1. Introduction to online learning film
I’m Lauren Johnston-Smith – I have worked in MVM for 7 years as marketing manager for the graduate school where much of my time was spent with on the marketing of online learning degrees.
I’m now on secondment in Information Services, working for Melissa, on online learning marketing projects for the whole university. I’m based in the same department as the website team, the graphics and interactive content team, the team who produce MOOCs, elearning technologists, so most of what I’m working on connects with these teams and their work – but all is with focus on attracting good quality applicants to study online with Edinburgh.
This presentation is a shorter version of 4 presentations that were delivered on 1st February to more than 60 staff working in online learning recruitment.
Lauren Johnston-Smith
Online Learning Marketing Project Manager

2. The problem Is it academically equivalent to an on campus degree?
Do I ever have to come to Edinburgh?
Does it say on the degree certificate that it’s taught online?

3. The process
Storyboard
Identified broad messages and images

4. The process
Script production and consultation – had to be sure it accurately reflected all our online degrees

5. The process - challenges
Imagery…
Mode of study (do online learners really drink so much coffee?!)
Finding representative photos of online students
…and keeping content and messages broad in order to reflect all programmes and their different teaching methods.

6. The process - challenges
Fonts – experimented with initially (now Arial)
Static images and some video content
Tried to keep the editing fast-paced and detailed, with subtle movement on static pics, so the viewer’s attention is held over the 3min of narration.
Pics and vids are royalty free and sourced via
Music Royalty Free, sourced from YouTube (credited in the description).

7. Narration

8. Version 2

9. Stats

10. Two new films coming soon…