4 steps to creating campaign videos

Digital marketing, Branding, Communications | Lauren Pettitt | 30 October 2018

This year, whilst interning with Ecoteer, CIM student of the College, Lucy Wood, had the chance to work with fantastic videographer, Jordan Curzon, and his team of photography and videography interns.

However given they were all on the move between projects at different schedules, it was quite challenging to sit down and plan campaign videos. That’s why this year they have introduced a 4 step video briefing and production process so that no matter where they are, they're on the same page.

Creating video content is absolutely critical for marketers. A picture can paint a thousand words but a video can paint millions. Video gives marketers the chance to convey their messages and value propositions in far more detail whilst keeping the audiences attention.

Step 1. Produce a brief and storyboard

Between us we created a briefing template for the marketing team to complete and send to the videography team. This included important information such as: target audience, deadlines, purpose, deliverables, locations, content and social media requirements. Then the video team produce a short storyboard highlighting the key scenes and show us for feedback.

Step 2. Filming

One of my favourite parts of working on video campaigns have been getting out in to the field to help with shooting when it’s been possible. It’s important to get all the footage you need, make sure the locations live up to the vision for the campaign, ensure audio is accurate and that the messages are conveyed in the way they were intended. There’s nothing worse than having to go back out and re-shoot.

Step 3. Feedback

Proofing the video is essential. Ensuring the audio is of a high quality and that any subtitles match the audio and are spelt correctly, adds to the overall quality of the video.

Step 4. Video launch

The final step is to plan and execute a video launch. Incorporating this in to an integrated communications plan is ideal. I’ve found that releasing a shorter clip on social media and linking to the full video on YouTube is a great way to drive traffic to your channel and captures those really interested in your content. We then promote the video via our email newsletters as a different method of promoting the video.

Find out more about Marketing in Conservation, as well as Lucy's journey in Malaysia so far, on the Sustainable Marketing Academy's blog

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