Business Video Production: Selecting a Video Production Company Part 1: Planning Information

In this first article on the process of selecting a video production company, we are going to explain some of the information you should have when making the call to a company because you’re thinking of doing a business video production. In subsequent parts, we’ll get into information you should know when; planning a presentation recording, training video, trade show video, and several other types of video for business projects. We’ll also cover what you need to know and ask about the video production company you are contacting.

We’ve found that often when a company calls or looks to meet with us about video production, a lot of times they’ve never been involved with the actual production process and aren’t quite sure what to ask or how to go about getting the answers they need. More often than not they haven’t really thought out what they want the video to do for them and/or what should be in it. We try to help people like this by leading them through a series of questions and giving information designed to crystallize their thoughts. We try to make the process as easy to understand and stress free as possible.

Hopefully information we are providing in this article will help.

With all the videos people see on YouTube some think that the way it works is that you show up, shoot, and a video is magically created. This can happen for some types of video projects, but for business video to be successful it requires a lot of planning both before and continuously throughout the process.

The three phases of video production are; pre-production, production, and post-production. They can and will differ depending on the type of project that you want.

Any legitimate and experienced video production company you call will want to ask you questions about your project. If they just say, “OK, we’ll show up and shoot your job”, that should raise a big red flag.

The same warning signal applies if the company can give you a price without knowing the details of your needs. Invariably, when this happens they won’t be able to do the job or there will be more charges later.

Doing a business video project is like doing any other business project in that you need to first decide what you want to do and then gather information and plan how to accomplish your goal. A video production company should start by asking potential clients questions to learn about what is needed.

Questions We Ask

A video production company should start by asking a client;

Why do they want a video?

Hopefully, this will uncover a reason where the video will satisfy some need. It could be that they need to show viewers why their product or service is better than the competition, publicize what they do, or train on something where they want the best practices taught in a correct, repeatable message. More often than not, today it is because a company needs to use video to explain something for marketing purposes on their website. They recognize that video gives them tremendous return with SEO (Search Engine Optimization) value and can get their message to millions of people.

Sometimes it is to satisfy a requirement that is mandated on them. An example of this is that in certain states, when operating equipment is installed in buildings, the equipment manufacturer/installer must provide a training video as part of the bid.

Knowing the reason will shape the direction the video will take. So using the above state requirement example, whatever video is done must conform to the structure and directives that state gives, and anything else is a waste of time and money. If we didn’t know the reason it would be easy to go down the wrong path.

How do they want the video delivered to viewers?

A video made for a TV Commercial which is limited to less than 30 seconds and has to deal with broadcast specifications is different than a video which is designed to be on a website, where the exact length isn’t as critical.

Who is the audience?

Different demographics require different treatments. If the target is a Spanish speaking segment, then a video in English wouldn’t make much sense. If it is a certain category of workers, then the video needs to target what is important and use the jargon familiar to convey to that category. If it is to appeal to a customer base, it usually needs to be structured to give them either an appeal or reason to buy, or information they need to use.

What do you want the viewer to do after watching?

This is extremely important because the entire video has to be directed at this goal. If it is a sales video, we need to make the appeal to buy not only attractive, but that it is something they feel will really solve a need they have. If it is for training, we need to be certain it is designed to train and that we insert training theory such as repetition and summary throughout.

What collateral material do you have?

If a company has a particular image with graphics branding, that would usually need to be maintained. If they have successful marketing material that they feel can be used, we want to try to use it. If it is for training and they have practices they want us to develop into a script, we need that. If they have other videos they want to match in style, we need to know that. If they have an outline or rough script, we can start with that. If they have a PowerPoint presentation, that is often a start. Sometimes there will be specific company people, customer testimonials, company locations, or subject matter experts that need to be worked in. Going back to our state requirement example, we might need blueprints of the site, or operation and maintenance manuals to develop a script.

Often in this questioning vein, the company should ask the caller;

What makes you different from your competition?

Why do your customers say they like your company or product?

These questions must be asked in hopes to uncover what their competitive advantage really is. If they don’t know the answer, we’ll ask them to ask their customers. All this material and ideas gives a sense of the direction and what the video can be.

What is your budget range?

After the necessary information described above is covered, we can determine if the budget range the client wants is reasonable and discuss what can and maybe shouldn’t be done regarding their budget. We can work with any budget large or small, and what we ultimately design will be dictated by the budget.

I can’t tell you the number of calls we’ve gotten where people who really don’t know all that is involved with video production want months worth of work by multiple people and the use of hundreds of thousands of dollars of equipment, and they expect it for a few hundred dollars. In their defense, they’ve never been involved before and have no familiarity with the process so we try to help them understand. A video production project is variable, like choosing a car with the many brands and options available. Depending on what goes into it, the cost will vary. A web commercial can require a half day of shooting by a 2 person crew and a portion of a day editing, and ultimately may only be around $1000. Or, the same web commercial could require; a month of scripting, multiple locations, multiple shooting days, a 3 member video crew, a full 3 member lighting crew with a truck of equipment, a teleprompter and operator, a makeup technician, multiple cameras, a green screen studio, etc. Of course with all these added resources, the latter project will cost more.

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Growth of Security Education in the Medical Industry

I recently had an opportunity to address a group of Security Managers from several large Medical Facilities on the growth of education for security professionals in the health care industry, evaluation of resumes of prospective applicants, and the growth of education in the larger society. The result if that meeting is well worth repeating here.

