2017 Basetwo Media Inc. All rights reserved.

2
videoforbusiness.ca
 TABLE OF CONTENTS

Introduction.................................................................................4

Part 1: Why Use Video?...........................................................10

Chapter 1: Thinking Strategically...................................11

Part 2: Planning Your Video.....................................................26

Chapter 2: Budgeting and Planning..............................27

Chapter 3: Contracting and Legal Considerations........36

Part 3: Creating Your Video......................................................42

Chapter 4: Pre-Production.............................................43

Chapter 5: Production...................................................53

Chapter 6: Post Production...........................................64

Part 4: After Your Video is Done..............................................70

Chapter 7: Optimizing Your Video For The Web...........71

3
videoforbusiness.ca
INTRODUCTION:
For those who are new to the world of video, it can seem
like a kind of wilderness. When you really take a look
at whats involved in making a video a good video it
quickly becomes clear that there is a lot to do. Lots of
moving parts need to come together to make it work. And
that can feel a bit daunting.

Thats why we wrote this Video Production Field Guide. We
wanted to give people a reference for making sense of the
sometimes confusing world of video. In this guide, youll
find answers to some of the most common questions
that arise during the planning, execution, and distribution
of a video everything from communications strategy
right down to picking the right thumbnail.

Our hope is that, with the

knowledge you gain
from this eBook, you will be
better informed when
it comes time for you to
make decisions about your
video project.
4
There is no end to the number of uses video might have for your
organization. Gone are the days of videos necessarily being
promotional video can be used for practically any communications
purpose.

This comes down to one simple
reason: video is an intuitive medium
one that is accessible, easy to
consume, and engaging. It can evoke
a feeling or a mood. It can explain
with greater accuracy and detail. It
can inspire, motivate, persuade. It
all depends on what problem youre trying to solve.

This is why so many businesses have invested in video. As a
communications tool, it is peerless in its ability to reach people. But
the most important point is that video is still evolving, and its potential
is still being realized. In many ways, video for business is still a wild-
west scenario: there are great opportunities yet to be discovered,
particularly for those who are intrepid enough to chart their own
territories. Were here to help guide you on that journey.

5
 HOW HAS VIDEO EVOLVED?

HOW VIDEO GOT STARTED:

Its difficult to pinpoint a historical moment when companies began using
film for their own purposes, but the more contemporary corporate videos
have been around for a few decades at least. For most of its history,
video was expensive to produce, so its cost was prohibitive for most
communication purposes. Thats why, when we think of early videos for
business, we tend to think of the classic corporate overview video often
big budget productions, produced annually, and screened during some large
event.

6
videoforbusiness.ca
WHAT HAS CHANGED:
Of course the pivotal change has been the adoption of
digital technology, and the increasing accessibility of
video equipment. Today, there are far fewer barriers for
entry into the video industry, so there are more people
with camera equipment and editing software. Theres a
familiar phrase in the industry today: Anyone with a
camera and laptop can make a video these days.

Concurrent to this have come massive changes in how

video is consumed and distributed. Traditional broadcast
has taken a backseat to network-based models, including
social platforms like YouTube and hosting platforms like
Wistia even Facebook and Instagram have been making
video an essential part of their services.

Altogether, these changes have cemented the role of

video on the web. Today it is self-evident that video is
absolutely essential to communications campaigns of all
varieties.

7
videoforbusiness.ca
 WHERE WE FIT IN:
Basetwo Media has been around since 2004. Over the years,
weve seen our industry evolve tremendously, with the emergence
of high definition video and the birth of YouTube. One thing is for
sure: the concept of the silver bullet corporate video is a thing
of the past. Video marketing has matured to become a powerful
tool which can deliver measurable results through strategy,
optimization, and iteration.

Our role as video producers has grown and evolved along with
these changes, putting us in a unique position to add strategic
value to our video work.

8
videoforbusiness.ca
OUR PHILOSOPHY:
We see video not as an expense but as an investment one that deserves
due consideration, planning, and foresight. We consider it our responsibility
to help our clients get real results with their video projects, and that
means we ask questions. We talk about strategy. We dont take any
creative decisions for granted. We challenge ourselves and our clients to
look at the bigger picture.

STRATEGY
EXECUTION

METRICS
We have learned that this process is what ultimately leads to effective
videos. This is what differentiates us from all those camera geeks with
editing software.

9
videoforbusiness.ca
 PART 1:

WHY USE
VIDEO

10
videoforbusiness.ca
CHAPTER 1:
THINKING STRATEGICALLY
*** 4 QUESTIONS TO ASK YOURSELF FIRST ***

As marketing and communications professionals, our work needs to

satisfy the long term goals of our organizations. You would never
spend money to produce a brochure or to run an online advertising
campaign without having a clear business case to do so, yet this is
something that we see happen all too frequently in video production.

Many businesses will produce videos simply because they think they
need to be on YouTube or have video content on their website. While
there may be some truth in those statements, having a lack of
clarity around the objectives, audience, and messaging is a surefire
way to fail in both the production and optimization of a video
when it comes to determining things like video length, the creative
approach, tone, call-to-action, thumbnail, and so on. As weve stated
many times before, theres no such thing as a silver bullet video, and
a video in itself does not, a campaign, make.

According to Karen Lee, ABC, MC, who teaches and specializes in

strategic communications planning, we should focus on the why
and not just the how - strategy before tactics. Shell often hear
colleagues say, our work cant be measured. This is something that
we hear in our industry as well and which couldnt be more untrue,
given how advanced the analytics tools have become for online video,
provided you focus on the video metrics that count and are producing
videos which form part of a larger campaign or strategy. Its time
we started getting more strategic with our video marketing and
communications, by asking ourselves these 4 questions first.

11
videoforbusiness.ca
 WHAT IS THE PROBLEM
1 OR OPPORTUNITY?
We need to first define our communications objective, and its important
that this in turn supports an overall organizational goal or objective -
the business case for creating a video in the first place.

At an organizational level, we might be aiming to introduce a new

product to market, to reduce customer service or on-boarding costs, or
perhaps to recruit new talent. The terms goals and objectives are
often used interchangeably, but you
might consider your goals to be the
overall changes we hope to cause, while
objectives are shorter-term, measurable
steps you could take to reach these
goals.

Communications objectives should

then drill even deeper. Karen Lee would
caution us to avoid fuzzy words here, like educate, inform, increase
awareness, engage, etc. Instead, focus on changes in behaviour which
can be measured. Are we calling on the audience to take some kind of
specific action?

Avoid jumping ahead to tactics at this stage, like creating a YouTube

channel or a landing page explainer video, as tempting as it may be -
there will be plenty of time for that later.

12
videoforbusiness.ca
2 WHAT DOES SUCCESS
LOOK LIKE?
Picture a successful outcome for the project -
perhaps you were in fact successful in increasing
awareness. What behaviour has changed as a
result which can be measured? Now try to attach
a date and number, and to write this as a
if youre not
statement. Consider your baseline -
measuring this currently, then how will we know
if were successful?

It might be useful to also imagine for a minute

that you were not successful in achieving your
objective. Ask yourself, What went wrong? and
try to figure out how to mitigate those factors
which might impact success.

This exercise can be extremely helpful in

determining a budget for the project. If success
could mean a 7-figure increase in revenue, then
it might make sense to allocate a little more
to the budget since this could ultimately limit
the approach and production values during the
execution of the project. Of course, if youre
having a hard time justifying the existing budget
during this exercise as it is, you may want to
rethink the project altogether!

13
videoforbusiness.ca
 3 WHO IS OUR PRIMARY
AUDIENCE?
If everyone is our audience, then nobody is. Its best to focus on
one primary audience per video, segmented by demographic, vertical, or
whatever makes the most sense for your industry.

Generation y
Now try to find any existing research on this audience. Youd be
surprised how much data might already exist within other departments
of your organization. What does the audience already know about the
organization, service, or product? Are there any particular challenges, such
as cultural differences?

Its important to segment your audience, not just based on demographics

and vertical markets but also based on where a customer might be in the
sales funnel in terms of their awareness of the solution youre offering,
in the case of marketing videos.

For example, you might want to provide a brief overview explaining the
benefits of a piece of software first, before going into a full length
demonstration of all its features, or detailed case study. Theres no limit
to how deep you can go in segmenting your audience at this stage, and
they may be able to be grouped when its finally time to consider tactics
and budget.
14
videoforbusiness.ca
 4 WHAT IS OUR
KEY MESSAGE?
Your key message should be stated from the perspective of those were
trying to influence. Answer the question whats in it for me?. A clear
description of these benefits will help your message not only be understood
but acted upon.

The goal should be to define one key message per primary audience. If you
have more than one key message, then ask yourself if this wouldnt be
better as a series of videos.

age**
Key Mess

15
videoforbusiness.ca
 WHATS NEXT?
Now we can finally dig deeper into tactics - this is where our expertise as
video marketers really comes in!

Tactics have their own tactical objectives, which in turn support your
communications objectives. For example, you might create a video to be used
in an email campaign to increase email open rates and click-throughs to a
landing page, or perhaps a video which aims to increase conversions to a
contact form to generate more leads or to encourage ebook downloads while
capturing email addresses, or any other micro-conversion goals. Its at this
stage that your budget needs to be considered since thats now going to be
the primary limiting factor.

Once a video has been online for long enough to collect sufficient data, or
the campaign has ended, its time to measure the results of each of our
tactics. For ongoing campaigns, there may be an opportunity to make
incremental improvements to things like your call-to-action and thumbnail
using split A/B testing to improve your videos performance. Remember
that video should be thought of as an iterative process, and it can take
time for an organization to develop their voice and a unique style, much like
blogging.

