Case study 02: Multi-pronged audiences
Extending content for sales and HR.
A proposed highlight reel for a construction business became a brief for two audiences: prospective clients and the talent needed for growth.
Start with the business behind the work.
I approached the owner of a local construction company with the idea of a highlight video + reels for their website and socials.
When I learned the company was relatively new, I saw a broader use for the production. The same story could help with talent aquisition.
Define shared storylines between both audiences.
Trust is a major factor for clients and employees when choosing a company. Both can learn from seeing the quality of the work and how the team goes about it.
I proposed developing the video around principles relevant to both audiences, with enough flexibility to shift the emphasis for each. That made audience needs part of the production brief from the beginning.
Plan for adaptation before the shoot.
The approach was to build a shared production foundation, then adapt the edit for its purpose. A version for the website or social channels could make the case for the business; a recruiting version could put more emphasis on the people and the experience of working there.
Case study 02: Multi-pronged audiences
Extending content for sales and HR.
A proposed highlight reel for a construction business became a brief for two audiences: prospective clients and the talent needed for growth.
Start with the business behind the work.
I approached the owner of a local construction company with the idea of a highlight video + reels for their website and socials.
When I learned the company was relatively new, I saw a broader use for the production. The same story could help with talent aquisition.
Define shared storylines between both audiences.
Trust is a major factor for clients and employees when choosing a company. Both can learn from seeing the quality of the work and how the team goes about it.
I proposed developing the video around principles relevant to both audiences, with enough flexibility to shift the emphasis for each. That made audience needs part of the production brief from the beginning.
Plan for adaptation before the shoot.
The approach was to build a shared production foundation, then adapt the edit for its purpose. A version for the website or social channels could make the case for the business; a recruiting version could put more emphasis on the people and the experience of working there.
Case study 02: Multi-pronged audiences
Extending content for sales and HR.
A proposed highlight reel for a construction business became a brief for two audiences: prospective clients and the talent needed for growth.
Find the foundation of the story.
I approached the owner of a local construction company with the idea of a highlight video + reels for their website and socials.
When I learned the company was relatively new, I saw a broader use for the production. The same story could help with talent aquisition.
Define shared storylines between both audiences.
Trust is a major factor for clients and employees when choosing a company. Both can learn from seeing the quality of the work and how the team goes about it.
I proposed developing the video around principles relevant to both audiences, with enough flexibility to shift the emphasis for each.
Plan for adaptation before the shoot.
The approach was to build a shared production foundation, then adapt the edit for its purpose. A version for the website or social channels could make the case for the business; a recruiting version could put more emphasis on the people and the experience of working there.