PROJECT SCOPE
SITUATION
Kings Way Christian School was preparing to for their annual auction and fund raiser. This is the largest fund raiser they run each year and the funds primarily go to expand programs and support students on scholarships. Kings Way hired Define Motion to produce a round of 7 videos to be used to promote the silent and live auction.
OPPORTUNITY
With schools starting to return to normal after the dip in in school attendance due to the Covid-19, Kings Way had the opportunity and need to have a successful fundraiser. With money gained in this fundraiser, they would be able to build out more programs in their school and help more students with scholarships.
PROBLEM
Kings Way had a rapid rise in enrollment over the previous years and they had the need to raise the funds to keep up with the growing amount of students in their school and build out the programs and resources to support their rapid rise in enrollment.
GOAL
In Gear Marketing was to produce new marketing videos to be pushed out via social media and King’s Way website to help increase auction attendance, donations and bidding. King’s Way had the goal to bring in over $300,000 through auction bids and donations.
DAILY VIDEOS
Used to Encourage Families to Participate in Upcoming Auction
STRATEGY
Define Motion was to produce a round of 5 videos and a round of 3 videos. The first 5 videos were to be distributed one video per day starting the Monday before the auction. Each of these video was to highlight a specific aspect of King’s Way to encourage families to participate in the auction.
The second round of 2 videos were to be played the day of the auction with a Then, Now and Future theme to show families were King’s Way started, where they are now and what their plans are for the future.
STEPS:
- Discovery Meeting
- Marketing Research
- Competitor Analysis
- Production Plan
- Casting
- Logistics & Scheduling
COURSE OF ACTION:
The five areas of focus for the 5 videos to be played the week leading up to the auction were: Welcome Overview, Scholarships, Students, Staff and Spiritual Formation. One of the most important videos in the round of videos was the scholarship video (which they call Variable Tuition) to encourage families to donate to help support scholarships for students in need.
THE SOLUTION
EXECUTION
With a strong strategy in hand, we were prepared to produce a new marketing videos for King’s Way. With the number of videos to be created and the budget available we opted to make this just a three day shoot and reuse a lot of the b-roll in the multiple videos.
The first day was planed to capture interviews. We always strive to capture interviews first to use as a base in case we want to make any changes to the b-roll shot list dependent on what we heard in the interviews. The second day usually follows right after the interviews to capture the majority of the b-roll.
After the second day of shooting, we start putting together the videos and use the third day of production to capture or retake any shots that we feel are needed finalize or fix the finished videos.
CONTENT PRODUCED:
Produce 7 new marketing videos
Define Motion Produced the following videos for King’s Way:
- Welcome Overview Video
- Scholarship Video
- Student Focused Video
- Teacher Focused Video
- Spiritual Formation VIdeo
- King’s Way History Video
- King’s Way Present Video
THEN, NOW & FUTURE
Played during the auction to show families where King’s Way started, where they are now and their plans for the Future. Used to encourage families to donate and help build that future.
THE RESULTS
The marketing content that we delivered for King’s Way was used in multiple effective distribution campaigns. The results included the highest amount raised to date with over $300,000 and close to $100,000 raised in pure monetary donations to help expand the the scholarship program.
