Swanline Group

Swanline Group: Embracing Video Marketing

A Shift to the Digital Platform

For many of our manufacturing and trade clients, lockdown has meant a closure of their shops and showrooms, and cancellation of the events where they would normally showcase their services. Swanline Group commissioned us to provide a solution: a series of professional videos to make the transition to the digital marketplace.

Swanline Group is a trade-only supplier of paper based materials, print and conversion services based in the UK. Their purpose-built site in Stone, Staffordshire houses a range of specialist machinery, from lamination and screen printing to sheeting and die cutting machines. Swanline are dedicated to sustainability and innovation, and as part of that they also specialise in eco-friendly approaches to replacing single-use plastics. The Group required video content for three different marketing channels: an online exhibition in November where they would have a stand, their website, and the Swanline social channels.

As the goal of these videos was to make a lasting first impression on potential customers, we agreed early on it would be important to give viewers a look behind the scenes at Swanline’s production site, and see the impressive in-house equipment in action. To this end, we organised a COVID-safe filming day: our small crew, wearing masks and maintaining social distancing throughout the day, utilised both static and mobile broadcast-standard camera equipment to capture the minute details of all the different processes, as well as wider overview shots to illustrate the sheer size of the operation.

In order to represent the business in all its variety, the footage we captured on location was then edited into a number of different deliverables, spearheaded by a 3-minute overview film. In this film, Swanline CEO Nick Kirby and Director of National Accounts Judi Chapple introduce the business, and describe Swanline’s unique trade-only approach to the paper and packaging industry. The interviews with Nick and Judi are overlaid with some of the best footage from our filming day, illustrating further the wide range of services the Group provides to its customers. This film is both an introduction to the company and to the people behind it, allowing them to share their expertise and show how passionate they are about what they do.

To further enhance Swanline’s digital presence going forward, we delivered a series of seven shorter process videos, each focusing on a different service the Group offers: constructional design, screen print, digital print, litho lamination, sheeting, die cutting, and gluing and finishing. Each of these films features relevant footage of the machines and processes Swanline uses to deliver high-quality products to trade clients, allowing viewers to get a good idea of what they can expect regardless of whether they only require one service or all seven. The films are accompanied by a friendly, authentic voiceover, explaining the process and the machines Swanline has access to within their facility.

Both the overview film and the series of short process videos were met with positive feedback upon delivery. They were well received at the virtual conference, and will be used through other marketing channels for the foreseeable future.

Do you have a shop or showroom that can no longer rely on footfall during lockdown? Get in touch to find out how video can help make the transition to digital marketing as smooth as possible.

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