Promoting a New Initiative: Business Initiatives | LAI Video

Promoting a New Initiative

The 4 Videos You Need To Promote A New Initiative

Starting a new initiative is an exciting moment that is full of promise and anticipation. However, this moment also requires an integrated marketing strategy to ensure your customers understand and know your new chapter. 

As you approach this challenge, LAI Video makes marketing easy. As a full-service video production agency, we have what it takes to produce meaningful content that effectively communicates your ideas, character, and goals. 

The following types of videos are the most effective for promoting new business initiatives:

And check out our additional campaign support services for more ideas.

Types of Videos LAI Video Creates

Whether you're revamping company culture or introducing a sustainability program, you can count on LAI Video to help you spread the word. With our expansive industry knowledge, we know how to conceptualize, produce, and edit a video that makes a difference. 

Some videos we've made to highlight initiatives for our clients include: 

  • Trailers: Give your customers a preview of your partnership, enticing them to learn more about your future plans.
  • Explainers: Provide detailed information about your initiative, why it matters, and how it works. These videos are often animated to explain the program in simple, yet engaging, terms. 
  • Behind-the-scenes: Help your audience get to know your organization and the people who make your operations possible. This is your opportunity to show your brand in a new light and display the value of the initiatives you're creating. 
  • Spotlight: Emphasize a single part of your ambition, such as the reasoning or results. You'll breathe new life into your project and encourage your audience to develop an emotional connection with your vision. 


Trailer Video

Hype your company’s new changes and give your audience a taste of exciting things to come. Trailer videos are perfect to build excitement during an event.

Example Project:  Partnering with National Retail Federation for Retail’s Digital Summit, we created an opening video to kick-off the event and build attendee enthusiasm.

Why It Works: By providing introductory context and generating anticipation, the trailer effectively teases what will be an unforgettable experience. It successfully promotes awareness, anticipation, and memorability.

LAI Video Advantage: Capturing an audience’s attention (and holding it) can be a challenge for any company or organization. At LAI, our team guarantees high-quality creations that’ll engage and resonate with viewers.

Awareness / Explainer Video

Deliver the big picture of your mission and objectives. Let your audience in on how it will work or affect them personally.

Example Project: We aided the National Retail Federation in rolling out their new credentialing program by creating an animated “About” video.

Why It Works: The video uses colorful animation to explain the details of the program in an efficient, enjoyable manner. Its eye-catching graphics walk users through a process and provide clear explanations.

LAI Video Advantage: When working on an explainer video—or any video for that matter—fresh, creative ideas are often hard to come by. Luckily, our team has no shortage of creativity. And since video is our expertise, we have lots of ideas for getting your message across as effectively as possible. See more ways to build awareness with video

Behind the Scenes Video

Recognize unsung heroes who may otherwise go unnoticed. Illustrate the hard work that was put in to make company initiatives come to life and give your audience a peek into a world they rarely (or never) see.

Example Project: We helped the Department of State celebrate the artisans responsible for preserving some of our nation’s most prestigious diplomatic reception rooms, documenting the crafts-peoples’ brilliant efforts in this Emmy-award winning video.

Why It Works: By going “behind the scenes,” potential customers or stakeholders are granted insight into your organization’s approach and values—placing your talented team before your amazing product.  These types of videos show off the team behind a project, and demonstrate the lift and length of work involved in a process, and give the viewer a new sense of appreciation for what you do.

LAI Video Advantage: We’re a smart and curious team—we want to learn about your behind-the-scenes action and tell the world about it! Not to mention, we’re pros at getting the best angles for large-scale projects and have the latest video technology (including video drones!) 

Spotlight Video

Focus on a single aspect of the new initiative (its motivations, implementation, etc.) and the positive results it will bring to fruition.

Example Project: We worked with the Dental Trade Alliance Foundation to spotlight its pilot for a mobile health initiative.

Why It Works: This video highlights the program’s success while adding a human dimension to an industry that otherwise may not be overtly emotional. It uses a real-life example to bring statistics to life as well as foster an emotional and personal connection with the viewer.

LAI Video Advantage: A main challenge in representing an initiative is piecing a story together (or deciding on one in the first place). Fortunately, we have a team of expert storytellers who enjoy delivering audiences creative, meaningful messages.

What are the 4 Video Types?

Understand how to use each type of video to promote new initiatives.

What is a Trailer Video?

trailer is used to promote business initiatives through a short video that shows changes to a brand, new capabilities, or a ‘teaser’ of what’s to come. Trailer videos can be used as a marketing strategy to effectively give consumers a preview of what their experience with the organization will be like—further engaging them to the new company initiatives and to the brand itself. These are beneficial for creating awareness and anticipation over the brand’s next steps and endeavors.

What is an Awareness or Explainer Video?

Awareness or explainer videos are used to provide more information to the consumer about how company initiatives relate to them and how they work. These can be animated videos in order to explain it clearly through colorful graphics that can catch the audience’s attention. The awareness/explainer video delves into business initiatives that will benefit the consumer’s relationship to the brand: building trust so they can come to understand the brand’s purpose and future plans.

What is a Behind-the-Scenes Video?

behind the scenes video is effective for demonstrating the work and the people behind a company initiative or project. It highlights the collective effort put on behalf of a team: helping promote business initiatives in a new light. These videos give (potential) customers the opportunity to see a different side of a brand by gaining insight into how an organization structures their initiatives as well as the value of the work being done.

What is a Spotlight Video?

Spotlight videos are useful for promoting business initiatives because these emphasize only one aspect of it: whether it be the idea behind the initiative, the process and effort put into it, or its results. This type of video tells a story (of the initiative and the brand) to create an emotional connection and generate a response from consumers or viewers—it goes beyond the facts, gives life to the initiative, and communicates the meaningful message behind it.

LAI Video Can't Wait to Help

Whether you have a fully developed idea or are looking for creative guidance, LAI Video has the resources and skills to satisfy your needs. Our producers, cinematographers, and editors are the best in the business, with years of experience producing strategic video campaigns. They'll work to understand your brand voice and goals before developing shareable and effective assets your audience will love. 

At LAI Video, we believe everyone's story deserves to be told. We work tirelessly with nonprofits, private businesses, public institutions, and other organizations to create effective messaging that adds value to their operations. It's our mission to develop a lasting relationship with your company, nonprofit, or government agency, becoming a partner you can trust to deliver video marketing that works. 

Connect With LAI Video to Start Promoting a New Initiative Today

If you're interested in starting with our team, contact us online or call us at 202-416-4660 to speak with a specialist. You can also send us an email at or start a live chat today! 


Promote Your New Initiative!

Any of these sound like the right fit for your next campaign? Let's talk about it.

Let’s Talk About Your Project