Background.
CompTIA, a global leader in tech association and certification, sought to highlight the transformative impact of its programs on individuals' careers. Their objective was to share the unique, inspiring journeys of those who have leveraged CompTIA certifications to advance professionally.
Challenge.
CompTIA faced the challenge of effectively communicating the real-life benefits and career advancements enabled by their certification programs. They aimed to capture and share these success stories in a way that resonated with both current and prospective participants, demonstrating the tangible value of CompTIA certifications.
Collaborative project with Square Waves.
To meet this challenge, CompTIA enlisted Square Waves for a focused project aimed at bringing these stories to light. Our mission was to design and execute a video production strategy that would authentically capture the experiences of individuals who have thrived thanks to CompTIA's programs.
Project execution.
- Two-Day Video Shoot:Square Waves deployed a specialized video team to conduct on-site interviews over the course of two full days, with a crew of six working back-to-back six-hour days. Our objective was to create a comfortable, engaging environment where interviewees could share their stories openly and effectively.
- Interviews with 10 Individuals:We carefully selected 10 participants with diverse backgrounds and success stories, ensuring a comprehensive representation of CompTIA's impact across different career paths and industries.
- Video Production and Editing:
- The video shoot resulted in the creation of 40 high-quality videos, delivered in both landscape and portrait formats to maximize their utility across various platforms.
- We edited the videos for social media, added motion graphics, and ensured they were branded appropriately.
- Out of these, 36 fully edited videos were designed for versatile use, including:
- Social Media: Short-form videos tailored for sharing on platforms like LinkedIn, Twitter, and Instagram, engaging CompTIA's online community with compelling success stories.
- Website: Longer format videos integrated into CompTIA’s website, providing in-depth narratives that prospective students and professionals could explore to understand the real-world value of CompTIA certifications.
- Promotional Materials: Videos purposed for promotional use at events, in presentations, and through other marketing channels to highlight the achievements of CompTIA-certified professionals.
Results.
- Comprehensive Video Suite:The CompTIA team walked away with 36 fully edited videos with variations that can be utilized organically or for paid media. These videos have significantly enhanced CompTIA's ability to showcase the life-changing potential of its certification programs.
- Additional Assets:The CompTIA team also received all non-color graded footage for their own editing purposes and a plethora of photos for use in various promotional contexts.
- Enhanced Engagement:The content has amplified engagement across social media and the website, driving interest in CompTIA programs and reinforcing the organization's position as a catalyst for tech career growth.
Conclusion.
Square Waves' collaboration with CompTIA exemplifies how targeted video content can powerfully convey the successes and real-world impact of educational programs. This project has enabled CompTIA to effectively communicate the value of its certifications, fostering a deeper connection with its audience and encouraging more individuals to embark on their own journeys of professional development.
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