Messaging Strategy

During our global rebrand, the company identified the need for third-party validation for the differentiation messages we had been promoting, and this case study project was born.

Sales and marketing combined forces worldwide to identify and get buy-in from some of our biggest and most complex customers worldwide. But as with many major initiatives, time was scarce.

So I took the reigns and coordinated local Mitel resources, our chosen key customers, our primary video production and post production company and local contract production assistance.

The result was a three-week, five country filming tour and an intense month of editing. During the process, I defined the narrative structure, coordinated pre-production, conducted the customer interviews, co-directed production and editing and ultimately distributed the final videos across the organization for use in sales and marketing.

Here are all five videos: