This is a project I worked on in conjunction with Dad’s Garage to bring a little fun and light to the competitive nature of economic development. The whole nation is competing for 50,000 jobs and the economic injection that come with Amazon’s second headquarters.
On the surface it would seem to be a relatively fun project to work on, and it was, but it was also fraught with ways to go terribly wrong. Any time you are taking jabs at your own city and state with good old sarcasm, it has the potential to go either way.
Certainly tested it on a variety of demographics and ethnicities before releasing. Fortunately, it was well-received.
The key was the redemption at the end that came from the dream sequence, and a little inspiration from Quentin Tarantino.
The launch was set to coincide with Christmas Eve, the same timeframe the original Scrooge goes through his transformation, and was coupled with a targeted Facebook spend both in the Seattle, Washington area as well as Metro Atlanta.
I am pleased to share that I won three Gold Excellence in Economic Development Awards for a China Investment and Trade Campaign, a project in the category of Video, New Media and Specialty Website of the International Economic Development Council (IEDC).
The honors were presented at an awards ceremony on Tuesday, Sept. 19, during the IEDC Annual Conference, which was held Sept. 17 – 20, in Toronto, Ontario, Canada.
“On behalf of the IEDC board of directors and Excellence in Economic Development Awards Advisory Committee, congratulations…participation in the awards program sheds light on…stellar projects which other communities can now use as a benchmark.” – Michael Langley, FM, CEO of GREATER MSP, Minneapolis–St. Paul, MN, and 2017 IEDC Board Chair
The 3 IEDC Gold Awards for video, new media and specialty website are a result of a multichannel marketing strategy deployed in-country in China using cutting-edge technology and creative strategies to generate new leads and increase website traffic.
“The awards process is a thorough, non-biased and multi-layered process. These are extraordinary accomplishments for all winners, and an overall great effort by all participants. We look forward to next year’s awards competition,” Langley said.
About the International Economic Development Council
The International Economic Development Council (IEDC) is a non-profit membership organization serving economic developers. With more than 5,000 members, IEDC is the largest organization of its kind. Economic developers promote economic well-being and quality of life for their communities, by creating, retaining and expanding jobs that facilitate growth, enhance wealth and provide a stable tax base. From public to private, rural to urban, and local to international, IEDC’s members are engaged in the full range of economic development experience. Given the breadth of economic development work, our members are employed in a wide variety of settings including local, state, provincial and federal governments, public-private partnerships, chambers of commerce, universities and a variety of other institutions. Among many activities which benefit the economy, IEDC’s members create high-quality jobs and develop vibrant communities. www.iedcONLINE.org.
Georgia’s relationship with China is very important. We operate two offices in China – one is in Shanghai and the other is in Qingdao. Georgia exports to China have grown by 59% since 2007, exceeding $2.5 billion in 2016. The Sentury Tire announcement in Troup County, Georgia in September 2016, which represented 1,000 jobs and $530M in investment, is just one example of the 50+ Chinese companies operating in the state today.
These factors and many others were the catalyst for pursuing a new international investment video for China that would be used in digital marketing both nationally and internationally, in prospect meetings here in Georgia and abroad, as well as on international missions to China with the Governor’s office and various delegations.
It was extremely important that this new China video be credible, informative, different than your typical marketing video, and in their native language.
The video would then be further bolstered by a multi-channel approach using digital marketing.
The goal of this project was to create a Chinese investment video that would represent the business and lifestyle environment of Georgia, as well as showcase the Chinese companies that have already chosen Georgia as a place in which to do business.
The completed video would ultimately give senior-level decision makers from China a good understanding of what it would be like to live and work in the state. Through their experience with the video, they would ideally put Georgia on their short list of places to consider locating or expanding their company.
The video would also need to work well in 15 and 30 second commercials to be shown in China through targeted placements in both paid and earned media channels as well as hosted on Georgia, USA’s branded video, social and web properties both nationally and internationally.
The video would be further bolstered by supporting website and social media strategies and channels both nationally and internationally.
The video has been extremely well-received and has served as one of the primary vehicles for our Chinese web presence on Georgia.org (http://www.georgia.org/international-business-china) as well as our new in-country Chinese website WeSpeakBusiness.cn. In addition, it is prominently featured on our new WeChat site, YOUKU account and Tencent.
Furthermore, we have seen a 200% increase in traffic from China to Georgia.org since the video was launched. And since its launch in late March 2016, WeSpeakBusiness.cn has so far received 20,000 Unique Visitors.