16
videoforbusiness.ca
You can then compare any changes in behaviour against the baseline
measurements we defined for our communications and organizational
objectives in order to quantify any return on investment from our
efforts. This should help you build a strong case for doing even more
video in the future, which as a video marketing agency we of course
see as a win-win.

We believe that videos should only be produced which are SMART and
contextually appropriate. This means designing your videos for specific
channels, while keeping in mind best practices for each. Theres a lot
to consider but, dont worry, weve got your back.

The purpose here is to stop making videos simply for the sake of
having videos. If theres no real problem or opportunity, and if the
results cant be measured, then you might be better off saving your
budget for something more strategic.

CREATING BETTER VIDEOS BY TARGETING

STAGES OF THE CUSTOMER LIFECYCLE
Silver bullets are great for killing werewolves, but theres unfortunately
no such magical solution when it comes to video marketing. Not only is
video a very iterative process, but for a video to be effective it needs to
be targeted to a specific stage of the customer lifecycle.

er l i f ecycle
custom

17
videoforbusiness.ca
 Weve all seen some variation on the funnel which shows the steps
your customers go through when considering, purchasing, using, and
(hopefully) becoming loyal to your product or service. Your audience
has different wants and needs at each of these stages, and the
triggers theyre going to respond to vary significantly. Yet the
biggest mistake we see businesses making in their video marketing
efforts is in trying to do too much with one video and ending up with
little in terms of results.

Retention

In video marketing, where viewer retention is arguably the most

important metric, giving your customers only what they want (and
nothing more) is the only way to ensure ROI at each stage. Here are
some ideas for creating better videos by targeting each stage of the
customer lifecycle.

18
videoforbusiness.ca
 STAGE 1: AWARENESS
At the top of the funnel, a prospect has realized they have a need for
your product or service and may be familiar with your company, but
theyre still trying to figure out what options exist. Content at this
stage should aim to help the viewer to complete a task or to solve a
problem that matters to them rather than to promote your company.

Blogging works great at the awareness stage, and including video can help to
make engaging content that gets shared.
How-to videos and other educational content that broadly relates to your
product or service will help you establish yourself as an expert, and including
these on your website can help with SEO.
An effective YouTube strategy will focus on building an audience in this
awareness stage. Your goal is only to create a relationship with viewers by
calling for subscribers and getting them to watch more of your videos.
Webinars can be repurposed by breaking them up into chapters that can
be more easily digested, along with thought leadership interviews with your
C-Level staff.

Use a call-to-action that prompts the viewer to watch another video

or encourages them to travel further down the funnel. Length will
depend on the topic, but remember not to be too promotional !

19
videoforbusiness.ca
 STAGE 2:
INTEREST & CONSIDERATION
After having been guided to your website by your top of the funnel
content, prospects will have now developed an interest in your
company, but are still not ready to sign on the dotted line. Theyre
looking for information to help them make a better decision and to
determine if youre right for them. Lead generation and conversions
are typically the goal at this stage as you continue to educate the
prospect and to begin building trust.

Home page explainer videos are a great way to quickly explain the
benefits of your product or service and to increase conversions to a
goal such as contact form submissions.
Use a video to help promote white papers and ebooks in exchange
for a prospects contact information.
Use email gates at the beginning or partway through a video to
capture a prospects email address.
Leads at this stage have already expressed interest, so you can
start to send them more targeted content based on their viewing
history if youre using a marketing automation platform that is
compatible with your video hosting.

Dont get too involved in features or walkthroughs just yet -

its still all about the prospect. Its best to keep videos on the
shorter end at this stage (ie. less than 2 minutes) and ideally
with fairly high production values. This is a good place to start
for businesses just getting into video in terms of maximizing
short-term results.
20
videoforbusiness.ca
 STAGE 3:
EVALUATION & PURCHASE
Once a prospect has considered their options, theyll begin to narrow
down their choices in an attempt to ultimately determine who to
buy from. Theyll be looking for more in-depth product information,
demonstrations of features, and case studies. Its finally time to
make it more about you, not just the prospect.

Client case study videos can provide proof that your

solution works.
Storytelling matters, and telling your companys story is a
great way to build trust.
Demonstration videos can go into much more detail and at
greater length, provided the information is relevant.
Look for unique ways to add value using video, even to
things like your proposals and pitches.

21
videoforbusiness.ca
 DONT FORGET!
SATISFACTION & RETENTION
Once youve closed the deal, continue to demonstrate your knowledge
and expertise and to keep adding value to the relationship using
video in creative ways. More tends to be more at this stage, so
dont worry so much about production value.

Frequently Asked Questions (FAQ) videos can address the

common issues that new customers tend to come across, while
showcasing your friendly staff.
In-depth product walkthroughs and tutorials that help with client
onboarding can minimize customer service costs and increase
satisfaction.
Webinars specifically tailored for clients can provide scalable
interaction and, if recorded, can later be repurposed as FAQ videos.
Look for opportunities for cross-selling and up-selling.

Remember, the goal is to create more effective video content by

delivering the right message, at the right time. Mapping your video
content to your customer lifecycle will ensure you get results
that are measurable and which provide a real ROI.

22
videoforbusiness.ca
 3 TIMES WHEN (NOT) TO
PRODUCE A VIDEO
It might sound odd that we would even suggest that you may
want to reconsider having a video produced. But the reality is that
there are times when video simply isnt the most effective way to
get information across. While bandwidth for online video is
increasingly becoming less of an issue, video production can be
costly, even if producing it internally (in terms of time and
resources) and in some cases can actually be counterproductive
to your goals. Here are a few cases when you should stop and
reconsider producing a video.

WHEN NOTHING IS BEING

1 ADDED BY CREATING A VIDEO
Video is an integration of imagery (live action footage or
photography), text (motion graphics or static), and audio. But for a
video to be effective, it must be greater than the sum of its parts.

If you are finding yourself trying to convert existing content (such

as a Power Point presentation) into a video, as opposed to developing a
concept naturally, thats a strong indication that you might be headed
in the wrong direction.

Its important to ask yourself is anything being added by creating

a video instead of simply text and images? Would anything be lost
without it?

23
videoforbusiness.ca
 WHEN THE AUDIENCE WILL WANT
2 TO SKIM OR GO AT THEIR OWN PACE

When watching lengthy product demonstrations and tutorials, you

may find yourself repeatedly having to pause and repeat sections
of a video. Even worse is when explanations are moving too slowly,
forcing you to begin fast forwarding, at the risk of missing
important information.

This is a great example of when video can actually do more harm

than good and when your audience may thank you for keeping it
simple by sticking to text and images.

WHEN YOURE UNSURE WHAT IT IS

3 YOU ARE TRYING TO ACHIEVE
Video can be a great tool to promote, to educate, to brand and to
engage. But a single video should ideally have a single purpose and a
single target audience.

If you do have more than one goal, you may have better success by
splitting the project up into a series of videos or by creating another
version with a different call-to-action. Since this would affect the
scope of work and potentially the timeline, you should determine the
number of videos and the goal for each prior to beginning the creative
development process.
24
videoforbusiness.ca
 WHEN SHOULD YOU
PRODUCE A VIDEO?
Video works best when it is viewed as a completely separate form
of media from blog posts or infographics. It is best for times when
an idea would be better communicated using a visual and audio element
or perhaps animation to be interesting or understood. It also works
great for establishing transparency and trust by featuring real
people on camera.

For example, you might include a short video to explain only a

portion of your message that may be confusing or as a personal
introduction to your website, instead of trying to summarize the
entire document or webpage in a single video.

25
videoforbusiness.ca
 PART 2:

PLANNING
YOUR
VIDEO

26
videoforbusiness.ca
CHAPTER 2:
BUDGETING & PLANNING
*** HOW VIDEO PRODUCTION IS PRICED ***

Budgeting can be the most difficult step for businesses new to

video production, and it can also be quite confusing when you receive
quotations often wildly different from one another. These large
differences in cost estimates may simply come down to a variance in
the approach being recommended for your project, from the length or
number of videos you should produce, to whether animation should be
used or the number of days of filming.

There are also differences in how many

agencies and producers price their
video production services, as well as
in the additional value added services
they may be including either in the
strategy and creative development
phase of the project, or in the
final distribution, optimization,
and measurement of a video
marketing campaign. So
lets pull back the curtain
to reveal a few of the
different ways that video
production is priced, along with
some tips for handling
the uncertainty inherent in the process.

27
videoforbusiness.ca
 HOURLY & DAILY RATES
One of the more common ways for producers to price their services is
based on hourly rates. Script writing, storyboarding, editing, and motion
graphics are all services that tend to be estimated and billed hourly.

Filming is typically billed out daily since the equipment and labour required
is essentially tied up for the day. Some may offer half day rates,
although its difficult to schedule filming for more than one client in a
given day, so this is more of a discount than anything else. Much less
common is an hourly rate for filming, unless youre dealing with the
rental of a studio or other production facility, although minimums may
still exist.

The benefit for the supplier charging hourly is the ability to charge
for any additional work that is considered outside of scope, but this
can create uncertainty for the client who may be worried about budget
overruns, and it may even disincentivize efficiency if a supplier can bill
more simply because something took longer. Theres a reason we dont
like working with lawyers - hourly billing simply doesnt make for a
good customer experience.

Smaller projects tend to be quite easy to estimate the number of hours

or days required, but more complicated projects can be difficult for even
the most seasoned professional until a script and production schedule is
in place. We tend to reserve hourly pricing for any minor updates that
might need to be done to a video down the road where the risk is very
small for both parties.

