Ready, Fire, Aim!

Imagine telephone hold music so offensively irritating you want to hang up after just a few seconds. One call to Office Depot, and you won't have to imagine anymore. Their obnoxious jingle loops every 15 seconds or so, wearing you down faster than a well-executed waterboarding session.

I could go on about Office Depot (I honestly wonder if they aren't intentionally trying to drive customers off the phone), but companies everywhere employ advertising without sound strategy. Many businesses fail to establish a comprehensive corporate identity, but those that have shouldn't just plaster it everywhere without thought.

Some might question whether hold music really counts as advertising. To that I would ask: When is an organization not advertising by what they say and do? If your sales staff is rude or unhelpful, does it matter that you advertise customer service in your television ads? If your company fails to deliver a reliable product, does it matter that you pitch quality in radio campaigns?

Thought of in this way, advertising encompasses every aspect of your operation. When you do advertise through traditional channels, customers will weigh your message against their experience with your company. Every interaction you have with them is a chance to maintain a relationship, or lose a customer forever.

A well-known brand is not enough to guarantee success. The careful application of your corporate identity, and the expression of your mission in what you do, is just as critical to gaining your customers' trust and confidence.

And sometimes it's little things—like pleasant hold music—that makes all the difference.

dotConn Productions to create promotional videos for University of Alaska, Anchorage

dotConn Productions to create promotional videos for University of Alaska, Anchorage

Palmer, AK (April 4, 2007) – The University of Alaska, Anchorage has contracted dotConn Productions to produce a series of videos promoting the school’s Automotive and Diesel Technology program. The videos will be designed to appeal to graduating high school students by using modern editing and shooting styles while providing parents of prospective students with information about the program.

dotConn Productions was one of seven video production companies selected to bid on the project. Ultimately, it was their previous work record that secured the project.

Kelly Smith, director of Transportation and Power at UAA said, “The deciding factor was that the samples that were shown to us were in touch with our audience.”

The ability of the videos to connect with a high school audience was the key that resulted in a unanimous recommendation by the review board to utilize the company.

“Previous works by dotConn Productions demonstrated a youthful, graphically-intensive, cleverly edited and fast-paced style that is appropriate to our target audience of high school students. In all of these areas, dotConn Productions was stronger than the other production companies being considered.” Melina Pastos with the UAA Admissions Office stated, “John Conn, owner of dotConn Productions listened to our marketing needs and immediately began developing a video concept that would engage our target audience.”

The project will be completed in June of 2007 and will feature both a seven minute piece as well as shorter, teaser style video on DVD to be given to prospective students. Optional components of the project may include production of a television commercial utilizing the footage from the project, creation of a campaign website by partner company Stage 2 Studios, and filming of the project in High Definition.

“dotConn Productions seemed more willing than the other companies to customize the end product to the Community and Technical College’s needs in a creative fashion including a short version of the video and formatting for web use, “said Melina.

The project marks the second to be produced by dotConn Productions for a local university in under a month. The company recently completed filming a television commercial for Alaska Pacific University profiling their degree completion program. The spot will be airing statewide later this month.

The company is currently gearing up for the CTC Automotive and Diesel project which will begin filming mid April.

“We are excited about the chance to work together with UAA,” stated John Conn, owner of dotConn Productions, “We’re a small studio which really works great because it allows us to custom fit our services and concepts to match exactly what our client needs. By combining impressive visuals with effective storytelling techniques I really believe that this project will be second to none in quality and will give the University’s message a breath of fresh air.”

About dotConn Productions
dotConn Productions has been producing dynamic video and multimedia since 2002. Featuring in-house High Definition production capabilities, advertising and television commercial campaigns, documentaries, and impressive visual effects the company has created pieces for Southcentral Foundation, Treeforms Amish Furniture, Alaska Fireplace and United Way of Mat-Su. As a member of Stage 2 Studios, dotConn Productions has combined dynamic video production with web, print design and advertising agency services to provide complete marketing strategies for the state of Alaska. Additional information about dotConn Productions, Stage 2 Studios and work samples can be found at http://www.dcalaska.com and http://www.stage2studios.com .

dotConn Productions Main office is located at Stage 2 Studios in the Palmer Business Plaza; 634 S. Bailey St., Suite 102; Palmer, AK 99645

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