Have you ever heard the phrase, “Your business is only as good as your team”? Maybe not, because we just made it up. Sure, we churn out some pretty awesome work (no bias here, whatsoever!) but what makes the biggest impact for Craf2m, is the relationship we have with our clients. Our team members are the center of that. Not only are they super talented and passionate, but they treat every client’s business as if it were their own – and that level of dedication is a rare quality to find. Every month, we’re going to spotlight something unique about one of our Craf2m team members. This month, we’re highlighting our Account Director / Super Cool Digital Guru, Chalease Linderman. No literally, she’s cool.
Chalease hails all the way from the snowy abyss of Alaska. Living in igloos most of her life, she’s new to the deserts of Arizona. For anyone who thinks Alaskans really live in igloos, they don’t, she assures. She defies the rugged, beard-wearin’, bear shooting, clam-diggin’, igloo-livin’ stereotype we’ve come to expect from the Alaskan reality shows. She loves fashion, is heavily involved with hip hop music, is a mom of two spunky girls, loves traveling to new places, and actually despises clams and fishing. Here’s a shot from her more recent excursion to Mexico!
Above all, she cares a lot about people.Before moving to Arizona, she helped volunteer for homeless and at-risk youth organizations, and spearheaded several fund development initiatives for Alaskan nonprofits. That same passion for helping people carried over with her to Arizona. The first two years of living in Prescott, she helped pull together the strategies of the now rapidly-growing teen center, The Launch Pad, as Marketing Chair. She’s worked with Yavapai Food Bank, Yavapai Humane Society, Prescott Creeks, and facilitated workshops for Women’s Empowerment Breakthrough. She truly cares about her community and the people living in it. “For me, I love making every day better for other people. From marketing projects, to buying someone a coffee behind me, to massive volunteer projects – I love it. I’ve learned that all the details count – no matter how big or small the gesture is. This same principle carries over to my work,” she says.
The level of drive and digital marketing expertise she has makes her an invaluable asset to Craf2m and our clients. She’s so much fun to work with, has a creative mind that always offers a unique perspective on every project, and is always transparent and honest. We’re excited to have her on board, and look forward to you all meeting her so you can experience what we get to everyday!
Bears, beards, and brewskis. This is what manhood is all about. Sprinkle in a dash of patriotism, rock ‘n’ roll music, and bro-tastic haircuts – now what do you have? John Hancock Barbershop.
We work with some pretty awesome clients, and we’re shining a spotlight on them to acknowledge the great work they’re doing in our community. Building a successful business means putting your customer first, and we’re proud to highlight John Hancock Barbershop this month.
In 2014, military veteran Grant Quezada moved back to Prescott, only to find there was no place that catered specifically to a man’s grooming experience. Sure, you could find a place that offered a decent cut, but it didn’t feel like anything special. It was that moment he made the decision to pioneer a masculine haven for Prescott’s men.
Quezada crafted a space designed to emulate a classic ‘man-cave’ experience unlike anything else. The result? A slam-dunk with all who enter. One look at their raving Facebook Reviews, and you’ll see they don’t just have happy customers – they’ve acquired a cult-like following in a short amount of time.
So what has created this type of loyalty? Grant chalks it up to John Hancock’s “Consistency and ability for customers to just come in and be themselves. Our quality of service, authenticity, and immersive experience has created a loyalty that’s rare.” One glance at their shop’s interior, and you totally get it. The barbershop exudes the classic masculine character. You’re surrounded by wood and metal textiles, there’s a shuffleboard and darts upstairs, televisions plastered on the wall, and cold beer awaiting guests. This is every man’s dream. In fact, a woman once entered into the barbershop with her husband and declared that she “felt like she was walking into sacred ground,” Grant reminisced.
Starting a business like John Hancock Barbershop can be a daunting task. A new concept in a specific market, with a unique brand personality, and starting from ground zero – it’s scary. “If you’re going to do something, go big or go home,” Grant advises. “Work hard, strive to provide better products or services than anyone competing against you, focus on your customers, and above all: pay attention to the details – they matter.” Boy, does his shop embrace this philosophy. His commitment to his customers supersedes anything else. He doesn’t just sell haircuts, he sells the experience. The environment and the culture he’s created, and the passion he puts into everything is what makes the difference for John Hancock Barbershop.
