When the National Petroleum and Refiners Association determined they should become American Fuel and Petrochemical Manufacturers, they brought MiniMatters in to create a video that would lay out the change for their 200+ member companies.
The video gave a confident and complete presentation of the association’s plan for making the transition to every member. Even if viewers don’t absorb every phase of the association’s plan in a specific way, they recognize that the organization they will come to know as AFPM has a multi-phase plan for ensuring continuity of influence and impact during the change. High quality images, graphics, voiceover, and scripting send a message of professionalism.
The video MiniMatters produced in partnership with AFPM’s consultant and branding agency received more than 1,600 views within a week of launch. This indicates repeat viewing and extensive sharing of the private “members only” link with colleagues.
Online video ensures a cohesive message and inspires confidence that change will be handled carefully. It’s a way to know that a dispersed group of people will all hear the same message. It’s a vital—perhaps even essential—tool to use when you make a change that could make your members, donors, or customers wonder whether the things they like about your organization are going to stay the same. Some great times to consider video include:
- Presenting a new strategic plan.
- Changing the name of your organization.
- Changing your organization’s logo.
- New leadership.
We know we’re biased, but there really is no better way to maintain your connection with the people who care about your organization while at the same time embracing significant change.