Promotional Video Creation

Bureau of Public Debt

Increasing Site Traffic and Awareness with Educational Video

The Bureau of the Public Debt (BPD) is an agency of the U.S. Department of the Treasury and is responsible for the issuance and redemption of Treasury securities, including savings bonds. In 2009, BPD sought a Marketing Communications agency to produce a three to five minute video for the Internet to increase public awareness of TreasuryHunt.gov, which can help locate bonds over 30 years old that are no longer earning interest.

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Situation:

The U.S. Department of the Treasury established TreasuryHunt.gov to help bond holders locate unredeemed, matured bonds issued since 1974. To increase public awareness of unredeemed, matured savings bonds and the services of TreasuryHunt.gov, the Bureau of the Public Debt sought a seasoned contractor to produce a promotional three to five minute video for distribution via the Internet.

Objectives:

BPD hoped to drive traffic to TreasuryHunt.gov to encourage bondholders to use the site to locate all unredeemed, matured Series E and Series EE savings bonds. The campaign needed to create public awareness, demonstrate the convenience of TreasuryHunt.gov, and educate consumers about the importance of redeeming their matured bonds in a creative and engaging video format for online placement.

Our Process:

Sage/JDG assigned a talented team of project management, strategic, and creative professionals to support the video from start to finish. We began with a kick-off meeting at the client’s offices to review the vision, objectives, timeline and challenges for the project. The deliverables outlined as a result of this session were a creative brief and project timeline.

Sage/JDG’s creative approach to the video was to satire a pop-culture theme that would resonate with the target audience demographic. Our script for Montana Jones and the Raiders of the Forgotten Bonds was the output of that strategy. Raiders of the Forgotten Bonds leveraged a creative and engaging storyline to inform viewers of the benefits and functionality of TresuryHunt.gov.

Once the script was finalized, Sage/JDG partnered with a production company with high-quality filming and editing capabilities. We began the video production phase by auditioning and casting professional actors. We then applied our extensive knowledge of government program management, financial product marketing, creative direction, and video production to film and edit the video to reach the final product.

Results:

Raiders of the Forgotten Bonds is currently hosted on the U.S. Department of the Treasury’s marquis financial services website, TreasuryDirect.gov. As the second video that Sage/JDG has produced for the Bureau of the Public Debt, Raiders of the Forgotten Bonds continues to inform U.S. citizens that TreasuryHunt.gov is a convenient and reliable way to locate unredeemed, matured bonds so that they can be cashed or reinvested to the benefit of the bondholder.

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