Video Kicks Off Customer Service Program

IBT Media has a wide variety of technical tricks and tools in its bag. They take pride in matching the particular requirements of a production to the right combination of equipment, look, quality and technology. When the job requires the look and feel of film photography and the highest level of production values, they wheel out the High Definition (HD) gear. The team just completed a project where the HD answer was right on target.


Mobilizing the work force is frequently the key to successful management. As a result, there is a slew of management books on the subject. With new theories and tactics cropping up regularly, it seems that there is more art than science involved in the process. The task can be daunting.

Recently, Harcros Chemicals, Inc., one of the largest chemical distributors operating in North America, faced such a challenge. The company was announcing an aggressive customer service quality initiative and management knew full well that the outcome would be achieved only with strong participation and compliance throughout the company's widespread network of locations. (28 in all).

Previously, Harcros had produced video messages for its field locations - and had been able to communicate effectively with the entire organization through this medium.

This time, the company's leadership realized, the job was tougher and the stakes were higher. The task of their communications effort was not just to inform. It was to engage, inspire and motivate a diverse collection of people - doing different jobs, working in different cities and departments - and get them to think of themselves as belonging to one company, united to accomplish one main goal.

As it happens, company CEO Kevin Mirner and IBT Media's Craig Campbell found themselves on the same wavelength when they sat down to formulate a plan of attack.

Meeting with project manager Tima Leonard and other key managers, talk quickly turned to a style of presentation that had the excitement, drama and power needed. They referenced NFL Films - the National Football Leagues official chronicler of the game.

More than just an incredibly disciplined and professional organization that has captured every play of more than 8,200 professional football games; NFL Films is noted for the way they provide the story of the struggle, the dedication and the challenges that make up today's highly competitive professional game.

The fact that American managers are frequently overly fond of using sports analogies to discuss business may have had something to do with it, as well. Even though CEO Kevin Mirner grew up in the UK, his enthusiastic loyalty for his adopted team, The Kansas City Chiefs, is well known in Harcros circles.

The reference to "NFL Films" generated more than just emulation of a very high standard of quality and impact. It led Craig Campbell and his staff to go all the way. They used NFL Film officially licensed music, which is custom created by Emmy winning composers and recorded by a full studio orchestra. And, they even used the "official voice" of NLF Films, Jim Birdsall, a man whose delivery can bring drama to ordinary prose and absolutely light up well-turned phrases.

Stealing another trick from NFL Films, IBT Media "miked the coach" and put Kevin Mirner on camera to deliver several critical points about the new program: S. T. A. R. (Superior Treatment And Response).

Mirner's presentation stressed the importance of not just "being the best," because he believes the Harcros people already are, but of doing one's absolute best at all times in all endeavors. He also clearly communicated the importance of the new program - and its role in building tomorrow's company on the foundation of today's organization.

This direct and straightforward appeal by the boss, combined with the explanation of how the new STAR Program works - and the reinforcement of the message through strong pictures combined with stirring words has already been effective.

"We have had fabulous response," Tima Leonard reports. "Our people have rapidly become involved and engaged. Operations Management has told us that they have never seen as much interest and excitement, especially among the production and warehouse people.

"The entire new program is still being fully installed, and we are perfecting our processes. But, even in these early days, we have been very pleased with the way our people have grasped what we are trying to do. The quality and intensity of the response to the video, especially, is very gratifying."

IBT Media Manager Craig Campbell admits that working on this project was a treat, and not just because of the NFL-type mood. "Harcros has quite a complex of buildings, production areas, warehouses, labs and offices. Our goal was to make the facility look 'different' to people who may know it well. The HD quality helped, but so did our ability to capture people in interesting light, from slightly different angles and with new imagination. The level of cooperation from everybody we encountered at Harcros - from the executive suite to the plants - was stellar. We enjoyed doing the work and are very pleased that it has worked well for them."

For more information about how IBT Media can help your organization communicate, either to an inside audience or to the world, in general, contact Craig Campbell or Amanda Carpenter.