case study

Hoist & Crane

Introduction

Hoist & Crane is a total material handling company based in Nashville, TN. Their goal is to revolutionize the crane industry, and do so through sales of new and used cranes, excellent customer service, and installations. While Hoist & Crane is based in the middle Tennessee area, they have a national footprint. As a way to showcase their work, the team at Hoist & Crane put a priority on digital and social media.

What We Did

Video and Photo Production

After collaborating with KNC Marketing on the final deliverables, we spent 2 days capturing extensive video and photo content of the Hoist and Crane team in action. First we visited the H&C facility in Nashville to capture interviews and general b-roll in their facility. Then we traveled to the Knoxville area to capture the H&C technicians at the facility of an actual H&C client.

Video Editing

Once we captured all of the raw content we needed, we then began the editing process. Our team began by crafting internal StoryDrafts of each video and presented them to the KNC team for story approval. This step is vital and ensures that we maintain alignment in terms of what the messaging of each video needs to be. KNC has extensive brand knowledge and they will be the agency utilizing the content, so it was critical that they got what they needed from the video content.

Hoist & Crane

On Location

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Hoist & Crane

The Work

Featured Project

The Statement Piece

Hoist & Crane

The Mission

Hoist & Crane

The Technicians

Hoist & Crane

Workzinga

Upon completion, the result was in: you can make cranes compelling. We were able to deliver a suite of assets to the Hoist & Crane team that were then leveraged through various platforms, but especially their website and LinkedIn pages. To learn more about Hoist & Crane, and see some of the final product, you can visit their website or LinkedIn page.

Our team was delighted to work with domestic manufacturing firms and looks forward to more projects like this.

That's a Wrap

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Highlighting the Spirit

The work that Hoist & Crane does is both unique and extremely valuable. However, for most organizations within the manufacturing industry, excellent digital marketing is not typically the norm. The leadership at Hoist & Crane understands the importance of branding and marketing, as well as the role of high-quality digital media as an aid in those goals.

We knew that having high quality digital media would be essential for Hoist & Crane as they differentiate themselves in the market. Our aim would be to make cranes, and the servicing they need, look compelling.

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A Head Start

Because of the prior experience we had with the leadership group at Hoist & Crane, we were able to jump into the project immediately. They knew us and we knew them, which helped to shape expectations. That being the case, our first goal was to think about the goal of the assets. What was success? Where would they live? What was the goal we wanted the end user to take away about Hoist & Crane?

From there, we drafted up a vision for these assets in pre-production, including interview questions, target b-roll shots, and other items we hoped to capture. By the time the production days arrived, we had a detailed plan for everything we needed to capture. Two full production days later, we had everything we needed.

In post-production, we went through our standard StoryDraft process and processed all of the interviews and began formatting them into their final form.

In our deliberations with the Hoist & Crane leadership group, we were able to determine some very specific social media assets that emerged from the StoryDraft process and began to see a few emerging themes take shape.

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Elevating the Brand Perception

Upon completion, the result was in: you can make cranes compelling. We were able to deliver a suite of assets to the Hoist & Crane team that were then leveraged through various platforms, but especially their website and LinkedIn pages. To learn more about Hoist & Crane, and see some of the final product, you can visit their website or LinkedIn page.

Our team was delighted to work with domestic manufacturing firms and looks forward to more projects like this.

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