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Video Marketing

One of the aspects of my job that I enjoy the most is seeing what makes companies tick. Getting behind the scenes and meeting the entrepreneurs that drive the Georgia economy. The vast array of industry sectors provide so many different strategies and business processes, and telling a part of their story via video is always an interesting experience.

A few tips when planning for a video shoot:

  • If you can, scout before you bring a video crew along. A host of surprises can jump up unexpectedly, and you want to be prepared with a back up plan. It will also give you ideas, shot angles, interviewees, and potential props to make it even better. For example, I’ve used lift cranes, fork lifts, bicycles, planes, conveyor belts and a host of other items to get a shot.
  • Really investigate the DNA of the brand you are featuring. The more you can carry that spirit forward the better.
  • Set up two different camera angles to make the interviews more interesting and flexible when it comes to post edit time.
  • Too much background noise is distracting, but just enough makes for a more interesting video as it allows the viewer to feel the scene.
  • Avoid amping up the music too much. One should hardly notice it unless it increases at moments to convey something important or create energy – but use sparingly. Certainly avoid free stock music at all costs.
  • Interview questions can often end up very generic, and that won’t help you get the interesting talking points you need. Mix it up and throw in some questions that are personal. Relax your subject and don’t be afraid to have them repeat their point several times to get it right. They will appreciate it later. Certainly have them repeat the last part of your question before they go into the answer.
  • Keep it short. Like under 3:00 minutes.
  • If you plan on buying media to promote your video then think about and budget accordingly for both a 30 second spot and a longer version.
  • Transcribe the video. If you don’t like the way the script is shaping up then you can always go back to find the right talking points you want.
  • Consider animation and careful use of text and infographics to bolster a particular point.

Here are some recent videos I have produced:

King’s Hawaiian (3:00)

Mercedes (00:30)

Small Business (2:46)

Film Industry (4:55)

If you would like to see more videos from me visit http://blog.robertpayne.net/category/professional/

Florida

Small Business Video Awards

Small Business Animation Video from Robert Payne on Vimeo.

My approach to videos has generally been – don’t listen to us, listen to them. And I still believe in that strategy. There is much power in hearing (and seeing) a credible and experienced individual explain how they were positively impacted by a solution of some kind. This type of visual storytelling can of course be supported by animation and infographics if needed.

However, in the case of this small business video I felt that a different approach was needed. Why? Because there are more than 700,000 incorporated businesses in Georgia and 99% of those are considered to be “small businesses.” It could be an aerospace company that makes drones for NASA or a microbrewery. The sheer breadth of industry sectors is staggering.

A pure animation approach with a narrator works in this case because it allows the viewer to get drawn in by the story and whimsy while still conveying some very specific information. What types of businesses they actually run becomes less important.

Others must agree because it recently received a few accolades.

  • 2014 MarCom Awards: Gold Award in the Government Subcategory of Film & Video
  • 2015 AVA Awards – Video for the Web/Government (Gold)
  • 2014 Summit Emerging Media Awards: Leader Award (Bronze)
King's Hawaiian

Site Visits and Video Interviews

King's Hawaiian
Photo credit: Samantha Young

It has been quite a week with a tour of Lockheed Martin’s facility, an interview with the CEO of Mercedes, and a video shoot at King’s Hawaiian.

Above is a video interview with John Linehan, EVP of King’s Hawaiian – great guy and very knowledgable about food processing and business strategy. Note the two camera angles. Generally I like to have someone else ask my questions, so that I can listen carefully and correct or redo as needed. Should wrap up the finished product in a couple of weeks.

A great blue heron takes flight near the Edisto River.

A Charleston Christmas

Health Information Technology

IEDC Award for New Media

2014 IEDC Awards Ribbon goldGrowing the life science industry in Georgia has been one of the economic development endeavors I have been working on in recent time. After extensive research and planning, a multi-channel marketing campaign was launched that targets very specific sectors within the life science industry:

  • Cold Chain
  • Fill Finish
  • Hematology and Immunology
  • HIT
  • Medical Devices

The usual suspects of digital marketing, print advertising, events and tradeshows and public relations were employed to generate new leads.

I also utilized social media in the form of a Health IQ quiz that was designed to be fun, informative and interactive. It generated some great results and figured it was worth submitting for the International Economic Development Awards. I am pleased to say that the campaign was awarded Gold in the category of New Media in a population greater than 500,000.

You can learn more about the life science campaign by visiting Georgia.org/LifeSciences.

Thanksgiving in Charleston

Fall light in the woods

Camouflaged patience

Leaves crackle in anticipation

Rain on the coast

Wetsuit feels like armor

Grey waves carry ageless friends to shore

Wood smoke on my sweater

Oyster shells lay empty on the table

Blue crabs whistle in the boil

Food and family laugh in story

Thankful to be together

Charleston stretches out the front door

Model

Photography

Despite being a father and a working professional, I still enjoy playing around with photography when I can.

I took a recent course at Piedmont Park focused on lighting. Plenty of factors to consider, much of it requiring more gear than I care to sport around. But if you want to expand your knowledge and live in and around Atlanta, check out Mike Moreland. He brings the models and the gear, and you’ll certainly learn a few tricks. The true art though – in my humble opinion – is directing the model in the context of the scene.

Yes, I got these:

But I actually like this one – no light and off the cuff.

Rock

I can’t pretend to know for sure, but for me it encapsulates what I think many black men, especially in Ferguson, feel about the world around them. Want to get a greater appreciation? Hit the new Center for Civil and Human Rights in downtown Atlanta. We’ve come a long way, but there is still work to be done.

Animated Video

Small Business Animation Video from Robert Payne on Vimeo.

Another video under my belt. This time it is an animated video featuring two small business owners who need a little help.

Web Dev

Recently launched two new web projects in recent weeks.

Newsroom   Georgia Department of Economic Development
Newsroom
When I came into economic development for the state of Georgia, one of the first projects I worked on was in conjunction with Harris Interactive. We surveyed a number of companies and site consultants to determine what the primary factors were for relocating or expanding a company. A number of outputs helped inform some crucial changes to our web initiatives, but it also allowed me to take a step back and look at how we publish news. It became clear that it was disparate.

Commerce was in one web property while Tourism or Film were siloed in their own web properties. It did not provide a holistic view of all that was happening in the state whether from a manufacturing or say a lifestyle perspective. In addition, I have also always been a fan of the saying, no single mode of communication is 100% effective.

Therefore, I sought about creating a new newsroom that integrated all departments and content types under one roof. I hope to build in further business logic, but for now the tag based architecture of the site along with utilization of xml bring a better experience to all that is happening.

国际化业务   中国   Georgia Department of Economic Development
International Lead Generation
It is one thing to translate web copy into different international languages, but it is another to recognize the IP address a of website visitor and then customize the on-site experience. That is exactly was Get Smart Content allows for when an international visitor, for example, comes to our site. You may ask, well, what if a Japanese person enters the website while they are in the United States? Good question. That is what the language flags are for on the homepage.

I hope to keep building out this solution, but for now I have 11 international pages that use Get Smart and integrate with Salesforce.com.

Cool stuff coming that uses ESRI and ArcGIS. Just have to keep drinking my Google juice.

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