Project Overview

Client

The Allegheny Intermediate Unit (AIU), a regional public education agency that serves as a liaison to the Pennsylvania Department of Education, provides specialized support services to the 42 suburban school districts in Allegheny County, as well as its non-public, charter and vo-tech schools. The organization also operates three schools for exceptional children, 10 family centers and about 130 programs for children, adults and families. 

Opportunity

M:7 partnered with the AIU to direct more traffic to their website during the recruitment for a series of educator and educational support positions at their early-childhood education facilities. Using M:7’s tailored onboarding and storyboarding process, our team identified a heart-tugging narrative designed to inspire and drive a targeted audience to the AIU’s website. 

Strategy

During that process, an AIU leader shared a story about how she once taught a child who struggled with verbal expression to say “I love you” to their mother. That vignette inspired the M:7 creative team to construct a script and storyboard that shared this story to motivate educational professionals to learn more about opportunities at the organization. 

With a limited budget, the M:7 team kept production to a one-day shoot and created a stunning 60-second and 30-second commercial that blew away client expectations. 

Results

Within 2 weeks of the commercial’s airing …

Recognition

M:7’s work creating this commercial was nationally and internationally recognized in the 27th annual Viddy Awards, the 20th Annual American Business Awards and MERCOMM’s 2022 Questar awards.