Alberta Business Marketing

Media students from college or university can be a big help to tourism industry.  It’s the end of another school term and that means its time to reach out to your local community college to get the skills you need to improve your team.

Intern or Co-op?

Many post-secondary institutions offer students opportunities to get work experience as part of the learning experience.  Interns generally spend a few weeks working with a business at or near the end of the school term to round out their learning.  Co-op programs often offer students work placements for an entire term – sometimes longer.

This week we are delighted to be working with a video production intern for a 100 hour placement with our tourism business.  A current graduating student from the local college with expertise in producing video is getting hands on experience producing media with us.  It is not costing us a penny.

What could your region or business do if you had a college trained multimedia intern for 100 hours?

Although I feel quite competent at producing media and distributing it online, I called the local college media studies department and talked with them about the media learning opportunities we could provide.  In our case it meant talking with the broadcasting radio and broadcasting television and video programs department of Canadore College. Within hours we had an applicant who was eager to put their skills of directing, producing, shooting and editing video that tells our stories.

As a result, we are working with a student who can teach us a lot, as well as provide us with professionally produced media content that we can post to the Web.  There are many benefits of working with your local college multimedia department.

• getting access to current best practices
• putting idle cameras and audio recording equipment to use
• learning from students who know how to use state of the art media production tools
• producing high quality media content that tells our story
• getting access to skilled workforce who will be looking for summer employment at the end of their intern placement.

What skills can your business or region recruit from the local college?

Start by making a wish list of all the projects you hope to accomplish and then having a gander at your local post secondary institution programs that involve a work placement.  Too often in tourism we restrict our recruitment to students in the Hospitality, Tourism and Culinary Arts programs.  Match your search for talent with your needs.   And don’t neglect the local high schools either.  We’ve already made contact with the local high school to engage a media enthused student for a full-time co-op work placement next school term.

Have you had success working with students in your tourism business?  How?

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Tags: co-op, college, intern, internship, multimedia, partner, tourism, tourism marketing
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There are three essential ingredients to getting started with video:

• shooting video (which was the focus of part 1 of the series)
• editing and producing video
• posting and sharing video

Editing and Producing Video

Editing and Producing Video is perhaps the most challenging aspect of getting great video online for your tourism business.   It can be made a whole lot less challenging by doing things as efficiently and with high quality when shooting video.  The less edits you need to make, the fast your video production will be.

How long should my finished videos be?

If you speak to most people who watch videos online, shorter is better.  Once you have edited your video and you think you have a finished story, go back and trim even more content.  If you have edited a very good 5 minute video, chances are you will have a great 3 minute video if you trim back the content even more.  I like to think of video production as much like making maple syrup.  In the forest we start with 33 gallons of sap and distill that down to just one gallon of syrup.  We could stop boiling sooner and we’d have more sweet liquid for folks, but most people prefer a smaller amount of a better product.

How much video does it take to make a great three minute video?

In general, the more video you start with, the better the finished 3 minute video will be.  Sometimes, a video can be very good, with very little editing.  In general, you’ll only use about 10-20% of the actual raw video you shoot in a great three minute video.  That means 15-30 minutes of video captured on your camera and loaded into your computer produces three minutes of finished video.

What does it cost to edit and produce videos?

The vast majority of video producers will never in their lifetime need to purchase software to make movies on their computer.  The only real cost is time.

How long does it take to edit video?

For starters, plan on spending one – two hours of editing for each minute of finished video.

Do I need any special computer hardware to make videos?

Any new computer or laptop has more than enough power for anyone to edit and produce video.  Computers designed specifically for the task of editing video (like the MacPro) have more processor power so they can do most tasks more quickly.

Most people will find it much easier to edit video if they setup their computer with dual monitors – one for using the editing tools and one for seeing the video as it is being produced.  Desktop PC’s can easily add a video card which makes it easy for a second screen to be added.  Both Mac and PC laptops are ready to use a second screen just by plugging one in and setting the screen preferences, so you can use your laptop screen and an external one, side by side.

The most important consideration for editing video on a computer is free hard drive space.  Hard drive space is where the very large video files go while you are editing your video.  Editing Video and HD video requires a significant amount of free space.  This is why laptops are sometimes a poor choice for editing video, particularly if they are used for a lot of other tasks.  If serious about editing video, the smallest hard drive I would recommend for a desktop computer is 1 Terabyte.   Same goes for external hard drives for laptops.  Bigger is always better.

