One of the greatest things about what CraneDigital does – industrial and technical animation – is learning about new technologies. When a new technology offers a substantial benefit to others, and contributes to the greater good in the world we live in, well, projects don’t get any more rewarding than that.
In order to effectively communicate something we first need to understand what we’re communicating. This past month we had the privilege of working with local Colorado company, Lohmiller & Company, to explain their Indoor Air Quality (IAQ) technology, GPS that cleans the air of Coronavirus in homes and business.
GPS technology removes the source for airborne viral infection transmission, removing molds, pollens, bacteria and viruses from the air. GPS inactivates and removes 99.4% of viruses such as Coronavirus, Norovirus, Staph, E.coli and Legionella in 30 minutes time, with no harmful by-products as a result – like ozone.
GPS, or Global Plasma Solutions’ Needlepoint Bipolar Ionization has been used in hospitals for a while, and now it’s available to anyone – residential and commercial – from a single-room apartment to large-scale business campuses.
Here’s how Needlepoint Bipolar Ionization works: A simple device is mounted in your existing HVAC equipment and emits a charge of negative and positive ions. The ion-charged air is then circulated around your your entire building and attracts microscopic pathogens floating around. This effectively causes the microscopic debris floating in the air to collect around a larger single point that then becomes easier for your HVAC filters to remove. Here’s an animation explaining the process from a commercial point of view.
For obvious reasons, timing was important. Businesses, for example – need this technology today if they’re going to return to normal operations, and customers are to feel safe visiting their establishments. Working closely with Lohmiller’s excellent internal marketing team to effectively communicate the benefits of NPBI, we had less than a month to bring 6 different renditions to life.
Local Voiceover Talent Pro Donna Cuddemi’s voice brought just the right balance of compassion and credible intelligence to the videos, and everything came together beautifully.
At CraneDigital we get to work on some really fun projects, but sometimes aren’t able to share them right away. One thing is for sure: one of the greatest parts of this job is learning about every industry that walks in the door. It’s an established fact that most communication happens at about an 8th grade level, so “talk to me like I’m in 8th grade” is my typical request to new clients explaining their business.
Not long ago we had the privilege of working with a new client, Cahill Heating, to introduce their revolutionary flameless, portable heating technology. It’s pretty impressive: essentially these guys figured out how to put a jet engine in a trailer, then transport that trailer to the coldest places on earth to use the heat from the engine to keep job sites warm.
“John did a very professional job in a timely manner, on budget, creating a marketing video that accurately captured our value propositions. It was evident that John did a lot of research on the industry and our business to create a unique and powerful marketing message. Throughout the project, John was very communicative and responsive and he was great to work with. We recommend Crane Digital to any specialty company trying to set themselves apart from their competitors.” – Cahill Heating Services
There were a few important aspects about Cahill’s value proposition it was important to make clear. One, it’s flameless. In combustible environments flameless heat is a must. Anything risking explosion or fire is a show stopper. The second – fuel consumption. In the rented heat business, fuel represents one of the most significant expenses. You have the cost of the rental unit itself, then the cost of the fuel on top for total project cost.
So whatever can be done to minimize fuel consumption saves money. One of the value-adds of the Cahill system is it burns less fuel. Cahill’s value prop was they could heat your work site safer, faster, more fuel efficiently and cost effectively, with fewer heaters and less equipment repositioning than anyone else. In fact, no one else was even close.
So how to get that across in a short, to-the-point video. That’s where CraneDigital comes in. Helping refine the message, then craft visuals explaining the process is our thing.
We set about working with the script generated to come up with shots supporting each idea. The shots were roughed out, approved, then moved to production. The net result was a final marketing message explaining the business, the value proposition, and the solution to some difficult problems. The process took about 6 weeks from start to finish.
Let CraneDigital help present your unique message to your target audience with compelling, informative media. We have a 24 year track record of intimate, client-focused listening, working hard to understand your business, then recommending and executing. Give us a call. We can help.