Online Courses
An online course is a video product as opposed to a piece of video marketing. Although with Amazon affiliate programs and other companies offering similar partnerships, they can also provide a secondary source of income in this regard. This particular example makes for an excellent case study to show off how you can use your monthly video marketing retainer budget with us. After all, the courses don’t just get up and sell themselves. They need to be accompanied by a series of social media teasers, shorter tutorials, and testimonials for them to become a success.
A Case Study on Video Retainer Packages
We created such a package for Robin Gamble of Infinite Flow and Channel 4’s ‘Britain’s Best Parent’ Winner. As the expert in his field and author of the course, Robin wrote the script for the full video but we were consulted throughout the process, adding notes and amendments when necessary when it would be relevant to the final video course product. As marketeers, we then created the concepts, co-wrote the scripts, and created the shot list for all the videos that would go on to promote the course. Prior to and at the time of shooting, we took on various practical roles. As cinematographers, we were instrumental in determining the composition and lighting for the shoot. As directors, we made sure that everyone kept to the script and looked good on camera whilst operating the cameras and sound recording equipment.
After the production wrapped we moved onto post-production (editing, audio mastering, mixing, colouring, titles and music licensing). Once the main course was complete, it was then hidden behind a paywall. Separate set pieces and course excerpts were edited into tutorials, adverts, and teasers. These were then distributed as sponsored posts and embedded in emails. Screenshots were lifted and made into more social media posts. Even the outtakes were put to use on social media to great effect. Check out some of the video examples below.
Social Media Teasers
Short, sharp and to-the-point, these videos pose a situation that the intended audience finds themselves in and offer a solution with a call to action…
Short Tutorials and Explainers
These are slightly longer videos that offer free yet valuable information to the audience and establish Robin as an authority in his field. Not the kind of thing I would put on Instagram for example but great for YouTube. While clearly tied to the other video by look and sound, the content and approach are different to make the best use of the platform and its users.
Full Course Videos
I can’t share these here as they form the paid content of Robin’s amazing course. I can tell you that hours of amazing video went to form the finished product.
Robin’s Testimonial
Was Robin pleased that he hired me to help him create this course and the surrounding marketing content? I went back to ask him…
So how does this work with your video retainer package?
There are three tiers of video retainer package but essentially we take over all your video production and marketing needs. You can read about them in detail here. Essentially you pay a small monthly fee for a monthly video production allowance. This allowance can be used up over 12 months or all in one month depending on your requirements. All aspects of video marketing and production are included for this fee including:
Video marekting strategy development
Concept creation
Script writing and storyboarding
Video production (Equipment, Crew, Cast etc)
Post Production (Editing, Colour, Music etc)
Assessment of Video Stats and Audience reactions
I want to do this. How do I get started?
If you want to get started making videos for your business, just fill in the form here and we’ll get in touch to book a free consultation.