A branding video (1-2 minutes) that will live on the company’s website is being suggested for local electrical distributor, Yale Electric Supply Company. Since the company does not boast a social media presence at this time and does not have the budget to purchase advertising, an email featuring the video will be shared with current and past customers using the company’s database.
Yale Electric Supply started as a mom-and-pop store in the 1940s, but today boasts 10 stores in Central Pennsylvania that sell lights, panel boxes, breakers, conduit, fixtures and wire. The company, with about 300 employees, serves both residential and commercial customers; however, 70 percent of its business is commercially focused.
Primary clients are commercial electricians who work in Central Pennsylvania on warehouses, new home construction and renovations, businesses and garages. These customers buy a wide range of electrical products in varying quantities, based on their project needs.
Price and service are key. Yale’s team has the ability – and flexibility – to customize prices and products/services to meet client needs.
Super Service. For more than 70 years, the company has been focused on the relationships it shares with its customers, delivering exceptional service and competitive prices.
This two-minute branding video for Yale Electric Supply uses a creation myth to convey the brands content points. It tells the story of Yale Electric’s founder – Yale Evelev – and focuses on his evolving desire to help others harness a super power – electricity. From his dream of being a super hero as a child to becoming the owner of a business focused on super service, Yale Evelev always knew that helping others is what really matters most. And that’s why his company, Yale Electric, has been around for more than 70 years.
Yale Electric: “Super Service” 1 minute
|1.||INT. – DINING ROOM – DAY
Wide Shot (WS) Three-year old boy, YALE, watches dad changing out a light switch.
|VO: Yale Evelev always wanted to be a super hero.|
|2.||INT. – KITCHEN – DAY
Medium Shot (MS) of Yale as he watches his dad install an overhead light.
|VO: At the age of three, Yale believed he had a super power – the ability to harness electricity.
|3.||INT. – KITCHEN – NIGHT
MS from behind of Yale in kitchen pointing at ceiling light once and it comes on; again and it goes off. He is wearing his dad’s blue sweatshirt with the word “Superconductor” written on it in marker.
|VO: Yale would move through his house, turning lights on and off by simply pointing.|
|4.||INT. – LIVING ROOM – NIGHT
WS of Yale’s dad turning light switch on and off behind a dirtied Yale, who is pointing at an end table lamp.
|VO: Or so he thought…|
|5.||FOUR YEARS LATER
INT. – LIVING ROOM – DAY
MS of seven-year-old Yale catching his father turning the light switch on and off.
|VO: In time, Yale realized he didn’t have a super power…but his interest in electricity never dimmed.|
|6.||MS of a children’s TV show about static electricity – showing how touching a cat and then someone else can shock them. Scene is dirtied by Yale watching TV.||Sounds of the TV show in the background.|
|7.||MS of Yale walking up behind his mother, touching her and shocking her. She jumps; Yale smiles.||Sound of static shock. Mother gasps.|
|8.||EIGHT YEARS LATER
INT. – YALE’S BEDROOM – NIGHT
Close up (CU) teenage Yale reading “Electricity as a Super Power.”
|VO: As a teenager, Yale started studying how electricity could help others.|
|9.||INT. – HIGH SCHOOL CAFETERIA – NIGHT
MS of teenage Yale posing for a photo. He is smiling broadly, holding a blue ribbon and standing beside his electrical experiment. Camera flash goes off.
|VO: He won several blue ribbons for his science fair projects, further lighting his passion for electricity.|
|10.||FOUR YEARS LATER
INT. – DAY – TRADE SCHOOL CLASSROOM
WS of Yale seated at a table with other electricians while instructor maps out electrical current information.
|VO: After graduation, Yale became an electrician apprentice, so he could help others light their homes.|
|11.||ONE YEAR LATER
INT. – DAY – IN A CUSTOMER’S HOUSE
CU of Yale getting a decent jolt of electricity as he installs a lighting fixture.
|VO: Here, he learned that four things could stop this from happening…unavailable parts, high prices, poor customer service and…forgetting to shut the power off.|
|12.||FIVE YEARS LATER – 1940
INT. – YALE ELECTRIC STORE – DAY WS
of Yale, wearing a blue and gray company shirt, behind the counter looking at an electrical fixture with a customer.
|VO: It was this shocking realization that led him to create Yale Electric. For Yale, there was no job too small, or part too hard to find, and he became known for flexible pricing, custom orders and hard to find parts.|
INT. – YALE ELECTRIC STORE – DAY
WS of the stores counter with a photo of Yale on the wall in the background. The photo shows Yale standing outside the store when it first opened. Workers in updated gray and blue company shirts pass by the photo periodically as they work behind the counter on customer orders.
|VO: A lot of changes have occurred in the electrical industry over the past 70 years, but today Yale’s dream carries on…|
|14.||Grey screenBlue font: Yale Electric Supply Serving the community since 1940||VO: As well as his understanding that a true super hero is someone who is simply willing to help others.|