There are loads of different types of existing "marketing collateral" available for your business to use. The tourism industry often has clips such as this one from Visit Snowdonia that features a destination. This clip develops Dolgellau as a mini brand. As a place to visit for the activities, the views and a place to spend time. So how do you use that clip to focus on people spending money in your business? So, the "What" element of what is communicated is how your business