Speaking Albertan: How to Connect with Your Local Audience Through Video

Documentary-style brand films that understand the land, the values, and the stories that matter here.

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Southern Alberta doesn’t respond to corporate speak.

We respond to stories about people who understand the land. Who respect the work. Who know that success isn’t just about profit—it’s about building something that lasts.

Here’s how to connect with audiences in Lethbridge, Lethbridge County, and across Southern Alberta through video that actually resonates.

The Alberta Way: What Our Audiences Actually Care About

We Respect the Land

In Southern Alberta, the land isn’t just property. It’s heritage.

With nearly 1 million irrigated acres and agriculture contributing nearly 20% to our regional GDP, land stewardship runs deep. But it’s not just farmers—it’s everyone from energy workers maintaining solar farms to manufacturers building with sustainably sourced materials.

What this means for your video:

• Show people working with the land, not just on it
• Highlight seasonal cycles and natural rhythms
• Connect your business to the landscape that sustains us
• Respect the science behind sustainable practices

Example: Instead of “We use advanced irrigation technology,” try “Meet Sarah, whose family has farmed these same coulees for four generations. Here’s how modern irrigation keeps her grandfather’s legacy alive.”

We Value Real Work and Real Workers

Skilled tradespeople, farmers, manufacturers, healthcare workers—this is who built Southern Alberta.

Our manufacturing sector exports $2.229 billion annually. Our renewable energy projects like Travers Solar (465 MW) and Rattlesnake Ridge (117 MW) are world-class. But behind every project are people who understand that good work requires skill, dedication, and pride.

What this means for your video:

• Feature actual employees, not actors
• Show the expertise behind your operation
• Highlight mentorship and knowledge transfer
• Recognize the skill in everyday work

Example: Instead of “Our team has expertise,” try “Mike’s been welding aerospace components for 23 years. He taught our new apprentice the difference between good enough and right the first time.”

We’re Pragmatic, Not Pretentious

Albertans have zero patience for fluff.

We judge businesses on what they deliver, not how fancy their marketing sounds. Our population grew 4.1% to 111,400 because people choose to live here—they want substance over style.

What this means for your video:

• Cut the corporate jargon
• Show actual results and outcomes
• Use straightforward language
• Focus on practical benefits

Example: Instead of “We leverage cutting-edge solutions to optimize performance,” try “Our solar farm generates enough power for 65,000 homes. Here’s how we do it.”

We Respect Indigenous Reconciliation

Southern Alberta’s future includes acknowledging and learning from Indigenous heritage.

The Blood Tribe Nation, Piikani Nation, and Siksika Nation all have deep connections to this land. Our region’s growth happens with and alongside Indigenous communities.

What this means for your video:

• Acknowledge Indigenous territories respectfully
• Include Indigenous voices where appropriate
• Show partnerships and collaboration
• Learn about local Indigenous history

Example: “Produced on the traditional lands of the Blackfoot Confederacy. We acknowledge and respect the Indigenous peoples whose territories this land represents.”

Industry-Specific Storytelling for Southern Alberta

Agriculture & Agri-Food (20% of Regional GDP)

Agriculture isn’t just an industry here—it’s identity.

With major processors like Cavendish Farms, Maple Leaf Foods, Richardson International, and McCain Foods calling Southern Alberta home, our agricultural story is one of global reach with local roots.

What resonates:

• Multi-generational farming families
• Innovation in sustainable practices
• Connection between local producers and global markets
• The science behind food production
• Seasonal cycles and natural rhythms

Successful storytelling approach:

• Follow a crop from planting to harvest to processing
• Feature conversations between generations of farmers
• Show the precision of modern agriculture
• Highlight exports that feed the world

Renewable Energy & Resources

Southern Alberta leads in wind and solar investment.

Projects like Travers Solar, Rattlesnake Ridge Wind, and Claresholm Solar demonstrate our region’s commitment to energy transition. We also understand that energy isn’t just about generation—it’s about serving communities.

