The Challenge:
- CEO approached his team and expressed disappointment that he did not interact with customers as much as he used to
- The company wants to be seen as “customer first” and express gratitude
- A ceaseless need for great new video content, especially of current, successful customers
- The company did not want to lose the connection with the original creator of the product, Charlotte Lockhart
The Answer:
I conceived the idea for creating an award in the name of Mrs. Lockhart. Recipients of this quarterly award would receive an in-person visit from the CEO and the video production manager. Our most loyal customers are ecstatic to be recognized for their contributions to literacy education in their area, and the company is able to create amazing video content and earn some press coverage. To honor the original product creator, I named the award The Charlotte F. Lockhart Award for Excellence in Literacy Education.
Here is a video highlighting what it means to receive the award created during the first presentation in Stanton County, Kansas:
The Result:
The Lockhart Award, as it’s called around the office, has been hugely beneficial to the company in several ways.
- The CEO meets with customers who are our advocates at least four times per year
- Each award site results in at least one high-quality success story video
- The video producer captures copious b-roll that can be used in marketing materials and software products
- The company has a greater focus on honoring the history of the founder and the great work she did, making her a daily part of our company culture
- Brand advocates have an avenue for highlighting their accomplishments and earning their own positive press mentions
- Videos are added to email templates that account reps use to increase regional influence
- Though the ultimate goal of this project is not “more sales,” it has contributed to new sales and upsells
Find information on the award here.
Sarah McMullin 