Patrick's Podcast
Content will include video production tips and services.
Patrick's Podcast
RaffertyWeiss Media - Video Production Expertise & Offerings
Welcome back to the deep dive. So today we're digging into uh high-stakes video production.
SPEAKER_00:Yes, high stakes is right.
SPEAKER_02:We're focusing on one specific company, Raffrey Weiss Media, based in Washington, D.C. And we're trying to sort of reverse engineer how they pull it off. I mean, they're the go-to for this incredibly diverse range of clients.
SPEAKER_00:Yeah, really diverse. We're talking federal agencies, big global nonprofits, Fortune 500 types. It's quite a spread.
SPEAKER_02:Exactly.
SPEAKER_00:So the mission for you, the learner, is really to look past that impressive client list and kind of dissect their method. Okay. How does a company with over 20 years in the game keep that quality high enough for government work while also delivering like the creative impact you need for major ad campaigns? It's a real balancing act, a strategic duality, if you will.
SPEAKER_02:Aaron Powell A duality, I like that. And their core promise, the thing we need to test is this blend they talk about. Quality and creativity driving results.
SPEAKER_00:Aaron Powell Right. That's the claim.
SPEAKER_02:Aaron Powell They position themselves as leaders, and yeah, they are a certified small business, which is interesting in itself, but we need to figure out the mechanism. What makes that claim stick across such different audiences?
SPEAKER_00:Aaron Powell Precisely. What's under the hood?
SPEAKER_02:Aaron Powell Okay, let's unpack this foundation. They talk about technical rigor mixed with imagination. That sounds good, but they also stress this full service approach, writing, producing, directing, editing. Why is keeping all that in-house so vital, especially with these, you know, sensitive, high-profile clients?
SPEAKER_00:Aaron Powell Well, think about it. It's all about control, narrative control, technical control. Okay. In these high-stakes situations, every single word, every image, every cut, it has to perfectly align with the client strategy. And crucially, their compliance rules. Ah, compliance. Right. If you start outsourcing pieces, say the writing or the edit, you introduce potential friction, big potential for errors, misunderstandings. It just breaks that tight loop.
SPEAKER_02:That makes a lot of sense. And you mentioned the client list, it really is something. Corporations, universities, associations, plus federal, state, and local government.
SPEAKER_00:Yeah, the breadth is pretty staggering.
SPEAKER_02:So when you see the range of what they make TV commercials, PSAs, fundraising stuff, training videos, animations, it's clear they're not just like a one-trick pony.
SPEAKER_00:Exactly. And that adaptability is key. It's not just about being busy, it proves they can pivot.
SPEAKER_02:Pivot how?
SPEAKER_00:Well, the technical standards for, say, an internal training video versus a national TV spot are worlds apart. Right.
SPEAKER_02:Totally different.
SPEAKER_00:Their track record over 20 years suggests they have a solid process, something standardized that lets them switch between these different, let's call them regulatory landscapes without quality dropping. And the source material really hammers this home. Success is built on relationships, sure, but also on delivering exactly what they promise.
SPEAKER_02:Okay. So that quality promise isn't just a buzzword. It means reliable, compliant execution, no matter how complex the job is.
SPEAKER_00:Aaron Powell That seems to be the core of it, yes. Now, if we zero in on their big communication wins, TV spots, broadcast ads, you start to see a specific methodology pop out.
SPEAKER_01:Okay.
SPEAKER_00:The sources mention, you know, two decades of award-winning commercials all over the country. So they definitely know the broadcast world.
SPEAKER_02:Aaron Powell And here's where we hit that unique creative angle, and it ties back to what you're saying about control and authenticity.
SPEAKER_00:Uh-huh.
SPEAKER_02:They seem to specialize in using real people in their ads, often instead of professional actors.
SPEAKER_00:Trevor Burrus, Jr. Right. And that's not just like a nice fuzzy choice. It's calculated. It's actually a bigger logistical challenge, potentially.
