Winning #1 on TheKnot.com
Michael C. Hayes Music | True Company Band
Written by: David Pierce Tuttle | June 12, 2024
Updated: December 3, 2024
Home > Case Studies > Michael Hayes Music
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Michael C. Hayes Music
(01. Project Overview)
Mike’s success was achieved through his raw talent, his shrewd business mindset, and a rock-solid partnership with STM.
Mike came to us because he needed to update his portfolio. He needed a better visual representation of his capabilities and fresh materials to use for his marketing. Little did Mike know that within months of releasing the updated videos we created for him, he and his wedding band, True Company Band, would go on to win “Best of Weddings 2023 and 2024” on TheKnot.com whilst simultaneously elevating their digital brand presence for more bookings. Read Mike’s story below.
Category: Video Strategy, Video Production
Type: Wedding Band, Singer/Songwriter
Model: Artists, B2B, B2C
The Opportunity
(02. The Opportunity)
Unmatched talent, clear goals, and a sharp thirst for more business led Mike to work with us.
Mike knew his videos were dated.
They weren’t bringing in the engagement he knew they could be getting.
That’s when Mike gave us a call.
He told us about his personal singer/songwriter brand, his current digital presence, and also his wedding band which he knew could be getting more gigs.
They wanted to get more bookings through their involvement on TheKnot.com.
We knew we could give him visuals that matched their high level of talent and coupled with the right strategy, we could maximize his investment to provide multiple videos to achieve the goal.
This is what we did.
“The video strategy STM implemented for me and my band was highly effective. Working with them was both enjoyable and produced excellent results. Our STM content contributed to winning #1 Best of Weddings on TheKnot.com. Partnering with STM was one of the best business decisions I've made.”
~Michael C. Hayes
Owner, Derailed Music, Inc.
What We Did
(03. Video Strategy)
Strategic video planning helped increase Mike’s brand exposure to help his band become #1 on TheKnot.com two years in a row.
Goal: Maximizing video deliverables within budget to increase brand awareness, update their social media presence, and obtain more leads through online wedding booking websites.
What We Did:
✔️ Video Strategy
✔️ Brand Message Video
✔️ Live Performance Videos (x4)
✔️ Promotional Videos (x3)
✔️ Social Media Reels Campaign (x4)
✔️ Social Media Highlights
Impact Created:
⚡️ Helped his wedding band become “#1 Best of Weddings Winner of TheKnot.com” two years in a row (2023 & 2024)
⚡️ Increased Instagram Reels views and impressions by over 5,000%
⚡️ Helped secure more wedding bookings through increased viewership on TheKnot.com and through his personal branding website
(03. Video Production)
A series of videos, each with different
goals and outputs to amplify their digital presence to achieve their primary goals.
( Video 1 )
Creative Brief: Create an exciting and inviting brand message video for singer/songwriter, Michael C. Hayes. The video will be used as his primary video deliverable to showcase who he is, who he and his wedding band serves, and why they do what they do. The video should leave his audience of venue owners and middle aged couples feeling trusted, impressed, and excited to book Mike and his band for their next talked-about event.
Goal: Show Mike’s uncomprimised, raw talent and his friendly and relaxed demeanor to build trust with his audience.
What We Did:
✔️ Docu-style Interview
✔️ Live Performance Videos & B-roll
✔️ Sound Design & Audio Mix
✔️ Custom Motion Graphics
Deliverable: Brand Message Video
(Brand Message Video) [3:16]
(04. Video Production cont.)
Updated portfolio performance pieces that encompass Mike’s sound, style, and talent.
( Videos 2-5 )
Creative Brief: Film a series of live performance music videos to add to Mike’s online channels as portfolio pieces his audience can connect with. The videos will serve as audio/visual representations of Mike’s skills as a full-time musician and his musical sound and style.
Goal: Show Mike’s live performance skills as a singer/songwriter and live-looping capabilities.
What We Did:
✔️ Live Performance Videos & B-roll
✔️ Sound Design & Audio Mix
✔️ Custom Motion Graphics
Deliverables: (4) Live Performance Music Videos
(Performance Videos)
(04. Video Production cont.)
Promotional videos of True Company Band, Mike’s full wedding band to catapult viewership and bookings on TheKnot.com.
( Videos 6-8 )
Creative Brief: Create three promotional videos for True Company Band to be used on TheKnot.com. The videos should use live audio recordings of the full wedding band paired with visual footage of the band playing live including happy couples, large audiences, moving dance floors, and high-energy entertainment.
Goal: Showcase the sound and potential of Mike’s full wedding band, True Company Band, to book more weddings through TheKnot.com wedding platform.
What We Did:
✔️ Live Performance Videos & B-roll
✔️ Sound Design & Audio Mix
✔️ Archival Footage Editing
✔️ Landscape & Vertical Video Edits
Deliverables: (3) Wedding Band Promotional Videos
Impact Created:
⚡️ Winner of TheKnot.com Best of Weddings two years in a row (2023 & 2024)
⚡️ Increased Instagram Reels views and impressions by over 5,000%
⚡️ Helped secure more wedding bookings through increased viewership on TheKnot.com and through his personal branding website
(Promotional Videos)
(04. Video Production cont.)
Maximize video impressions through social media reels.
( Videos 9-12 )
Creative Brief: Create four, 9×16, vertical edits of the various videos for use on social media to maximize viewership of all MCH / True Company Band videos and drive traffic to the full length videos. The videos are to be used on Instagram and TikTok.
Goal: Show trailers of the brand message video and promotional videos to spark interest and engagement on social media.
What We Did:
✔️ Archival Footage Editing
✔️ Vertical Video Editing
Deliverables: (4) Social Media Campaign Videos
Impact Created:
⚡️ Increased Instagram Reels views and impressions by over 5,000%
Visit: www.mchmusic.com | www.truecompanyband.com
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