Sticker shock, we’ve all been there. But have you ever considered how much you can squeeze out of a project? Or how many groups can benefit from one asset? 

Take one video shoot. What may look like a big-ticket item at first can serve many purposes.

Last fall, we had the opportunity to shoot the story of Shepherd, a boy born with congenital heart disease. Over two days, we shot his story at his home in Louisville, KY, gathering b-roll, personal photos, and interview soundbites from his parents and brothers. 

Although our primary purpose was to develop an internal video about an in-utero surgery that Cigna Healthcare expedited approval on, we’ve been able to create three more full-length stories from the same shoot: maternal mental care, technology coverage, and a hospital stay/prescription coverage story. In addition, we’ve also delivered paid media cutdowns, driving to the longer stories online. 

So, for the price of one shoot, our company has produced multiple pieces of content that have been used internally and externally. And we are still receiving requests. Is anyone interested in social?

But not just video can be repurposed. Have you considered digital? Recently, we were tasked with building a provider newsroom for Cigna Healthcare, Medicare, and Evernorth Health Services. This digital hub would be a one-stop shop for providers to find the latest and greatest. 

Once we built out the basic functionalities in WordPress, we were able to use that as a foundation to develop dental and Evicore newsrooms as well, significantly cutting down the time from request to launch.  

No matter the asset, there is real benefit to keeping the content in-house.  Since we own the content, there are no SOW restrictions on its reuse or a new charge to access the RAW or working files. Additionally, we can find efficiencies within music and talent licensing.

With the unique position of working across the enterprise, the Internal Agency can help find opportunities to combine scopes and connect marketing initiatives, repurpose creative, find efficiencies, and squeeze more content out of your budget.