Demonstration Video

Topic: New Product Introduction Videos

Responsibilities: Training Needs Assessment, Instructional Design, e-Learning Development, Implementation, Evaluation

Target Audience: Global Customer Care and Sales

Tools Used: Camtasia, DSLR, and Final Cut Pro X

Year: 2019, 2020

This project was initiated because of an identified need to better communicate the product releases better to the sales and customer service teams. For years, product releases were only communicated via pdf and email. There were internal video attempts in the past but the quality of the end product didn’t meet the standards of the marketing department. Keeping this in mind, I proceeded to look into what I could produce with the resources that were already available within the company. The goal of this project was to make the new product releases more meaningful, mobile-friendly, and trackable in the Cornerstone LMS. 

 

 

I started the development process by reaching out to people in the company to see what resources we already had and began scripting out the first video. I used a  Canon 80D, LED box lights, and a white background to shoot the video. Once the script was approved by marketing, I reached out to a co-worker to participate as the on-screen talent. We used cue cards to make the script reading process easier. After the video shoot, I imported the video clips and assets from marketing into Camtasia. Each new product includes a description of the style and three key selling points. I utilized a mixture of video and images to highlight the unique part of each new style. I edited the video with transitions and call-outs to keep the content engaging. 

 

I presented the final video to the product marketing team. They were impressed by what I was able to produce in-house. They gave the green light to continue with new product videos. There were very tight deadlines with each release which meant I would need to script, shoot, and edit a video in about 3 days. This is a tight timeline but I knew that better education for our sales and customer service on the new products could make an impact on sales. Each video produced was exported as an mp4 and uploaded to the Cornerstone LMS which meant it was now trackable on the user’s transcript. 

 

With each new video, I made small adjustments to enhance the end product. For example, I reached out to the company to see if any employees would be interested in participating in the videos and I was able to get a pool of on-screen talent. I saw this as an opportunity to introduce the remote employees to the people that help behind the scenes every day. 

 

The new product videos were celebrated by the sales and customer care teams. They loved that this new format was short, to the point, and entertaining. The sales executives would even listen to the videos in their car on the way to accounts in order to get a quick refresh of the new product’s key selling points. 

 

I enjoyed this project because it challenged me to use skills, like video and sound production, that I previously had not utilized in my professional work. We were now able to verify that the teams were completing the trainings in the LMS. While it’s hard to prove an increase in sales due to a training, the feedback from the field sales reps was overwhelmingly positive.