Case Study: Video Production and Digital Campaign

Opportunity

Billings Public School District 2 (SD2) offers robust and wide-ranging Career and Technical Education (CTE) for all Billings high school students. The programs, or Career Pathways, cover everything from the more traditional trades like electrical and automotive, to healthcare, education, marketing and more. The problem? Many students and most parents were unaware of just how many industries and opportunities their programs embrace. For instance, students can get great internships through community partnerships with St. John’s United and Billings Clinic, earn dual credit (and graduate college early!), save money and get real-world experience.

As such, Billings Public Schools reached out to Kinetic to help them get the word out, engage more students and raise awareness among parents and also local businesses who may benefit from partnering with the District to invest in their own future workforce.

Actions

Kinetic began by simultaneously developing a CTE-specific microsite (including messaging and tagline development) and kicking off a video project. And trust us — the video is great! We interviewed current CTE students involved in the various career pathways, teachers, career coaches, parents and local businesses to tell a compelling story and communicate the breadth of opportunity available.

We were also then able to break up the larger video and create multiple mini-video vignettes that SD2 has been using to great effect in social media. Additionally, we utilized the long-form video and the vignettes in our automated email campaign that targeted both current and upcoming parents and local businesses.

We are currently in the process of working toward a second video campaign that will result in multiple videos, each focused on a specific career pathway and highlighting the life-long and life-changing benefits of CTE.

Let Kinetic produce your next video production and digital campaign. Download a PDF of this case study here.