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.

Student Videographers Capture Aspects of Ball State University Libraries’ Mission

The creative energies and talents of student videographers are put to test to create digital stories about the University Libraries.
The project, begun by Dr. Arthur W. Hafner, Dean of University Libraries, originated as a student video news magazine about the University Libraries.

“Today, the activity is more to create promotional material about the Libraries that speaks to students in a student voice,” said Dr. Hafner.

“The videos, which are viewable from the Libraries’ Web site, are loaded to YouTube, and they are shown on Channel 57 in Ball State’s residence halls,” said Susan G. Akers, University Libraries’ Marketing Communications Manager. The programs are also shown on the large plasma screens in Bracken Library.

Akers works with the students, sometimes supplying story and content ideas and making sure that they have the materials they require. The students often suggest ideas for stories, too. They then develop story boards and scripts, find actors, videotape, add music, edit, fine-tune the sound for the video, and make certain that fair use is for the use of any copyrighted materials. The students have access to the Libraries Canon XL 1S video camera and editing software.

This semester, Lamar Clark-Gainous, is serving as the University Libraries’ student videographer. He is a senior in the telecommunications program with an option in production. His idea for a recent video, which highlights the Libraries’ large DVD movie collection, came from watching movie trailers.

“I wanted to capture the attention of the viewer and keep it for 60 seconds in order to promote the DVD collection,” he said. See his two videos, www.bsu.edu/library/librarynews/fall2007videos.

Lamar said the opportunity at the University Libraries has helped him to develop his skills as a cameraman and editor while allowing him to use creativity in a project that actually benefits people. His next project will be a video on customer service at Bracken Library and how to find books within the Library of Congress classification system.

Former student videographers include Sam M. Day, who led the team that won first place in the Academy of Motion Picture Arts and Sciences' annual Student Academy Awards competition. Day worked with Robert C. Chandler on videos for the University Libraries during spring semester 2004. Jon Nicholas Doub, a graduate assistant, produced four videos during the academic year of 2004-2005. To see a selection of video projects produced for the University Libraries, view www.bsu.edu/library/librarynews/videos.