Mainspring Agency

BACKGROUND

Please describe your company and position.

I am the CEO of The New Business

Describe what your company does in a single sentence.

Marketing agency with a focus on tourism.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Mainspring Agency to accomplish?

• Video Production
• Project Management
• Campaign Execution

SOLUTION

How did you find Mainspring Agency?

Referral

Why did you select Mainspring Agency over others?

• Great culture fit
• Company values aligned

How many teammates from Mainspring Agency were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Northeastern Ontario is embarking on a new path, to grow new Millennial and Gen Z markets and attract the next generation of visitors to the region. In order to raise its brand awareness and get the attention of these markets on social media, we are looking for support from a supplier of creative video production services in order to launch one main campaign video and seven shorter videos in Summer of 2023.

Northeastern Ontario is rebranding as “The Seven,” one-part nod to the region’s 705 area code and one-part cheeky response to Toronto’s “The Six.” But beyond nicknames, The Seven will be positioned as a whole state of being that speaks directly to the newer generations, who are far more realistic and have no patience or interest in traditional tourism marketing storytelling.

All of the brand’s people-first creative will show The Seven as the antidote to hustle culture and aspirational marketing—the region is a fully attainable, realistic, natural and nostalgic place to just be. This video project will be central to the launch of the new brand. 

• About The Seven Brand: As part of the rebrand, we identified seven principles that are at the heart of The Seven:
  • Everyone’s Welcome: The Seven is inclusive to all and welcomes diversity.
  • Be a Kid Again: The Seven’s rustic charm evokes summer trips of the past, when life was simpler. Dive back into the nostalgia.
  • Vibes: The Seven is more than a place—it’s a positive feeling.
  • Real Ones: The Seven is unfiltered, unpolished and thoroughly authentic. No sugar coating here.
  • Nature Delivery Service: The Seven delivers nature and peace of mind anytime, anywhere, even if only to your phone while you dream of your next trip up here.
  • Bring Your Fam: The Seven is the time spent with the family—related or chosen—you love.
  • No Hustle: The Seven is where you can be a “city quitter” and escape the urban mindset.
  • Project Vision: Our vision for this project highlights seven different people (or small groups of people) embodying each one of the seven principles listed in the section above.

As an example, for principle 4) Real Ones, we might see two friends fishing all day but getting no bites, or they hook one but the fish is laughably small. Maybe a few things go wrong: it rains, the boat runs out of gas, someone drops their sunglasses in the water. This is a “real” fishing trip, warts and all. And they’re having the best time.

The short videos should be made from the footage acquired making the main video.

We imagine this to be accomplished with montage and music, no (or minimal) scripted dialogue. This shouldn’t look like any other traditional tourism marketing videos—we are looking for the feeling of self-filmed or hand-held, the appearance and energy of being filmed on a phone and created for Tiktok and native to portrait video.

Please see examples of videos we think capture this feeling in the Style References section. We are open to interpretations of this vision but please go into detail in your proposal how you would highlight the seven principles.

• Goals & Target Audience
  • Goal: Launch and increase brand awareness for The Seven
  • Target Audience: Gen Z and Millennial people and families from domestic and urban centres in southern Ontario.
• Scope of Services & Expected Deliverables:
  • Development of story concepts for the campaign videos (with input from TNB)
  • Casting, scheduling, and managing production
  • Delivery of 1 main campaign video (under 3 minutes)
  • Delivery of 7 shorter videos (under 30 sec) based on the seven principles 
  • Music licensing
  • Release forms

The videos will be published on the internet and social platforms only. We encourage the use of non-union talent in this project. Northeastern Ontario-based locals and/or business owners could be used in this approach.

TNB will work with you to help identify people and properties that could be used, and help you find efficiencies and minimize travel wherever possible to capture the footage required. However, it is the winning bidder’s responsibility to book talent, schedule shoots and manage any adjustments if needed.

