Westfield Insurance Company

Client Background

Founded in 1848, Westfield Insurance, previously known as Ohio Farmers Insurance, is one of the largest non-public companies in Ohio and is the largest employer in Medina County. In addition to providing insurance and financial services, Westfield has grown to become one of the top 50 property-casualty insurers in the U.S. and one of the nation’s top 10 suppliers of farm insurance. The organization also serves commercial and personal insurance providers in 19 states and offers surety services to customers in 31 states.

Westfield Insurance contacted Caler&Company to produce an educational video that would convey the advantages of its InVEST program. InVEST is a free, hands-on program designed to educate high school students about the possibilities of a career in the insurance industry. However, Westfield sought to extend their message beyond students and into the realm of independent insurance agents.

Logistics and project
management enabled all
those involved in
production to stay within
time parameters to help
expedite delivery of the
video within a tight deadline.

Time stamps and segmented
edits helped to assemble a
cohesive message to
persuasively deliver reasons
the insurance industry is a
great choice for graduating
college students.

Casual questions helped the
volunteer cast get comfortable
in front of the camera.

Living room-style lighting helped
maintain the casual atmosphere
to help keep the finished film
approachable and unintimidating.

Frequent sound checks assured
excellent audio levels for the
post-production mix.

The set was on-location at
Westfield and was simple
and professional.

Art direction maintained the
video's visual integrity and
professional credibility.

The writing team produced a
script and probative questions
which allowed for a
conversational approach in the
delivery of the message.

The Challenge

To accurately communicate Westfield’s message, Caler&Company interviewed agents, underwriters, presidents from insurance agencies, individuals from analytics and marketing departments, high school teachers, interns and students enrolled in the InVEST program to shed light and share opinions on what insurance means as a career.

Eighteen individuals were interviewed over two days and asked a variety of questions.

To ensure that all deadlines were met, a script, post and pre-production schedule, planning calendar and logistics document were assembled to assure that staging, set design, lighting, filming, editing and voice over were well-managed and on target.

A storyboard was created to bundle similar
messages in order to streamline the
editing process.

More than 6 hours of raw footage was
edited to 11 minutes of finished video.

The Outcome

With a well-organized schedule and planning calendar to help avoid any bumps along the road, Caler&Company provided Westfield Insurance with an educational recruitment video that clearly targeted the audience and articulated their message — insurance should be considered as a career choice for students and interns and that InVEST offers great benefits to insurance agents and carriers. Caler&Company edited down six hours of raw footage in order to produce the 11-minute educational video shown at an Independent Insurance Agents & Brokers of American (The Big I) in Washington D.C. and the Westfield Annual Homecoming Conference.

 

Click here to view the finished video.