b'FOGHORNFOCUS: SAFETYThe Power of Video During COVID-19By Rhona Bronson, Delaware River & Bay AuthoritySchooner Woodwind Sailing Cruises safety video details the safety protocols in place at their operation. Credit: Schooner Woodwind Sailing CruisesE ven the best among usthose with establishedbusinesses in danger of losing an entire season increasingly crisis communications plans in placecould nottook it upon themselves to use video to communicate have foreseen COVID-19 and all the steps needed todirectly with the public. These videos tend to fall into three respond effectively. The standard digital tools of email, webcategories: page content and social media organic posts became coreWhat The Public Can Expect;communications vehicles for most in the industry, particu- What The Company is Doing for Passenger Safety; and, larly during the onset of COVID-19 in March and April 2020.What Passengers Need To Do. But, as the pandemic wore on, the public looked for different, more engaging and visually appealing content to bothIn most cases, one or more of these topics are combined inform and entertain them. Increasingly, video fi t the bill. in one video. In others, companies develop a series of videos to retain focus on specifi c topics. In all cases, the videos are Video Has Its Moment short and to the point to keep customers with ever shorter Video was well on the rise before COVID-19. In earlyattention spans informed, engaged and interested.2020, pre-COVID-19, Forbes magazine was recommending that businesses already lean in to digital with a focusThe New Passenger Experienceon video. Hubspota leading digital marketing serviceThe fi rst question on a customers mind is: Are you open providerreported that 85 percent of businesses used videofor business? The general answer is: Yes, but Yes, but as a marketing tool with Facebook and YouTube as the mostyou need to make reservations online. Yes, but you must common platforms for video distribution. The future waswear a mask. Yes, but you cant come in a large group. All already looking bright for video and savvy business ownersanswers affect the customer experience.could see the writing on the wall. Video was not going away. An example of a video concentrating on public expecta-As COVID-19 emerged on the scene, even those withtions comes from PVA Vessel member Schooner Woodwind video already in their plans had to rethink strategies andSailing Cruises, Annapolis, MD. The touring company has messaging. Initially, videos provided virtual tours to lettwo 74-ft. schooners that provide a relaxing sailing experi-customers dream about water and outdoor experiencesence on the Chesapeake Bay. Sailing started in mid-June while sheltering in place. Many of these early efforts were ledwith 50 percent of capacity allowed on board and specifi c by state tourism departments hoping to salvage upcomingsocially distanced zones set aside for different sizes of small spring and summer seasons. But as summer took hold,traveling parties. 6AUGUST 2020FOGHORN'