• Style References:
  • Main inspiration:
    • https://www.tiktok.com/@krrbear/video/7207132387346484485
  • Other examples:
    • https://www.tiktok.com/@itsjorymusic/video/7069215267741584645?_r=1&_t=8cQOv3ghStR
    • https://www.tiktok.com/@livingwitharlo/video/7224278566312168710?_r=1&_t=8c98qQa39CI&social_sharing=v4
    • https://www.tiktok.com/@kevin_niruban0/video/7132633748704726273?_r=1&_t=8ayGyad5Vyv
    • https://www.tiktok.com/@grace.k997/video/7129652266964897067?_r=1&_t=8ayI9ohwUVi
• Timeline:
  • RFP Closes: June 23, 2023
  • Selection of Winning Bidder & Kickoff Meeting with TNB: Week of June 30, 2023
  • Production & Post Production starts: Beginning of July 2023
  • Campaign Launch (Main Video): July 21, 2023
  • Short videos released weekly: July 28 to September 8, 2023
• Project Budget:
  • $50,000
  • Budget total includes travel costs, post-production, music licensing, all related expenses 
• Submission Requirements:
  • Information about your company
  • List of who will be involved on the project
  • Understanding of Project Vision & Timeline
  • Examples of past work
  • Two References
• Deadline to Submit: June 23, 2023
• Questions and RFP Submissions:
  • Mike Jacobs, CEO | mike@thenewbusiness.ca
  • Kinnon Elliott, Creative Director, Design | kinnon@thenewbusiness.ca
• About The New Busines: The New Business is a digital marketing agency that specializes in tourism. 
  • Founded in 2008, TNB has extensive experience in developing effective digital strategies, creating engaging content campaigns and building custom digital tools for their partners in the tourism industry. 
  • Our digital services cater to tourism organizations and businesses of all sizes, including Destination Ontario, Destination Northern Ontario Huron-Kinloss Tourism, Indigenous Tourism Ontario, Ontario’s Highlands Tourism, Sunset Country, and Hamilton Halton Brant. The New Business is the Agency of Record for Northeastern Ontario.
• About Northeastern Ontario: From the historic French River to the James Bay Coast at the Northern tip of the province, Northeastern Ontario is a vast, diverse landscape with endless opportunities to explore.
  • Over 184,000 kilometres of geography are home to towering old-growth forests, famous waterways, sprawling farm country, and cities and towns with all the urban comforts to make any visit a most memorable one. 
  • Northeastern Ontario Tourism (NeONT) is a not-for-profit organization dedicated to promoting the region as a premier travel destination with the goal of increasing tourism revenue for their Partners, and the region as a whole.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Views to the video, quality of product, turnaround time.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

They worked on a tight turnaround to cast unknowns and deliver a project in time for a crucial window. They were extremely communicative, and proactive in hitting deadlines.

What was your primary form of communication with Mainspring Agency?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The creative vision.

Are there any areas for improvement or something Mainspring Agency could have done differently?

Perhaps offer different pricing structures to help contain costs - but they are cost effective for the delivery.

BACKGROUND

Please describe your company and position.

I'm a manager at STEPS Public Art

Describe what your company does in a single sentence.

STEPS Public Art is a Canadian charity and social enterprise offering services in public art management, hoarding, cultural planning, and artist capacity building.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Mainspring Agency to accomplish?

• Engage with local photographers/videographers to capture a public art project in Ottawa
• Create a sizzle reel showcasing the impact of the public art project

SOLUTION

How did you find Mainspring Agency?

• Online Search
• Referral

Why did you select Mainspring Agency over others?

Close to my geographic location

Describe the scope of work in detail. Please include a summary of key deliverables.

