Give the shared story distinct points of entry
Give each audience a focused way into the same partnership story, rather than asking a single film to serve every purpose. For Wimbledon and IBM, The Frameworks created an integrated campaign with an overarching documentary and five shorter thematic videos, or "sets", exploring different aspects of the partnership's commitment to innovation. The content suite included assets for internal and external audiences, alongside sales enablement.
The films drew on interviews with IBM and AELTC team members closest to the Wimbledon story, together with archive footage. That combination connected the technology and services IBM could offer with the passion, pride and commitment behind the Wimbledon experience.
Use that structure to plan content by audience purpose: give employees stories about the people and commitment behind the partnership, external audiences a clear account of what the partnership enables, and sellers focused material about relevant capabilities. Keep the central narrative consistent while giving each shorter piece a distinct subject and reason to be shared.
Sources: How we navigated lockdown to deliver a suite of video content for Wimbledon and IBM, Match point: how The Frameworks created an integrated campaign for Wimbledon and IBM in two weeks