Brinkmann Constructors Safety Video – Part One – The Assignment

The Brinkmann Constructors' safety video tells the powerful story of taking action versus standing by when it comes to safety.

Brinkmann Constructors’ safety video tells the powerful story of taking action versus standing by when it comes to safety.

Brinkmann Constructors was in need of a new safety video.

Safety is a key component of everything that Brinkmann Constructors does. This employee-owned construction company, headquartered in St. Louis, Missouri with offices in Kansas City and Denver knows how important safety is every day, at every job site, with every worker – especially since many of those workers are contracted. So with every new project, there’s the potential to have a whole new crew of workers – and it’s vitally important to assure that these workers know all of the safety measures that need to be taken to assure each one of them goes home at night.

So they wanted a safety video that wasn’t your normal safety video – one that told a powerful story and that wouldn’t be ignored two minutes into the overview.

Like many projects that I work on, it was a true collaborative effort. In this case, I was called in by Jeff Fuelling, president of Pickett Productions (In the past year, Pickett was bought and is now known as CG Studios.) Jeff was the project lead and had also brought in Mike Martin and Michelle Anselmo of Mike Martin Media as part of the team.

I would be the copywriter/Creative Director on the project, Pickett Productions would supply the graphics and post production and Mike Martin Media would handle the shooting, casting, voiceover recording and the initial edit.

At our first meeting, we met with Tim Myatt, Safety Director at Brinkmann along with Miranda Hill, Preconstruction Coordinator and Ted Hoog, Brinkmann’s Vice President of Operations. They provided an overview of the Brinkmann safety process and emphasized the need to do something different with this video that would keep the viewer engaged from start to finish.

One of the items Tim mentioned were two related poems that he would read at the beginning of each safety orientation overview and at the end. The first was titled, “I could have saved a life that day”. The second was, “I know I saved a life that day”.

The poems deliver the exact same scenario at a construction site – the only difference being the actions taken by a construction worker. Rather than stand idly by when they see something going on that they believe is not quite right, they take action. And by taking action, they help prevent what could have been a life-altering accident.

Tim mentioned that everyone always seemed to pay attention during those parts of the presentation. The meeting wrapped, and we had our assignment. Create a video that would grab and hold the viewer’s attention from start to finish.

We were bidding against two or three other production companies. All had essentially been given the same download. Our task was to deliver a concept that would win us the job.

The creative process began. I researched other safety videos. I researched safety statistics regarding the construction industry. Initially, I had about five approaches that I then narrowed down to three. One followed a worker from the start of his day through the end, telling the safety story from a first-hand experience while still delivering all the key info that had to be covered. The second approach was very graphics driven, with key facts and statistics being emphasized as well as a range of different workers shot in off-site situations providing their particular reasons why they work safe each day – because there’s a lot of ball games still to see, graduations to attend, meals to enjoy, etc.

We were fairly confident going in that the third approach would be the winner. The idea was simple. Take the two poems, and deliver them throughout the video, interspersed with key safety facts and figures. The viewer wouldn’t just be read the poem, they would see the poem brought to life – seeing the fatal consequences of not acting and the positive consequences of taking action.

Our production team worked out some budget parameters and developed a rough timeline. We made our presentation.

A few days later we received the news. “I could have saved a life that day” was a go.

Then the real work began.

This is the first of three blogs regarding this project. BloodLines Creative works in partnership with a variety of creative resources. If you’re looking to tell a story via video, or have any other marketing communications needs, we can assemble the team ideally suited to get the job done – on time, on budget and with big idea thinking delivered in an impactful way.

I Could Have Saved A Life That Day was written by Don Merrell
I Know I Saved A Life That Day was written by Jim Morgan

 

 

#willyoureadthis #makeitrelevant #toomanyhashtags

If you're not using hashtags in your social media postings, you're not doing the job that you could be.

If you’re not using hashtags in your social media postings, you’re not doing the job that you could be.

I’ve never taken a course in social media marketing and I guess that’s extremely evident from the number of views I get with this blog.

Then again, when your number of postings dwindles from weekly to monthly to #onceinabluemoon (the name of one of my paintings) you basically deserve to lose a lot of your audience.

But 2019 marks a major crossroads for me. I need to ramp up new business efforts for BloodLines Creative and that’s going to require on-going communications, pushed out to a variety of different social media platforms. It’s also going to demand that I get a much stronger handle on social media marketing techniques.

Part of that begins with my use of hashtags.

I’ll be the first to admit that I have never embraced hashtags and really didn’t have much of a handle (pardon the play on words) on the value of using #hashtagsinsocialmedia – primarily on twitter and Instagram.

But I am learning and I’m seeking to learn more – which ultimately is going to benefit the clients I serve as well as my own self interests.

Here are some generic reasons for using hashtags:

  1. Hashtags simplify the process – Searching a hashtag pulls results for each post using that hashtag. Using a hashtag helps you reach your target audience, and likewise makes it easier for others to find your information.
  2. Hashtags compel an action – When a user sees a post that is of interest, they will likely spend time looking through content brought up by the hashtag.
  3. Hashtags evolve – Hashtags are being used by more and more platforms, impacting the amount of information put directly in front of social media users.
  4. Hashtags reward the distinctive – Hashtags make finding information easier for social media users. A unique hashtag makes your message stand out to the users who find the hashtag valuable.

I have recently experienced firsthand the value of using hashtags via my own instagram account promoting my art – #tomblood_art

A few weeks ago, I sat in on a webinar designed to help artists better market their work. Being a marketer myself, you would think I’d be a natural at promoting my artwork. Turns out, I could have been doing so much better – not just via hashtags but also via my use of key words to describe the paintings I’ve done on my two websites: http://tom-blood.pixels.com and https://bloodlinesart.com

What works for promoting art will also work for promoting my gifts as a talented #greatcopywriter as well as my skills as a #marketingcommunicationsspecialist

I learned that any time I make a post on Instagram, it should have a minimum of eight hashtags that are pertinent to the work I am featuring. How many is too many? I’m not sure but when your hashtags are twice as long as your message, it does seem a bit much.

Still, those hashtags are driving eyeballs to my Instagram account. In the past two weeks, my number of followers has increased dramatically and now continues to rise daily. And they’re beginning to draw even more eyeballs to the many clients I serve when I post information for them.

Yes, I’m a bit of an old dog. But I’m learning new tricks.

Developing great creative and compelling copy has always been a strong trait of mine. Now, it’s time to pound the # signal even more.

Want compelling copy and cut through creative with your advertising and marketing communications. Want it for a fraction of what you’d pay compared to if you hired a full-service agency? Call BloodLines Creative today. You’ll be glad you did.

#successfulresults #greatcreative #creativecopywriting #stlouiswriter #getresults