IS CORPORATE VIDEO?
Any program produced for the
benefit of company employees, managers, stockholders, clients,
or the general public is considered corporate video.
There are many ways to present information. There’s the news
program, new product introduction, company history,
documentary, new employee orientation, training and executive
message, to name a few. Each has its own format and purpose:
to inform, instruct, inspire, motivate, and persuade.
“Corporate video” is also a general term. You’ll hear
and read many names for it, including “industrial video,”
non-broadcast video,” “business video,” “in-house,”
and “corporate television.”
HOW MUCH DOES
Depending on the length and
complexity of the subject matter, you’ll spend anywhere
between $3,000.00 and $30,000.00 to produce a video.
Justifying that kind of money requires support from all of
your organization, not an easy thing to do when budget and
personnel cutbacks are the order of the day. Companies often
jump into video without considering cost, then abandon the
medium when it becomes too difficult to control. Production
costs spiral very quickly when left unattended. Unless you
possess an all-around knowledge of production, you’re going
to hire and purchase outside services and materials.
GUIDE TO PRODUCTION COSTS
Scriptwriter: $200-350 per page
Director/crew: $1000-$3000 per day
Editing suite: $120-$350 per hour
Talent: $800-1,000 per person per day
Tape stock: $25-$50 per tape
Duplication: $10 per copy
These are merely averages for
standard service and based on a simple shooting schedule along
with a need for program distribution. If you add music fees,
artwork, and sets, a promotional tape for your upcoming sales
contest may end up costing more than the contest itself.
Given inflation and the wide variation in production costs,
the quickest way to figure out how much your video will cost
is to assume $1,500-$2,000 per finished minute of program. Why
such a wide variation in costs?
Many production companies design
packages of services and equipment based on
client’s needs, while others
charge flat rates.
Costs very from state to state and region to region.
Equipment quality. Using this year’s technology always
costs more than using last year’s.
HOW LONG DOSE IT TAKE TO PRODUCE A VIDEO?
Depending on the complexity of your
project, it takes a minimum of six to eight weeks to produce a
program. For now divide your program into weekly assignments.
2-3 weeks information gathering, scripting and approvals.
2-3 weeks production and post-production (editing)
1 week viewing and program changes
1 week duplication and distribution
HOW DO YOU DETERMINE THE LENGTH OF A VIDEO?
Television and film are organized
into neat little segments: TV commercials are fifteen or
thirty seconds, news shows and sitcoms are thirty minutes, and
dramas are an hour. A standard feature film is two hours long.
Video doesn’t play by fixed rules. Theoretically, content
should determine program length, but business situations
dictate otherwise. Many of programs may be watched during
conference meetings, some of which last for days. Attendees
have to absorb a lot of information in a short period of time
and participate in numerous activities. Concentrating on a
home office video is not always on the agenda.
Your average program should run between five and ten minutes.
After that, viewers won’t remember much of what you say or
do. Here’s a guide to help you establish program length.
VNR Video News Report 1-3 minutes
New product introduction: 3-6 minutes
Contest promotion: 5 minutes
Motivational message: 5-7 minutes
Executive message: less than 10 minutes
Company information: 10 minutes
News program: 15-20 minutes
Documentary: 20 minutes
Training videos were left off the
list for a reason. A specific procedure may take ten minutes
to explain, while a series of procedures may take up to an
hour, with each segment broken up by pauses while an
instructor goes over the material with a class. Or you may
produce a series of programs lasting several hours spread out
over several tapes. In this instance, program time may not be
as important a factor as the subject matter.
1. Define your
Who will watch the video?
When will the audience watch the program?
Where will the audience watch the program?
What is the program’s purpose?
Why is the program important?
specific information about your program.
Program type (new product introduction; documentary;
Audience (sales representatives; community leaders; customer
Purpose (to inform; to persuade; to instruct)
Format: Betacam-SP master for VHS dubs
Length (5-20 minutes, depending on program type)
Budget: $1,500-$2,000 per finished minute of program
3. List the people
and services involved in project.
4. When will
project events take place?
Create a broad outline for the synopsis.
What does the audience need to know?
Introduce the subject.
State the company’s role in the subject.
What makes this topic special?
What will it cover?
List/show/explain program points.
Reiterate your purpose in presenting the program.
Highlight the company’s commitment to excellence.
Reinforce audience need to take action.
In other words-
Part 1: State the problem and the
Part 2: Explain how the solution works.
Part 3: Tell what to expect from the solution.