What resonates:

• Large-scale projects that serve real communities
• Technology that works in our climate
• Jobs that support families and communities
• Environmental stewardship through energy
• Innovation in energy storage and distribution

Successful storytelling approach:

• Show the scale and impact of renewable projects
• Feature engineers and technicians solving real problems
• Connect energy generation to community benefits
• Highlight the expertise behind renewable technology

Manufacturing & Exports ($2.229B USD annually)

We build things that the world needs.

From aerospace components to modular housing, Southern Alberta manufacturers serve global markets while providing local employment. Our proximity to the 24-hour Canada-U.S. border gives us logistics advantages.

What resonates:

• Products that travel the world
• Skilled workers taking pride in quality
• Innovation in manufacturing processes
• Local companies competing globally
• Career pathways for young people

Successful storytelling approach:

• Follow a product from design to export
• Feature skilled workers and their expertise
• Show the precision and quality of local manufacturing
• Highlight how local companies compete internationally

Healthcare & Community Services

Southern Albertans care deeply about our communities.

With population growth of 4.1%, we need healthcare and services that grow with us. But it’s not just about capacity—it’s about people taking care of people.

What resonates:

• Healthcare professionals who chose this community
• Services that support families and seniors
• Innovation in healthcare delivery
• Community health initiatives
• Personal stories of care and healing

Successful storytelling approach:

• Feature healthcare workers’ commitment to community
• Show the human side of medical innovation
• Highlight community health programs
• Connect healthcare to quality of life

What Makes Video “Albertan”

1. Show, Don’t Tell the Connection to Place

We want to see the coulees, the fields, the facilities.

Southern Alberta’s landscape is part of our identity. When filming, use our geography to support your story.

Do this:

• Film during golden hour to capture the light of the prairies
• Include recognizable local landmarks when appropriate
• Show the scale of operations in context of our landscape
• Use natural lighting when possible to respect the environment

Example: A manufacturing video that starts with sunrise over the Porcupine Hills, then moves inside to show the precision work happening within those view.

2. Include Real Dialogue and Natural Speech Patterns

We speak directly and with purpose.

Albertans aren’t into fancy talk. We use fewer words to say more, and we appreciate when others do the same.

Do this:

• Use actual quotes from employees and customers
• Avoid corporate speak and buzzwords
• Let people speak in their natural voice
• Include moments of genuine conversation

Example: Instead of scripted interviews, use conversations captured during actual work activities, with the natural pauses and authentic thinking processes.

3. Respect Our Work Ethic

We judge by results, not by presentation.

Albertans appreciate seeing the actual work behind results. We want to understand the skill, the effort, and the expertise required.

Do this:

• Show the actual process, not just the outcome
• Feature the learning and skill development
• Include the challenges and how they’re overcome
• Highlight mentorship and knowledge transfer

4. Connect Local to Global

We’re proud of our global reach.

Southern Alberta companies serve world markets. We want to see how our local work connects to international impact.

Do this:

• Show the final destination of your products
• Explain how your local expertise serves global needs
• Highlight partnerships with international organizations
• Connect local innovation to worldwide applications

Regional Values That Drive Engagement

Stewardship and Sustainability

Albertans are practical environmentalists.

We believe in taking care of the land for future generations while building strong communities today. We support businesses that balance growth with responsibility.

How to reflect this:

• Show environmental responsibility in action
• Feature long-term thinking and planning
• Highlight sustainable business practices
• Connect environmental stewardship to community benefit

Entrepreneurship and Innovation

Albertans understand that taking risks leads to rewards.

Our region attracts entrepreneurs and innovators who aren’t afraid to try new approaches. We support businesses that find creative solutions to real problems.

How to reflect this:

• Show innovation solving practical problems
• Feature entrepreneurial thinking and risk-taking
• Highlight creative solutions and new approaches
• Connect innovation to community benefit

Community and Connection

We believe in supporting each other.

