Thank you for taking the time to learn how you can use video strategically in your association. This workbook will help you to leverage the power of video to inform educate and inspire your members. Completing the workbook will take less than an hour. Once you submit your answers an Association TV® team member will reach out to you in a few days to answer any questions that you may have.

If you have trouble with any of the workbook questions, please contact Susan.Welter@WorkerBee.TV and she will be happy to assist you.

Dan Stevens, President WorkerBee.TV

SECTION ONE

SOURCES OF CONTENT TO USE IN VIDEO

While you complete this exercise we want you to think about how your association is (or wants to be) seen as the source for helping members with their career or primary needs. You need to develop content members will appreciate and will continue to look to your association for updates on trends, best-practices and industry insights. This video content can be everything from short-form educational updates to online LMS accredited learning and CE credit content.

If you already have a hard copy workbook that is completed as an example this may help you visualize the process. Or, Download a completed workbook here as an example and then continue with the entry process to complete your own video content calendar based on the entries below.

If you have any questions or require support please contact us.

We hope this helps you identify how to have engaging video content, all year long, strategically deployed against member, association and financial objectives.

LEADERSHIP

Board Members, Chapter Leaders, and Internal Staff that can speak on various topics – such as industry updates, economic outlooks, government or legislative updates and other news that matters to members.

TYPE OF NEWS, UPDATE OR EDUCATIONAL TOPIC

EDITORS (MAGAZINE, NEWSLETTER, BLOGGER)

Re-purposing up to 1 story per release in video.

Identify the number of issues per year

CONFERENCE EDUCATIONAL SESSIONS

Pick sessions that impact members careers or your industry. Recorded and repurposed in video, audio, and/or text.

Topic/Title

SPONSORS, THOUGHT LEADERS, AND EXHIBITORS

Identify sponsors and exhibitors that can speak as experts on topics, insights, future trends or case studies that would help your members understand a topic or trend.

For each Sponsor list 1-2 educational topics:

ACCREDITED LEARNING OR IN-PERSON CE EVENTS

List sessions that could be filmed at a live training session and then re-purposed.

ACCREDITATION OR CE
COURSE NAME

SECTION TWO

VIDEO NEEDS BY ASSOCIATION DEPARTMENT

Each department has their own objectives to achieve each year and video can help you cut through the clutter and inform members (and prospective members) to take the action you want them to take.

Some of the popular areas where video can help are:

  • Member Marketing (events, member services)
  • Recruitment Marketing (testimonials, value of membership)
  • Advocacy
  • Awards
  • Contests
  • Announcements / Updates

This section is used to identify the type of video that can help each department meet their annual objectives.

DEPARTMENT

Marketing & Communications

TYPE OF VIDEO
QTY/YEAR
DEPARTMENT

Education/Events/Learning

TYPE OF VIDEO
QTY/YEAR
DEPARTMENT

Membership

TYPE OF VIDEO
QTY/YEAR
DEPARTMENT

Advocacy/Gov't Affairs/Legislation

TYPE OF VIDEO
QTY/YEAR

SECTION THREE

FINANCING YOUR VIDEO PROGRAMMING

For years, associations turned to magazines to provide members with regular communication, education and updates, and leaned on advertisers to make this both a member value as well as a profit center. Video is the new “mobile friendly” vehicle to deliver a consistent frequency of content to your members while supporting your programming with sponsorship, advertising, or pay-per-view.

However, not all content should be supported by advertising or sponsorship. Content monetization varies from association to association. For example, a member recruitment video perhaps should only be branded by the association, with no advertising support.

This section helps you identify the best way to monetize your content appropriately, with the right non-dues revenue model (sponsorship, advertising, pay-per-view, grants or “this content should not be monetized”).

What percentage of your video programming is funded from:

If the Ideal Model was achievable and scalable would you increase your use of video by:

Below, is an example of identifying types of content and events that allow monetization.

BUILD YOUR OWN

EXAMPLE OF VIDEO CONTENT CALENDAR (BASED ON INPUT)

Edu-tainment Video
Episodes (3-4 minute)
Workbook
Totals
Percentage to
Feature in Video
Q1 Q2 Q3 Q4 Annual
Total
Funded by
Leadership News/Updates 0 100% 0 0 0 0 0 Up to 7 Sponsors per Channel
Top Magazine Stories 0 100% 0 0 0 0 0 Up to 7 Sponsors per Channel
Top Newsletter Stories 0 25% 0 0 0 0 0 Up to 7 Sponsors per Channel
Top Jornal Stories 0 100% 0 0 0 0 0 Up to 7 Sponsors per Channel
Top Blogs 0 10% 0 0 0 0 0 Up to 7 Sponsors per Channel
Conference Educational Sessions 0 100% 0 0 0 0 0 Exclusive or 7 Sponsors
Sponsors / Thought Leaders 0 40% 0 0 0 0 0 Exclusive by video / channel
Event Video Solutions
Conference Sessions (long video) 0 100% 0 0 0 0 0 Exclusive or 7 Sponsors
Conference Sessions (long podcast) 0 100% 0 0 0 0 0 Exclusive or 7 Sponsors
Accredited or CE Course 0 100% 0 0 0 0 0 Pay-per-View (PPV)
Exhibitor Solution Portal 0 40% 0 0 0 0 0 Exhibitors video / channel
Association Department Videos
Member Marketing 0 50% 0 0 0 0 0 Dues or Profits from Sponsorship
Recruitment Marketing 0 50% 0 0 0 0 0 Dues or Profits from Sponsorship
Advocacy 0 50% 0 0 0 0 0 Dues or Profits from Sponsorship
Awards 0 100% 0 0 0 0 0 Dues or Profits from Sponsorship
Contests 0 100% 0 0 0 0 0 Dues or Profits from Sponsorship
Announcements 0 50% 0 0 0 0 0 Dues or Profits from Sponsorship
Others 0 50% 0 0 0 0 0 Dues or Profits from Sponsorship
Total Videos by Quarter / Year 0 0 0 0 0

$0*

Net Non-Dues Revenue to Association

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