The scope of work included filming and editing a 1:00 minute video for website and social media promotion of a local public art project. After meetings and a video brief, the agency had the autonomy to visit the site to film. This work included at least one round of revisions and inclusion of proper credits.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Vendor was highly responsive and communicative, as well as the client (whom the video was for) was happy with the end result

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Mainspring was very accommodating to our needs, tight budgets, and timelines. We were really appreciative that they were able to provide scaled versions of their services to make this project happen. They were highly organized and communicative, both with our team and the client. Deliverables were completely in a timely manner.

What was your primary form of communication with Mainspring Agency?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Mainspring is a highly professional and qualified agency with team members who are down-to-earth and easy to work with. Even with little guidance on the creative direction of the project, they produced a wonderful video that successfully captured the playful impact of the project in Ottawa.

Are there any areas for improvement or something Mainspring Agency could have done differently?

No, we had a positive experience with Mainspring Agency!

BACKGROUND

Please describe your company and position.

I am the Director, Philanthropy of One Tree Planted

Describe what your company does in a single sentence.

One Tree Planted is a non-profit organization dedicated to global reforestation.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Mainspring Agency to accomplish?

• Encourage donor engagement & giving through video call-to-actions
• Evoke emotion and connection to our mission through visual storytelling
• Educate a large audience on the importance and impact of reforestation

SOLUTION

How did you find Mainspring Agency?

Referral

Why did you select Mainspring Agency over others?

• High ratings
• Referred to me
• Company values aligned

How many teammates from Mainspring Agency were assigned to this project?

1 Employee

Describe the scope of work in detail. Please include a summary of key deliverables.

Mainspring agency was in charge of all visual storytelling at One Tree Planted between 2018-2023. This included but was not limited to: 

• Being independently responsible for the conception, production, shooting, and editing of documentary films from reforestation projects around the world.
• Strategizing and producing numerous video and non-video marketing campaigns. 
• Developing marketing initiatives to deliver growth such as 'The Nursery' and further core business platforms in production. 
• Developing growth-oriented serialized video content, such as 'Reforestation Updates', 'The State of California', 'Meet the Game Changers', and 'Planet Business'. 
• Managing the workflow and creative direction of all team members involved. 

A specific project Mainspring worked on with One Tree Planted was a documentary-style video about our reforestation project in the Andes. This was the first million tree project One Tree Planted had committed to in the region, and we needed visual storytelling to share the importance and impact of the project, and ultimately drive donations. 

Mainsprings incredible ability to capture the essence of the local communities and the impact planting trees would have was the main reason we we're able to fully-fund the project faster than any other project in the same region. In subsequent years, this video has led to a large donor community wanting to support this project, and since its release, has driven the growth of the project to over 3 million trees. 

In 2022, One Tree Planted had a first-time donor commit a million dollars, stating the reason they wanted to get involved was the Andes video. Overall, working with Mainspring has not only built the brand and voice of One Tree Planted, but has provided an authentic and impactful way for us to tell stories to a global audience and inevitably has helped us raise millions of dollars for reforestation.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

When Mainspring first started working with One Tree Planted we we're raising approximately $300,000 a year, and we are now a $50M+ organization. Under the creative direction of Mainspring, all of our audiences grew (including 13k+ subscribers to YouTube), including our donor base. 

The Andes video mentioned previously has enabled the organize to fundraiser over $4M total, including a first-time gift of $1M. Our fundraising efforts every year (this year we have a goal of $50M) are directly influenced by the success of Mainsprings work.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Mainspring was amazing to work with! From the beginning, they were committed to timelines and efficiency, which isn't always easy in the reforestation world. Dealing with rural filming locations, different climates and rapid changes didn't seem to phase Mainspring - in fact they embraced it. Deadlines were always met, demonstrating their commitment to planning efficiently. 

One of the things that stands out while working with Mainspring was the great communication. Not only we're expectations and outcomes clear, they we're adaptable to the ever-changing environment we work in. Everything we did with Mainspring felt like a true partnership, fostered by an environment of collaboration and trust.

