Corporate Video Campaign Transforms Brand Awareness for Packaging Company  

From the Client

“Andy, and the rest of the Team at Appeal Production are amazing to work with. They took their time understanding our project goals, and developing a media plan that worked with our budget and timeline. The results were amazing. Their attention to detail, and expertise around story and content development was incredible.” – Piete Casius, President 

Challenge

Friendship Industries, a pioneering social enterprise established in 1964 to provide employment opportunities for individuals with disabilities, faced a critical challenge: brand confusion and limited awareness of their mission. Over time, as the organization expanded to address broader community needs through their affiliate, Able Solutions, misconceptions arose about the distinct roles of the two entities. 

This lack of clarity, coupled with overall low brand recognition, hindered Friendship Industries’ ability to attract the right employees and fully convey the impact of their work to potential business partners and the community. Without resolving these awareness issues, the organization risked stalling its growth and limiting its capacity to serve more individuals facing barriers to employment. 

Addressing these challenges was essential for elevating their brand visibility, recruiting new employees, and fostering key business development connections. These efforts ultimately empowered Friendship Industries to perform their mission of transforming lives with jobs that open doors to a better future for community neighbors facing obstacles to employment. 

Solution

To help Friendship Industries overcome these challenges, we partnered with them to create a powerful video campaign focused on three key areas: business development, recruitment, and corporate culture. Through three distinct phases, we developed a series of humanizing videos that would elevate their brand visibility and demonstrate their mission in an authentic and engaging way. 

• Business Development Videos: We created a set of client success stories, demonstrating proof of concept for businesses considering partnerships with Friendship Industries. These videos highlighted the quality of work provided and showcased the value of employing individuals facing barriers to employment. 

• Recruitment Videos: By focusing on the supportive and inclusive environment at Friendship Industries, we crafted content that emphasized the company’s commitment to empowering its employees. These videos were designed to attract candidates who align with the company’s mission and values. 

• Corporate Culture Videos: We captured the essence of Friendship Industries’ work environment, focusing on the values, mission, and impact of the organization. The aim was to demonstrate how the company fosters a sense of belonging, community, and purpose among its employees. 

We worked closely with Friendship Industries to ensure that these videos aligned with their updated branding and logo for Able Solutions. This collaboration ensured a cohesive visual identity across both entities, helping to clarify the distinct roles while reinforcing their shared mission.  

Results

The video campaign significantly enhanced Friendship Industries’ brand visibility, helping to clarify their mission and attract both new employees and business partners. By showcasing client success stories, the business development videos strengthened partnerships and demonstrated the value of working with Friendship Industries. The recruitment and corporate culture videos highlighted the company’s inclusive environment and core values, resonating with qualified candidates and strengthening internal culture. As a result, the organization is now better positioned to expand its impact and continue transforming lives for people facing barriers to employment.

To watch more videos like these, check out our other corporate videos on our portfolio.