Bulk in ICE
Launch Campaign
A sizzle video that built excitement for a major workflow change before training ever began
Video
Simplified
Year
Cox Communications introduced Bulk in ICE, a major enhancement that allowed Residential Sales representatives to service Bulk customer accounts directly within ICE instead of switching to the legacy ICOMS platform.
To support the national rollout, I created a "sizzle" video that introduced the new functionality, highlighted its benefits, and built excitement ahead of formal training. Rather than explaining every workflow, the video focused on why the change mattered, helping employees understand how the new experience would simplify their jobs while creating new opportunities to better serve customers.
Large system updates often generate uncertainty before they generate enthusiasm.
The introduction of Bulk account functionality represented a significant workflow change for Residential Sales teams. Previously, agents had to leave ICE and switch to ICOMS whenever they needed to service Bulk customers. This created extra steps, increased training requirements, and limited opportunities to sell additional services such as Cox Mobile.
The communication challenge was introducing the change in a way that created excitement while keeping the message concise and memorable.
I led the creative development of the launch video from concept through final production.
After reviewing the rollout strategy and readiness materials, it became clear that employees didn't need another training video. Formal training would already explain how to use Bulk in ICE.
What employees needed first was an answer to a different question:
That insight shaped the creative direction of the project. Instead of walking through screens or demonstrating workflows, the video focused on communicating the business value of the new functionality.
The video was intentionally designed as a teaser rather than a tutorial. Its purpose was to build anticipation before launch by emphasizing the benefits employees would experience on day one.
Key messages included:
- Bulk customers can now be serviced directly within ICE
- Agents no longer need to switch between ICE and ICOMS
- Bulk customers can now purchase Cox Mobile through Sales
- The overall servicing experience becomes faster and simpler
- Customers transferring into Bulk properties experience fewer service issues
These messages aligned with the overall rollout strategy while supporting future training and communications.
The animation style focused on momentum and excitement rather than technical instruction. Visual techniques included:
- Fast-paced transitions
- Dynamic typography
- Branded motion graphics
- Icon animation
- Sequential message reveals
- Bold callout animations
- Product-focused visual hierarchy
Rather than overwhelming viewers with details, every animation reinforced one core message:
One of the biggest challenges was simplifying a feature that affected multiple business areas. The rollout introduced improvements across:
- Customer onboarding
- Account management
- Mobile sales
- Customer transfers
- Sales workflows
- Agent productivity
Instead of discussing every capability, the video distilled these improvements into a few memorable takeaways that employees could easily retain before attending formal training.
The video followed Cox's established visual identity while adopting a more energetic presentation style appropriate for a launch announcement. Design decisions emphasized:
- Bold typography
- Bright accent colors
- Motion-driven transitions
- Clean iconography
- Strong visual hierarchy
- Product-focused imagery
- High-energy pacing
The result balanced professionalism with excitement, encouraging viewers to look forward to the upcoming release.
Although promotional in nature, the video supported Cox's broader change management strategy. It complemented the rollout plan by increasing awareness before formal training, reinforcing the key benefits employees would experience, and directing learners toward additional readiness resources as launch approached.
The communication strategy aligned with the larger implementation effort that included pilot groups, sales training, MainPage updates, and phased communications leading to the national launch.
The completed sizzle video served as the opening communication for the Bulk in ICE launch campaign. Rather than replacing formal training, it introduced the initiative in a way that quickly answered the most important employee question: "What's changing, and why is this better?"
The final video helped build awareness around:
- Bulk customer support within ICE
- Reduced reliance on ICOMS
- Simplified agent workflows
- New Cox Mobile sales opportunities
- Improved customer transfer experiences
- A more streamlined servicing process
This project reinforced an important principle of change management: not every communication needs to teach the process. Sometimes the most valuable communication simply creates understanding and excitement.
By focusing on why the change mattered rather than how it worked, the video complemented the larger training strategy and helped prepare employees for one of the most significant workflow updates within Residential Sales.
It also strengthened my ability to collaborate across change management, communications, and learning teams to produce content that supported organizational adoption rather than simply announcing a new feature.
Protecting Client Confidentiality
Throughout my career, I’ve partnered with organizations across healthcare, financial services, technology, and telecommunications to design learning experiences, digital products, and communication campaigns.
Because much of this work contains proprietary information, internal processes, or confidential business content, the portfolio examples presented here have been selectively edited. Rather than displaying complete courses or full project deliverables, I’ve included representative sections that demonstrate my design thinking, creative approach, and technical execution while honoring the confidentiality and trust of the organizations I’ve worked with.
Protecting client information is just as important as showcasing my work.