The Video Production Process: Role Of The Creative Brief

So you've decided to start the video production process for visual storytelling of your organization—or perhaps you're considering this in the near future. Our team can't wait to work with you!  Let's examine the process, starting with the creative brief.

A what, you ask? Don't worry. The creative brief has nothing to do with either briefcases or underwear. It's a document that is co-created by your team and our team, breathing life into the project and ensuring that your video stays true to its original aim. 

Initially, we consult with you to determine the intended audience for your video (it's critical that the audience is defined specifically!), the purpose or objective of the video, and how you will use it. This consultative process begins with a detailed questionnaire that defines the length of your video, key points, topics or phrases that should and should not be included, the primary and secondary message, and details about the audience and specifics of objective information that may need to be included. Clarifying the answers to these questions may seem time-consuming at first, but the information is essential to making the project run smoothly in the end. Often, clients find that the questions spark internal discussion; coming to a consensus at an early stage is important. 

Once these elements are agreed upon, our team develops a creative brief to guide in the creation of the video, and circulates it to you for review. Think of the creative brief as a blueprint that encompasses your goals for the project and guides the creative team. The creative brief lays out a detailed plan to bring your message to your intended audience. It is generally laid out in three sections: specifications, treatment and storyline.

Specifications

The first section briefly describes the type of video that will be created (click here for examples of video types).  It also specifies the intended target audience (and any secondary audiences) and the expected length of the video. The detailed description of the audience will help inform storytelling techniques, because every audience is different. Tactics that work with a business-to-business video describing your services wouldn't necessarily be appropriate for a video about a consumer product aimed at adults under the age of 30, for example. 

Treatment

In this section, specifics of the video concept are laid out.  The video may be given a working title to drive the concept, and the "feel" or emotional impact will be described.  Details of the setting, background video and music are established.  Spokespersons or actors may be defined—will you use a spokesperson or professional actors? If voiceover narration is used, will the voice actor be male or female, younger or older, and what qualities will their voice possess? What type of background music will be used to set the tone?

Finally, the video and its message are broken down into pieces or phases. Often, phases are named internally for reference and are explored further in the final section of the creative brief. For example, some videos take a problem + solution format, while others build continuously to a dramatic finish.

Storyline

This final section provides details on how each phase of the video will be executed. While it's not a full script (that will come during the next phase of production), you can think of the storyline as a guide that describes essential details of message, imagery, dialogue or voiceover, and audio, including background music. It also maps out timing and transitions for each section, helping all members of the team gain a sense of how the video will flow. For each section there is a clear reiteration of what part of the message will be delivered in this phase, as well as how much time will be devoted to it. The final component of the storyline is a strong conclusion or call to action, ensuring that the message of your video will resonate with your audience and explicitly prepare them to act on that message.

So there you have it: the video creative brief, demystified. It's an invaluable tool to help make sure that your video is effective and does exactly what it's intended to do. Don't be afraid to "kick the tires" of the creative brief if the creative process itself makes you think of the project in a new light. Making certain that the video concept is clear from the beginning will pay off tremendously when it comes time for filming. 

Thinking about incorporating video into your marketing strategy? The Focal Flame video production team offers flexible solutions. With marketing professionals, scriptwriters, videographers, sound engineers, and video editors on staff, each project is tailored to your need. Contact us today!

- by Suellen Adams

Video for Every Purpose: 10 Different Types of Video

Perhaps you're thinking about using video marketing for your business or organization, but you don’t know just exactly what you want. Here are ten common types of video that can be effective in marketing your products and services.

Talking head video

This familiar video format is what many of us think of when we think "video."  It includes a spokesperson and uses the standard head-and-shoulders camera shot, with the person speaking directly to the camera. Talking head videos are popular because they work well for a variety of purposes, from an introduction to a direct appeal.

Interview

Or, you can add another person to the mix and do some Q and A. You can either include both interviewer and interviewee on screen, or do it “news style” with the questioner out of the picture while the spokesperson answers the questions. In the latter case, the interviewer's can be edited out; the end result is the spokesperson responding to a series of prompts. This can be helpful because the speaker doesn't necessarily have to memorize lines or read from a prompter. To add visual interest, scene footage (called "b-roll") can be added. 

