How to Commission a Video for your Organisation
These days, video is a necessary piece of ammunition in your organisation’s marketing arsenal. Whether it’s your website home page, on a flat-screen in your organisation’s reception area or as a lead-in to a live presentation made by your sales team, you can look at video as being a calling card or an introduction to your business.
A video should reflect the values that your organisation embraces, the culture that you live by and set the tone by which your organisation operates.
All these facets can be a real headache to remember in the planning stages of the video. We’ve put together a checklist of the things you should consider along the journey towards commissioning a film. We’ll be happy to give you our opinions and help you ‘flesh out’ your ideas and concept and this is a perfect time to meet with us and talk about any videos you plan to have produced in 2017.
Our list explores:
If you head into your initial meeting with us with an idea of how you want to handle these areas of your video, you’ll make life easier for yourself and you're likely to save time and money too!
Make a list of everything that you feel should be covered in the video - everything that you feel the potential customer, investor or stakeholder needs to know about your organisation, product or service.
If you have no idea what your video should look like, a good place to start is with other videos (have a look through YouTube). Surely you’ve seen some that held your interest a lot more than others. What is it about those videos that kept your attention?
Remember, virtually everything is built on someone else’s good idea and videos are no exception. So, if you see something that really resonates with you, go ahead and ‘borrow’ it! (Bill Gates made a fortune following this line of thinking). Be sure to make notes of exactly what you like about the idea.
We’ll use your notes as a starting point. We won’t make something exactly like the original, but we can take the concept and incorporate it into your video.
If you’ve been able to develop a script that puts the aspects of your organisation into a structure that can be followed visually, you’re that much closer to the start of production.
Even if you don’t want a voice in your video, the video producer needs a certain outline to follow in order to present everything that you want to say about your organisation. If you just have a series of bullet points, it’s still a place to start and better than nothing.
If you feel that your organisation doesn’t have anyone on staff that can begin to develop a script, don’t worry, we can provide scriptwriting services.
You may be tempted to have your CEO or a high-ranking member of the organisation serve as the on-camera presenter in your video. In most cases this is absolutely fine. Most CEOs and executives are relatively comfortable talking on-camera about the things that make your organisation special.
However, strange things can happen to a person once that little red light comes on and the director says “action”. They’ll begin to sweat uncontrollably, look in the wrong direction, say ‘um’ and ‘er’ excessively or stutter like Porky Pig. You’ll end up taking forever to get a usable take of their address. This can be embarrassing to everybody involved.
Unless your designated presenter is a consummate professional when giving an address, you might want to think about handing the presenting duties over to a professional presenter. We can help you to arrange this, using our extensive network of contacts.
This is the overall ‘look’ to your video. It includes the titles, motion graphics, transitions from scene to scene – everything that makes your video look professionally produced.
You may want to include your corporate colours in the graphics palette, or make use of some of the graphic elements included in another video that you really liked.
Whatever it is, let the video producer know beforehand. Have some screen shots or other visual examples to show them so they can get a definite idea of what you’re talking about. If you have no idea what you’re looking for, ask the video producer to show you some examples to choose from. If you have them, this is a great time to introduce your brand guidelines.
Don’t simply leave it to the video producer to decide. Graphics take time to develop and integrate into a video. If you’re not happy with their decision, it will end up costing you time and money to change them.
You have only three real options for music.
If you think it would be cool to have Beyonce’s latest hit as the background music in your video, think again. You may be looking at months before you get official permission (and that’s not a given). We also guarantee that you’ll be initially paying through the nose for the pleasure as well as possibly facing royalty payments over a number of years.
Unless you’re a top FSTE company producing a high-profile video for the public, you’re better off not even pursuing the option of licensing commercial music.
In most cases you’ll find yourself choosing from the other two options, either a custom composition made to fit the visuals on-screen or stock music.
Custom compositions can add amazing production value to a film, but they can run into serious money as well. The composer you choose can set whatever price they think your organisation can afford - the higher the profile your organisation, the higher the price.
This leaves stock music as the most reasonably priced option. Stock music is extremely versatile and comes in a wide variety of styles and genres. Most video production companies have licensing arrangements with stock music providers. You’ll be able to listen to a huge sampling of music to pick the tracks that will best represent your organisation.
We hope this gives you some idea of the things that you should think about before you commission us to make your next video. It all really comes down to providing us with as much of a picture of what you want to accomplish as possible.
Everything else will develop from this point. You’ll be expected to give a ‘thumbs up’ or ‘thumbs down’ to their ideas along the way and act as the ‘executive producer’.
If you’re already thinking of the benefits of video to your company, contact us to schedule a meeting. It’s the perfect time to start putting together ideas for a video for 2017.