The Ultimate Guide to Commissioning a Corporate Video

The Ultimate Guide to Commissioning a Corporate Video
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THE ULTIMATE GUIDE
TO COMMISSIONING
A CORPORATE VIDEO

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Introduction: a few facts to kick off
10 types of video companies use to get
ahead
Choosing the right style for your video
Commissioning a corporate video production
company: a step-by-step guide
The video production process
How to maximise ROI on your finished video
Conclusion
2
4
8
11
15
16
18
CONTENTS
1
2
3
4
5
6
7

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They’re much more inclined to agree to a video interview
thanawrittentestimonial,andanon-cameraendorsement
lends more credibility than their words alone. It helps if all
of your clients are really really ridiculously good looking
(like ours).
Video: people just preferit.
Training manuals: people don’t love reading
them (shocking news, we know).
Show, don’t tell:
To the point that they’re more likely to hang around your
website if you’ve got one there for them to watch. Really,
if you’ve not got a video, you’re being a bad host.
If they have to do training, they’d much rather watch a
five-minute video. Stop boring your employees, would
you?
Prospects might love your product or service, but
they HATE reading instructions. They don’t know what
‘transfigure the focusing crystal’ or ‘accelerate to 1.21
gigawatts’ means – just show them how to work the damn
thing with a video.
Yourclients are always readyfortheirclose-up:
INTRODUCTION:
A FEW FACTS
TO KICK OFF1

3
Yourfuture in video
You’ve definitely seen this stat before. It’s hard to escape in video circles, and we’re
already in 2015 now, so whether or not it will come to pass is kind of difficult to say. But
it’s a good example of how important video content is, so here goes. Cisco gazed long
into the crystal ball and forecast that by 2017, video will make up:
– a figure that
goes up to 80-
90% when you
include traffic
such as peer-
to-peervideo
sharing.
Of course, it’s a pretty big deal already, so hitching your wagon to
this particular star is a smart move in any case – and missing out
is pretty much the precise diametric opposite. A good corporate
video is a way for you to show off your services and your company
culture in a way that people will remember. It has immense lead
gen power, but like most things, it’s a bit daunting if you’ve never
done it before – which is why we compiled this handy little guide.
69 percent of all
consumerinternet traffic
How video can help you meet your content marketing goals
The style – and substance – of your corporate video
Covering all your bases
What to prepare for when you’re producing
Money, money, money (or, how to turn a nice video into
equally nice ROI)
We’ll walkyou through:

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There’s nothing worse than a video that has
no real reason to exist. Now, granted, many
pointless clips become immensely successful in
their own way – from the dancing CGI baby of
the late ‘90’s to the Numa Numa guy. But that
stuff is like lightning in a bottle: knowing what
inexplicable thing is going to capture the popular
consciousness is borderline impossible.
Explainervideo
Do your salespeople get tongue-tied when they’re trying to demonstrate
the value of your product? Well, get better salespeople. Being able to
sell stuff is sort of a prerequisite for that job.
But even so, sometimes a product can be pretty tough to describe, and
an explainer video is a great way to get an audience engaged with your
product (hint: they’re especially effective when they’re animated).
Do your salespeople get tongue-tied when they’re trying to demonstrate the value of your
product? Well, get better salespeople. Being able to sell stuff is sort of a prerequisite for
that job.
But even so, sometimes a product can be pretty tough to describe, and an explainer video
is a great way to get an audience engaged with your product (hint: they’re especially
effective when they’re animated).
As with any other piece of
marketing or sales content, you’re
much better off orienting your
video around a defined purpose.
The actual substance of your
video will vary depending on this
goal, but here are some common
styles that get great results.
10 TYPES OF VIDEOS
COMPANIES USE
TO GETAHEAD2

