Email Marketing and Social Campaign
Creating a 2-3 minute video to promote the CoachBright ‘peer to peer’ programme to primary schools in time for their sales and marketing email campaign that was launching in the new year.
The Brief
Produce an inspiring, enthusiastic video that authentically showcases the impact of CoachBright’s Peer to Peer programme, clearly demonstrating older pupils coaching younger peers through pupil and teacher voices for use across multiple platforms.
How Did We Do It?
We began the production process by having a planning call with CoachBright’s CEO. Together we established the aims for the production: showcase the charity’s ethos, emphasis on peer-to-peer coaching, high energy, use real words of the pupils and teachers to tell the story, provide a main video and a set of reels for social channels to bolster their campaign. The ultimate goal was to create a short video that made schools want to work with CoachBright.
After this call we turned our attention to storyboarding to visualise these ideas. We put together a vision board that included shot ideas and colour references to grab hold of the feel of the video. We wanted to make sure the brief was met whilst also making something fast-paced and inspiring at the same time. We knew from the get go that this was going to be a fun project to work on!
It was time to head to Brooklands Farm Primary School for filming. We planned a high-energy panning sequence to begin the video which took some time to coordinate as we were featuring a mixture of teachers and pupils across different ages. We had a lot of fun with this and we couldn’t wait to work on the edit!
Then we moved onto filming the interviews that would create the narrative for the video. We split filming into two sections: teachers, then pupils. Three teachers (including the Headteacher) were asked a number questions about their personal experiences with how CoachBright had impacted them and their pupils. We then organised a number of the students into a group and asked them similar questions in a more relaxed style. This worked really well as we were able to get some lovely, candid responses that met the authenticity criteria we had established in the pre-production planning.
The Results
We delivered an enthusiastic and warm set of videos that all strongly hit the client brief. We were able to showcase the peer to peer coaching successfully and the teacher testimonials that we captured exceeded their expectations, one reel was even described as “up there with the best teacher/school quotes we’ve ever had”. The client found what we had made fun to watch and reflected CoachBright’s ethos. We were amazed to hear how quickly the video had made an impact as they instantly began to receive enquiries from a number of schools about the programme.
