in focus: online video for charities. creatives group, 26 january 2016
TRANSCRIPT
In focus: Online video for charities
Chris Carr
Digital Film and Media Manager
What we’ll be talking about
1. Managing demand and resources
2. Planning and delivering projects
3. Keeping audiences engaged
4. Accessibility
5. Top tips
About Scope
About you!Overview of video production at Scope
Quality assurance and commissioning
In-house production team
Management of external suppliers
YouTube channel development
Training and support
https://youtu.be/vE2HgtoOE7g
Managing demandand resources
Managing demand and resources
Planning ahead with internal clients
Making the most of your resources
Outsourcing
Training
About you!Planning ahead with internal clients
Allocations
Rate card
Internal production
Re-edit existing film
“Case-study” film
Two dayshoot film
Three day shoot film
External production
Micro-budget
Small budget
Standard budget
Medium budget
Large budget
Scope “Rate card” classifications
About you!Planning ahead with internal clients
Allocations
Rate card
Film production champions
Quarterly meetings
About you!Outsourcing
When do we outsource?
Pros and cons
Getting the most out of suppliers
About you!Training and support
Identify potential talent amongst
supporters and staff
Source cheaper equipment
Create easy to understand support
resources
Develop and deliver a project
together
https://youtu.be/-JNCU-ODjZE
Planning and delivering projects
Planning and delivering projects
Our production lifecycle
Starting off on the right foot
Planning for launch
How we edit and review
Our production lifecycle
01.
Project
proposal
02.
Research &
plan project
03.
Production
04.
Narrative draft
06.
Final cut
07.
Finalisation
08.
Optimisation
10.
Review
05.
First cut
09.
Distribution
About you!Asking the right questions at the start
Message, audience and CTA
3-5 key soundbites
Budget, deadline, signoff
Our pre-production resources
Film treatment
and schedule
Filming brief
Including:
Run sheet
Shot list
Question list
Kit list
Launch marketingplan
Supplier film production brief
Including appendices:
Quality standards
Imagery guidelines
Brand guidelines
Production stages
About you!Planning for launch
Title, description, keywords, thumbnail
Advertising budget
Seeding
Tent-pole events
https://youtu.be/6_VsgirYZ30
Our production lifecycle
01.
Project
proposal
02.
Research &
plan project
03.
Production
04.
Narrative draft
06.
Final cut
07.
Finalisation
08.
Optimisation
10.
Review
05.
First cut
09.
Distribution
About you!Three stages of edit and review
Narrative draft:
Focus on content first
First cut:
Picture lock
Final cut:
Most time consuming tasks last
Our production lifecycle
01.
Project
proposal
02.
Research &
plan project
03.
Production
04.
Narrative draft
06.
Final cut
07.
Sign off &
encode
08.
Upload &
optimisation
10.
Review
05.
First cut
09.
Outreach &
distribution
https://youtu.be/ObeLB6Mt_bw
Keeping audiences
engaged
Keeping audiences engaged
YouTube Nonprofits program
The basics
User generated content
Planning for paid advertising
Multi-channel strategy
About you!YouTube Nonprofits program
www.youtube.com/nonprofits
Donation function
Custom external links
Custom branding options
About you!The basics
Grab attention quickly
Keep attention
Call-to-action (CTA)
Shareable
www.sharelinkgenerator.co
m
Attention span
Source: TubeMogul
Structuring our films
Grab
attention
Lo
go
?
Keep attentionCall-to-
action
/ Share
15secs. 5secs. 30-60secs. 15secs.
About you!Developing the concept
Also ask:
Are we being original / pushing boundaries?
Could we shock our audience?
Could we be less literal in presenting our
message?
Can we add a twist?
https://youtu.be/VYcNScPvUbs
About you!Planning for paid advertising
Ensure internal clients are building into
budgets
First 5 seconds are key
A/B test different versions
Evaluate
About you!Multi-channel strategy
Pick the right digital video platform for
your project
YouTube: longer, ever-green content
Facebook video: awareness, interaction
Twitter / Instagram: short form, events,
infographics
Accessibility
Accessibility
Audio
Visuals
Text plates
Astons / name straps
Captions and transcripts
Animation
About you!Audio
Needs to be clear and clean
Minimal background noise
Ensure there is a visual alternative
e.g. subtitles
About you!Visual
Audio description version?
Transcript for screen readers
Avoid shots or transitions that are
distracting or uncomfortable to view
About you!Text plates and astons
Voice over accompaniment
Left aligned, simple san-serif fonts
Avoid complex animated effects,
transitions or styles
High contrast and large in the frame
Move astons to upper-third
We exist to make this country a place where disabled people have the same opportunities as everyone else
Sam Maynard
Shop manager
About you!Captions and transcripts
Captions:
Centre position
White text on black background
Indicate new speakers
Two lines max.
About you!
Amara.org
Free account
Create, sync and download custom
closed captions files
Switch off automatic captions
Captions and transcripts
About you!Captions and transcripts
Transcripts:
Describe action as well as spoken
content
Provide link on every page with a video
Strip out unnecessary styling
About you!Animation
Keep simple
Minimise animation of text
CTA buttons should be large
Simple transitions – either fade to
white or black
https://youtu.be/5Q9NKyZ1kwg
Top tips
About you!Resourcing
Estimate how many films you can deliver
per year for clients
Plan ahead with them
Build in lots of time for last minute
requests
About you!Pre-production
Be clear on message, audience
and CTA
Empower and be transparent with
your client
Don’t be afraid to develop an overall
creative concept in-house
Test your concepts
About you!Production
Plan rigorously – and overestimate
on timings
Invite your client on the shoot
Have clear roles and responsibilities
Don’t forget to get great
photography for thumbnails
About you!Post-production
Have a clear timetable and process
Get narrative content sorted first
Get attention then essential content only
Create and use templates to save time
Test with target audience
About you!Launch
Be consistent and regular in your release
pattern
Link content together
Optimise and curate
Paid advertising and outreach
Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk
Creatives Group
26 January 2016
London
#charitycreative
In focus: Online
video for charities