This week, the Orr Fellowship launched a new promotional video. The 60-second video provides information for a variety of constituent groups in Central Indiana. Bo Dietrick, current fellow, directed and produced the new video. Here, he's shared not only key insights into his exciting video project but also a few personal thoughts on the Orr Fellowship:
I am a first year Orr Fellow who works in video production for ExactTarget. Upon beginning the Fellowship in the summer of 2013, it was clear to me that there was one key element that was missing from our marketing plan -- a clean, scripted video to describe the Orr Fellowship to viewers with little or low exposure to the organization. With the advice and support of several leaders within the Fellowship, I then took the lead in producing a short, succinct commercial to promote this truly unique asset to the Indianapolis business community.
The Orr Fellowship has been in existence for a decade and boasts a strong marketing campaign, including a website, wide use of social media, and a grass roots, word of mouth effort. Several videos have been produced in which board members discuss the inspiration for the Fellowship: Keep local talent in the state of Indiana after college to develop the next generation of startup companies.
Having spent a few months as an active member of the Fellowship, it became quite clear that the young professionals who make up the Orr Fellowship have a strong voice in selling the benefits of this organization. Some of these benefits include post-college learning and networking opportunities. The process then became a simple matter of allowing the voices of these individuals to be heard.
The actual script used for the video emerged from the organization’s marketing and press materials. Using the current marketing information, in conjunction with new facts and figures, made for a compelling story. Our objective: We want college students to see and hear from the people that they could potentially be working alongside with in the program.
To many, the Orr Fellowship is something that they are enormously passionate about, so acting was never a concern. As director, I was able to take the completed script and schedule shooting times with different individuals in locations that would present the Indianapolis landscape in a dynamic manner.
Presenting the unique interests and diversity of the Orr Fellowship was a key goal of mine throughout shooting. The Fellows truly compose a group with diverse interests and backgrounds, which often translates into constant learning opportunities from our peers. The framing of these individuals needed to be quite personal to get this idea across. At the same time, we are all equals in the Fellowship, hence the eye level of each individual remaining consistent from shot to shot.
And finally, the music needed to convey a sense of power and emotion. We were able to purchase the license to the sound track quite affordably. As you’ll notice, the music has a great flow throughout the opening graphics all the way to the closing time lapse of sunrise in Indianapolis. I believe that music is definitely the glue that holds the various pieces of the production together.
This promotional tool will not only allow us to promote the Orr Fellowship to countless individuals, but also to promote our brand, our message and our passion as recent graduates, Orr Fellows and the future leaders of Indiana.