Often short, well-produced, and designed to capture the attention of a target audience, a brand video is a marketing tool that promotes a brand, its products or services, or its values and mission.

In today’s fast-paced digital landscape, many private sector companies use well-crafted brand videos to stand out from their competitors. But can this marketing asset also be valuable for public-sector and nonprofit workforce and education organizations? Absolutely!

Brand videos can solve a host of challenges that workforce and education organizations face, such as:

• Poor awareness levels within their service area
• A lack of understanding of the depth and breadth of their services
• Difficulties attracting the right populations to their programs
• Poor messaging that doesn’t fully describe their key value propositions
• An inability to expand reach within the market

According to Piktochart, brand videos can create emotional connections with viewers. Video content is especially powerful in helping retain viewers’ attention. According to this article, viewers will retain 95% of a message when presented in video format, compared to only 10% via text. Research consistently shows that video is the preferred format for engaging viewers. Not only does it capture attention more effectively, but it also leaves a lasting impression.

For organizations like Hacienda La Puente Adult Education (HLPAE), a brand video was a critical marketing asset to increase brand awareness and engagement, credibility, and enrollment that Full Capacity Marketing (FCM) used as part of an integrated marketing strategy.

Case Study: HLPAE

HLPAE is located in La Puente, California, a city in Los Angeles County and part of the San Gabriel Valley. The adult school houses an American Job Center and serves over 15,000 adult and high school students annually. HLPAE offers a wide range of courses, from technology and health programs to business, trades, and service careers. In addition to career-focused offerings, HLPAE provides essential programs such as English as a Second Language (ESL), GED preparation, high school diploma pathways, and citizenship courses.

Despite the school’s extensive offerings, HLPAE struggled to increase student enrollments and sought to enhance its visibility within the community. To address this challenge, FCM launched an integrated marketing campaign that included public relations and digital advertisements, with the specific goals of raising brand awareness, generating high-quality leads, and ultimately driving student enrollment.

The Role of Brand Videos in the Campaign

Central to the success of this campaign was the creation of compelling video content that highlighted HLPAE’s community connections and educational impact. FCM planned, filmed, and edited the videos to ensure the content aligned seamlessly with the campaign goals. Videos were used in digital ads, on the HLPAE website, and across social media channels to emphasize the unique benefits of enrolling at HLPAE, including real-world job training and low-cost or free programs, with federal grants available for eligible students.

HLPAE’s campaign delivered impactful messaging that resonated with the target audience and allowed HLPAE to differentiate itself from for-profit competitors, showcasing the school’s strong ties with the local community and commitment to student success.

Campaign Results

Powered by video, the integrated marketing campaign produced impressive results. The ads generated 406,000 impressions, meaning HLPAE’s message was seen by a large, targeted audience. The campaign produced 4,781 ad clicks from those impressions, driving traffic to HLPAE’s website and landing page. Most importantly, the campaign generated 468 leads, consisting of prospective students interested in learning more or enrolling in HLPAE’s programs.

As shown in HLPAE’s case, videos can significantly boost visibility and engagement for workforce and education organizations. Ready to bring your story to life through video? We can help you create authentic and compelling brand videos that resonate with your audience and leverage your organization’s presence. Let’s work together to craft videos that tell your story and drive meaningful engagement.

Feel free to reach out to me at celina@fullcapacitymarketing.com, and let’s get started!