By: Thomas P. McHenry—
By now, we’re all familiar with the arrow that plays video online and on social media.
But while video is popping up on many new platforms, the same high-quality production principles must still apply if we want to harness its true power and impact.
This is the first of many posts about how memorable messaging—that speaks effectively to the target audience—needs to be at the core of any video campaign. And the video quality itself needs to be uncompromised to effectively promote and enhance a brand, and motivate viewers to take action; buy, donate, volunteer or invest.
These are the principles applied to a compelling video we produced for The Joseph Fund of Camden, a non-profit entity that raises money for six charities that strive to improve the life and prospects of Camden, NJ residents. The video’s mission is to help The Joseph Fund raise awareness of their partners’ charitable works, and more importantly, the money needed to fund on-going philanthropy.
The video features on-camera interviews with key people associated with these area charities speaking about how vital The Joseph Fund’s fundraising efforts have been to supporting the community services they provide. The video shows a montage of examples, such as the pre-school education that St. Joseph Child Development Center provides, the skill building programs that Lucy Outreach provides area teens, and efforts by St. Joseph Carpenter Society to build homes for the homeless, and eradicate the causes of homelessness. (view video at this link) https://mchenrycreative.wistia.com/medias/p9p02yfcez
Similarly, we produced a series of 24 videos—12 English and 12 Spanish versions—that helped our client, Conner Strong & Buckelew—a nationally recognized, NJ-based insurance brokerage firm—explain the details of a new employee benefits program they customized for their client, a regional food services powerhouse with over 140 restaurants. These videos, which are accessible from the food service company’s internal network, effectively conveys a wealth of information about the medical, vision, and dental plans in the clearest, simplest, and most convenient way.
We also produced a series of videos that a leading pharmaceutical company used to launch their next-generation cancer drug. Presented at their October 2017 product launch meeting, in Barcelona, Spain, the project required us to coordinate video production around the world, including capturing on-camera interviews with global corporate executives, doctors, and patients in Sweden, Spain, Singapore, England, Canada and France. Now a valuable sales tool, the videos convey how this new drug not only increases life expectancy but also the quality of life for those battling cancer.
Whether they’re seen in a venue, on TV, or online, we believe that videos must be well crafted in order to reflect positively on our client’s brands, and enable them to deliver a memorable message that matters.