Video E-Mails Sell Learning ServicesVideo E-Mails Sell Learning Services

In many schools today, students are more likely to get lessons via computer than from educational videotapes or archaic reel-to-reel films. United Learning, which turns 50 next year, remembers the days when classroom films with garbled audio and muddled visuals were the standard. Now, the division of Discovery Communications Inc. is looking to expand the delivery of its Unitedstreaming digital video-on-demand service to school districts unfamiliar with its technology.

Unitedstreaming is an Internet-based service with a catalog of educational audio and video content that schools and libraries subscribe to. Teachers and librarians paying for the service can either stream live multimedia information into their classrooms or burn content onto DVDs for later use.

"We've evolved the technology ahead of what the schools are asking for," says Tom Bukowski, national sales manager for United Learning. "Now our goal is to bring Unitedstreaming into every classroom."

That's a tall order for a company with only eight salespeople. While United Learning's salespeople travel frequently, they're also sending out dozens of cold-call E-mails to prospective clients each month. "We can't possibly visit each of our customers face to face; there are too many school districts," Bukowski says.

To provide more of a personal touch while at the same time expanding its reach, United Learning is integrating streaming video content into these E-mails using VidiTalk software from VidiSolutions Inc. VidiTalk works with a digital camera to let companies create streaming media content at 30 frames per second. This content is then stored as a file and a hyperlink to that file is distributed via E-mail. Companies can either run the software themselves or have VidiSolutions host the software and content for them.

One of VidiTalk's primary features is the hyperlinking that lets users send messages without embedding the video content in large, bandwidth-hogging E-mails. Users retrieve VidiTalk messages using Window Media Player. Licensing costs for VidiTalk start at $300 per seat. This cost includes a Logitech Inc. digital camera per license.

VidiSolutions, which today has 60 clients, opened its doors in 2000. "At the time, it became apparent that a lot of fiber was being laid, but companies weren't maximizing it," says company president Paul Braun. "Video messages seemed to be the right fit for the infrastructure available."

Armed with notebook PCs and digital cameras, United Learning salespeople have since August have been E-mailing VidiTalk messages that introduce the sales person, the company, and the Unitedstreaming product. They also can include video clips and visual presentations as part of their message. "The response rate is much better from VidiTalk E-mails than from regular cold E-mails," Bukowski says.

Although Bukowski doesn't have hard numbers that show that VidiTalk technology is helping his salespeople close deals, he wants to next year expand the technology to United Learning's 12-person customer-support staff.