Video Campaign for a Membership Organization’s Annual Conference

The Opportunity

The New England Chapter of CoreNet Global represents the best and brightest in the region’s corporate real estate industry connecting 600+ members who are real estate professionals, end users and service providers in commercial real estate. BG was hired to tell a story through videos that represented the four pillars of the organization – Connect, Learn, Grow and Belong. The primary video would be played to kick off the gala event, and the secondary video would encapsulate the journey of professionals taking the CoreNet Leadership 2.0 professional development program.

The Strategy

BG developed a concept to show the transformation of the regional commercial real estate landscape showing historical images of Boston transitioning into the new corporate skyline and hottest areas of the city. The overview video (link) was a fast-paced montage of membership photos in a variety of settings, organized under the key pillars and punctuated with testimonial footage representing different generations of the membership. The Leadership 2.0 video (link) chronicled the experiences of three different class members, showed the arc of their development and reinforced the programs transformative impact.

 

The Result

The videos were universally acclaimed by all levels of membership and incorporated into the organization’s website and marketing campaigns.