Video Marketing by Owen Atienza
Alma Highland Festival
Overview
Owen Atienza is working with the Alma Highland Festival Committee to revamp marketing materials for this year’s festival. This includes doing several video series, graphic design, and community outreach.
Alma Highland Festival Website
Purpose
The purpose of this project is to return the Alma Highland Festival to the crown jewel of the city status it once enjoyed. The Alma Highland Festival brings together the community of Alma, and helps drive engagement with citizens. Our revitalization of marketing efforts helps to highlight the power of community interaction and engagement through a shared event.
The Process
Establishing Team Goals
We began by meeting together as a team to establish roles and goals for our campaign. We discussed who would accomplish what, when, and how so that our process was streamlined. This is where I outlined my plan to do a video content series: Festival in 55, and Sponsorship videos.
Archival
From there, I began gathering archival footage of previous years’ festivals. This included recording old VHS tapes, gathering old photo books, and searching databases for information and media content of previous Alma Highland Festivals.
Production
With the help of committee members, I was able to establish connections with many core members of the Alma Highland Festival and Games operations. With those connections, I scheduled many different interviews for the sake of collecting footage to be used in the Festival in 55 videos.
Post-Production
After collecting footage, I began to edit the footage for the Festival in 55 series. I developed a style guide for the videos that serve as a conceptual throughline for all the videos. This process involved editing down 15 minutes of an interview into 55 seconds for each video. I wanted to gather all the most relevant information for each video while telling a story. Much of my time was spent in post-production, working through different ideas and concepts for each of the videos to best match the ideas portrayed in the interview.
Feedback
For feedback, I consulted my committee members for ideas on how to improve, as well as making sure I was inline with the festival brand and image. Much of this feedback was very helpful and allowed me to realize our goals through my work.
Sharing
The sharing process has slowly begun, as we begin to rollout our major marketing efforts. With the festival being over a month away, we have only posted 3 of the videos so far, with more to come.
Senior Biography
Owen Atienza is a Senior with a double major in New Media Studies and Marketing. He has spent his college career as a student-athlete, competing for the Alma College wrestling team. He has taken several opportunities to take his education to the next level with experiences like the Washington Media Institute program in Washington, D.C., and working with the Alma College Marketing and Communications department. His specialization in New Media Studies is videography and content creation.
After graduation, Owen Atienza will be moving to Kalamazoo, MI. In Kalamazoo, he will be pursuing a sales job while working on freelance videography. He hopes to eventually move to Chicago to work in advertising.
