Dive a Little Deeper
Aspire is a unique company that supports veterinary practice owners and managers with strategies and resources to cultivate a thriving practice culture, lead a fully engaged team, select and develop great talent, and create the kind of lasting change they want for their practice. They do this by developing a thorough and focused educational video course that launched in the fall of 2018. A few months before launch, it became apparent that they needed to switch gears with their editorial direction. Knowing they were running out of time, they made the decision to change course and find another partner.
Develop a branded template for an educational video (about 5 minutes long) and then complete 80 (20 videos per course x 4 courses) of them in two months. The content had to represent the Aspire Vet company and each separate video had to be unique with an educator, b-roll, motion graphics and animations. In addition to this, a plan was set in place to tackle smaller marketing project that would inevitably arise (like the promo video) since the company was going to launch.
Much of what we do involves video editing and motion design but this project took a different approach. We needed to start creative directing from the ground up and project manage along with the Aspire team, before we even touched the mouse. We knew immediately that we’d have to scale up for this one (it’s something we can do very easily). I added two editors to the team and I pitched a few options for the template. We chose a difficult video that would be a good representation of all of the assets we would use. Once this template video was approved, I cleaned up the template and prepped it for the editors. They already had the footage labeled with selects and were ready to go. They cut A-roll and B-roll, timed music and used placeholder graphics so I would know where my stuff needed to go. This way, I could start designing instantly and wouldn’t have to wait for the edits.
When we bid the project, we put together a comprehensive plan for how we would actually tackle the massive amount of work. This wasn’t something that you just work all night on. There just isn’t enough time in the day. A little coffee and Red Bull doesn’t get over 400 minutes of finished videos out in two months. Aspire didn’t plan for a two month turnaround. They structured adequate time but the original partner they were working with attempted to tackle it differently. They approached one video at a time and it quickly revealed that it wouldn’t be efficient enough.
We had a different approach. We replicated a factory line but didn’t let quality suffer. We allowed each person to focus solely on their talents and nothing else and this resulted in quick, quality work. For an editor, at least for me, I can get a lot more done if I just edit. I try not to touch the color or audio until I need to. One hat at a time.
The benefit was efficiency and economy. We needed to constantly step back and look at the project as a whole. We were able to share edit styles and animation keyframes. Instead of working on one video, I pulled in similar animations from different videos and completed them as a pair. It was a lot of documentation and organization but this allowed easy revisions and a happy client partnership.
We released each course at the required deadline to meet review dates and QC for web integration and testing. The company launched on time and continues to add courses regularly using Parallel Vision Post’s team. They had subscribers before they even launched and the rollout was a complete success. They continue to add membership.
Clinics subscribed during launch: 31
Total users during launch: 59
In 2018 Q4, the website saw 3,400 users with 5,000 sessions.
Aspire continues to work with us in several other ways too, like designing their podcast cover art and marketing videos. At the end of 2018, we partnered up with Aspire, the American Animal Hospital Association (AAHA) and Merck Animal Health to create a set of culture videos for AAHA training and licensing. We have plans in 2019 to utilize video to further increase engagement and membership. This is a partnership that we see as a benchmark with every company we work with.
Marketing Communications Manager at Aspire