The power of digital media is that it opens up a direct pipeline between you, the brand and… well pretty much the entire world. If you’ve built your destination correctly as described in the previous three chapters and have begun thinking about edutainment as the driving model for your content, now it’s time to think about what does that content actually look like? How does edutainment apply to my brand?
Can you tell me how to get, how to get to… I don’t even have to finish that sentence. Most of you already know how that sentence goes. I’m betting at this moment you’re thinking back to some of your favorite Sesame Street moments.
Now that you’ve got their attention and they’ve stopped the car, the last thing you want to do is set up a tourist trap. Lots of color and flash, but no substance. Cheap, chintzy trinkets are fun for a few minutes and maybe some selfies to post to your friends, but not someplace you want to visit again. That’s going for the quick buck, not long-term audience engagement. You’ll need to continually lure a new audience to make the tourist trap work. To do that you need a connection.
“Selling” today and for the foreseeable future is about building a story. Actually many stories. Stories that entertain, stories that inform, stories that educate, stories that connect with the audience you are trying to reach.
I began experimenting pretty much immediately after IGTV was launched and it's turning out to be quite a lot of fun, and challenging. As I mentioned in my first post, one of the biggest challenges is the lack of horizontal space for graphics and to showcase elements in the scene.
Yesterday Instagram launched their new IGTV service that will offer up to 1 hour videos available from any creator. The uniqueness of this launch is that it is targeted exclusively at mobile devices with a vertical only format for all videos. This presents both challenges and unique opportunities for the right brand applications.
Building on the first episode, "We Are: Brewton, Alabama," we've now launched the second episode coming from Palatka, Florida. This 'move the needle' campaign is traveling the country to showcase the employees who make up the GP Brand, one small town at a time. You'll notice we've done a little tweaking on the title graphics. We're liking this new, large direction. The main show was edited by Kim O'Neill then I tweaked it a bit and the show was finished by Editor Scott Franklin.
In this episode, we travel south to Palatka, Florida. Palatka was the largest town in Florida through the early 1900’s though it’s hard to believe it today as you drive through this beautiful small town. Home of the St. Johns River and it’s world-class fishing, Palatka is also the home of the Dallas Family. Beginning with Mom back in the 1960’s, the entire family has over 150 combined years working at the Georgia-Pacific mill. You’ll meet “The Inventor,” Wade Dallas who has three patents and is always tinkering with new ideas, along with his older sister Karen who is celebrating 42 years at the mill. Come along as we meet this amazing family, try out Florida’s oldest diner, relive high school football memories and enjoy the Florida Azalea Festival. We might also discover what’s in Wade’s “Super Chest.”
About the series: Georgia-Pacific is more than just a brand. We’re proud to be over 30,000 great people, making great products in communities all across this great land. Join us on “We Are” as we travel the highways and byways to introduce you some of these amazing people and their hometowns.
Building on the launch of Workfront at Georgia-Pacific in January, I was fortunate to attend the annual Workfront LEAP Conference in Nashville this past week at the world famous Opryland Hotel. I simply knew Workfront as a job tracking system as it relates to creative production. A central job tracking system to hold all communications, notes, documents and centralized proofing of all work. So I was not prepared for just how extensive Workfront truly is.
Well we finished one of the most difficult projects I have ever produced and we did it from concept to completion in just two weeks.
The task was to present a message that ‘it’s ok to have difficult discussions’ on race and social inequality framed around the 50th Anniversary of the assassination of Dr. Martin Luther King Jr. This was an almost terrifying assignment because not only did we have to honor the legacy and man who was Dr. King, I was going to be wading into difficult territory having people speak openly, on-camera, about race and social inequality in America. This coming only a month after a Super Bowl commercial turned into a PR fiasco when Dr. King's words and image were used to sell a product.
We're getting on a roll with these the "We Are" campaign having just come back from 3 days of filming in and around Muskogee, Oklahoma. "We Are:" is a 'moving the needle' campaign I designed for Georgia-Pacific. GP has amazing individuals all across this great land and "We Are:" aims to introduce them and the places they live, one small town at a time. Muskogee is the largest town we've visited so far with a population over 39,000 people.
We just completed 3 days of filming in and around Palatka, Florida for the second episode of the Georgia-Pacific 'move the needle' campaign, "We Are:" Palatka is in the heart of Florida right along the St. Johns River. Quick fact, Palatka was the largest town in Florida right through the early 1900's because the river made it the center of commerce in the state.
It took the better part of a year, but I'm proud to say we've completed a major eLearning project with my colleagues at Interactive Advantage Corporation.
Developed for LazerSpot Yard Management, this multiple part project covers Spot Driver Introductory and Safety Training. Spot Drivers do the 'heavy lifting' at major warehouse sites to ensure truck trailers are moved around the site correctly and safely. Long haul drivers drop off the trailers at the entrance to the site and pick up already loaded trailers at the exit of the site. Spot drivers move the trailers to and from loading docks to the tune of over 100 trailers per day. That's over 100 opportunities a day to make a mistake, damage cargo or worse, hurt someone.
Days like today, I love my career. Scratch that, I LOVE my career. 1:30 this afternoon I was requested to pull together a national, public facing project that will debut in about 6 weeks. Requires filming both in Atlanta and in Tennessee.
Today we had an opportunity to take one of the new Arri SkyPanels out of the studio and test it out in the Taste! Café in Georgia-Pacific Center. It was a pretty simple marketing video for a new product and we thought this would be the perfect opportunity to test one out in the field. First off, how to turn it on....
What exactly does a video producer do? Understanding the role of the modern video producer will help you recognize if you have the skills and the mindset to take on the job.
My sister Lori has a real knack for getting me gifts that appeal to my inner childhood that's really never gone away. This year it was a simple little gift that is going to build into something much larger. In the photo above you can see Schwartz, Ralphie and Flick in the foreground about to take on the Triple Dog Dare.
Happy New Year everybody! This year we celebrated with a little Cards Against Humanity and some wickedly good Mac and Cheese!! Not just one, but three different kinds! My favorite is the German version featuring horseradish cheese and pretzels.
Those of you who have followed me through the years know that I honor my grandparents each year by carrying on the tradition of the Feast of the Seven Fishes. A southern Italian tradition that involves at least 7 kinds of fish and in our family tradition, each person must try 13 items, 12 for the Apostles and one for Jesus. I have a bunch of recipes and more of the story on my food and travel blog. 2017 presented a new challenge for me as we have been living in an apartment for the first time in our married lives. No more dual kitchens like my house of 18 years, no more oversized family room and an even smaller kitchen!
Last week I traveled to Brunswick, GA to oversee aerial filming for a new Georgia-Pacific image campaign focused on sustainability. There are many steps and actions GP does every day to ensure the land and water in their communities is protected and will be here for future generations. Trying to explain those ways can be complicated and long-winded. So I developed a campaign that involves just one, maybe two shots in a series of 10 - 15 seconds spots. Each spot is a single message, simplifying the storytelling to help encourage audience retention and social sharing.