This is my latest video project, which took me to West Point, Georgia to detail the entire process of producing a Kia vehicle. The biggest aspect of the story is the customized workforce training that has been put in place to prepare Georgians for future job opportunities. In addition, it helps Kia to stay competitive and efficient.
I also had the chance to meet and interview the mayor of West Point. Kia’s presence has truly transformed his community in many positive ways. Historically, the town had fed its economy with the textile industry, but it had slowly deteriorated to the point of becoming obsolete.
When Kia expressed interest in their location, the mayor’s father went door to door to convince 20+ different property owners to come together to provide one contiguous mega site that would accommodate Kia’s plans. Now that’s small town tea on the porch collaboration.
Thanks to Dave Bolton and Billy Earle at Quick Start for supplying the b-roll of the manufacturing facility. Saved us a lot of time and money.
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)
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/
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)
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.
Growing 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:
Hematology and Immunology
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.
Recently launched two new web projects in recent weeks.
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.
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.
In the past 2 years I have produced dozens of videos dealing with aerospace, agribusiness, manufacturing, life sciences and international trade. Some have even won video awards. But it has been a real pleasure working on this one for Georgia’s film industry. Tax incentives can be a hot topic, but in my opinion this one so clearly demonstrates the positive impact they can provide.
The crew at Devious Maids were very accommodating and helped to capture much of the b-roll. The part with Brigid Capelletti was not planned, but while she was handling lighting we struck up a conversation. Beneath the Carhartts and big knife on her side she proved to be an articulate and intelligent woman. I asked her if she would mind speaking on camera. She agreed but needed to check with her boss. Her boss admitted her to the makeup truck and she came back looking like a completely different person.
The Lifecycle Center is an amazing example of recycling. Now I know where to go to get Italian slate, wooden blinds, door knobs, mantels and much more for cheap prices.
John Raulet probably knows the location of more abandoned warehouses in Southwest Atlanta than anyone else. What he has done with one is what entrepreneurship is all about.
I’ve always thought of Atlantic Station as a shopping center. Now I know there are dozens of talented illustrators and animators creating fictitious characters just above the street.
After the interview at Cofer Brothers I’ll never look at a small Georgia town in the same light again – there is always so much more than meets the eye.
Recently attended the grand opening of the new Mando facility in Hogansville, Georgia. The run of show started with paying respect to several Korean War veterans, and led all the way up to the raising of flags and cutting the ribbon. I was fortunate to get a tour of the foundry and casting facility. There is something about the melting of metal that gets at the root of human ingenuity and progress. I am continuously fascinated by the sheer amount of products that are manufactured in the southeast, and the innovation and technology that helps get it done.
This is a way of combining responsive design with an interactive quiz and a robust SEM and social media strategy to drive qualified traffic to your tradeshow booth.
It took a lot of effort coming up with the strategy – finding the budget – soliciting partners and sponsors – establishing terms and conditions – and marketing it via paid and organic social media as well as SEM. Results were strong and ultimately two winners were selected.
Each year Georgia attends the world’s largest health IT gathering: the Health Information Management Systems Society (HIMSS) conference. The Hospital Management Systems Society (that later became HIMSS) was in fact founded in Georgia. Today, HIMSS is an organization made up of healthcare providers and technology suppliers (vendors) with chapters across the nation.
This year we wanted to create a fun and interactive means of educating tradeshow attendees about the life science assets that Georgia has to offer. The idea for a Health IQ quiz was born. Participants were able to take the quiz on any desktop or mobile device of their preference, as well as share scores on their favorite social media channels. Winners had the potential to win a getaway to Savannah, Georgia or a year’s supply of Coca-Cola products.
All submissions and anyone using the custom hashtag #GAValueChain were displayed on a large flat screen as a live social media stream.
While the tradeshow and contest are over, you may still enjoy testing your health IQ knowledge. Have you been eating your Georgia Peaches? Give it a try here – Georgia.org/HealthIQ