Why Go Video?

Craft3’s Marketing Manager Explains Why She Decided to Go Video

Jennifer Janda knew what she wanted. As the marketing manager for Craft3, a non-profit community development financial institution (CDFI), Janda needed a good way to tell stories about how Craft3 positively impacts people's lives.

Jennifer Janda - Marketing Manager, Craft3

Jennifer Janda - Marketing Manager, Craft3

I first got the idea at a CDFI industry conference,” said Janda. “The people I was listening to were doing videos all in-house. I thought I could go back and we could do it in-house. Then I realized, ‘Who am I kidding?.

Increasing Understanding of a Complex Organization

Janda proposed six videos to the leadership of the organization. “At first they were skeptical about video,” said Janda. “I certainly didn't start out small. But it's become very evident that it was the right choice for this organization.  Our president loves them.  He can't get enough of them.  He shares them with everybody who will listen.  They are so useful for helping people understand our organization.” The process started with interviews of Craft3 staff, borrowers, partners and investors to gain a deeper understanding of the organization, align the videos with organizational goals, and make sure the videos speak to target audiences.

Scene from Craft3's J.P. Francis & Associates: Building the Future

Scene from Craft3's J.P. Francis & Associates: Building the Future


A Time Saver

In the marketing manager role, Janda is constantly juggling tasks, from developing communications strategy for several offices, to branding, marketing, coordinating board and client gatherings, and more. “The lack of time is my biggest obstacle,” explains Janda. “ I needed a tool to help share our message more quickly and effectively. I also wanted to work with someone who would help me, rather than taking more of my time to do this project. From the beginning I think that Studio Kate understood Craft3 and got us in a way that others didn't.  The passion that Kate has for mission-based work and storytelling really got us excited about videos.”

Motion graphics detail from Craft3's Coastal Community Action Program: Powering the Elimination of Poverty

Motion graphics detail from Craft3's Coastal Community Action Program: Powering the Elimination of Poverty

Reaching Investors and Borrowers

Craft3 target audiences are borrowers and investors.  The videos explain Craft3's loans and their impacts. “At the end of a recent meeting with a funder, we showed our Fort George Brewery video and they got so excited,” said Janda. “Video will be the piece that helps our investors see that we are making a difference.”

Scene from Craft3's Green Zebra: Cultivating a Healthy Community

Scene from Craft3's Green Zebra: Cultivating a Healthy Community

To date, Studio Kate has completed five Craft3 videos about loan recipients throughout Oregon and Washington: Fort George Brewery + Public House/Astoria, Oregon; Community Action Program/Aberdeen, Washington; J.P. Francis & Associates/Kent, Washington; Green Zebra Grocery/Portland, Oregon; and Clean Water Loans/Washington.

Want to see the video Janda's investor loved? Read about it and watch it here >>

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Craft3 is a nonprofit community development financial institution with a mission to strengthen economic, ecological and family resilience in Pacific Northwest communities. They do this by providing loans to entrepreneurs, nonprofits, individuals and others who don’t normally have access to financing. They then complement these financial resources with expertise, networks and other advocacy for clients. Since inception, Craft3 has invested more than $268 million in over 3,725 people and businesses in the Pacific Northwest.

Studio Kate is proud to support the work of Craft3. To learn more about Craft3, please visit their website at: www.Craft3.org 

View all of the videos in the Craft3 series at https://vimeo.com/craft3