Welcome to the Neighborhood // Sun Communities
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“Justin's quick to learn intuition and all-around leadership jump-started a series of 3-5 minute videos on a national scale for us. Justin was able to adapt quickly and expand his team even quicker. Flow became a "go-to" source for us with high-quality video production needs. He took a small team in a short amount of time and developed his infrastructure to take on enterprise-level work.”
– Kris Holowicki, Vice President Of Marketing, Sun Communities & Sun Outdoors
Project Overview
Over the course of nearly 3 years from 2022-2025, I oversaw a nationwide video marketing production project covering nearly 100 Sun Outdoors RV Resorts and Sun Communities Residential Communities. The goal: to create high-energy, informative welcome videos introducing the properties to prospective guests and residents in an authentic, compelling tone.
Working with a top-notch team of video creators and the incredible team at Sun, we ultimately created hundreds of cinematic videos and cutdowns to supercharge Sun's paid and organic digital media operations: videos that have collectively received over 2 million views on Youtube alone – and generated countless smiles and new tours and bookings!
Execution
Sun approached us with a list of properties and managers to interview, and we took it from there – it was crucial to us provide turnkey video production that didn't over-burden our client but also empowered them to help craft the key messages their local managers and staff would share on-camera. Our Lead Producer worked diligently to map out the best production schedule possible, optimizing for time on-property during the best season at each location as well as cost-effectiveness of travel and accomodations to keep our fees reasonable.
Throughout production season, we maintained daily communication between our home office in Detroit and our travel crews – often filming with multiple crews at several locations in the same day or week. To maintain consistency, we designed customized templates and workflow checklists across properties. By utilizing the same crew as often as feasible, and synchronizing our in-house editing team closely together, all of the nearly 100 welcome videos have a consistent branding, look, and feel. We also created a detailed repository of raw footage and b-roll selects in order to provide ongoing opportunities for our client to pull clips to feature in other marketing collateral. In total, we produced hundreds of hours of high-quality, indexed, and searchable video and photographic content for Sun!
Results
Our Welcome Video series has generated millions of views and engagements across paid and organic social media since its inception. Resort managers and sales associates have remarked that prospective customers often cite our videos as part of their customer journey, and the comment threads are filled with evidence of their effectiveness (see below!)
And in the words of Spencer Hehl, former Team Leader, Video Editing at Sun: "These all turned out amazing!"
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