Despite being a growing city (111,400 people and growing), Lethbridge maintains strong community connections. We value businesses that invest in their communities.

How to reflect this:

• Show your business’s community involvement
• Feature relationships with local partners
• Highlight how your success benefits the community
• Connect to volunteer organizations and local causes

Practical Implementation: Making Video That Resonates

1. Start with Local Context

Before you film, understand the local story.

• Research the history and heritage of your industry in Southern Alberta
• Understand the key challenges and opportunities in your sector
• Connect your business to regional growth and development
• Learn about local partnerships and collaborations

2. Feature Local People and Places

Authenticity comes from real people in real places.

• Cast actual employees, not actors
• Film in locations that show your connection to the community
• Include recognizable local features when appropriate
• Show the natural environment that surrounds your operations

3. Use Natural Dialogue

Let people speak in their own voice.

• Encourage natural conversation over scripted responses
• Include thinking pauses and authentic moments
• Use everyday language that reflects how people actually talk
• Avoid corporate jargon and buzzwords

4. Connect Local to Larger Purpose

Show how local work connects to bigger impact.

• Explain how your local business serves global markets
• Connect your work to regional development and growth
• Show how your business supports community prosperity
• Highlight your role in Southern Alberta’s economic success

Measuring What Resonates with Albertan Audiences

Local Engagement Metrics

Success in Southern Alberta looks different than other markets.

• Social shares within local community: Albertans share content that represents our community well
• Local media pickup: Local news outlets picking up your story
• Community event invitations: Being invited to speak or present at local events
• Partnership inquiries: Other local businesses wanting to collaborate

Content Performance Indicators

Look for engagement that reflects regional values.

• Time spent watching: Albertans will watch longer if content respects their intelligence
• Comments quality: Meaningful comments about local connection and industry insight
• Share patterns: Sharing to local community groups and professional networks
• Retention rates: Completion rates that reflect genuine interest, not obligation

The Documentary Advantage in Southern Alberta

Southern Alberta responds to authentic storytelling.

Our communities are built on real relationships, genuine connections to place, and respect for honest work. Documentary-style filmmaking captures these values in a way that traditional corporate video cannot.

Why Documentary Style Works Here:

It respects our intelligence: Real stories over polished presentations It shows rather than tells: Demonstrating expertise over claiming it It connects people to place: Authentic connection to Southern Alberta geography and values It honors the work: Showing the skill and dedication behind real achievement

Ready to Tell Your Southern Alberta Story?

Southern Alberta has stories worth telling.

Your business is part of this region’s growth, innovation, and community building. But those stories only resonate when they’re told in a way that respects our values, our intelligence, and our connection to this place.

Documentary-style filmmaking doesn’t just tell your story—it shows how you fit into the larger narrative of Southern Alberta’s continued success.

Ready to create video content that speaks Albertan?

Book a discovery call to discuss your local story →

During this conversation, we’ll:

• Discuss your connection to the Southern Alberta community
• Explore stories that reflect regional values and priorities
• Share examples of films that resonated with Alberta audiences
• Plan a documentary approach that showcases your authentic connection to place

No corporate speak. Just honest conversation about stories worth telling.

The Bottom Line

Southern Alberta audiences aren’t looking for perfect marketing. They’re looking for authentic stories about people doing meaningful work.

When you create video content that respects our values, acknowledges our connection to place, and celebrates the real expertise of the people who work here, you don’t just market your business—you become part of the community.

That’s how you speak Albertan. That’s how you connect with audiences who choose substance over style. That’s how you create video content that resonates in Southern Alberta.

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Ready to tell your Southern Alberta story?

Start the Conversation →

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Coalbanks Creative: Documentary-style films that understand Southern Alberta. Based in Lethbridge, serving communities across the region. 65+ films delivered since 2019. 73% average completion rate.

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