28
videoforbusiness.ca
 FIXED FEE OR
PROJECT BASED PRICING

Many producers and agencies use fixed pricing based on a very

clearly defined scope of work and process. Theyll typically still have
estimated the number of hours it might take them to do the work,
along with a small contingency, but will provide this as a single line
item instead of a daily or hourly rate.

For independent producers or freelancers without a sales team, this

can really help to streamline the sales process. For their clients, it
means having a much clearer indication of what total costs should
be expected, although it can create uncertainty in the case of any
major scope change unless this has been specifically discussed (eg. if
only one day of filming has been planned for, what will happen if a
second day is required due to scheduling challenges?).

We like to use a variation on the fixed pricing model, where costs are
provided for each explicit phase of the project.

COST per PHASE**

As a process-driven company, we have many procedures we follow

throughout production that cant be billed for at an hourly rate, but
are integral to helping our clients achieve results. One such example
is our process for the creation of a set of deliverables once a video

29
videoforbusiness.ca
 is complete, which typically includes caption files and at least two
custom thumbnails so that A/B testing can be completed. Another
example is in the recording of a professional voice-over narration, a
process which in our case includes providing several auditions before
having the voice-over recorded and edited, all at a fixed fee.

This also opens up the discussion for a tiered pricing model, much like
Bronze/Silver/Gold packages. The customer can now make decisions
on the best trade off between value and price, with discounts based
on providing things like a later delivery date, different payment
terms, less training, or even lower production values.

VALUE BASED PRICING

Perhaps the most powerful but least commonly used form of pricing
is based on the potential value (or results) that a project might help
the client to generate. This can be quite complicated to estimate
in the case of video marketing, but its something you see more
often for larger marketing campaigns and web development projects.

The idea here might be to estimate the amount of revenue an agency

could help produce or costs it might help to reduce, and to charge a
fee based on a percentage of this (eg. in order to 10x your
investment in a project, you would pay $100k based on $1M in
revenue or cost savings).

In cases where the given marketing tactics form only part of a

larger funnel or campaign, value might be calculated based on a more
specific and measurable goal, such as the number of sales-qualified
leads generated by the agency, without having to consider how the
clients sales team handled closing those sales. In this case, the

30
videoforbusiness.ca
client would first have to calculate the value of an individual lead, and
then come to an agreement with the agency on what percentage of
this value might be fair.

This requires much more of a partnership and greater level of trust

between the agency and client, especially if the fee is to be calculated
after-the-fact and not on initial estimates. An agency should
really only take on any project if a net return can be made for
a client on their investment, but this ensures that theyre equally
invested in generating measurable results. While this method may end
up costing more for the client in the case of overwhelming success, it
tends to be a win-win.

31
videoforbusiness.ca
 AVOIDING UNCERTAINTY,
NO MATTER WHICH MODEL
IS USED
Its important to recognize that theres a difference between asking
for a quotation based on a very detailed scope of work, vs. partnering
with an experienced producer or agency to help determine the best
approach to maximize results within a given budget.

No matter which pricing model is used, its crucial that the deliverables
and the number of revisions at some point be explicitly agreed upon by
both parties, and that an understanding exists on how to handle scope
change if and when it occurs.

HOW TO CHOOSE A VIDEO

PRODUCTION COMPANY
Video is far from a commodity and finding a video production
company who is a good fit can be a tough job. It may be tempting
to make a decision based on a demo reel or simply price, but there
are several factors which need to be considered if youre looking for
a successful partnership.

32
videoforbusiness.ca
 GOING BEYOND THE DEMO REEL

The most important thing is a companys track record. How long

they have been in business, their list of past clients, any client
testimonials and case studies should all be verified.

Their work may look professional,

but thats just the start. Its quite
common for brand new businesses to
leverage the work of their employees
or contractors which had been
produced under a different umbrella.
While the same individuals may be
contributing to your own project, this
says nothing about the systems
and approach of the new organization.

COPYRIGHT & LICENSING CONSIDERATIONS

A major consideration when hiring a supplier is the ownership of

the final video. Most production services are provided as work for
hire, meaning that you as the client would own all of the resulting
raw footage and completed work, but this isnt always the case.

A producer should also waive all moral rights, meaning that they
will not place their logo or name anywhere on the video, unless
theyve specifically negotiated to do so. You wouldnt expect to see a
list of credits at the end of a commercial, and this is no
different for a short video on YouTube or any other corporate
communications project.

33
videoforbusiness.ca
 After a project, you should be made to
understand any licensing restrictions of
assets used in the video, such as music and
photos, as well the contract agreements
made with any actors. Although perhaps
more importantly, how you plan on using the
video should be considered by the producer in
the first place as there is nothing worse
than being surprised by additional costs just
because you decide to run your campaign another year!

COMPARING ESTIMATES OR PROPOSALS

Daily and hourly rates for things like filming and editing tend to
be somewhat consistent within the industry, and often production
companies within a given market are even hiring the same
subcontractors. But when comparing estimates or proposals, you
may still find huge differences in price based solely on the scope of
the project having been interpreted differently or a different approach
having been recommended altogether.

Miscommunication can also lead to clients being unhappy with the final
product or with a final bill that is larger than the original estimate.
This is why its so important that the right questions are asked
up front. We always recommend working with a partner you trust to
first establish at least a rough budget and a clear idea of your goals,
before soliciting proposals. Youll get much more value by asking what
kind of results a producer or agency can achieve within a given budget
and timeframe, rather than simply asking for a quote.

34
videoforbusiness.ca
 INDEPENDENT PRODUCERS
VS.
PRODUCTION COMPANIES

Many independent producers market themselves as full-service production

companies, but in reality may work from home and on a project-by-
project basis. Inversely, larger agencies who offer video production as
one of many services tend to, in fact, outsource to these independent
producers.

Now the benefit of working with an independent or even a very small

boutique firm is of course that they are often cheaper, having much
lower overhead. These producers typically still produce very high quality
work and with more of a filmmaker approach and strong creative
direction. But what happens if that person gets sick during the project
or is away on vacation the next time you need them? What processes do
they have in place to ensure consistent results? For businesses hoping to
establish a longterm relationship with a supplier, theres also the risk
that a freelance producer may be nowhere to be found the next time
you need them for a new project or for updates to an old one. Smaller
suppliers may also have difficulty in navigating the procurement
and invoicing requirements of larger firms.

More established agencies who specialize in video production can offer

better expertise when it comes to best practices, and are a safer bet
for longterm access to raw footage for changes down the road. Weve
had many clients come to us with an existing video they were hoping to
update, without having been provided with the required assets to do so by
their previous video production supplier who may have since gone out of
business.

35
videoforbusiness.ca
 CHAPTER 3:
CONTRACTING &
LEGAL CONSIDERATIONS
*** VIDEO PRODUCTION CONTRACTING BASICS ***

Lets assume that you have gone through the process of soliciting
proposals from several vendors. Once you have made the difficult decision
of choosing a video production company, there will be some form of
contracting process which must be undergone before the work on your
video can start.

Here is an overview of what you should expect when contracting a video

production company as well as a few things you should watch out for.

A DETAILED PROPOSAL WILL BE PROVIDED

Since rates tend to be fairly consistent within the industry, when
comparing proposals from several production companies you may have
found a difference in price based solely on the scope of the project
having been interpreted differently.

Furthermore, some companies may estimate costs based on a project

rate, while others prefer to budget based on hourly and daily rates
for labour, equipment and other costs.

36
videoforbusiness.ca
An initial proposal may have only included a high-level estimate
without much detail on the specific scope of services to be provided,
but this lack of information can cause problems later on.

Before signing off on the project, you should receive a detailed

breakdown in the form of a line-level quotation, proposal or contract
explaining exactly what can be expected.

At this stage, you will typically also be invoiced for a deposit

payment of up to 50%, depending on the size of the project, with
the balance to be invoiced for in stages or upon final delivery.

TERMS OF SERVICE WILL BE REVIEWED

Any terms of service the production company has which are not
industry standard will hopefully have been made clear throughout the
sales process, but this is of course a good time to review these in
detail before its too late.

For example, while most video production work is done as work for
hire, meaning that you would own the rights to all raw footage and
completed work, this may not be the case if a special price has been
negotiated.

The producers should also agree to waive all moral rights, meaning
they will not put a logo or credit anywhere on the video, unless
otherwise discussed.

37
videoforbusiness.ca
 POTENTIAL RISKS WILL BE DISCUSSED
No two video projects are exactly alike and the scope of your
requirements may change throughout production for a number of
reasons. When doing any filming, there may be a risk of going into
overtime, and postproduction can easily require additional rounds of
revisions not originally planned for.

You should be given a clear idea of any potential risks the production
company foresees, based on past experiences, and how the associated
costs will be dealt with (eg. will they require written approval, will they
be absorbed by the production company, etc.).

A PROJECT PLAN WILL BE PRESENTED

He who fails to plan, plans to fail in video production, as in any
collaborative process. Some form of project plan should be provided, the
format and detail of which may vary, to be updated and used as a
guide throughout the production process.

In our Project Charters, we like to summarize the entire creative

brief, including the goals and objectives of the video, its target audience,
call-to-action, etc. We will also list and provide contact details on all
project team members so that everyones role is made clear, as well as
a plan for approvals and communication throughout the project. Project
milestones and deliverables are outlined along with a plan for handling
risks, as mentioned above.

Much of this plan will have ideally been developed collaboratively with
you throughout the sales process, since things like the project approval
process and number of revisions planned for may have an effect on
costs.
38
videoforbusiness.ca
 IN CONCLUSION
Video production is far from a commodity and choosing a video
production company with a proven track record and experience is vitally
important to the success of your project. Before signing on that
dotted line, be sure to request a list of past clients and to verify any
references they may be able to provide.

