Tuesday, December 20, 2011
When Your CEO is your Talent: Delivering the Service Change Message
By Karen Johnson, Video & Design Supervisor
“Joyce, please do that line over again and pause after the word ‘customers.’”
The talent, Joyce Eleanor, is our CEO. The video team - two of her employees from Customer Relation’s Marketing Division - create the concept, draft the script, produce, direct and edit the production, and then post it to the website. The topic is the upcoming February 2012 Service Change.
Joyce is a passionate and effective communicator. As the face of our agency, she speaks from her heart. Her message is authentic because she’s talking about the agency she leads, and the employees - her employees - who have lost their jobs. She has listened to the riders who are deeply impacted by the service cuts. Any other spokesperson would be unacceptable.
Producing a video to deliver information about service changes is just one way we use video on our website as a tool for our customers. We have also developed How to Ride videos in several languages for our customers, as well as another to become familiar with Swift bus rapid transit. Community Transit riders and civic leaders also contributed their own video storytelling testimonials in their own words.
Community Transit’s training division uses our videos during employee orientation to acquaint new staff with policies and agency culture. Plans for 2012 include instructional video shorts – brief, simple videos that demonstrate how to use our Trip Planner, how to use Swift, and a variety of other useful services. We recently created an online Video Gallery that contains all the videos we’ve produced.
Videos provide the opportunity for broad messaging in a timely manner to our many audiences.
And because we produce the videos entirely in-house, we are able to be responsive and accurate, at no cost to the agency other than staff resources.
“Cut! Great job, Joyce. But I need you to do that line one more time.”