Connect with the Audience: Training DVD
The Picture People, a Hallmark company, has more than 325 company-owned portrait studios operating in 35 states with over 5,000 employees.
The Picture People partnered with ElectrifyMedia to produce a product launch DVD designed to motivate, communicate key benefits and introduce new digital imaging workflows to support the launch of the company’s new ‘SmileStore’ e-Commerce website. The new e-Commerce website was the biggest company initiative in recent years.
One challenge for the home office was to hype and motivate field associates. Initial store trials and deeper investigation unveiled field sensitivity to the new web store sales channel. ElectrifyMedia identified the need to craft the 3 chapter story, tying key messages and benefits to the point-of-view of “What’s in it for me?” for the associate managers.
Working closely with the Picture People, ElectrifyMedia designed a full-circle, three chapter story: Message from the CEO; Workflow training; and
“A Day in the Life” of a customer point-of-view vision piece.
Other challenges included dealing with the complexity of the new digital process. New software and product labeling were still in flux, but production needed to start in order to make the important launch date. Timing was critical to maximize the upcoming Holiday sales quarter.
ElectrifyMedia’s project management expertise and breadth of advanced video and animation capabilities opened a range of new possibilities and provided the flexibility to meet all of these challenges – on time, on budget and on message.
“We’ve worked with several video production companies in the past, but we selected ElectrifyMedia because of their unique blend of marketing know-how and advanced video and animation capabilities. This empowered us to communicate our vision, new processes and key messages quickly, cost-effectively and with greater impact and clarity. The training DVD was a complete hit – it tied it all together!”
Rita Montoney
Director Org. Dev./Training
Picture People
