---
title: 'Three Gaits: Media Library & B-Roll Strategy'
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-25-meeting-schedule-page-132851013.md
tags:
- three-gaits
- video
- media
- b-roll
- content-strategy
- nonprofit
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Three Gaits: Media Library & B-Roll Strategy

## Overview

During the Three Gaits website refresh planning session, Mark and Jolie identified a clear gap: the organization has existing video assets but lacks the flexible, modular media library needed to populate a modern, emotionally driven website. The strategy breaks into two phases — immediate and future — and prioritizes cost-effective B-roll acquisition as the foundation for long-term content versatility.

## The Core Problem

Three Gaits' existing videos ("Riding in the Moment" and the Capital Campaign video) were produced with a specific narrative purpose. They are structured, cinematic pieces — not designed to be sliced into short, standalone clips. As a result, the team cannot easily extract the variety of short-form media needed for hero sections, inline video embeds, social content, or rotating imagery.

> "You've got a video that has a very specific purpose and it's laid out that way. But there's not enough there to create all this other stuff that we want to do." — Mark Hope

## Two-Phase Strategy

### Phase 1 — Immediate: Slice Existing Assets

Before commissioning new footage, extract usable clips from what already exists.

**Source videos:**
- *Riding in the Moment*
- Capital Campaign video

**Approach:**
- Send both files to Wukash (video editor) for slicing
- Request 20–30 second coherent clips — logical segments with clear visual and emotional integrity
- Provide examples of desired clip types (e.g., a child on a horse, a smiling participant, a horse in the arena)

**Use cases for clips:**
- Inline video embed on the homepage (positioned below the hero, near the donation CTA — not autoplaying at the top, which slows load time)
- Supporting media for program and volunteer pages
- Social media and email content

### Phase 2 — Future: Commission Dedicated B-Roll

Once weather permits (green grass, outdoor conditions), bring a videographer back to the farm specifically for B-roll capture.

**What to capture:**
- Riders on horses
- Children mounting and dismounting
- Horses leaving stalls
- Horses grazing in the pasture
- Volunteers working alongside riders
- Drone footage of the property

**Target volume:** ~2 hours of raw footage

**Why B-roll works:**
- Significantly cheaper than produced, interview-driven video
- No scripting, direction, or orchestration required
- Highly versatile — the same footage can be repurposed across the website, social, email, and future campaigns
- Drone + handheld combination maximizes variety

> "What you need is like two hours of B-roll. And he can do some with a drone, he can do some with his camera. And then you take that and you can just slice and dice." — Mark Hope

## Cost Rationale

B-roll production is the most cost-effective video investment available to a nonprofit. The expensive elements of video production are interviews, scripted segments, and cinematic direction. Raw environmental footage requires minimal setup and can be captured in a single day, yielding months of usable content.

## Media Placement Guidance (Homepage)

Based on the session discussion, the preferred homepage video placement is:

- **Hero section:** Static image (not video) — avoids page load slowdown
- **Mid-page:** Short video clip embedded near the "Give Today" CTA or family stories section
- **Format:** Rectangular embed, not full-width autoplay

This approach balances emotional impact with performance — a lesson drawn from observing that Hearts & Horses' video hero, while visually compelling, noticeably slows their site.

## Action Items

- [ ] **Jolie** — Locate and send "Riding in the Moment" and Capital Campaign video files to Mark
- [ ] **Mark** — Forward both video files to Wukash with a brief requesting 20–30 second coherent clips
- [ ] **Mark / Jolie** — Plan B-roll shoot for spring when outdoor conditions are favorable

## Related

- [[clients/three-gaits/_index]]
- [[clients/three-gaits/2026-04-05-website-refresh-strategy-homepage-mockup]]
- [[knowledge/content-strategy/messaging-brief-framework]]