Karl James & Company developed and produced this marketing video for the Mukwonago Area School District. After conducting primary and secondary research, Karl James & Company developed the narrative, scouted locations and recruited on-camera talent with internal staff. All effort centered on illustrating to parents, teachers, students and taxpayers the school district’s academic excellence.
To work within the district budget, Karl James & Company developed creative solutions. The district and its local municipality agreed to share costs for shooting supporting video footage. Both wanted to create a video to promote the value of living in the Waukesha County suburb of Milwaukee, Wisconsin. Two distinct videos were created, even though they shared b-roll video. Each entity’s message was delivered through individual interviews. Karl James & Company interviewed key players in each organization’s success. The school district provided students, administrators and parents. The village supplied large and small business owners and elected officials.
We believe at Karl James & Company that without a founding narrative, telling a consistent brand story, whatever the marketplace, is next to impossible. Impossible for those inside your organization to share and to align their actions. And, it’s equally impossible for those receiving your messages outside your organization to understand what makes you different, and why they should invest their time, talent and treasure. Based on our research and understanding of the school district and the municipality discussed above, we were able to assemble the narrative used to produce the district marketing video.