How this University Improved Ad Conversion with Video

The University of New Brunswick’s College of Extended Learning was looking for ways to promote their course offerings. Instructors were requesting more video content due to its effectiveness, but the Marketing and Communications Department lacked resources such as expensive equipment and paid videographers. They turned to Vocal Video to produce course testimonial videos.

Vocal Video enabled instructors to introduce their course on video, which allowed prospective students to get a deeper understanding of UNB’s programs. These video testimonials were used in marketing efforts, from paid social media campaigns to larger university-wide email advertising campaigns. UNB found that advertising campaigns with video testimonials produced superior conversion rates compared to non-video campaigns.

Learn more from Belinda Elliott-Bielecki, Director of Marketing and Communications about how Vocal Video help her department boost student enrollment and instructor satisfaction.

Speaker: Belinda Elliott-Bielecki, Director of Marketing and Communications, University of New Brunswick College of Extended Learning

How does the University of New Brunswick use testimonial videos?

Belinda Elliott-Bielecki: At the University of New Brunswick College of Extended Learning, we create a lot more than testimonials with Vocal Video. We create promotional videos and short digital ads for our social and advertising campaigns. We create videos featuring instructors talking about their courses. We believe video is a great medium to explain and provide prospective learners with the information about our courses and programs.

We use the assets that we create with Vocal Video in paid social media campaigns on Facebook and Youtube.

We create videos that are embedded in our website and in our email communications. We also use video on the trade show floor. Essentially, we use video on any channel or any place we're able to do so. Vocal Video makes all of this possible.

What challenges did you have with creating video testimonials before Vocal Video?

Belinda Elliott-Bielecki: Prior to finding Vocal Video, our colleagues were asking us for video content to promote their various activities and we simply didn't have the resources. It was just not possible for my small team to do so.

To create a video, you typically need a videographer, equipment, and lots of time and money. Many of the clients that we would feature in our videos are taking courses from a distance, so getting them in the same room wasn't feasible. Vocal Video was really a great solution for us.

Check out how UNB promotes a new course with Vocal Video:

Get started creating testimonials using Vocal Video's education templates.

What’s the ROI of video testimonials for UNB, and how do you measure it?

Belinda Elliott-Bielecki: We now have interesting and engaging video content.

Best of all, our video advertising campaigns produce superior conversion rates compared to non video campaigns.

Last but not least, our ROI really includes our happy colleagues. They're really pleased with the video content we're creating for them. From my perspective, that's priceless.

Would you recommend others try Vocal Video?

Belinda Elliott-Bielecki: I highly recommend Vocal Video to any marketing team or marketer who's looking for an easy and inexpensive way to create quality on-demand video content.

How would you describe Vocal Video?

Belinda Elliott-Bielecki:

Vocal Video enabled my team and our organization to join the video marketing revolution.

Prior to finding Vocal Video, we just did not have the time, resources, money, or skills to create the quality video on demand that we are able to do now.

Vocal Video is super easy to use. It's inexpensive and it's really proven to be an invaluable tool in my team's toolkit. We have not looked back since we found Vocal Video and we're really pleased with what we can do with it.

An example of how UNB has their instructors record short videos to promote courses.

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