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Lights, Camera, Action … developing the plan
October 28, 2017
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If you are looking at buying in video skills to use as part of your marketing armoury here are some points which might help your approach.

  1. Plan

First you will need to think about what you want your message to be so you can decide how you want your video to be. If you’re struggling to define what you want to achieve with video content, try thinking about problems or issues in your business that could be solved with video. Also, how could it add value to your client experience and help differentiate you?  Thinking about the intended purpose and audiences will help you to think about how long should your video be? How complex does it need to be? Would it work best as an animated video, using live filming or a whiteboard video? Do you want it to include music or a voice over? What about special effects? The more detail you consider now, the easier it will be to develop your plan and get a more specific quote and identify the experience required from your potential partner.

  1. Research

Next you will need to research video developers and see if they can give you a quote. There are lots of video developers out there, so you may find that it is worth having a quick browse online to see if there is one which is more specialised in the style of video you are going for.  Look at their show reels and do you feel they can deliver on your plan. This is also the perfect opportunity think of any questions you might have. We felt location was a consideration for both parties, to minimise cost but also in terms of accessibility when working together, smaller follow up work may be easier too with a close proximity.

  1. Contact

Then you will need to contact the agency to give a short remit of the requirements and a request a quote. We recommend asking the agencies for examples of their previous work such as previous animations and screen demos which demonstrate something similar to what you are looking to have made.    We received very different quotations from blanket figures to more detailed breakdowns, and we understand it is difficult to provide a quote depending on how comprehensive the specification is.

  1. Brief

Once you have found a company which appears to be most appropriate for your needs, you will need to give them a detailed brief in the preproduction stage to discuss the process of your project. For one production company we worked with we are able to do this over the phone and via email and came up with a structured plan for the production time.  The agency might want to get more details around target markets, your key messages and the customer journey. You will both also create a brief, agree on scripts and plan a schedule according to the timescales you both agree for the post-production team. Your preproduction meeting will also create and design the storyboard and a script if your video will have one. Once these are approved, the production stage is almost ready!

  1. Production Stage

We worked closely with the production company during the production stage and we were glad to be there.  We had gone down a semi structured interview route and so we were able to guide the production company as to the key sound bites to be used in the final edit.  Don’t underestimate the input required at the production stage to ensure you have a final product you are happy with.

  1. Approve the demo

Here you will see and approve the first draft and make any necessary revisions, it could be some of the messages may be out of context and it is worth double-checking spellings if text is being used. Then the final approved video is mastered and delivered ready for use online and offline!

  1. Marketing roll out

Once it has been approved now is time to use in the way specified by the initial planning phase.  With such an investment not just in money but also time you want really use the video footage to set yourselves apart and could even include it an initial client meeting so they can meet the team, or in award entries.