5
Case studyvideo
Got a happy customer? Of course you do. Now put ‘em to work (if they’ll
let you). A video testimonial reassures prospects that yours is a good
product or service – after all, other people are saying so, and if other
people saying so, it must be true!
Get your customers to sing your praises and you’ll see excellent results.
Recruitment video
Hey, they’ve been doing these since World War II. You’re probably not
quite THAT eager to get people on board, but it’s still an avenue worth
exploring if you want to give prospective hires an idea of your company
culture.
A recruitment video is there to show off your company at its very best –
and to let potential applicants know what they’re in for.
Training video
We said it before, and we’ll say it again (this time with italics): training
manuals are boring as hell. Even the most patient employee will struggle
to sit there and read all of it.
It’s like school. Nobody in history class really wanted to read Antony
Beevor’s Stalingrad, definitive account of WWII’s major battle though it
may be, but they happily watched the Stalingrad episode of The World
at War. Why? Video, basically, doesn’t feel like work in the way that
required reading often does.
And because of that, audiences retain information communicated
through the medium much more easily – whether it’s an instructional
video to induct or upskill employees, a company-wide health and safety
video, or anything else you need to get your staff up to speed on.

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New product demo video
Look, it’s one thing to say you’ve invented the first hoverboard/genuine
artificial intelligence/talking toilet, but it’s quite another to prove it. When
you’ve done something incredible, your customers want to see it in
action.
If you have a product that simply must be seen to be believed, a demo
video can help you show off its design and functionality.
Call-to-action video
A call-to-action video is exactly what it says on the tin (yes, videos do
come in tins. Don’t question it). You’re trying to compel your customers
to action, but a simple button isn’t doing it for you. If you want to get
people to sign up for that free trial, download that eBook, or fill out that
survey, a little video encouragement goes a long way.
Annual report video
Business updates don’t have to be mind-numbingly dull. Let your
employees and shareholders know how well or poorly you’re doing
with an engaging annual report video – there may be no better method
of stitching a human face on the soulless mechanical edifice of your
company.

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It’s good that your company’s exhibiting at a trade show or taking part in
conference panel discussions, but there’s no denying that the audience
for these things is, by design, limited to attendees. A highly relevant
audience, for sure, but a fairly small one nonetheless.
Make the most of your event by recording it! If you’ve got clients in
attendance, use it as an opportunity to film their stories; if you haven’t,
be sure to capture any panel discussions your company’s experts are
taking part in. This way, you’ll get returns that far exceed the boundaries
of the conference hall.
Event video
FAQs and customerhelp videos
Are your clients or prospects bugging you or your customer service
team with the same questions over and over again? A one-off FAQ
video can address their needs quickly and easily – and without taking
up too much of your staff’s precious time. Be sure to place it somewhere
prominent, though: if they can’t find it, it won’t be much good to anyone!
Crisis management video
If you’re having a communications crisis, you won’t always know how
to get everyone to chill the hell out about it. Just running around yelling
‘WE’RE SORRY’ isn’t likely to accomplish much: you need to find a way
to control the messaging.
Guess what? Video’s good for this, too! In particular, it lets you broadcast
statements and key clips across a number of different channels, on a
really tight turnaround. Whether you need to show people how contrite
you are physically (some classics include: single tear rolling down
cheek, full-on inelegant blubbering, the downcast Charlie Brown walk,
self-flagellation – feel free to put your own spin on it) or issue a defiant
rebuttal to imbalanced critics, video is pretty much the perfect way to
go about it.

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Once you know what it is you want your
corporate video to do, the next step is
to decide what style the video will take.
A production company will be able to
guide you through the options and help
you choose which format will best portray
your message. Remember that style is
a major factor not only in the success
of the video but in the company image
it portrays, so choose a format that you
feel best showcases your brand.
Animation
No, they’re not just dumb cartoons for kids. Animation is a great way of
presenting complicated information in a way people understand and
respond to. You can make them with traditional animation, physical
materials shot in stop-motion (remember A-ha’s video for Take On Me?
Remember how cool it was? Basically – that), or created using computer
graphics software.
An animation will often require less manpower than a live shoot, but
it can be pretty hard work for an artist. It frequently pays off, though:
animations are among the most striking and original corporate videos
out there.
Style should never take precedence over
substance – but it does, all the time. The
format of your video will often determine
whether or not people actually watch it,
and it’s an essential part of making sure
your company is conveying the right
image. A good production company will
walk you through the following popular
options (and because we are one, we’ve
listed a selection below!).
RIGHTSTYLE FOR
CHOOSING THE
YOUR VIDEO3

