Video Storytelling In An Agile Marketing World | DMFW MW 2025

Join Leticia Parker, Director of Marketing and Communications at Michigan Saves, as she discusses the power of human-centric video storytelling to transform technical financial products into compelling, emotional narratives.

This presentation outlines how a non-profit "green bank" successfully utilized video content to humanize unglamorous topics—like lead abatement and septic system repairs—driving a massive increase in earned media coverage and brand awareness.

Key Discussion Points Include:

✅ Humanizing the Data: Shifting the focus from interest rates and technical specs to stories of safety, dignity, and warmth to connect with audiences on an emotional level.

✅ Real-World Impact: Deep dives into case studies—including the "Loud" and "Keller" families—showing how financial products solved critical life issues, from lead poisoning to failed septic systems.

✅ Scaling a "Team of One": Strategies for small marketing departments to amplify their reach by partnering with PR agencies and focusing on high-impact storytelling rather than trying to manage all production solo.

✅ From Video to Earned Media: How to leverage high-quality storytelling videos as B-roll and pitch material for TV news stations, effectively turning marketing assets into news stories.

✅ Measuring ROI through Reach: Analyzing the dramatic increase in media presence—jumping from 7 to 54 media clips in a single year—by aligning video content with public interest.

✅ Sourcing Authentic Stories: Practical advice on building a "story bank" by incentivizing contractors and partners to identify and submit successful project outcomes for future content.

Learn how to look beyond the spreadsheet and find the human element in your data, creating video content that resonates with the media and customers alike.