It started with a single day of sponsored coverage at the Annual Learning Summit. Since then, it's quietly grown into an ongoing partnership — a full storytelling campaign, a second Summit already confirmed, and a future Volunteer Story already in conversation.
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Full-day photo and video coverage of the Annual Learning Summit — keynote, breakout sessions, headshots, networking, and the atmosphere of the room.
Full-day photo coverage from the 2025 Annual Learning Summit
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None of this was planned as a multi-year retainer. It happened because one sponsored event led to a second conversation — and that conversation led to a bigger one.
Full-day professional media coverage at the Ivy Tech Conference Center — headshots, keynote, breakout sessions, networking moments, and atmosphere. BTF Indy came in at a discounted rate in exchange for official in-kind sponsor recognition: logo placement across event promotion and signage, a complimentary exhibitor table, and the full attendee list for lead generation.
What began as sponsor coverage grew into a full strategic partnership: a 2-minute primary brand video plus three social-focused supporting videos, each built around a different voice in the chapter — a new member, a corporate sponsor, and a membership leader. To deliver a campaign this rich, BTF captured 8 in-depth interviews across two shoot days — double the scope originally outlined — giving the edit team the range needed for authentic, multi-perspective storytelling rather than a single narrow narrative.
The flagship video wove together first-person stories from across the chapter — including a 20-year member reflecting on how ATD shaped her career and the chapter's President speaking directly to where the organization is headed. Each of the three supporting videos stands on its own: Jessi Garrison on why she joined, Lisa Reich on why her organization sponsors the chapter, and Willie Travis on why membership matters long-term. Every video features custom branded intro/outro graphics and on-screen titles tying each voice back to their role in the ATD community. Pete opted into the highest package tier rather than negotiating down — a vote of confidence in the value, not the discount.
ATD's signature annual event returns — and BTF Indy returns with it, this time backed by a finished storytelling campaign as proof of the value the partnership delivers year over year.
The Next Chapter engagement surfaced a natural next chapter of its own — Pete has already expressed interest in a future Volunteer Story video, a sign of a growing, ongoing partnership rather than a one-off project.
"I realized this is my tribe, these are my people, and this is where I belong."Michelle Baker — 20-Year Member & Volunteer Leader
The Next Chapter campaign anchored the whole system around three message pillars ATD's own members kept repeating back to us: Learn, Connect, and Grow — the throughline from professional development, to community, to long-term impact and belonging.
Built for recruitment — Jessi Garrison on why she joined, helping a prospective member see themselves walking in the door for the first time.
Built for sponsor confidence — Lisa Reich making the business case for why organizations keep supporting the chapter.
Built for credibility — Willie Travis on why membership matters, from someone who leads that experience for others.
The flagship story video plus three supporting pieces, each built around ATD's Learn / Connect / Grow message pillars.
On what it's actually been like working with BTF Indy.
"What I was hoping to accomplish through this project working with Greg Rice and his team at Beyond Focus Indy is to really bring alive the spirit, the emotion, and the promise of who we are at ATD Central Indiana Chapter — to really engage the people that want to learn more about us and break through the clutter through the power of video storytelling."
"What stood out to me about the process of building the story together is kind of a slow and steady pace… sitting down with Greg and his team to really reflect on the question: 'What is it you want to get accomplished?' I love that 'go slow to go fast' — let's make sure we're clear on what success looks like."
"I've seen Greg and his team's work, and it's high quality, it's professional — not to mention you guys are fun and enjoyable to work with, and that's pretty important and special to me."
"I would only very much highly recommend anyone that wants to bring life to a message, a value proposition, or a story through video to get to know Greg and his team."
Every BTF Indy engagement runs on the same framework, applied to fit the work in front of us.
What started as sponsor coverage for a single event became a durable structure — message pillars, personas, and a production rhythm ATD now returns to year after year.
Persona-based, conversational interviews let the chapter's actual voice carry the message, from first-time attendee to 20-year volunteer.
A flagship video plus three targeted supporting videos gives ATD content built to work across recruitment, renewal, and sponsor conversations well beyond launch.
Message Clarity. Consistency. Credibility. Familiarity. See where your brand stands with a free Brand Trust Score™ assessment.
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