WCU Video Development and Publishing Guidelines

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WCU Video Development and Publishing Guidelines

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Category : Marketing

It has become increasingly easy from a technological viewpoint to create videos for sites such as YouTube and iTunes as well as for university websites. However, it’s important to comply with copyright and trademark law, university policies, and intellectual property and licensing considerations before creating and publishing your video. Here are the guidelines to follow. We encourage you to contact WCU’s Office of Public Relations for support as you develop your video.

VIDEO DEVELOPMENT
Branding
Use of copyrighted material
Appearance releases
Accessibility
Production tips
Intellectual property

VIDEO ONLINE PUBLISHING
WCU’s iTunesU channel
WCU’s YouTube channel
Embedding videos on your unit’s official (wcu.edu) webpage

VIDEO DEVELOPMENT

Branding

If your video is produced on behalf of Western Carolina University or one of its departments or units, it must conform to the university’s branding guidelines. The WCU Style Manual governs the use of Western Carolina University’s essential branding elements. Please refer to this document and/or contact Creative Services for guidance on proper use of university logos, colors, and typefaces within your video.

WCU Creative Services
Rubae Schoen
rschoen@wcu.edu
828.227.2077


Use of copyrighted material

For videos and multimedia to be considered for placement on university websites or other public channels, you must have created, and/or have permission to use, all content, including video and still imagery, words and music. You also will need to gain permission if your video shows sets, props, lighting and/or costumes designed by individuals who are not part of the campus community.

If you do not compose and create all background music yourself, you must obtain explicit permission from all copyright holders, including holders of lyrics, composition, performance and recording rights.

When purchasing rights to use copyrighted material, be sure to purchase the rights for all the distribution channels you might logically use. For example, usage rights for a video that will be uploaded to YouTube will be broader than rights for a video distributed via DVD or confined to the university’s iTunes channel.

Brief instances of incidental background music in a scene may be acceptable, according to the generally agreed-upon fair use guidelines. Examples of incidental music include a recording made during a performance or sporting event, from which the video producer could not remove the background music.

Use of copyrighted works by faculty, staff and students is governed by the university’s Copyright Policy (University Policy #84).

Alternatives to using copyrighted sound recordings for background music include:

  • Ambient noise
  • Audio that is shared via a Creative Commons license
  • Compositions/recordings of original compositions by friends who grant you permission
  • Music you compose and create yourself
  • Free audio loops included with software (GarageBand/FinalCut Pro)

Your video may infringe upon someone else’s copyright even if any of the following is true:

  • If you give credit to the owner/author/songwriter.
  • If you are not selling the video for money.
  • If similar videos appear anywhere else.
  • If the video contains a copyright notice.
  • If you created a video made of short clips of copyrighted content—even though you edited it together.
  • If you taped it off cable, videotaped your TV screen, or downloaded it from some other website, it is still likely copyrighted and requires the copyright owner’s permission to distribute or can only be used within the limits of legal exceptions to copyright.

WCU Office of Public Relations
Keith Brenton
wkbrenton@email.wcu.edu
828.227.3080

Two copyright  resources from YouTube

What is copyright?
YouTube Copyright School video


Appearance releases

It is your responsibility to have the relevant clearances on file from people featured in the video for the use of their image and statements in the video. Keep these releases on file.

We strongly recommend that you obtain a signed photo release for all students and non-employees appearing in your video. Two release forms are available from the Office of Public Relations here. (NOT SURE WHERE THIS RESIDES)

If the subject(s) is a minor (under 18), you MUST have a completed minor release form. The other form may be used for students, alumni, and others 18 and older.

If the photo/video session will occur at a public event, there is an implied consent by those in attendance. One cannot expect privacy while attending a public event.

At a non-public event, standard practice is to announce to the subject(s) that photo/video-taking will occur, that these pieces may end up on the website, Facebook, YouTube, or other promotional or educational channels, and to give attendees the option to not participate.

If you do not have them fill out the form, and you use the pieces, and the subject later asks you to cease and desist, you must take the videos down. So if you end up with a really nice piece that you can’t live without, you’ll want to be sure you have written consent.

Make sure students in your video are not on the Family Educational Rights and Privacy Ammendment (FERPA) no-release list. (University Policy #72)

WCU Office of Public Relations
Keith Brenton
wkbrenton@email.wcu.edu
828.227.3080

Accessibility

Official university videos intended for placement on public channels (i.e. university webpages, social media channels, etc.) must comply with the university’s Web Accessibility Policy (University Policy #86).

Videos need to incorporate features that make them accessible to everyone. Audio descriptions of images (including changes in setting, gestures, and other details) make videos accessible to people who are blind or have low vision. Text captions synchronized with the video images make videos and audio tracks accessible to people who are deaf or hard of hearing.

When an audio portion of a multimedia production is captioned, the captioning must be synchronized with the audio. Synchronized captioning allows someone reading the captions to also watch the speaker and associate relevant body language with the speech.