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Live action
Live action is basically, uh, not animation. A crew takes cameras and
such, and films a thing in a place. Everything and everyone is real.
Sometimes there will be graphics or visualisations, sometimes animation
and live-action can co-exist like in Who Framed Roger Rabbit?, but
mostly it’s real stuff in a real location.
Whether or not any of it is more ‘real’ than animation in, like, an existential
sense is something we’ll probably leave to the academics.
Interview
When your clip features real executives from your company, it’s
tempting to just have your CEO look right at the camera and talk. If you
want something a bit more personal and casual, however, it’s worth
considering an interview format, where the subject speaks directly to
an unseen questioner (usually against an impressive view like a London
skyline, or something cool like the Great Pyramids or whatever).
Time lapse
Everybody likes a good time-lapse video, but they’re a bit of a pain
to film. Unfortunately, it’s a bit more complicated than just leaving a
camera running in front of something and going for a long nap.
Still, if your product takes a while to get up and running, or if one of your
processes is especially protracted, it’s possible for a time-lapse video
to compress a lot of time into a short video clip – something which can
really impress your prospects.

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Using a documentary format is a good way to give people the ‘inside
scoop’ on your company without actually exposing them to Terry from
Accounts arguing with Bill from Operations or other sensitive stuff. It’s a
chance to let your company put its best foot forward and show potential
clients what it’s all about – while maintaining some vague semblance of
reality.
Of course, everyone knows it’s not really an objective portrayal of your
business, but suspension of disbelief will generally win the day.
The king of comedy?
Look, you can try to be funny; that’s fine. Be aware that 1) you’re probably
not (most people aren’t) and 2) not everybody shares a sense of humour
– if your target demographic is accountants, for example, you’ll likely
have better luck with something dry and analytical than some kind of
parodic/comedic endeavour.
This is ESPECIALLY true of parodying viral clips like Gangnam Style or
Harlem Shake. Even mentioning those things just conjures up images
of ‘2013’, doesn’t it? These things have a very short shelf-life, and pale
imitations even more so. Think about Monty Python vs. all those people
who quote Monty Python: the former are well-regarded, the latter are the
most irritating people on the planet. If you want to be funny, be original
about it.
Documentary

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Step 1: Decide yourbrief
It’s necessary to reiterate that a pointless video is also a worthless
one. If you’re starting with the sentiment that a video would be
nice to have – but not much else – then you need to have a bit
of a think about what you want to achieve. More sales? A steady
supply of excellent CVs for your vacancies?
Whatever it is, tell the production company about it and they’ll
be able to guide you through your options in terms of style and
content.
If you need to prove to your clients that your product works, for
example, you’ll probably be advised to consider a brief demo
video. But if it’s not a particularly exciting or flashy service – or if
the way it works isn’t something that can be conveyed easily in
live-action visuals – you might be told that an animated explainer
video is the way forward instead. It’s not an exact science. Look
at your potential video from every angle, and go with the one that
feels right for you.
COMMISSIONING A CORPORATE
VIDEO PRODUCTION COMPANY:
A STEP-BY-STEP GUIDE4

