Santa Fe Navy Week 2020 – Video Production Case Study

Santa Fe Navy Week 2020 – Video Production Case Study

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Summary:

The Navy Office of Community Outreach (NAVCO) and the US Navy’s Chief of Information (CHINFO) pick 15 cities in the US with a limited Navy presence (i.e. landlocked states) annually to host Navy Weeks, which are week-long events to increase awareness about the Naval service and educate Americans on its significance to our country. The Siarza team executed all phases of production for a web series and streamed an event for Santa Fe Navy Week 2020. The week-long event was completely virtual.

Research:

SiarzaSD pulled metrics from Albuquerque Navy Week 2018, which was the last Navy Week hosted in the state of New Mexico. We also conducted market assessments for 2020 to determine which schools, businesses and organizations to feature in the web series. The team utilized data that NAVCO collected from previous Navy Weeks as well as their Market Assessment Report (MAR) for Santa Fe Navy Week 2020 on public schools, colleges and universities, youth organizations, community service opportunities, veteran service organizations, nonprofits and public venues. We continued this market assessment from a home-base approach. 

Furthermore, SiarzaSD conducted interviews for each video in the web series. To maximize reach, the web series was posted to NAVCO’s Facebook and Instagram pages as well as their Twitter feed and released on Siarza’s Youtube channel with the hashtag #NavyWeek

Resource:

Production equipment: iMac 27-inch 5K desktop computer, mirrorless camera (Panasonic GH5), lapel microphones, boom microphone, basic lighting kit, capture card

The Panasonic GH5 camera allowed for high-definition, 1080p video capture in both 24fps (frames per second) and slow motion allowing for a wide range of visual storytelling strategies depending on the story at hand. The iMac, combined with Adobe Premiere Pro allowed for efficient work flow and all-encompassing post-production necessities (transfers, project setup, editing, sound mixing, color correction, graphic design and final exports).

Goals:

  • Explore diverse stories of the people, places, and history behind Santa Fe’s connection with the Navy and veterans, while also shining a light on Santa Fe’s culture and sense of place.
  • Translate the Navy the Nation Needs (campaign name) from an in-person event to a virtual one through the use of video.
  • Tell the story of how the Navy relates to Santa Fe’s community by showing local historical sites, businesses/organizations, cultural elements, and the people of Santa Fe by utilizing video on a tight deadline.

Result:

The Siarza team live-streamed a Cooking with History video that featured Tom Frezza from Naval History and Heritage Command, Santa Fe Chef Peter O’Brien from Bishop’s Lodge Santa Fe and a child from Cooking With Kids, a nonprofit organization that empowers children to make healthy food choices. In the video, they demonstrate how to cook Beef with Spanish Rice, a recipe from a WWII Navy cookbook. 

The videos were distributed through various channels and were shared by parties that were related to the Navy and the community of Santa Fe. The sharing of videos and other Navy content related to Santa Fe Navy Week resulted in campaign-wide success. The results of the larger campaign included 4,196 reactions, 258,916 total impressions, 556 shares, and 8,179 clicks on NAVCO’s Facebook page from November 1-8, 2020. The videos used in the Santa Fe Navy Week campaign contributed to these overall results. Each video used the #NavyWeek; the hashtag generated a reach of 384,010 and 841,201 impressions.Watch the videos here: Web Series Santa Fe Navy Week

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