Salus University Marketing/Promotional Video

Since opening its doors in 1978, The Eye Institute of Salus University has been committed to providing quality vision care services to children and adults, particularly the uninsured and underinsured.

Each year, the AOA Conference: Optometry’s Meeting® is held to facilitate continuous education, the latest technology exhibits and networking opportunities for optometrists, optometry students and optometric staff. This year for the first time, the event was to be held in Salus University’s backyard at the Pennsylvania Convention Center in Philadelphia.

Client Needs

A “Celebrating Our Heritage” event was to be held in conjunction with the AOA Conference at the National Constitution Center. Several weeks before the event, the Salus University marketing team contacted IMS to discuss utilizing video to increase awareness and financial support of their initiatives in and around the city for both children and adults.

The IMS Solution and Process

Through it’s standard Needs Analysis Form, IMS guided the client through the pre-production process to ascertain goals, tone, style, call to actions and other details.

During this time, IMS reviewed the client’s current marketing materials, event brochures, historical archive, online content and several hours of high definition b-roll from various locations and events.

Due to the short timeline of the project, the IMS Productions Department utilized portions of the client's existing marketing materials as demo content to quickly procure multiple voiceover auditions. These auditions were presented to the client along with background music options via an online portfolio, from which they could provide feedback and opinions. At the same time, IMS drafted a script for voiceover and rough storyboard of the video flow. Once the script, voiceover talent and music was approved, main editing began.

The project was edited entirely in Final Cut Pro X, with drafts and revisions provided via private VimeoPro links. During the editing/review process it was discovered that several tweaks needed to be made for which the client provided additional b-roll and still photographic resources in conjunction with IMS’s stock footage, graphic animations, and motion text sequences. The final piece was delivered in several HD formats, one specifically for playback at the event and another for hosting online and social media sites. As a standard procedure, IMS also provided the client with a Final Sourcing Document outlining the ownership and copyright information of every audio and video element in the final piece.

The Result

Feedback from the Salus University Chief of Staff and entire team was very complimentary on the professionalism, flow of information and seamless process of the entire video project. The reaction to the video at the event was very positive and the piece is now gaining popularity on the client’s YouTube and social media sites.

Share This Article