What evidence can you share that demonstrates the impact of the engagement?
We’ve used not only the full-length documentary, but also smaller clips from it, to market our program in 2018. Our numbers are absolutely fantastic in terms of signups and we’ve put close to 1,000 people through the program over the last two years. We attribute some of that success to their videos.
We had the company actually participate in the events, so they could use the participants to tell the story and to help film. They used a GoPro on one of the participants running the course, and edited that film. I appreciated how they got out on the course and gave us unbelievable footage of people experiencing the event.
How did A.W. Media perform from a project management standpoint?
They met all our deadlines. They took hours and hours of documentary film and our company, along with our partner at the Canadian Cancer Society, made demands of them. This was over and above what was contracted originally, but they were quite accommodating.
There was certainly a distance (we’re in western Canada, while they’re in the east), and these events took place early in the morning, with multiple locations. However, they were flexible with their time, and always ready to go. They accommodated our schedule and were flexible with communication, considering the time difference between us.
What did you find most impressive about them?
This was a special project with a targeted audience that we needed to reach. The thing that helped us, and gave us the confidence that we’d hired the right people, was that they were passionate about capturing the journeys of the participants. We have some unbelievable moments, which they captured, and we now use for marketing purposes.
Their passion for the project gave us the quality of work we needed to use on the marketing side. The films are something we’ll continue to use for the duration of the program.
Are there any areas they could improve?
There was nothing we could’ve done better. We wanted to strike a balance in style, and not come across as over-produced in order to maintain grassroots appeal. It was a challenging project, given the audience and the emotions of the participants on their cessation journey. We didn’t know how it would end up looking on film and we were quite surprised at the outcome itself. I believe we exceeded everything we wanted to do with this particular project. Everything we got was new, raw, and usable.
Do you have any advice for future clients of theirs?
Someone looking to work with them should be passionate about the project at hand, and tell them why they’re being hired. A project may not necessarily be money-driven; it can be emotion-driven, and they get that.