by Kelly Kass

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Before entering the world of corporate video and internal communication, Kelly worked in television production as a co-ordinator for CBS and Lifetime TV. She has also worked as a journalist for several New York City area newspapers and even dabbled in live radio news. When she's not writing and editing for simply-communicate.com, Kelly also works as a Freelance Video Producer producing webverts and highlights of communications conferences and seminars, as well as fundraising videos for not-for-profit organizations.

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You’ve just been asked to sex up the welcome session of a large pharmaceutical conference.  Your boss is looking for a mood setter; something to excite a roomful of 700 delegates who must then sit through 90 minutes of speaker presentations.  The solution ? A two-minute opening video.

This is just one of several ways by which you might come to commission a video - but before you launch yourself head-first into the world of production, stop and ask yourself a few key questions concerning its function and usage.

• Why is a video needed : what purpose will it serve ?
• What is the message, theme or point to be made ?
• Who will see the video ?
• When, where and how will it be viewed ?
• Will the material have a secondary use ?
• If so, will copies need to be made ? And on which format ?
• Exactly how big is the budget ?

Answering these simple questions at the outset will help you to focus on what you want a video to achieve – its content, its impact, its message.

However, it is the end-usage of your video that will determine how it should be made – the script, the production process, the aspect ratio, the stock and the equipment used during filming will all result from looking at the project from the following perspectives.  The answers you give will help to establish a number of factors critical to the production of your opus magnum; they will also highlight the elements to be included in your production schedule, giving shape and momentum to your commission.

 

Stage 1 - Why use video at all ? 

Video is best at the following :

• General messages, not fine detail
• Emotional stories and testimonials
• Capturing your people and personalities
• Presenting visuals to support your new product, process or initiative, adding credence and credibility 

 

 

Stage 2 - What is the message, theme or point to be made ?

• Are there elements of the production process (for example) that can be shown more easily than they can be described ?
• Will a video help the audience to understand what the new product or process will involve?
• Will it educate them in an informative and entertaining way ?
• Could it also help expose them to remote locations, affiliated suppliers, end users or practical applications of their product that otherwise they might not see ?

 

 

Stage 3 – Who will see your video ?

• Exactly who will see your video ? Will it be one small group at the conference or can the video then be rolled out to the rest of the company (eg via the intranet or DVD Duplication) ?
• Will it be seen internationally ? If so, will subtitling be necessary ?
• Examine the languages and culture in your organisation – will your video cross frontiers in a global company ?
• Is the theme of your video a universal one that all company members can relate to ?
• Which voice should you employ ? (formal, informal, authoritative, knowledgeable, etc)
• What sort of language do you want to use ? (engaging, humorous, informative, etc)
• Will the use of jargon or industry shorthand be appropriate ?
• Does the video fit with the company’s image ?  (For example, would a Pop Idol spoof work at a top Accounting firm ?)
• Try to match the style of your video to your audience and nudge them with its content; don’t shove them.

 

 

Stage 4 - Examine your viewers’ understanding of the issues concerned

• How informed is the audience ? Will viewers be vaguely aware of the issues involved or do they need a thorough explanation of the situation with background details ?
• What are the key messages that you want to put across ?
• How are these messages likely to be received ?
• Do they need additional clarification to prevent alarm or miscommunication ?
• What do you want viewers to take away, as a result of viewing the video ?

 

 

Stage 5 – Creative elements to consider

• Video Treatment - If you need help preparing a treatment, consider hiring a production company to do this for you.
• Video Style - Use the most appropriate style for your content
  • Drama
  • Comedy
  • Talking heads
  • Documentary
  • Presenter led
  • Voice-over led
• Stills - If you'd like to incorporate digital pictures such as product shots or company photos, make sure you resize them for video. 
• Graphics – Are there specific points that would be better made using graphics on-screen ?  (Perhaps your product has reduced the risk of cancer by 25% or maybe you want to list the two dozen countries in which it’s made a difference ?) 
• Animation - This is used to add motion and fluidity to a piece; it's also a great way to bring your theme and logo to life.
• Music - A soundtrack brings energy and emotion to a video.

• Basic Rules

  • Keep your video short
  • Remember : less is more
  • Present a beginning, a middle and an end
  • Show, don't tell

 

 

Stage 6 - When, where and how will your video be viewed ?

• In the office, on a laptop or in a conference room ?
• At home (say, via a DVD player) ?
• If so, will copies need to be made ? And on which format ?
• Will it be projected on a screen at the conference venue ?
• If so, you will need to look at the size of the audience and the dimensions of your venue to work out what sized screen (or screens) will be best.
• The screen size will determine the aspect ratio in which images are shot (eg 4:3 or 16:9) as well as the quality of imagery required. 
• Will the video be physically distributed to attendees on DVD ?
• In which case, you’ll also need to factor in duplication and packaging costs, as well as a design for the label, sleeve or case.
• Do you want employees to be able to access the video online?
• Perhaps you want to opt for video streaming ?  While it’s cheap, accessible and easily updated, beware of bandwidth issues; also keep your image size in mind. 

 

 

Stage 7 - Will the material have a secondary use ?

• Will the video you make be of use to other employees not attending the meeting ?
• If so, either the video’s content will need to be suitably generic for all audiences or you’ll need to shoot additional material that can be used to create a second version for your other audiences.
• Might the video be helpful for training staff or in the induction of new joiners ?
• A third version of your material might be required for these purposes.  By filming additional links and spending an extra couple of hours in the editing suite, your video might acquire considerably more mileage and added value.
• Can it be used externally ?  (Eg in advertising, for the press or at shareholders’ meetings ?)
• If so, you will need to produce material that is of broadcast quality.

 

 

Stage 8 - Budget

When you commission a video, remember that video production is a team effort requiring many skills - so you'll have to pay for all of the following :

• Scriptwriter
• Producer
• Director
• Production Co-ordinator / Assistant
• Camera Person
• Tape stock
• Make-up Artist
• Actors
• Editor
• Edit suite
• Graphics Operator
• The rights to any Music or Stock footage used
• Miscellaneous production expenses (meals, transport, etc)

 

Depending on the size of your budget, you may decide to use just some of the above and, these days, ever more clients are cutting costs, opting for more simplicity and less glitz.  Where once they might have chosen a top notch Graphics Op, companies are now realising that it’s easier and cheaper to create simple text graphics directly in the Avid or on Final Cut.  In addition, many co-ordinators now work without the help of a PA; at shoots, some PAs now take on the role of Make-up Artist; and more than a few Producers (like myself) even do their own shooting !

If you are playing with a decent budget, then why not go all out ?  Creating a great video with the kind of impact that stays in the minds of your employees is definitely money well spent.

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