How to a Plan a Successful Corporate Film
Our video production team at Picture Book Films creates corporate videos and online films for a wide range of companies and organisations. Many are based in Brighton and London of course, and we also have clients across the UK.
Our team work with local clients, from Brighton Marathon and the University of Brighton, through to large international companies such as Siemens, Gap and Sony.
Whatever size your organisation may be, and whoever your audience is, there are some basic golden rules to follow when producing a corporate video.
Our production team have outlined some of the most important ones which we hope you will find useful when planning your next corporate film or video project.
Know your Audience
As with any film, intention is everything, so make sure you have a thorough briefing process which identifies who your target audience is and what the intention of the film will be. Think about how you hope your audience will react to the film, and what they will do as a result of seeing it.
This will help you map out a strategy for your film at the outset to avoid creative indulgence. It is also important to be clear on how the video will fit into your wider marketing and PR strategy.
Brand Storytelling on Film
In recent years we’ve seen a definite shift towards a storytelling approach across all areas of ‘content marketing ‘and film is no different. Companies routinely talk in terms of their ‘brand story’, and film has a key role in bringing this to life.
It’s very important to take the time needed to craft a compelling story that will resonate with your audience. The last thing you want to do is make a turgid corporate product. The Reithian principles of ‘inform, educate and entertain’ apply now more than ever.
How well might your film reflect your company’s brand values? How could it actually show these in action, instead of just spelling them out?
Aim for Emotional Impact
Our production team’s background as BBC and Channel 4 documentary makers means that we understand the power of telling a compelling narrative. The power of film lies in its ability to tell a human story and connect with an audience on an emotional level, so avoid the temptation to blind your audience with science or rely too much on dry data.
Think about ways you can engage your audience on a more immediate, personal andemotional level. Once you have made this connection they will naturally want to find out more about your company and its products.
This is a really key element and one we always emphasise to clients. In fact our most successful online films and corporate videos have been the funny ones. Get your viewers laughing in the first minute or so and they are far more likely to pay attention and get the vital message across. Crucially they are also much more likely to then share your video, maybe even helping you ‘go viral’ in the process.
Choosing your Cast & Using your People
One of the most important tasks for your corporate film will be deciding who will be the face of your film. Will you have a presenter, use one of your team, or perhaps use voiceover to narrate the film? Do you already have a suitable ambassador on board who is confident on camera and would make an effective presenter? If not, could you source someone appropriate, and do you know if you could afford them?
Consider the role of your staff too, who could be the best ambassadors you have. Think who would interview well, who can get their knowledge and passion for their job, and thus the wider company mission, across effectively?
As we mentioned earlier, video is a fantastic tool for making a strong emotional connection with your audience. If your viewers can see one of your team and listen to what they have to say, you are halfway to creating a relationship with a potential client.
Schedules, Costs and Budgets
Video production and filming shouldn’t be hard work- there are lots of stages and plenty to think about, but if planned and executed correctly it’s a fairly painless and fun process.
Spend time planning your film at the outset, get the creative brief right to begin with and make sure all stakeholders are happy with the brief. Schedule out each step and also agree the budget before production starts.
The editing process is the hidden side of video production. Once the crew wrap on location the process is barely half way through. Allowing enough time for a proper edit enables you to get the most out of your footage and craft the story and narrative that is perfect for your organisation.
Finally, colour grading and sound mixing the video really makes it shine and stand out from the crowd, so these are important steps not to scrimp on.