Video Tip Series

To increase online visibility, it's helpful to have a a series of very short videos. These are terrific for social media, because each one is a bite-sized amount of information that users enjoy watching while they look at their social media feeds. Creating a videos series of tips about your using your product or service can also work to establish your expertise in the field.

Testimonials

Testimonials can be a very powerful way of attracting people to your product, service, or cause. People we admire or relate to can influence us, and help reassure us about trying something new. Testimonials have the potential to connect with and influence potential customers.

Tutorial or "explainer" videos

Explainer or tutorial videos show someone how to do something more efficiently. These videos allow customers to see what it is they want to do in action by instructing or illustrating a concept. Tutorial videos serve to establish your company’s expertise and authority in a specific area, and when well-done, they do so in a captivating way.

Product reviews and demonstrations

How-to videos and video reviews of specific products or services are always a solid and popular choice for enhancing your online presence. Why are product review and product demo videos so popular? Because they work. Customers tend to have more confidence in their purchases if they have had a chance to see it working and/or hear about it from an experienced user beforehand.

Video public service announcement (PSA)

The combination of audio and visuals in video is an excellent way to affect people in a very powerful way by sharing information that directly impacts them, often by providing health or safety tips. Be clear and compelling - but you can also be creative, too. Through video, it's possible to evoke emotion while providing information. Together, this makes the information you share even more memorable.

Tour of location or facilities

Customers and potential customers often like to see behind the scenes.  Tours of your organization’s location or facilities can give them that peek. Or try a "day in the life" format, where you give a firsthand view of your profession, business, or organization from one person's perspective. It's a great way to draw people in by engaging their curiosity. 

Culture Videos

These days customers and donors care as much about why your organization does what it does, as they do about what you actually are doing. Video is a great way to show off your team,  your organizational culture, and your passion for your business and the people you interact with.

RAH RAH Video

Sometimes known as a sizzle video, a "rah rah" video is a very short brand identity video. These videos often include high-intensity visuals and music, often with little or no voiceover. By conveying the emotion of your brand, they can be perfect to showcase on your organization’s home page and social media outlets.

Thinking about incorporating video into your marketing strategy? The Focal Flame video production team offers flexible solutions. With marketing professionals, scriptwriters, videographers and video editors on staff, each project is tailored to your need. Contact us today!

- by Suellen Adams

Choosing a Video Spokesperson

You’ve decided to promote your business or organization with a video. Now you need to make some decisions about who is going to speak for you.  You may be thinking, “I’m not the spokesperson type, I’m not like Flo (the insurance persona) or 'the most interesting man in the world' (of beer commercial fame).  The good news is that you don’t need to be any particular type of spokesperson. Instead, when you are choosing who will speak on behalf of your organization or brand, consider the following 7 attributes:

1.     The spokesperson must be able to deliver a clear message.

No matter who is delivering your message, make sure they can deliver it clearly. This begins with having a clear message and getting right to the point. But beyond that it means having a spokesperson who can deliver it understandably. Clear diction is vital, of course. Good timing, inflection and an appreciation for the well-timed pause are also helpful.

2.     That message must be the right one for your audience.

This requires knowing who your audience is likely to be. An audience that is experienced with your product or service will require different language and emphasis than those who are new to it. This means that the spokesperson must be comfortable with the lingo for experienced users, if that is your intended audience. Or, if you are intending to reach an audience of novices, be able to speak in accessible terms in an easygoing manner.

3.     The spokesperson will become the face of your brand; choose accordingly.

When considering your choices, make sure to pick someone who fits your brand. However, they do not necessarily have to be a professional actor. Perhaps you have a client or employee who is particularly articulate and has other qualities mentioned here. Perhaps you will fit the mold yourself.  But whoever it is will likely be quickly associated with your brand or image.

As the face of the brand, the spokesperson should be able to appropriately represent your values, message and mission. Giving your brand a face gives your audience someone with whom they can connect.

4.     A spokesperson should be someone your audience can relate to easily.

People are more willing to listen to someone who is like them. They see the spokesperson’s successful interaction with the product or service could easily be their own. This means being aware of your target audience and choosing a spokesperson, or spokespeople that resonates with that audience. 

5.     Authentic and genuine are good qualities for a spokesperson.

The best spokespeople believe in their message. This will shine through on a video. Authentic enthusiasm can be contagious, and a spokesperson who is genuinely enthusiastic can be highly effective.  So look for someone who radiates that positive belief in your message and enthusiasm for your product or cause.

