The United Way of Washtenaw County

mission video case study

Video Stories

Channel info

Nonprofits & Activism

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Video Stories

This is What it Means to Live United in Washtenaw County

This work was produced in support of The United Way of Washtenaw County's Campaign Kickoff for 2018. To learn more about this work, visit www.brandhrt.com

Nonprofits & Activism

United Way of Washtinaw County, UWWC, United Way, Empowering Communities, Cause, Donate, Live United

This is What it Means to Live United in Washtenaw County - Social Version

This is a shortened version of the United Way of Washtenaw County 2018 Mission Video. It was developed specifically for social posting. To learn more about this work, visit www.brandhrt.com.

Nonprofits & Activism

United Way of Washtenaw County, Live United, UWWC, United Way of Washtenaw County Mission Video, 2018 Mission Video, Cause

Growing Opportunity: United Way of Washtenaw County Mission Video Vignette

This work was produced as a video vignette, formulated from the longer version mission video. It was designed to act as sponsored content that introduces a long-form story, that specifically highlights United Way of Washtenaw County's actions toward expanding opportunity.

Nonprofits & Activism

Breaking Down Barriers: United Way of Washtenaw County Mission Video Vignette

Nonprofits & Activism

Fighting Poverty: United Way of Washtenaw County Mission Video Vignette

Nonprofits & Activism

Challenge

United Way of Washtenaw County’s communication stakeholders appreciated the United Way Global's 2018 focus on client empowerment but still wanted to ensure that donors understand the unique needs of the county. United Way of Washtenaw County asked BrandHrt Strategic Marketing Communications to produce their Mission Video for the 2018 Campaign Kickoff.

Solution

Starting with Strategy, BrandHrt SMC produced a mission video that captured the United Way of Washtenaw County stakeholders’ concerns while still honoring the spirit of United Way Global's objectives. We achieved this symbiosis by identifying and building upon a driving concern among donors, ‘How much impact do my dollars really make?” This key insight informed the communications model that was used to derive the video’s compelling theme and narrative: “One moment of support can spark a lifetime achievement.”

Outcome

BrandHrt SMC produced a body of work around this one theme that includes the primary campaign kick-off video, a collection of video stories, articles, and a landing page experience. These creative assets were used during the official Kick-Off Ceremony, in social media postings, and in the newsletter. In addition, these assets are now part of the United Way of Washtenaw County's marketing toolkit as evergreen content for future fundraising initiatives.

Other Work

As a retained partner for the United Way of Washtenaw County, we have advised the structure and supported the management of content marketing in social spaces (Facebook, LinkedIn, Instagram, and Twitter). We also provide photography, videography, and graphic design in support of marketing content creation. This year, we are proud to add analytics planning and measurement, paid media strategy, and performance monitoring.