Marketing + Video

How to Produce High-Impact Marketing Videos From Start to Finish

Marketing videos are an essential part of your brand. These powerful marketing tools can communicate important messages to your prospects and leads.

Consumers prefer to watch videos to better understand who you are, how to work with you, and why they should trust your product or service. Plus, videos give your digital marketing presence visual appeal and make websites more attractive and interactive.

Videos are a wonderful addition to your overall marketing strategy and brand identity, but the process of producing these videos can be overwhelming. Learning new terminology and familiarizing yourself with the process can provide clarity and help the project run smoothly. In this blog post we offer an overview of our entire video process from start to finish.

Our marketing video production process includes seven steps:

1. Kick-Off Meeting
2. Pre-production and the First Pitch
3. Scripting and Shot Scouting
4. Production Day
5. Post Production
6. Video Reveal
7. Final Product Delivery

Below you can read more about each step in our marketing video production process. Our hope is that this video project planning guide will be helpful to our new clients as well as future clients who may be considering a video project in the future.

Step 1: Kick-Off Meeting

When you’re ready to start the marketing video production process, the first thing we will do is schedule the kick-off meeting. During this time you will meet our video project manager and work through a series of questions to help us get to know you. The goal here is to discover the best way to market your product to your unique audience and the various ways we can take your vision and turn it into a custom, handcrafted video.

During our kick-off meeting, we will work with you to learn about your company, outline your project goals, define your audience, and establish the final deliverable products, travel needs, and delivery milestones.

Some of the information we are looking for in the initial meeting includes:

• The history of your company
• Your goals for the video
• Information about your audience and how you want them to feel
• Where the video will be viewed
• Whether or not actors are needed
• Timelines and delivery milestones including any equipment or travel needs that may arise
• Any other questions that could help us ensure that we are aligned with your vision for the project

At the end of the kick-off meeting, we will both walk away with a clear direction on the type of video we will be producing.

The two primary videos we create are brand videos and testimonial videos. A brand video is used to tell your story, how your brand came to be, and how you stand out in a crowded marketplace. A testimonial video gives the spotlight to your clients, allowing them to share about their positive experiences with you. While these are the more common video styles our clients want, you may have something different in mind. We can work with you to create the video that best suits your unique needs.

Once the kick-off meeting is complete we move into the preproduction stage of our video process.

Step Two: Pre-production and the First Pitch

The pre-production step is all about planning. We invest heavily in this phase to ensure that the project runs smoothly, within scope, and turns out exactly what you’ve envisioned. The better the project is planned, the better the end product will be.

Some of the things our team tackles in this step includes:

• Creating a digital storyboard of filming locations, shot ideas, and light scripting to convey the direction and mood of the video
• Collecting brand assets, e.g. logos, photos, etc.
• Determining script and talent needs such as actors or voice-over narration

The turnaround time of this phase is typically two weeks. When all of the details are mapped out, we will present the production plan for your approval. This meeting is called “The First Pitch.” You will have a chance to comb through the details and make sure we’ve met your expectations. If no changes are needed, we will begin scheduling filming times. Speaking of timing, be sure to keep the weather and season in mind as you plan for video shoots.

Step Three: Scripting and Shot Scouting

Upon approval of the First Pitch, we will get to work on writing a complete script and putting together a detailed shot list for your video. This process can take two to four weeks but could vary depending on the size and scope of your project. Your project manager will keep you posted on all timelines and milestones throughout the process.

During this time we will work with you to cast actors if needed, finalize filming locations, and schedule any travel required to capture the footage. You can hire actors if budget allows, or you can recruit co-workers or friends to star in your video. With the final script and shot list in place, we can move into the production phase of our process.

Step Four: Production Day

This is where the heavy lifting kicks in—literally! On production day, our team arrives and sets up to begin filming. We refer back to the storyboard and shot list to make sure we capture all the footage we need to fulfill your vision for the video including interviews and live audio recording.

When filming interviews we will stage the shot in an appealing and quiet spot to get the best quality audio. This is crucial to ensure that there are no additional voices or distracting sounds in the background.

Once all of the video and audio are captured, we pack up our gear and head back to the studio to begin the post production process.

Step Five: Post Production

When filming ends, post production begins. This is the stage when our editors sort through all of the footage and begin making cuts. Remember that quality work takes time. There are normally hours of footage for our editors to review to find the perfect shots for your marketing video. Some of the assets implemented in the post-production phase include:

• Animation
• Motion graphics
• Voice-overs
• Music
• Live audio
• Titles
• Logos

The post-production process can take anywhere from three to four weeks depending on the size of the project. We know you will be eager to see the first cut and appreciate you giving us the necessary time to work our magic.

Step Six: Video Reveal

This is the moment we’ve all been waiting for: the first look at your new marketing video! At this point your video has moved out of  “draft” form and is to be considered a final product. We use cloud-based frame.io to share the first version of your video with you and you’ll have the opportunity to offer your feedback. If you are satisfied with the first version, the project moves into the “Final Product Delivery” phase. If edits are required, we can make minor tweaks or corrections and return a second version within one to two weeks.

Step Seven: Final Product Delivery

When your marketing video is approved, we move into the product delivery phase. In this stage, we will polish off your video and package it for delivery. This typically includes removing any watermarks or placeholders that may have been included in the initial version. Then we save your video in the various sizes and formats you originally requested  in the kick-off meeting (e.g. web, broadcast, social media, etc).

We Create Unique Videos Handcrafted Just for You

When you choose Cross & Crown to produce your marketing video, we will go over each step of our video production process with you before we begin so that you will be clear about what to expect. Because each project is built from scratch, we work hard on the front end to ensure that there are no surprises. To make sure that we’re all on the same page, we will have you sign a process agreement which serves as the official launch of the project.

C&C Video Process from Cross & Crown – Video Department on Vimeo.

We would love to work with you to bring your next video project to life! Please contact us if you have any questions or to learn more about our marketing video process. We look forward to working with you soon!