6.     Credibility is key.

Depending upon your organization, the person who can speak to it with the most credibility might be yourself, a client or user, an employee, or another professional within your industry. People will respond to someone who knows what they are talking about. Oftentimes large companies choose a celebrity spokesperson, but it is certainly not necessary to do so.

7.     A spokesperson should be willing to take direction.

Regardless of who your spokesperson is, they should be willing to take some direction.  Obviously an outside spokesperson should be willing to work with suggestions from people within the organization. Further, no matter who is acting as spokesperson, they should be willing to take direction from the professionals on our video staff, as they are adept and experienced at helping people get their message across.

No matter who you end up selecting to speak for you. Have them check out our tips for spokespeople.

Focal Flame Photography provides video production for businesses and nonprofits. We work with people who are striving to make an impact in their industries, for their clients and customers, and in their communities. Contact us today.

Video Profile: E3 Endurance Coaching Madison

If a picture is worth a thousand words, how much more of a story can you tell with a video? Adding motion and sound to the visual appeal can create a tug on the heartstrings that goes beyond written testimonials or still photos.

When business owner Zeus Arreguin wanted to tell the story of E3 Endurance Coaching of Madison, Wisconsin, he turned to the video production crew at Focal Flame Photography. He knew that it was difficult for outsiders and beginning athletes to see what a team—any team—was all about. 

He wanted to open the door to everyday people who are interested in triathlon, but who might be reluctant to ask what the team is like.

In essence, he wanted not just to tell people, but also to show them what it’s like to be an “E3er.”

More than that, Arreguin wanted this video production to attract people to the sport. “I want them to feel motivated, to lace up their shoes, pump up their tires, grab their swim suit and go workout…or for the newbie, go to their nearest endurance store and start a new hobby,” he says.

He wanted to show triathlon hopefuls that the sport is more than just another hobby. It can be challenging and hard work, but with the help of a team that accepts everyone and works together toward their goals, people can do things they never thought possible.

E3 focuses on providing a well-rounded professional coaching experience that helps people reach their fitness and life goals. Or as Arreguin puts it, they help hopefuls “become heroes in their own right, because they did finish their goals.” They treat every athlete as unique, and E3 coaches and staff rely on this video to highlight the passion and experiences of their community of unique athletes.

"Over the years I've witnessed the growth of E3, but it took this project to really get to know and understand what E3 is truly about,” explains Clint Thayer, owner of Focal Flame Photography.

“I've had the pleasure through this project to meet, interview, and watch this group of varied athletes— moms, fathers, daughters, sons, and beginners—help each other through the dark mornings and the sunny afternoons of pushing to a goal. What comes through in each encounter is how much they all love supporting each other and through that connection how each of them have gone further then they thought they could and their finish line is filled with a family waiting to celebrate alongside. It was an honor to tell that story."

Focal Flame Photography provides video production for businesses and nonprofits. We work with people who are striving to make an impact in their industries, for their clients and customers, and in their communities. Contact us today.

10 Ways for Small Businesses to Use Video

You have a small business or run a nonprofit organization and you are wondering if video marketing is for you. The answer is almost certainly, yes. According to Brainshark, video is projected to account for 74% of all Internet traffic in 2017 and a majority of marketing professionals worldwide name video as the type of content with the best return on investment. So how can your small business or nonprofit make use of video for promotion? Here are some ideas, accompanied by videos we've produced for our clients.

1. Introduce yourself
A short and simple 2 to 5 minute video introduction to your business for your homepage can be an effective way to reach your audience. Such a video should tell who you are, what you do and why the viewer should care. E3 Coaching used this approach to explain their philosophy on triathlon training. 

2. Demonstrate a Product
Do you have a demonstrable product or service? Create a video to demo it. This works particularly well for things that move like toys, machines, electronic devices…even software. Remember to highlight the very best features of your product and let people know what it will do for them. While this type of video may be a bit longer, remember that less is more.  Keep it short and simple. Industrial fan manufacturer Go Fan Yourself found this technique to be helpful for showcasing their new Z-Tech HVLS Fan model.

