A compelling story, told with passion and panache
We captured Blackboard’s leadership and vision in a series of videos to launch a game-changing platform
- Content creation
- Digital media and marketing assets
- Subject matter expert coaching
Blackboard, an education technology leader, was launching a transformative e-commerce and curriculum-planning platform called the Blackboard Store, which aimed to reshape higher education for faculty and students.
Blackboard planned the Store launch for BbWorld, its annual event attended by thousands of customers and industry thought leaders.
With so much activity, standing out would be tough—we had to go beyond product brochures and booth attractions and inspire Blackboard’s target audience to think beyond the walls of BbWorld.
One of Blackboard’s strengths is its leadership. So instead of trying to embody the company’s transformative ideas in marketing copy, we suggested that Blackboard’s own thought leaders do the talking.
We recommended a multiperspective video featuring three Blackboard executives, each with a distinct view on the trends impacting higher education and how the Blackboard Store would address them.
The Store required context. We wanted Blackboard’s audience to understand the dynamics driving transformation in higher education.
Our five-minute anchor video opened with a Blackboard senior vice president providing an overview of the current state of education. Other executives discussed the digital needs, challenges, and lifestyle of today’s higher-ed students and faculty.
In addition to the anchor video for BbWorld, we produced three shorter videos, each addressing the needs of a specific audience.
As a content form, video is exploding, which made it the perfect vehicle for engaging with Blackboard’s audience while humanizing the company and its mission. The videos we created presented the executive team as passionate thought leaders who understand the massive changes happening right now in the education industry—and the Store as an innovative solution for keeping up.