At this point in your career, you’ve probably been involved in some type of video project for your company before. But perhaps you haven’t been asked to lead one before.
Until now.
Over the years, we’ve heard many clients share their challenges when stepping into a video project for the first time. We understand that managing video projects can be both exciting… and overwhelming.
So, to help ease the stress – here are my top three tips to take with you throughout this process.
1. Know Your 5 W’s
Before your kick-off meeting, try to identify the following key elements:
- Who: Define your primary and secondary target audiences. Let’s be honest, there is never really just one audience we are trying to target. Create a persona detailing age, gender, income, etc for anyone who would have eyes on the video content. Understanding your viewers helps tailor the messaging and relate it to your audience so they’re more likely to engage.
- What: Clarify your primary goal for the video. What action do you want viewers to take? Whether it’s making a purchase or donating to a cause, this goal will guide your video’s direction in every way.
- Where: Consider where the video will be used, and seen by your audience. Different formats suit different platforms. For example, a short, engaging video is ideal for social media – while a longer, more in-depth piece works well for events.
- When: Communicate your deadline. Projects typically take 8-12 weeks depending on the type, but urgent requests can be accommodated if you get started early.
- Why: Reflect on why video is your chosen medium. Identify what makes your story best suited for visuals, and determine what supplementary information can be provided in written format.
2. Know What You Want
Think about videos you’ve enjoyed recently – commercials, viral clips, trailers – and analyze what you liked or disliked about them. Pay attention to certain details like music, pacing, graphics, and the blend of photography and video assets.
Before your project begins, collect a few examples and note specific features you’d like to incorporate. For inspiration, check out lists of the top video types (Brand, Recruitment, Education, etc.) in your industry – i.e. “best government recruitment videos”. Or, checking out examples from our previous work is always a fun place to start.
3. Know What’s Coming
After the kick-off meeting, your production company should provide you with a crystallized creative vision by giving sample videos; imagery and mood boards; and providing sample graphics. They will also outline the requirements needed to properly execute the project; including the final scripts; and an updated project schedule; and incorporate all information to ensure a quality product on time and on budget.
We typically call this information the Production Package, and it is a key deliverable. It’s far easier to make adjustments to this document than it is after Post-Production editing has begun. It’s a signed document to ensure that both parties are comfortable moving into Post-Production.
A common question from our clients during this time is, “What do I do in the meantime?”
Here’s my advice:
- Share the meeting notes with key stakeholders to ensure everyone on your team is fully aligned. This is crucial to starting the project with clear information that the creative team can turn into a concept direction that your entire team is excited about and can utilize fully to reach your goals.
- Provide as much relevant information as possible – including brand guidelines, background on interviewees, potential filming locations, and your availability for production. Any key pieces of information that you think the creative team should know – share! There is no such thing as oversharing.
In summary: the planning phase is crucial, effective planning leads to a smoother production and lifecycle process. The more information you share, the better the process will be!
By: Cara Harbinger