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8/6/2019 Idea, S. (2007). Video Production Handbook.

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Introduction........03

Chapter 1: The Role of Video in Corporate Communication...............04

Chapter 2: Budget Considerations...........05

Chapter 3: Choosing a Video Production Company.........06

Checklist for selecting a Video Production Company.............07

Evaluate your Answers..........................................................................................................08

Chapter 4: Your Responsibility as Client.........10

Chapter 5: Making a Video...................................................10

Stage 1 Pre-production............................................................11

Stage 2 Production and Development .....................14

Stage 3 Post-production ...............17

Chapter 6: How long does it take to produce a video.....18

Chapter 7: The Future of Video.................19

Conclusion.....................20

About Sound Idea Productions.................21

Contents

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ound Idea Video Production Handbook

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03

Over the last two years, video has emerged as one of the primary marketing tools in the world of

corporate communication.

Nowadays, almost every boardroom comes standard with a DVD player; computers have DVD readers;

and multimedia presentations incorporating video are becoming increasingly popular.

Even on the Internet the presence of video has increased to such an extent that GoogleTM (Universal

Search) provides higher search rankings to websites that include relevant media clips.

At Sound Idea Productions, we are inundated with calls from

companies who want to film corporate videos,

but simply do not know where to start.

introduction

We found that people are often unsure of exactly what processes and procedures are involved, and that they

have no clear idea of what is expected of them as clients.

Further to this, we thought it best to write an e-Book intended for prospective corporate video makers.

In this e-Book, we will touch upon issues such as your role as client, identifying suppliers, keeping within

budget as well as an overview of the video production process.


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Sound Idea Video Production Handbook

04

Chapter01

:TheRoleofVideo

inCorporat

eCommunic

ation

Videoisaninvaluablemarketingtool,leavingyourprospectswithaclear

pictureofyouroperationinlessthantenminutes.Duringthistimeyoucansubstantiate

claims,overcomeobjections,andincludetestimonialsofwell-knownexpertsinyour

industry.

Furthertothis,videoalsoprovesveryeffectiveasapackagedsalestool.

Itisproventhatpersonalrecommendationsorreferralsinyoursalespresentation,

helpsestablishcredibility. Salespeoplewhostarttheirsalespresentationwitha

10-minutevideocantalkfromapositionofstrengthbecausetheyhavealready

establishedcredibilitybymeansofvideo.Videocanbeusedwithgreatsuccessforone-on-onesalesmeetings;exhibitions

orproductlaunches;boardroomandconferences;broadcasttelevision;andCD-ROM

Presentations.

Copiesoftrainingvideoscanbemadeavailabletostaffmembers,oryoucaneven

maketheseavailableasdownloadablevideoclipsonyourcompanyintranet.

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05

Chapter 02:Budget Consideration

The company budget set aside for producing the video will ultimately determine whether this will be a

low-end or high-end video production. It is essential to consider factors such as the intended audience;

the message of the video; and what the video will be used for.

A high-end project will require more crew, equipment, and time to produce than a low-end production.

The planning phase is also much more intensive, as all filming locations are visited before the actual

shoot. Additional costs incurred during the pre-production stage of high-end productions include sourcing

filming locations through specialised agencies and hiring on-camera presenters, actors, and extras.

Camera transport equipment such as steady-cam (harness worn by the camera man); tracks (acamera set up on tracks); and a crane (used to lift, drop, and tilt the camera) will result in a high-quality,

professional end product.

However, camera transport equipment is expensive to hire, and may take a considerable time to set

up. Also, a number of crew members will need to be on standby to assemble and dissemble the different

parts. Fortunately, there are ways to bring costs down dramatically, without sacrificing quality. You can

identify staff members to act as extras in the video, or you can assume responsibility to source suitable

filming locations. As travelling expenses incurred by the video production team will also be charged for,

you can keep costs low by restricting filming locations to minimise travelling expenses.

During the post-production stage of the production, keep in mind that one animation of one or two

seconds can take several days to create. Also, stock footage, ambient sound, and custom-developed

sound tracks (scripted according to individual shots and voice-over pieces), may result in your company

having to pay more than was originally planned for.

Standard payment terms is usually 50% deposit which is payable on acceptance of the quote with the

balance due on completion.

Artis ts are usually sourced by means of casting agents who, in addition

to their own agency fees, will calculate rates according to the artist s

experience and individual appearance fee. Although auditions are

considered a vital part of the casting process, it takes up a lot of time

and subsequently adds to the cost.

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06

Chapter 03:Choosing a Video Production CompanyOnce you have experienced the rewarding results of

working with a proactive supplier you will besurprised to see how much more value you are

getting for your money.

