Case Study: Maximising a Single Day of Filming for Consultus Care 

Combining marketing with recruitment

Like many businesses, when promoting services in the care sector, brands face a unique double-sided marketing challenge. They must speak to two entirely different audiences simultaneously: families looking for dignified, compassionate live-in care for a loved one, and high-quality carers looking for a rewarding career path.

Traditionally, addressing these separate goals would require two distinct campaigns, doubling the production time, and often the budget. For Consultus Care, a leading live-in care provider, the goal was to capture enough high-quality footage in a single day to fuel both sides of their digital marketing ecosystem, serving both customer acquisition and carer recruitment.

This project highlighted the versatility in the footage and editing, with several pieces of content being created after the main films had already been created. By using newly recorded voiceovers, mixed with the footage recorded on the day, we were able to create brand new films to fit in at several points along their sales and marketing funnel. 

Video is key to helping 

  • Build Deep Emotional Trust: Choosing a live-in care service is a highly personal decision. Video showcases the reality of home care, providing the visual reassurance and emotional security that text or static imagery simply cannot match.

  • Humanise the Care Experience: Showcasing the faces, relationships, and daily interactions behind the service establishes an authentic human connection, which is invaluable for families navigating sensitive care decisions.

  • Streamline Recruitment Drives: To attract the best carers, you need to show, not just tell, what makes the role rewarding. Video captures the professional dedication and fulfillment of the job, filtering in the right candidates.

The same footage, from different perspectives

  • With careful planning and production, we were able to produce content that engaged with both potential clients and new recruits. All whilst using the same core footage, combined with interviews and voiceover.

  • The Family: Showcasing how live-in care allows individuals to retain their independence, dignity, and comfort at home. showing the experience from the client’s point-of-view, along with her daughter, often the key decision maker when it comes to care. 

  • The Carer: Showcasing the daily routine, warmth, and professionalism required for the role, serving as the primary anchor for recruitment-focused content.

Process and Approach:

1. Discovery & Strategy

Every project begins with getting to know the brand’s unique market position. For Consultus Care, found out all about their sales funnel and recruitment pipeline. Instead of looking at the shoot as a way to get “one main film,” we approached it as an asset-generation exercise, mapping out how footage could be adapted for different platforms later.

2. The Content Plan

Once the multi-asset strategy was defined, we designed a tailored suite of content scripts and shot lists. We planned the scenes so they could be dual-purpose: a single sequence of a carer helping a client could serve as a comforting testimonial for a family, or an inspiring snapshot of a day in the life of a carer for recruitment.

3. Making the Most of Filming

Time on a manufacturing or production floor is incredibly valuable, and operational interruptions must be minimised. We meticulously plan an efficient day of filming to maTime on set must be meticulously managed. Utilising two actors (the mother and daughter) and a carer, we executed an incredibly efficient single-day shoot.

4. Tailored Editing & Post Production

The final destination dictates the edit. For YouTube pre-roll ads, we engineered the edits to have a strong first 6 seconds to capture attention and ensure brand recall before the “skip” button appeared. We also varied the depth of detail across the suite, creating quick, punchy edits to stop the scroll on social media, and deeper, information-rich videos for users further down the website sales pipeline.

Outcome:

Strategic pre-production and a platform-first editing approach allowed us to produce dozens of separate pieces of content for multiple platforms from just a single day of filming.

By, recording distinct voiceovers from both the family’s and the carer’s perspectives. This meant we could reuse the same footage to tell two entirely different stories. The mother and daughter’s voiceover turned a scene into a moving customer testimonial, while the carer’s voiceover transformed the exact same shots into a powerful recruitment tool.

By combining the original footage with newly recorded voiceovers, we could extract even more value from the original project, creating new peices of content when the opportunity arose and helping Consult Us Care boost their marketing and recruitment across their entire sales, marketing and recruitment.

Consultus Care received a comprehensive, multi-platform video library, populating their website, YouTube pre-roll ads, and social channels. All achieved from one highly efficient shoot.

Final Thoughts

  • Video marketing is incredibly versatile; a single day’s footage can serve completely different audiences (customers vs. recruitment) depending entirely on how the voiceovers and narrative arcs are shaped in the edit.

  • A single, well-planned day of filming can yield months worth of multi-platform digital assets if it is custom-engineered for asset generation right from the scripting stage.

  • Matching the pace and structure of the edit to its final platform (such as front-loading a YouTube pre-roll ad with a 6-second hook) dramatically maximises viewer engagement and overall campaign ROI.