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insider tv case studies | ||||||
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1 - Clerical Medical turnstone.tv has been making insider tv programmes with Clerical Medical (now part of HBOS Financial Services) for four years. activate was a quarterly/bi-monthly 10-15 minute staff magazine programme, fronted by colleagues and largely shot by Clerical Medical's in-house team, who were trained and coached by turnstone.tv. We carried out the edit and any 'difficult' filming. activate's brief was to provide the 'human' dimension to an award-winning mix of intranet, print, face-to-face/interactive and video communications called PACE. It therefore concentrated on community-building and morale issues - with a strong thread of business motivation running underneath. It was frequently irreverent and often very very funny. Out costs seldom came to £2k. The programme was distributed on VHS tapes, which were then played simultaneously in all CM offices (which have monitors in every area, all wired to a single VHS player in each building) at the designated tx time. the vision is made and distributed in the same way as activate. Aimed at all Financial Services colleagues it has a more serious brief to reflect the current life and pensions marketplace. Also fronted by colleagues (and even by John Edwards the CEO) it is more likely to be single-issue, and frequently provides a uniquely effective way of removing perceived negativity from the change process, and providing leadership and vision. "The advantage of insider tv is that you can film real events when they are happening and incorporate them into a programme, in the knowledge that turnstone tv are on the end of the phone when you're not quite sure of the approach! The only limit is the availabilty of your own team. It's cost effective and very versatile - allowing for both serious and fun treatments. The end result is a professionally produced programme with a sense of involvement across the business." Anne Ledbetter Head of Internal Comms 2 - Halifax turnstone.tv has recently developed insider tv into a major comms strand for HBOS Retail Bank - with uniquely effective results. RTV (Regional TV) uses HBOS's satellite-base business tv network (the organisation has been broadcasting live to branches on a Wednesday morning for 8 years) to deliver individual quarterly sales/motivation shows for each Region of the Bank - with out costs of only £3-4k per show. 9 Regional Teams, each supplied with their own shooting kit and training by turnstone.tv (and each supported by their own turnstone.tv mentor) research, script and shoot the 10 minute programmes which are then finished and edited by the mentor. The shows are all made to a formula and the team operate to a strict set of instructions called the Bible, to ensure an acceptable level of 'semi-professionalism.' Each show includes a news round-up from around the Region (mainly community-building with a strong sales element), a briefing from the Regional management team (largely motivational), and one longer item which focuses on good practice (entirely performance driven). Colleague presenters, local issues and a 'can do' attitude have given these shows instant appeal and they've have proved far more popular and effective than programmes made at a National level - for obvious reasons. "Turnstone took a raw idea for local, low-cost programmes and turned it into a workable solution. Their enthusiasm and professionalism have been refreshing." Ralph Pitman Head of Internal Comms | ||||
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