from all walks of life were filmed in different settings all around
the state to ensure a more diverse representation of the state’s
people and industries.
Not only did this project focus on the diverse things about
West Virginia, but it offered diverse opportunities for class
members who haven’t been involved in a campaign like this
before. The 2018 class consists of 28 women and 27 men from
18 counties and 21 cities with 15 industries represented. Class
member Bill Kuhn was particularly excited about learning
about this unique process.
“I really enjoyed the process of working with a creative team
to establish the vision for how we could, on a budget, capture
this message,” he says. “Reviewing and critiquing the video
content in post-production was a blast. I loved analyzing the
timing for the music, selecting the right music and discussing
filters, and varying the ending allowed me to better understand
my enjoyment of digital media.”
Now that the Choose West Virginia commercial has
been created, along with a website and social media cam-
paign using #ChooseWV, the larger strategic plan can be
carried out by LWV members who have graduated from the
program and returned to their communities. The next steps are
to educate residents, potential residents and the general public
about the positive attributes the state has to offer; create an
ongoing recognizable campaign that can grow every year; and
engage K-12 and college students and their families, encouraging
people to stay in, move to or return to West Virginia.
The continuation of the campaign has been set as a goal
to be supported not just by the 2018 class but by all leaders
in West Virginia. Members of the LWV class of 2018 plan to
continue to develop and evolve the project over time and are
excited by the responses they have already received.
“Each Leadership West Virginia class is responsible for
developing a project that exemplifies the leadership qualities
of the class while improving the quality of a specific situation.
The class of 2018’s efforts on the design and production of the
Choose West Virginia video shows a powerful message that
is shared throughout our communities,” says LWV alumnus
and current LWV board chairperson Rick Miller. “The video’s
focus on the character of our people—proud, capable, standing
our ground and loyal to our roots—and a growing economy
and business environment brings together the real story of
West Virginia, and it’s one we want to share as leaders for
many years to come.”
With 1,400 graduates of the LWV program in 54 out of 55
counties, the 2018 class can effortlessly use the wide alumni
network to find partners in order to create and enhance the ef-
forts to spread its message of hope. Now, as the program looks
forward to welcoming the 2019 class in the spring, a challenge
has already been made to continue on this path.
“I wonder what would happen if all of our leaders challenged
themselves to only speak about the Mountain State positively
and looked at our challenges as opportunities,” says LWV
Executive Director Pam Farris. “Leadership West Virginia helps
create advocates for West Virginia, and the class of 2018 has
proven that by creating the Choose West Virginia campaign.
We can all be inspired by their passion.”
When you put money in
our kettle, expect change.
Ad Courtesy of Rollins, Cleavenger & Rollins, CPA
WWW.WVEXECUTIVE.COM
WINTER 2019
89