Brand Videos: A Valuable Asset for Workforce & Education Organizations

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!