Updated: Jun 1, 2020
Evergreens makes crisp salads, warm grain bowls, and fresh wraps using the freshest ingredients. It is food made fast that won't slow you down. The grand opening of their new location in Kirkland, Washington, at The Urban, is on January 29, 2020, at 11:00 AM. Badon Hill Group, LLC, welcomes Evergreens to The Urban in downtown Kirkland.
The Story Behind the Story
This video was completed in 29 hours from setup to live on social. We shot two days before the official opening. When we arrived, ladders and construction equipment still filled the restaurant while contractors worked on the electrical system. Been there, done that, can work around it!
Evergreens was doing an invitation-only free pre-opening to provide the employees with real-time training in a protected environment. They were making salads only, and the guests pulled from a random group of cards to keep the orders simplified. The salad only requirement added a production challenge for Badon Hill Group because we wouldn't get any visuals of grain bowls or wraps.
Conceptually we wanted to create something that explained what Evergreens is to the local community while creating a sense of excitement over the new location. Additionally, we had to include the branding of the Kirkland Chamber of Commerce. We shot for about 45 minutes, 30 minutes before they opened the doors and 15 minutes after.
For branding, we extracted the color scheme from the Evergreens website, along with fonts. We employed Evergreens core messaging in the video with a focus on creating content that could be watched with the sound off. To accelerate production, we used some stock video for b-roll of food close-ups, "Sell the sizzle, not the bacon!" The version of the video for the Chamber of Commerce includes our end stinger.
Get Your Geek On
The main shots employed two rigs, a gimbal-mounted full-frame camera on a z-axis stabilizer with an f/1.4 50mm prime lens, and a full-frame camera with a 28mm-300mm lens on a monopod. Most shots on the latter camera used a 50mm focal length. The equipment was selected so we could move quickly between shots while working in confined areas with many people working. All the content was shot in natural light while color correction evened up the look in post-production.
We arrived at 11:00 AM on Monday, with a finished video published to social at 5:00 PM, on Tuesday. The most important thing? Both clients are happy.
Social and Video is as Important as a Website was 20 Years Ago
The changes Google makes to their algorithm have fundamentally changed SEO, which now requires continuous massaging. Simply assuring your site is tagged correctly, and SEO optimized is not enough. With so much noise and the challenges of creating brand recognition, SEM needs a minimum investment of four-digits - weekly. Both of these have become independent marketing disciplines that require fulltime management.
To stand out, especially as a smaller or mid-market brand, you need to be on the proper social channels, actively manage them, and providing your audience useful, dynamic content. Badon Hill Group offers social media management as well as Video-as-a-Service (VaaS) to enable building an audience of superfans, that will become your evangelists.
If you'd like to learn more about what we can do to make your brand stand out, contact firstname.lastname@example.org.