what was important to them in selecting a virtual learning platform. Based on those findings I developed a storyboard with selected visuals, music, timing intervals, and wrote an accompanying script that addressed prospective customer concerns. I worked closely with a professional videographer to ensure brand guidelines and overall messaging was maintained. The goal(s) of the video was to increase awareness of Netex's LearningCloud platform and drive demo requests. The biggest challenge of this project was Netex Learning is internationally based. They had great success in their native Spain, and they desired to break into the U.S. market.
Design Approach:
About the time this video was produced the pandemic was in full swing. Virtual learning was taking hold, and learners were getting fatigued with lackluster content design and delivery. Netex had been building engaging and slick virtual content delivery platforms before the pandemic so I wanted to highlight that by sprinkling in screenshots of LearningCloud while addressing the learner fatigue. It was also important in the script to mention LearningCloud's user-friendly platform for students and educators with learning metrics that could be easily imported into existing learning management systems. The overall look and feel of the video I wanted it to be light, bright, and solution based.
Design Results:
The video was posted on Netex's LinkedIn account, targeting higher education administrators, successfully spreading product awareness and a 3% conversion for product demo requests.
The video was posted on Netex's LinkedIn account, targeting higher education administrators, successfully spreading product awareness and a 3% conversion for product demo requests.
