BullHorn Media: Promising Video Business

BullHorn Media is the newly separated corporate video production services brand from Mark and Lisa DeGrand.  Their original business, Pro One Video, has provided over 20 years of wedding videography services to Orlando, Florida. The tagline and idea behind BullHorn Media is to help businesses in need of “amplifying [their] image,” in which Mark can produce corporate and education video services like live streaming, conventions coverage, testimonials, meetings, on-site editing, title/motion graphic design, branding and photography.

 As a boutique creative office, their focus on the customer is what sets them apart from the heavily saturated market. Their expertise and quality work in video production has allowed them to perfect the art of recognizing customer needs, and exceeding their goals even when they’re not be clearly stated at the start. Since the duo has low staff overhead costs, they are able to work with small businesses with smaller budgets, or call on a network of creatives to assist when approached about larger corporate projects. Regardless of the project size, they pride themselves on offering unmatched personal attention.

Their target audience includes associations, small businesses, trade shows, and corporations. They will provide their services for anyone with video needs whether for a presentation or convention interviews during an event. They’ve worked with not-for-profit organizations

The overall campaign messaging/theme/goals for BullHorn Media to achieve in the fourth quarter:

• Catch and keep the attention of potential clients and current BullHorn Media audience.
• Make a personal connection with BullHorn Media audience.
• Increase online presence and reinforce BullHorn Media brand.
• Stand out from your competition as well-rounded video, photography, graphic design experts.
• Increase leads by 5% in fourth quarter.

Trends and habits that happen during fall/winter:

• September through fourth quarter is busiest season for conventions and corporate business.  

Strengths and Opportunities

Strengths

• Skilled workforce
• Established identity and credibility in the Orlando area with Pro One
• Ability to convert video shoots to DVD on-site
• Provide a wide array of services including: photo restoration, photo montages, Photo FX
• Strong Management
• Pricing Power based on quality of work
• Innovative Culture as they are open to a variety of ways to market their new brand

Opportunities

• Growing demand
• Ability to focus on photography side of videography through their services offered: photo restoration, photo montages, photo FX
• Ability to convert and author video shoots to DVD
• Ability to expand their services by placing video shoots on the internet
• Financial Leverage allows BullHorn Media to quickly expand into other markets
• Greater innovation

Why use an Integrated Marketing Communications Plan

According to the American Association of Advertising Agencies’ definition, integrated marketing communication is a form of planning achieving the objectives of a marketing campaign through a well-coordinated use of different promotional methods that are intended to reinforce each other. By integrating marketing communication tools such as advertising, direct mail, social media, telemarketing and sales promotion, a business provides clarity, consistency and maximum communications impact.

 

BullHorn Media should utilize an IMC strategy using various channels because it will give their small business the potential to get better results from their campaigns and reduce marketing costs. By repeating the headlines, key phrases and images in communication, they will ensure that prospects and customers receive consistent messages each time they see one of the elements of the campaign – no matter the platform or touch-point. Creative consistency helps reinforce the basic campaign themes by increasing the number of times prospects see or hear the same message.

All in all, I think with a bit of strategic planning and personal investment (more time than money) in learning about their respective platforms and audience, there is a lot of opportunity for BullHorn Media to catch and keep the attention of potential clients and audience in the long run. Their social sites like Facebook, Twitter and blog will allow them to make a personal connection with their audience as long as they are consistent in their messaging and response time. 

Special attention on how to use photo and video into their platforms will increase online presence and reinforce the BullHorn Media brand. By using more than one medium and by honing in on strong keywords and phrases will positively affect where they stand in comparison to their competition as well-rounded video, photography, graphic design experts. All of this, along with their high-level quality work, personal attention to clients’ needs, and analyzing of success in the areas they've invested time, BullHorn Media will surely increase their number of leads by 5% in their fourth quarter.