Welsh ICE Campus, approached us having been disappointed with the performance of previous videos that had been produced. They had some well made content, but it had been delivered to them with no tho ught or advice on how best to get the most out of it.
This project sat at the top of the sales funnel in the awareness stage. The goal being to attract new businesses, entrepreneurs and self-employed business owners to book tours of the campus and make ICE the home of their business.
We went through our Insight Marketing Method with key decision makers in the business to discuss the high-level goals of the business before drilling down to the specific steps that need to be taken to work towards achieving those goals. We had a half day video strategy workshop in which we discussed desired outcomes, intended audiences and potential video production concepts that would effectively inspire the audience to take action.
We knew that a video sitting at the top of the funnel had to be engaging and entertaining enough to hook the viewer, but be informative enough to let the viewer know what they can expect from setting up their business at the Campus. The ICE Campus is categorically not bland, boring and generic. It has such a unique personality and experience, so it was incredibly important that we captured this in the film.
We produced a 90 second film that told the story of a new business owner experiencing their first three years of business success with the support of the Campus and its community. This narrative was based on experiences of current members. The key to the success of this narrative was exactly this – showing experience, rather than explicitly outlining features and benefits.
We created a “piece to camera” video which was the next step in the journey of the customer. This video further reinforced the message from the narrative video. This video had a clear call to action at the end and was placed on the ICE website right next to a tour booking calendar.
A series of videos answering common questions that are asked during peoples tours.
Our narrative piece had great engagement after its release – a high volume of social media shares, comments and views. The Facebook Advertising campaign achieved 16 tour bookings within the first ten days and continues to gain interest from the right audience.
Upon our recommendation to automate the tour booking, we have saved the Campus Director and his staff a lot of time, freeing them up to concentrate on other aspects of running the Campus. The questions answered in the piece to camera videos have meant that people coming in for tours are better prepared with what to expect and have fewer barriers and therefore the conversion process is much easier and quicker.