On-Demand Program Videos for ACCES Employment
The Challenge
ACCES Employment's program teams were caught in a cycle of repetitive live information sessions. Delivered monthly, the sessions were time intensive and not always convenient for the community. If a potential client missed a session, they may have then missed a new program start, creating barriers to access and delaying support for job seekers who needed it most.
The communications team recognized this as both an operational burden and a strategic content problem. Existing materials were outdated, inconsistent with the organization's brand, and—critically—seemed written for funders rather than the job seekers they were meant to serve. They needed a content strategy that would improve client access while freeing up program capacity, and they needed it delivered quickly.
The Approach
Working alongside the communications team and head of programs, I led the content strategy and asset production for a series of on-demand program videos. Rather than simply updating materials for brand consistency, I reoriented the content to address the actual questions and concerns of potential program participants.
This meant rethinking:
What barriers job seekers face when considering employment programs
What information they need to make an informed decision about participating
How to build trust and connection through video content that feels welcoming, not institutional
How program messaging could reflect ACCES's brand while remaining accessible
I stayed on top of the project as the communications team navigated competing priorities, adapting quickly as the scope shifted without adding burden to their workload.
The Outcome
The final series delivered strategic value across multiple dimensions:
Improved client experience: Job seekers could now learn about programs on their own timeline, removing barriers to access
Freed up program capacity: Teams were no longer running repetitive live sessions
Audience-centred messaging: The content spoke directly to client needs and aspirations, not funder requirements
Efficient collaboration: High-quality first drafts meant minimal feedback cycles—the team could approve and launch quickly
The communications team had a partner who could run with strategic content work they didn't have capacity for, delivering quality and speed without micromanagement.
“We partnered with Anne to redesign our information session content during a period of intense activity. She restructured the material to address the challenges we identified and delivered work that required minimal review. Anne adapted seamlessly as our priorities shifted, allowing our team to stay focused on other critical initiatives. For communications teams managing a heavy workload, she’s exactly the kind of partner you want—proactive, reliable, and highly effective.”
-Julie Hiroz, Director, Marketing & Public Affairs at ACCES Employment
Why It Worked
This project succeeded because it treated content as strategy, not just production. The information sessions didn't just solve a logistics problem—they repositioned how ACCES communicated program value to the people they serve, making information more accessible and reducing barriers to participation.
