Denver Community Media (DCM) is a local media-centered organization offering equipment rentals, educational certifications, and mentorship for budding entrepreneurs and film/podcast enthusiasts. Anyone interested in bringing stories to life can shoot, record, edit, and produce video or audio content to air on their own channels or on DCM’s social and cable media platforms.
But not a lot of people know about it.
AOR needed to concept and execute a campaign to increase awareness about DCM’s amazing services and resources, and simply put, get more people on set. Our goal? Any new conversions (members, equipment rentals, content submissions, etc.).
Discovery Moodboard
Through Discovery we learned that DCM truly offers amazingly affordable and quality services with an emphasis on digital equity for the community — we knew this needed to be apparent in the concepts.
We came up with two, one more illustrative and one more photography-based. Since it was important for them to showcase real people in order to express the authenticity of their ‘family of creatives,’ they went with the photo concept — ‘Just Hit Record.’
Our campaign direction is about moving past the hurdle of fear and getting started. There are many reasons why someone isn’t able to get from idea to execution, whether that be access, cost, or a feeling that media and content creation are unattainable or unapproachable.
We’re speaking to people who need an extra push to get involved, who don’t know how to use all of the equipment, who have that amazing idea swimming around in their heads but no place to dive. We’re telling them not to worry, just hit record.
DCM believed in our vision and through the use of their own photographer, equipment, and studio, and our creative guidance, created a library of amazing assets for us to use in the ad build-out phase.
They had never executed a campaign of this size or type before, so they gave us the freedom to go the extra mile. Not only did we develop some rad creative, but we threw it out there into the world on as many platforms as the budget would allow:
When we finally released our story to the city, the city responded well. We saw an incredible increase in form submissions and queries for more information about DCM, and the company saw a healthy increase in members.
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