With the expansion of its Resource Facilitation staff in Fall 2021, the Brain Injury Alliance of Nebraska needed to work on building awareness of its presence and services in Nebraska. In early 2022, the organization had grant funding that had to be allocated prior to June 30. Given the high engagement and awareness building capabilities of video content, we decided to pursue the development of targeted explainer videos for three audiences: individuals and caregivers living with brain injury, professionals who tend to work with brain injuries post-hospitalization, as well as the general public.
Above: Planning and task outline for Resource Facilitation Video Project
In coordination with our Director of Operations, I researched possible vendors to send Request for Proposals for the project. Once a list was identified, I drafted the Request for Proposal and a Creative Brief outlining the needs and goals for the project. One of the key considerations for the project was the need for animated content since authentic footage of the people we work with is difficult to obtain due to privacy concerns.
Above: Request for Proposal that was sent out to vendors for the Resource Facilitation Video Project.
Above: Creative Brief for the video project that was sent as an attachment to vendors as part of the Request for Proposals.
Given my familiarity with the documents, our needs and goals, and the process of working with a production agency, I was placed in charge of the RFP process and coordinating with vendors. We selected the agency Pixel Bakery due to their specialization in producing animated content and videos.
The videos produced for the project can be viewed on Pixel Bakery's website at:
Once the videos were completed, the next objective was to strategically share or air these videos and build awareness for our organization and the Resource Facilitation Program.
While the video project was underway, we received an opportunity to purchase packages of 30-second commercial spaces from TV stations in North Platte and Lincoln, Nebraska. To maximize the viewership as best we could, we decided to purchase an ad package for September 2022.
In addition to these ad spaces, I developed a social media campaign targeted to those two cities and the surrounding areas in order to increase the number of "touches" and potentially generate referrals.
Above: Asana project board and tasks for the social media campaign to accompany airing of the 30-second explainer video created by Pixel Bakery.
I decide to start the social media campaign in August as a way to build up to the airing of the TV commercials by first explaining what can cause a brain injury, the effects of brain injury, then addressing ways the Resource Facilitation program could help–whether in a one-on-one capacity with individuals, or as a consultative partner for service providers.
Above: Facebook post samples from the social media campaign promoting the Brain Injury Alliance of Nebraska's Resource Facilitation Program
Above: LinkedIn post samples from the social media campaign promoting the Brain Injury Alliance of Nebraska's Resource Facilitation Program
In addition to the social media campaign, I also updated and redesigned our organization's brochure promoting the Resource Facilitation program to complement both the videos and the social media campaign posts.
Above: Updated brochure promoting the Resource Facilitation Program to individuals living with a brain injury and caregivers. Redesigned to complement the explainer videos developed by Pixel Bakery.
The campaign ended up generating over 100 page visitors to the two landing pages set up for the campaign as well as a total of 9 referrals to our Resource Facilitation team. Work still needs to be done to improve the engagement and conversion rates for these pages, but it served as a starting point in building awareness for the Brain Injury Alliance of Nebraska and its Resource Facilitation Program.
The campaign landing pages can be viewed at the following links:
