Corporate Video: What to Include in Your Creative Brief

Corporate Video: What to Include in Your Creative Brief


Video is a powerful tool. In recent years it has come to the fore as a marketer’s medium of choice and lent itself to business growth, with corporate video proving successful in training and promoting company engagement.

If you’ve identified a need for video within your organisation and lack the resources to produce it in-house, you’ll be looking to approach a production company with a project brief. But what should you include? Hitting the nail on the head with your brief is the first step towards creating a powerful video that gets your message across.

Objectives

Give your brief focus by clearly identifying your objectives from the start. The key question to ask yourself at this stage is what do you want your video to achieve? Are you looking to drive sales of a new product, encourage employee engagement with a new business concept or celebrate success at your AGM? Is your video a stand-alone entity or part of a wider campaign with multiple approaches?

Creating a bullet point list of your objectives will give you clear goals and allow your production company to help you achieve them.

Target Audience

Your brief should include a clear definition of your target audience, as this will greatly influence your videos content and style. If you’re producing a promotional film with the aim of attracting new customers unfamiliar with your offerings, you may need to provide background information on your company as the foundations of your message. If approaching an already existing client base, your focus may turn to the benefits of a continued relationship and include more supporting facts and figures.

A corporate video made to motivate and boost morale amongst employees will take an entirely different tone to one produced to attract new investors. Identifying your target audience will allow you to tailor your video to fulfil its purpose.

Key Messages

One of the most powerful aspects of film is its ability to evoke emotion and leave a lasting impression. Harness this power and approach your key messages from the perspective of your intended audience. What do you want them to take away from your video? Do you want them to leave with a greater understanding of a certain concept? Feel inspired and motivated to take action? Or be so impressed by your business model that working with you seems like the only sensible option?

Knowing exactly what it is that you want your audience to gain from your video will allow you to shape your key message to obtain the desired outcome.

Distribution

How will your video be seen? It’s imperative to let your production company know your intentions for use within your brief. Are you planning to distribute your video in a physical format or upload it to online channels? Is it a key feature of an upcoming company conference, projected onto widescreen for a large audience? 

Your intended distribution channels will determine many of the production values of the final product and are therefore and integral part of any well drafted video brief.

Style

No matter its objectives, your video is a story and there are many styles through which to tell it. You may use a real life case study or series of interviews to communicate your message. You may choose to employ actors to provide the narrative, or your objectives may be best met through the use of animation. Do you want to further harness the power of video by including background music or an emotive voice over?

Give your production company a good idea of who or what will appear in the video, what actions they will take and the feel you want it to have.

Practicalities

Whilst nothing is set in stone at this stage, it’s important to lay down a benchmark figure in terms of your final budget and to set a realistic deadline for you chosen production company to work towards. It’s easy to get carried away with the creative aspects of a video project so it’s important to take a pragmatic approach.  

In conclusion, your brief should provide enough detail for your production company to work from but not be so rigid as to stifle creativity. The important thing to remember is that you are putting your trust in someone else to deliver your message. Give them the best chance of success by being clear on it yourself from the start.


The Presentation Group provide a comprehensive Video Production service, creating everything from conference openings to in-house training videos.

Our experienced team can carry your brief through from storyboarding to final edit, or simply provide direction and camera operation. Whatever your video production needs, contact us today for a no obligation chat.   

 

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