In adopting a proactive approach, the video

production company will prove themselves experts

in their field by taking charge of and assuming

responsibility for all processes and tasks throughout

the video production process, without expecting the

client to baby-sit them.

This type of video production company is able to

pre-empt future pitfalls and risks, and will eliminate

these before they arise.

Keep the following in mind when choosing a video

production company: If you always go for the lowest quote, brace

yourself for some difficult times. Remember,

youll get what you pay for.

Big doesn't necessarily mean professional.Do not look at the size of a company as an

indication of its professionalism as you may

get personalised attention and better service

from a smaller supplier.

A good supplier will appreciate the work you

give them, regardless of the size of the project.

Find a video production company with whom

you can build a long-term relationship.

Make sure that this company has an established

track record as corporate video producer and is

considered professionals amongst its peers

(i.e. do not employ a video production company

that specialises in producing professional

wedding videos).

Please also refer to the checklist on the next page

when selecting a video production company.

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07

A. Meeting with the Video Production Company

1 Did the representative arrive on time for the meeting.................................................Yes No

2 Was the representative knowledgeable about his field of expertise...........................Yes No

3 Did the representative explain the video production process as well as explainingpossible cost implications............................................................................................Yes No

4 Did the representative take the time to determine to your company needs and

requirements for this production (i.e. good listening skills).........................................Yes No

5 Will they have sufficient time to spend on your production (if they are taking on too

many projects at one time, your project may not receive the neccessary attention) Yes No

6 Will the video production company take ownership of all the creative decisions.......Yes No

7 Was the representative able to provide you with a video production portfolio...........Yes No

8 Do they have sufficient experience in working with large or medium-sizedcorporates..................................................................................................................Yes No

9 Did they provide you with contactable references of these companies.....................Yes No

B. Script Writing

Does the video production company show insight into the following:

1 The specific needs of my company............................................................................Yes No

2 My companys main core of business........................................................................Yes No

3 My companys strong and weak points......................................................................Yes No

4 The needs and concerns of my target market...........................................................Yes No

5 My competitors strong and weak points....................................................................Yes No

6 Does the video production company have sufficient experience in script writing......Yes No

7 Did you view examples of scripts written by this company........................................Yes No

8 Were these scripts written professionally with no grammatical or spelling errors.....Yes No

C. Filming Skills

1 Have you seen examples of their video productions.................................................Yes No

2 Did they incorporate various filming techniques, or have all shots been filmed

using only one technique...........................................................................................Yes No

3 Would you feel comfortable if your video is produced in a similar fashion.................Yes No

D. Editing Skills

1 Were you able to watch the video without noticing transitions or visual effects.........Yes No

E. General

1 Did you receive positive feedback from their references...........................................Yes No

2 Does their company website support their image as knowledgeable experts in

this field......................................................................................................................Yes No

3 Did the company provide you with a quote within a reasonable time (i.e. 2 days)....Yes No

4 Would you enjoy working with this company..............................................................Yes No

Checklist For Selecting a Video Company


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Evaluating Your AnswersIf you ticked more than three No answers on the checklist, we would definitely recommend you

request additional quotes from other video companies.

Section A: Meeting with the video production company

Your first meeting with a prospective video production company will provide you with a clear idea

of their level of expertise and amount of experience in producing similar video productions for

large or medium-sized corporates.

You will also get a good idea of the breakdown of the production, cost implications, and any

additional skills they have to offer.

A representative arriving late for a meeting or not taking the time to ask you about the exact needs

of your company, are early indications that this company is not taking your project seriously.

The meeting will also help you determine whether this company are used to taking initiative and

assuming responsibility. There is nothing worse than having to baby-sit a video production

company through every stage in the production process.

Section B: Script Writing

The script writing process is probably one of the most important stages in the video production

process. It is crucial that the person responsible for writing the script has in-depth knowledge of

the needs of your company and target market, and what you wish to achieve by showing this

video.

Make sure that the video production company allocate sufficient time to script writing as this will

ultimately determine the quality and success of your end product.


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Section C: Filming

Make sure to view samples of previous video productions by this company. Evaluate these

productions against your companys standards and expectations. Would you be happy if your

video is produced and filmed in similar fashion?

Section D: Editing Skills

Editing is an unobtrusive art form. The viewer should be engaged with the story or the message

without being continually aware of the camera or editing techniques. If you notice transitions or

any visual effects whilst watching the video, you can be certain that the editing is not done by a

professional.

