How Aframe helped TELUS International
TELUS International, the global arm of TELUS, one of Canada’s top national telecommunications companies, is a contact center and information technology outsourcing business with about 17,000 employees in multiple countries. With service centers located around the world, and a lot of pre-conceived perceptions, outsourcing can be a tough business to promote, as TELUS International’s Senior Marketing and Communications Manager Jeff Gangemi explains:
“As an industry, contact center outsourcing is somewhat commoditized. There are hundreds of players, and most look at it as a cost-saving service – which is not at all how we approach the business. If you ask people to tell you what they think a contact center in Central America or the Philippines looks like, they tend to have a certain mental picture in mind, which is not always positive.”
What people see at TELUS International, which values employee engagement and loyalty above all else, is not what they typically expect – gorgeously designed, vibrant working environments equipped to the hilt with high-end amenities and bustling with enthusiastic, happy employees. “Our approach is to build strong communities in the areas we do business, and to create great environments for our employees, which leads to a much higher service level,” Gangemi noted. “When we get people to visit and actually see the quality of our operations, they’re many times more likely to work with us.”
As the head of TELUS International’s global video marketing team, Gangemi’s task was to recreate that successful experience of ‘being there’ with a video series of virtual site tours of TELUS International’s awesome facilities around the world.
The first video tours in the series focused on operational centers in Central America, Europe and the Philippines. Gangemi needed to produce them with a small, virtual, consultant-based team. For cost and convenience, he preferred to use local crews to shoot instead of flying a crew around the globe for each location. And for brand continuity and consistent quality, he preferred to work with a single editor, a virtual team member based in Bucharest, Romania. Gangemi himself is based in Vermont, with other marketing colleagues on the project based in TI’s global operational centers.
“In the past, we had hired local teams to shoot, edit and deliver the final product end to end, but there was a real variance in the quality of shooting and brand presentation from region to region. We wanted this series to have the same look and feel,” Gangemi noted. He also wanted to eliminate delays and risks of having each crew copy media to drives and ship them internationally to the editor - and simplifying the review process was also critical.
“We knew we needed to be able to centralize everything and work in the cloud – not just for this project, but as a way to globalize our workflow overall,” Gangemi said. TELUS International’s learning and development team, another virtual team within the company that regularly creates video materials, suggested that together they investigate Aframe. “It turned out to be exactly what we needed.”
Aframe’s cloud-based video collaboration platform enables TELUS International’s marketing department and learning & development teams to upload, store, share and collaborate on large-scale video projects, with browser-based access by team members around the world.
For the virtual site tour series, Gangemi was the overall project manager and set up the Aframe project administratively. As each local crew completed its shoot (logging approximately four to five hours of footage per location for each four to five minute piece), a marketing team member uploaded the footage to Aframe where Gangemi and his Bucharest, Romania-based editor, Stefan Leu, could review it and make selects. Leu was able to create rough cuts immediately, without waiting for drives to ship and clear customs, and/or media copying. Gangemi explained, “Stefan and I worked closely together during the edit process and used Collections in Aframe to keep everything organized. Having all footage in one central location is a huge improvement over how we used to work. It’s immediate, and everyone can get to what they need to keep the project moving.”
For review, executives and team members across TELUS International in all regions were able to access cuts from a PC, Mac or mobile device and provide context-specific feedback. Gangemi noted, “All of the initial reviewers gave direction by entering time-coded comments in Aframe. Stefan could just go through them and do everything at once. That’s a big deal. It simplifies the workflow so he doesn’t have to pull up email or spreadsheets to look at everyone’s comments. They’re all in one place. And it’s much easier for international stakeholders to interact with the project and the process overall.”
The virtual tour video series was TELUS International’s first significant Aframe project and is an anchor of a re-launch of the company’s web presence. In addition to posting the series on the site, Gangemi is also delivering the videos through a targeted campaign to key prospects that has so far delivered a 25% success rate. “Our strategy is to create high-quality pieces and maximize the use of them,” he explained. Aframe also helps on that front, enabling Gangemi’s team and their colleagues in learning and development to make better use of finished pieces and the wealth of footage they shoot, and share it across teams.
“When we work on any new video projects, we can now easily grab footage from past shoots and work it in. I just create a few Collections for the editor, and they can access them and make decisions remotely. It gives them much more creative control. Before Aframe, I would have to make all the decisions about shot selection, select all of the clips, upload them to an FTP server, have the editor download them and live with my choices. Aframe makes repurposing easier and more effective.”
Gangemi explained that, to his corporate marketing team, the key value of Aframe is the improvement in their workflow and the fact that it has enabled them to work globally much more effectively. “Aframe centralizes everything, and because it’s designed specifically for video, it gives us a more efficient process overall, with the ability to create Collections and keep comments tied to timecode. Storage is reliable and accessible. Working in the cloud means that we can work with any editor or crew, anywhere in the world, and they can all interact with projects throughout the process. Overall, having footage centrally accessible immediately, to everyone who needs to be involved, has totally transformed the way we work.”