What was your primary form of communication with Mainspring Agency?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

The most impressive thing about Mainspring Agency was their ability to authentically and respectfully tell stories. One Tree Planted works in some of the most underserved communities who have been disproportionately impacted by climate change. The people in these communities are usually vulnerable, and it is vital that not only is One Tree Planted respectful in the way we share stories, but that the people behind those stories feel empowered. 

Mainsprings approach to working with our various community members was nothing short of perfect in our eyes. Walking away from every project together, they were able to evoke emotion to a degree I haven't seen before in our sector. Our planting partners walked away empowered and felt like their voice was one of advocacy and leadership - which is exactly what we wanted!

Are there any areas for improvement or something Mainspring Agency could have done differently?

N/A

BACKGROUND

Please describe your company and position.

I am the Associate Professor of University of Delaware

Describe what your company does in a single sentence.

I am an Associate Professor in the Department of Art and Design at the University of Delaware and I've worked with Mainspring Agency on multiple projects.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Mainspring Agency to accomplish?

• Create a documentary film
• Communicate science to a broad audience
• Develop and implement an outreach strategy to maximize impact

SOLUTION

How did you find Mainspring Agency?

• Referral
• Other

Why did you select Mainspring Agency over others?

Great culture fit

How many teammates from Mainspring Agency were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

From conception to dissemination, Mainspring Agency provided invaluable insight and services to bring research topics of sea level rise, salt intrusion, and ghost forests to a broad audience through an award-winning documentary film SALTED EARTH. "SALTED EARTH" plunges us into the heart of an invisible and creeping crisis that's transforming the Mid-Atlantic – the inexorable rise of sea levels. 

This hard-hitting, yet tenderly woven 20-minute documentary paints a vivid picture of an escalating environmental catastrophe, where the threat is not just the swelling sea, but the encroaching salt that kills forests and decimates arable land, but could also signal a return to the natural order of the Atlantic Coast. Our journey navigates the brackish waters of climate change alongside an intrepid team of scientists.

Through their tireless work, they seek to unravel the intricacies of how salty water infiltrates groundwater and soils, with consequences as far-reaching as they are devastating. Their research is more than academic; it's a desperate quest for solutions that may help vulnerable communities adapt and even survive. 

"SALTED EARTH" is not only a saga of scientific discovery. It's also a story of human resilience and ingenuity. We venture into the heart of communities, the lifeblood of the Mid-Atlantic, whose existence is at stake. We see firsthand the farmers struggling to preserve their livelihoods, community leaders forging ahead with audacious resilience strategies, and everyday individuals battling the rising tide. 

Through intimate interviews with scientists, farmers, and community leaders, "SALTED EARTH" provides a sobering, yet inspiring look at the very real and present challenge of sea-level rise. It asks a question that affects us all: Can our strategy against the rising sea succeed, or are we fighting an unwinnable war? The answer may unsettle you, but the journey is one you cannot afford to miss. Watch "Salted Earth" and see the future of our world through a salt-streaked lens.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

The documentary film "SALTED EARTH" produced by Mainspring Agency and funded by the National Science Foundation has had way more impact than we could have ever imagined. SALTED EARTH has won 6 awards, has been selected for 14 Film Festivals, screened at public libraries, Higher Ed institutions, and will air on Maryland Public Television in April 2024. We couldn't be happier with the results of working with the team at Mainspring Agency!

Describe their project management. Did they deliver items on time? How did they respond to your needs?

The creatives at Mainspring Agency are wonderful to work with. They are always quick to respond, offer sage advice, and work with you to develop a timeline, budget, and marketing strategy. Their preplanning meetings before shooting not only save time and help to bring the story to life, but they also save money because their projects are incredibly well-designed. In addition to having seasoned professionals who know how to develop and implement a project, they are simply fun to work with!

What was your primary form of communication with Mainspring Agency?

Virtual Meeting

What did you find most impressive or unique about this company?

