Keynote Address: Call-To-Actions (CTAs) They’ll Click … Video-Marketing Strategies For Educators

Keynote Speaker: Dr. Joy Kamakamaewailani Rodriguez, Beijing Forestry University


  1. Introduction

I, Dr. Joy Kamakamaewailani Rodriguez, an Educator, Consultant, and VideoCTA Conversion Specialist, have been travelling throughout Asia this past year, helping educational institutions improve their video marketing efforts.  In this Keynote Speech, delegates will hear how to get higher conversion rates (program enrollments, blog subscriptions, class signups, event registrations, membership lists, etc.) from Calls-To Action (CTAs) in their Videos.

I will highlight a study I completed at Beijing Forestry University in the following areas:

  1. Calls-To-Action (CTAs) like: Enroll Today, Subscribe, Download Now!
  2. Social Media Influencers and Analytics;
  3. A/B Testing (Multivariate) Testing;
  4. Search Engine Optimization (Video SEO);

I will break down the “Anatomy” of an effective CTA and 10 mistakes to correct/avoid making.  Attendees will learn why CTAs are the ‘life blood’ of Video Marketing campaigns. Without that “click”, you’ll have no sales, no enrollments, no memberships, no registrations, no sales, no “measurable” engagements. So, ask yourself… your CALL-To-Action … a whisper?!

  1. Methods and Research

A study was conducted (May 1 - 31, 2018) by 200 of my Beijing Forestry University Graduate Students as part of their Business English/Marketing Final Exam. I will share the results of their analysis of 2000 Educational and Learning Style Videos.

The Goal: To research the effectiveness of Call-To-Action (CTA) buttons/text or images used in videos that marketed educational, training, and learning programs, workshops, even conferences.

The students chose 10 videos each and used a Checklist of these 5 metrics to investigate whether or not each video’s CTAs met at least 3 of the following standards: good design, placement, messaging, social media reach, optimization. I will share many RECOMMENDATIONS that they made (and that I concur with), based on the findings.

  1. Results/Conclusion

My students found that of 2000 educational videos, only 610 videos had CTAs that met quality standards, had high viewer engagements and conversions; 900 videos had CTAs that were underperforming (moderate viewer engagement, low conversions), and an astonishing 490 videos had no ‘discernable’ CTA at all (lowest viewer engagement, low-to-no conversions!

Recommendations, which I’ll share, were made using A/B Testing in the following ways:

  1. Add interactive call-to-actions to the video and test them in different
    locations on the player
  2. Test different types of CTAs and the offers related to them
  3. Try different colored CTAs and various sizes of buttons
  4. Test CTAs that emphasize the words “NOW or FREE” in different variations.

So, you see, video marketing is not just for ‘commercial enterprises’. Educators also need to ramp up their online efforts to increase “click-through” ratios (CTR).

Here are some Video Trends that punctuate the timeliness of this topic for Educators:

       i.            By 2019, video will account for 80% of global internet traffic, and 85% in the US (Cisco)

      ii.            52% of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo

     iii.            Every 60 Seconds, 72 hours of video are uploaded to YouTube. (Digimind) 

     iv.            Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text. (Popvideo) 

      v.            More than 50% of videos are watched on mobile devices. (Ooyala)

    vi.            The average user spends 88% more time on a website with video. (Forbes Magazine) 

This is an interactive, Q &A, experiential Keynote Speech where delegates can share their ‘video conversion’ challenges and get tangible, actionable solutions.

I provide Teacher Training and Classes for Individuals, Schools, Universities, and English Language Learning Centers Worldwide …. Plus Video Marketing Consultations


Joy is an “Oral English” Professor at Beijing Forestry University (until September 2019) and a Foreign Language Consultant to Peking University, Tsinghua University, Student Travel Schools (STS-China), Disney-Shanghai, and Jumeira University (Dubai, United Arab Emirates).

She is the ESL Director of ConversationsCamp, through which she has taught The “Movies&Music” Class to more than 14,000 Students and Educators Worldwide.  Her latest specialty involves teaching “Video Marketing To Educators”, where she researches “Call-To-Action (CTA) strategies that help Institutions market their educational programs, events and publications, more effectively, online . She has just designed an innovative Course called “CTAs They’ll Click”, and has piloted it as a University “Business-English/Marketing” Class in Beijing.

  • Born In England, Joy lives in Hawaii (USA) when she’s not travelling and teaching worldwide.
  • This Ph.D., in Natural Health/Education, is also a Microsoft Certified Trainer (MCT), Apple Certified Trainer (ACT), and Google Certified Specialist, with TESOL/TEFL credentials (Columbia University-Teachers College and TESOL Training International).
  • A Native English Speaker of 6 other languages (which include conversational French, Spanish, Hawaiian, Tagalog, Japanese, and Chinese).
  • Over 8 years direct-ESL Instructor/Teacher-Training Programs (Spas, Corporations, and Universities), TOEFL, IELTS, TOEIC-Prep, Travel & Business English.
  • Professional Memberships: Toastmasters International & TESOL International.

Joy is not only our Keynote Speaker, but is also 3-time Honolulu Marathon Finisher (Hawaii), and Author of 4 Cultural Education books, with her 5th Book – “Pray Believing Not Begging” – publication date December 2019.  

 Research Interests:   Multi-Media Teaching; Oral English; Cultures, Calls-To-Action, Customs & Traditions, (Educational) Video-Marketing for Social Media.

Member Center

Online Submission

Important Date

Submission Deadline
February 20, 2019

Extends to March 25, 2019

Notification of Acceptance
From March 13, 2019

Paper reviewing takes 20 days

Registration & Payment Deadline
April 19, 2019
Final Modification Deadline
May 8, 2019