St Albans Business Improvement District (BID) is a business led and business funded initiative formed to improve a defined commercial area within the District of St Albans in Hertfordshire. The BID work with local businesses to create a vibrant, thriving, sustainable and resilient city centre by creating and investing in projects and initiatives that deliver value back to the BID area, benefiting those who live, work and play in St Albans District.
As part of the five yearly renewal of the BID term in St Albans we were commissioned by BID to work with their PR Agency on an important BID renewal campaign. The brief was to produce, film and edit a short ‘Vote BID’ film and additional video content for social media to encourage local business owners to vote to renew the BID term in 2022.
Working closely with the PR Agency it was agreed that a testimonial style film, fronted by local business owners, would best provide the necessary information and credibility to encourage local business owners to vote for the renewal of the BID. A day of filming was organised with a number of local business owners (at their premises) where we interviewed and coached them to ensure the necessary key messages were captured. A simple ‘I’m voting YES’ device was introduced to help bring a strong consistency of message throughout the film. A first edit was provided to the client within 2 days enabling a fast turn around of the final campaign film. A number of different ‘cuts’ were also provided to amplify the key messages via social media channels.
The video content helped to really bring the campaign alive and reinforce the key messages. The use of local business owners to provide the narrative of the film (assisted with the simple ‘Im voting YES’ device) helped PR4 and the wider BID team to achieve a second five year term! Local businesses voted YES!
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