How do I make the best use of space on my computer?  What about backup copies?

The solution we have used for years in dealing with large video files is to keep as much space as possible available on the computer hard drive or flash drive at all times.  We upload the video files we are editing onto the computer, and once a final video is produced and uploaded to the Web,  we move the new video to an external back up hard drive for safe keeping and delete the original video files – freeing up space for the next project.  Digital video camera tapes are relatively inexpensive.  Most professional video producers keep the original tapes they used to shoot video as their back-up, clearly labelling the original tape with the date and video content information and storing tapes in a safe location.    If shooting video to a hard-drive or flash drive video camera, consider saving the original video files used to edit your video to a back up hard drive, along with the finished video.

What software is needed to edit video?  Is it beginner-friendly?

If you are new to making video, most computers come with basic, easy to learn, editing software that lets you slice video clips and move them around on a timeline, add simple video effects like titles and screen transitions, add photos and audio tracks.  If you are purchasing a new computer to edit video, use what James Cameron and his team used to make Avatar - an Apple Computer.  Most beginners find Apple’s iMovie simple to learn and use and it has numerous effects that can be used to add your personal touch to your productions.  It comes pre-installed on Apple computers and it will take years of production before you are probably ready for a more powerful editing tool like Apple’s Final Cut Express. When you feel like a pro, join James Cameron who uses – Apple’s Final Cut Pro, core component of Final Cut Studio.

On a PC running Windows, Movie Maker has come pre-installed on XP and many versions of Vista.  The new Windows operating system – Windows 7 requires movie-makers to download MovieMaker.  It’s free to anyone.  When ready for extreme movie making on a PC, move on over to Adobe Premiere.

I haven’t got any time to make movies, how can I get video online?

For the absolutely fearful beginner, online tools like Animoto let producers slice together photos and video into instant automated videos shows for free.  Although we produce and edit our own movies using software and tools described above, we also sometimes like to produce quick little videos with no muss, no fuss.  That’s why we subscribe to a paid version of Animoto in addition to our other investments in video production.

Where do I get music to add to my videos?

The easiest, least expensive and legal way to add free music to your videos is by using CreativeCommons licensed tunes from Jamendo. The music on the site is royalty-free, meaning you pay nothing to download and use these tunes in your videos.

Is it OK to add music from my commercial music collection to videos I make to promote my business?

NO.  Never.  Seriously.  Never.

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Tags: edit video, hospitality, tourism, Video
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Online Video viewership continues to grow, making production and distribution of video a must for any tourism business serious about marketing on the Web.

ComScore reports the average viewer watches 187 videos per month in the U.S.  In the month of December 178 million people watched 33.2 billion videos.

How to Invest in Video:

There are three essential ingredients to getting started with video:

• shooting video
• editing and producing video
• posting and sharing video

This first of a three part series on investing in video focuses on 14 Keys to think about in Shooting Video.