39
videoforbusiness.ca
 TOP 7 LEGAL CONSIDERATIONS
IN VIDEO
When having a video produced there are important legal considerations
which should be kept in mind. Since you as the client are the owner and
ultimately the distributor of the final video, it is important that you
understand some of the legal implications involved.

Some production companies may offer to bend the rules a little

depending upon the level of distribution and other factors, but we
always recommend playing it safe.

Here is a list of the top 7 legal considerations in video production.

1. False Statements
As with any form of advertising, false or deceptive statements are not only
morally questionable but may be illegal as well.
Some industries, such as Mining, are quite closely regulated in terms of what
claims may be made. It is often best to have a lawyer review a script before
having it produced and the final video prior to its release, when in doubt.

2. Photos & Video Licensing

Where a photo or video clip is not owned exclusively by a client, a license or
release must be properly obtained for its inclusion in a video. Clients often
are under the false impression that they own a photo which in reality was only
licensed at one time for a specific use elsewhere.
Traditional rights-managed license fees can vary depending upon the period
of time used, geographic region, industry, and number of viewers. We prefer to
keep it simple, only licensing material available royalty free which grants its use
in perpetuity and without many other restrictions or additional royalty charges.

40
videoforbusiness.ca
3. Music Licensing
No, we cannot use a U2 song in your promotional video unless you are prepared to pay
some hefty licensing fees! Even if a video is considered to be for internal use, it is still
illegal for us to make a copy of copyrighted material.
As with a photo or video clip, music must be properly licensed for inclusion in a video
and again we will typically use royalty free music either from our large stock music
library or licensed specifically for your project.

4. Logos & Trademarks

Care should be taken to avoid shots of any logos or trademarks, including product
labels, street advertisements, and license plates.
Although it may seem like a form of free advertising for the companies involved, even
incidental occurrences of logos and other trademarks on clothing and products are best
avoided.

5. Talent Release Forms

Anyone appearing on camera should sign a proper release form supplied by Basetwo
Media, whether being interviewed or appearing in the background of a shot. Some
employment contracts may cover this type of thing but it is best to not have to reshoot
your video anytime a member of your staff who may have been featured leaves the
company.

6. Location Release Forms

Typically filming would take place at a clients office or within our own studio. When this
is not the case, a location release form will have to be signed by a manager or landlord
when filming on private property. In some cases proof of liability insurance may be
required, which we can provide.

7. Ownership of Video
Most of the work that Basetwo Media does is work-for-hire, meaning that our clients
own all resulting materials including any raw footage and edited masters. Any music,
photos or video elements which have been licensed for inclusion in the video would
have been done so on behalf of the client.

41
videoforbusiness.ca
 PART 3:

CREATING
YOUR
VIDEO

42
videoforbusiness.ca
CHAPTER 4:
PRE-PRODUCTION
*** DEATH BY DESIGN BY COMMITTEE ***

Collaboration is a fascinating thing. When people work together to

create something, the result is often something very special - something
greater than the sum of its parts. In his own right, Paul McCartney
would have probably written some catchy songs but combined with
John Lennons irreverent lyrics, George Harrisons catchy leads, and
Ringos inventive drumming, the music of The Beatles became something
more - something that no one of them could have made alone. Thats
collaboration at its best.

But creating with other people has its pitfalls (as The Beatles would
well admit). Creative visions dont always align, and sometimes they
diverge so sharply that they cause an irreparable rift (see: Yoko Ono).
This is important to keep in mind, not least of all in the production of
video.

Film is one of the most collaborative art forms in the world. Even a
simple video usually demands the skills of several individuals. When a
business or any other organization embarks on the journey of producing
a video, there are even more people involved in the project. The team may
include scriptwriters, editors, project managers, directors, actors - but
also stakeholders like marketers, agency reps, and executives. A lot of
people need to work together, and a lot of people need to be happy with
the results.

As many organizations have learned, one clear danger can emerge out of
this kind of scenario: its called Design By Committee, and it has left
millions of creative projects in its destructive wake.

43
videoforbusiness.ca
 Design By Committee happens when a large number of people provide
creative direction on a single project, and then all that direction is
mashed together into one final outcome. The committee then looks upon
its creation - a Frankenstein of discrepant creative decisions -and calls
it an abomination. Chased out of town by a mob of pitchfork-wielding
townspeople, the project lurches off into the woods and never again sees
the light of day. Then the committee forms another committee to figure
out what went wrong.

So how do we avoid this?

The solution is simpler than you might think. When many individuals
are working together to create something, they need to work in smaller
teams to discuss and consolidate their creative input. This means,
however, that one persons ideas will sometimes have to supercede
another persons ideas. This is an unfortunate necessity of large
collaborations, but a necessity nonetheless.

This is especially true in the case of video. For a video to work, many
things need to work together. The music should fit the imagery, which
should fit the spoken content, which should fit the key messaging,
which should fit the overall purpose of the video. Not everybody needs to
agree on what kind of music they like, but there needs to be consensus
on the overall purpose and basic creative parameters of the video. Thats
why we, and other creative agencies, always use a Creative Brief -a
master document which outlines the objectives of the video, and which
serves as a prime directive for all creative decisions.

If the old saying is true, and too many cooks will spoil the broth,
then the best solution is simply to refer to the recipe. Keep this in
mind, and you can avoid the Design By Committee scenario.

44
videoforbusiness.ca
AVOIDING THE CORPORATE VIDEO CLICHE

Its time we had a talk about - *gulp* -

the corporate video... Corporate videos have
actually been around for many years, even
predating the web. The purpose of these
videos was usually the same: to illustrate
some kind of corporate vision or strategy,
often for an internal audience, often
distributed on VHS. Fortunately, along with
the emergence of Youtube, a lot has changed.
So what works for corporate video today?

OUT WITH THE OLD

In 1998, energy giant Enron created a video called Vision and Values,
which is a perfectly preserved fossil of 1990s corporate video cliches. It
contains:

Low angle shots of sleek corporate towers

Black & white footage and honkytonk piano music to demonstrate the
companys historical roots
CEOs seated in plush chairs, discussing entrepreneurial spirit
Stock footage montage of happy people in idyllic settings
The Magic Formula of history / values / diversity / ethics / culture

45
videoforbusiness.ca
 Overall, the video paints a picture of a healthy and thriving company
-one with purpose and integrity, and on the cusp of great things.
Unfortunately, today the video is embarrassingly tacky.

To be fair, its not that the video is inherently bad (for its time, the
video was probably on the cutting- edge, and may have been a huge
success). The point is that this video is dated. Todays audiences see
this type of video as a transparent piece of corporate propaganda so
much so that the video is actually laughable today, much like cigarette
ads from the 1950s.

Luckily, since the 90s, things have changed a lot for video. The
emergence of the web and mobile video, combined with dramatic changes
in the economy of film production, have made video more accessible than
ever -and audiences everywhere are tuning in. This presents a huge
opportunity for businesses of all shapes and sizes, and opens up an
equally huge range of creative possibilities for delivering a message.

So we must ask: what works for corporate video today?

IN WITH THE NEW

Well, in order to understand the answer to that question, consider that
todays most forward -thinking companies have tended to drop the
word corporate altogether when they talk about their video strategy;
now they just make videos -usually stories about real people, in real
settings, saying real things.

The reason for that is simple: if you free your mind of the idea that
your video is, by default, corporate, and really think critically about
what your communications goals are, you will probably discover that

46
videoforbusiness.ca
Enrons Vision and Values is not necessarily the best model on which
to base your new video project.

Time and experience have shown us that the more people think of video
as a tool for telling relatable stories about their brand or organization,
the more engaging (and therefore more valuable) their videos ultimately
are.

The big- picture lesson here is simply

this: its important to respect trends
in video. Never assume that the old
way of doing things is the best way
of doing things. If youre starting a
new video project, go in with an open
mind.

And please, no more honky

tonk pianos.

HOW TO (NOT) WRITE A SCRIPT

YOURSELF
Among actors, directors, and filmmakers of all stripes, there is a
commonly heard phrase: It all starts with the script. This is true
of any production, be it a feature film or short video. No matter the
complexity of a video, the script is the starting pointthe source
material. If the script isnt right, you can safely bet that your
video production will encounter problems down the line. Thats why its
important to use a professional scriptwritersomeone who knows the
job, and understands the unique challenges of writing for video. So why
not just write the script yourself? Here are 8 benefits to hiring a
professional.

47
videoforbusiness.ca
 1) Theyre Team Players
Making a video requires collaboration. Camera operators, animators, editors, actorsall
of these people are involved in the production of a video, and all of them refer to the script.
A dedicated scriptwriter works closely with the team, and understands their specific needs.
This kind of fluid working relationship is key; the free and immediate exchange of creative
energy goes a long way, and often makes the difference between a good video and a great
one.

2) They Write for Performance

Scripts are different from most writing in one very important way; whereas most writing is
only meant to be read, scripts must be performed. This calls for a particular kind of writing
skilleven something as simple as the emphasis on a word can drastically change how a
message comes across, especially if the script is being acted or read from a teleprompter.
A good scriptwriter is always thinking about the nuances of speech, and knows how to
produce a script that is not only easy to read, but easy to read out loud.

3) They Cut a Long Story Short

Its generally true that shorter videos are better, so a script should never be longer than
it needs to. This calls for a special kind of editorial eyesomeone who specializes in
transforming blocks of dreary text into sleek metaphors, and who can spot even the tiniest
redundancies with sniperlike precision. For this job, anything less than a professional
scriptwriter is literally a waste of time.

