Cleaver-Brooks: Final Script

 

A digital storytelling script for Cleaver-Brooks.

 

 

 

	Video	Audio
1.	MS of a welder welding a boiler vessel, dirty shot zooming in to the welder he stops, pulls up his welding helmet and half smiles looking proud of his work.	Invigorating music begins
2.	CS of the Engineer FONT: Matt VanVerde, Engineer at Cogdell, Spencer and Erdman	ENGINEER: Cleaver-Brooks has been around forever.
3.	WS of a standard Cleaver-Brooks boiler	ENGINEER:  We call them Cleavers
4.	WS of an animation flying in each part of a boiler system to make a completely integrated system:   FONT: INTEGRATION	VO: At Cleaver-Brooks we engineer and manufacture complete systems so you can be sure all components work together for the best efficiency and lowest emissions.
5.	WS Still shot of the outside of the Janesville Hospital Facility fades to dirty close up shot of  Mark, the hospital boiler room operator FONT: Mark Djong, Boiler Operator at St. Mary’s Janesville Hospital	BOILER OPERATOR:  When they announced the hospital expansion, we wanted to go with boiler room equipment we were familiar with.
6.	MS of surgical utensils on a tray moving to a CS of the tray as a doctor lifts a scalpel for use.   FONT: DENPENDABLE	ENGINEER:  We needed a reliable boiler system to provide both hot water and steam.
7.	WS of a computer monitor showing a boiler module being dragged into a room space with connecting piping.   FONT:  INNOVATE	ENGINEER: With technology today, we had to do our homework.
8.	MS of camera panning up on the hospital’s boiler system and continues up following exhaust piping .	ENGINEER:  A Hybrid boiler system was the most efficient solution for their needs.
9.	WS of B-roll footage of a stack plume at the rooftop of a facility.	ENGINEER:  it combines steam and hot water boilers together to better manage system demand
10.	FONT:  40 FUEL SAVINGS	ENGINEER: A hybrid solution can reduce fuel consumption by as much as 40%.
11.	WS of a nurse pushing a patient through a foyer with a large bank of windows as the sun shines through.   FONT: FUEL REDUCTION	BOILER OPERATOR: In the summer we don’t require as much heating demand, so we can run on fewer boilers.
12.	CS of a boiler operator in the boiler room, shot gets dirty	BOILER OPERATOR: Other boiler control option was not compatible with our building management system.
13.	WS B-roll footage of a gurney rolling down the hallway of an emergency room with doctors on both sides of the bed.	BOILER OPERATOR:  There is no room for a shut down in the system in critical care
14.	MS of hospital facility manager and Cleaver-Brooks engineer (man in C-B logo’d shirt). Facility manager is nodding his head and Cleaver-Brooks engineer is pointing to the main control panel in their maintenance room.	BOILER OPERATOR:  An engineer at Cleaver-Brooks recommended their boiler control. It was compatible with our existing building management controls.
15.	MS of an operator toggling through the user-interface on the boiler control panel, looking up and smiling. FONT:  SINGLE SOURCE FONT: SINGLE RESPONSIBILITY	BOILER OPERATOR: When he showed us how user-friendly it was, how efficient it would run the system and how much fuel we could save, we were all for it.
17.	WS of the same Cleaver-Brooks engineer walking the boiler operator scrolling through the different screens.	BOILER OPERATOR: He was here to help us start up the boilers.
18.	MS of engineer and hospital plant manager smiling and shaking hands.	ENGINEER:  They will spend less annually on their fuel bill
19.	WS of a boiler coming off of the final assembly line at the Cleaver-Brooks manufacturing facility. FONT:  QUALITY	ENGINEER:  They are the work-horse of the boiler room.
20.	CS of a boiler operator, shot gets dirty FONT: TRUST	BOILER OPERATOR:  We trust it.
21.	WS of a C-B branded distributor service van.  A serviceman is standing in front of the van smiling  with his arms crossed	VO:  We are here if you need us 24 hours a day.
22.	WS of a boiler room solutions graphic that shows complete integration of the boiler room components. Cleaver-Brooks Logo FONT: www.cleaverbrooks.com	VO: Go to our website to find an authorized Cleaver-Brooks Representative near you.