Note: We use IP recognition to serve dedicated Chinese widgets and web pages on Georgia.org to visitors from China. In addition, the Chinese flag with a link to this section of the website is prominently displayed in the header of the Georgia.org. You can see some of that experience here – http://www.georgia.org/international-business-china
Taking the time and money to capture the life of an international person living and working abroad is incredibly effective in developing an emotional connection with the viewer. One only needs to watch the video to see this is indeed the case. But it takes a lot of careful negotiation and time to develop the trust and ultimately convince a very busy and private executive to invest the time it takes to create this kind of video. Before a video camera is ever turned on we have done quite a few things:
– An extensive amount of research on the company’s brand, operations, employees, and competitors.
– Met with company executives and stakeholders.
– Thought very carefully about the target audience and any cultural nuances.
– What kind of supporting locations and footage would bolster the story?
– How much can we realistically cover with the budget available?
– How much crew do we need?
– What filming permits do we need?
– What will be the timing for each shoot and where?
Once the video shoots have taken place there is a considerable amount of time spent selecting the right scenes and quotes, conducting the translations, developing the script and choosing music.
Video marketing is not new. But how these stories were approached and crafted is not only creative but very effective in bridging the gap between two very different cultures.
We have pursued some very innovative measures to publish the videos in China by getting beyond the great firewall of China and hosting our own native website, establishing a WeChat account to bolster the conversation in China, and investing in key influence leaders like Cheung Kong Business Review to further carry our message and results.
Both 15 and 30 second commercials were cut from the full length video to satisfy different audience behaviors and publishing channels.
By using IP recognition on Georgia.org we are able to serve dedicated widgets and landing pages to Chinese visitors that prominently feature our new video as well as our WeChat account.
We have also setup dynamic synching across both our American and China sites to ensure the translations and data are always up-to-date in real time.
Delta Air Lines recently hosted a warm and wonderful event at the Delta Flight Museum in Atlanta, Georgia to celebrate their new direct flight to Seoul, Korea. The president of Delta, Glen Hauenstein, Mayor Kasim Reed, and our chief operating officer, Bert Brantley were in attendance to say a few words in regards to the many country connections Georgia shares with Korea. Authentic Korean food and dancing were enjoyed by guests while the company’s rich aerospace history in Georgia was on full display.
I got a few nice photos and produced a short 1-minute video of the event.
The annual communicator awards have been announced, and I am pleased to be one of them for this video production:
The winners of the 23rd Annual Communicator Awards have officially been announced by the Academy of Interactive and Visual Arts. With over 6,000 entries received from across the US and around the world, the Communicator Awards is the largest and most competitive awards program honoring creative excellence for communications professionals. Please visit www.communicatorawards.com to view the full winners list.
The Communicator Awards are judged and overseen by the Academy of Interactive and Visual Arts (AIVA), a 600+ member organization of leading professionals from various disciplines of the visual arts dedicated to embracing progress and the evolving nature of traditional and interactive media. Current AIVA membership represents a “Who’s Who” of acclaimed media, advertising, and marketing firms including: AirType Studio, Condè Nast, Disney, Keller Crescent, Lockheed Martin, Monster.com, MTV, rabble+rouser, Time Inc., Tribal DDB, Yahoo!, and many others. See aiva.org for more information.
“We are both excited and amazed by the quality of work received for the 23rd Annual Communicator Awards. This year’s class of entries is a true reflection of the progressive and innovative nature of marketing and communications,” noted Linda Day, executive director of the Academy of Interactive and Visual Arts. She added, “On behalf of the entire Academy I want to applaud this year’s Communicator Awards entrants and winners for their dedication to perfecting their craft as they continue to push the envelope of creativity.”
Generally, I am an advocate of letting clients speak on your behalf verses cutting a straight commercial with voice talent and nice music. I call it real marketing. But in listening to my client I heard that what they really needed was a video that would set an energetic tone – more of a wow piece – that could also be highly informative. In addition, it would work well as a 15 or 30 second promotional spot.
Since I had already produced this Telly award-winning video for Trade that did have good testimonials, it was decided to pursue something different. This piece uses heavier animation work and a fast-paced rhythm to hopefully incite the target audience to take action. Because the International Trade team is predominately women, I was keen on using a female narrator of which I auditioned several. I was also very particular about the script and balancing practical information with some sales sizzle.
Here is my latest production. An inside look in to the lives and businesses of three German companies who fabricate elevators you ride, industrial systems you need, and most of the world’s pressure gauges you depend on. It offers a little mountain biking, Mexican food, running, welding, robots and virtual reality.
As is often the case with these video productions, it provides me the opportunity to meet new people and get behind-the-scenes of what makes global companies tick. Before a video camera is ever turned on I have done quite a few things:
An extensive amount of research on the company’s brand, operations, employees, and competitors.
