LOS ANGELES – For global imaging leader Epson, the global product launch of their EcoTank line of printers encompassed advertising, the web, social media, trade shows, email blasts and a massive event in New York’s Times Square, with video playing a central role in every channel of the marketing process. Creating video pieces across many product lines to a wide range of media that clearly communicated the same brand messaging was a daunting challenge.
Epson’s Sr. Manager, Marketing Communications, E.J. Freedman, explains, “I had to deliver dozens of separate pieces of video content with a similar look and messaging across many product lines to all types of media – online, social, and high-profile events. Without a large staff to track and monitor the hundreds of details, I needed a streamlined process with a creative partner that understood my business strategy. And, as with any product launch, I needed to meet tight deadlines that were set in stone.”
Epson turned to LA’s Precision Productions + Post, an award-winning creative, production and post-production studio with a reputation as a one-stop shop focused on branding, serving commercial clients, and
corporate marketing. “We provide everything our clients need under one roof, with a seamless end-to-end process and a single point of contact,” says Joe Arnao, Precision’s President. “For Epson, we did everything from helping shape the creative, to scripting, to production, to post and finishing. Epson products have long stood for technological innovation, reliability and performance, and so Precision designed a refined production aesthetic, showcasing the EcoTank printers in modern settings that was consistent with and elevated their high-end look.”
Some of the video created for the EcoTank line can be found here:
Background on Precision’s creative and production process is explained here:
Precision crafted Epson’s videos to ensure that they were useful, both now and in the future, in a multitude of ways. Planning in advance for serving multiple audiences with different media preferences allowed Precision to leverage research and creative assets across additional Epson projects, while it also cut the creation time necessary for new videos. Precision’s ability to edit, paint, color, mix and master for every screen and aspect ratio allowed them to version the videos for use on screens from mobile phones, internet streams, and to 4K and larger formats for outdoor motion media.
Precision’s strategy is to leverage its client’s in-depth and longer content, using it as a springboard for creating shorter content for a variety of channels. These assets can then be used in projects around the world and versioned and adapted for a variety of markets and product mixes. For Epson, this wide range of marketing content included online consumer videos, product teases and B2B videos, plus content displayed on video wall wrapped buildings during the Times Square launch event.
Epson uses these videos to increase engagement and cross-promote content across multiple channels, including Facebook, Twitter, Instagram, YouTube, Flickr and Pinterest. They have also repurposed quotes and descriptions from the videos themselves to extract even more value from these creative assets. The new content has also been incorporated into sales training materials, webinars, point-of-purchase displays, email blasts and video news releases.
Freedman says, “Precision’s meticulous planning from the start for content that can be repurposed in many ways and many formats has given us tremendous mileage out of our video assets. The content they created in partnership with Epson has measurably boosted our product visibility and engagement on all our social platforms. It continues to power our EcoTank marketing efforts in both the B2B and consumer spaces. And it has extended our initial marketing investment, driving greater results from all our integrated marketing efforts.”
About Precision Productions + Post
Part think tank, part production company, wrapped inside a full-service editorial, motion graphics and finishing facility, Precision Productions + Post understands the creative and technical needs of projects. The firm features cutting edge facilities for film, television and new media – from concept through delivery. Custom built surroundings invite participation, stimulate creativity, and comfort for clientele. With dedicated centers for production coordination and resolution independent post production, Precision’s studio provides streamlined and efficient media services. For more about Precision Productions + Post, please visit www.meetprecision.com