SPEAKER_01:Aaron Powell, How so?
SPEAKER_00:Well, think about the legal side. Using non-actors might need different release forms, different ethical considerations compared to just hiring SAG talent, you know?
SPEAKER_02:Sure. Yeah.
SPEAKER_00:But they clearly think the payoff is worth it. That connection, when a viewer sees someone real, someone they can identify with, it makes the message land harder. That connection drives the campaign success.
SPEAKER_02:Aaron Powell Interesting. Okay, let's switch here slightly to PSAs, public service announcements.
SPEAKER_00:Often overlooked, they say.
SPEAKER_02:Aaron Powell Right. They argue that nonprofits, government agencies, they sometimes miss the boat on PSAs. But RaffertyWise counters that they offer massive media coverage potential.
SPEAKER_00:Aaron Powell And this brings up that integrity point again compliance, trustworthiness. Because many of these PSAs they produce for big names like the Department of Labor, the American Red Cross, they end up earning millions of dollars in donated airtime each year.
SPEAKER_02:Millions.
SPEAKER_00:Wow. Yeah. Which means the PSA itself has to be technically flawless and neutral enough, you know, message-wise, that hundreds of different TV and radio stations across the country are willing to air it for free.
SPEAKER_02:Aaron Powell That speaks volumes about trust. Getting in that free airtime requires real broadcast integrity.
SPEAKER_00:Absolutely.
SPEAKER_02:And just look at the clients trusting them with these national campaigns. You see the CDC, CMS Centers for Medicare and Medicaid services.
SPEAKER_00:Yeah, huge players.
SPEAKER_02:You're talking about navigating some of the most complex, sensitive public health messaging out there. That level of trust is significant.
SPEAKER_00:It really is.
SPEAKER_02:Okay. Now let's dive into the federal government space. That regulatory maze. They mentioned over 20 years working directly with federal and state agencies.
SPEAKER_00:Yeah, and video for government isn't just about selling something. It's different. How so? It's a tool, right? Mm-hmm for boosting engagement, making information more accessible, increasing transparency for taxpayers. It serves a civic function almost.
SPEAKER_02:Aaron Powell Got it. And their client list in federal is deep. Beyond CDC and labor, you see the Department of Justice, the Peace Corps, EEOC.
SPEAKER_00:Aaron Powell Plus major parts of health and human services like NIH, National Institutes of Health, Sam HSA.
SPEAKER_02:Right, Sam HSA. We'll come back to them.
SPEAKER_00:Yeah. The sheer complexity of what these agencies do means RaffertyWise has to be fluent in like policy communication, not just pretty pictures.
SPEAKER_02:Aaron Powell So if broadcast PSAs are one pillar for reaching the public, what's their main thing inside the federal government? Seems to be training and e-learning videos.
SPEAKER_00:That's a big one. Yeah.
SPEAKER_02:How do they take these really technical, often let's be honest, dry subjects, the stuff that used to be in a thick binder?
SPEAKER_00:Uh-huh. Yeah. The dreaded manual.
SPEAKER_02:And make sure people actually absorbed it, retain the information, especially for crucial stuff like onboarding or ongoing training.
SPEAKER_00:Aaron Powell Okay. So this is where it gets interesting technically. They're likely using techniques like microlearning breaking content into smaller chunks.
SPEAKER_02:Aaron Powell Makes sense.
SPEAKER_00:And critically, ensuring the videos work with systems like SCORM, that's a standard used in federal learning management systems or LMSs.
SPEAKER_02:Aaron Powell Why is that important?
SPEAKER_00:Aaron Powell Because SCORM allows tracking. Did the employee watch it? Did they complete the module? It integrates the video into a measurable training framework. It's not just passive viewing.
SPEAKER_02:Measurable, okay. And to really grasp the scale, let's look at that Sam HSA example. Substance Abuse and Mental Health Services Administration.
SPEAKER_00:Right. That project was massive.
