Tuesday, October 21, 2008

New Video Shares Student Testimony

This past summer, Alexander Newman, a graduate student in Ball State’s organizational communication program, told me he loved Bracken Library so much that if there were beds at the facility, he’d live here!

The timing of our conversation could not have been better because I was looking for a student to help with a promotional video for the Libraries. I asked Alexander to think about how he would sum up his view of the University Libraries in 30 seconds or so, and since he was captain of Ball State’s award-winning debate team, I knew he had excellent communication skills and could do this.

We asked Alex Amira, the University Libraries’ Part-time Temporary Desktop Computer Technician, to videotape the public service announcement. See this 50-second production at www.bsu.edu/library/librarynews/videos.

Alexander’s presentation engages the viewer and shares his enthusiasm for the University Libraries’ resources and services through his words and testimony.

Using Testimonials in Marketing

Letting satisfied library users share their stories helps the library to “tell the tale” and builds credibility and trust within a promotional message. A testimonial or endorsement consists of a written or spoken statement, sometimes from a public figure and sometimes from a private citizen.

The value of a testimonial is that it “grabs” the listener or encourages the person to listen. Adding a testimonial to your library’s Web site is an economical, powerful way to inform others about the value of the academic library’s services, programs, and collections.

While your library may already have developed a tagline or catchy slogan to promote services, it is worthwhile to think of creative ways to use a satisfied user’s personal recommendation. It is an excellent way to promote the library to that person’s peer group.

Some helpful tips for developing a testimonial video spot are the following:

Rehearse the comments several times and be sure the volunteer is relaxed in front of the camera. There can be several takes before you capture the essence of the message, so practice beforehand. (Of course, editing can be done afterward for a polished production).
The best comments are in the customer’s voice, so it is best to tweak their script instead of handing them your script.
Having your volunteer’s full name on the screen even momentarily adds credibility to the production.
Be sure to obtain a signed video or photograph release form for your files.

For more information, contact Susan G. Akers, Marketing Communications Manager, SAkers@bsu.edu, 765-285-5031.

Labels: , , , ,


Post a Comment

<< Home