A Planning Guide for Communications Managers for the Production and Shooting of a Business Video

My epiphany with video production came when I needed to share a complicated proposal with a potential client, and I knew they were not likely to read an eight-page proposal document. I did however suspect they would take five minutes to watch a video. So, I flipped my proposal into a timed PowerPoint presentation, flipped that into a flash video, and I recorded a voiceover narration. I uploaded the final product to a password-protected Vimeo link, and emailed the link to the client. It was my first attempt at what I now call “enhanced PowerPoint presentations,” and they have become much more sophisticated since then (like, I don’t actually use PowerPoint). These productions have all the attributes of a PowerPoint presentation, but instead of being performed in real-time (which can be a major pain for everyone), the video link can be replayed and shared at the convenience of your audience, as often as they’d like. These are affordable videos to create, and as long as you follow-up in person, they totally work.

Anyway, when I sent this potential client the link, he replied only ten minutes later. He watched it, and he awarded me the business, just like that. He was “blown away” with my “cutting-edge technology” and “attention to detail.” It seems almost quaint now, but the fact is that video remains a quick, information-dense, and highly credible means of sharing your message. There’s an element of creativity and “magic” to a well-planned video, even if it’s just a collection of voiceover, text, and images - and it’s almost always better than a PDF attachment.

Video is better still when you plan to do it right, of course, with original footage and narration. Many video production companies (like Kazolu) will take care of all elements of production - from direction and script development, to shooting original footage, lighting, sound recording, and editing. Or, you may only need a videographer and editor if you can manage the project’s script, messages, general direction, and even art direction. You can’t necessarily expect a videographer to be a business consultant too, just as you can’t expect most copywriters to craft great images - and some videographers simply don’t understand the nuances of crafting a good message  - so if you are managing the overall project, it’s important for you to do your homework in order to get the best results.

Feel free to get involved as much (or as little) as you’d like in the production - this is your story, and it’s yours to tell. If you’d prefer to outsource everything to the pros, go for it (but hire carefully, of course). If you want to be involved in directing the overall production, make that clear when you are soliciting quotes. And, if you are directing the project, here are some tips to keep the production (and your story) on track.

Pre-production Planning:

• Determine what is important to feature and say - what is your overall vision and message?
• Determine how long you’d like the video to be, what you’d like to say, and how much information you’d like to share - is this a feature-length documentary or a 30-second commercial?
• You don’t need to script every word said by a narrator or on-camera subject, but you should at least write down key messages - specific points you’d like to make
• Plan, print and share scripts and/or key messages among everyone involved 
• Plan specific shot lists that you’d like to capture, and share this list with the videographer prior to the shoot date (or even prior to asking for a quote), along with locations of where they can capture the shots (e.g. your building’s exterior on a sunny day; your delivery truck pulling up in front of a client’s building)
• Set the shoot dates, confirm locations and timing for each location, and plan for travel time between locations if required
• Have destination information, addresses, travel itineraries, meeting room details, etc. in writing, printed and shared among all participants
• Obtain permits and/or permissions if required (you may need a municipal permit if you’re shooting on Main Street, or a property-owner permit if you’re shooting in a mall)
• Ensure your videographer provides and brings all necessary equipment
• If you have an in-house videographer, ensure all their equipment and batteries are working, charged, and packed
• Have all participant information ready on the shoot date - names, titles, phone numbers, email addresses - and share printed copies with the videographer so they can get spellings correct when they insert superimposed text at the editing stage
• If specific photos and logos are required, have high-resolution or vector file versions saved on a USB stick, and bring it on the shoot day to share with the video editor

Plan and Practice:

Scripted dialogue can sound pretty fake if you’re not a professional actor, but a series of key ideas can sound pretty natural when they’re spoken in your own words. Share the written key messages with your videographer - they will be editing many minutes of footage down into only a minute or two of screen time, so you need to be crystal-clear about which messages must be on-screen to ensure they capture the right takes in their edit. 

• If you have a script, make sure that you and everyone else who will be on-camera has read it beforehand, and that you and they feel comfortable with the “part” they will play 
• Ensure everyone reviews and understands your key themes and speaking points in advance, and are comfortable with them
• Don’t memorize lines, or overthink anything - just be comfortable with your words, themes, and be yourself

Prepare the Location:

• If you are filming at your office, make sure the space is clean in advance of the film crew’s arrival
• Keep anything confidential out of sight
• Pick a location in your office that will support the story you’re trying to tell - if you want to look folksy and family-run, you may not want to shoot in your mammoth shipping warehouse - but if you want to look bigger than you are, a 10’ x 10’ office may not be the best location either
• Let your staff know that videographers are coming, and at what time
• Be ready - filming will usually start about 30 minutes after the videographers arrive and begin their setup

Plan, Relax, and Repeat:

It’s a great idea to include team members (or yourself) in the on-screen narration (rather than a voiceover on top of visuals of your building or office), because there are few tools that show the personal side of your business better than - well, appearing in person. Appearing on camera can be exciting or terrifying, depending on your fear of public speaking - but it’s best for you or your speaker to appear as natural as possible. 

• Unlike the days of physical film, the only cost with video production is time, and the videographers have already planned for multiple “takes”, so don’t worry - they will keep shooting until they get what they need - relax, and repeat as many times as it takes to say what you need to say
• Consider providing your videographer with a list of your key messages in the form of questions that they can ask you - your responses to the questions will come across as personable, factual, on-message, and hopefully fairly natural
• It won’t hurt to bring a bit of face powder along - if you are perspiring a little bit, your face will look like a shiny mess - and men with “high foreheads” (OK, bald guys) are particularly susceptible to facial-sweat-shine

Plan for enough time:

• Even a 60-second video may require a few hours of shooting for the videographers to get everything they need - allow them the time to get the best-possible take
• Expect even a basic interview-style video shoot to last a minimum of two hours - and planning for four hours is even better - better to have too much time, than not enough
• On the shoot day, give the videographer your full attention, be at ease, turn off your phone, and have fun!

And finally, if you decide to hire a company that can manage the video production process from start to finish, most of these tips still fully apply. Remember, it is your story to tell, so don’t be afraid to be involved as much or as little as you like with the process. It’s a really fun and creative way to tell your story, so enjoy it, and learn as much as you can along the way. If you are engaged with the production, the chances are pretty good that the final product will be engaging, and will earn the results that you want it to.