Met with company executives and stakeholders.
Thought very carefully about the target audience and any cultural nuances.
What kind of supporting locations and footage would bolster the story?
How much can I realistically cover with the budget available?
What are possible risks that I may face?
How much crew do I really need?
What permits do I need?
What will effectively tie the piece together?
What will be the timing for each shoot and where?
And the list goes on. But one key factor that I think is often underestimated is getting very busy executives to open up their lives and their companies. To potentially spend a whole day with me while we get this shot, and that shot, and that quote and, can you say it again but like this?
Don’t ever discount what your mom and dad taught you about being a people person. These productions require a lot of moving parts, and the coordination of many different people.
Once the video shoots have taken place there is a considerable amount of time spent:
Selecting the right scenes and quotes.
Making sure the international translations have the right message, tone and inflection.
Developing the script.
Listening to dozens of voice talents if the piece requires professional narration.
Carefully choosing the right mix of music tracks and sound effects.
Ensuring that each scene informs the next scene for a seamless story.
Sure, I’ve had many 5:00am starts, flipped an ATV, crashed a drone, equipment malfunctions, no shows, bad weather and host of other issues, but it is all part of the process in telling a great story and learning a few things along the way.
Life has changed. Vacations no longer consist of sitting idly by the pool, or packing a nice, light bag solely meant for me.
There is no:
Why don’t I spend a bunch of time setting up this super artful photograph?
Gosh, that was such a great ski line, why don’t we hike up the mountain and do it again?
Man, I have been surfing for hours. Let’s go and chill on the beach with a beer.
Hey, let’s grab our kayaks and disappear for a few days down this super dangerous river where there is no cell reception!
You never know how much doing you are going to do when you say, I do, right? Now I have two young boys and life is very different.
When my first son was born a good friend said, “Welcome to manhood.” He couldn’t have been more right. Kids are the real test of will and perseverance. I swear every time I hear the word, “Dad,” another hair pops off my head.
But it is exactly what the freewheeling, fun-soaked, and child-free folks often hear from a subservient procreator like me….
It’s so rewarding.
Life is more challenging, and some days I feel like I’m walking around with my pant pockets turned inside out. But what a thrill to play witness and direction to my two boy’s endless discoveries. Here a just a few precious moments from this new adventure.
The advanced manufacturing capabilities of this company, and the infrastructure and logistics they need to move their product, is incredible in size and scope. It was an ideal backdrop for producing a video like this.
I took more of a documentary approach with subdued music and narration to seem less like a marketing piece. The sponsoring brand only appears at the very end.
If you want to use a drone in a facility this size then make sure you test it beforehand or are clear as to whether it will function properly inside an area with a lot of electromagnetic disturbance.
An international awards competition, the 2016 Hermes Awards recognize outstanding work of creative professionals involved in the concept, writing and design of traditional and emerging media. The competition has grown to one of the largest of its kind in the world. This year they received over 5,500 entries from the United States, Canada and several other countries.
Only 15 percent of entries received a Platinum Award, which is the highest honor offered in the competition.
This video represents a lot of behind-the-scenes work – 9 versions of the script, countless site visits to places like Lockheed Martin, Mitsubishi Hitachi Power Systems, Global Center for Medical Innovation, and the list goes on.
What do leading brands like Home Depot, Delta, UPS, Gulfstream, Lockheed Martin, JCB, Mitsubishi Hitachi Power Systems and The Coca-Cola Company all have in common? See for yourself…
Quite a few changes to Costa Rica since visiting in 2007.
No Americans, French, or Germans to speak of.
All the roads are dirt.
Good luck finding air conditioning or a mobile phone signal.
No one is out surfing.
Realtors and developers have all moved on to Nicaragua.
Actually, only the last bullet is partially true.
Despite the changes I have to say it was nice not being so gripped on treacherous roads, although you still have to get your Costa on. I also have a fond memory of turning in to a decent size city for Costa Rica and being presented with a large bloated dead dog being picked apart by 6 or so vultures – now there is culture kids!
Other creature comforts consisted of not dealing with two young boys with chronic stomach cramps – thank you infrastructure and water treatment! Gas stations and grocery stores are prevalent, and more often than not the ATMs have cash.
So there you have it. It was indeed a great couple of weeks. The wildlife and surfing are still stunning, and the people are still charming. And I always thank my lucky stars for not having to be airlifted to a hospital; or more likely being placed in the back of a pickup truck and bounced down through the jungle as I come in and out of consciousness. Winning!