The newsroom for Holland's biggest infrastructure company
Every great organization has tons of stories to tell. Especially organizations like ProRail; which is the biggest procurement organization in The Netherlands, responsible for building and maintaining the complex railway network of our country.
BUILD A RELATIONSHIP
EVERYTHING STARTS WITH A PLAN
Weekly editorial meeting
Storylane creates more than eight videos per month. The content is part of a broader content strategy that help the spokespersons in all their communication with the press. Furthermore, we produce a bunch of hygiene content that can be used on demand whenever it’s relevant.
REFINE THE FORMAT
CREATE COOL FORMATS
Almost all videos are based on numerous formats. Every week we have an editorial meeting to ensure the relevance and actuality of the videos. We mainly work through these 4 formats:
- Reactive format based on events, unexpected situations or interesting happenings.
- Project Updates:
- Update video about impactful project like the construction of a new station or the replacement of a railway section.
- F.A.Q. videos:
- Fun and factual videos that keep their relevance.
- ProRail Portraits:
- Showing the core of the organization; it’s people, their function and their work.
MAKE YOUR CONTENT LOOK GOOD
PRODUCE IT RIGHT
There is a dedicated team, which knows the format and what is needed to produce the different types of items. In case of a last minute request there is always somebody available to do the job. These items are often produced with a ‘one man army’. The camera is operated by the same person that does the interviews and will also do the edit – some skilled stuff hey?
MAKE YOUR CONTENT SEEN
DELIVER IT EFFECTIVELY
For every item we produce different versions, which are customized for the channel where it is shown. You can think of a shorter version for social media, an extended version for the ProRail website and a 10 second clip for ProRails’ Instagram page.