In an age where newsrooms are watching every penny, how do you make video work? Is it really possible to have a video strategy that doesn't break the bank? We'll run through some money-guzzling project examples and how we learned from those experiences to make video work better for us. We'll also share best video practices from our newsroom, and explain our workflow, from idea to shooting to editing and publishing/promoting.

1. How NOT to break the
bank with video
3:00pm - 4:00pm | #ona15newsvid
Angela Pacienza
The Globe and Mail
@AngelaPacienza
@GlobeVideo

2. 1. Best practices
2. Lessons from money guzzlers
3. Wins
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3. #ona15newsvid
6 ways we save $$$,
take shortcuts &
streamline video
production

4. Strategy first!
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5. ASK THESE QUESTIONS FIRST:
• What’s your brand?
• Who’s your audience?
• Where’s your audience?
• Why video?
• How do you measure success?
Strategy First! | #ona15newsvid

6. Build the right team
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7. OPTIONS FOR BUILDING TEAMS:
• VJs
• Editing Specialists
• Converted Reporters
• Converted Photographers
The Right Team | #ona15newsvid

8. A FEW KEY ROLES:
• Host: familiar face
• 5 video specialists: Shoot, edit
• 2 digital editors: audience insights,
optimization
• Production editor: coordination keeps
costs down
The Right Team | #ona15newsvid

9. NEWSROOM APPROACH:
Raise the VQ of reporters so they can
spot a video story
The Right Team | #ona15newsvid

10. Ottawa shooting clip
The Right Team | #ona15newsvid

11. BE MINDFUL:
• Focus production on your brand’s strengths
• Disciplined with programming & production
• Know how to say No
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12. Use the right tools
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Patrick Dell
The Globe and Mail
@PatrickDell

13. CONSIDERATIONS:
• When investing in gear become
comfortable with the phrase “good
enough”
• Beware of “false economy”
• Cheap and free tools
• Storage is a BIG challenge
The Right Tools | #ona15newsvid

14. Have a smart workflow
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15. STEP 1: Does it pass the smell test?
• What’s the headline?
• Is it visual?
• Would you share it?
• How long can we promote it?
Smart Workflow | #ona15newsvid

16. STEP 2: Plan
• Prep work (aka journalism)
• How will we sell it?
Smart Workflow | #ona15newsvid

17. STEP 3: Execute
• Bring the correct gear
• Shoot economically - A.B.E. always be editing
• Shoot in sequences (wide, medium, details)
• Have branding templates for regular
features
• Go-to folder for licensed music
Smart Workflow | #ona15newsvid

18. STEP 4: Publish, Promote & Post-mortem
• Publishing schedule similar to TV guide
• Rotates through various slots on
homepage, article pages, app
• Social roll-out
• Weekly reflection
Smart Workflow | #ona15newsvid

19. Use franchise method
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20. What? Service journalism around core
content pillars
Why? Provides solid ROI and grows
engagement
How? Shoot 4-8 videos/half-day
Franchise Method | #ona15newsvid

21. Franchise Method | #ona15newsvid
YOGA BASICS
-5 EPISODES/MORNING
CARRICK TALKS MONEY
-40 EPISODES OVER 2 DAYS

22. #ona15newsvid
Embrace the Piggyback

23. HOW TO GET A PIGGYBACK RIDE:
• Expand your sources of where you draw video
• Develop partnerships
• In-kind partnerships
• Public domain & Creative Commons
Piggyback | #ona15newsvid

24. #ona15newsvid
Money Guzzlers

25. Money Guzzler | #ona15newsvid
#1: LABOUR COSTS
WHAT: A daily, hosted noon-time show (6-8 minutes) comprising
of three segments
PROBLEM:
-Overly complex infrastructure
-Decent traffic, but heavy on labour costs
LEARNING: Newsroom VQ jumped; we also introduced a new
advertising unit to our offerings; benefitting from both now

26. Money Guzzler | #ona15newsvid
#2: TECHNOLOGY
What? Need to be able to publish video in multiple
ways
Problem: Clunky integration with our CMS; variety of
systems to make video work means many points of
failure
Lesson: Review constantly, and don’t be afraid to
change course

27. Money Guzzler | #ona15newsvid
#3: CONTENT VS BRAND
WHAT: Collaboration with doc filmmaker for shorter cut of
feature film
PROBLEM: Opposing definitions of journalism
LEARNINGS: Implemented new process requiring script and
outlines before an edit begins; share our Code of Conduct; be
upfront that it’s an involved process and we will question
everything

28. Money Guzzler | #ona15newsvid
#4: DEMAND VS QUALITY
WHAT: Major editorial project on income inequality
PROBLEM: Massive demand for video led us to produce multiple
video features
LEARNINGS: Need strong communication about why video at
beginning of project
Two years later, a project on consumer debt was huge video
success

29. WINS
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30. #ona15newsvid
What? Federal Leaders’ Debate 2015
How? Took a low-cost risk in 2014 by collaborating on
a mayoral debate
Lesson learned: Small risks give you confidence for
bigger risks

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What? The 5154b dive
How? Used the right gear at the right time
Lesson: Pre-planning led to simple half-day shoot
which yielded feature, social clips, lots of buzz; breeze
to edit

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What? Saving Cyla
How? Multimedia project built around the power of
video to tell this particular story
Lesson: Laser-like focus flowed from strong planning;
everyone knew purpose of every element; lead
reporter had high VQ

33. Questions?
@AngelaPacienza
apacienza@globeandmail.com
@PatrickDell
pdell@globeandmail.com
#ona15newsvid

34. #ona15newsvid