Video Training That Generates Revenue: A Case Study from IBS

The magic of television takes many forms.

And when Integrated Building Solutions (IBS) approached Minneapolis-based StoryTeller Video Production with a challenge to transform their in-person NFPA 70E electrical safety training into an engaging online video series, the production team at StoryTeller saw an opportunity to put a unique and refreshing spin on traditional corporate and industrial training.

"Safety training videos often get a bad rap for being dry and difficult to sit through. And quite frankly, some of them are," says Ed Heil, CEO & President of StoryTeller. "We wanted to create something that would not only educate but actually engage viewers, so we drew from our backgrounds in television to make it feel more like watching a news broadcast rather than a typical training video."

The result was an innovative eight-part series that broke the mold of conventional safety training videos, featuring a professional host – and the knowledgeable team of experts from IBS – guiding viewers through essential electrical safety content in episodes ranging from 10 to 15 minutes in run-time.

The Challenge

IBS, a leading national building maintenance contractor specializing in electrical, fire, and HVAC systems, needed to make their crucial NFPA 70E training program more accessible.

“They wanted to scale their training capabilities beyond the limitations of in-person sessions,” Heil explains. “Sending representatives to conduct training across the country was effective, but it was limited in scope, so IBS wasn’t able to capitalize on the number of potential trainees who wanted to take the course.”

Moreover, the “on location” approach was time-consuming and expensive for Twin Cities-based IBS. By transitioning to an online video training series, IBS could reach more people more efficiently while creating a new revenue stream through their reimagined training platform.

But one objective was clear from the start: to be successful, the training series had to be as entertaining as it was informative.

"IBS has a huge commitment to safety training, so we knew we had to deliver something special," says Steve Mulholland, Creative Director at StoryTeller. "The challenge was finding a way to present technical content in a friendly, relatable format while maintaining the seriousness of the subject matter."

The Solution

Taking inspiration from their television backgrounds, the StoryTeller team developed an approach that would feel familiar to viewers: a broadcast-style format featuring a professional “anchor” host along with expert guests. So they cast Twin Cities actor as the series host to do much of the heavy lifting of delivering technical information while tapping into the passion and experience of IBS team members as subject matter experts to provide invaluable insights.

To manage production costs while maintaining high quality, the team employed an innovative split-production technique. The hosted segments were filmed in a vintage warehouse studio with a teleprompter, while the expert interviews were recorded separately in a green screen studio. In post-production, these elements were combined using a "double-box" graphic format similar to what you might see on the CBS Evening News or ESPN SportsCenter. The end result for the audience was a series of informative and entertaining conversations that looked and felt like live interactions between host and guests.

This creative solution allowed IBS experts like Matt Vernon (Project Manager), Nate Krell (Operations Manager), and Bryce Armbruster (Sales & Marketing Director) to share their expertise without the pressure of multiple takes amid a complex multi-camera shoot.

Instead, the entire series was filmed using a single camera. Footage of IBS client warehouses was used as scenic backplates behind the IBS experts, replacing the green screen to provide an “in the field” look to each episode. The series even opened with a special message from IBS President Paul Kelly, underscoring the company's commitment to safety training.

By featuring the enthusiastic IBS crew, the success of the series could be traced to one critical element: authenticity.

“We were thrilled with how the series turned out from a watchability standpoint,” Mulholland says. “No matter what the platform, audiences gravitate toward charismatic personalities and compelling stories – and the IBS guys offered just that. They were great to work with and they did a fantastic job delivering a wealth of content on camera.”

The Results

The final product successfully transforms complex safety training into an intriguing broadcast-quality series that maintains viewer attention while effectively communicating critical safety information. Each episode combines clear instruction with dynamic visual elements – including on-screen graphics, diagrams, and b-roll footage from worksites – all presented by industry experts in a familiar television format to keep viewers locked in.

"The Q&A format between Rusty and the IBS team created a natural flow of information that really resonates with viewers," Heil says. "We’re very pleased how we were able to embrace what has historically been an effective production style to make complex safety concepts more approachable and memorable."

The series covers essential topics including:

• Introduction to electrical hazard types

• Arc flash and electrical shock safety

• Hazard elimination

• Risk assessment procedures

• Personal protective equipment (PPE)

• Lockout-tagout procedures

Beyond the production quality, the series has proven to be a smart business investment for IBS. By transitioning from in-person training sessions requiring extensive travel to a compelling online platform, IBS has significantly reduced their operational costs while exponentially increasing their training capacity, transforming their safety training program from an expense-laden venture into a revenue-generating asset.

By leveraging broadcast production techniques and creative storytelling, StoryTeller helped IBS transform their safety training from a logistical challenge into an engaging educational experience that employees actually want to watch. The series exemplifies how innovative video production can enhance corporate training while maintaining professional standards and educational effectiveness.

"This project demonstrates the power of combining critical training content with engaging presentation," Heil concludes. "When you approach safety education with the same production values as you do with broadcast television, you create something that not only teaches but truly connects with viewers."