West Coast Homes
Case Study
Client: West Coast Homes
Campaign Type: Brand Building
Production Length:
- Pre-Production: June – July 2023
- Production: July 2023
- Post Production: August 2023 – September 2023
The Challenge:
West Coast Homes has quickly built a name for themselves in the tiny home / modular home market. Known for their attention to detail, obsession with quality, and extensive background in site planning, they make the ideal building partner for those looking for the best.
The problem was, it was hard to separate themselves from other tiny home builders. As a result, they were having trouble communicating their value proposition.
The Strategy
In meeting with the West Coast Homes team, we determined our strategy would consist of highlighting the experience of the team, their breadth of experience, the support of their parent company (Faber Construction) and most of all, the “why” behind all they do.
Video was the obvious choice to tell the story of West Coast Homes because we wanted to connect with two very different audiences at an emotional level:
- Individual buyers
- Developers
We crafted messaging to show individual buyers the care and attention of the team. For developers, we highlighted the number of homes and decades of experience the team has.
The Process
1. Pre-Production
The final product is only as good as the preparation.
We took what we learned in our initial call and in our branding & messaging workshop, and began the storyboarding process. In our storyboards, we clearly define the visuals, the audio, and the graphics to be used. We then work closely with our clients to refine the storyboard so it fully reflects who they are as a company and achieves the goals we set out to achieve.
In addition, we spent significant time crafting our line of questions for the interviews. We storyboard, but never script our videos. This way, we have a clear vision of where the video will take us, but we aren’t dogged about how we get there. This leaves room for spontaneity and inspiration, while eliminating boring and stilted reading from the script or memorization.
The result is astonishing authenticity.
2. Production
Our productions are 90% preparation and 10% spontaneity. We do this to achieve authenticity, while still sticking within the bounds of what we set out to achieve.
We spent time at Wildwood, where West Coast Homes has built over 40 homes to demonstrate their vast experience. In addition, we filmed at their warehouse, where they can build in dry and ideal conditions insuring a superior product.
By interviewing Raymond, Laura, and Pete, we had a chance to hear from the the three leading the charge and shaping the way WCH moves forward.
3. Post Production
Post production consisted of first, reviewing all the interview footage we captured and crafting a cohesive narrative. Our team uses the storyboard as a guide, but as in our production phase, we leave room for inspiration and creativity.
West Coast Homes has many differentiating factors, but for the length of the video, we had to stick with the key few (saving others for future videos).
We went through three rounds of revisions with the client in order to incorporate their suggestions and feedback.
Distribution
After the video was finalized, we hosted a distribution workshop with West Coast Homes. Distribution is critical, and is often an overlooked part of the process. We know how much time and effort is involved in video production, and we want our clients to get the most they can out of the final product.
In our hour long workshop, we:
- Reviewed our 28 point distribution checklist
- Discussed what went well in the process
- Discussed what our team can improve upon in future productions
- Answered the remaining questions the West Coast Homes team had
- Presented ideas for future video creation to further help build the West Coast Homes brand.
