When launching any video project, especially for something like the Grasslands Gathering, it’s critical to pause and ask a few key questions before hitting “record.” Video can be powerful, but building the right strategy from the start determines whether it will hit the mark you want.

As you begin, think about your audience. Are you hoping to speak mainly to Episcopalians or non-Episcopalians? Younger or older generations? People already invested in this ministry or those you’re hoping to bring along? These answers shape everything: language, tone, even the style of the piece.

Next, define the purpose of the video. Is it meant to provide clear facts in a journalistic style or move hearts through aspirational storytelling? It doesn’t have to be either/or (a strong strategy might weave both together), but being intentional about your primary aim is essential. A purely informational piece is often easier to deliver and requires less of your audience; inspiration takes deeper storytelling and emotional connection.

Also, ask yourself: Where do you intend for your video to appear? A short piece designed for social media needs a different structure than one shown during a live gathering. Short, energetic clips can spark curiosity online, while longer-form videos can allow space for human stories to unfold fully. Either way, the hope is to draw your viewers more deeply into your ministry, your network, your congregation.

A strong strategy often uses multiple kinds of content. For example:

• An informational piece for workshops or education.
• An aspirational piece for broader inspiration.
• A social media “wish you were here” teaser to build buzz.

When gathering content, build the story through individuals. Don’t just “film stuff” — choose one or two compelling people whose experiences reflect the larger mission. Audiences connect to human stories far more than organizational overviews. Try to determine three individuals most impacted by the work you’re highlighting; their stories should lead the way.

How you gather these stories matters. Diocesan or congregational communicators and ministry leads are key partners — they can connect you to real voices on the ground and help capture visuals that go beyond talking heads.

Finally, it’s important to remember that, no matter how good, how beautiful, how stirring your piece is, it won’t guarantee action. That’s true for written pieces, conversations, websites, and more. But still, our work as communicators, whatever the medium, can inform and inspire folks to make a move toward our congregations and ministries. Having seen the amazing personalities and life-changing ministries you highlight, they might just be ready to take the next step in faith.