 

 

 

Cleaver-Brooks: Creative Approach and Draft Paper Edit

 

 

 

Focus:

Cleaver-Brooks (C-B) would like to produce a 60-90 second image piece that conveys they engineer and manufacture the best boiler room solutions in the industry.  The video will be hosted on YouTube, get posted to the C-B website, linked in email campaigns and shared through social media channels.

Brand:

Cleaver-Brooks has been manufacturing boiler system solutions for over 80 years.  Their products have a reputation in the industry for being high quality, reliable and technologically advanced for long life.  Many boiler manufacturers purchase components from third party vendors so when issues arise who do you contact?      C-B designs and manufactures completely integrated boiler system so you can be sure to achieve the highest efficiency and lowest emissions attainable. Boilers and accessories come in various sizes, configurations with numerous options, Today, Cleaver-Brooks is among the biggest pool of boiler system competitors in the bid/specification process.  C-B has the tools you need to specify, determine financial payback and making the quote process as painless as possible. C-B has 120 authorized representative offices worldwide, which equates to over 1500 individual sales, service and parts support people.

Cleaver-Brooks products might be priced higher than the competition but go ahead and compare products apples to apples by design, technology and materials, and you will see the value is far greater in C-B products.

Audience:

Cleaver-Brooks products are sold worldwide through authorized representatives who build and maintain relationships with engineering firms and contractors to design and specify boiler room solutions for end users.   C-B representatives, design/build firms, building contractors and steam and hot water end users are all important influencers in the boiler system bid and purchase process.   

Content points:

• Cleaver-Brooks has a long, rich history in the boiler industry with proven products

• Cleaver-Brooks’ expert engineers design integrated boiler systems so you can be sure that the system will operate at peak efficiency and keep your fuel costs to a minimum.

• Cleaver-Brooks has a dedicated research and development facility with expert engineers in their field that continually innovate boiler room solutions for tomorrow

• Cleaver-Brooks has the tools you need to quote the right products for the right application

• Cleaver-Brooks has over 1500 sales and service representatives to provide you with the support you need before, during and after the sale

Creative approach:

Cleaver-Brooks’ video is intended to remind engineering firms that Cleaver-Brooks (C-B) continues to produce quality boiler room products.  C-B is forward thinking and innovates using research and development to its advantage.   The 60 second non-fiction video will use sound bites from interviews of an engineering firm and end user that collaborated on a successful C-B boiler installation.  The interviewee audio selection and video will support the content points and demonstrate pride, to trigger an emotional connection making the video credible, memorable and relatable.

Interview Questions:

Boiler Operator – Mark at St. Mary’s Janesville Hospital

Q.  What was the main driver for selecting Cleaver-Brooks equipment?

PBBS was recommended and selected as the preferred boiler room vendor by engineering firm…ah what was it… Cogdell Spencer Erdman for this project.  We already had the clinic so when the expansion was announced we went with equipment we were familiar with, besides PBBS already provided a boiler room package which included two hydronic C-B boilers (one condensing and one noncondensing), the units had built-in boiler controls, so we trusted it. Cogdell came in and scoped out the system demands.  They had a solution for us. 

Q.  What is your relationship like with PBBS Equipment, your Cleaver-Brooks sales and service representative?

We are connected to the Janesville Clinic and PBBS Equipment already services their boilers there, so when the expansion initiative was kicked off for Janesville Hospital, we just tapped into existing contacts that we had.  They’ve been doing service on our boilers at the clinic for years.  Every year they come in before the boiler inspector comes in and does a tune up.  There good folks and they are really good about getting all us old timers up to speed on this diagnostic controls.

Q.  How did you bring the new boiler operators up to speed on the equipment?

The hospital hired two more operators and they shadowed us at the clinic while the hospital was under construction.  They learned the daily routine in the boiler and chiller rooms…when the hospital opened they were good to go.

Q.  I understand you had some challenges with the original control scheme, how was that remedied?

The boiler control on the hydronic part of the system was not operating reliably, it was shutting down on a high limit, and then causing the alarm to sound…it was putting Brett our Facility Manager on edge, so one of the engineers at C-B recommended your control package that was made specifically for systems like ours that operated both condensing and non-condensing boilers…we were all for it. The new control scheme has more data points allowing us to look at more variables and adjust output to the demand at that point in time…it’s a real energy saver.

