My Story – Josh
My Story – Tahitia
My Story – Paul
My Story – Angelo
The AIM Video team creatively embodied the benefits of the Post-9/11 GI Bill by capturing the real-life stories of four inspiring U.S. Veteran as in the “My Story” video campaign.
When Congress passed the Post-9/11 GI Bill in 2008, it included several branches of benefits for Veterans. Each benefit is available at the Veteran’s request. The purpose is to help Veterans’ dreams come true through Post-9/11 GI Bill educational funding. In an effort to expand awareness of these benefits, the VA teamed with AIM to develop a marketing campaign, which included a series of videos that exemplifies each benefit of the Post-9/11 GI Bill.
Prior to the launch of the Post-9/11 GI Bill, the percentage of Veterans making use of the GI Bill was down. This was mainly due to a gap in communication from VA to Veterans. Communicating policy, even beneficial principles, can at times be mundane and stale. In our world, the right to a longer glance must be earned. And the real life benefits of policy must be brought to life. The VA recognized this. In their desire to acquaint all Veterans with the benefits of the Post-9/11 GI Bill, they enlisted AIM to brainstorm and create a series of videos.
The AIM Team brainstormed tactics to personalize each Post- 9/11 GI Bill benefit and presented the concept of “My Story” to the VA as a powerful opportunity to communicate benefits, as well as highlight the real life story of four U.S. Veterans. Each narrative was, shot and edited by the AIM Team, and highlighted exceptional stories of the success of the Post-9/11 GI Bill in a clean, fresh, and authentic way. AIM handled all aspects of video production, including:
- Strategic Consultation
- Creative Concept Development
- Script writing and Storyboarding
- HD Video Production
- Audio Mastering
- Multiple Delivery Formats
Rave reports from stakeholders and policy makers showed an increase in the desire to support the Post-9/11 GI Bill. ESPN analyst Marty Smith featured the story on ESPN.com. His article became a Google trend, demonstrating the level of interest that story generated. In conjunction with the overall marketing strategy of the Post-9/11 GI Bill, the visits to the Post-9/11 GI Bill website increased by 45%.