Zorgzaam Leuven is a collaborative project of caregivers and care organizations in and around Leuven. The initiative aims to contribute to more health and well-being for the residents of the city.
The coordination is partly in the hands of Marie Van de Putte, who is responsible for connecting partners and making the network's operations visible.
As with many social projects, there was also an immediate communication challenge: the content and expertise were there, but they did not always reach the general public.
The challenge
Zorgzaam Leuven wanted to reach more people with their message about health and well-being. At the same time, there was already a lot of valuable content available.
For example, there were alreadyinterviews and recordings made with healthcare professionals, but in practice, only a small part of that material was used.
As Marie Van de Putte describes it herself:
“An interview lasts on average 15 to 20 minutes, but that is all cut down to a video of a maximum of 90 seconds.”
As a result, a lot of valuable content was lost.
“This means that many parts of the interview will never be used, but are still valuable.”
Additionally, a second problem that many organizations recognize played a role:the constant pressure of social media.
“The pressure of social media cannot be underestimated. You always want to be present there, which means you are constantly looking for material.”
The team was looking for a way to:
better utilize existing content
communicate regularly
without requiring a creative effort every week
The approach
Together with Videomarketing.be, a choice was made for avideo marketing trajectory with a structural approach.
The starting point was simple:reactivating existing interviews and recordings.
Instead of extracting one short video from an interview, the material was systematically divided into multiple messages.
Marie Van de Putte describes it as follows:
“Unused material is also utilized in this way and is linked to powerful messages.”
The trajectory had two clear objectives:
To raise awareness of the work of Zorgzaam Leuven among the general public
To confront policymakers with their own statements about care
According to Marie:
“On one hand, we wanted to raise awareness of the work of Zorgzaam Leuven among the general public.
We also wanted to directly confront policymakers with their own statements about care.”
Videomarketing.be helped to translate this content into a planned and consistent video strategy.
The output
The trajectory ensured that existing interviews and recordingswere reused as communication material.
This was concretely done by:
to split longer interviews intoshorter video messages
unused interview materialto reactivate
to link messages toclear themes and communication goals
aplanned video marketing trajectoryto set up
“The video marketing trajectory brings a great calmness to our team. We now have a plan that allows us to regularly share our message.”
The effect
For the team at Zorgzaam Leuven, the approach mainly provided calmness and continuity in their communication.
“A video marketing trajectory helps to regularly share material.”
Additionally, a large part of the weekly communication pressure disappeared.
“For our team, this is a relief because everything is already prepared with this plan. It brings a huge calm to our team. We no longer have to think every week: ‘What should we post now?’”
It was also important for the organization that theymaintained content control.
“We remain masters of what we send out to the world, so we can always change things.”
What this case shows
Many organizations already have valuable expertise and conversations.
However, that knowledge often remains hidden in:
long interviews
internal conversations
files or meetings
The collaboration with Zorgzaam Leuven shows that video marketing does not always mean that thereneeds to be more content created.
Sometimes it mainly means that existing knowledge is utilized better.
By systematically translating interviews into video messages, aconstant flow of communication is created, without a team having to start from scratch every week.
And now?
Curious how your organization can turn existing expertise into a structured video strategy?
Discover howVideomarketing.be helps organizations make their knowledge visible with a planned video marketing trajectory.
