An academic library was asked to create a brief, compelling, attention-grabbing marketing tool that convinces students to choose library resources over Google. After numerous discussions and a brief student survey, the format of the marketing tool was selected, an animated video, and a ballpark cost was obtained.
Year-end funds were allocated for an animated video to be dubbed “Hunt Library vs. Google”. Followed by an abbreviated vendor selection and an arduous down-payment process, collaborative work began. We provided an example video that we wished to emulate. The video showed a student in a boat fishing (narrated as “drowning”) in a sea of information. We wanted to change the boating concept into a flying concept, yet provided little input on how to accomplish this. The animators needed much more guidance, and the fiscal year clock was ticking on our creative endeavor.
They were used to serving businesses with a more tangible product. So we took several steps back to educate them on our product, (which is quality information and service,) and our “company,” an aeronautical university library.
The librarians did not have experience in this type of creative process. After brainstorming, we provided a few ideas on how flight could enter the new concept, and the animator became intrigued with using birds to express a few points.
This presentation will describe several practical considerations, such as costs; types of animation; the creative process (including script, storyboarding, artwork, and voice selection); focus group responses; revisions; release; usage; and ongoing promotion