Section E: General

Obtain references from other companies, before approving any quotes. Also, make sure to visit

the video production companys website. Outdated content, broken links, or a lack of sufficientinformation, are all indications that this company is not one of the top-players in the video production

industry.

Finally, always request detailed quotes. This will provide you with an idea of the amount of time

and effort the video production company is prepared to spend on each aspect within your video.

You should never have to wait more than two working days to receive a quote from a prospective

video production company. If you need to chase them for any information at this very early stage

of the process, you will most definitely need to chase them for every little detail during every stage

of the video production process.


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Chapter 04:Your Responsibility as a ClientIn order to improve your relationship with your supplier, demand the highest standards but dont forget

to deliver on your side of the deal:

Draw up guidelines from the start on the desired end result and decide who in will be in charge

of what

Avoid placing the video production company under impossible deadlines and pressure.

The video production company provides you with a cost estimate based on the provided scope

and any changes to this will have direct cost implications. (i.e. never underplay the scope of work

on briefing in order to get a lower quote)

Do not wait until the project is complete to show the final product to all authorising parties in your

company. This may lead to author's corrections (i.e. making changes to previously signed-off

phases) which requires additional time for corrections and involving significant cost implications. Lastly, do not delay payment for no apparent reason.

Chapter 05:Making a Video

The three stages of video production are:

pre-production,

production & development

post production.


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Stage 01:Pre-productionPre-production covers all activities required in preparing for the shoot.

Planning

Set communication goals by listing the occasion the video is being created for; what message

you wish to convey; your intended audience and what they already know about your company.

Make sure to also take the audiences level of expertise into account.

Drawing up an outline (skeleton)

Decide what topics needs to be covered in the video and list ideas and main points that you wish

to get across in the introduction, body, and conclusion.

The video production company will use this list to visualise and plan for all possible items that willneed to be filmed.

Keep in mind that including music tracks on your video may have copyright implications. As such,

it is important to liaise with your video production company on your choice of background music

and to obtain copyright permission before filming starts.

The video production company will plan behind the scenes arrangements regarding crew, actors,

travelling, accommodation, food and refreshments, location, and permission arrangements.

As the client, make sure to approve talent before the shoot is booked. When selecting talent(models, actors, voice-over artists, etc.) make sure that they fit the desired overall look and feel

for your video. Always arrange with the video production company to meet and approve talent

before they are hired.


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Writing the script

The script writing process is probably the most important phase in the video production process.

In order to produce a professionally written script addressing the needs of your target market, it

is vital that the video production company has a clear understanding of your companys main core

of business, competitors, as well as knowing the needs of your target market.

The script should be written in a conversational manner and needs to come across as if the

information is being told, not read.

It is highly recommended to invest in a professional writer. Ask the video production company

whether they include script writing as part of their service, and if so, make sure to ask for samples

of scripts written by them.


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Preparing shot l ists and visual preparation

Once the script has been finalised, the video production company will plan a detailed shot list.

Traditionally a shot list is formatted in a two-column structure with the narration on the left and

the detailed shot description next to the corresponding information on the right.

The planned shot list should include as much detail as possible and be timed so that the director

has some idea of how much time he has on individual shots.

The shot list is then re-formatted into a filming order, where individual shots are now grouped into

categories of like shots.

Elements such as time of day during which shots need to take place, lighting, sound equipment,

crew and camera handling equipment such as cranes and tracks, are taken into consideration.

The next step is to source stock photography, music, and obtain copyright clearance, if applicable.

The video production company will confirm models, actors, on-camera presenters and make sure

of their contractual requirements.

In addition to this, they will confirm all equipment, filming locations, travelling arrangements,

accommodation, food and refreshments. The production company will brief all parties involved

and send out time schedules.

Finally, a remote survey is performed and all remaining details are finalised. The proactive video

production company will make allowance for a "Plan B", as plans may need to change on account

of weather or any other major determining and unforeseeable factors.

Planning the shooting diary

During this phase, a detailed shooting diary is drafted and final elements are scheduled.

A precise timeline is drawn up, allocating time per shot. When planning shooting days and time,

travelling between locations needs to be calculated, as well as the time it takes to put up andbreak down equipment, sets and props.

It is essential that every minute is planned for and that the crew never needs to wait for anything,

in order to get the job done.

These are all the factors that the video production company will take into consideration during

the pre-production phase of development.

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Stage 02: Production & Development

As the client you need to be as prepared for yourrole in

the video-production process as the crew and the director.

It is necessary for the client to be aware of every facet of

the filming day, and to be ready to walk through every

step with the crew.

After all, you need to ensure that every detail that iscaptured on film will portray the company in the best

possible light.

