Planning content for your company’s corporate or promotional video has a great influence on their quality and future success. All the details should be taken into account as the final product leads to the desired result whether it is customer acquisition or using within the branding campaign.
We’ve decided to introduce you the whole corporate video production process and explain it step by step in order to help you make right decisions, work in a team with our creative content creators and reach the goals set.
1. Setting Goals
This is the first thing you should do. Decide on what the purpose of corporate video production for you is and what aim you are going to reach. Just keep in mind that corporate video production for different purposes requires different approaches and different ways of content creation. Raising brand awareness, sales increasing, target audience attraction and encouraging the staff to adopt a new internal process is all not the same.
There is the simple rule for making corporate video objectives. They must be SMART:
It is often difficult enough to decide on what aim you would like to reach. Just try thinking about some problems your company currently faces or goals it hasn’t reached yet. Then decide on certain measures of success. This will help you identify how close you are to your objectives.
If you can’t measure the goals then there is no sense to set them.
2. Researching Your Target Audience
You should always know everything about your target audience and clearly understand all its features (location, age, and gender), preferences, problems, interests, likes and dislikes. The task of the content is to attract customers’ attention and to engage them. Your task is to have as much information concerning your target audience as possible.
The more information about the target audience the more creative decisions may be implemented in corporate video production.
3. Thinking on the Core Message
At this step we’ve already decided on the goals and target audience’s features. Now it is time to use it and think of what feelings, thoughts and emotions should the content cause.
Here are the main questions you should answer to yourself:
What do you want your audience to do?
What do you want them to think?
How do you want them to feel?
This is quite simple. For example, if you want to increase the sales, then you want your audience to make orders on your website or by the phone. If you want to increase the traffic to your website, then you want your audience to visit it after watching the video.
That’s how you get to know how to influence the customers by using corporate video: how to cause certain emotions and wishes. That will be the core message of the content.
4. Building a Video Strategy
Then you should build a strategy for your corporate video production, plan some of its aspects and decide on the next important questions:
In what way will the video be created?
How will the video be distributed and how will the audience find it?
How to reuse and repurpose the video in order to improve the ROI?
How to achieve all of this within the limited budget and deadlines?
5. Writing a Video Production Brief
Video production brief is an important document which serves as a guide during the whole production process. This is the way to ensure nothing goes off-track. A brief consists of all the information collected during the planning stage. It includes:
Video production objective(s).
Target audience and its features.
The core message(s).
Emotions, thoughts and actions needed to cause.
Budget and deadline.
The Video Production Brief writing is our joint task. You will be given an empty brief with all important questions to answer.
6. Developing the Creative Approach
As soon as we get your video brief we start getting prepared for corporate video production for your company. This is the stage when you should freely trust the professionals and let them do their job.
The first thing we start with is the creative approach developing which means creation of the main concept of the future video. Everything mentioned in the brief will be taken into account in order to develop a great idea for the video which will embody its core message, attract target audience and encourage them to certain actions.
The creative approach for the corporate video will make it special, non-standard and not like most others. Whatever the idea will be, the brief materials, including target audience preferences, will always be considered.
7. Writing a Script
Corporate video script is a kind of a text document which includes its scenario step by step. The script for a future video should be both natural, engaging, simple and easy-to-understand. It can also include some additional details, for example, location for shooting, actors involved, props to use or actions to be done.
If you are planning to shoot the corporate video at a specific location its description should be mentioned in the script. The Mira Production Studio team writes scripts for future video itself, but if you wish you may write it yourself.
8. Creating a Storyboard or Scamp
Sometimes the detailed script is enough to shoot a nice corporate video that is why creating a storyboard or scamp for your future video content is optional. This is a kind of painted mockup which schematically shows every frame. Creating a storyboard or scamp is necessary if you want to visualize the video before shooting.
A storyboard or scamp shows the whole picture of lighting, colouring, framing, transitions and many other detailed aspects of the future video. In order to visualize how the video will be shot we can make drawings, use stock images or stock footage. A storyboard or scamp will be used during corporate video production along with the script.
Creating a storyboard or scamp depends both on your wish and complexity of the video.
9. Planning and Scheduling the Shooting
This is the last part of the pre-production stage of the corporate video creation. At this stage we joint together in order to organise and schedule the shooting.
Planning and scheduling stage can include:
Securing a shooting location (can be both indoors and outdoors);
Getting a shooting crew together: directors, camera operators, lighting and sound technicians;
Casting actors for the corporate video;
Choosing and preparing equipment;
Ensuring makeup and costumes presence;
Acquiring all necessary licenses and permissions (if needed);
Contingency plans development for the case anything goes wrong;
Setting a timed plan of video shooting.
10. Shooting the Footage
Since the pre-production stage is over, detailed script and storyboard are ready and the shooting is scheduled, the direct corporate video production begins. As your tasks at this stage are finished then this is time to let the professionals do their job.
Of course, it’s alright if you or your representative would like to be present during the shooting. However, the script, storyboard and plan are so much detailed in order we had all necessary information to make your corporate video exactly as you want.
11. Editing the Video Content
Video editing is the next stage after filming. Once we have all the necessary video footage we can start compiling it in order to complete your corporate video. A skilled editor examines all the footage shot and select the best shots in order to use it in the final video.
Based on the core message, information in the brief, the video script and storyboard, editor combines your corporate film. The task of our skilled editor is to make short but informative edits, cut the video in the way to make it interesting, engaging and at the same time simple and easy to understand.
12. Adding Graphics and Special Effects
According to the brief, script and storyboard, we add some graphics and (or) special effects. Graphics and other special effects using is optional but sometimes certain kinds of corporate video require it. It can be done at the same time as editing or right afterwards.
Special visual effects make video be more lively, bright and dynamic. Sometimes they even make up the largest part of the video. Any kind of graphics can be used: animated characters, graphs displaying facts, a background transposed over the green screen and many more.
The main task of the special effects applying is to be based on the script and to look harmonious with the rest of the video.
13. Mixing Music and Soundtrack
Audio is as much an important part of the corporate video as the footage. The overall desired effect can be achieved if the music and sound effects match the video style and the target audience preferences. Properly selected sounds also make video more realistic and engaging.
It doesn’t mean you should use a popular and well-known song. Well chosen background instrumental or electronic music is also perfect for corporate videos and other kinds of video content. Sometimes it is also necessary to buy license for using certain music in the corporate video.
There are several criteria of the music suitable for corporate video. Well-chosen music should:
match the pace of the edited video;
comply with the mood and style of the video;
represent the core message;
be pleasant to the target audience.
14. Recording the Voiceover
The voiceover is a sound element widely used in corporate video production along with the music, soundtracks and other sound effects. It doesn’t mean that using the voiceover is obligatory but it must be written in the brief and script in the case we use it.
The main requirement to the voiceover is to match the footage and soundtrack. It should all work together. The voiceover artist should go with the target audience, be able to get across with the core message and have a pleasant-sounding voice.
A useful method of voiceover recording is taking several records. It will let the editor match the voice to the music and the footage accurately.
After all the stages are completed the Mira Production Studio team is ready to show the video and present the results of the project. The final video can be both shown in person or sent by the e-mail. The period of execution can differ and depends on the video complexity which is defined during the brief, script, storyboard, shooting planning and scheduling.