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The
Client:
The
mission of the Civic Development Corporation of Ashtabula County is
two-fold. First: to set goals and provide the leadership in
addressing and planning for the needs of the county. They do that by
identifying a number of development programs, building projects and
initiatives, which will improve the quality of life in the county.
Second, the CDC provides the fundraising, organization, financial
expertise and oversight to attain these goals.
The
Situation:
The CDC holds a major fundraising
campaign, every five years. Like the United Way, they travel to
businesses throughout the county, giving a fifteen-minute oral and
video presentation. Common complaint: most workers don’t want to sit
and watch what’s come to be, just another boring video.
The
Strategy:
Media
Magic’s mantra is: No Boring Videos. We decided to
confront the challenge head-on, with a humorous video, embracing the
frustration of workers attending campaign pitches. The video we
created featured two actors: one, portraying a typical worker coming
to watch a campaign video, the second, the guy on the screen,
building what appears to be a gigantic frame in the shape of
Ashtabula County. Much to the surprise of the worker, the actor on
screen begins talking to him and continues a dialogue about the
mission and goals of the CDC, eventually inspiring the worker to
take part in the campaign.
The
Result:
CDC
officials got a great response from workers across the county who
viewed the fundraising video. Results from focus groups conducted by
the CDC say those watching the video enjoyed it, received and
understood their campaign message and responded appropriately. |
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