Toyota Material Handling Midsouth (TMH-MS) is the full-service material handling dealer with multiple locations across the Midsouth. They provide equipment and services to businesses of all kinds across the Southeastern United States. From new and pre-owned equipment, to rentals and warehouse supplies, they are a full-service material handling partner.
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In early 2020, TMH-MS was focused on a full-scale rebranding effort which included website redesign, social media, and more. The 5&B team was brought onboard to create assets that communicate the renewed vision and full-scale organizational pivot initiated by the new leadership at TMH-MS through a coordinated video campaign.
Though forklifts, equipment repair, and material solutions might not be the first thing that comes to mind when considering a beautiful subject matter, our team was charged with finding order and beauty within the tough and rugged nature of the industry. Additional things our team was challenged to highlight was the impressive equipment fleet, first-class staff, market differentiator and their unique company culture.
In early 2020, TMH-MS was focused on a full-scale rebranding effort which included website redesign, social media, and more. The 5&B team was brought onboard to create assets that communicate the renewed vision and full-scale organizational pivot initiated by the new leadership at TMH-MS through a coordinated video campaign.
Though forklifts, equipment repair, and material solutions might not be the first thing that comes to mind when considering a beautiful subject matter, our team was charged with finding order and beauty within the tough and rugged nature of the industry. Additional things our team was challenged to highlight was the impressive equipment fleet, first-class staff, market differentiator and their unique company culture.
Areas to highlight:
It was absolutely essential that each piece in this campaign faithfully communicate the TMH-MS story—it would not be enough to have beautiful shots, the words spoken would be just as important. To that end, our team began the most important step in our video creation process, listening.
Listening is so important, because this project isn’t about beauty, its not about 5&B, not about winning an academy award, it’s purely about creating a piece of content that, ultimately, has a high ROI. Plain and simple, this campaign is about communicating the organizational differentiators of TMH-MS within the market at large.
With all that in mind, our team had many collaborative sessions with the TMH-MS team to gather organizational information such as their mission and vision, marketing goals, and other various themes they desired be communicated to the market at large.
After gathering all that information, our story team began developing frameworks for each of the 10 pieces of content our team was charged to produce. Our team created outlines for each video, identifying points we needed the interview subjects to cover as well as b-roll our production team needed to capture on the day of production. We then developed specific sets of questions, curated for each interview subject and their specific area of expertise within the organization.
When production commenced, our team consisted of four 5&B team members over two full days. One day was devoted solely to capturing interviews and the second day’s sole focus was to capture b-roll footage for the project. As a part of production, our team completely took care of interviewing and producing, the TMH-MS team wasn’t expected to have any mission critical responsibilities. As a turn-key solution, we take pride in taking all (or most) of the burden off our client’s shoulders. Our team desires and is well equipped to handle all of the details so our client is free to be as involved as they wish to be.
Following production, our story team jumps right in by going through the transcript of all the interviews captured during production. Using transcripts allows our team to efficiently sift through and identify the best sections and quotes and build a StoryDraft, a blueprint, for each video asset. Then, they have the StoryDraft off to our editing team to turn these white pages into actual videos.
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The total project produced a set of beautiful assets that complemented the sleek new website. Each video asset has a specific area of focus while each also faithfully cohesively communicates the mission and overall vision of TMH-MS. Outside of the main statement piece, the 5&B team created additional assets specifically tailored to various landing pages on the fresh website. These pieces are also intentionally versatile, each is suited for distribution on all social media outlets.
The project resulted in a campaign of videos that each employee of TMH-MS is proud of. Each video communicates to the public what makes their organization special and why they have such significant pride in working for TMH-MS on a daily basis.