— CLIENT
International Association of Business Communicators
— ROLE
Copywriter
Director
Editor
— TOOLS
Canon 5D Mark III
Adobe Premiere Pro
— DATE
2014-2015
— DATE
2014
The Challenge
IABC needed authentic, member-driven content for its Member Month promotion, and its members and leaders are spread across the globe. Two major events, Leadership Institute in New Orleans (February 2014) and World Conference in Toronto (June 2014), brought them together, but capturing their stories meant one person handling everything on-site, from scheduling to final edit.
The Approach
As IABC's Communication Associate doing in-house graphic design, photography, and videography, I took on the full production process myself. I scheduled interviews with members and leaders at both events, researched each interviewee and wrote out custom questions for each, then filmed them on-site using professional video and audio equipment. Each interview centered on one question: Why do you value your IABC membership? I then edited the footage in Adobe Premiere Pro into polished promotional videos for distribution.
The Result
The finished videos featured members and leaders from around the world sharing, in their own words, why they value membership. I distributed them to chapter leaders for use in their local promotions and published them publicly on YouTube to extend the campaign’s reach.
Starring Priya Bates, ABC; Sherry Boyd; Amanda Hamilton-Attwell, ABC; Cloreth Greene, ABC; Adrian Cropley, ABC; Chido Nwakanma; Tessa O'Neill; Brian Moore; and Tracey Sen.
Developed at IABC.
