The necessity for video within the worlds of public relations, government, corporate and non-profit America is growing quickly. From rapidly made, rapidly distributed response videos to public service bulletins and longer videos designed to brand and launch new initiatives, makes use of for video content material are rising exponentially. Nevertheless many occasions inquiries about new video projects, and notably RFP’s, pass over vital bits of data that might significantly assist those of us making an attempt to meet video production requests. While asking for added data could seem self-serving, usually solutions to lacking questions would offer the RFP’s creator with a greater “apples to apples” comparability. Sure questions might give deeper perception into artistic path, service choices and capabilities, and general workflow plans between completely different responders. Different questions could yield data that may assist determination makers come to a conclusion based mostly on more than simply bottom line price comparisons. It might assist institute metrics which might be distinctive to video production, and make judgments and choices utilizing a more balanced scorecard. “The necessity for video within the worlds of public relations, government, corporate and nonprofit America is growing quickly. If you’ve by no means created a video project earlier than, or written an RFP for one, how do you make certain that you’re giving potential vendors the best data and asking the best questions? If in case you have requested a video project earlier than, but weren’t pleased with the final product, what are you able to do in a different way as you write your subsequent video RFP? The answer is a matter of perspective.
JUMP INTO THE PRODUCER ROLE.
As you write your subsequent video RFP, play the position of an “Executive Producer.” An Executive Producer is the CEO of a production. They take a look at the production as a business, and you need to too. Executive Producers take into accounts the identical typical business considerations any CEO would— operations, personnel, advertising/gross sales, product quality, and budgeting. Executive Producers assume lengthy and hard concerning the three overarching phases of each production— pre-production (the conceptualizing and logistics wanted to get the project off the floor), production (the shooting and gathering of photos and sound), and post-production (the editing, sharpening and supply of the final product). Inside these three overarching phases are three elements that mirror customary business components that the “CEO/Executive Producer” ought to contemplate when writing an RFP and evaluating any responding proposals. Much like a CEO, you need to contemplate (1) the fundamentals. Pre-production is the stage throughout which one easy query is contemplated: What is going to it take to get this project started? From a business perspective this consists of components such as personnel, operations and budgeting. So ask your self questions that can illuminate these business considerations. For example, a easy query such as “The place will this be filmed?” would require ideas about personnel, operations and budgeting. (See “BASICS” beneath for an inventory of correlating RFP questions). (2) The second stage to think about is the production stage and considerations content material. From a business standpoint, you need to take into consideration content material as an space masking the components of selling/gross sales and product quality. Ask your self questions that can contact upon these business components such as, “To whom am I telling the story, how am I making an attempt to influence them, and what’s one of the best ways to get them to pay attention?” (See “CONTENT” beneath for an inventory of correlating RFP questions). (3) The third set of questions to think about considerations post-production. It seems at approvers and the budget. How many individuals or organizations have a say in project approval will significantly have an effect on the period of time wanted for put up production. Questions such as “How will administration be concerned within the artistic in addition to strategic sides of this production?” additionally converse to the position stakeholders may have within the final approval of the project. As in business, you need to take into consideration the budget by way of revenue, loss and return on funding. Ask your self questions that can contemplate these business components such as, “How much cash am I keen to spend, and the way can I show to managers that this video’s story will outlast the associated fee to provide it?” (See “APPROVERS and BUDGET” beneath for an inventory of correlating RFP questions).
USE THESE QUESTIONS AS A GUIDELINE WHEN CONSTRUCTING YOUR VIDEO RFP:
- When is the final, completed video due?
- How lengthy does the completed video have to be?
- Will there be a necessity to shoot unique footage, buy stock footage/pictures for this project? In that case, customary definition or excessive definition?
- When does shooting want to start?
- Places – Will the shoot(s) be local, regional or nationwide?
- Will shoots at a number of local areas be required?
- Will on-camera talent be wanted (a host, interview topics, and many others.)? In that case, will the production company want to supply this talent, or will you (the consumer)?
- Will a teleprompter be required? (teleprompters are digital cue playing cards from which on-camera talent read scripts)
- If there are interviews within the piece, will these be carried out by a host? Will two cameras be needed—one to shoot the host and one to shoot the particular person being interviewed? Do you have a most popular setting for the interviews (a sure location, a professional backdrop, a pc generated background or a emblem within the background, and many others.)?
- Will there be a necessity for make-up/wardrobe?
- Will you be offering the script/interview questions, or will you want the production company to supply them?
- In what format(s) will the final project be delivered (tapes, DVDs, compressed video clips for the online, and many others.)?
- Are you able to present the production company with examples of different videos you like/dislike for path and steerage?
- What function does the video serve (to coach, drive web site visitors, change outdoors events’ perceptions of your group, and many others.)?