Q.  Did you realize an energy reduction, emission reduction compared to your sister clinic?

The hydronic boilers are used for winter heat and summer reheat so they are set up as a hybrid system, the condensing boilers operate during spring, summer, fall, and some of winter at higher efficiencies (88% to 99%), and the hot water boilers operate in winter at standard efficiencies (86% to 88%). In the summer we don’t require as much heating demand, so we can run on fewer boilers with intelligent controls attaining that 99% efficiency.

Q.  Why is a good boiler system important to St.Mary’s Janesville Hospital?

For a hospital it is extremely important to get redundancy and the boiler system function dependably….there is no room for a shut down in the system in critical care.

Engineer– Matt at Erdman Engineering

Q.  So what is your relationship with Cleaver-Brooks or Cleaver-Brooks products?

We have spec’d Cleaver equipment before. Cleaver-Brooks has been around forever and they have a reputation for being the work-horse of the boiler room.  We call em Cleavers.  And you know…Sometimes it’s hard to bid a Cleaver because price wins when you are up against other players so sometimes have to bid something the base C-B products and once you get your foot in the door you have to show them all the bells and whistles and automated controls how it ties in with the BMS and then get the customer’s interest so they want to upgrade to the Cadillac. It’s kinda like being a car salesman.

Q.  How is technology changing how you specify boilers for projects today?

Dynamics for buildings systems are changing. With the technology available today we have to constantly do our homework.  Today everything is computer animated with 3D inventor drawings.  They make it easy.  With all the software available, you can build a boiler room plug-and-play….but that still only gets you so far.  You have to make sure the systems will work together seamlessly.

Q.  What was the main driver for selecting Cleaver-Brooks equipment for the Janesville Hospital installation?

We needed hot water for sterilization and humidification.  We looked at C-B because of their reputation for dependable boilers.  We selected them because of the small footprint, easy maintenance and they are highly efficient, so they will spend less annually on their fuel bill. 

Q.  Exactly what Cleaver-Brooks equipment did you end up selecting?

The package consisted of two C-B condensing boilers, two C-B noncondensing boilers, and the boiler controls. It also included high-pressure C-B steam boilers, a deaerator; a blowdown separator and a blowdown chemical feed controller.

Draft Script: 

	Video	Audio
1.	MS of a welder welding a boiler vessel, dirty shot zooming in to the welder he stops, pulls up his welding helmet and half smiles looking proud of his work.	Invigorating music begins
2.	CS of the Engineer   FONT: Matt VanVerde, Engineer at Cogdell, Spencer and Erdman	ENGINEER: Cleaver-Brooks has been around forever. We call them Cleavers.
3.	WS of an animation flying in each part of a boiler system:   FONT: Boiler FONT: Burner FONT: Controls FONT:  Heat Recovery FONT: Water treatment FONT: Exhaust FONT:  Parts, and fast.	VO: Most manufacturers combine third-party components from other manufacturers, but Cleaver-Brooks engineers and manufactures entire systems so you can be sure all components work together for the best efficiency and lowest emissions.
4.	WS Still shot of the outside of the Janesville Hospital Facility     FONT: Mark Djong, Boiler Operator at St. Mary’s Janesville Hospital	BOILER OPERATOR:  When the expansion was announced we went with equipment we were familiar with.
5.	MS of surgical utensils on a tray moving to a CS of the tray as a doctor lifts a scalpel for use.   FONT: DENPENDABLE	ENGINEER:  We needed hot water for sterilization and humidification.
6.	WS of a computer monitor showing a boiler module being dragged into a room space with connecting piping.   FONT:  INNOVATE	ENGINEER: With technology available today, we have to do our homework
7.	MS of camera panning up on the boiler and following exhaust piping . FONT:  SINGLE SOURCE FONT: SINGLE RESPONSIBILITY	BOILER OPERATOR:  The units had built-in boiler controls.
8.	CS of a boiler operator, shot gets dirty   FONT: TRUST	BOILER OPERATOR:  We trust it.
9.	WS shot of boiler room equipment and zooms into a CS of the boiler equipment.	ENGINEER:  A Hybrid boiler system was the most efficient solution for their needs.
10.	WS of a nurse pushing a patient through a foyer with a large bank of windows as the sun shines through.   FONT: FUEL REDUCTION	BOILER OPERATOR: In the summer we don’t require as much heating demand, so we can run on fewer boilers with intelligent controls.
11.	WS B-roll footage of a gurney rolling down the hallway of an emergency room with doctors on either side of the bed.	BOILER OPERATOR:  There is no room for a shut down in the system in critical care
12.	MS of an operator toggling through the user-interface on the boiler control panel	BOILER OPERATOR:  One of the engineers at Cleaver-Brooks recommended their hydronic control
13.	MS still shot of the control interface menu lit up   FONT: SOLUTIONS	BOILER OPERATOR:  We were all for it.
14.	WS of engineer and hospital plant manager looking over building plans	BOILER OPERATOR:  They had a solution for us.
15.	MS of engineer and hospital plant manager smiling and shaking hands.	ENGINEER:  They will spend less annually on their fuel bill
16.	WS of a boiler coming off of the final assembly line at the Cleaver-Brooks manufacturing facility.   FONT:  QUALITY	ENGINEER:  They are the work-horse of the boiler room.
17.	WS of a C-B branded distributor service van.  A serviceman is standing in front of the van with his arms crossed.   FONT:  HERE WHEN YOU NEED US	VO:  We are here incase you need us 24 hours a day.
18.	WS boiler room zooms in to a close shot of the boiler.   Cleaver-Brooks Logo FONT: http://www.cleaverbrooks.com	VO: Cleaver-Brooks, The Power of Integration