1. Prepare an informed consent waiver. You will want to feature your team members, staff, guests and community members on camera.  Have them sign a simple release that gives you permission to use the video freely.  We make a video and photo waiver part of our registration form.  Try a google search for video permission release or check out Docstoc for a simple video release form. Keep signed releases on file.
2. Put your hands on a camera. There is no excuse for not having a video camera.  Sure High Definition (HD) is nice and it’s the way of the future, but even iPhones and iPods can shoot video.  For less than $200 you can get an HD Flip video camera that is one-button-simple to operate.  Most new cameras also feature video recording capability.  Get your camera out and practice holding the camera steady.
3. Take care of your equipment.  Dust, moisture on the lens will make even the best video cameras shoot poor video. Use non-abrasive lens wipes to keep your lens clean.  If you shoot video near the ocean, salt deposits can form on your lens and scratch your lens when wiping.  Take special care to lightly moisten your lens with tap water before wiping clean.
4. Get a tripod that fits your camera.  Just do it.  Handheld video is very difficult for most people to watch.  Whenever possible, use the tripod to ensure a steady camera.  Tripods also make a one person video shoot much easier to manage.
5. Keep a Video Log or Journal. Include things like ideas for future video recording, records of video shot, sample interview questions, informed consent forms. You may also want to have an inventory of your video equipment and a sign out process for keeping track of where and when cameras are used. Focus on stories that would best be told with video.  Make notes on what worked and what you’d like to do better next time.  We do this using Google Calendar and GoogleDocs shared online documents.
6. Schedule video shoots: Make a list of the events and projects that you are involved in throughout the year, and put them on your calendar.  Bring your camera and shoot video.
7. Shoot B-Roll throughout the Year.  Preplan the video you want to share with your guests and schedule outings to capture B-roll.  Plan sunrise shots,  birds and wildlife on your property.  Does your facility have a special sparkle and shine at certain times of the day because the light is right – make a plan to shoot it.  Walk your trails, shoot a slow pans across the horizon.  You don’t have to have a plan how you will use the video while shooting it, but you do have to make a plan to get B-roll.  B-roll video can be used to enhance an interview or make any video subject more interesting.
8. Interview your team on camera.  Just encourage people to smile and be themselves.  Invite your most engaging, outgoing, animated staff to share a story on camera.
9. Focus on quality sound first, then worry about the video.  Poor sound quality will make your video unwatchable.  If its a windy day, find shelter.    If shooting an interview, be sure others know what you are up to so that there isn’t nearby distracting conversation or off camera sounds that will be distracting.  If off camera audio interferes with your interview, stop and start over!  It is always easier to record it again, than to try to fix poor audio in the production/editing process.  We are investing in wireless microphones, a boom mic and even a separate digital audio recorder to ensure we will get great sound.
10. Hire a Twit, give ‘em a camera and set them free.  Most of your young summer staff are media savvy and many have the capability to capture and produce the video you need.
11. Add social media skills a section on every job application. Even if the rest of their job is doing dishes or making beds, make hiring media skills a priority.
12. Give your team an opportunity to get the experience they need to produce great video.  If you give them the time to shoot video, you will see dramatic increases in the quality of content that is produced over time.
13. Get video off your camera and onto a computer as soon as you shoot it. Keep your videos well organized and labeled so you will be able to find and use the raw video when you want to use it.
14. You are the director. Give video team members direction.   Clearly describe the content you want and review the video that are shot with your team.  Help them understand your vision.  Encourage shooting multiple takes.

Learn more:

• Mashable Online Video continues steady growth.
• Tourism Keys: Catchy Video needs to appeal to your ideal guest

img credit: adamjackson1984

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Tags: investing, tourism, Video, video production
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Since the early 1970s, the rocket in the playground at the David Thompson Resort has towered more than three storeys at the side of Highway 11, no doubt inspiring countless back seat campaigns to convince parents to stop en route to mountain getaways.

by Scott Messenger

Built with salvage from Nordegg’s defunct coal mine, the structure has undergone annual checkups and welding since Wendy and Ron Killick bought into the 40-year-old campground and motel complex in 1995. You have to satisfy insurers, explains Wendy, and keep kids – of all ages – safe. “In the afterhours we have to kick people off because it’s the adults that are up there playing around. You’ve been warned,” she adds, prompted by my confession of having too recently climbed to that lofty cockpit – in daylight hours. How else do you report on one of the tallest, scariest slides this side of the Rockies? Your kids will love it. (So will you.)

Tags: Curb Appeal, David Thompson Resort, Rankings, tourism
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Successful Destination Marketing Organizations
Tourism businesses can succeed with the help of a strong destination marketing organization. At the core, a shared community vision about the values in a community are at the heart of any shared marketing project.

By bringing together traditional and non-traditional partners in tourism and getting the word out with a variety of online media the entire community benefits.

Stratford Ontario (WelcomeToStratford.com) is a DMO that offers great marketing opportunities to its membership. Telling compelling stories about your community is the role of your DMO or DMMO (Destination Marketing and Management Organization) and Stratford Tourism Alliance does it well by focusing on community character, culture and cuisine. I chatted with Cathy Rehberg, Marketing Coordinator for Stratford Tourism Alliance at the recent Ontario Tourism Summit.

Before you ask DMO members for money . . .

Does your community have a shared vision of what your community offers the traveler?  Before you ask you members for money, ask them to contribute to the vision of what makes a visit to your region special.  Invite members to a community forum so that your DMO can find success by tapping into the pulse and lifeblood of your community.

What makes your community unique?

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Tags: clustering, conferences & events, Destination Marketing, destination marketing and management organization, destination marketing organization, dmmo, dmo, economic development, tourism, Video
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