Capture Video + Marketing is a video production and marketing agency in Grand Rapids, Mich. that equips small to mid-size companies with strategic, effective and brand-supporting videos for websites, social media, digital marketing and other purposes. When the company needed to define key messages and develop a brand positioning statement (i.e., tagline), it turned to Fredricks Communications.
I developed the following key messages for Capture based on discussions with the owner and several Capture clients:
- We create the videos our clients need but do not have the expertise or time to develop themselves.
- We make video creation easy.
- We make great videos, but the experience is the real difference.
- Capture delivers exceptional value.
- We consistently create high-quality videos.
Two supporting brand characteristics, out of many, are “Our videos generate results,” and “We will help you succeed on social media.” In fact, the majority of the videos Capture creates for clients are used online, specifically on social media platforms such as YouTube, Facebook and LinkedIn.
From there, I developed five tagline options for Capture; Capture selected “Video That Clicks.”
In a nutshell, Video That Clicks fits Capture and the video company’s branding needs perfectly because:
- When something clicks, it’s good. Really good.
- In fact, it’s even better than that; it’s a perfect fit, it feels right, creates a connection, immediately makes sense, provides an explanation that’s easy to grasp, relieves stress and puts people at ease.
- It’s Video That Clicks with our clients’ hopes, desires and communication objectives.
- It’s the way Capture itself clicks with clients, who first and foremost appreciate the quality and effectiveness of our videos, but who also recognize the value of an easy working relationship, professionalism, branding and marketing savvy, uberresponsiveness and dependability.
- It’s Video That Clicks in that it’s like the final piece of a puzzle; once clicked into place, it immediately reveals a bigger, clearer and more understandable picture of a client’s brand, products and services.
- Video That Clicks entices our clients’ target market members to click to watch client videos on websites and social media platforms.
With the messaging and tagline in place, supported by case studies and blog posts also written by FredComm, Capture’s social media activity and website views and interactions have markedly increased.
