From Color Runs to Connected TV—A Local Story with National Marketing Power
If you live in St. Francisville, Louisiana, you may be familiar with West Feliciana Parish Hospital. They have hosted numerous community events, including the Color Run I covered at the St. Francisville community park, which featured a wash down from the town's finest firefighters! That shoot was one of the most enjoyable and memorable experiences for me (I still have neon powder in my camera's viewfinder!).
When their longtime marketing director, Kathy, reached out to me about this year's plan to incorporate many of the advanced marketing services I offer, I was thrilled! I suspected they would want all the high-tech options available, even though very few people know about them!
We dedicated a whole day to shooting their new patient care rooms, capturing photos, videos, and even a Matterport tour. If you haven't heard of Matterport, it's an incredible tool that creates a 3D virtual tour. Not only does it elevate your listing, but the hospital plans to use it on their website, linking the spaces to Google Maps Street View!
Kathy mentioned something I didn’t believe until I conducted my own research after learning about their ideal demographic in the area. Having lived in the St. Francisville community for years, I knew the hospital’s demographic primarily consists of an older generation. To my surprise, the best way to reach them with a video advertisement is through a targeted Connected TV (CTV) campaign. Yes, I know it sounds technical, so let me break it down.
Connected TV (CTV) refers to any device—phone, tablet, or smart TV—that is online and streaming services like Netflix, Hulu, Prime, and Peacock, among others. Unless you subscribe to premium, ad-free tiers, you will encounter ads at some point, usually 15 to 30 seconds long. So, our project commenced!
-Courtesy of Mountain.com
I sat down and outlined an entire year’s worth of projects we wanted for these ads. I've shot multiple clips throughout the year and will continue to do so regularly. WFPH has had me on retainer for their marketing needs for years, and since we've built a library of video clips, they can now create specific target ads quickly and cost-effectively, as every session is backed up on my server!
I wanted to share a preview of one of their CTV ads with you. Having an impactful ad that targets your exact audience is within reach! There are countless services available that can help you get this in front of your target audience with just a few clicks. If you feel uncomfortable handling it yourself and would like our team to assist, just let us know—we’ll make it happen!