Goodbrother

BACKGROUND

Introduce your business and what you do there.

I'm the director of marketing for a distillery and its parent company, which sells a variety of small brands in over 50 countries.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

Initially, we hired Goodbrother to help us beautify and modernize our digital assets and website. The partnership then pivoted to brand video production. Given our smaller budget, we needed one video that could communicate our brand values and production process to a variety of stakeholders. For example, we use videos in staff training and meetings with importers. The video needed to be engaging and enjoyable to watch.

SOLUTION

What was the scope of their involvement?

Recently, Goodbrother flew down to Louisville and filmed a video at a large arts production facility. The video contained interviews with the master distiller, our company’s leadership, and other team members. We shot for a week and used different B-roll footage to make shorter cuts.

The team is our go-to video content partner because they keep raw footage and B-roll on file, which enables us to request new edits. Other recent deliverables include a set of educational videos for our facility tours.

What is the team composition?

We work with three people during shoots. They outsource local resources for lighting, grips, filming, etc.

How did you come to work with Goodbrother?

The distillery hired Goodbrother before I joined the company.

How much have you invested with them?

The total amount is hard to calculate given the length of the engagement. But we spent approximately $150,000 last year with the educational video project.

What is the status of this engagement?

We’ve partnered with Goodbrother for at least five years and the relationship is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Video content has been our primary tool to introduce the brand to new consumers and trade partners. We use the footage in every one of our international markets.

This particular video communicated a slew of tricky production points while making the brand feel upscale. Our team leveraged the final product in presentations and the website. We loved the footage so much we still use it today.

How did Goodbrother perform from a project management standpoint?

Communication is clear and consistent—more so than on our side. For example, they’re honest whenever we make an unreasonable request. In those cases, Goodbrother identifies and suggests alternative solutions that comply with our internal timelines.

What did you find most impressive about them?

Goodbrother met our difficult change: create something that’s beautiful, engaging, and appealing for those familiar with our brand. The team nailed it because they intuitively understood our message and brought that to life. During production, the team has sourced local talent more successfully that we have for the shoots. Overall, they require minimal oversight and direction, which is critical to our relationship.

Are there any areas they could improve?

They’re excellent and I can’t imagine working the way we do with anyone else.

Do you have any advice for potential customers?

Customers should involve Goodbrother and educate them on their brand. The team will have creative suggestions as a result. No matter our reaction to their ideas, we’ve never regretted getting their input. They know what they’re doing.

BACKGROUND

Introduce your business and what you do there.

Jennifer Money (Partnerships Director): Move This World is a social emotional learning program for pre-K to grade 12 students and educators. Our program is designed to help students develop core competencies around social-emotional learning, building their self-awareness, self-management, social awareness, relationship, and responsible decision-making skills. By targeting these competencies, we create a safe, supportive environment where everyone in the school community can thrive. As the Partnerships Director, I oversee marketing and business development opportunities, highlighting our partners’ stories.

Bara Levitt (Program Director): I’m the Program Director, so I manage our relationships with our customers in addition to maintaining our platform. Each day, teachers go onto our platform to access various resources that help cultivate social-emotional skills.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

JM: We primarily deliver our curriculum through short videos that open and close the school day, which teachers can access to help students build social-emotional skills. About once a year, we shoot new videos for the upcoming semesters. We reached out to Goodbrother to produce this academic year’s set.

SOLUTION

What was the scope of their involvement?

BL: Goodbrother produced 45–50 videos, each averaging about five minutes in length. We provided the actors and scripts, and they shot the videos on location at a school using a single-camera setup. The videos include a live-action portion with 2–6 actors per frame, subtitles for key phrases, and cutaway slides that prompt students to answer questions. Each slide is timed to give students a chance to respond.

What is the team composition?

BL: Jennifer worked with a number of crew members during production. Outside of the shoot, I oversaw the post-production editing process, working mostly with 2–3 of their teammates.

How did you come to work with Goodbrother?

JM: We found them while researching local production houses in the New York City area. Goodbrother was a local company and we learned that they had done some on-site filming for schools. After conversing with them, we felt that they were the best fit.

What is the status of this engagement?

JM: Their work lasted from May–June 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

BL: The videos are live on our platform, and the response has been good. The videos are clear and feature strong sound quality.

JM: This was actually the first time that we’d filmed within a school; previously we’d used green screen. Teachers and students both liked that the videos were on location because it seemed more authentic.

