Allsup Motion-Graphics & Video Production
How powerful storytelling attracted new audiences
Background
Allsup, LLC has a 35-year history of innovation in Social Security Disability Insurance (SSDI) benefits for disabled employees and their employers and insurers. Over three decades, the company has achieved significant success in partnership with the disability insurance industry as well as name recognition and credibility throughout the Social Security Administration and on Capitol Hill.
Challenge
Despite being a market leader and innovator, Allsup had never aggressively or successfully entered the more profitable consumer space. Furthermore, their efforts to break in had created an inefficient and highly fractured digital marketing landscape. They needed to cut through the clutter and find a powerful way to connect with new audiences.
SERVICES
Strategy, Video Editing, Motion Graphics, Music Selection, Audio Enhancement, Talent Coaching & Management, Photography & Video Production, Video Production, Video Storyboarding, Scripting & Production
INDUSTRY
Insurance
Solution
Championing the idea that clarity trumps persuasion, Rhythm created an informative and engaging video that helped Allsup’s potential customers better understand SSDI (a complex and confusing program) and the helpful ways the company can provide free assistance.
By “telling instead of selling,” Allsup earned trust and gained business.
A Communications Challenge
Allsup faces a twofold informational challenge: They need to give consumers a clear understanding of their helpful services; however to do so their audiences require a knowledge of SSDI itself (a government benefit program that many are not aware of).
In addition, special care has to be taken when speaking with Allsup’s potential customers. They each have a physical or mental condition that prevents them from working, and many need a simple, easy to understand way of learning.
In Allsup’s case, the non-linear nature of a website did not lend itself to the task alone.
After performing user testing, Rhythm discovered that individuals who watched an informational video from a competitor could speak about Allsup’s services more confidently and in less time than those that only read through the website.
3 Keys to Success
During our planning sessions, we established three important design imperatives for Allsup’s new video:
1. It would be animated in a minimalist and sophisticated style.
This allowed us to create visual designs that were symbolic in nature and easy to understand, even for those with visual disabilities.
2. It would use a scripted voiceover in a conversational tone with empathetic and knowledgeable qualities.
On-screen text would be used to complement and underscore the voiceover, without recreating it word for word.
3. It would strongly connect with viewers in the first 15 seconds.
The video would also begin by acknowledging a wide array of disabilities, both mental and physical, validating the audience’s experiences and emotions.
The Write Stuff
We began by creating the information architecture and fitting it into a timeline for a two-minute video. This outlined what we wanted users to take away from the video, even if they didn’t watch to the end.
A script was then developed with the intent of quickly drawing users in and keeping them engaged. While the information was complex, our goal was to streamline and simplify the messaging as much as possible.
With the script in place we developed the storyboard, which included imagery, animation and on-screen text.
Designing to Deliver
We began by creating the information architecture and fitting it into a timeline for a two-minute video. This outlined what we wanted users to take away from the video, even if they didn’t watch to the end.
A script was then developed with the intent of quickly drawing users in and keeping them engaged. While the information was complex, our goal was to streamline and simplify the messaging as much as possible.
With the script in place we developed the storyboard, which included imagery, animation and on-screen text.
Supporting The Customer
The video’s design motif and colors reflected the company colors and logo. Special attention was also made to the character representing the client, who was always seen supporting the main hero of the narrative, the customer.
Staying In Tune
When selecting the audio track, we needed a music bed that supported the video without overpowering it. We also endeavored to create a warm and personal feeling with the music, very much the opposite of typical corporate videos.
Our music of choice was composed with real instruments and avoided electronic or overly symphonic sounds. Given the nature of the narrative, we ensured the music slowly gained intensity as the video progressed.
Results
While their new video has just been launched, Allsup has gained a powerful tool that will help them reach and engage potential customers for many years to come.