 

 

Scriptwriting Interviews: Army Style

I crafted the following script from 2 interviews with the intent of developing a 2-3 minute training video to be produced on leadership that is intended for junior Army officers and published and promoted on YouTube and the goarmy.com website.

The content points of the following script include:

1. Soldiers often pride themselves on their ability to take care of problems on their own.  But it doesn’t always work.
2. That’s when the leader needs to step in.  Being a leader means caring for other soldiers, being aware of stresses they’re under, and doing something about it.
3. Families are soldier’s best support.  But when there’s a problem in the family, the soldier’s work is going to suffer, and the unit may suffer as a result.
4. An Army unit is a very special thing.  It’s like family.

	Video	Audio
1.	MS top view of a flag being raised up	VO: Leaders learn to bring out the best in others and themselves
2.	MS of soldier in uniform in a hospital room with his wife and 5-year old son.  The son is bald getting chemo treatment.	Inspiring music begins   CPT Y: Most soldiers like to keep their own problems personal…
3.	CS of the 5-year olds hands that are being held by the soldier and mom offering him encouragement.	CPT Y: when they do need help, you exhaust all possibilities to get him all the help that’s possible.
4.	CS of the soldiers face   Font: CONFIDENCE	CPT Y:  That’s our approach An open door, a sharing ear, confidentiality
5.	WS of the Army unit running together during sunrise	CPT Y:  Every soldier wants to be part of a team. CPT Z:  The Army mentality is that you don’t want to ask for help.  As commanders, it is important we recognize
6.	MS of soldier falling down during the run	CPT Z: those soldiers that need help
7.	MS of two fellow soldiers helping up the fallen soldier and walking with him	CPT Z: and let them know it’s okay
8.	CS  panning down commanders credentials on his uniform	CPT Y:  I may be a commander, but a I am a man
9.	MS Still shot of commander with his wife	CPT Y:  I am a husband
10.	WS shot of commander throwing a football to his sons	CPT Y:  I am a father
11.	CS of commander running his hands through his hair	CPT Y:  I have shortcomings
12.	Still shot of fellow commander having coffee with CPT Y.   Font: LEADER	CPT Y: Somebody was always there to help me.
13.	MS top view of a flying helicopter	CPT Z: You’ve got to keep the communication open
14.	WS of a soldier jumping from a helicopter	CPT Z: Going through the training with them
15.	MS Hood open on an Army jeep with solder and commander looking for the issue.  Commander has is sleeves rolled up.   Font: TEAMWORK	CPT Z: Working on vehicles with them
16.	MS of commander and Specialist Jones having a frank conversation	CPT Z:  You learn a lot from your soldiers when you talk to them man-to-man.
17.	WS of unit lined up chanting   Font: UNIT	CPT Z: We have the support of our family at home, but our unit is our family.
18.	WS of unit lined up chanting   Font: FAMILY	CPT Y:  There’s no such word as no when it comes to family.
19.	MS of Captain Z speaking	CPT Z: And when one of them is in trouble, we all come to their aid.
20.	MS of Captain Y speaking	CPT Y:  People are human.
21.	MS to CS of Captain Y speaking	CPT Y: When a soldier’s son has cancer, it sends something through you
22.	MS of Specialist Jones looking proud at his son as he hands him a stuffed bear.   Font: HOPE	CPT Y: In the case of Specialist Jones, he is fighting with everything he has to keep his child motivated
23.	CS of son looking at his father (soldier)	CPT Y: and not think about the possibilities.
24.	MS of fellow unit soldiers putting money into a cavlar helmet being passed around.	CPT Y: We had to find out everything…the bills… transportation…just visiting with the family.  All the resources all the services – we were there for them.
