Bechtel had an intensive, instructor-led training program for a Change Management initiative they were issuing company-wide. In order to make the content more accessible, and maximize the sparse time hard-working employees had, they were looking to totally overhaul the program. Open to technical and artistic decisions, Sage Media designed an educational approach that would excite their learners, improve policy adoption, and actually change company behavior.
What I Did
Media Modality Strategy
Custom Character Design
Built For the Company’s Unique Culture
Bechtel was handed a 50-page summary of which character types aligned most with the core values of their employees, which media modality was best-suited to their particular preference for learning, and which story arcs and character relationships would provide the most interest and usability as they continued to expand their virtual learning programs. Any instructional designer could take this document and apply the storytelling principles to their own courses.
The first step was to assess how global learners were consuming content, what was working, and what could be improved. Because time was a prized resource, and often limited, learners needed solutions that catered to their chaotic schedules – yet still be robust enough to elicit a behavior change. Content also need to be flexible to the delivery mechanism due to location, device availability, and bandwidth.
Based on the training objectives of the client, a number of interconnected story arcs were designed so that viewers could easily shift perspective to see things from the point of view of characters they identified with most. This helped make complex situations more understood, rather than oversimplifying the issues (which were anything but simple).
Each character was built into a conflict matrix: their complicated relationship made them both advocates and hindrances – depending on circumstance. This allowed for emotional investment into who these people were, rather than displaying caricatures of “personality types.” As far as the audience was concerned, these were real people with real, heart-felt problems.
The final product was a 50-page, comprehensive media strategy that any capable video producer could take to create incredible and compelling content. It discussed methodology, explained the motivation behind more innovative approaches, and pointed to external resources should the SMEs and IDs want more information.