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O P I N I O N
Video marketing
Getting creative with your video marketing efforts requires a continual adaptation of your strategy, but doing so will allow you to make the most of this valuable marketing tool.
V iewers watch more than 1 billion hours of video daily on YouTube, so it is no surprise that AEC firms are increasingly using video marketing as a component of their marketing programs. One of the newer trends in proposal development is the use of embedded videos and hyperlinks to videos, allowing traditional proposals to benefit from more dynamic content. With fewer in-person business development and networking opportunities, we’ve found that videos provide a connection with our clients during the proposal and interview process, and that can be extended into the design, construction, and overall lifecycle of the project.
Joseph Spadea
A few years ago, we introduced Pennoni FX Studios, our in-house design visualization team, which uses engineering data to bring our projects and designs to life. Through these efforts we’ve seen success in achieving stakeholder approvals and providing understanding of complex projects to the public. We’ve seen more opportunities to utilize these visualizations and videos in our proposals, shortlist interviews, and even as stand- alone, fee generating projects. Our PFX group has grown and we recently had our busiest month creating design visualizations for our colleagues in various stages of their
projects. These visualizations can range from still images with surrounding context provided from sources such as NearMaps to full videos with real time HDLS and drone imagery. As our design visualizations efforts have taken off, we’ve added non-traditional “out of the box” hires to take our videos to the next level. Our “visionaries” are a diverse group with a unique combination of engineering, gaming, and artistic skill sets. They are engineers, designers, and industry animation experts that all have a passion for storytelling.
See JOSEPH SPADEA, page 4
THE ZWEIG LETTER DECEMBER 28, 2020, ISSUE 1372
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