How did Goodbrother perform from a project management standpoint?

JM: Because no one on our team had a video production background, we weren’t completely knowledgeable about what goes into a shoot. Goodbrother understood this and did their best to accommodate us. They explained what we needed to get a high-quality product, which was really helpful.

What did you find most impressive about them?

BL: It was such a positive experience because they really cared about what we were doing from the start. Not only were they willing to work with us and explain the process, but they were also connected to our mission. When it came time to finalize the videos, they were mindful of our needs and strove to improve the quality of the product.

Are there any areas they could improve?

JM: We faced some challenges during post-production because we didn’t have certain items prepared upfront. Fortunately, we were able to mediate this, and they were helpful throughout.

Do you have any advice for potential customers?

BL: When considering working with them, ask questions to see how they’d approach the project. You’ll gain better insights into what’s possible and whether or not they’d be the right fit. It’s also a great way to get a sense of their expertise. They’ve been producing videos for a long time and have worked with a variety of clients; you should take advantage of their wealth of knowledge.

BACKGROUND

Introduce your business and what you do there.

I’m a project manager for a television network. I work on on-air promos and marketing projects for the channel.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

We hired them to produce a shoot for one of our upcoming shows.

SOLUTION

What was the scope of their involvement?

Our team came up with the shoot’s creative approach and then relied on Goodbrother to put together a team and accomplish the production. This included building the set, getting the lighting right, and laying out the schedule for the day. They also helped source the crew and the location. The shoot was segmented to include three separate pieces of a marketing campaign. As a result, Goodbrother had to essentially plan and execute three different productions for the same show.

What is the team composition?

We were in regular contact with four key people throughout the preproduction and planning stages. This included their producer, an assistant producer, and the two principals of the company. The production crew included around 20 people with all the grips, camera operators, lighting specialists, and production assistants.

How did you come to work with Goodbrother?

Some of my colleagues worked with Goodbrother previously, so we initially reached out to them and two other companies. After receiving their response to our RFP, we decided they’d be the best fit for the project.

How much have you invested with them?

We spent roughly between $100,000 and $150,000.

What is the status of this engagement?

We worked together from February–March 2018.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

They have top-notch people on their team and the final product’s quality and visuals are up to professional broadcast standards.

How did Goodbrother perform from a project management standpoint?

They were communicative and their producer was always available when we needed information. Goodbrother’s principals were also accessible and would answer calls when necessary. The project scope shifted multiple times, but they were willing to address our changes and deliver a successful project.

What did you find most impressive about them?

Their hands-on approach and level of craftsmanship make them unique. They bring in capable people that can deliver a high-quality product.

Are there any areas they could improve?

They could improve the scheduling of the actual production day to ensure everything gets finished on time.

Do you have any advice for potential customers?

Provide as much creative and logistical information as possible and Goodbrother will run with the project.

BACKGROUND

Introduce your business and what you do there.

We believe in one-to-one mentoring for at-risk youth. We make someone available for kids going through life in the city, helping them on a day-to-day basis.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Goodbrother?

We needed help designing collateral for one of our bigger events. We wanted to see if we could create a video to accompany our CEO’s presentation.

SOLUTION

What was the scope of their involvement?

We had an idea when we approached them. Our biggest concern was whether the work could be executed given our budget, time constraints, and the specific scope of the work. The work Goodbrother produced was an interactive demonstration. The focus was to ensure that we had pictures that spoke to the scope of the presentation. We provided those, and we were told whether they were sufficient in terms of resolution.

What is the team composition?

We interacted with a single person from Goodbrother.

How did you come to work with Goodbrother?

They were referred to us by an organization we’re working with closely. We chose Goodbrother because of their price and their good relationship with that company.

How much have you invested with them?

The cost of the work was below $10,000.

What is the status of this engagement?

The work with Goodbrother took place in April 2017.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Goodbrother was able to meet our needs, which was impressive, considering all that we were asking.

How did Goodbrother perform from a project management standpoint?

They were responsive and turned things over quickly.

What did you find most impressive about them?

I appreciated their response time and how willing they were to deliver on short notice. We needed to submit the presentation to our event venue within the hour. We still had changes to make, but they were able to make this work for us. This was very appreciated.

Do you have any advice for future clients of theirs?

As long as they are given clear and concise instructions, they will deliver whatever the client needs. They’re trustworthy and open to feedback and change requests. I have no complaints.