Getting to know the brand - Premiere Rush Tutorial

- [Instructor] Before getting into the specifics of repurposing video for social media, let's talk a bit about who we're making the videos for. It's important to know as much as possible about the brand before we begin implementing our repurposing strategies. We'll be working with Wheels4Water, which is a clean water charity. Cyclists in the United States raise money for clean water, sanitation, and hygiene education for villages in Africa, and they do that by riding extreme distances and in difficult conditions. The actual charity that does the work in Africa installing the wells and the facilities and educating the people is called LifeWater, and so Wheels4Water is sort of a feeder charity. They provide LifeWater some of the funds in order to do its work. Wheels4Water has been around for about five years and they've raised $750,000 dollars, which has provided safe water benefits to about 19,000 people. Now each year, Wheels4Water hosts a different cycling excursion, and each event comes with different fundraising goals, different African villages that they're helping, and different approaches in order to reach their objectives. In that sense, the branding of the marketing campaign changes slightly each year to accommodate the specific needs of that year's goals. So as we research this brand, it's clear that much of the Wheels4Water brand identity comes from the extreme conditions that the cyclists put themselves through in order to fight for a worthy cause. But they keep it simple and down to earth, too. On their website, their mission statement is as simple as, "We ride our bikes to help people get water "and sanitation for life." The vision goes on to say, "Safe water should be a reality for everyone, "and sometimes progress starts "with just one pedal after another. "One mile at a time." So these words should serve as the groundwork for the messaging in our videos. Also while we're on the website, I want to point out a few aesthetic branding details which may help us as we create and repurpose our videos. We're looking at colors, fonts, layouts, shapes, and more. Let's just start with the logo. It is circular, with the shape of a bike wheel surrounding the perimeter. This circular bike shape is front and center within the logo itself, and it's also present through the rest of the page as well. So let's keep that in mind, it might be useful for some of our videos. The colors for this year's branding are blue, yellow, red, and white, and the text is a clean, simple sans-serif, all-caps font. These are bold, pure colors that evoke bright and energetic tones. They're also primary colors, so the color palette is very balanced across the color spectrum, which allows the psychology of each color to meld harmoniously. Layout-wise, there's a consistent use of these large header videos and photos that feature images of Africa, as well as images of biking, and of water. There are beautiful, sweeping landscapes and interesting close-ups. This is a great thing to keep in mind as we design the visual palette of the videos. Otherwise, the site is clean, relatively uncluttered, and uses simple iconography, okay? So all things to keep in mind for our video design. Now let's just finish by talking a bit about the Wheels4Water audience. There are three basic areas where the Wheels4Water brand usually focuses its efforts, and these are personal networks, the cycling community, and the water charity networks. Let's talk about each of these. First, personal networks. When we're talking about personal networks, we're just talking about the personal and professional networks that comprise the Wheels4Water's general social media audience. You can think of personal networks as sort of the low-hanging fruit in terms of outreach, because they're already in your social space. That said, it's important to be smart about releasing videos that resonate with this very large and diverse audience. This crowd is likely to best respond to a balance of both emotional and informational approaches, because you've quickly got to educate them about the problem and make them care, and of course the goal is to ultimately convert them from a passive audience to active contributors. Second, there's the cycling community. Tapping into this network is a great strategy because you can reach people who might not otherwise know the mission of water charities through these other shared interests. Finding ways to appeal to the inspirational and motivational triggers of this crowd are key. But it's also important to still provide enough information that educates the audience on the main issues. We also need to keep in mind that we will likely be able to capitalize on strong emotional and physical connections to extreme cycling. And just as with the social media audience, they too need to be hooked and converted. Wheels4Water is fortunate to have access to several celebrity cyclists to help boost their reach so that will be a big help in our efforts there. Third, there's the water charity community. Again, LifeWater is the actual water charity that Wheels4Water has teamed with and so their expansive social media following is a great resource to tap into, because people who give to LifeWater are interested in, and often passionate about its success. So for this crowd, we probably don't have to cast as wide a net as with the general social media audience, and we may have the opportunity to dig a little deeper and get more personal. All right so that is the whirlwind introduction to Wheels4Water, which is a good primer before we get started making and repurposing videos for this brand.