KINGS WAY
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.
BULLWINKLES
PROJECT SCOPE
SITUATION
Bullwinkle’s had just finished a $6 million remodel of their facility. The remodel included additions that included a bowling alley, a bar and updates to their restaurant and exterior curb appeal. These updates were made to attract a new demographic of single adults between the age of 21-40.
OPPORTUNITY
The increase in the market share of adults enjoying entertainment centers similar to Bullwinkle’s provided an opportunity for Bullwinkle’s to tap into a market they haven’t previously marketed to.
PROBLEM
Bullwinkle’s had established itself as a premium fun center for families with younger children. In order to capture the new demographic of active 21-40 year olds, they needed a complete revamp of their marketing content.
GOAL
In Gear Marketing was to produce a new marketing video and marketing photos to target the new demographic of active adults aged 21-40, while still ensuring not to alienate their current demographics which included families with younger children.
STRATEGY
We helped Bullwinkle’s create a marketing content strategy to improve their marketing efforts. After a thorough discovery meeting, we began the strategy phase with consulting, market research, competitor analysis, and a detailed production plan.
STEPS:
- Discovery Meeting
- Marketing Research
- Competitor Analysis
- Production Plan
- Casting
- Logistics & Scheduling
COURSE OF ACTION:
We believed the best course of action was to produce content that focused mainly on adults 21-40 years old. In order to not alienate their current target audience of families, we included younger families but still kept the focus on the parents rather than the children.
THE SOLUTION
EXECUTION
With a strong strategy in hand, we were prepared to produce a new marketing video and marketing photos to target the new demographic of single adults aged 21-40 years old while ensuring not to alienate their current demographic of families with younger children.
CONTENT PRODUCED:
Produce a new marketing video
Keep the focus on adults, even when the adults are on screen with their children.
Produce new marketing photos
Provide a wide range of photos for all target audiences.
Produce new restaurant photos
Capture updated photos of the new restaurant and menu items
THE RESULTS
The marketing content that we delivered to Bullwinkle’s was used in multiple effective distribution campaigns. The results included an increase in restaurant and bar purchases, 21 & older events and new attraction attendance. The social reach of the marketing content produced over 100k video views and over 200 shares and tags on campaign post.
SILVIES
PROJECT SCOPE
SITUATION
Silvies River Charter School is a hybrid school that combines in school teaching with online schooling. Over the past few years they have received a consistent flow of more student enrollment and were in the need of a consistent source of high quality teachers to keep up with enrollment.
OPPORTUNITY
Silvies has the structure and capability to offer teachers some benefits that many public schools are not able to provide their staff. Some of these benefits include: schedule flexibility, work environment, subject flexibility and personalized learning. These four benefits were the main key points that we were going to leverage to attract new teachers and applications.
PROBLEM
Silvies had found that in the case of many of the qualified teacher, they had trouble convincing them to break away from the traditional mindset of teaching in public schools to apply at a hybrid like Silvies River Charter School.
GOAL
In Gear Marketing’s goal was to produce a Video Marketing Strategy to increase the number of qualified teacher applications. In order to accomplish this goal Define Motion was to produce a series of videos and distribution campaigns to lead potential teachers to apply to Silvies River Charter School.
PROJECT VIDEOS
Social, Website & 4-5 Min Funnel Videos
STRATEGY
Video Production
Social Video: Define Motion was to produce a round of four social edits to highlight four key benefits Teachers receive working at Silvies. These videos were to be used to encourage viewers to visit website landing page.
Website Video: Define Motion was to produce a single website videos to be used on a landing page to and encourage landing page visitors to take the next step and apply to open positions.
Marketing Funnel Video: Define Motion was to produce multiple longer video edits that are used to re-market to viewers that have showed interested in Silvies but haven’t applied yet.
Distribution and Marketing
Distribution and Marketing: Define Motion was to create and manage the distribution and marketing for Silvies new marketing videos
STEPS:
- Research and identify target market.
- Indicate which distribution platforms to use to reach our target market.
- Develop landing page that engages visitors and leads them to apply to work at Silvies.
- Utilize newly produced video to advertise to target market and lead them to landing page.
- Continue to modify ads and landing page to improve results dependent on the analytics.
THE SOLUTION
EXECUTION
With a strong strategy in hand, Define Motion was prepared to produce new marketing videos and manage the distribution campaign for Silvies River Charter School.
Video Production
With the number of videos to be produce and the multiple locations from Portland to Burns Oregon, this was an eight Day shoot with some additional days of travel. Our primary focus was to ensure we captured good interviews that would connect with a viewer and encourage them to act. Based off of what was said in the interviews, we would capture B-roll that would help visualize what the was being said and keep the viewers attention.
Content Produced
Define Motion Produced the following videos for Silvies River Charter School to highlight four key focal points (Schedule Flexibility, Work Environment, Personalized Learning and Subject Flexibility).
- Website video to cover all four key focal points (2-3 Minutes)
- Social video to cover Schedule Flexibility (15-30 Seconds)
- Social video to cover Work Environment (15-30 Seconds)
- Social video to cover Personalized Learning (15-30 Seconds)
- Social video to cover Subject Flexibility (15-30 Seconds)
- Funnel video to cover more in-depth Schedule Flexibility (4-5 Minutes)
- Funnel video to cover more in-depth Work Environment (4-5 Minutes)
Distribution and Marketing
Define Motion created advertising campaigns on Facebook, Linked In and Youtube. Each of these campaigns were continually monitored and improved based of the analytics we received to increase traffic to Silvies career opportunities landing page.
Define Motion also built out and manages Silvies career opportunities landing page to optimize it for more applications and more leads. Based off of the reports that Define Motion managed, this page was also continually optimized to increase leads and applications.
SCHEDULE FLEXIBILITY
Used on Social Media platforms to push viewers to the Job Opportunity landing page.