There are a lot of things that can take business owners away from their true passion, but for Grant, he’s more passionate now than ever before. “My favorite thing is connecting with and learning from the interesting men in my seat. These guys are business owners, government officials, community champions, and everyone in between. Being able to learn from them is incredible,” he says. “It’s also cool that our barbershop chair creates a way for these guys to network and collaborate in the future,” It’s these types of interactions that push him to pursue bigger endeavors. Like their upcoming expansion into a 9,000 square foot building in downtown Prescott by the end of this year. “There will be a full bar, barbershop, secret speakeasy, and even gun shop,” Grant gushes. “The goal is to make it the ultimate cornucopia for men.” Are you stoked yet?
Leave your professionalism at the door, gents. Sneak out of your dress-up tea parties with your daughters. Break away from the perils of everyday life. It’s time for some much-deserved ‘you’ time at the shop. Go and grab your favorite brewski, hang out for a bit, and enjoy being treated like the king you are. You can book your next appointment online – so skip the lengthy waits and soak up all the awesomeness that is John Hancock Barbershop.
This video was produced for our local High School as the centerpiece on a bid they entered to host the Arizona Association of Student Councils at the State Convention. Prescott High School entered the bid against 2 other schools and won!
To win this bid, we had to show more than just the beautiful scenery of Prescott, AZ. We had to show how much fun, diverse and spirited our community is, and through the eyes of our high school kids.
We worked on this concept with Alexa Rosdahl, head of the Prescott High School Student Council, and probably had way more fun shooting the scenes than all the students involved in the production :)
Client: Prescott High School
Producer/Writer: Craf2m and Alexa Rosdahl
Cinematography: Craf2m, Bruce Dorn, Alan Davis
Y Tire Sales is a tire and auto repair shop with multiple locations in the US. They’re proud of their history and wanted to produce a corporate brand video focused not on their products and services, but their story.
You’ve hear that “people buy your story, not your products.” This is a great execution that demonstrates that, to effectively connect with your audience, you shouldn’t focus too much on the features of your products and services, but rather on your story and the emotional benefits and solutions you offer to your customer’s problems.
This production was shot in two steps: first the interview, then a collection of b-roll footage captured around one of their facilities in Los Angeles, CA. In post, we first built the overall story by pulling the most compelling bits of information from the interview. Then we populated the timeline with masterfully captured b-roll clips to enhance the storytelling. Watch the resulting brand video:
Client: Y Tire Sales
Producer/Writer: Bruce Dorn
Cinematography: Bruce Dorn
Cinematographers Bruce Dorn and Alan Davis spent some quality time shadowing US Forest Service Hotshots this past summer “fighting fire with fire.” Readily upon their return we got busy putting together this video montage to tell their story.
This project was shot in 4k, so the challenge was not only choosing the best clips among hours of great footage, but figuring out the complex post-production workflow necessary to handle the images.
The resulting video montage gives us a glimpse on what goes on during a prescribed burn, with impressive details provided by the stunning 4k imagery captured by the cinematographers.
Client: Bruce Dorn
Producer/Writer: Bruce Dorn
Cinematography: Bruce Dorn and Alan Davis
We got a text message from our good friends at Captain Crossfit on Thursday asking if we could come to their 4th Annual 19 Hotshots Memorial Event that weekend and “just do what you can to capture some footage.”And of course we said yes!
Our goal was not to “just capture some footage” and cover the event, but also capture the essence of their brand, the “blood and tears” and hard work that their members put into their workout. And especially in this case, they paid homage and supported the families of the fallen 19 Hotshots who died in the 2013 Yarnell Hill Fire.
Want to build a strong brand? Support a cause that aligns with your core values and show your customers what your business is all about. Want to engage and build stronger relationships with your customers? Share your stories – especially through video!
