the #Video101strategy playbook The complete guide to everything to consider for your next corporate video production… Written & Developed By The Video #101 Strategy Playbook by NYC Video Pros 1st Edition Where to start producing video… .........................................3 Your Brand ............................................................................4 Pre-Production ......................................................................5 Location. Location. Location. ...............................................6 The Sound ..............................................................................7 Dynamic Interviews ..............................................................8 Graphics .................................................................................9 Story .....................................................................................10 Maximizing ROI ...................................................................11 Who’s Your Audience? .........................................................12 What’s Your Style .................................................................13 Intro Where to start producing video… You’ve decided to take the plunge it’s time to produce the next corporate video. Well, there’s a lot to think about - but we have you covered in this #Video101 Primer! From identifying how to represent your brand, developing the creative concept, figuring out where to shoot your video, the angles and in what style there are many decisions and aspects of the production to prepare for and keep in mind as you plan. Well, we’re here to help and this guide is going to take you through all of the steps to get started with your next corporate video production project. We are going to cover everything! We’re talking about the style of the video you want to produce, the technical requirements for a polished production, and a variety of other important factors that drive the corporate video production process. On the following pages you're learn everything you need to think about when producing corporate video including: 1. Your Brand 2. Pre-production 3. Location 4. The Sound 5. Dynamic Interviews 6. Graphics 7. Story 8. Reusability 9. Audience 10. Style Further Resources Have further questions about producing your next corporate video production we welcome you to visit our website at http://www.nycvideopros.com to read our blog about video production and to learn more about our services. Chapter 1 Your Brand How video can tell your story… When it comes to developing your PR & marketing plans, or your content marketing initiatives, video is an important part of the conversation. A well-produced video can help your organization to tell its story - whether that is to drive business, educate supporters, introduce the organization, a new product or initiative. However you set out to integrate video into your efforts, the bottom line is the video content that you produce is a reflection on the organization. Similar to traditional printed collateral - think business cards & brochures - any video that you produce is a representation of the organization, the brand, & it communicates a message about your business that needs to be strategically identified. With all of that in mind, despite the “The bottom line is despite perceived ease of capturing video in today’s today’s advances, smartphone world, the reality is producing video for the organization requires attention don’t get swept away to detail. In order to capture video that is by the technology. representative of the professionalism that ” your organization embodies, you need to focus on a litany of elements: from shooting style and location, to audio, lighting, narrative, and graphics among many others. The bottom line is despite today’s advances, don’t get swept away by the technology. When it’s time to integrate video - like with traditional marketing strategies - it’s important to think about your brand. Develop a plan, capture content that focuses on (no pun intended) your message and ensures that the video you publish will effectively and professionally tell the organization’s story. Chapter 2 Pre-Production A good tailor measures twice, cuts once Now, we turn our attention to a key component: pre-production. All good video productions from the smallest scale all the way up to blockbuster Hollywood productions start at the same place - in pre-production. Think of pre-production as sitting down to the proverbial table with an architect and defining what you want that new dream home to look like, the features you want to include, and the style that you envision. So, first of all, let’s start with the goal of pre-production; which is to define and provide a guideline to your forthcoming video production. It’s a crucial part of the video production process, which will ensure that your video production team knows what your vision is, and how to bring that vision to life during production. When it comes to producing a quality corporate video production this is a crucial building block. Specifically, for professionals in PR & marketing; pre-production is crucial to ensure that the video you are producing is on- message, & ties in with the campaign at hand. Regardless of the type of video, you are looking to produce pre-production will go a long way to identifying all of the elements that will result in a polished video. Since your corporate video is a representation of your organization, it’s important to approach the entire production with attention to detail to ensure that finished video is a professional representation of your brand. While every production will vary - there are a multitude of questions that your video producer will review with you during pre-production. These questions, which will guide the production and help develop your concept. These guiding questions will range from the style and voice of your production to key messages and visuals to capture during production. A thorough and collaborative pre-production process will ensure a successful production that results in a professional and well-produced video that captures the initial vision. Chapter 3 Location. Location. Location. Shoot your project in studio or on-site? Location is something that will actually impact both of the other areas we have already discussed - as it will shape the perception of your brand and as such you’ll want to plan and identify location options during pre-production. Location is a critical component of the discussion surrounding your video production - it dictates the look and feel of your project, it conveys important subtle messaging, and of course, it can impact the logistics of the video production. The first question you will need to address when it comes to location is if you should shoot your video in a professional production studio, or if it should be shot on-location. Both avenues have their pros and cons. Once you have determined what makes the most sense for your project - then you can plan and determine the best options for your video production. For example, if you’re shooting in Pros Cons studio do you want a formal set, a In-studio Dedicated Often generic setting; news desk, or a straight black or white production space no branding elements background. If you have opted to shoot on-location then at this stage Sound proof Requires all involved to you’ll be able to identify shooting environment travel to the studio locations to support your video Can have additional production. budget requirements The age old question when it comes to location is “what’s better?” The On-location Can capture brand Possible natural sound answer is that it depends on the goal of elements issues your production. Where to shoot is Dynamic shot Has a temporary often best answered during pre- options impact on location production when thinking about: usage messaging, look & feel, accessibility of Can showcase the talent, & options for shooting B-roll. organization Regardless, of where you plan to shoot your next video production project - doing your homework will pay off. Knowing about location options, and being mindful of the various benefits of each will ultimately aid in the development of a successful production. Chapter 4 The Sound Clear crisp audio drives your production As we start the fourth in our ten part series, we turn our attention to audio and the sound of your production. In this series, we’ve already touched on location, and those elements to be mindful of when representing your brand, and doing your homework during pre-production…now your next video production will be composed of two primary components; video and audio. Let’s take a look at what goes into ensuring the sound tells your story. Often times audio is a seamless part of the experience, which audiences take for granted because it’s expected as part of a polished production. Ultimately, in thinking about the sound of your production, you’ll be able to plan correctly and ensure it’s professionally captured, allowing your audience to focus on the story you're telling in the video. Since audio makes up half of any production, if done poorly it’s abundantly clear and can ruin any production. From being too low to having noise in the background, or being of poor quality, which could mean static or distortion. However, with the right attention to detail, captured professionally - it seamlessly blends in with the story on screen and draws the audience in and engages them. Beyond dialogue, sound can be used in a number of different manners to drive a story forward