Telling a story through sound and pictures can have the greatest impact on your audience.  An effective corporate video has both heart and honesty, conveys key messages, and becomes a critical part of your integrated communications plan.

Choose video when messages are transmitted best through story-telling; or when the voices and faces of people drive the story line; or when the content is fundamentally visceral; or all of these.

Good story telling requires high production values. 

Simply put, get the very best images and the very best sound you can afford.  You want to be proud to show your video.

To utilize dollars well, the pre-production planning phase is critical.  Choose a good producer who can guide you.  In the pre-production phase, ask questions such as: what is the most efficient way to shoot our story? What style best fits the content? (i.e. scripted narration or documentary - “interview narrative”) What is the best way to make the dollars spent show up on the screen? Will special production techniques improve the effectiveness of the video?  (i.e.  3-d animation, Green screen shooting, TelePrompter, on-camera talent, studio photography, etc.) Pre-production costs should be 10% or less of total budget. Corporate script writing is often a flat fee that includes one major rewrite and two minor revisions.  To save scriptwriting costs, consider an “interview narrative” style.                           

The next phase of production is shooting.  Crew costs should be 30 - 50% of your total budget. (This does not include air travel, lodging, rent cars, etc.) An excellent photographer has sound and lighting skills. Each crew person works for a day rate, usually based on a 10-hour day.  Some crews work portal to portal.  When they leave in the morning, the clock begins and does not stop until they arrive home.  You will want to avoid crew overtime.  An efficient, realistic shooting schedule will maximize your shooting dollars.  Remember, when the crew is traveling from place to place, they are not recording images.  Minimize travel by bringing interview subjects to a central location whenever possible.  

The final phase is post-production.  Post production costs should be 40 - 70% of your total budget.  This is the most complicated and most critical phase of production.  You can make or break your project by skimping on costs here.  Again, you want the best images and best sound you can afford.  Here are some key questions to ask your producer. How will the sound track be finished? Can we afford a sound designer? (Sound design gives corporate videos a “movie quality.”) What type of special effects can we afford? Do we have money for paint box, 2-D, or 3-D animation? What is the best possible way to put the post production dollars on the screen? What is the budget for revisions?

The least expensive part of post production is dubbing in most cases. Dubs are usually priced according to length and quantity of copies.  The more you order, the cheaper the unit price. If you are giving away or selling copies of the video, you should budget money for artwork. People judge a video by its cover. Make your cover part of your message. Make the cover so effective the viewer will be motivated to watch the video and respond immediately. Choose 4-color printing for labels.  Utilize logos, photos, etc.

A word about bids: if you wish to get bids, draw up a specific set of specifications.  Cover these key items in a bid: shooting format:  SD (standard definition 4:3); HD (high definition 16:9); DV Pro; Crew make-up:  2 person, 4 person, 10 person? Number of shoot days; Travel costs; Content style:  scripted narrative, “interview narrative;” Post-production elements:  3-D animation; sound design, etc. Only through detailed specifications can you judge different bids.  Beware if you get a quote that is really low or really high. Ask for references and samples of work. Ask for a free brainstorming session with no obligation to move forward. Ask how the producer handles problems that might arise; the planning process; payment arrangements; guarantee to meet deadlines. 

To repeat the essential message here: get the best images and the best sound you can afford.  You want to be proud to show your video.

Build a relationship with a talented, experienced executive producer and director who will be passionate about your content, who will give their hearts to your project.

Only then will your audience do the same.

--Sara Ivey, November, 2008