Caption/transcript files are usually added at the time the video is uploaded to a server. Contact the Office of Public Relations for instructions and a list of available caption/transcript resources.

WCU Office of Public Relations
Keith Brenton
wkbrenton@email.wcu.edu
828.227.3080

Three caption/transcript links from YouTube

How do I add or edit captions/subtitles?
Preparing a transcript file.
Can I get help captioning or subtitling my video?


Production tips

Producing solid videos takes more than just pointing a camera at a subject and pressing the record button. Use basic rules of composition and storyboarding and look for interesting visuals to tell your story.

Be sure you have good, clean sound. Usually, you can get away with less-than-perfect visuals, but if your sound is unintelligible, your video will not be a success.

Be creative, but also be mindful of the university’s brand and the fact that the video you produce represents the university’s character.

Use the highest resolution possible for your gear, from import to output. Various sites like YouTube have established base requirements before a video can be uploaded. Video sites will compress your footage, so it’s best to use the highest resolution you can.

Be brief. Research shows that audiences have a short attention span on the web. We recommend that videos you produce for the web are no longer than three minutes.

If you create a longer video and want to distribute it broadly via a channel such as YouTube, we recommend that you break it into several shorter videos, if possible.

WCU Coulter Faculty Commons Sandbox (resource for faculty)
http://sandbox.wcu.edu/
828.227.3419

Two resource links from YouTube

What video file formats can I upload?
Optimizing your video uploads.


Intellectual property

Ownership of any videos created on behalf of or while employed by Western Carolina University is determined by the university’s Copyright Policy (University Policy #84).

VIDEO ONLINE PUBLISHING

So you’ve created your video, and now you’d like to get it out there where it can be seen and heard by your intended audiences. Here are some options for publishing your video on official university channels and the steps to take to request online video publishing.


WCU’s iTunesU channel

Lectures, forums, or content that is purely academic is best suited for iTunesU. Contact the Coulter Faculty Commons Sandbox if you would like to place your instructional/academic video on the university’s iTunesU channel.

WCU Coulter Faculty Commons Sandbox
http://sandbox.wcu.edu/
828.227.3419


WCU’s YouTube channel

WCU’s YouTube channel is used to engage with the university’s key stakeholders such as potential students, current students, alumni, faculty, staff, friends and benefactors using videos of general public interest. The university’s official YouTube channel primarily facilitates student recruitment and retention, supports alumni and donor relations, and increases awareness of the university’s unique role in the region it serves.

University units are encouraged to submit their promotional videos to the Office of Public Relations for possible placement on the WCU YouTube channel. Benefits of posting your videos on the WCU YouTube channel include the following:

  • Searchability: Prospective students, alumni, and general constituents search YouTube (one of the top search engines) for videos pertaining to subjects of their interest. Your audiences will find your videos on YouTube.
  • Sharability: Videos hosted on YouTube are easily shared across individual networks (i.e. Facebook, other websites, etc.).  Your audiences will share your videos across their own personal networks.
  • Interactivity: Audiences can interact with videos on YouTube, being able to like, or comment, or otherwise engage with you through this channel. Your audiences will engage with you in response to your video content.

You probably will want to take advantage of these benefits and get your video up on the WCU YouTube channel.

WCU acting eMarketing/Social Media Coordinator
Keith Brenton
wkbrenton@wcu.edu
828.227.3080


Embedding videos on your unit’s official (wcu.edu) webpage

Western Carolina University’s website is the primary public face for the university as a whole and as individual units within the campus community. Your unit’s presence within the wcu.edu domain can be a powerful marketing tool. Videos can enhance the user experience on your website, positively affect your image in the mind your audience, and help motivate audience memebers to take the actions that you want them to take on your website. The video content you choose to place on your unit’s website (or any other electronic channel) should be optimized to meet your marketing goals and must follow certain standards, policies and guidelines.

WCU acting eMarketing/Social Media Coordinator
Keith Brenton
wkbrenton@wcu.edu
828.227.3080
 

Requesting placement of your video on the WCU website and/or YouTube channel

If you wish to request placement of your video on official WCU web pages or other public channels, here are the steps to follow:

  1. Request online placement of your video through this short form. (LINK TO ONLINE FORM – to come!)
  2. Office of Public Relations (OPR) will receive your request and will contact you to arrange to receive the video (and captioning/transcripts) in appropriate formats.
  3. OPR will review the video content to verify compliance with branding, copyright, ADA, and other required standards and will advise when edits are necessary.
  4. When the video content meets the required standards, OPR will:
    1. submit the final approved video to the university’s media server for archival purposes, and
    2. help get the video uploaded to YouTube (when appropriate), and
    3. request Web Services to place the video on the web

WCU acting eMarketing/Social Media Coordinator
Donna Presnell
dlpresnell@wcu.edu
828.227.2629


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