Jon Honeywill

Engaging your stakeholders through moving image

Drivers of moving image

In the last couple of years, we have seen an exponential growth in video content driven by more accessibility of production and ease of delivery. Video is now the communication channel of choice for the majority of stakeholders and will represent 80% of web traffic by 2020. Organisations are seeking ways in which to make the best use of the medium to get their message across. The new environment creates both challenges and opportunities.

We recently hosted an event focused on stakeholder engagement through the #PowerofFilm. The keen interest for discussing this topic on a cold Wednesday at 8:30 am in London was an inspiring confirmation on the enthusiasm of corporate communicators in exploring moving image. Over 50 attendees from more than 30 organisations, including FTSE100 and FTSE250 companies, joined us for the early morning breakfast themed: ‘Harness the Power of Film’.

Corporate comms specialists from Land Securities, Rio Tinto, Schroders, Virgin Airlines, Vodafone and Worldpay, among many others, explored moving image topics such as: how to talk to different stakeholders through the medium of film, techniques for producing great film content and how to leverage film content for maximum impact.

Extended reach – a case study

Film helps to extend your reach with the ability of being re-purposed for multiple channels and audiences such as: websites, events, social media, intranets and internal communications campaigns. Film creation is really about great storytelling and taking your audiences ‘to heart’. If planned correctly, the outcome of production can be both cost-effective and far reaching. By planning in advance to determine communications objectives, key purposes of the film and measurable indicators of success, a coordinated campaign can be defined to influence key audiences for maximum long-term outcomes and impact.

On a recent corporate film that we had the opportunity to bring to life with Stolt-Nielsen Limited, the goal was to create a film that could resonate with a broad audience. Some of the top-line objectives included:

  • Connecting with prospective employees to gain understanding and affinity of the organisation
  • Instilling pride and purpose in the organisations’ current employee base
  • Providing customers a sense and understanding of how the organisation is differentiated from its competitors
  • Demonstrating to investors that the organisation is a stable market leader poised for growth

We worked with Stolt-Nielsen Limited to craft a concept and story that looked at how the company impacts daily life and how the products and services are essential to manufacturing as an intrinsic link to the global supply chain. Additionally, we focused on their expertise as a robust organisation. We identified filming locations as a key part of the story development and worked to capture the breadth and reach of their global organisation.

Watch the Stolt-Nielsen Limited film ‘What we’re made of’ here

What we can do to help

As a specialist corporate communications partner we can help you deliver film-centric campaigns that reach, engage and influence stakeholders. We do this by using insight, from our in-house team of stakeholder specialists, to create emotive films that impart knowledge, help inspire change, and enhance reputations. Take a look at our work at:  The Power of Moving Image.

To find out how we can help extend your story, contact us.