Philosophy

Videos are playing a more essential role in our marketing mix, and even though each video has a different objective, it's important that each one reinforces our brand attributes and personality. This guide is designed to give you some helpful pointers when creating videos.

WCAG2.0 Video Accessibility Guidelines

A descriptive text transcript (including all relevant visual and auditory clues and indicators) is provided for non-live, web-based audio (audio podcasts, MP3 files, etc.) (WCAG1.2.1)

A text or audio description is provided for non-live, web-based video-only (e.g., video that has no audio track). (WCAG1.2.1)

Synchronized captions are provided for non-live, web-based video (YouTube videos, etc.) (WCAG1.2.2) A descriptive text transcript OR audio description audio track is provided for non-live, web-based video (WCAG1.2.3)

Synchronized captions are provided for all live multimedia that contains audio (audio-only broadcasts, web casts, video conferences, Flash animations, etc.) (WCAG1.2.4)

Audio descriptions are provided for all video content NOTE: Only required if the video conveys content visually that is not available in the default audio track.(WCAG1.2.5)

Authentic Videos

New CareCredit videos must be linked together via the main CareCredit branding as well as the new genuine relatable tone behind CareCredit. As with the philosophy behind Imagery our main focus is use to relatable subject matter, be it footage or imagery, and a sense of genuineness. In short we want real world situations to set the tone for the videos to allow viewers to relate emotionally with they see and engage with our video messages.

At present we have not created a graphics only video, so incorporate imagery or footage into your video in order to maintain this consistent style combining imagery/footage with graphical elements such as type and icons.

As with other forms of public media, it is important to general accessibility when creating and publishing videos on our websites. Please review the guidelines below for more information.

Storytelling (Say it simply. Say it powerfully)

Remember, when you're creating a video, you're a storyteller. You're engaging viewers and walking them through a story, from beginning to middle to end.

Storytelling helps engage our brains and our emotions—we get more involved than we would by seeing just a series of facts or statements. So telling a story is a great way to connect with your audience.

A good video always starts with a good, well-thought-out concept and script.

As you think about your script, think about the most interesting way to present your story. What's the best way to start? How do you connect with them, from the first few seconds? How do you hold their interest throughout the story, as you move from topic to topic?

Keep your story as simple and focused as possible. Try to resist the urge to keep including more and more topics and copy points. If you have too much to fit in one video, maybe you need more than one video to tell the complete story.

Tone (Tone is everything.)

We can't always control how people will encounter or come across our brand. But we can make sure that our brand is always consistent in how it talks and sounds.

Always being consistent with our brand's tone of voice is essential. Our brand is helpful, friendly, optimistic, reassuring and solution oriented. The tone of our communications should always reflect this.

Being likeable is very important but avoid doing videos that use silly humor.

Video Intro (Start strong.)

Put a lot of thought into the first fifteen to twenty seconds.

The first part of any video is critical to getting people's attention—if you don't capture them in the first 15-20 seconds, it's much harder to get them involved at all.

Be sure to let them know what the goal of the video is—help them understand why they should be watching it and what you want them to get out of it.

Earning Attention (We have to earn their attention.)

Don't think they'll watch just because we went to the trouble of making a video.

Attention spans are shorter than ever these days, so use that to your advantage. Get right to the heart of the matter.

Writing your script:

Writing for a video voiceover is different from writing a script that's designed to be read. What sounds good on paper doesn't always sound good when it's heard.

As you're working on a script for your video—if it involves a voiceover—read the script aloud to yourself and to others to get a feel for how it sounds. Keep the sentences short and clear. Sentences and thoughts should flow easily from one to another.

Always remember, you're writing for the ear.

Stay to the Point (Stay true to the basic story you're telling.)

• What's the main "takeaway" you want viewers to get from your video? Make sure that this takeaway is coming through loud and clear.
• You are their guide as you lead them through your story
• Keep sentences as short as possible. Give people time to digest what you're saying, especially the most important points.

Viewers Perspective (Put yourself in their shoes.)

• As you write your script, think about it from the viewer's perspective.
• Always ask yourself, "If I were a viewer, what would I want to know next? What questions would I have next?"

Help them take action.

Be clear about what you want people to do next.

Help them and prompt them to take action. Do you want them to call a phone number? Or visit a website to learn more? Or talk to a provider? Help them know what to do, and give them the information they need.

The ending of your video should always end with a call-to-action. The final frame should present the CareCredit logo as well as any information they can use to take a next step.

End strong

A strong ending is just as important as a strong beginning. Think about the most powerful way to wrap up your video. Give plenty of thought to the key ideas you want people to take away from the video, and end with the strongest thought possible.

Remember, you're telling a story. And every story has a good ending.