1) Define Goals
Defining realistic goals is the most important step of creating video content. Clear goals are the key to making sure video content achives a return. We will help you define these goals and make the entire 15 step process easy to understand and implement. Asking questions like: What is the viewer's reaction? How will we engage the consumer upon hearing our message? Where will the consumer go, website, phone, Facebook?
2) Research Audience
Knowing your audience is the key to reaching them with a unified message. Many companies already know who their audience is through focus groups, questionnaires and surveys, we help you define how to create a strategy to connect with them.
3) Determine messaging to engage audience
Some audience groups are only inspired by certain kinds of messaging. Baby boomers may like more factual based advertising messages, while millennials prefer more indirect and fun messaging. Determining the best way to engage your audience helps guarantee success.
4) Build production strategy
Now that we know who are consumers are and what we want them to do, we need to define the best strategy to reach them. Should the video be more informational, more creative, out of the box funny, stir emotions, testimonial or other. Knowing which strategy will be best to move the consumer to action will effect all production steps going forward.
5) Develop creative idea
With knowledge built from the strategy phase, creating an attention-getting idea to break through the noise of other advertising is paramount. We will look at your competitors and other successful video campaigns. What has stood out. What has not. Our expertise will help you define what is your best creative idea to be successful. Project budget will also be defined.
6) Write scripts, storyboard
Writing compelling scripts is an artform. Getting a professional to write them is a must. A professional writer can craft words in actionable content while providing memorable content and taglines. Once dialog is written a shot list and storyboard is made. Usually sketched by the Director of Photography, the storyboard will show possible shoot locales and angles in great detail and will likely be followed closely on the day of shooting. Because it is inexpensive to change ideas on paper, this is an incredibly important step to ensure a production stays on budget.
7) Plan shoot schedule, hire talent
Planing a shoot involves scheduling camera, lighting, sound and makeup personnel and equipment. It may also include finding a perfect shoot location, special wardrobe, craft services, props, set construction or more. Casting the right talent to convey the creative approach is also involved.
Shooting is the culmination of all the steps above. Proper planning and execution to achieve a beautiful look, consistency and impeccable sound recording is best achieved by careful coordination. The Director of Photography will be in charge of making sure shots are framed, lighting is correct and content is captured. Even though this is the busiest day of any production, it is a relaxed environment because of proper planning.
9) Video edit
The video edit is completed by a skilled editor who knows how to looks through footage, pick best takes, control flow of scenes and add other elements to create a finished 1st cut. During this process, the editor may output a couple different editorial visions to be picked from. It is at this point that the client receives a 1st cut version to view. Options are discussed, some revisions may be made, until a final cut is agreed upon.
10) Add moving graphics, color grade
Now that a final rough edit has been agreed upon, any graphic elements like moving text or animated product are added. Finally, the footage is given its final polish with color correction/grading to enhance mood, smoothing, fix product color variances or color differences between scenes.
11) Record announcer
If an announcer is required, type, sex, and voice quality are discussed. Voice demo are forwarded to listen to. Once agreed, the voice is scheduled for record in our studio or fed in from another city. The sound engineer will edit the final voice, fix mouth noises and sync with final video.
12) Sound edit and mix
The final sound mix to picture will take place in our studios. This is where additional SFX, Music, Announcer and on-camera dialog is mixed together to create a compelling sound track.
13) Output final video formats
Output formats are discussed and final video/audio files are output. Broadcast files may require special delivery specs. Social media output and cropping is done here as well as closed captioning. The clients are sent any file types requested. Multiple versions with special phone numbers or web addresses are made.
14) Measure results
Whether airing on social media or TV, certain special codes and metadata can be inserted into spots to measure viewership. Results measurement may be easier by using multiple toll free numbers, certain promo codes, click types, analytics tools on Facebook and Youtube or customer feedback.