Got Video?

By Rene Ramos

In today's busy world it is more important than ever to communicate your message as succinctly as possible. Your audience must quickly understand the benefits of buying your product or service. Have you wondered how to separate yourself from the competition, coming across as approachable, and really connecting with your audience? Maybe it's time to think video!

Video marketing makes it possible to connect on a more personal level with your audience by allowing them to see who you are. Video affords you the ability to present your product, samples, portfolio, testimonials or demo your service in action. Posting your video on social media sites will help you to reach an even larger audience. It's easy to get started and LeapFrog Solutions is here to help you. Let's begin with some basic guidelines.

OBJECTIVE: Start by defining the objective of the video and how you would like for your audience to feel or react after watching. What is the desired tone or mood for the video? Is there a corporate branding guideline that must be adhered to (colors, fonts for titles, styles)? What is the desired deliverable format (DVD, Web-based, closed captioning)?

BENEFITS: Detail the ways in which your audience can benefit from your product or service. What other messages must be conveyed in the video? Are there cast members available for testimonials?

SCRIPT/CAST: Collect data specific to the objective such as facts, figures, possible shoot locations/cast members, and provide to your script writer. Will you require assistance writing the script? Will you require actors or voiceover talent? What is the target running time/length of the video?

MATERIALS: Collect products or items pertinent to the shoot. Is there any existing video or graphics that can be integrated into this project? Would stock video or images be appropriate? Are there appropriate neighboring locations for B-roll footage (backgrounds, work-related environments)?

SCHEDULING: When is the desired date of the shoot? Does cast availability, location or season play a role? Will any licensing, badges, security clearance, parking permits or travel accommodations need to be obtained? How many hours per day will the shoot location be open/available?

Pictured below are the script and storyboards for the Community Immunity – "I Can't Do It Alone" public service announcement that LeapFrog Solutions developed for the Fairfax County Health Department. The objective is to communicate the importance of flu vaccination for all of us. Be sure to see our resulting videos by clicking here.

Our team holds firm in the belief that a successful client-agency relationship is conducted as a partnership. As always, LeapFrog Solutions is here to help at any point in your marketing communications and planning process. We understand the challenges, time restrictions and budget constraints you may be facing. Through our integrated approach we are able to deliver a clear road map based on sound strategy that will Make Your Message Matter®.

As the LeapFrog Solutions Creative Director and author of this article, Rene Ramos has enjoyed the privilege of contributing photography and illustrations to both iStockphoto and Shutterstock since 2006. Take a moment to check out his work.

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