25.	MS of Captain Y speaking	CPT Y: Whenever his child had an appointment, there was no question.   Let’s get them back healthy, whatever we can do.
26.	WS of Specialist Jones doing paperwork at a desk	CPT Y: Daily operations still went on. Specialist Jones was even given another job, he was given support.    He did his part as a soldier.
27.	MS of Captain Z speaking	CPT Z: There is a stereotype that if you’re in the Army, you don’t ask for help.
28.	WS of solder running an obstacle course	CPT Z: You’ve got to take care of your family.
29.	MS of soldier climbing over a wall and a pillow of dust spilling as he lands	CPT Z: You just drive through that wall and crush it.
30.	MS of Captain Y speaking   Font: DEDICATION	CPT Y: Once they receive help, that soldier is going to be willing to dedicate himself more to the Army.
31.	MS of Captain Y speaking to a close up shot of Specialist Jones	CPT Y: Not everybody has a problem, but everybody can always use some help, whether its personal or professional.
32.	CU of a different female soldier	CPT Z: There is no other employer in the world that will support its employees like the Army does.
33.	CU of solder A and his face	CPT Y: A soldier is no good without his family.
34.	CU of soldier B buttoning his shirt uniform	CPT Y: Once you put this uniform on you are part of a family.
35.	CUT of soldier B standing at attention and saluting	CPT Y:  Taking care of each other… (Inspiring music stops now) Leaving no man behind. (sound of a gong)
36.	Still shot of last frame. FONT: LEADERSHIP (font grows bigger)   Font:  Army Strong Logo:  US Army Font:  goarmy.com	CPT Y: It’s only going to make you that much better as a leader.

Script Writing: Subaru

To ensure you fulfill your objectives in video and your branding is being properly positioned, a script is essential to guide the cast and crew.

Here is the breakdown of my second of two scripts on Subaru, First Day of School.

	Video	Audio
1.	Wide shot (WS) Father and daughter stand near the corner of an intersection on the sidewalk near their parked Subaru car.	Dad:  Excited for your first day? Music starts and is played through entire spot.
2.	Close shot (CS) Daughter looks up at dad and then looks down looking worried.	Daughter:  Yeah
3.	Close shot (CS) of dad looking around for the bus
4.	Close shot (CS) of daughter looking down the street
5.	Wide Shot (WS) bus approaching from down the street
6.	Medium Shot (MS) of dad and daughter looking down the street together
7.	Wide shot (WS) of dad and daughter from behind holding hands.
8.	Close shot (CS) Dad leans down to his daughter.  The bus stops in front of them and the doors open	Dad:  You’ll be fine. Ok. (in a soft voice) You look so pretty.
9.	Close shot (CS) Dad kisses his daughter on the head and helps her to the bus.	Dad:  Love you
10.	Close shot (CS) of daughter stepping on the bus and looking back at dad.
11.	Medium shot (MS) of dad standing next to the car.  Shot moves to wide shot (WS) and moves backward into the direction of the bus.
12.	Wide shot (WS) Rear shot of the bus moving away, merging and signaling to the left lane.
13	Medium Shot (MS) of dad driving in the car next to the bus.  Dad is looking up at the bus.	VO: I’m overprotective.
14.	Wide shot (WS) front shot of the Subaru car driving next to the bus.	VO:  That’s why I got a Subaru
15.	Medium shot (MS) Dad smiles up at the bus
16.	Medium shot (MS) daughter is seen laughing and having fun from the bus window.
17.	Close shot (CS) of dad in the car smiling.Font on the screen:LOVE (the letters turn and fly away).	VO: Love.  It’s what makes a Subaru
18.	White screen:(Subaru Logo)Tagline: Confidence in Motion Icons: Facebook and Twitter	VO:  A Subaru

Script Writing: Best Buy

To ensure you fulfill your objectives in video and your branding is being properly positioned, a script is essential to guide the cast and crew.

