When we last visited the topic of visual storytelling, we explored how an authentic compelling story can build trust with prospects while engaging newcomers. We also looked at some best examples of visual storytelling and how they improved brand awareness for several real-world communities.
But there’s more to visual storytelling than snapping a few photos or shooting a video with your cell phone. You also need a storytelling strategy for content marketing to maximize its impact. Here are four keys to visual storytelling that will help you promote your brand, cultivate authenticity and get the best return on your investment.
Join us on Wednesday, April 23, to learn more about the value of video storytelling.
Join Love & Company Senior Vice President Client Experience Amy Brodie, Creative Director Erik Piisila, John Knox Village of Central Florida Marketing & Communications Specialist Shannon Finley and Carlyle Place Director of Marketing & Sales Vicki Mills as they discuss how video storytelling can significantly enhance marketing strategies. Our upcoming webinar, “How to Harness the Power of Storytelling in Marketing Videos,” will be held on Wednesday, April 23, from noon to 1:00 p.m. Eastern. Register now for the webinar.
1. Aim for Cohesive Multi-Channel Storytelling
One of the biggest mistakes communities make with visual storytelling is trying to string stories together piecemeal instead of taking an integrated multi-channel approach.
But we didn’t stop there. Subsequent marketing efforts told this lifestyle-focused story through blogs, television spots, digital ads, social media and other channels. See how a consistent multi-media tone, aesthetic and theme formed a cohesive narrative focusing on one of Westerwood’s key differentiators: its residents.
30 Second TV Spot Love created: https://youtu.be/KwjNd-B9IVI?si=_b0oaSLYvJmfcX1A
15 Second Spot Love created: https://youtu.be/MB8rsCAAXMs?si=R01dZR5tCGttTr4D
2. Maximize Your Marketing ROI
It may seem more cost efficient to have someone do a quick one-off photo or video shoot for a print ad or website. But if you think strategically, a single shoot can go a long way toward helping your community tell its story across multiple channels.
Say, for example, you want to record a 5-minute video about your community’s revitalized health and fitness center. You can get the most “bang” for your marketing dollar by using that single shoot to provide content for:
- A television commercial about your community’s vibrant lifestyle
- A YouTube video featuring residents and their fitness routines
- A blog or social media post about senior wellness
- A direct mail package showcasing recent renovations to your community
Creating multiple “stories” around the same content takes fewer resources than trying to do it all from scratch. Even better, your community will reach a wider audience.
3. Keep Quality Consistent Across the Board
We’ve all seen websites and social media posts where subpar images and videos had a negative impact on authenticity. It almost feels like people simply aimed their cell phone at whatever caught their eye at the moment.
To maintain cohesion and credibility, the quality of your visual storytelling must be consistent across all channels, both print and digital. And it’s the little things that matter. How do we stage the scene? What kind of props should we use? Where should we place the microphones to maximize audio clarity?
Even something as simple as lighting cannot be overlooked. For example, if you want to showcase your newly renovated dining room in a brochure or direct mail piece, you’ll want to use speedlight or flash photography. However, a softer more continuous lighting setup for video allows residents to feel more comfortable when raving about delicious entrees.
The best visual storytelling elevates quality into a strategic choice—one that strengthens the narrative, resonates with audiences and—ultimately—sets your community apart.
4. Transform Your Residents Into Brand Ambassadors
According to IBISWorld, more than 19,000 retirement communities are competing for attention in the United States. Most offer gracious amenities, quality healthcare and well-appointed homes, so how do you set your brand apart?
Visual storytelling offers a unique opportunity to turn your residents into brand ambassadors—enthusiastic advocates who are eager to share your community’s unique story with others. And if there’s one thing we’ve learned over the years, it’s that authenticity cannot be scripted … it must be earned.
For example, Love & Company recently laid the groundwork for a series of video shorts featuring the folks at Blue Skies of Texas. We began by pulling resident interviews from a client-provided video, focusing on bits that highlighted their warm personalities and sharp wit. Later, we returned to interview additional residents for the series, and before we knew it folks were lining up to tell us how wonderful life is for them.
That feeling of authenticity shines through the video vignettes, two of which are shown here:
In the end, the secret to compelling visual storytelling really isn’t a secret at all. Folks are drawn to images and videos that feel honest, real and sincere, and those that reflect the people behind your brand.
So, What’s Your Community’s Story?
Implementing a visual content strategy goes far beyond a loose collection of photos and videos. A knowledgeable experienced partner like Love & Company can work with you to enhance authenticity, build brand cohesion and make your community’s story irresistible to future residents. If you’d like to start a conversation about how this powerful tool can leave a lasting impression on prospects and families, contact Tim at 410-207-0013 or tbracken@loveandcompany.com.