4) They Write with Visuals in Mind

The language of video is both verbal and visualthe visual context of a video can
dramatically enhance the meaning of its script. This is important to keep in mind; it means
that the text doesnt need to explain everything. Scriptwriters know this, and know how to
exploit it. They use the storytelling power of images to its fullest potential, and keep the text
as concise as possible. A picture, after all, is worth a thousand words.

5) They Know Grammar (So You Dont Have To)

Does the language in a script need to be grammatically perfect? Nah. Well-groomed
language does communicate intelligence and proficiency, but it can also be pretty dull. In
fact, most scripts use fairly informal languagethey sound natural and familiar. But dont
kid yourself into thinking that anyone can script believable dialogue; a healthy respect for
the rules of language is still necessary for constructing real-sounding sentences. Like any
other artist, a writer must become a master of the rules before successfully breaking them.

48
videoforbusiness.ca
6) They Write Strategically
Though you might never know it, a great deal of strategic thought goes into a script,
especially if the video is speaking to a particular brand, or targeting a specific audience.
Most scriptwriters are experienced in the fields of marketing and advertising, and know how
to design a script that can meet the needs of a diverse range of communications objectives.

7) They Have Outside Insight

It might be the case that you know your industry, organization, and message better than
anyone else does, but that does not necessarily put you in the best position to write about
it. Yes, expert knowledge is valuable, but it should never come at the expense of clarity. Too
much industry-specific language can frustrate audiences, who generally prefer things to be
given to them in English. A scriptwriter is always thinking on behalf of the audience, and
will do the work of making your message interesting and accessible to as many people as
possible.

8) They See the Story in Everything

Videos need to be more than just informative. They need to be evocative, compelling,
attention-grabbingeven if their subject is not. In other words, they need a story. This
doesnt mean that all videos need a protagonist and a plot, but they do need some kind
of narrative, or they wont keep peoples attention for very long. The simple fact is that
people love a good storythey respond instinctively to narrative, no matter the subject.
Scriptwriters can make anything into a story, and thats probably the most valuable skill they
have to offer.

These reasons all have one thing in common: they show that the job
of scriptwriting is much more specialized than one might guess. Yes, it
is writingbut it is a very particular kind of writing, one that demands
a unique skill set. If you want to produce a video that truly engages
people, then accept no substitute. Get your story straightgo with a
pro.

49
videoforbusiness.ca
 HOW LONG SHOULD A VIDEO BE?
If youre planning on making a video for the web, one of the first
things youll need to decide when preparing your script is how long your
video should be. This may seem like a straightforward decision, but
there are some important things to consider before making the call.

Its sort of like choosing what size backpack you want to take on
a hike. First you need to know where youre going. That will help you
figure out what you need to bring. Then you can choose a backpack
thats big enough to fit all the stuff you need, but small enough that
it wont slow you down along the way.

When deciding how long your next video should be, consider some of these
options.

One Minute (ish)

One minute is roughly the time it takes to brush your teeth, pump a
bicycle tire, or process a debit transaction.

Conventional wisdom in advertising is that shorter is better, and that

is generally true for video. Shorter videos naturally have better retention
rates, and generally get shared more, so the one-minute range is very
attractive to those who want to reach a wider audience. They work well
on social platforms like YouTube where audiences are looking for instant
gratification. However, their brevity means that theyre only appropriate
for relatively simple messages.

One minute is enough time to introduce an idea, but it doesnt offer

much room to develop it. If your message is the multiple bulletpoint
type, the one-minute-wonder probably isnt right for you.

50
videoforbusiness.ca
Two (or so) Minutes

Two minutes is about enough time to eat a banana, fill your tank with
gas, or write a haiku. Heres mine:

Videos that range

Around the two minute mark
Work well on websites

If people are on your companys website then theyre probably already

interested in what you have to say, so you can take the liberty of
going into a little more detail. A two-
minute video can be very effective
in giving people a clear sense of your message, and converting browsers
into customers.

But dont try to fit everything into those two minutes. Sure, you have
a lot to say about [insert your message/product/service], but two
minute videos arent meant to be definitive or comprehensive information
resources - thats what the rest of your website is for. Instead of
saturating those twominutes with information, use them to give a
succinct overview of your product, or maybe highlight some key ideas in
a fun way.

Your video is still one click away from going unwatched, and short videos
inflated with too much information dont fare well in the competition for
peoples attention. Remember, the web is full of powerful distractions.

51
videoforbusiness.ca
 Five Minutes (and Beyond)

Five minutes is about enough time to take a shower, drink a cup of

tea, or read an edifying article. These are great if you have a captive
audience. If people already want to learn about your product, they will
happily give more of their time, so things like product demos, training
videos, and screencasts are usually on the longer side.

Getting into the five-minute range obviously means you have more room
to say more things. But dont interpret that as a license-to-bore. Just
because your video is longer, that doesnt mean all your viewers are
going to stick around till the last frame.

Theres only so much information our brains are willing to take in

at once. By the time weve processed the fact that your companys
comprehensive suite of mobile banking services allows you to access real
time account information and transactions, transfer funds through an
easy-to-use interface, and generate dynamic reporting visualizations
at the click of a mouse, weve forgotten the first thing you said, and
were already watching a cat video on YouTube.

Sure, explanation and information might be an essential part of your

message, but dont think of longer videos simply as bigger vessels into
which you can pour more facts. You still need to do the job of keeping
people interested, as well as informed. With great length comes great
responsibility.

SO WHATS THE GIST?

Just remember the hiking metaphor: the size of your video, like the
size of your backpack, should be determined by where you want to go.
Once youve got a destination in mind, choose a bag thats big enough
to fit all your essentials, but try to travel as light as you can.

52
videoforbusiness.ca
 CHAPTER 5:
PRODUCTION
*** READY FOR YOUR CLOSE-UP? ***
5 THINGS TO AVOID ON CAMERA
If this is your first time on camera, dont freak out! Its not as
scary as you think, and it can actually be a lot of fun. If youre
feeling a bit nervous, there are a few things you can do to prepare.

Of course, you need to look good, so by all means wear your favourite
outfit. But beware: some clothes dont work well on camera.

Here are 5 things to avoid when preparing for an interview.

1. Clothes with Patterns

Tight repetitive patterns (especially stripes) create a weird effect called moir. This
happens when the the detail on the clothes exceeds the resolution of the camera sensor.

2. Wearing White or Green

Depending on the lighting conditions, plain white clothing can look overexposed. And
besides, peoples eyes naturally favor the brightest object in the frame. Dont let your
bright clothes steal the show.

This only applies if youre being interviewed in front of a greenscreen. If anything on your
person is green, it will show up as transparent (the videos background will be visible
through your body). Kinda creepy. Click here to see what we mean.

3. Over-the-Top Accessories
Anything big, dangly, or shiny will only distract the viewer and worse, may cause some
problematic movement or reflection during shooting.

53
videoforbusiness.ca
 4. Too Much Sun
Dont spend too much time in the sun before the shoot, unless you want your embarrassing
sunburn to be immortalized on video.

5. Sleep Deprivation
Give yourself an opportunity to rest and relax before the shoot, and whatever you do, dont
go out and party. Hangovers look just as bad on camera as they do in person.

If you think you might get nervous, try to avoid drinking coffee at all. We know for some
people, thats not an option. But itll just make you jittery and bug-eyed. The whole point is
to appear cool and collected.

OTHER CONSIDERATIONS
In cases where budget restrictions do not allow for a makeup and hair
person to be provided, you may want to bring a brush or comb. Our
camera operators typically keep a basic powder kit on hand to reduce
any shine caused by the lights, but you may want to bring your own
makeup and hair products just in case.

In fact, its a good idea to bring extra clothes too - you never know
what kind of problem the production crew may run into. It might be
the case that the microphone is difficult to clip onto your sweater,
or that your seafoam blouse looks exactly like another interviewees
seafoam blouse. You only get one shot at filming, so its good to have a
backup plan.

Go ahead and get familiar with the questions beforehand if you have a
chance, but dont get too familiar. The point of doing interviews is to
hear peoples genuine thoughts. If you rehearse too much, your answers
may sound scripted, and the video will lose that sense of spontaneity.
Above all, remember that being on camera doesnt necessarily mean you
54
videoforbusiness.ca
have to perform in any way. We want to interview the real you, so
dont give us your news anchor voice. Just be you! Everything will be
fine.

And if it isnt, well fix it in post.

A LESSON IN AUTHENTICITY:
THE DUCHENNE SMILE
There are many reasons for making videos, but one of the most
common is the effort to put a face to a message, which naturally
entails putting a real person in front of a camera.

Using video to humanize a brand is an excellent strategy, and one that

we generally encourage. But working with faces introduces a special
challenge to any video project. Simply put: those faces belong to people,
and those people are usually not as good at controlling their facial
expressions as you might think.

Lets use smiling as an example.

In the mid-19th century, a French neurologist named Guillame Duchenne

described a curious scientific phenomenon: he realized that there were
two types of smiles. In the first type, a muscle called the zygomatic
major contracts, raising the corners of the lips. In the second type of
smile, there is also a contraction of another muscle the orbicularis
oculi which raises the cheeks, forming wrinkles or crows feet around
the eyes.

55
videoforbusiness.ca
 This second smile today known as the Duchenne Smile is actually
difficult to fake because it activates muscles that we generally dont
consciously control. The Duchenne Smile usually only appears if we are
genuinely feeling a positive emotion.

The first smile sometimes called the Pan Am smile is defined

precisely by its apparent lack of authenticity. Simply put: its a fake
smile, and everyone can see it.

So why does this matter for video?