What was most impressive about Mainspring Agency was how successful the final documentary film was and the impact it had on a broad audience.

Are there any areas for improvement or something Mainspring Agency could have done differently?

none

BACKGROUND

Please describe your company and position.

I am the Former Marketing Director of a tourism organization

Describe what your company does in a single sentence.

A regional tourism organization serving the areas of Renfrew County, Lanark County, Haliburton County, and portions of Hastings County, Frontenac County, and Lennox & Addington.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Mainspring Agency to accomplish?

• We have a resident engagement campaign aimed at increasing local's connection to our area and inspire hyper-local travel.
• Drive Impact for Recovery
• Increase community engagement and raise awareness of local tourism experiences
• Build the destination through the people and their stories

SOLUTION

How did you find Mainspring Agency?

Referral

Why did you select Mainspring Agency over others?

• Great culture fit
• Referred to me
• Great vision and alignment with our goals

How many teammates from Mainspring Agency were assigned to this project?

1-2

Describe the scope of work in detail. Please include a summary of key deliverables.

We worked with Mainspring Agency on the video production side of our regional campaign. Overall, this included the production (filming and editing) or 8 videos (2-3 minutes each), which were the focal part of our campaign. 

In addition to filming and editing, Mainspring Agency took on the majority of the pre-production work, including interviewing and screening people for the video, providing opinion and expertise on who should be selected as the feature people of the video in order to provide maximum impact and engagement, and developed the style and questions for the interviews. 

In additional to the key project outlined in this review, we worked with Mainspring Agency with numerous campaigns and video projects over the course of 4 years.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Specifically for the regional campaign, Mainspring Agency effectively produced 8 videos which drove a total of 224,566 video views. Social Media engagement around the video campaign was roughly 19,000. In addition to these quantitative metrics, the video series was recognized through multiple award nominations and wins and was selected to various Film Festivals, including: 

• Paddling Film Festival Voices Program - Official Selection 
• Outdoor Outdoor Film Festival - Official Selection 
• Waterwalker Film Festival - Official Selection
• Ontario Tourism Awards 
• Content Marketing Awards 
• Telly Award: Social Series, Travel & Tourism 
• Skift Ideas Award 

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Mainspring Agency is proactive with project management, ensuring they understand the goals of the project and laying out an effective work plan to ensure those goals are met with an effective timeframe. They are very responsive to requests and ensure they connect in person to clarify any questions and to ensure they understand the request. Mainspring Agency was as invested in the success of the project as we were.

What was your primary form of communication with Mainspring Agency?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Mainspring Agency has proven themselves time and again to not only be gifted storytellers, but to take a vision of a project and elevate it past your expectations. They contribute proactively to a project with extensive knowledge and expertise in cinematography and editing, lending vision to ensure the project is given its' proper attention. The team at Mainspring Agency consistency amazes me at their ability to be gifted storytellers.

Are there any areas for improvement or something Mainspring Agency could have done differently?

No, the team at Mainspring Agency was viewed as an extension of our team, and could consistently be relied upon for a successful project.

BACKGROUND

Please describe your company and position.

I am the Freelance producer of Mediacorp CNA

Describe what your company does in a single sentence.

Factual content for broadcast

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Mainspring Agency to accomplish?

• Fixer
• Drone filming services

SOLUTION

How did you find Mainspring Agency?

Referral

Why did you select Mainspring Agency over others?

Referred to me

How many teammates from Mainspring Agency were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Location fixer and aerial drone filming

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

As a fixer, Melissa was able to get us access into a location that had restricted access to the media. Ben’s drone shots were exactly what we needed to elevate the piece.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Communications were swift despite the 12-hour timezone difference. It was a collaborative process.

What was your primary form of communication with Mainspring Agency?

Email or Messaging App

What did you find most impressive or unique about this company?

They provided quality work and were nice people to work with.

Are there any areas for improvement or something Mainspring Agency could have done differently?

Not that I can recall.