12
Step 2: Set yourbudget
Everybody wants Michael Bay-level explosions; not everybody has
Michael Bay-level finances.
Be realistic, and find out how much the video you want is going to cost
as soon as possible. Your agency should be happy to walk you through
the costs associated with different types of video formats – and crucially,
they should be transparent about their pricing. Your company, in turn,
should be honest about what you can afford from the get-go: a half-
finished clip is no good to anyone, so you really don’t want to run out of
money partway through.
Step 3:
Source an agencythat you trust
Whether your brief is good or bad, whether your company works a tight
or extravagant budget, and whether you go for live-action or animation,
your production company will be the difference between a good video
and a waste of money.
Finding an agency you can trust is necessary for an honest, productive
and creative relationship. You need to have a borderline-spousal level of
intimacy with whoever you go with: you need to be prepared to tell them
everything, and be able to deal with whatever feedback they happen to
provide.
If your CEO’s adamant that he should perform in the video, but acts like
Keanu Reeves’ anhedonic little brother, you have to be able to accept
this criticism and communicate it in order to create the best video.
Broadly speaking, it’s worth trusting your agency’s judgment in matters
like these – they’ve shot many more reels of film than you have, after all!

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Step 4: Give them the brief
and get a proposal
Supply the production company with a clear brief so they can propose the best plan
for your video. When you're reviewing this, remember it's a two-way conversation and
work together if you have any feedback. Once you're agreed on the proposal, the
production company can get ahead with planning the logistics.
To this end, it’s vital to have a brief that outlines precisely what you want; if you don’t,
you shouldn’t be surprised when you get something entirely different, but technically
in line with what you asked for. If there’s any confusion, clear it up immediately –
nobody expects you to have storyboarded it in your head, but at the very least, you
should be able to point out the kind of thing you want in your film. It’s also worth
taking the company’s feedback into account: their experience makes them able to
communicate 1) how practical your ideas are, and 2) whether or not they’ll actually
work if implemented. Once you’ve agreed a plan, the production guys can go ahead
with the tedious but all-important business of sorting out the logistics.
You know Aladdin, where the genie’s a nice dude and tries his best to get the young
hero to hook up with the princess and defeat the bad guy and that? The genies in
the original mythology weren’t quite as benevolent (understandably so, what with the
phenomenal cosmic power/itty bitty living space deal): they’d grant wishes, but twist
them around in a messed-up sort of way. Nanabozho the Trickster Spirit, for example,
turned someone into a stone because they said they wanted eternal life, another
turned someone into a fox because they asked to become a great hunter.
The moral of these stories, typically,
is that poor communication is
potentially lethal, and it’s always
worth being as precise as possible
with your words. It’s a lesson that can
be applied to production companies
too; though they’re usually not evil,
they can usually grant your wishes
when it comes to video – as long
as you communicate your intention
clearly.
WELL THIS HASN’T
GONE TO PLAN...

14
What NOTto do
Do NOT ask 10 agencies to pitch: you're wasting your
time and theirs.
Do NOT request a proposal before you’ve got a budget.
Do NOT insist on a style that you’ve seen before – it’ll
probably date your video.
Do NOT write the script yourself (unless you’ve got some
experience in this area).
Do NOT suggest your CEO does the voice over (leave it
to the professionals).
Do NOT do anything unless you're serious about using
video to grow your business.
Things to look out for
Your video company should film in high definition, period.
You can always downscale to a lower resolution; you
can’t do it the other way around.
All video content should follow your brand guidelines
exactly.
Look at the company's previous work to check for quality
and creativity.
The company should be responsive to your enquiries.
It’s a big warning sign if they take days to reply to your
emails – heed it.

15
Pre-production
In pre-production, your marketing
contact and the production team will
agree key messages and visuals for
inclusion before producing a script
and planning the shoot in detail. Most
agencies or production houses won’t
have in-house writers (we happen to
know one or two, of course…).
Production
This is where the filming or animating
actually begins – on location or in the
studio. Crew size for a live-action shoot
will vary based on the nature of the
production and your budget, but at the
very least, there’s usually a director
and a cameraman operating one or two
cameras, a lighting rig, and a green
screen (if required).
Post-production
We call this ‘po-pro.’ It will definitely catch on.
Anyway, in the days after the shoot, the production team gathers up the raw materials
(footage, animation, etc.) and turns it into a finished product in the studio, much in the
way that a filthy, furry caterpillar will emerge from the chrysalis as a majestic Monarch
butterfly.
In the days following the shoot, the production team will choose the best shots and
edit them together with visual effects, graphics, music, and any voiceover audio (you’ll
generally have input into actors and whatnot, wherever on the James Earl Jones –
Maurice Gibb scale you want their particular timbre to fall). Once this is done, you’ll
have a draft video to review. This is your opportunity to either make any final changes,
or approve it and send it out for broadcast.
THE VIDEO
PRODUCTION
PROCESS5