People are highly attuned to facial expression. Its in our DNA to be able
to read a complex range of emotions in the human face, even though
were not always consciously aware that were doing so. The whole
point of putting a face on camera is to lend the videos message a level
of personality and credibility. An obviously inauthentic delivery of that
message could undermine your videos purpose.

56
videoforbusiness.ca
How can we capture those beautiful Duchenne smiles? Here are four
things to try:

1. Break the Ice

Get your talent talking before you start rolling the camera. Just have a conversation,
and help them to feel less in-the-spotlight. The discomfort of being on camera
results from a feeling of self-consciousness, so try to fill the silence in the room and
downplay the idea that they are on stage (even though they basically are).

2. Dont Over-Direct
Whether your talent is being interviewed or reading from a teleprompter, give them
enough time and space to relax and get accustomed to being on camera before you
try feeding them scripted lines or providing feedback. Few people get it right their
first try, so be patient and let their confidence emerge naturally. Telling people they
need to relax and be more authentic often has the opposite effect.

3. Work with an Experienced Film Crew

In order for people to be themselves on set, they need to feel relaxed and
comfortable. We always work with experienced crew because the overall vibe of the
room is crucially important, and people with on-set experience understand this.

4. Smile!
Smiling is contagious (actually). People tend instinctively to imitate other peoples
facial cues, so help them out by putting out some of your own positive vibes.
The broader lesson here is that putting faces on camera might be the right creative
decision for your project, but when it comes time for your talent to smile for the
camera, you should do everything in your power to ensure that smile is natural.

57
videoforbusiness.ca
 VOLUNTEER VS. PROFESSIONAL TALENT:
WHICH IS BEST FOR YOUR VIDEO?
If youre making a video that requires a host, spokesperson, or
someone to play a role, youll need to cast that individual. Unfortunately,
Morgan Freeman is probably outside your budget.

This leaves you with basically two options: You can ask a volunteer, or
you can look for other professional talent. There are pros and cons to
both options, so lets review which might be best for your video.

USING A VOLUNTEER
Depending on your videos messaging and objectives, it might make
more sense to use a volunteer from your own organization. If youre
demonstrating a complicated product like some kind of complex
software your presenter will need to actually be familiar with the
product. The last thing you want is your host to fumble through the
demo.

Even if theres no product in the video, if the content involves a lot of

industry-specific language, you might find that its best to work with
an individual whos actually in the field. Ideally, your viewers will see
that your videos content is coming from a genuine source, and thatll
naturally lend more credibility to your video. Using real people always
makes for a more authentic -feeling video as well.

But before you go ahead and cast Bill from Sales, read on.

Theres a risk involved in casting someone whos inexperienced with

video. Simply put, they might not shine on camera. Even people who are
58
videoforbusiness.ca
normally confident and outgoing tend to lose their cool in the spotlight.
You dont want to wait till your shoot to find out that your host is
nervous, uncomfortable, and sweaty.

Hosting a video usually means wearing a microphone, standing for

hours in front of bright lights, reading from a teleprompter, doing
multiple takes, taking criticism from people oh, and trying your best
to appear relaxed and comfortable the whole time. It can feel like a
performance, and some people dont do well with that sort of pressure.

USING PROFESSIONAL TALENT

The great thing about working with professional talent is that theyre
cool with all that stuff, and theyre efficient. Thats important, not
only because youll generally end up with better deliveries, but also
because youll have more time to get it right. Whereas your volunteer
might need a while to get comfortable in the studio, a professional will
feel right at home.

Professionals are also accustomed to taking direction. If you say

Great, lets try that again with 15% more energy, theyll understand
right away, and it wont hurt their feelings.

59
videoforbusiness.ca
 Of course, hiring a pro will add to your cost,
and if budget is your main concern, you
might be tempted to use a volunteer. But
dont forget that, if youre using one of
your employees, youre paying for their time
too. Professionals might cost a few hundred
dollars more, but that extra value might turn
out to be a worthwhile investment.

SO, WHICH IS BEST FOR YOUR VIDEO?

If youre having a hard time deciding, consider holding auditions with
your staff. Shine some lights on them, roll the camera, and see how
they do. This may seem like a lot of prep work, but if your host
features prominently in the video, its important to make sure that
youve got the right person for the job.

3 CONSIDERATIONS WHEN
USING VIDEO TO TEACH
Video has proven itself as a powerful communications tool, and part of
that success lies in its ability to teach. There are many reasons for
this, and it perhaps comes as no surprise.

In order to really make use of the teaching power of video, there are a
few considerations you should keep in mind.

60
videoforbusiness.ca
1. Will a Video Actually Improve Instruction?
Though it may surprise you, the answer to this question is sometimes NO. For
example, if the material you want to teach is so dense that it requires the viewer to
pause or rewind the video, then your audience may prefer to read it.

Video may have a reputation for being easier than reading, but there are cases
where the reverse is true. Sometimes, its better to give your audience the power to
revisit or reread at their discretion without making them scrub through a video.

2. How You Can Use Visuals to Your Advantage

Every classroom has a chalkboard, and a good teacher knows how and when to use
it. Simply put, visual elements should supplement or support the narration. If done
properly, this can have enormous instructional benefit. In this case of video, this is
achieved with skillful scriptwriting.

To demonstrate this, we created our own instructional video.

3. How Invested Your Audience Is

If your target audience is already invested in learning about your content, then youre
in good shape if you deliver the instructional goods, you should have no problem
retaining your audience and giving them value. However, if youre thinking about
using an educational or instructional video to create awareness, then you might want
to rethink your video strategy and ask yourself a few important questions first.

The main takeaway is that, like all good videos, educational or instructional videos
must be rooted in some sense of purpose. Think carefully about the specific value
you are hoping to offer your audience, and then give due respect to the creative
process needed to get you there.

61
videoforbusiness.ca
 ANIMATION:
THE NEED-TO-KNOWS
Wait before you go ahead and roll camera, have you considered
animation?

We always urge people to consider all creative possibilities when theyre

in the early stages of creating a video, and animation is always an
option. But how do you know if its right for your video? Heres a very
basic overview of how to think about it.

WHAT ANIMATION IS GOOD AT

Animation is a powerful tool because it can represent just about

anything its really only limited by your imagination. If you want
a flying zucchini in your video, then a flying zucchini you shall
have. (Weve actually done this). And though a flying zucchini is not
impossible to film in live action, it would introduce some special effects
challenges.

The point is that animation is perfect for expressing abstract ideas

and concepts. For example, weve seen that its particularly useful for
software companies who sometimes struggle to explain their product
in words alone. Sometimes they just need catchy visual metaphor, or a
diagram, or conceptual model to help them out. Animation fits the job.

62
videoforbusiness.ca
 WHAT ANIMATION IS LESS GOOD AT
Animation can be many things, but what it cant be is a real person
and sometimes a real person will suit your purposes better. If the point
of your video is to humanize your message, then a human will work
well. If you want to stir peoples emotions, a real person telling a real
story will be more relatable than an abstract representation.

HOW TO CHOOSE A STYLE

With the above considerations in mind, choosing the style of animation
is also important. What works for some messages might not work for
others. For a quick runthrough of what this means, check out this video
demonstration.

63
videoforbusiness.ca
 CHAPTER 6:
POST-PRODUCTION
*** HOW TO SCRIPT FOR THE EDIT ***

Everybody knows that scripting is the first major creative step in

creating a video, and editing is one of the last. However, even though
scripting and editing are on opposite ends of the video production
timeline, theyre still part of the same creative process, and ideally they
work together in harmony.

One way to do that is to decide on an editing style before writing

the script. This is especially important if your video features a
spokesperson or a presenter. Knowing when and where a cut will happen
is hugely helpful when it comes time to shoot and it also opens some
unexpected creative doors.

Watch this video for a demonstration.

The main takeaway here is that these different editing styles were
written into the script. These decisions were made before the video was
shot, not in the editing suite.
This approach is not necessary for all videos, but it really shows how
good planning can lead to better content, and better results.
64
videoforbusiness.ca
 FINDING THE RIGHT MUSIC
FOR YOUR VIDEO
People think of video as primarily a visual medium, so music sometimes
gets treated like an afterthought something to be tacked on at the
end of production. Yet, its plain to see (or hear?) that music is one of
the most important stylistic choices in video. It deserves better!

The best videos work by creating a connection with

their audience. They create a mood, evoke an emotional
response, and hold the viewers attention. Thats why,
no matter what kind of video youre making, music
matters.

A NOTE ON STOCK MUSIC

Stock music used to come packaged on DVDs, and there wasnt really a
lot to choose from, but today things are different. Home recording has
gotten a lot more accessible over the past few years, and musicians
are able to sell their music online in a scalable and efficient manner.
Websites like audiojungle.net and premiumbeat.com have literally hundreds
of thousands of songs produced by independent artists, and each is
tagged and categorized with keywords like motivational, cheeful, and
epic. How convenient!

Once you know roughly what kind of feeling you want the video to have,
finding the right song is as easy as doing a keyword search. Of course,
this can still be a time consuming process, but once you do find the
right track its as simple as clicking a button and accepting the terms.

Quality can still vary within stock music, so youll want to listen closely

65
videoforbusiness.ca
 to the instrumentation (or lack thereof). Music made in a studio with
microphones and real instruments may cost more than music made on
a computer with digital instruments, and some stock music websites
position themselves as being higher quality than others.

Once you find a track that fits the mood of your video, dont get too
attached. Music is highly personal, so test it out with a few people
before paying for the license. Luckily, stock music providers will let you
try to the music with an audio watermark before you finalize your
purchase, so you can try em before you buy em.

