Need ideas on how you can use video in your health care marketing and communications? Whether you want to sell, tell, inspire, persuade, announce, train or explain, video does it better than any other medium. Online video is the fastest-growing ad format and the medium of choice for consumers of all ages.
Wow, we’re in our 19th year.
I can’t tell you how proud and invigorated that makes us.
What started as a dream many years ago has grown into something so much better than any of us could have imagined. So will you indulge me for a moment as I reflect on some of the things that have been important to us in building this dream?
We have chosen to surround ourselves with exceptional people—both employees and clients. I pay special homage to the early members of our team who took a chance on joining CMBell Company, which at the time was just the seed of an idea, and who have been central forces in building it into the company it is today. Equally important have been the clients who saw our potential, fueled our creative growth and inspired us to constantly reach higher. We know that every day we must earn the trust of our clients, and we find great satisfaction in the longstanding relationships this journey has yielded.
I’ve said it many times: one of the best things about building a business is picking the people you’ll get to work with every day. Is there anything better? Our team is a wonderful mix of fresh faces and experienced journeymen, left-brained and right-brained thinkers, thoughtful and visionary—each of whom are accomplished artists and professionals. We work together without drama—each person willing to help make the team and our clients successful. So our energy, instead of being sapped by internal friction, is focused on our work. This is a gift we never take for granted.
We remain heartily committed to the value a family business brings to a community—and are inspired by some of our own clients, who have built on this idea. A family business is often centered in shared impulses, dreams and beliefs that are nurtured by each member. We all have skin in this game and our eye on the long haul more than on the immediate profits. We do not see building a business as a step along the way to our next job, but a lifetime investment. This is why we are excited to have recently had our two sons join us—each of them bringing their unique perspectives and talents to help propel our company forward.
Small businesses remain an important engine for America. It’s deeply gratifying to provide jobs to people right here in our community, exporting the fruits of their talent all over the country while allowing them to stay in this community we love so much.
But while we reflect on what we’ve learned in the past, this year is about looking forward. We have invested in new technological infrastructure and creative tools, recruited new talent and expanded our video services to meet the needs of our clients. The demand for video is exploding, and our increasingly diverse portfolio shows some of the many ways it is helping businesses deliver more powerful messages.
Life and Work Balance
We’ve never aspired to be big. Instead, we’ve pursued big ideas and worked to create a workplace where people can flourish—and where people come before profits. This is the soil out of which our company grew. For us, it has always been about creating a life first, and then a career—and fostering a workforce where people can find the life balance they need to thrive. Any growth that we pursue as a company must always fit these founding ideas.
At the end of the day, we find it exhilarating to develop creative communications that help companies we care about be more successful. For us, work is a cause. I think it shows in the work we produce.
We look forward to reaching higher this year. Thank you for meeting us here on our blog and for the role you have played in our success.
DeLona Lang Bell, President
However your day is going, we promise a moment with this video will lift your spirits. We worked with our client to create a successful OB campaign that awarded contest winners a beautiful baby portrait—and the 2015 winners are featured in this video.
Every company has a story.
And as professional communicators, one of our most significant roles is to keep the purpose of our organization in front of employees, donors, supporters and customers—and to do it in ways that inspire them. We need to be intentional about seeing that messages about cost-control, quality and other business goals do not eclipse the stories that depict the grander purpose of our institution.
In this piece, our client took the time to celebrate the successes of a shared goal—a campaign to strengthen the future of their school. We worked with them to express their message visually in the design of a piece that honors the efforts of countless volunteers, donors and employees—and furthers the narrative of the school’s worth. Successes like these inspire and fuel other successes.
Let’s be proactive about tending our organization’s narrative. How are you using your communication tools to celebrate your successes and inspire employees, volunteers and donors to work on behalf of your purpose?
According to The Energy Project, the way we shape our workforce often works against our business goals. Humans, they say, have four core goals at work:
- Physical health
- Emotional happiness
- Mental focus
- Spiritual purpose
Attending to these creates some rather significant improvement in employee loyalty, life satisfaction, positive energy and engagement. Read that again if you missed it. These are what every employer wants more of.
And this is where you, the communicator, can help lead your organization to a better place. The messages you create can help connect your employees to purposes greater than themselves.
Southwest Airlines understands this, as you’ll see in this video. Grab your tissues and take some time to see how masterfully they help employees connect to their purpose.
We don’t really need a study to tell us this, do we? We know, ourselves, that when we align with a cause that we care about, we experience more energy.
So here’s our challenge for you today. How much of your time as a communicator is committed to keeping your employees energized by purpose?
For those of you who like to track design trends, Pantone has announced Rose Quartz & Serenity as the blended color of the year.
“Joined together, Rose Quartz and Serenity demonstrate an inherent balance between a warmer embracing rose tone and the cooler tranquil blue, reflecting connection and wellness as well as a soothing sense of order and peace,” says Leatrice Eiseman, executive director of the Pantone Color Institute.
According to Pantone, these soothing colors could be an antidote to modern day stresses.
Suggested possible pairings include:
While the colors are soothing to be sure, we’ll be interested to see how far the business world will go in adapting them.