- What kind of viewers will probably be watching this video—who’s this video being made for?
- Will the video be closely interview-driven, or action-oriented displaying principally normal video with simply an off-screen narrator (or a mixture of all three)?
- Do you have a particular look/feel in thoughts (information, corporate, slick vs. rougher and fewer polished)?
- Will there be a necessity for graphics and/or animation within the video (a gap emblem sequence, on-screen identifiers, on- display screen maps, graphs or charts)?
- Will there be a necessity for music within the video? Will you (the consumer) be offering the music, or will the production company be furnishing music?
- Will there be a necessity for captioning for the listening to impaired?
- The place will the final video be seen (over the online, on television, in a presentation)? The place will probably be seen impacts music and stock footage/stock photograph licensing prices.
- Will you be the only particular person reviewing and approving the rough cuts and final edits? If not, what number of people/ departments from the corporate have approval energy? (Having a number of approvers typically causes a production to pull on and take a very long time to complete. As well as, a number of approvers with completely different viewpoints will typically trigger a production to go over budget)
- If the project is a pass-through (in different phrases, you might be producing this video for a consumer, not your individual company), what number of ranges of approval/individuals needing approval will there be? Have you learnt how much time these multi-stage approvals will sometimes take? Make sure to plan for approval and suggestions time accordingly.
- Do you have a particular budget or budget vary in thoughts?
- Are you on the lookout for a rough estimate, or a more polished line-item concept of what this project will cost?
EVALUATING A GOOD STORY AND STORYTELLER
Now that you’ve checked out video production from a business standpoint and maybe gained some ideas that can sharpen your subsequent video RFP, let’s take a look at methods to guage responders. It’s best to do not forget that what makes video production completely different from a typical business is that it’s primarily concerning the art of story telling. A producer within the video production sometimes performs the position of “chief storyteller.” She or he isn’t solely involved with getting the project achieved and the message throughout but, more importantly, they’re involved with how the story is being told. That’s a giant a part of what to search for when distinguishing production corporations and artistic vendors. In visual arts such as video production, every thing can be utilized to inform the story. Producers are involved with every thing from the physical placement of the camera, scene set ups and mild sources, to the figurative “voice” of the story—the narrator, the on-camera script readers, the on-camera interviewees and even camera angles. Sound effects and music, on-screen graphics and interview sound bites all matter throughout the “massive image” of a whole production. So, while you consider responses to your RFP, contemplate how the responder is proposing they’ll inform your story. How well do they articulate their alternative of production components and gear (e.g. the kind of camera, editing system they plan to make use of)? Are these selections based mostly solely on pricing and value? How well do they justify these line objects as support for the kind of story they plan to inform? How well do they plan to regulate to the setting they’re shooting in? How are they planning to arrange, edit, polish and end your story’s footage and final video piece? Are their selections a part of a course of that can improve how the story is being told? Are there indications that these selections will present more impact, or support the persuading message? Is the storytelling driving the production company’s gear and production workflow selections, or are concerns and concessions being made solely as a result of cost?
A WORD ABOUT BUDGETING
A variety of the previously mentioned RFP questions that we’ve recommended relate to the artistic content material of the video, and a number of occasions the potential consumer desires to go away the artistic formulation of the project as much as the corporate that’s in the end hired. Leaving artistic choices within the fingers of the production company is nice (there may be nothing video individuals like more that the sort of artistic autonomy); nevertheless, it makes the questions surrounding the budget all of the more vital. I perceive that the budget is a tough topic. You don’t wish to reveal that you’ve got $40,000 to spend after which obtain five proposals for $39,998, but right here is why giving video production individuals at the very least a vary is vital. If I do know you wish to do a 30 second PSA and that you’ve got $10-15,000 to spend, I’m going to suggest one thing much completely different than if I do know you’re seeking to spend $40-50,000. I’m going to suggest a special artistic method, a special camera package deal, a special variety of days filming, completely different casting…completely different every thing. The budget definitely influences how the story could be told. I’ll make these completely different suggestions not as a result of an even bigger budget requires costlier gear and personnel, but rather, a bigger budget permits for more choices for the consumer. If I actually have to make a guess concerning the budget (and each different respondent is guessing as well), it’ll be much more durable to find out the perfect worth from the proposals you obtain. The budget estimates that you obtain will possible be all around the map. Good video corporations can provide you with quite a lot of methods to deal with each project at all kinds of budget ranges. Don’t disqualify what may be an amazing company or a good suggestion and method as a result of they provide you a budget for $50,000 and also you’ve solely got $15,000 to spend. Get rid of the “budget guess” if you can, and provides at the very least a vary. The responses that you get back will probably be more competitive and also you’ll be on the highway in direction of comparing “apples to apples.”