Corporate video production requires a lot of planning prior to the actual production. It also involves a great deal of patience, focus and creativity.
Remember, a corporate video speaks volume about the business. This is why the producer should have a clear blueprint on how to handle the process. Here are some of the basic guidelines that they should follow:
- The point of focus – A professional corporate video producer gives the viewer all the attention that they require. The producer can achieve this by focusing on the viewer and addressing their concerns so that the viewer can relate to the video. Clients need to see themselves in the video.
- Identify the target audience: A good producer should understand what kind of viewers the video intends to reach. Identifying the target enables the producer to address specific demands, so that the video can achieve the set goals
- Connect with the target audience: A good video needs to connect emotionally with the target audience. People get attracted to products and services that address their emotions and feelings at a personal level.
- Shared values: When a producer shares their views and beliefs with the viewers, confidence and trust in the product comes naturally.
Steps in the Corporate Video Production Process
When a corporate video producer takes on the production, the following steps should guide them so that the process runs smoothly.
- Collection of information
- Pooling ideas
- Picking a format
- Style selection
- Additional elements
- Post production
- Video distribution
Collection of Information
This information will assist the producer in understanding the kind of information they should communicate.
It helps them:
- Understand the reasons why the business wants to make a corporate video.
- Identify the aims and goals that the video should achieve.
- Identify the audience that the business intends to address by the use of the video.
- Identify the suitable method of packaging, distribution and delivery after the production.
All the parties should work together to evaluate all possibilities available for the project at hand. The ideas floated around should stick to a specific kind of corporate video. In essence, there are different kinds of corporate videos as shown below:
• Financial videos
These types of videos give information on company financial position, from a certain predetermined period.
• Marketing videos
These kinds of corporate videos are meant to woo clients or introduce new products and services.
• Brand videos
These are designed to give information about new brand names of products in the market.
• Product demonstration videos
They give customers guidelines on how to use certain products.
• Staff training videos
They are used to train or teach staff members on different things and internal departmental changes.
• Weekly, monthly or quarterly corporate videos
These are aimed at showing business developments.
• Safety videos
These are used to educate the staff members on how to respond to disasters and emergencies.
• Awareness creation videos
Their main aim is to pass new information, remind or sensitize clients about certain products and services.
Once the team has managed to condense all the ideas into one specific major project, a concept begins to form. The producer now comes up with a script, which should contain appropriate wording and message. The client can also give their input until they draft a final copy of the script.
To avoid any problems during budgeting, it is important that clients approve the script. In case the budget is not within the set limits, the producer should go back to the drawing board. Some producers advise the clients to allow the budget process to start early. This is because budgeting can be challenging especially for smaller budget productions. As you would expect, a high quality corporate video will need a good amount of resources. When coming up with a budget, here are some of the issues that the producer must consider.
- The length of the video determines the cost because the longer the video clip rolls, the higher the cost of production. Most videos are billed per minute.
- The length of the script also determines the overall cost of production. The scriptwriters must be paid too and if the script runs several pages, the budget will grow in return.
- The equipment that the video shoot requires also need special consideration. The cost of hiring cameras, the sound systems and the technical crew may differ from one project to another.
- Additional elements that the client may require in the video can affect cost, such as extra music, fancy graphics, sound effects and so on.
Picking a Format
After budgeting, the producer can now select a format for the presentation of the video. Different video projects come with different formats. A producer can even incorporate several formats in one video. It all depends on the client and the suitability of the format to the video. Formatting enhances the quality of the video because a bad format can ruin the entire message the video intends to pass.
Once the producer picks the format, they then selects a style that blends with the type of project at hand. A good style should identify with the business by portraying a personality. The emotions and feelings that the client wishes the video to portray in the eyes of the viewers should be considered.
At this point, the producer reviews the video project in a bid to figure out if the video requires any additional elements. The producer also evaluates the video concept to see if there exists any footage related to video project.
The concept actualized and all the materials and resources required are already on the table. The producer then makes plans and delegates tasks and responsibilities. During pre-production, the producer schedules the shots in an orderly manner. The producer then drafts a list of shots and storyboards in order to have a sequence of shots.
After drafting a list of shots, the producer then hires the crew needed for the video shoot. Crew members can vary in number but they generally include:
- The camera operators
- Sound technicians
- Light technicians
- Crew assistants
The producer then does casting and picks the best actors and actresses for the video shoot.
The producer proceeds to the shooting sites and scouts the area to ensure the location fits the video project.
The pre-production stage focuses on every small detail that arises before the production stage. This helps avoid unforeseen costs associated with alterations in the next stages of production.
Filming and video shooting takes place in the production stage.
At the production stage:
- The director should plan the shots properly in order to avoid taking useless footage.
- They should organize the set properly by ensuring that all the members of the crew understand their roles and responsibilities.
- They should have a proper understanding of the equipment so that only qualified people handle sensitive equipment.
- The director should respect the crew and actors to ensure that everyone feels valued and important in production of the video.
After the production, the producer should review and edit the entire footage. At this stage, they should only concentrate on the relevant and quality shots.
In order to come up with a smooth transition from one clip to the next, the producer should place the footage according to the script.
In case the video requires unique soundtracks or music, the producer uses should incorporate them at this stage.
Lastly, the video should convert the video into the already selected format methods so that viewers can access the video easily. Special features such as narrations and lettering and any other material that the client may need get included at this stage.
At this point, the distribution video is done according to method that the client and producer agreed upon. The producer begins packaging the video in readiness for delivery in forms of DVDs, flash drives, compact discs, and so on. Some clients may require the producer to upload the video on the business website so that clients can access it online.