As a reader, you already know video is an efficient and effective way of communicating your message. You have a camera or smartphone in hand and excited for your first video. Everyone’s pumped but where should you begin?
With video, as with most projects, start with the end in mind. Who do you hope will watch your masterpiece, where will it be seen, and what outcome does your organization truly want?
At CIESC, we’ve created hundreds of videos and they all start with the same document.
1. Determine Your Audience and Focus
Knowing your target audience is the most important aspect of a successful video. Define who will be consuming the content and identify their concerns. The more focused you are on your audience (ex. family with children under 5 who live outside your district), the more effectively you can communicate with them.
2. What is the Central Theme?
Would you like one theme to be carried throughout the video? Are you building off of an organizational tagline? A theme can help connect a single video into an overall campaign. If you don’t need a theme, that’s fine, move on to number 3.
3. What Topics will be Covered?
This is what you’ve been waiting for. The meat and potatoes of your concept. Will you cover one topic in depth, or glaze over several points? Create a list of what needs to be in your video.
4. Who is the Talent?
Do you prefer voiceover, interviews, or on-camera segments? Voiceover will need to be scripted and approved before being sent to the pros. Interviews can provide heartfelt, real-world insight that’s more natural then VO, however, you never know what will come out of someone’s mouth! Talking directly to the camera gives a face to the name for many CEOs and superintendents, but they need to feel comfortable in front of the lens.
5. Where Should You Film?
Location, location, location. Think of spaces that showcase and represent your message. Video is a visual medium, and you need to keep your audience engaged. Stay away from dark, noisy, and messy places.
6. What’s Your Timeline?
Is your video due tomorrow? If so, you need to pare down the content and your expectations. High-quality video production takes time for planning, scripting, rewrites, approval, filming, and editing. We typically need 2-3 weeks after all filming is done to deliver a final edit.