SPEAKER_02:They produced and edited over 300 video interviews, healthcare professionals talking about a new drug screening program.
SPEAKER_00:300 distinct interviews with non-actors, remember.
SPEAKER_02:And they had to travel to eight different cities across the U.S. to do it. How do you even manage quality control on something like that? Keep it consistent.
SPEAKER_00:That right there is a masterclass in logistics.
SPEAKER_02:Seriously. It sounds like it.
SPEAKER_00:You need absolutely standardized interview setups, strict rules for how things look across different locations, and then this enormous post-production machine to handle all that footage.
SPEAKER_01:Wow.
SPEAKER_00:It really proves their operational side is top-notch. It has to be to support that core creative approach of using authentic real people. The logistics enable the authenticity at scale. So if you take that same logistical rigor and apply it to the corporate world, the focus shifts, right? It's less about regulatory checkboxes. And more about more about crafting stories that drive actual growth, you know, revenue, sales leads, brand positioning, tangible business results.
SPEAKER_02:And the range of people they feature is just wild. They talk about interviewing Bill Gates at Microsoft. And then on the other end, a 65-year-old assembly line worker building jets at Lockheed Martin. That's a huge shift in tone, environment, everything.
SPEAKER_00:That really is.
SPEAKER_02:How do they possibly adjust their approach? The camera style, the interview technique, going from a CEO who's probably media trained to someone sharing their story publicly for maybe the first time.
SPEAKER_00:Extreme flexibility is the key.
SPEAKER_02:Yeah.
SPEAKER_00:Narrative flexibility. For the CEO, okay, the goal might be polish hitting strategic talking points. Very controlled. Right. For the frontline worker, you need a different feel. More like a documentary. Sincere, raw, maybe the consistency isn't in the subject style, it's in the final product always being captivating.
SPEAKER_02:Yeah.
SPEAKER_00:Always honoring that person's story.
SPEAKER_02:Aaron Powell Honoring the story. Okay. Now let's look at nonprofits. Here, that emotional connection you mentioned earlier is absolutely critical.
SPEAKER_00:Trevor Burrus, Jr.: Paramount. It's about raising money, raising awareness, connecting with donors heart to heart.
SPEAKER_02:Aaron Powell And the results they cite are, again, just huge. That national TV and radio campaign for the American Red Cross Change of Life apparently earned over$100 million in donated media time.
SPEAKER_00:Okay, stop there.$100 million. That's phenomenal. But let's think about the how. To get that kind of free airtime, the video has to be compelling, obviously. But it also has to be technically perfect for broadcast, air ready. So that number,$100 million, it shows the power when you combine that authentic emotional punch with absolutely professional delivery. It's both.
SPEAKER_02:Makes sense. And we see similar quantifiable results in education, both K-12 and higher ed. Like what? Well, for the Washington Jesuit Academy, their fundraising videos apparently helped the school raise millions of dollars.
SPEAKER_00:Wow, direct fundraising impact.
SPEAKER_02:Yeah. And for St. John's College High School, an admissions video led to a big jump in applications and donations from alumni.
SPEAKER_00:So recruitment and development.
SPEAKER_02:Exactly. And the Catholic University of America used their videos for a capital campaign, showcasing a major renovation of their business school.
SPEAKER_00:Aaron Powell So the takeaway really seems to be that authentic visual storytelling isn't just nice to have anymore. It's basically essential for fundraising, recruitment, institutional growth. Okay. Let's zero in now on some specialized delivery methods. Especially e-learning and training videos you mentioned. The demand for those has shot up recently.
SPEAKER_02:Aaron Powell Yeah, the source material says dramatically over the past two years, and they're tackling some seriously complex subjects. Commercial real estate, bioethics, healthcare policy.
SPEAKER_00:Not simple stuff.
SPEAKER_02:No. And these aren't just quick little explainers either. For the Urban Land Institute, they made five videos, each two to three hours long.
SPEAKER_00:Whoa, three hours? For what?