Our team has spent lots of time combing through the various archives
of royalty free stock music and wed be happy to help by making some
suggestions and providing some sample tracks.

WHAT TO LISTEN FOR

Once you have a few tracks in mind, listen to them carefully, and
critically. Think about the different elements of music, and what each
of them connotes for the listener:

Rhythm is the foundation of music, so start here. Rhythm doesnt necessarily mean
percussion; it refers to the tempo the speed or pace of the song. Of course, up
tempo rhythm conveys a feeling of movement, action, urgency. A slower tempo is
naturally more relaxed. How do you want your viewer to feel when they receive your
message?

Harmony refers to the structure and composition of notes in the song. Some chords
(combinations of notes) are consonant they sound pleasant and nice. Others
are dissonant they sound obtuse or wrong (think jazz). Everybody intuitively

66
videoforbusiness.ca
 understands the emotions that arise from different kinds of harmony, so let your own
emotional reactions be your guide. Close your eyes, listen, and reflect on how you
feel when you listen.

Instrumentation matters because we associate different instruments with different

cultures and traditions. A fourpiece quartet connotes class and sophistication; a
screaming electric guitar connotes counterculture and rebellion. Be careful what kind
of imagery you associate with your video.

Quality refers to the actual sound of the instruments (both digital and acoustic). Ask
yourself: is that a saxophone? Or a cheap digital recreation of a saxophone? As a
general rule, avoid digital instruments that try to imitate an acoustic aesthetic. Simply
put, theyre tacky.

DONT MAKE IT PERSONAL

Music is an extremely personal thing. What one person loves, the next
person cant stand its the reason theres a nearly endless supply of
music being created.

When selecting music for video, its important to set aside those
personal preferences and prejudices, and think instead about the types
of people that youre trying to reach with your message. What types
of music will they respond to? What sorts of tracks best represent
your message?

67
videoforbusiness.ca
 TAKE YOUR TIME

Whatever you do, dont rush the music selection process. There are
literally millions of tracks online waiting to be licensed, and the perfect
one is out there waiting to be discovered. All it takes is a bit of time, a
critical ear, and decent pair of headphones.

THINGS TO CONSIDER WHEN

VOICING OVER YOUR VIDEO
A lot of videos rely on voiceover to tell a story, but choosing the right
voice for your video involves a few important considerations. There are
many subtleties in the human voice, so its important to make sure the
voice you choose is appropriate for the message of your video. Luckily
there are plenty of voiceactors and talent agencies who will provide
demos and auditions online so that you can test out a few options
before committing to a final voiceover. Here are some of the things we
think about when casting a voiceover for your video.

Male or Female: Choosing your voices gender is a good place to start, but gender
isnt as crucial as you might guess. Audiences generally have no preference,
unless the subject matter of the video is gender-specific (which is comparatively
rare). Unless theres a good reason for choosing a particular point on the gender
spectrum, we recommend being open to all kinds of voices.

68
videoforbusiness.ca
 Formal or Casual: This will depend entirely on your script. If its written like a story,
youll want your voice to sound real and genuine. If its technical or instructional,
youll want your voice to have the authority of a more formal reading. Many voice
actors do radio commercials, so theyre used to exaggerating their intonation. This
works great for commercials, but not so much for an instructional video or a story.

Fast or Slow: Pacing is important in video, so think carefully about how fast you
want your voiceactor to read the script. If youre making an animated video, give
yourself enough breathing room to keep a good visual flow. For frame of reference:
150 words per minute is a standard pace, but its by no means a rule.

Narrator or Character: To what degree do you need your voice talent to act?
Sometimes all you need is a polished and professionally recorded voice, but
sometimes your script will call for a character. In this case, the reading of the script
is central to the videos story, and this might necessitate a more experienced and
dynamic actor, and therefore more rigorous casting process.

VOICE MATTERS
The main takeaway here is that your voiceover should never be treated
as an afterthought. Voice may seem like a minor detail, but it has
a huge (albeit sometimes unconscious) effect on the overall mood and
impression of your video.

69
videoforbusiness.ca
 PART 4:

AFTER YOUR
VIDEO
IS DONE

70
videoforbusiness.ca
 CHAPTER 7:
OPTIMIZING YOUR VIDEO
FOR THE WEB
*** WHAT FACEBOOK AND TWITTER AUTOPLAY
SILENT VIDEO MEANS FOR MARKETERS ***

Anyone using Facebook or Twitter on a regular basis will have noticed

that videos are now automatically playing in your feeds, which is great
news for video marketers hoping to maximize views of their content.
But these platforms are giving video the silent treatment, muting the
videos until viewers opt-
in to audio manually.

When Instagram introduced autoplay video back in 2013, it made an

important decision to mute the videos by default. Its not hard to see
how this could help to make it less intrusive in an otherwise silent
stream, and much less annoying for those using the app in public. This
feature made its way to Facebook for probably the same reason, and
more recently to Twitter with the introduction of autoplay video there.

On Instagram, videos are limited to 60 seconds and will continue to loop,

allowing the user to click for audio and pretty easily watch it again
from the start. On Facebook and Twitter, theres a
good chance that viewers will have missed a large
portion of your message by the time they un- mute
the video -if they decide to do so at all -causing
them to miss those potentially critical opening lines.
So whats a video marketer to do?

71
videoforbusiness.ca
 One answer may be to create content that works both with and
without audio by using onscreen text and graphics to tell the story
instead of relying on just a voice
over. This is very similar to best
practices around producing video for use at a trade show. Just be sure
that the graphics dont then distract from the video when the volume is
on.

Watch the example below of a video we produced for Methanex which

relies on motion graphics instead of a voiceover. While the accompanying
music is designed to have an emotional impact, the video still works
without it.

It may be enough to delay the start of any critical audio by using a

visual hook in those crucial first 5 seconds to entice the viewer to turn
up the volume before the voiceover starts. But youll need to make sure
that youre still telling a relevant and compelling story visually which can
be difficult to do. Consider also simply overlaying subtitles for the voice
over and any dialogue in the scene. The challenge here is in making the
text large enough to be read while not detracting from your product or
other visuals.

Lastly, by posting a video from YouTube to either platform, youll still

get a nice big video thumbnail in your post, with the benefit of having
the volume turned up by default if and when the viewer does decide to
click that big play button. Sure, you may not get nearly as many
views, but at least your audience will have heard your message!

72
videoforbusiness.ca
This is all very different from videos designed to be watched directly
on YouTube, where viewers are almost certainly browsing with audio
and where those first few seconds are so critical to capturing their
attention using both senses available to you.

The bottom line is that we still need to create specific content for
each platform, considering best practices and any inherent technical
limitations. If done correctly, silent autoplay video may be harnessed for
increased views - but you should still start by asking whether these
platforms are right for you and your audience in the first place.

HOW T0 ADD VIDEO TO

AN EMAIL NEWSLETTER
Newsletter marketing is one of the most effective ways for businesses
to maintain an ongoing relationship with an audience. Including video in
your email blasts has several benefits, including its ability to increase
click
-through rates when a large video thumbnail is used, as well as
email open rates simply when the word video is used in the subject line.

So how exactly do you include a video in an email newsletter? There are

a few things youll need to consider.

Video is Too Big to Embed Directly in Email

The primary challenge is that a video cant be embedded or attached directly to an email since
video files are typically much too large (HTML5 does allow for videos to be embedded directly in
emails but the results are far from consistent).

You should instead link to a video which is then embedded on a landing page on your website.
This will also provide a way to track clicks and conversions. This is likely the one time that it
makes sense to have your video automatically play since by clicking the thumbnail, your readers
have effectively already hit play, so it wouldnt make sense for them to do this again.

73
videoforbusiness.ca
 Using a Click to View Image
Youll still want to include a video thumbnail in order to create the illusion of the video having
been embedded directly in the email, giving extra incentive for people to click on it.

A nice trick is to use a screen capture of the video right within its player and including the big
play button. You would then add a hyperlink to the image the same way as you would with any
other image in an email.

This assumes that your newsletter is being sent as an HTML email, as images cannot be
embedded directly in a plain text email. Be sure to include appropriate text (eg. Watch video
on YouTube) for the Alt and Title tags in the image, in case the viewer has images disabled
in their email software, as this text will appear in its place instead of simply an empty box. It
might be a good idea to also include a regular textbased hyperlink to the video underneath the
image, just in case.

Using an Animated GIF Instead

A nice variation on the Click to View image is using an animated GIF instead of a regular
JPG image. GIF images allow you to include multiple frames of the video as an animation,
simulating the effect of a video.

Note that this is not meant to act as alternative to the video itself as there is no support for
sound content and you typically cant achieve a frame rate of much higher than 10 frames
per second (as opposed to 24 or 30 per second for regular video). GIF images also play
automatically upon loading and cannot be controlled. They also dont function on many mobile
email clients due to the increased CPU load required and typically result in much larger file
sizes than JPG images.

A/B Testing to Measure Results

Many newsletter platforms provide the ability to A/B split test different headlines and email
content, allowing you to measure any increase in both clickthrough and open rates. This is a
great way to optimize your headlines, thumbnails, and video placements to maximize results.

74
videoforbusiness.ca
 THE RULE OF THUMBNAILS:
5 Considerations for Optimizing Video Thumbs

When people search for videos, they tend to do so very quickly often
in a matter of seconds. If you want them to click on your video, try to
catch their attention with an attractive thumbnail.

This tiny image functions as a link to your video, but its much more
than that. It also acts as a poster for your video. Either it will
convince people to watch, or it will deter them from watching.