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When the director’s yelled “Cut!”, it’s not over. In fact, your work’s just begun. After all,
you’re not done with the baby raising business once you’ve given birth. You’ve got to
nurture the child, help it grow, take care of its schooling, and turn it into a bona-fide
lead-generation machine (this is where the analogy collapses somewhat, we admit).
The point is, it’s essential to do some work to make sure your video gets the maximum
possible ROI, and to do that, you want to hook up with a production company that
can deliver a more integrated service (again, we happen to know one…). To get
maximum visibility, you’ll want to…
Give yourvideo pride of place
If a tree falls in a forest – and nobody is around to hear it – does it make
a sound? It’s a classic philosophical question, and people like to argue
about it to this day, but the real answer is that it honestly doesn’t matter.
Nobody heard it, so it might as well not exist.
The same basic principle applies to video. No matter how great the
quality, production values, or messaging, if nobody saw it, it was a
failure. You can avoid this by placing it prominently on your homepage
or other relevant online pages, and featuring it on your company blog
(if you have one). And don’t forget meatspace! The physical world does
still exist (we think – if it doesn’t, that’s another philosophical question
entirely), so stick it on a screen in your office’s reception area.
HOW TO MAXIMISE
ROI ON YOUR
FINISHED VIDEO6

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Send it to yournetworks
Your video might not have been made for them, but if it has new or
relevant information, it’s a good idea to make use of your existing
networks to get as many eyeballs on it as you can – this includes other
professionals in the sector and existing clients (in this respect, it’s a
good way to rekindle old relationships). A quick email directing people
to it can work wonders as a lead gen exercise.
PR and social media support
A targeted social media campaign is necessary to get your video
the biggest – and most relevant – audience. Bebo Twitter, MySpace
Facebook, and LiveJournal LinkedIn campaigns will get your business
in front of the right people and direct traffic to your website.
Traditional PR efforts are also invaluable in getting your video exposure
across multiple channels – and crucially, getting them to fill out that
form on your landing page to convert.
Advertise online
Paid advertising such as pay per click (PPC) ads can be an effective
way to send traffic to your video. Use tools like Google AdWords to
optimise your ads so that your video reaches prospects when they're
searching for services like yours.
PPC ads are useful because they’re the first thing people searching
for a specific term tend to see. You’ll want to optimise your ads with
relevant keywords before paying, though: there’s no point in your
grocery advertising ‘apples’ in an ad, because you’re liable to get
beaten by the multinational technology company, and you don’t really
want those search results anyway. Pick a good long-tail keyword and
try to get it as high up the page as possible within your budget.

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We know, we know, it’s
a lot to take in. We don’t
blame you for skimming –
CONCLUSION7
Be crystal-clear about what you’re trying to do. Nobody’s going
to be happy if your brief is vague as hell.
Do your research and decide what type of video will help you
achieve your goals.
Determine a realistic budget.
Find a good production company that can deliver a great
product.
Remember to optimise and promote your video for maximum
ROI. Money, contrary to popular belief, totally IS everything.
Most importantly, you need a video production company that
understands what your company is all about and how video
can help it grow. We might know where you can find one.
Anyway, here’s the TL;DR version:
we should really
make a video
of this at some
point.

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Think you're ready to start your corporate video
journey? Get in touch with Jamie and the team at
TopLine Comms today.
www.toplinecomms.com/services/video
+44(0)20 7580 6502
@TopLineComms
Jamie Field
Head of Production

The Ultimate Guide to Commissioning a Corporate Video

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