3. Tell a story
Not all businesses or nonprofits have products that are easy to demonstrate. Many small business provide professional services and while you might demonstrate their effectiveness with graphs and charts, telling a story can be much more effective.  A story can separate your business from other similar ones. Whether it is the story of how you started, the story of lessons learned along the way, or a story of how you helped a particular client or clients, video stories are a great way to make your business memorable. Preschool of the Arts needed to show how their approach to early childhood education resonated with children, parents, and teachers alike. The primary focus was on showing the experience of children, and the perspectives of parents and teachers were interwoven as well. 

4. Spotlight a company achievement  
Has your business reached a milestone? Or maybe you have been named on a “best of” list or received an industry award or some other honor. Celebrate it with a short video that you can share with clients and potential clients on your website or through social media. Social media, in particular, gives the opportunity to reach a large audience through tagging and sharing. Including a link back to your site brings added traffic. Visit Madison (the Greater Madison Convention and Visitors Bureau) presented Spirit of Hospitality Awards to local hospitality and tourism industry leaders, including Nick Topitzes, and featured each awardee in a video. 

5. Spotlight an employee
The most successful video marketing makes a personal connection. One way to do this is to put the spotlight on an employee. Good old-fashioned employee of the month style videos can put a face on the company. Of course naming an employee of the month implies that there will be a continuing series, however producing a series of 2-4 minute employee videos over time can pay off in two ways. First, it will show what the qualities the business values in its employees, thus appealing to customers with the same values. Second, allowing the employees to share to their social networks will increase the reach. Another video in the Spirit of Hospitality series allowed Joey Connaughty to be highlighted for her professionalism and dedication.

6. Spotlight a customer or client
Customers or clients too are an important face of the business or organization, and can make a personal connection. If you have a customer who is interesting in some way, or has a special relationship with your business, tell their story in a video. They too can share the video to their personal networks…and spread your message. To help the nonprofit organization Madison Dental Initiative show how providing free dental care to those in need could impact lives, a client shared his personal story.  

7. Share testimonials 
Another way to spotlight the positive experience of your existing customers, clients, or end users is testimonials in video form. It shows that people like your product or service enough to speak for you. It is important to choose individuals who are comfortable on camera and do not need to speak from a script. A stiff or overly nervous delivery may not seem as sincere. Alumni of the University of Wisconsin Master's in Biotechnology program described how the training they obtained in the program helped their careers.

8. Promote a Special Event
A very short video can be used as a mini advertisement for your sale or other special event. Consider including a video-specific code or coupon for viewers only, or use it for social media advertising or a Google AdWords campaign. To show the high-energy, fun atmosphere of It's Glow Time 5K "running meets disco" events, a promotional video used dance music and colorful scenes of participants. 

9. Create a Brand Personality
No matter which kind of video you choose for your business, make sure the “personality” of your business shines through.  To do this you need to avoid blandness. Using people, whether the CEO, employees or customers can help, as people are often attracted and engaged by other people. You can also try humor or creative visuals in order to exhibit your business’ values and personality. Monroe Street Family Dental created a series of videos to explain different aspects of their unique approach, and used scenes from their environmentally-friendly clinical space to create a sense of warmth and a neighborhood feel.

10. Demonstrate or explain an idea
There are some things that are simply easier to show than to write about. Think about all of the valuable information your business can share with clients or customers: quick tips, techniques, step-by-step processes, or even explanations of how something works. Short, bite-sized videos are perfect for showing the insight that your company or organization can offer - and viewers will want to share them with their friends. Bike fitting expert Craig Watson used video to show how cleat position affects road cyclists, including close-up shots so viewers could see fine details of cleats positioned properly or improperly.

11 (Bonus!) - Create a YouTube Channel
Setting up a YouTube channel for your business or organization is free, and easy as well. YouTube is owned by Google giving the potential for great searchability and visibility, plus you'll be able to track metrics about which videos are most popular, how many minutes viewers have spent watching, and other helpful analytics.  If you publish your videos on YouTube, be sure to include a descriptive title, as well as relevant tags and category information to help you get higher rankings.

Thinking about incorporating video into your marketing strategy? The Focal Flame video production team offers flexible solutions. With marketing professionals, scriptwriters, videographers and video editors on staff, each project is tailored to your need. Contact us today!

