… make the most of a project video
1. Preparation
Video is a powerful communication method that can be used in so many ways — for internal staff communications, training and recruitment, winning work or showcasing how innovation helped overcome a challenge. Therefore it’s important to first think carefully about what the video will be used for, who will be watching it and where will it be seen as this will determine the style of the final footage.
2. Briefing
As well as briefing the film company it is crucial that interviewees are fully briefed and prepared, particularly as many people can become tongue-tied as soon as a camera is pointed at them. Rehearsing the key messages and tone of the piece is therefore important, but equally, it’s worth remembering to strike a balance as you want the video to appear as natural as possible rather than being too scripted.
3. Involve the client
Interviewing the client or project team is a great way of securing third-party testimonials and adds another dimension when a project is being discussed. They can add another perspective when communicating the project’s vision, the approach taken and the collaboration needed to find solutions. Similarly, interviews with end users on their experience of working or living in the completed building can really bring home just how important the project has been.
4. Upload to YouTube
Set up a YouTube account and post your video online to increase awareness and provide an additional portal to direct people to so they can learn more about the company or project quickly and easily. Creating a YouTube account also provides another opportunity to communicate key messages and helps drive traffic back to your website. Remember, therefore, to think about appropriate branding on the site and to brand the opening shots of your video.
5. Make use of out-takes
The nation loves to watch the funny out-takes that will inevitably occur during video production. Okay, so you may not want your out-takes to be shown on YouTube or to the wider world, but why not consider showing some of them as a light-hearted end to a staff conference?
By Gail Gillatt, marketing manager at Shepherd Construction
