VIDEO EXAMPLES - CRG BREAKDOWN
This page consists of a breakdown of the video case statement for Camp Rainbow Gold, and provides video examples of each VBB (video building block) that goes into the four main sections of NEED, SOLUTION, RESULTS, and CALL TO ACTION. As you read through the book, follow along on this page and watch the corresponding video example to see for yourself how the elements of a video case statement work together. Each video clip is numbered to match the lessons and descriptions in the book, Secrets to BIG MONEY Using Video!
Go right into the story, you want to grab them with emotion from the very start. Create an opening that is dynamic, emotional and fast paced.
Put your audience in the shoes of the client. They'll experience the NEED and SOLUTION through the clients eyes. This point of view creates empathy.
VOICE OF THE CLIENT
Let your characters speak for themselves. This lends authenticity to the piece. It's much more impactful to hear it from the client in his own words.
Your dramatic intro is where you want to load emotions like fear, sadness, poverty, anxiety, frustration, anger and danger.
ORGANIZATION AS HERO
After defining the the need in emotional terms, bring the organization in as if they are the cavalry!
HOW do you help? What different programs and services do you offer and why do they help? This is the place for detail, but not too much. Just provide them with enough information that they “get-it”.
CEO & STAFF
The CEO is the most knowledgeable and passionate person in the organization. Make the voice of the CEO the primary narrative voice.
A psychologist talking about the impact of the solution from a scientific point of view helps validate the approach to the solution. These people can also help testify to the measurable results of the mission.
Show the audience the emotional release you provide your client. In doing this you also relieve the audiences tension. A solution can’t just be static or statistical, it must be infused with positive emotion.
If someone is willing to go on camera and say, “this worked for me,” that tells me something. It can’t be staged or scripted either, it has to be genuine. Hearing it from the horses mouth is much more convincing.
Just remember the rule of three: no more than three statistics at a time. Most people won’t be able to remember much more than that, so provide only the most memorable and important stats.
This is the part of the video where you want to show the results of your mission on the clients. It’s another way to prove that your solution works!
SHORT TERM GOALS
Start by telling them your immediate goals.If your organization is about to close down unless the community gets behind them, say so. Tell them what you need right now, right away to keep things going.
I believe in being direct. Don’t imply what you want, ask. Those who ask, get. I usually use the CEO for this.
LONG TERM GOALS
Share with them your BIG VISSION! If they are on fire about your mission, they will want to see you change the world with your solution, not just change your community. People like to get behind a vision.
It’s a way of encapsulating what they’ve just learned and leaving them with a positive and excited emotional state. We start with emotion and we end with emotion.
PADDLE RAISE PRIMER
This is a four- to five-minute video that features one voice, one client speaking profoundly about his or her experiences. While the client makes emotional statements on behalf of all clients, video clips from leftover footage not used in the video case statement but created while producing it can tell the larger story. A new paddle-raise primer can be created for each year and thus will have fresh impact from gala to gala. Here is the paddle raise primer for Camp Rainbow Gold.