Christopher Carr, digitl film and media manager, Scope Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. In focus: Online video for charities
Chris Carr
Digital Film and Media Manager

2. What we’ll be talking about
1. Managing demand and resources
2. Planning and delivering projects
3. Keeping audiences engaged
4. Accessibility
5. Top tips

3. About Scope

4. About you!Overview of video production at Scope
 Quality assurance and commissioning
 In-house production team
 Management of external suppliers
 YouTube channel development
 Training and support

5. https://youtu.be/vE2HgtoOE7g

6. Managing demand
and resources

7. Managing demand and resources
 Planning ahead with internal clients
 Making the most of your resources
 Outsourcing
 Training

8. About you!Planning ahead with internal clients
 Allocations
 Rate card

9. Internal
production
Re-edit existing film
“Case-study” film
Two day
shoot film
Three day
shoot film
External
production
Micro-budget
Small budget
Standard budget
Medium budget
Large budget
Scope “Rate card” classifications

10. About you!Planning ahead with internal clients
 Allocations
 Rate card
 Film production champions
 Quarterly meetings

11. About you!Outsourcing
 When do we outsource?
 Pros and cons
 Getting the most out of suppliers

12. About you!Training and support
 Identify potential talent amongst
supporters and staff
 Source cheaper equipment
 Create easy to understand support
resources
 Develop and deliver a project
together

13. https://youtu.be/-JNCU-ODjZE

14. Planning and delivering projects

15. Planning and delivering projects
 Our production lifecycle
 Starting off on the right foot
 Planning for launch
 How we edit and review

16. Our production lifecycle
01.
Project
proposal
02.
Research &
plan project
03.
Production
04.
Narrative draft
06.
Final cut
07.
Finalisation
08.
Optimisation
10.
Review
05.
First cut
09.
Distribution

17. About you!Asking the right questions at the start
 Message, audience and CTA
 3-5 key soundbites
 Budget, deadline, signoff

18. Our pre-production resources
Film
treatment
and
schedule
Filming
brief
Including:
 Run sheet
 Shot list
 Question list
 Kit list
Launch
marketing
plan
Supplier film
production brief
Including appendices:
 Quality standards
 Imagery guidelines
 Brand guidelines
 Production stages

19. About you!Planning for launch
 Title, description, keywords, thumbnail
 Advertising budget
 Seeding
 Tent-pole events

20. https://youtu.be/6_VsgirYZ30

21. Our production lifecycle
01.
Project
proposal
02.
Research &
plan project
03.
Production
04.
Narrative draft
06.
Final cut
07.
Finalisation
08.
Optimisation
10.
Review
05.
First cut
09.
Distribution

22. About you!Three stages of edit and review
 Narrative draft:
Focus on content first
 First cut:
Picture lock
 Final cut:
Most time consuming tasks last

23. Our production lifecycle
01.
Project
proposal
02.
Research &
plan project
03.
Production
04.
Narrative draft
06.
Final cut
07.
Sign off &
encode
08.
Upload &
optimisation
10.
Review
05.
First cut
09.
Outreach &
distribution

24. https://youtu.be/ObeLB6Mt_bw

25. Keeping audiences
engaged

26. Keeping audiences engaged
 YouTube Nonprofits program
 The basics
 User generated content
 Planning for paid advertising
 Multi-channel strategy

27. About you!YouTube Nonprofits program
www.youtube.com/nonprofits
 Donation function
 Custom external links
 Custom branding options

28. About you!The basics
 Grab attention quickly
 Keep attention
 Call-to-action (CTA)
 Shareable
www.sharelinkgenerator.co
m

29. Attention span
Source: TubeMogul

30. Structuring our films
Grab
attention
Logo?
Keep attention
Call-to-
action
/ Share
15secs. 5secs. 30-60secs. 15secs.

31. About you!Developing the concept
Also ask:
 Are we being original / pushing boundaries?
 Could we shock our audience?
 Could we be less literal in presenting our
message?
 Can we add a twist?

32. https://youtu.be/VYcNScPvUbs

33. About you!Planning for paid advertising
 Ensure internal clients are building into
budgets
 First 5 seconds are key
 A/B test different versions
 Evaluate

34. About you!Multi-channel strategy
 Pick the right digital video platform for
your project
 YouTube: longer, ever-green content
 Facebook video: awareness, interaction
 Twitter / Instagram: short form, events,
infographics

35. Accessibility

36. Accessibility
 Audio
 Visuals
 Text plates
 Astons / name straps
 Captions and transcripts
 Animation

37. About you!Audio
 Needs to be clear and clean
 Minimal background noise
 Ensure there is a visual alternative
e.g. subtitles

38. About you!Visual
 Audio description version?
 Transcript for screen readers
 Avoid shots or transitions that are
distracting or uncomfortable to view

39. About you!Text plates and astons
 Voice over accompaniment
 Left aligned, simple san-serif fonts
 Avoid complex animated effects,
transitions or styles
 High contrast and large in the frame
 Move astons to upper-third

40. We exist to make this country a place
where disabled people have the same
opportunities as everyone else

41. Sam Maynard
Shop manager

42. About you!Captions and transcripts
Captions:
 Centre position
 White text on black background
 Indicate new speakers
 Two lines max.

43. About you!
Amara.org
 Free account
 Create, sync and download custom
closed captions files
 Switch off automatic captions
Captions and transcripts

44. About you!Captions and transcripts
Transcripts:
 Describe action as well as spoken
content
 Provide link on every page with a video
 Strip out unnecessary styling

45. About you!Animation
 Keep simple
 Minimise animation of text
 CTA buttons should be large
 Simple transitions – either fade to
white or black

46. https://youtu.be/5Q9NKyZ1kwg

47. Top tips

48. About you!Resourcing
 Estimate how many films you can deliver
per year for clients
 Plan ahead with them
 Build in lots of time for last minute
requests

49. About you!Pre-production
 Be clear on message, audience
and CTA
 Empower and be transparent with
your client
 Don’t be afraid to develop an overall
creative concept in-house
 Test your concepts

50. About you!Production
 Plan rigorously – and overestimate
on timings
 Invite your client on the shoot
 Have clear roles and responsibilities
 Don’t forget to get great
photography for thumbnails

51. About you!Post-production
 Have a clear timetable and process
 Get narrative content sorted first
 Get attention then essential content only
 Create and use templates to save time
 Test with target audience

52. About you!Launch
 Be consistent and regular in your release
pattern
 Link content together
 Optimise and curate
 Paid advertising and outreach

53.  Email me:
christopher.carr@scope.org.uk
 Visit our YouTube channel:
www.youtube.com/user/scope
Thank you

54. https://youtu.be/jGXBcRtLe6o

56. Visit the CharityComms website
to view slides from past events,
see what events we have
coming up and to check out
what else we do:
www.charitycomms.org.uk

57. Creatives Group
26 January 2016
London
#charitycreative
In focus: Online
video for charities