Here is the breakdown of my first of two scripts on Best Buy called Asking Amy.

	Video	Audio
1.	Medium Shot of Best Buy associate.  He approaches customer Amy Poehler.	Best Buy Worker: Hi, may I answer any questions?
2.	Medium shot (MS) camera pans to Amy who looks off into the distance, smiles and starts walking.	Music starts and plays on and off throughout the video
3.	Medium shot (MS) Walking past a series of phones in a phone display Amy picks up a phone and studies it.	Amy:  What’s the heck’s the difference …
4.	Medium shot (MS) Amy starts walking through the phone aisle	…between all these phones?
5.	Medium shot (MS) Amy and Best Buy associate are facing one another in an aisle	Amy:  What’s LTE? Is it contagious?
6.	Close up (CS) shot of Amy holding two phones on each side of her face	Amy:  Which one fits my face?
7.	Close up (CS) of Amy looking above a laptop screen and not losing eye contact with the screen, but turning her eyes to the side to apeak to the Best Buy associate.  The Best buy associate is smiling.	Amy:  Can I use a dongle with this?
8.	Medium shot (MS) of Amy and Best Buy associate, while Amy is still looking at the laptop screen speaks to the associate with a smirk.	Amy:  Does it make you uncomfortable when I use the word dongle?
9.	Medium shot (MS) The Best Buy associate opens his mouth to speak, but doesn’t.
10.	Medium shot (MS) Amy has large headphones on and points to them as she speaks.	Amy:  (In a loud voice) Are these noise cancelling?
11.	Wide shot (WS) Amy and Best Buy associate walk through the television display aisle.	Amy:  So what makes a TV so smart.
12.	Medium shot (MS) Amy and associate are in the washer and dryer section.  Amy has her top half of her body in a dryer, while the associate holds the door and looks over her.	Amy:  You don’t make commission on anything? Best Buy associate:  Anything
13.	Medium Shot (MS) Amy is pointing SLR camera at Best Buy associate	Amy: You wanna unbutton your shirt a little bit?
14.	Wide shot (WS) Amy and associate are in laptop aisle	Amy: What’s the Cloud?  Where is the Cloud?
15.	Wide shot (WS) Amy grabs associates shirt with both hands.	Amy:  (In a very accusatory tone)  Are we in the Cloud now?
16.	Medium shot (MS) Amy is holding a tablet device.  Both Amy and associate are facing the camera straight on.	Amy:  Will this one read 50 Shades of Grey to me in a sexy voice? Best Buy associate: No
17.	Medium shot (MS) Best Buy associate cocks his head to speak, but doesn’t and shakes his head.	Amy: Will you?
18.	Font shown over shot:THOUSANDS OF EXPERTS READY TO HELP
19.	Wide shot (WS) Amy swags her head and walks away
20.	Blue screen showing Best Buy Logo (shine effect glosses over logo)Twitter symbol with text next to it #INFINITEANSWERSCopyright information: 2013 BBY Solutions, All Rights Reserved BEST BUY.
21.	Wide Shot (WS) of Amy walking out of the store with 3 Best Buy shopping bags wearing headphones.Best Buy logo shown on the top right of the screen)	Amy:  (Yelling) Thank you you’ve been very helpful!
22.	Best Buy associate smiles and waves subtly at Amy.
23.	Wide shot (WS) Amy turns to the associate	Amy:  (yelling) What? Best Buy associate: Nothing

Digital Storytelling Partial Concept Paper: Cleaver-Brooks and Plumb Gold Ltd.

In week 5, I have narrowed my Digital Storytelling video concepts down to Cleaver-Brooks, the commercial and industrial boiler solutions company in Milwaukee, WI, or Plumb Gold, Ltd, a local fine jeweler in Racine, WI.

 

 

 

Focus:

Cleaver-Brooks (C-B) would like to produce a 90 second image piece that conveys they have the best boiler room solutions in the industry.  The video will be hosted on YouTube and get posted on the C-B website, get linked in email communications and shared in various social media platforms.

