“We” or the hospital’s marketing department, where the professor was the manager at the time, really didn’t have much of an impact other than helping with the questions, establishing the video budget and setting up the interviews for the filming. After the video ended, the professor discussed it’s marketing details using the word “we” over and over again in sentences such as, “we got this done in about four months” and “we got a lot of pats on the back for this one.”Īs someone that had to learn videography on the job, while managing several different areas of marketing – by myself no less – I couldn’t resist asking, “who all was ‘we’ and who all had a role in getting this video done?” Turns out, the video was outsourced, with every aspect done by an agency. Furthermore, it was done for a local Kansas City hospital – highlighting a life saved by a new heart procedure performed on a patient.
In this case, the video was about four minutes long and obviously shot, edited and produced professionally. The purpose was to show students the impact video has on an audience while serving as a powerful marketing tool for the organization.
There was a particular instance during a class lecture where an instructor provided a case study for relationship marketing in which a video was used. Why do I say that? Well, here is a life example that defends that statement. Among his many famous quotes, Albert Einstein once said, “The only source of knowledge is experience.” As I enter the final semester/class in the Integrated Marketing Communication graduate program at the University of Kansas, I find myself agreeing more and more with those words from arguably the most intelligent person to ever exist.
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