SPEAKER_02:For an undergraduate course on commercial real estate, they launched at Colgate University.
SPEAKER_00:Okay, so that's not just making a video, that's like co-creating curriculum almost. It's deeply integrated into academia.
SPEAKER_02:Seems like it. And for Georgetown University Bioethics, they did six long videos, maybe one to two hours each. And those apparently became a significant revenue source for the department, which really underlines the commercial potential of well-made e-learning.
SPEAKER_00:Right. If it's good, people will pay for it or institutions will. But it's not all long form, right?
SPEAKER_02:No, definitely not. Contrast that with AARP. For their smart driver course, they did 18 short videos, like two to six minutes long each.
SPEAKER_00:Ah, okay. So complete flexibility there. Yeah. Long-form deep dives, short micro learning bites. They can do both.
SPEAKER_02:Exactly. Now, one last specialty area. Multicultural communications, specifically reaching Hispanic audiences.
SPEAKER_00:Okay, this is important.
SPEAKER_02:The usual criticism of campaigns aimed at diverse groups is that they sometimes feel well translated, not truly authentic. Trevor Burrus, Jr.
SPEAKER_00:Right, like a generic message just slapped into Spanish. It often falls flat.
SPEAKER_02:So how does Rafferty Weiss avoid that? How do they make it genuine?
SPEAKER_00:Aaron Powell They're very explicit about it in the source material. They talk about cultural tailoring.
SPEAKER_02:Meaning?
SPEAKER_00:Meaning everything gets considered through a cultural lens. The script, yes, but also the casting, the actors' dialects, the clothes they wear, the set design, the music choices, the graphics, even the editing pace. It all needs to resonate culturally.
SPEAKER_02:Aaron Powell, so it's way beyond just translation, it's recreating the message within the culture.
SPEAKER_00:Exactly. It's about addressing cultural sensitivities and nuances authentically.
SPEAKER_02:And does it work? Well, the numbers suggest yes. Those Hispanic PSAs and radio spots they did for the Red Cross Change a Life campaign earn over$40 million in donated media time.
SPEAKER_00:40 million? Again, you don't get that kind of voluntary airplay if the message feels off or generic or, you know, inauthentic to the intended audience. It proves the tailored approach connects.
SPEAKER_02:It's a powerful financial endorsement of doing it right. Hashtag tag outro.
SPEAKER_00:So if we pull all this together, what have we learned? What's the raffer device secret sauce?
SPEAKER_02:What do you think?
SPEAKER_00:I think it's their ability to standardize authenticity. Which sounds like a contradiction, but hear me out.
SPEAKER_01:Okay.
SPEAKER_00:They consistently use real people, real stories, deeply researched narratives. That's the authentic sourcing. But they do it while maintaining these incredibly strict technical and logistical controls.
SPEAKER_02:Controls needed for.
SPEAKER_00:Needed for broadcast networks, needed for federal government compliance. So they connect these true stories, whether it's from a factory worker or a cabinet secretary, with really strategic messages.
SPEAKER_02:And the result.
SPEAKER_00:The result is consistently high-value outcomes. Millions in earned media, generating actual revenue, boosting application numbers, measurable stuff. Trevor Burrus, Jr.
SPEAKER_02:Yeah. What really stands out is how they seem to have figured out how to replace those dry, text-heavy processes, the thick manuals, the dense reports, with visual content.
SPEAKER_00:Engaging visual content.
SPEAKER_02:Right. Engaging content that people actually retain, and that demonstrably works. We saw the metrics. So thinking about that shift away from text and towards video. Here's a final thought for you, the listener. What part of your own professional world? Maybe it's a complex internal process, maybe it's how you pitch donors or clients, what area is most ready for that kind of transformation?
SPEAKER_00:A transition to more visual, high impact content like animation or e learning.
SPEAKER_02:Exactly. And if you were to make that shift, what's the biggest, most ambitious success metric you could possibly attach to it? What would real success look like? That's something to think about.