Firefighter Air Coalition is a nonprofit dedicated to firefighter air safety and education. They enlisted Big Marlin Group to tell their story through video to leave a lasting impression on their audience. The venue? Their first formal introduction to the firefighting community, the 2024 International Fire Department Instructors Conference (FDIC) 2024, where they would be competing to grab attention at the busy gathering.
Video marketing helps you stand out in a crowd, whether it’s a crowded conference or a social media feed. It taps into powerful brain circuitry, attracting attention automatically with eye-catching motion, and that translates to real results. In fact, companies who leverage video report 41% more web traffic from search. Most importantly, video can connect with audiences’ emotions, especially in the nonprofit sector where marketing focuses on people and values instead of features and benefits.
We started with target audience research, showing firefighters a variety of footage to learn what themes would resonate with them. Our biggest insight? This savvy segment could easily identify and tune out stock footage, so clips from real news sources were the most compelling.
Big Marlin crafted three different storyboards, each centered around different themes from our audience research, including family and remembrance of fallen firefighters. Working collaboratively with the Firefighter Air Coalition Team, we refined the narrative and messaging to represent their mission.
While bringing the storyboard to life, we incorporated video storytelling best practices:
Firefighter Air Coalition reached the #2 webcast at the FDIC, cutting through the noise to resonate with their audience. It was such a success with the firefighting community that the video is now featured on their website as a lasting symbol of the organization.
You can watch the final video on Youtube.
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