1. The Audience: Who is the audience for this video?
2. The Objective: What are you try to accomplish with this video?
3. The Strategy: How does this video fit into your marketing strategy?
4. The Tactics: How specifically will this video be used? You have a lot of choices of platforms for your video and we can guide you in placing them on the best ones for your needed results.

Now that we understand the how’s and why’s of the project, we then need to define the boundaries or the scope of the project. They are:

Length of video
Complexity
Budget 

Defining two of these usually quantifies the third one. Once the script or editing process begins, if any one of these three elements change, it will affect the other two. 

The budget is often driven by the complexity of the production, that is the music, graphics, videography, or type or number of on camera talent, etc. 

During this phase, we will propose a message, style and story for the project.

The blue print that follows the treatment will identify the exact words spoken by the narrator and a brief and general appearance that the visuals will demonstrate that support the video. Location videography will be identified by the scene, type of movement in shots, feel, props, actors, sounds, and objective the visuals support. Interviews will be identified by the quotes we expect to receive and these paraphrased segments will identify the length and number of testimonials we intend to use in the video. 

The first edit of the video usually occurs once graphics, videography, music and voice over have been completed. There are both foundational and fluid elements in this rough draft. 

The narration is foundational. Animation and graphics are also foundational, but the narration’s inflection or pronunciation can be changeable at this stage.

For music, although usually background in nature, may be defined as very thematic, specific, and complex or may simply support the pace and general feel of each video segment. In most cases the music can be switched out or removed without additional cost. 

Specific videography shots, can be interchanged and should be anticipated by the script and alternate takes should be done while on location to reduce the chance of the need for a re-shoot that adds costs.

The timing of graphics and animation are rough and more easily refined in the second draft if needed. Look and complexity are foundational.

This is the time to make sure all earlier edits have been made correctly and other tweaks don’t draw attention away from earlier changes. Changes can affect timing, transitions and flow of the video so a viewing that gives the entire video a fresh look may reveal things that weren’t obvious before. 

This is the time to make sure all earlier edits have been made correctly and other tweeks don’t draw attention away from earlier changes. Changes can affect timing, transitions and flow of the video so a viewing that gives the entire video a fresh look may reveal things that weren’t obvious before.