Client: Captain Crossfit
Cinematography: Craf2m and Big Picture Video
Located in Prescott, Arizona, Synergy is a special kind of small business. A rare kind that takes “branding” very seriously. They understand that branding is more than just your logo and colors; it’s also everything people say about you when you’re not in the room. More importantly, they understand the importance of authenticity to create a strong brand. But how do you create an “authentic” brand? Make it all about YOU.
Their brand reflects their community-centric business foundations and happy healthy living core values. The execution of their branding is simple, visible and consistent. From the soothing office interior design, wall colors and decor, to the soft spoken, well-mannered front desk staff; every customer touch point is aligned with their brand guidelines and “feels” like its owner’s personality. Ben Wojciak, Chiropractor and Synergy’s founder and owner, is just like that. The kind of guy who lives and leads others to choose a happy, healthy lifestyle. He realizes the importance of bringing as much of his personality into his business to create an authentic and sustainable value proposition for his patients.
Chris Ducker, a successful entrepreneur and business coach often says: it’s a P2P world, not a B2B or B2C, where people want to do business with other people – not big faceless chains and brands. I believe that’s especially true for small businesses. As a small business owner and entrepreneur, you are in the business of YOU. Your story, personality, the things you’re passionate about and what’s unique, authentic about you are generally the key components and essence of your business. So make sure your brand represents not only your business foundations and core values, but also YOU!
This “About Us” video was produced to tell Ben’s story and personal journey into building Synergy Wellness Center, a business that means more than just a wellness center to him; creating a movement, a community of people who believe in living and inspiring a happy and healthy lifestyle.
Client: Synergy Wellness Center
Cinematography: Big Picture Video
The Center for Physical Excellence is a locally owned physical therapy practice located in Prescott and Prescott Valley, AZ. They specialize in helping people achieve major personal physical transformations through direct, hands-on, therapeutic treatments and training techniques. The owner, Laura Markey, is an experienced licensed physical therapist who is passionate about her business and actively involved in the Prescott area community.
Their motto “building on small victories” translates their commitment to serving their patients on an “individual needs” basis. And their 98.6% Patient Satisfaction Rating is an attestment to how deeply their foundational principles are ingrained in their business and culture.
Doing your best and fulfilling your promises is the only sustainable way to build a positive reputation and a strong brand. Their 98.6% approval rate is an attestment to how well they execute on their promises.
We created this “about us/brand essence” video for their website and Social Media channels, to create brand awareness and give their audience a look into these foundational principles and cultural values.
If you want to see more “brand essence” executions like this, check out these other examples: Comfort Pro Heating and Cooling and The Hike Shack.
Client: Center for Physical Excellence
Comfort Pro is a small heating and cooling company in Prescott, AZ . Their motto, “Excellence you can feel” drives their commitment to customer care, comfort and satisfaction, through skilled, friendly and quality service. I met Rob Kunzmann, the owner and founder, at a job site on a cool fall morning here in Prescott to capture some footage and an impromptu interview, that later resulted in this short “about us” video.
Our goal was to create a brand essence video to give people a clear and honest look at Comfort Pro’s core values and personality. You’ve heard that customers don’t buy your products, they buy your story. So, to tell Comfort Pro’s story, we had Rob basically answer three simple questions: when and why did you start your business, what do you offer and who is your target audience, and what motivates you to do what you do?
All your audience wants to know about your business is pretty much captured in the answers to these three basic questions. They are your business’s mission and core values: your Why, What and How. Ultimately, these answers are the foundation that make up your brand. That’s why it is important to communicate your business’s mission, core values and personality every time you engage with your audience, in every phase of your marketing lifecycle.
This video demonstrates how you can efficiently and effectively tell your story by answering these three simple questions. After that, remember to focus on delivering quality content and creative engagement to your audience, back it up by fulfilling your promises (products, services and experience), and watch your audience build your brand reputation and referral network (word-of-mouth) for you. It’s that simple!
If you want to see more “brand essence” executions like this, check out these other examples: The Hike Shack and Center for Physical Excellence.
Client: Comfort Pro Heating and Cooling