Creative Brief

• Project Title: Stories of Local Impact: Testimonial Video Series for NCATS

• Client: NCATS – Newaygo County Area Technical Services

• Creative Director / Producer: Nic Dampier

• Date: 2024

• Scope: Client Testimonial Video Series

• Objective: Highlight the real-world impact of NCATS’ business support services by producing a series of authentic, concise, and visually engaging client testimonial videos.

Project Overview

• NCATS exists to empower local businesses in Newaygo County through technical support, workforce training, and economic development services. In 2024, I partnered with NCATS to produce a six-part testimonial video series capturing the stories of entrepreneurs, small business owners, and community leaders who have benefited from the organization's resources.

• Each 1 - 2 minute video was designed for use across web, social media, presentations, and grant reporting—giving a human face to the often-overlooked infrastructure of local business development. These stories communicate the success and transformation that happens when a community invests in its own people.

Purpose & Goals

• Showcase real outcomes of NCATS’ programs and partnerships through personal client stories

• Support marketing and outreach efforts by providing compelling, short-form video content for digital platforms

• Increase community awareness and trust by highlighting the ripple effect of NCATS' impact on local business success

• Equip NCATS with flexible video assets for use in economic development pitches, social media campaigns, and funding applications

Target Audience

• Local business owners and entrepreneurs in Newaygo County

• Economic development stakeholders, community partners, and donors

• Workforce development and training organizations

• Government and grant entities evaluating program success and ROI

Deliverables

• Client Testimonial Videos (1 - 2 minutes each):
  Each video spotlights a unique client story—ranging from startups to established local businesses—sharing what problem they faced, how NCATS supported them, and the transformation that followed.

Creative Strategy

• Short-Form Impact Storytelling:
  Each testimonial was crafted to quickly convey challenge → support → result, giving viewers a full narrative arc in under one minute.

• On-Site Filming:
  All interviews and b-roll were filmed in each client’s business environment to highlight real spaces, real people, and real community investment.

• Modular Content for Multi-Use:
  Videos were delivered in formats optimized for social media, embedded website use, and email campaigns—flexible for both broad outreach and targeted stakeholder engagement.

• Values-Based Framing:
  Videos emphasized not just business growth, but the human and community impact—underscoring NCATS' role in helping people succeed where they live and work.

Tone & Voice

• Community-centered and hopeful

• Professional, but down-to-earth

• Clear, warm, and credible

• Rooted in empowerment and local pride

Impact Metrics

• Used in NCATS’ promotional efforts to demonstrate measurable outcomes

• Strengthened community awareness and credibility through human-centered storytelling

• Positive client feedback on how the videos honored their stories and helped promote their businesses

• Multi-platform use across social, presentations, and funding outreach

• Positioned NCATS as a responsive, trustworthy ally in local economic development

Why It Matters

• Economic development is more than data—it’s about people. These videos gave NCATS the opportunity to show—not just tell—the difference they’re making for local businesses. By putting a face to the work and a voice to the success, this project helped turn technical services into human stories, and community support into measurable, memorable impact.