TARGETED CONTENT CREATION

Vroom Case Story Videos

Leading this project from initial design to distribution taught me a lot about marketing to a secondary audience.

We knew families needed to see themselves reflected in Vroom; why shouldn't the trusted partners that supported them also deserve the same opportunity?

Recognizing the strength of our parent-facing content, the Bezos Family Foundation decided to produce a series of short videos featuring unscripted demonstrations of Vroom in action. We wanted to show the kind of impact possible when Vroom is shared by trusted partners. Our goal was to demonstrate how Vroom not only helps families, it can have secondary benefits for organizations, networks, and communities as well.

Sharing how Vroom resources help dispersed rural families come together for easy-to-implement community-building. We highlight how Vroom is supporting the organizations on the ground in isolated agricultural communities throughout the Central Valley of California.

How an easy-to-layer Vroom implementation, led by the ninth largest health department in the U.S., Public Health—Seattle & King County, served as a model for how Vroom can be used in a diverse community and setting.

Demonstrating how Vroom was used to unite a fractured early learning landscape. Through a collective use of Vroom, they developed a common language, increased parent buy-in and participation, and as a collective, they lobbied for and were awarded a 12% increase in county funding.

Showing how Vroom helped teachers forge family connections easily, improving student outcomes, University City Children's Center outside St. Louis welcomes families from diverse socio-economic and cultural backgrounds.

Illustrating how Vroom can be vertically integrated in healthcare across medical, administrative, and support operations. Vroom's strength-based approach and easy tools unify staff around shared purpose and impact, increasing productivity and patient experience.

Videos were shared via social media and email, but their primary use was supporting and facilitating the efficient cultivation and support of emerging and established community partners.

For example, the video "A Vroom Story: Everyone Has What It Takes," showcasing Seattle Children's Hospital's Odessa Brown Clinic, was a critical tool in launching Vroom's healthcare expansion initiative. Showing how Vroom could be integrated vertically across an entire patient's journey inspired hospitals, clinics, and healthcare centers across the country to adopt Vroom in their family-facing operations.

Unsurprisingly, in the course of our work we met many amazing families. We couldn't help but share their stories as well. We had previously shied away from this kind of personal feature, but these parents wanted to tell their story in their own words. We shared these testimonials carefully and with consent.

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