Brand:

Cleaver-Brooks has been manufacturing boiler system solutions for over 80 years.  Their products have a reputation in the industry for being high quality,

reliable and technologically advanced for long life.  Many boiler manufacturers purchase components from third party vendors so when issues arise who do you co

ntact?   C-B designs and manufactures completely integrated boiler system so you can be sure to achieve the highest efficiency and lowest emissions attainable. Boilers and accessories come in various sizes, configurations with numerous options, C-B has the tools you need to specify, determine financial payback and quote making the process as painless as possible.

Cleaver-Brooks products might be priced higher than the competition but go ahead and compare products apples to apples by design, technology and materials, and you will see the value is superior in C-B products.ess as possible. C-B has 120 authorized representative offices worldwide, which equates to over 1500 individual sales, service and parts support people.

Audience:

Cleaver-Brooks products are sold worldwide through authorized representatives, who build and maintain relationships with engineering firms and contractors to design and specify boiler room solutions for end users.   C-B representatives, design/build firms, building contractors and steam and hot water end users are all important influencers in the boiler system bid and purchase process.

Content points:

• Cleaver-Brooks has a long, rich history in the boiler industry with proven products

• Cleaver-Brooks’ expert engineers design integrated boiler systems so you can be sure that the system will operate at peak efficiency and keep your fuel costs to a minimum.

• Cleaver-Brooks has a dedicated research and development facility with expert engineers in their field that continually innovate boiler room solutions for tomorrow

• Cleaver-Brooks has the tools you need to quote the right products for the right application

• Cleaver-Brooks has over 1500 sales and service representatives to provide you with the support you need before, during and after the sale.

 

 

Focus:

Plumb Gold would like a 30-60 second commercial produced that promotes their fine jewelry products.  The television spot will be supported with testimonials from existing customers that sing the praises of their fine jewelry and their first-class customer service.  The commercial will be broadcast on local cable networks as far North as Milwaukee and South as Chicago.

Brand:

Plumb Gold Ltd’s expert jewelers pride themselves on building relationships with their customers to guide them in finding a unique piece of jewelry in their jewelry showcase, or custom create a piece side-by-side with the customer’s vision in mind.  Their certified gemologists and skilled goldsmiths put the care and craftsmanship into each piece as if it were their own.  While Plumb Gold’s jewelry is high quality and unique, their pieces are generally more expensive than chain jewelry stores.

Audience:

This commercial is directed toward upper income households in the Southeastern Wisconsin area and Northeastern Illinois.   Common customers include young couples seeking engagement rings, while more established couples desire pieces to celebrate a anniversary or milestone occasions.  Holidays are always popular occasions to buy special jewelry for a loved one.

Content points:

• Plumb Gold Ltd. sells unique, fine jewelry pieces

• Whether you are looking for a new jewelry piece, or redesigning an existing jewelry piece, their expert staff will provide personal customer service to guide you to find or create a piece that you love

• Plumb Gold will help you remember special events and moment for you and the ones you love

Character Transformation through Movies

I love to get lost in the story of a movie, to escape, but do we think enough about what is truly happening with the main character in the story?  Every movie is different, because their characters are different, but within a story something is at stake, every story follows a central character on a journey and by the end of the story the character is transformed. I have summarized three examples of award-winning movies describing their character transformations:  It’s a Wonderful Life, Titanic and Rocky.

It’s a Wonderful Life (1946, Frank Capra)  It’s a Wonderful Life is 1946 Christmas classic movie centered on the character George Bailey who is a kind man that is always found putting himself before others.  It seems every time George helps someone else, he finds himself sacrificing his own dreams; one of is to travel the world. George runs a Building and Loan business and is put between a rock and a hard place when banker Henry Potter blackmails him for money he cannot deliver.  This last straw has George contemplating his reasons to live on a bridge where he meets his Guardian angel, Clarence.  The guardian angel takes George on a journey through his town showing him what life would be like without him.  As a result, George comes to realize a new appreciation for life and what is truly important.

No only is George’s happiness is at stake, but his entire life is at stake. He is always putting other’s needs before his own, and because of his constant disappointment for getting the short end of the stick, he contemplates ending his life.