Most hosting platforms will automatically choose a thumbnail for you

usually a still image extracted from the middle of the video. In most
cases, that image wont be good enough, so youre much better off
designing and uploading your own. Here are some tips to help you design
a winning thumbnail.

1. Explain Your Video

The first priority is to show potential viewers what your video is about. Of
course, a thumbnail cant accommodate a great deal of information, so
choose an image that represents your videos overall content.

2. Put a Title in Your Thumbnail

This is one of the few times that a word is worth a thousand pictures.
Sometimes people eyes are more drawn to the thumbnail text than the
actually title in the search window. Just dont write too much; the thumbnail
is already pretty cramped.

75
videoforbusiness.ca
 3. Choose an Enticing Image
Naturally you want an image that will draw the eye, and entice people to
click. Some people have taken this to extremes, using swimsuit models for
thumbnails in videos that have nothing to do with swimsuits (or models).
Theres no point getting people to your video just to have them stop
watching.

4. Make it pop
Solid backgrounds, bright colors, bold patterns all of these will help to
make your image stand out. Even a snazzy border can distinguish you from
the other thumbnails in the list.

5. Fill the Frame

If your thumbnail includes a person, make sure theyre framed closeup so
theyre not too small. Even a medium shot might be difficult to see.

THE GIST
Thumbnails ideally should be planned in the creative development process
and considered during filming or animation, in case a specific image is
required. It can sometimes be difficult to find a suitable frame in a
finished video, especially when filming people speaking.
Weve all had the experience of browsing videos, and we all know how
important that thumbnail can be in the decision to click. If youre
already investing the time, energy, and money to make a video, putting
the extra effort to create a winning thumbnail is a great way to
ensure success.

76
videoforbusiness.ca
 5 WAYS TO GET YOUR VIDEO SEEN
(and How to Measure the Results)

Video has the power to explain complicated concepts and information, to

tell stories that help change beliefs, and to influence viewer behaviour.
None of this is possible though unless you can get people to see your
video in the first place!

While views are far from the most important video metric, as
marketers and communicators were certainly not making videos just
to sit on the proverbial shelf. Your plan for the distribution of a video
is one of the first things we consider during the strategy phase of a
video project, and its a question that is occasionally met without a clear
answer.

Here are 5 ways to get your video seen and how to measure the results.
Before creating your next video, consider which of these might be the
best way to target your audience.

77
videoforbusiness.ca
 1 EMBED ON A LANDING PAGE
TO LEVERAGE EXISTING TRAFFIC
Using video on a landing page is one of the best ways to increase
conversions and to create immediate, measureable results. This is a
great example of using video to help with a microconversion goal as
part of an inbound marketing funnel. The idea here is to push viewers
through what may be a very tight bottleneck, assuming that youre
already driving traffic to this page through search engine optimization
or paid advertising.

Views should be measured only as a percentage of visitors to the landing

page, referred to as the play rate. For example, if you attract 100
visitors in a given day, you might be able to expect somewhere between
50-90 unique views of the video, depending on how well youve optimized
your landing page video, including the use of a compelling thumbnail
image.

You can then also measure any change in the percentage of conversions
before and after adding the video. Alternatively, A/B split testing may
be used to measure the effect on conversions that the video might be
having (either positive or negative) on an ongoing basis.

A B

78
videoforbusiness.ca
 2 OPTIMIZE IT FOR SEARCH
Youtube is the 2nd largest search engine in the world, reaching more US
adults ages 18-34 than any cable network. It also has a very large
built-in audience who subscribe to channels and visit the site daily, but
these viewers tend to be interested in very specific types of content
(hint: its typically not B2B).

On the other hand, many potential viewers might be searching for a

given keyword or phrase using a broader search engine like Google. Video
has been shown to be 50 times more likely to rank on the first page
of Google than text- only webpages. By hosting your video on YouTube,
you will still increase the chances of being found in Google, but youll
miss out on harnessing the search engine optimization (SEO) benefits
for yourself.

If conversions are ultimately your goal, embedding a video on your own

website or blog by using a professional video hosting solution such as
Wistia will get your audience one step closer. YouTubes goal is to keep
visitors on their own website watching more videos, not to help convert
them to yours.

No matter where you decide to host your video, remember that people
tend to search for answers to their own very specific problems.
Educational and how to content may perform much better than videos
simply promoting your company and its products or services.

Views may indeed be an important metric with this top of funnel

content, but conversions are a better key performance indicator.
Conversion goals may include subscriptions on YouTube, conversions to a
landing page on your website, or any other measurement which moves
leads along the buyers journey.

79
videoforbusiness.ca
 3 WITH PAID PLACEMENT ADVERTISING
One possible way to get your video in front of some eyeballs may be
with paid placements. This includes the pre-roll ads youve likely seen on
YouTube (modeled after the traditional 30-second broadcast television
spot), as well as the more recent paid video placement opportunities on
social media platforms like Instagram.

While potentially very expensive, advertising through the Google Adwords

network or on Facebook allows advertisers to target viewers in
increasingly more effective ways. For example, you could pay for your
video to be shown only to viewers who have watched at least one of
your videos before - a specific form of retargeting which goes beyond
demographics into a users specific behavioural patterns.

Since youll likely be paying

for views, its viewer
retention and ultimately
conversion that youll want
to focus on and not simply
the number of views to
your video. With any paid
campaign, you should have
the advertising platform
measure and optimize for
conversions by tying it
directly to a specific landing
page on your website, whenever possible. In this way, some platforms
will then allow you to estimate the value of each lead or successful
conversion so that it can report directly on ROI.

80
videoforbusiness.ca
 4 SEND IT BY EMAIL
Newsletter marketing is still one of the most effective ways to
maintain an ongoing relationship with an audience. Including video in your
email blasts has several benefits, including its ability to increase click
through rates when a large video thumbnail is used, as well as email
open rates simply when the word video is used in the subject line.

Note, however, that a video cant be embedded or attached directly to

the email since video files are typically much too large - the new HTML5
does allow for videos to be embedded directly in emails but the results
are far from consistent. You should instead link to a video which is then
embedded on your website which will also provide a way to track clicks
and conversions.

Many newsletter platforms provide the ability to A/B split test

different headlines and email content, allowing you to measure any
increase in both click-through and open rates. Youll then want to
measure the video views and conversions from the page on which the
email is linking to, in the same way you would measure and compare the
results from video embedded on any landing page.

81
videoforbusiness.ca
 5 MAKE IT SHAREABLE
Wed never claim to have some secret recipe to a viral video hit, but
there are certainly a few ingredients that can increase your chances of
success. You need to be authentic, to use storytelling, and above all to
avoid the corporate video cliche.

The reason that videos get shared tends to be not just in how they
make a viewer feel, but in how it will make them appear when they
share it with their friends and colleagues. Does your video help a person
to express a strongly held beliefs or opinion on a topic, to show how
smart they are with a clever explanation of something complicated, or
for them to simply help brighten someone elses day by passing along
something funny or entertaining?

Interestingly, shorter isnt always better. In fact, according to

ReelSeo.com many of the new statistics point to videos that are longer
than 23 minutes are shared more often, possibly because there is more
time for your audience to have a more emotional connection resulting in
them forwarding the link to other people. The Kony 2012 documentary
is a good example of this.

Views, likes, shares, and tweets will all be important metrics, but
hopefully youve tied this video back to some type of strategic goal as
well beyond simply increasing awareness. Before beginning any new
campaign, picture a successful outcome for the project - perhaps you
were in fact successful in increasing awareness. What behaviour has
changed as a result which can be measured? Now try to attach a date
and number, and to write this as a statement. This is the benchmark
well compare to once we measure the final results.

82
videoforbusiness.ca
 ...OR SIMPLY HAVE A
CAPTIVE AUDIENCE
Perhaps the most effective, if not obvious, way to get your video
seen is by playing it for a captive audience at a conference or other
presentation. Its not to say you can take this audience for granted
though -storytelling still matters to ensure people actually pay
attention so the information sticks, or that enough of an emotional
response is elicited to create a change in behaviour (or whatever the
objective may be).

It may be more difficult to measure these offline results, but youre

likely to get more immediate anecdotal feedback. For example, viewers
may ask questions afterwards showing that they were highly engaged.
In the case of an emotionally engaging story, you may be lucky enough
to elicit the odd tear from your audience.

83
videoforbusiness.ca
 T H A T S
A
W R A P !
As you begin your video production journey, keep in mind that it is an
iterative process. It takes time for an organization to develop its
voice and style, and measuring and analyzing the performance of your
videos is important as you attempt to continually improve the results
of your video marketing and communication efforts. Its important
that creative decisions are informed by data and process, but not
necessarily driven by them. At the end of the day, making great
videos is as much of an art as it is a science.

84
videoforbusiness.ca
 About the Author, Jeff Pelletier
With a background in internet marketing, Jeff began his career
as a freelance producer and director before co-founding
Basetwo Media. Today he oversees the implementation of the
companys overall vision and strategy. He also lives a double-
life as an outdoor adventure filmmaker, and spends his
weekends running ultra-marathons through BCs backcountry.

About the Author, Andrew Muir

With a Masters in Communications and a background in
creative writing, Andrew develops scripts that inform, entertain
and engage. A shrewd editor with a knack for storytelling, he
imbues his writing in equal measure with professional quality,
creative flair, and shameful puns. If youre looking a top-quality
script, hes the write guy for the job.

VideoForBusiness.ca
Basetwo Media is a full service video marketing and communications agency.
We help medium and large sized businesses communicate using video.

@basetwomedia

For more resources on using video for business,

http://videoforbusiness.ca/knowledge-centre

2017 Basetwo Media Inc. All rights reserved.

85
videoforbusiness.ca