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FOREWORD
With the proper planning and
organization, producing a video can be a fascinating, complex and enjoyable experience. With the production
company and the corporate client working together as a team every step of the way, everything should fall
easily into place and the outcome is a powerful marketing, sales or training tool that can quickly pay for
itself many times over.
Unfortunately, it doesn't always turn out this way, as
many clients are unsure as to the video production process ‑‑where to begin, what steps to take to finish the
project, how to get a singular message across so that the video works for you and creates the desired
response from its audience. This booklet has been designed to relieve those anxieties and eliminate any
confusion that you may be experiencing about creating your own corporate video.
By requesting this manual, you've already taken the first ‑‑and most important ‑‑step to
learning the video production process.
Planning Your Corporate
Video
Step One ‑ Determine the purpose of your
video.
Any effective communication is determined by its clarity
of purpose. Your corporate video should be created to convey one single message, promote one single product
or service, or express one singular idea or goal. The key to a successful video is keeping it simple and
limited to a solitary goal or intent. A cluttered, disorganized video will leave the audience confused,
antagonistic, or wary.
The video production process begins by choosing the purpose of your video. How do you want
your target audience to respond? What are you trying to
get them to do? Do you want them to buy more, do more, work faster, sell more, spend more
money? Define your video's purpose and how you want your audience to react. Then, write it
down in big block letters and tack it up all over your office, desk, calendar. Keep it in mind through every
step of the production process ‑‑it is the most important part of creating a successful
video.
Remember, if you lose track of
your video's purpose, so will your audience.
Step Two ‑ Define your target
audience.
Who's going to see your video? Clients or
Employees? Sales and Marketing Managers or Corporate Executives? Company Presidents or
Office Assistants? Are they young? Old? Ready to act now? Or indifferent? Although videos made for each of
these target audiences might convey the same idea, their style, message, content, mood, and even quality will
likely vary.
Define your target audience and then do a little research as to what motivates
them. Your selection of settings, music background, flashy special effects or simple straight
cuts and fades will be geared towards what your target audience wants to see, what makes them pay attention and
listen, and what their internal motivating factors are.
Which will, of course, affect your video's
budget.
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