The group consisted of security directors from several of the largest medical facilities in Western Washington. They ranged in age from their early thirties too well into the baby boomer retirement generation. These were all season professionals with an impressive string of credentials. Yet, they were as perplexed and confused about the future of education and their industry as the general public is about education in general. Our discussion started with a brief overview of how the security professional in the healthcare industry had evolved over the last 100 years. Starting in the 1890s we looked at medical facilities and healthcare professionals. The medical facility of the 1890 east and the early 1900s was largely a nonprofit institution, set up by local or regional political forces to serve the needs of growing population. They consisted of a group of doctors and nurses providing generalized healthcare. The buildings and surrounding structures were largely the result of donations, or tax levies from local towns and counties to create health districts and facilities. The security professional used to protect these facilities was likewise an uncomplicated individual. They were largely young to middle age people who had little more than a high school diploma and primarily used as a night watchman to watch the facilities during low usage times to prevent damage and fire. I then moved the discussion forward to the year 2011 and the modern medical facilities today. Those facilities are generally very complex and sophisticated facilities involving research from areas of nanotechnology and genetics, to the study of many different diseases. They often involved very sophisticated equipment and Computer Systems with millions of dollars being invested in the personnel that will operate these facilities. They are multibillion dollar complexes, profit driven, with huge amounts of physical resources to be protected. Looking at the security professional that is employed in that industry today, we see very little change between the modern individual and the one that existed in the 1800s. They’re still primarily young, with little more than a high school diploma for education and are used primarily to monitor facilities and to prevent fire damage. As I explained to this group of factional managers, we need to move the discussion for security professionals away from the eighteen hundreds model and into the modern age.

I then moved the discussion into the area of the modern security professional and resumes. The first thing I emphasized was that in trying to find people suited for the complex and challenging job of security professionals today, is to not look at the resume as the only item in your selection process. If we are to find the individuals to be able to handle the complexity of modern medical facilities, you need to evaluate the total person in all aspects of their lives. The security professional in the Health Care industry needs to understand not only the complex and very sophisticated computer systems, and research equipment being used, but understand the dynamic and often very challenging personalities that utilize the systems. They need to be part counselor, part psychologist, part financial analyst, part technologist, a physical security expert, and diplomat to handle the egos that they will encounter as they interface with boards of directors and important research personnel, and VIP patients within the facility. The person who will hold these jobs in the future will be the ultimate utility individual. They will have a broad range of skills, and be comfortable in almost any environment. Their background and education must likewise be as diverse as the demands of their job. But this is not the only issue. The healthcare industry must embrace the need to adjust salaries to be commensurate with the changing needs of the industry. This can only be accomplished by making the security professional an integral part of the overall structure of medical facilities. They all agreed that this is something that is vitally necessary, and that they emphasized with their Boards of Directors at every opportunity. Several directors pointed out that they go so far as to try to integrate medical personnel from various departments into the security force of their organizations. This makes security a functional part of the medical facility and not a stand- alone and isolated unit.

The final item we discussed was the overall development of educational systems in criminal justice over the last few years. At a time when the job of the criminal justice professional/ security specialist is changing very dramatically, educational institutions, because of pressure from the Federal Government are moving away from advanced degrees in many areas for these professions. We discussed the changes in Federal Education policy which are now moving for profit institutions away from educating the large sectors of the population and to becoming more selective in the students that they admit in order to meet Federal statistical needs for success rates. This change is closing one of the last doors for large segments of the population to receive an education. In the 1960s, the large research universities moved away from educating high-risk populations under the legal principle of, “educational necessity”, which allowed them to structure their student bodies with complete indifference to the needs of the communities in which they reside. This legal principle eventually trickled down two other colleges and universities a big novel research nature as they too became more dependent on federal loans for their student populations. By the time frame of the 1980s many high-risk students had been directed toward the community colleges which were growing at a rapid rate to meet the demands of baby boomers seeking higher education for job promotion. These institutions were ideally suited for this purpose since most of them had open enrollment policies. Students needed only apply to be accepted. However over the last several decades under pressure for accountability, community colleges began to put in place screening examinations that would identify entry students at been funneled them into remedial courses so that they would be eight to survive in the community college environment. Although this seems innocuous, the reason for doing this was that the students funneled into the remedial courses were not officially on the college’s books, and could not have an impact on their success statistics for Federal Accounting and success. This meant that it became beneficial for the community colleges too not only funnel high risk students into these remedial programs, but to keep them there as long as possible. The result was that many students from the lower economic groups, minorities, and other high risk students often spend years languishing in remedial courses, before they can’t even get into the mainstream courses of their chosen profession. The overall result was very high dropout rates, but rates which did not adversely impact the community colleges because the students were not officially students. The final door left open to the students was the for profit institutions which began to blossom to fill this need.

Today in the Health Care Security Industry, and many other industries, you will find most of their employee provided from for profit institutions. As the government has changed regulation requirements to put pressure of these institutions to hold them more accountable for their expenditure of federal dollars, we’re seeing the institutions shift away from an open door policy, to one of selective exclusion followed by traditional research universities, universities, and community colleges in the past. Large sectors of the American population will be excluded from education as the systems go into place. This means, that the security professionals in the future will be fewer in number, and less diverse. It will become more difficult for managers of security organizations to find those diverse personalities and populations that they need to fill the demanding and sophisticated jobs in their industry. It also means that in this country we will have a population that is divided into two large camps; those that can receive an education, and those that are forever excluded.

As this discussion with the security professionals indicated, changes in education do not occur in a vacuum. They impact all segments of American Society in life. As the changes occur imposed by the Federal Government, they must become aware of how significant the minor changes in rules and regulation impact the overall structure of many professions and the society as a whole. Just as we’re beginning to get the security industry to understand the need for higher level degrees for their security professionals, the Federal government is moving us back to the stone age of education.