Case Study: Daktronics – Empowering Asheboro High School Through Innovation and Community Partnerships
Overview
Daktronics, a global leader in digital display solutions, sought to highlight their impactful installation at Asheboro High School, a Title 1 school in North Carolina. Through their innovative DakMarketing program, the school was able to fund two new LED boards—one for the football field and another for the gymnasium—by selling sponsorships to local businesses. The partnership didn’t just end with the funding; ongoing sponsorship revenue continues to support athletics, arts, and extracurricular activities, creating lasting value for the school and community.
Daktronics turned to Max Miller Media to craft a compelling video campaign showcasing the success story of Asheboro High School, emphasizing the impact of their products, services, and curriculum on both students and the broader community.
The Challenge
Daktronics needed a comprehensive media package that would:
1. Showcase the boards and their impact on the school and community.
2. Feature testimonials from key decision-makers, including the Athletic Director, Principal, and Superintendent, to build trust and credibility with potential customers.
3. Highlight the success of DakClassroom, a curriculum teaching students how to sell sponsorships, create content, and operate the boards.
4. Provide versatile content for sales, social media, and trade show use.
Our Solution
Max Miller Media designed a production plan to tell Asheboro High School’s story in a visually compelling and authentic way, capturing the boards in action and highlighting the voices of those who made the partnership possible.
What We Delivered
1. Flagship Testimonial Video
• A comprehensive 8-minute video featuring:
• Interviews with the Athletic Director, Principal, and Superintendent discussing their decision to partner with Daktronics and the benefits of the collaboration.
• Student interviews showcasing how DakClassroom empowers them to sell sponsorships, create board content, and operate the boards during events.
• Footage of the boards in action at a football game and in the gymnasium.
• Designed as a powerful tool for Daktronics’ sales team to showcase the program’s success to other schools.
2. Social Media Video
• A shorter 2-minute version of the testimonial video optimized for social media, highlighting key moments to engage a broader audience.
3. Trade Show Video
• A looping video featuring dynamic footage of the boards, paired with quotes from decision-makers and community logos. Created to play without sound, it was designed to captivate booth visitors at trade shows.
4. Social Media Reels
• Five 60-second reels covering various aspects of the Asheboro High School story, including:
• DakMarketing’s role in securing funding.
• The success of DakClassroom in empowering students.
• The impact of sponsorship revenue on athletics, arts, and extracurriculars.
The Results
The content package delivered by Max Miller Media enabled Daktronics to effectively demonstrate the tangible and lasting benefits of their products and services.
• Sales Enablement: The 8-minute testimonial video became a valuable asset for Daktronics’ sales team, helping them secure interest from other schools and districts.
• Community Engagement: The shorter social media videos generated significant online engagement, showcasing Daktronics’ commitment to education and community impact.
• Trade Show Success: The looping trade show video effectively drew attention at booths, sparking conversations with attendees about the benefits of Daktronics’ solutions.
Conclusion
The Asheboro High School project showcases how thoughtful storytelling and high-quality video production can amplify a brand’s impact. By blending the voices of key decision-makers, students, and community members, Max Miller Media delivered a media package that reinforced Daktronics’ leadership in educational innovation and digital display solutions.
Looking to showcase your organization’s success stories? Contact Max Miller Media today to create content that drives results and makes an impact.
Asheboro High School Daktronics Testimonial - Long Version
Asheboro High School Daktronics product showcase - trade show video
social media reel - dakclassroom
social media reel - install showcase
social media reel - community sponsorship
social media reel - dakmarketing
social media reel - framewrx