Can you see any organizations you know using these colors?
Photo Source: Pantone.com
Wishing each of you a New Year lived purposefully, beautifully and filled with light. Thank you for the many ways you inspire us.
We worked with this health system to bring to life the successes they’ve experienced—so employees, physicians and board members could see the collective results of their work on their strategic plan.
Getting your team aligned with your future goals means making sure they understand both where you’re going, and how far you’ve already progressed towards your goals. Delivering this message in video makes it easy to show at employee events and share online.
What successes could you talk about to help generate enthusiasm for your future?
Consider Google’s recent insights on shopping for the holidays:
- More decisions are made in micro-moments throughout the day—like when waiting, walking or commuting.
- More decisions are made on the phone—up to 30%, according to Think With Google. In fact, shopping-related searches have grown more than 120% in the last year. And 82% of smartphone users will consult with their phone while they are in the store.
- 32% of shoppers plan to use video for holiday purchases.
- 64% of smartphone viewers would rather watch a video to answer questions than pick up a phone or read a manual.
- Sundays are the biggest shopping days. And yet, the day when more businesses have shorter hours or are closed altogether.
Perhaps the biggest shift is that we have gone from focusing on a given task to splintering tasks into hundreds of bite size moments, according to Lis Gevelber, VP Marketing at Google.
Gevelber says these moments “are increasingly where hearts, minds and dollars are being won and lost…. And companies that measure and respond to micro-moments are gaining a very big edge on the competition. Mobile is the new from door to your brand and your stores. Are you at the door, ready to help?”*
So what does this mean for your business—even if you aren’t in retail? Often, the service industry will lag retail trends, but retail trends are a harbinger of consumer behaviors that will come your way. Here’s what you can do right now to respond to these:
- While mobile must be a central part of any marketing strategy, having a mobile-friendly site is not enough. The content that your customers most crave must be available and easy to use on mobile.
- Attention spans are shorter, so content you want to convey has to be delivered as snackables—short messages that fit between a myriad of other tasks.
- Consumers want content in video form—and frequently will choose it over “reading”.
- Can your customers find what they want on weekends and evenings—when they have discretionary time?
Now’s a good time to think about how these trends will affect your business, and to ask what your competitors are doing better than you are in each of these categories.
* Source: Micro-Moments and the Shopper Journey
It’s the end of an all-day meeting, where substantial, important ideas have been shared and discussed. This organization worked with us to create this video that invites the audience into a moment of personal reflection at the end of the event. Not only did it provide visual variety, it created a mental oasis for those attending.
Pairing inspiration with information is a successful way to convey strategy and build culture. Give people time to personalize strategies and messages, and see what happens.
A new mom has lots of questions about her delivery. To help her sort it through, this hospital has prepared some useful guides. But let’s admit it—new moms also like Pinterest. They’re more likely to read something that looks beautiful—in addition to being helpful content.
Are you giving your target audience reason to step into your content? Understanding what they already love to look at it can be a great first step.
CMBell Company celebrates the brave service of our veterans today. May we live to be worthy of their sacrifices.
Image Source: WWU SFS Employment Kit and Calendar
Don’t ignore direct mail in your move towards digital messaging. Of course digital must be part of your mix, but don’t underestimate the power of print.
In the case of direct mail, people generally have to sort their mail, which means you have a chance to get their attention.
Once you’re in the reader’s hand, you have a second or two to help them decide if the message is for them—and to get them inside the piece. So think about every micro-second of the buy journey as you develop a direct mail piece.
- Does the cover clearly offer a promise to a problem they have—thus inviting them further into the journey?
- Does the overall look convey the right image? For a hospital, for example, there’s an expected dignity and credibility that telegraphs competence. This is done through color, type choice, word choices and photos.
- Is it easy to browse, so the reader can go right to the content that interests them?
- Is the call to action easy to find and clear?
- If they respond to the call to action, will they get what they’ve been promised? Either someone knowledgeable on the phone, or a Web page that truly offers useful information without much effort on their part.
We’re still fans of this medium. If it’s done well, it can definitely affect people’s buying decisions.
Punctuation matters—and sometimes it matters a lot. Take the case where the single comma in the 1872 U.S. Tariff Act ended up costing the U.S. Government $40 million. It was a comma that changed the purpose of the Act.
We’ve all complained about having to abide by sometimes seemingly unimportant grammar rules, but in the end, the rules—though not always consistent—are there to direct brain traffic: to pair ideas, introduce breaths and indicate stops—all of which are important to accurately conveying meaning.
So today we celebrate our copy editors, who help us avoid costly mistakes and embarrassing moments.
This hospital video, developed for their anniversary gala, achieves multiple things:
- Evokes cause for celebration
- Tells what they’re most proud of
- Invites donors and friends into the organization
- Delivers a message of momentum
- Conveys to the community their essential role in the hospital’s success now—and in the future
When you have a captive audience at an event like a gala, you want to make every moment build a feeling of pride and enthusiasm for the organization. Nothing does that like a well-produced video.
Are you using video to change how people feel about your organization?