Municipality of Meaford
Project Case Study

Municipality of Meaford – Economic Development Promo Video Campaign

 

Project Info

Client: Municipality of Meaford
Location: Meaford, Ontario
Type: Promotional
Web: www.meaford.ca

  • Conceptualization
  • Script Writing
  • Storyboarding
  • Casting & Location Management
  • 2 days of filming on location
  • Custom animated graphics
  • Original Music composed by VCM
  • Delivery format: YouTube

Project Details

Objective:

The Municipality of Meaford is a quaint town at the sub-basin of the Georgian Bay. Meaford is known for its scenic beauty and apple orchards. In fact, it’s known as the “Other Big Apple”. The Mayor wanted a creative way to showcase Meaford’s character and its key Economic Development initiatives through video.

Visual Communications & Marketing Inc. developed a concept and storyboards to present at the first meeting. We won over the Mayor with our conceptualization and storyboards. We proposed to produce a 90-second introductory video and 4 x 60-second videos that would be an overview of the 4-pillars of Meaford’s economic strategy –

  • Tourism
  • Agribusiness
  • Arts & Culture
  • Retail

The apple tree is a beautiful and majestic tree in its prime and symbolizes value of life legacy, stability, sustainability, growth, grassroots, clean and above all Green.

Solution:

We took this as the basis of the introductory video which we called “Pass the Apple”. The story is about the Apple’s journey through Meaford while connecting all the key things that support the 4-pillars of Meaford’s economic development strategy: Community based Agribusiness, Unique Lifestyle with a thriving waterfront, Local Vineyard, Convenient Quality Healthcare, Meaford Hall: The Region’s Premiere Arts & Culture Centre and Great Leisure activities. All the content would feature these areas in a cinematic way.

We coordinated all the locations and talent with the help of the Municipality. With a tight schedule and good strategy, we completed the video production in 2 days. The talent in the videos are in fact local residents that we directed. They were happy to help and loved the experience and so did we. We wouldn’t have wanted it any other way because it kept the video authentic and cost efficient for the municipality.

We created custom animations and a motion graphics package to complement the look and feel of Meaford while keeping it fresh and cool. Adding sound effects and sound design brought realism. We also composed original music to give an upbeat and unique feel.

Results:

The entire community was thrilled with the results and the campaign received a lot of attention. The videos were featured on talk shows such as Breakfast Television and played in the City Hall and information Centre. Meaford also showcased the content on their website and YouTube page receiving thousands of views and positive comments.

Client Testimonial

“To whom it may concern,
Please receive this letter as clear endorsement for the professional skill and acumen of the producers and staff of Visual Communications and Marketing. Through the summer months of 2010 our C.A.O. Frank Miele and I shared the privilege of working directly with Doug Hodgson and Paul Nandrajog of VCM in the development, production and delivery of a package of four short videos designed to highlight the strengths of our municipality. These vignettes were intended to celebrate the excellent quality of life that we enjoy in Meaford and the four strategic pillars of our new five-year Economic Development Strategy. To date we have received a myriad of praise for these productions from several significant external sources and from throughout our local community for the superior messaging that form the centerpiece of these unique productions. From the first presentation meeting and throughout the production process to the final delivery Doug and Paul exhibited true professionalism and dedication to our project. They were extremely collaborative, budget conscious and time sensitive to our short window of opportunity. As an added challenge the location shooting called for a direct involvement with many of our local citizens each of whom had nothing but praise for their courtesy and professionalism. Finally, I want to thank VCM and its entire staff for their commitment to meet our goals for the project. In the final analysis the vignettes not only met each of our creative targets they were also delivered on time and on budget. In that regard I cannot conceive of a higher standard for any creative team. Should you require any additional information concerning this project please contact me at the address above. For your viewing pleasure the four vignettes are available at the video gallery on our municipal website at: municipalityofmeaford.ca.”
Thank-you for your interest.

Paul Osborn, General Manager – Meaford Hall
www.meaford.ca

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