Challenge

BCKYRD connected with Advantage| ForbesBooks, the publishing arm of Forbes Media, to develop continuous campaigns for their Authority Marketing system. ForbesBooks wanted to build out their visual brand identity through video content in order to cultivate a community amongst their member network. Over the span of a year, we worked alongside ForbesBooks to build a repository of promotional, educational, and evergreen content that would chronicle their services, company culture, network of connections, and leadership.

Approach

In our discovery session with the ForbesBooks team, we encouraged them to rethink publishing. We knew the importance of leveraging ForbesBooks reputable parent brand to stress their dedication to their members and to provide the best outcome and impact possible.

Our content had to serve two purposes: provide a strong foundation of the history and legacy of ForbesBooks and develop a narrative for the creatives, entrepreneurs, and authors that make up the membership.

Solution

Our team started with understanding the inner workings and company culture of ForbesBooks through a series of internal marketing video content. We headed to Charleston, SC to capture Adam Witty, Founder and CEO of ForbesBooks. This footage would then be used for both education and documentation -  employee onboarding, hiring, team values, office tours, company culture. While on-site, we also filmed individual employees ranging from the CMO, Recruiting Manager, and Member Experience Manager to garner different POVs of ForbesBooks’ differentiation in the publishing industry. We captured headshots for each employee and filmed client testimonials to serve as website content.

We teamed up with Steve Forbes, Chairman of Forbes Media, create an introduction video for the new members alongside Adam Witty. This content would become the first brand touchpoint welcoming members and authors into a new group of dynamic entrepreneurs.

We moved outside the Charleston office and into the work that ForbesBooks cultivates amongst its network of authors. Our team went on-site to the the 2017 Authority Insiders Forum, a conference that educate members, entrepreneurs, and CEOs on how to grow their authority and businesses, as well as prepares them with media training to amplify their message. Our team aided directly with this; we provided both ForbesBooks with teaser and promotional content, event recaps, and email newsletters, but also captured each authors’ story and message through interviews. Authors could then use this content in their own marketing collateral and press kits.

In 2018, we worked on-site for Authority Speaks, another of ForbesBooks’ conferences and marketing opportunities for members. We produced speaker videos, summit promos, daily recaps, and website headers for social media and website marketing.  Due to all content being edited on site, members and authors left the conference with a finalized and fully produced video. In addition, ForbesBook could immediately start pushing out video and photo content for promotional purposes and campaigns.

50+

Personal Brand Videos

25+

Event Promotional Videos

1,500+

Photos Captured