There are many intricate details involved in the production

of a video many that you, as the client, may never need

to be aware of or concerned with. The crew and producer

will take care of these without needing to discuss these

first.

However, there are certain precautions and steps that

you, as the client, can take to help deliver the optimum

result.

Dress each scene correctly

Ensure that each person is wearing the correct gear and

that the necessary safety measures and precautions are

followed throughout the filming. The immediate

environment should also be tidy and aesthetically pleasing.

Lastly, make sure that all people and objects that youwould like to feature on camera are placed in the scene.

Stick to the plan

The clock doesn't start when filming begins, but rather

when the crew arrives. The standard call time (arrival to

wrap up) is ten hours. Most video producers plan every

hour very carefully so that overtime is not required.


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For optimal results a detailed call sheet is supplied to each person involved in the production (see

example below).

Name Scenes Time Location Contact Number

Joe Smith 7 10:45 Hanger 10 082 567 8910

13 13:00 Canteen

15 13:45 Helipad

Wanda de Klerk 3 08:30 Landing Strip 3 083 594 6750

5 09:20 Inside Plane

13 13:00 Canteen

Henry Jones 9 11:30 Runway 13 082 570 3924

Spur-of-the-moment ideas may lead to spontaneous developments in the program, but deviating from the pre-

prepared plan may run the production into overtime. Every additional hour of filming has implications including

extra costs that you may be held accountable for.

Crews SafetyIt may seem like an excellent shot will be achieved from scaffolding that reaches three floors up, but unless your

company has efficient safety gear and precautions, this kind of scenario should be entirely avoided. Also, take

the immediate environment and location of the shot into account (e.g. a video crew filming in downtown

Johannesburg may be robbed).

Invest in rain insurance

In the event of bad weather at an outdoor venue, an entire day of shooting may be wasted, that you may be

charged for. Most video producers charge a small fee to cover the insurance of a wasted day on site.

Power SupplyMake sure that there are sufficient power supplies available for all equipment.

Ambient Noise

Keep in mind that the camera records ambient sound. The camera man would need to record only the location's

natural ambient noise and not the voices of the audience who have gathered to watch the filming. In other words,

do not allow hangers-on to gather around the set.


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Role Players during the product ion stage

Although one person can fulfil a number of roles duringthe production stage (e.g. that of director and producer),

a production team typically consists of the following

role players:

Director

This person will be responsible for staging the

production. He or she will coordinate the production

team and is also responsible for the selecting talent.

The director guides and cues the performance and

supervises post-production editing.

Camera operators

Camera operators are responsible for all filming

operations.

Lighting Director

The lighting director arranges and supervises all lighting

and lighting equipment.

Audio Engineer

The audio engineer is responsible for sound balance

and supervises personnel operating microphones and

sound equipment.

Make-Up Artist

The make-up artist applies make-up to all actors

throughout the video shoot.

Floor crew

The crew is responsible for moving equipment and

assisting with the setting-up of locations or dressing of

settings.


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Chapter 06:How long does it take to produce a video?The below table provides an indication of the amount of time needed to produce a video

with an estimated duration of 8-10 minutes.

Please note that these times are merely an estimate and that the exact time needed to

produce a video depends on a number of factors such as the duration of video, type ofvideo, filming locations, and amount of travelling required.

Stage High-End Video Production Standard Video Production

Planning 4 Days 2 Days

Script Writing 8 Days 4 Days

Filming 4 Days 2 Days

Editing & Post-Production 20 Days 10 Days

Total Number of Days 36 Days 18 Days


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Chapter 07:The Future of Video

With broadband becoming more accessible and more

affordable, even more South Africans are able to

access the internet from their own homes. As a

direct result of this, the Internet as medium for the

uploading and distribution of video will play an ever-

increasing role in every day communication.

Following the popularity of video on the Internet,

companies are starting to include video as corporate

communication medium on their company intranet.

The reason for this is obvious: not only are videos

easy to download and duplicate, it can also be

updated to include the latest up-to-date information.


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Conclusion

We trust that, as prospective video maker, you found this e-Book

useful and that most of your questions regarding the various steps

and processes involved in the making of a video were answered.

At Sound Idea Productions, we will gladly answer any additional queries you may have. We are

also looking forward to providing you with the necessary assistance and working with you as proactive

supplier in the making of your own corporate video.


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About:

SoundIdea

At Sound Idea Productions, we help our clients to get their message acrosswith impact, by creating dynamic new-media and print-based communication

material.

Our areas of expertise include video production, web design and development,

as well as graphic design and multimedia productions.

For more details visit our website on

Alternatively, please contact our offices directly on 012 664 4227 or via e-

mail on


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