At Eidolon Films, we believe in the power of authentic storytelling to connect with audiences on a human level. But what happens when that authentic content can be strategically repurposed to meet a new and pressing marketing need? This is the story of how our ongoing work with the Appraisal Institute on their “What I Value” series led to an innovative and cost-effective solution for a completely new campaign.
The Foundation: Humanizing the Appraisal Profession
The Appraisal Institute, with its global membership of 16,000, embarked on a strategic “appraiser-center redirection.” A key part of this was to humanize the real estate valuation profession. They needed a way to share the genuine stories of their diverse members across the United States, showcasing the real-world impact and expertise of appraisers beyond the technicalities of their reports.
Our solution was the “What I Value” video series. Eidolon Films managed the entire end-to-end production, from pre-production and directing to filming and post-production. We filmed in cities like Chicago, Cleveland, Los Angeles, and Washington, D.C., to capture intimate interviews and dynamic “on-the-job” moments with appraisers. Each video was a unique, short, and authentic story that brought the profession to life, directly supporting the Institute’s goal of highlighting its members’ voices and experiences. This series has been a resounding success, offering a rarely seen glimpse into the daily lives of appraisers.
An Unexpected Opportunity
As part of our ongoing relationship with the Appraisal Institute, we also manage their podcast, “Face Value.” During a recording session, the Communications Director mentioned a new initiative. The Institute was looking to develop a program to promote the services of its SRA-designated members to a very specific audience: mid-to-small sized banks, credit unions, attorneys, and estate planners. The plan was to use geo-targeted commercials to reach these groups.
This immediately sparked an idea. We had a wealth of high-quality, authentic footage of SRA-designated appraisers from the “What I Value” series. These weren’t actors; they were real professionals, passionate about their work.
The Pitch: Repurposing with a Purpose
We proposed a new project: leveraging the existing footage to create two sets of 10, 30, and 60-second commercials. One set would be tailored to bankers, and the other to attorneys. By pairing the visuals of real SRA-designated appraisers in the field with a carefully scripted voice-over, we could create powerful, targeted marketing assets that demonstrated the value of the SRA designation.
The Result: A Win-Win-Win
The Appraisal Institute embraced the idea. The result was a series of polished, professional commercials with an authentic message, delivered at a fraction of the cost and time of a traditional production. Because we used existing footage, we eliminated the need for a multi-city, multi-scene shoot, saving significant time and resources.
This project is a prime example of how to maximize the value of your content. By thinking creatively, we were able to:
- Save Time and Money: The primary footage was already captured, drastically reducing production time and cost.
- Maintain Authenticity: Using real SRA-designated appraisers resonated more powerfully than using actors.
- Deliver a Targeted Message: The commercials were specifically crafted to speak to the needs of bankers and attorneys.
- Amplify the Message: The “What I Value” series was given a new life and a new audience, extending its reach and impact.
This case study demonstrates the power of a strong client-partner relationship and the benefits of thinking strategically about content. What was initially created to humanize a profession became a powerful tool for targeted marketing, proving that great content, like a great appraisal, holds its value.
Unlock the Hidden Potential in Your Content
Does your organization have a library of video interviews, event coverage, or project footage? You could be sitting on a goldmine of assets ready to be transformed into powerful marketing tools for a new campaign or audience.
Let us help you discover the untapped potential in your existing content. We specialize in finding creative ways to repurpose video to meet your strategic goals, saving you time and money while amplifying your authentic message.
Contact us today for a consultation and let’s explore how we can maximize the value of your video assets.
