Types of Corporate Videos

Companies that take significant strides in video marketing have an unmatched advantage over the competition. Rather than using static content in presentations or on a website, a video can be more engaging and explain concepts more effectively than reading text. Yes… we notice the irony of this statement as a video production company.

But humans are visual creatures. In fact, Thermopylae Sciences and Technology points out that the human brain processes images 60,000 times faster than text and 90 percent of information transmitted to the brain is visual. Reading is an active process while watching a video is passive. It takes more work to read text vs. watching a video, and science tells us that the human brain prefers the lazy way. So… thanks for sticking with this written blog!

Whether you’re producing content for training, recruitment or sales, you want to engage your audience. That means video should be an essential part of your corporate marketing strategy.   

Below we dissect 5 corporate videos that we created to help give you tangible ideas for your next corporate video campaign.

#1: The Mission Video

Overview

Foster care adoption can be extremely difficult; many children are traumatized and have to be guided through a healing process. But once you get to the other side, the rewards of foster care adoption make any challenge worth it. The Dave Thomas Foundation can help families navigate through the adoption process with understanding and support.

Focus

We wanted to help the audience relate to foster parents and children by letting them see themselves through their everyday items and actions. We spoke with parents about what has made foster care particularly rewarding for them, while showing the present-day joy and contentment of the children. We ended up weaving the stories of three families together who had the same message that foster care adoption has certainly been worth it.

Results

This video has received more than 150 thousand views on DTFA’s Facebook page and about one thousand shares to date.

#2: The Recruitment Video

Overview

Finding and attracting the best talent is essential to grocery store chain, Wegmans’ success. Since the company is often considered one of the best places to work, it was essential that we captured the energy and passion engrained in Wegmans’ culture.

Focus

The focus of this video highlighted key messages through select moments from in depth interviews conducted with a variety of Wegmans’ employees. We covered these poignant responses with fast-paced, engaging visuals to give the piece a warm, energetic feel.

Results

The video is prominently featured on the Wegmans’ career page and is often used by recruiters to highlight Wegman’s culture.

#3: The Brand Video

Overview

Safety of all individuals on a Clark jobsite is one of, if not the most important considerations for the organization. A key part of their safety orientation is a video that must be viewed by everyone the first time they arrive on a Clark jobsite. But getting thousands of veteran tradespeople to care about safety as much as Clark does, can be a challenge. You don’t want to beat them over the head with Safety information.

Focus

A safety video isn’t traditionally something you think of as cinematic. But we set out to catch people’s attention. We wanted the audience to understand the importance and impact that safety has on the Clark organization. So w values – was going to be the most effective way to connect with the audience. We didn’t want the message to feel like it was coming just from the top down, but that safety resonated throughout all levels of the organization. We captured poignant stories and compelling visuals in order to break through the noise of a typical training video.

Results

The result was a video that thousands of tradespeople around the country that step on to a Clark jobsite every day did not expect. The video has been met with extremely positive results to the point where it was trimmed down to a public facing video that we are able to share with folks outside of the organization.

#4: The Training Video

Overview

Teaching young government analysts to be aware of cognitive biases isn’t easy, but the Intelligence Advanced Research Projects Activity (IARPA) team needed to do just that. As part of a larger project, we were tasked with writing, developing, and producing a 30-minute training video on cognitive biases – a phenomenon where people draw incorrect conclusions on information based on their own subjective perceptions.

Focus

We wrote, shot, cast, and produced the project with a 12-person crew and a cast of over 25 talented people. We had 7 days to capture 5, three-minute narrative vignettes and the host’s detailed explanation of the content. Infusing the video with humor and a storyline that appealed to recent college graduates (the target audience) kept the content fresh and enjoyable.

Results

Two focus groups during post-production confirmed that the execution of the video was a success. The video then went on to test well among end users of the product as well. A second series of videos have been produced based on this success.

#5: The Sales Video

Overview

Endgame offers a cyber operations platform developed with elite DOD cyber operations teams, that enables enterprises to automate the entire hunt mission, and detects and blocks adversaries at every phase of the cyber kill chain. Explaining what exactly Endgame does can be a little tricky for both potential clients, investors, and employees. So we needed to create a video that spoke to them in a simple and straightforward manner, and really simplified what the product does.

Focus

Despite offering a sophisticated platform, Endgame is all about their people. So, we thought they should be the ones to explain what their platform does. Endgame believes in building a diverse and dynamic team, so we wanted to hear from a variety of folks across disciplines – designers, programmers, researchers, engineers, etc. We felt that coupling these interviews with sleek, engaging on screen graphics would simplify the more technical elements of the platform and really bring the piece to life.

Results

The video debuted at a large industry conference and was met with extremely positive feedback. Endgame continues to use the video in a variety of formats.

#6: The Fundraising Video

Overview

Each year, Children’s National Medical Center hosts the Children’s Ball – the organization’s signature event. We partnered with CNMC to develop a video that showcased the impact of their attendee’s contributions. After discussions with their team, we decided that the most effective approach was to create an in-depth documentary that focused on one story that represents everything the organization stands for.

Focus

We worked closely with the organization to select the right story, deciding to chronicle the emotional and physical journey of 11-year-old cancer survivor Jaiwen Hsu. After meeting with the Hsu family, getting to know them and learning their story firsthand, we felt a mini-documentary would provide the most impact for their story.

Results

The Lucky One won Best in Show at the TIVA Peer Awards, as well as a number of other individual awards, such as a Gold DC American Advertising Award. The video continues to serve as a source of inspiration on the CNMC website.

Next Steps:

Now that you’ve seen a few ideas, it’s time to start putting together your own ideas. Start with understanding what your audience needs and develop the concept from there. Still need more information? Read our blog on the 5 Tips to Help you Prepare for Producing a Corporate Video.