At Association TV® we help associations use video strategically, making it profitable, purposeful and predictable.
Video is a medium that works across all departments in an association to inform, educate and inspire its members and prospective members. Because each department may be using video a little differently - or not at all – your team could be left asking questions such as:
- Where should I start?
- What programs are best for us and our members?
- Who should own the video strategy?
- How do I finance the cost of video?
This playbook is designed to answer these questions and help you take the first step towards a strategic video plan. Each video should be measured against three success criteria: to Engage Members, assist in the achievement of Association Objectives and Generate Revenue - to make your video programming sustainable.
Follow the 3-steps below to identify the types of content that will meet member needs, association goals and financial targets. This exercise should take less than 30-minutes to complete. At the end, you will have a first draft of a monetized content calendar that can help you identify and prioritize video projects based on strategic objectives. This playbook will help you leverage the power of video to inform, educate and inspire your members!
If you would like any help throughout this process, we would be pleased to assist you.
If you would like any help throughout this process, we would be pleased to assist you - just email firstname.lastname@example.org
SOURCES OF VIDEO CONTENT
While you complete this exercise think about how you want your association to be perceived by your membership. Likely you want to be the source for information and education, helping members with their career goals and primary needs. With this in mind, you need to develop content that members will appreciate, so that they continue to look to your association for updates on trends, best-practices and industry insights. Video content is easy to consume, and can be everything from short-form educational updates to online learning, continued education and accreditation.
The objective in this section is to help identify key sources of high-quality content and member needs where the use of video can elevate your ability to inform, educate and inspire members and prospective members.
Board members, chapter leaders, and internal staff can - or perhaps already do - generate content that
speaks to relevant topics such as, industry updates, economic outlooks, government or legislative updates
and other news that matters to members. This first section asks, "What content can you leverage from the
leaders within your organization?"
Populate the section below with as many ideas as
you can, utilizing the leadership in your organization
or information you already have on hand:
Your association likely already has high-quality member driven content in the form of a magazine, newsletter
or e-newsletter, journal or blog.
How many issues do you publish each year for the following:
Events, chapter meetings, conferences and educational seminars attract experts and thought leaders in
your industry. Why not leverage these attendees and speakers into educational content that will impact
your members careers?
Thinking of the keynote speakers, full sessions, break-out sessions and panels, how many sessions at a
typical event could benefit from being filmed and shared out with your full membership online?
Please indicate the number of key sessions at each event that could be shared with your full audience:
Identify sponsors that can speak as experts on one or two topics, insights,
future trends or case studies that would be valuable to your membership:
ACHIEVING DEPARTMENTAL OBJECTIVES
Every department has different objectives. Video can help tackle these objectives by leveraging an easy to
consume medium to cut through the clutter and achieve your goals. Some common areas where video can
This section is used to identify the types of video that can help each department meet
their annual objectives.
Assuming unlimited time and resources - what videos do you think would be beneficial to achieving your
Indicate the number of videos per year for each type, by department below: