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Video Marketing: A Compelling Medium for Messaging

Posted By Heather E. McNelis, Friday, February 21, 2014
Updated: Friday, February 21, 2014

Written by Sabrena Suite-Mangum

As the Government Relations Conference approaches, I’ll be highlighting some March Madness Marketing entries and best practices from CDC’s outreach efforts. To kickoff the series, a couple of video pieces from
Capital CDC


Perhaps it was easy for Capital CDC to showcase the stunning modern aesthetics of the boutique "Heywood Hotel” in their two-minute piece, but to do that with a manufacturing plant is a completely different animal. (Don’t believe me…well, when was the list time you equated "pleasing to the eye” to "manufacturing?”)


But the videography in their T-Top manufacturing piece is attractive and professional. Still-shots mixed with audiovisual-action of welding. I’m not saying the video made manufacturing sexy, (no doubt Flashdance’s Jennifer Beals will forever hold that title); still, somehow, they found a way to showcase manufacturing as the art form it is, and with a smile. Additionally, with both of these pieces under two minutes, the viewer has imagery and content that doesn’t overwhelm but sends a clear easy and precise message: as a small business owner, Capital CDC made it work for us, and they can make it work for you too. It seems to be a perfect balance of 504-speak and good old fashion storytelling.


Additionally, I’m adding bonus points for the group capturing Heywood Hotels owner explaining that she was a first time business owner and never worked with the SBA. Those kinds of statements make it easy for those outside the CDC and banking circles to make the connection that REAL 504 could work for them.


And regarding the thank you card on the plush bed at the end of the Heywood piece showcasing the customer service extra special "touches” – well played, Capital CDC. Well played.


Even if you didn't enter a video to Marketing March Madness, it's not too late to use video as a medium to spread your message!

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