George Bailey is the central character of this story, who is a husband, father and well respected community member in the small town of Bedford Falls.  He is a modest and benevolent man.  George has performed a multitude of selfless acts in his life: rescuing his younger brother from drowning, prevents a fatal prescription mistake, takes on the Building and Loan family business after his father’s death to keep the people of Bedford falls afloat.  While George hopes his brother Harry takes over the business after he graduates from school, when Harry gets a job in upstate New York, he selflessly gives up his dream to go to college and travel to Europe, so his brother could go to New York.

Because Clarence, his guardian angel intervenes, George is reminded of the good he has brought to his family and his town. The town would have been rundown, his brother would have died, Bailey Park would have never been built and his wife Mary would be a lonely librarian. These eye-opening realizations of the good that George has brought to those around him transform George into having a new appreciation for life and what is truly important. His decision allowed him to choose life and a future with his family.  George learns that happiness is not about being rich in money, but rich with family, friends and the community that love and respect him.

Just see how elated George is after making his realization:

Titanic (1997, James Cameron) The movie Titanic is a story about triumph and tragedy.  Rose DeWitt Bukater departs for New York on the ship of dreams with her mother Ruth and fiancé Cal Hockley. The tragic night is told from Rose’s perspective as she reflects on her story of duty, love and disaster as the ship sinks.

Rose is destine to marry Cal Hockley more out of obligation rather than true love.  Her mother, Ruth, is counting on their marriage for financial security and an optimistic future.  It becomes apparent to Rose that Cal is not her true love and happiness is at stake.

The story of the Titanic is told through Rose’s eyes.  She is an upper class 17-year-old, but down to earth in nature and seeks adventure.  Ironically aboard the ship of dreams, she is unhappy with the pressures of marrying a man she does not love and considers jumping overboard, but onlooker Jack Dawson convinces Rose to reconsider.  Jack befriends Rose and Rose is quickly drawn to his artistic ability and sense of adventure.  The more Cal tries to keep Rose away from Jack, the more Rose wants to be with Jack.

Rose and Jack find time to escape in the ship together creating life-changing magical moments.  Through these moments, Jack opens Rose’s eyes to lifestyle less stuffy than what she was bred to be, the kind of life she always wanted deep down – to laugh, play and see the world. The time Rose spends with Jack is a turning point making her realize what love and happiness truly is and what life can be.

As the ship sinks, Rose has the chance to get on lifeboat with Cal, she could have chosen an elite life with holes in her happiness, but she chose to get back on and choose love.  The ship of dreams sinks, but the real love of her life Jack remains in her memory.  Rose chooses happiness.

View the trailer here

Rocky (1976, John G Avildsen) Rocky is an inspirational American film starring Sylvester Stallone that tells the rags to riches story about an aspiring boxer Rocky Balboa.  Rocky is a small time boxing club fighter in Philly who is an uneducated simple person with a ton of determination and perseverance.  While training, he meets and falls in love with Adarian, a very timid woman who he draws out of her shell and becomes his girlfriend.   Rocky gets his opportunity to make it big time by taking on heavy weight boxer Apollo Creed who is already set to win.  Against all odds, Rocky trains extensively to go the distance with Creed –  all the while with Adrian by his side.

Rocky has been told in his life that he is a nobody, but to the contrary, he is a very determined person striving to earn respect in the boxing community.  Rocky admits he does not think he can beat Creed in the championship fight, but his goal is show everyone he can go the distance with a fighter of his caliber.  What is at stake for Rocky is his pride and earning the respect he deserves

Rocky is the central character in this movie.  He wants to make a better life for himself and Adrian.  The movie takes you through his journey of being a lowly debt collector to getting the opportunity to fight Creed, and unfolds as we watch him vigorously train for the big fight.

Through his grit, we watch Rocky transform into a man strong in body and strong in mind.  As he goes through the process of training for the fight he gains more confidence and builds more determination to win the fight and win over Adrian.

Rocky was presented with numerous opportunities not to act on the fight with Creed. He could have walked away from the opportunity altogether.  He could have checked out when he was knocked down in the brutal 15^th round, but he willed himself to get up even against the recommendation of his trainer.   For Rocky, checking out at any point was not an option.  He wanted to prove himself to Adrian and the entire community that he was a contender and a winner that deserved respect.

Hear that infamous and motivating Rocky song here