- by Suellen Adams

Behind the Lens - Video Production: Preschool of the Arts “We Believe”

Preschool of the Arts in Madison, WI needed a video that would help explain exactly what made the school unique, so they turned to Focal Flame for video production. Executive Director Stacy Mitchell said, "Everything I knew in my heart about our school was depicted with beauty, great skill and impeccable quality."

Once upon a time, in the small town of Reggio Emilia, a group of parents came together to discuss how to teach their youngest children. 

It was not a fairy-tale moment. The town had been ravaged by World War II, and the citizens of the village were still reeling from the aftermath of the war. But they were steadfast in their commitment to creating a better world for the village’s children. And they knew that a growing, young spirit yearns for expression through art, music, and movement. 

Together, parents, educators (particularly educational expert Loris Malaguzzi), and the children themselves joined efforts. Together, they began to heal. And together, they established a community school for young children that gave birth to a poignant yet ever-so-clear set of principles about learning. 

Similar to a resilient bloom emerging through rubble, the transformative approach to early childhood education grew. Over the decades it spread beyond Italy, beyond Europe, to locations throughout the world. 

One of those locations is Preschool of the Arts in Madison, Wisconsin. Established in 1975, the school began adopting the Reggio Emilia approach in 1995. For decades it has remained dedicated to facilitating child-focused exploration, creativity, and collaboration in some of the youngest learners in the city of Madison. 

When you walk the halls of Preschool of the Arts, you immediately begin to sense how unique it is as an early childhood environment. But the Reggio Emilia approach is still not well-known in the United States. In the process of communicating with prospective new families, faculty members, supporters, and partners, school administrators and board members realized that they needed a video that would help explain exactly what made Preschool of the Arts unique. At this point, they contacted Focal Flame to create a video. 

Stacy Mitchell, executive director, said, “Preschool of the Arts had the privilege of collaborating with Focal Flame on our most recent short film for our website and for promotional materials. When we discussed our mutual vision for this project, I was struck by how receptive the Focal Flame team was to subtle shifts and they made it a point to not only know our school and our philosophy of working with children, they understood the depth of what we wanted to convey.”

The project began with intake discussions between Preschool of the Arts administrators and Focal Flame co-founder and lead videographer Clint Thayer. Co-founder and writer Robyn Perrin drafted a treatment and narrative script, and Clint mapped out the creative imagery required for the project. Josh Zytkiewicz, operations manager, meticulously planned out logistics of interview and B-roll footage shoots, and provided skilled lighting assistance during shoots. 
 
The Focal Flame crew was entranced with the setting provided by Preschool of the Arts classrooms, art and music studios, and hallways adorned with student artwork. Clint said, “This space is a treasure cove of beautiful things, from the childrens’ art to the well-designed spaces indoors and out. I see something new and fascinating every time I walk through the doors and I had a hard time packing up.”

But the delight that the crew held for the school didn’t interfere with teaching. Stacy said, “Filming was easy and [the crew] was respectful to our time and our constraints. Clint and his team expertly set up and filmed with minimal impact to our school day. The team was able to pull from the testimonial filming and the classroom filming the very essence of our beliefs about children.”
 
She admitted to being moved to tears of joy when viewing the first draft. “Everything I knew in my heart about our school was depicted with beauty, great skill and impeccable quality. The result showed that Focal Flame was skilled in listening to our needs and giving voice and powerful imagery to our work with children and families.”

The stars of the production were the children themselves. Inquisitive, creative, and spontaneous, they surrounded the video production crew at each session with eager questions and expressed great curiosity about the equipment. But once their questions were satisfied, they shifted back to the moments at hand: a painting. A stack of wooden blocks.  A conversation with a friend. A full-throated singing session. 

The video included the perspectives of others key to the Preschool of the Arts community: teachers, parents, and leadership. Even the narrator, professional voice actor Sam Miller, is a Preschool of the Arts teacher.  
 
Stacy concluded, “It’s easy to make a whole-hearted recommendation for Focal Flame, but to see their work will give meaning and credence to my words.  I’m honored to have shared this experience with Focal Flame and I hope it is merely the beginning of a long-standing collaboration.” 

We couldn’t agree more - and we strongly recommend learning more about Preschool of the Arts, which holds regular community outreach sessions for mini-tours, coffee, and conversation about the school and its unique approach. Learn more at preschoolofthearts.com.