If you're visiting, chances are it's by way of Palm Springs -- specifically, the SMPS Pacific Regional Conference and our presentation on Inspirational Storytelling. Thanks for coming and congratulations on squeezing in a sunny, pool-themed work trip!
As stated in our intro, we've been storytellers in one form or another over our careers and believe storytelling is both impactful and possible, no matter the medium. This page provides additional context and tools to our presentation that we hope you'll apply in your own marketing endeavors.
If you have any questions or would like to reach out and talk story, our contact info is just a page scroll away!
Sincerely,
Erin Spaulding - Communications Manager, Word Nerd
Amy Pugh - Director of Marketing, (fun alt title?)
Above video: Why Relevancy is a Feeling
SMA Culture Video, released November 2024. See below for video case study.
SMA Culture Video: Below, we break down the elements that brought this story together.
Audience encompasses, in a scale of relevancy, 1. staff 2. new-hire candidates and 3. clients.
Important to frame content to reflect #1, appeal to #2, and reinforce confidence in #3.
With a dozen interviewed team members, staff demonstrate authentic enthusiasm and passion.
Culture videos should express a firm's identity -- authentically and transparently. SMA employees understand their culture by repeating themes and experiences, with the video flowing from one point into the next (with supporting B-Roll) that makes sense sequentially and provides evidence to the statements being made.
Show, Don't Tell!
It might be easier to tell an audience what a culture is like, but showing that culture goes much further.
We made a conscientious choice to include "bloopers," particularly at the beginning of the video, to not only set the tone (see Give It Rhythm) but also provide a behind-the-scenes look into the personalities at SMA.
Story has a heartbeat -- It can be slower, it can be quicker; but overall, it should be consistent.
The rhythm can also be considered the energy or tone. The overall rhythm of this video is quick and high energy: positive, fun, energetic.
While there should be a rhythm (i.e. consistent energy) to the story, allow shifts where appropriate. This not only cues audiences to important moments but allows a break -- similar to the natural 'feel good' cycles of dopamine in our brains.
During their interviews, two staff members shared the recent loss of a colleague. This information comes at an appropriate time in the story that makes sense sequentially and also emotionally. It's a major shift, so the time spent there, as well as the transitions into and out of this moment, all required careful consideration so as not to disrupt, distract or detract from the story and overall feel.
Content can be hard to narrow down, especially when there's a lot of it.
SMA identified 12 individuals who would be interviewed for their culture video. Our process started by reviewing everything our interviewees said (hot tip: text transcription is an AMAZING tool!) and identifying the cross-overs/similarities that supported audience relevancy, theme and messaging. Anything that did not support this (i.e. The Story) was not included.
Being Succinct = Audience Engagement.
The ingredients you need to build out a story that hits the tastebuds.
