Role: Creative Director
Company: Pacify
Teams: Creative & Marketing (5), Executive Leadership (8), Sales (4), Tech/Development (4), Client Success (3)
Project: Video Production, Marketing & Advertising, Branding, User Experience, Engagement
In 2022, Pacify expanded our maternal and pediatric telehealth services by launching the first virtual, nationwide network of birth doulas, making it easier than ever for families across the country to access doula support. By partnering with Medicaid plans, commercial insurers, and public health programs, we’re able to provide these crucial services at no cost to the new parents who need them.
To spread the word about our new product offering, we needed a crisp, catchy, and cohesive video promo that would appeal to both corporate clients and end-users. I spearheaded the production, which consisted of:
Working with our VP of Marketing and Communications to write and revise the script copy, telling a compelling story based on hard outcomes data and appealing to human-centered empathy
Storyboarding all video stills and working with Pacify’s Designer to direct vector illustrations to share with the videographer to animate
Overseeing the contracted videographer through concepting, storyboarding, and multiple revisions across design, copy, audio, and timing
Sourcing, hiring, and directing a voiceover artist to record the script for the final product
The end result is a dynamic, educational, and relatable promo video that we have utilized across corporate sales and member enrollment and engagement marketing to close contracts (increase of 214%) and boost conversion rates (2.5X higher enrollment and 25X greater utilization) in our doula programs. By Q1 of 2023, the Pacify doula pilot has expanded as a core product offering in all new contract sales, increasing PMPM value by 100%.