When we talk about creating videos to help Big Oak Ranch promote their (incredible) Ascend program...I want to really make sure that we create videos that will help the ranch effectively communicate WHAT the program is, but more importantly WHY the program exists.
With that said, I suggest that we create 2 different types of videos. One video to explain "what" the Ascend program is...and then a few other story driven videos that show the "why" behind why the Ascend program exists.
When you try to mix "what" with "why" in a single video - 99 times out of 100 you end up making a dull knife that doesn't explain either well. It is for this reason that I propose we make a few different videos.
What Is Ascend?
This is your typical, informative graphical extravaganza. We'll write a script that quickly and vibrantly explains the nuts-n-bolts of the program. How. What. When. Who. This video won't require the audience to go deep emotionally at all.
It will just clearly paint a picture of the Ascend program, without telling any stories.
We've made a myriad of videos like this.
(One single video around 90 seconds long)
What is Radical?
Compassion International - Church Engagement
What Is Stratus?
True Stories of Success from the Ascend program
(A series of short form documentary style illustration videos. Each video is about 3-5 minutes long.)
Now that we've gotten the nuts and bolts of "what" the Ascend program out of the way with our "what is" video, we can focus all of our energy on "going for the throat" emotionally. These would be your typical documentary style testimonial videos. We would find and tell the true stories you guys already have from Ascend. These stories would act as emotional/narrative illustrations of "WHY" the Ascend program exists.
I suggest we start off by telling 2 to 3 different stories. Since this program has different target audiences - We could craft each story based on which target audience we think the stories will appeal to the most.
A) One would be geared specifically for potential donors. We'd tell the story of success in a way that really helps donors see themselves as part of the program.
B) Another story could be leaned in the direction of potential Ascend participants. This video would help other students / kids at BOR see how the Ascend program can really help them.
These illustrative stories would work very hard to make an emotional connection with our audience.
This kind of documentary style / true story / emotional video is something we do better than any other production company in the country:
Beth Moore - Compassion International
Cornerstone - Nika's Story
Richmond - Compassion International
Summing It Up
To sum up: I suggest we make 4 videos. One "What Is Ascend" video that explains the program nose to tail, and then 3 different documentary style videos that tell crystal clear stories of success from the program.
With these 4 videos in your pocket...there's no end to what you can do. Multiple versions. Super cuts of all 4 stories. Short snippets.
Thanks For Your Time
If you have any questions, please don’t hesitate to reach out to either me or Audra. Also, if you'd like to see more examples of any of the above styles, let me know. We've got more to show.