In a previous article, Lorraine Hambleton – our resident expert in commissioning corporate video – shared her views on producing consistent Internal Comms telly. Here’s part two.
I believe that every great video is the result of a strong partnership between the client and creative agency, each bringing their own expertise to the party at the right time. So for every video I work on, I encourage upfront conversations with everyone to agree the essential ingredients for the next must-see TV for internal audiences.
Here is how I take a holistic approach at the planning stage to ensure the output is consistent in quality and the experience as hassle-free as possible.
This is based on my own experience working with clients, creative agencies and the broadcast industry over the years – it can be used by in-house communications teams or production companies making corporate films.
Each of these elements must be discussed and agreed upfront, as well as delivered by the best person to do the job during the lifecycle of a production:
1. Compelling content – What’s the story behind the message? Is it appropriate for TV and lend itself well to the emotive power of the moving image? If not (for example, operational updates), stop now and choose another channel.
2. Creative format – What format will work best for the story and resonate with your audience? Fast-paced magazine show? Animation? User-generated content? Take inspiration from the stuff you see on telly, then make it your own.
Always ask the ‘why?’ question to give every element of the content and structure of the video a really clear sense of purpose – it gives you editorial control.
3. Simple process – Be clear on timescales, who adds value, why and when during the full lifecycle of a production. Create a template for the brief and use it every time – this is best practice and a good investment of time.
And, by the way, is the technology in place fit for purpose to support your vision? Agree upfront the spec needed for final delivery and any workarounds required.
4. Maximum awareness and engagement – Take the X-Factor approach to get full value out of the end product by identifying which elements could also work as standalone content (internally or even externally).
Use the whole channel mix to drive maximum engagement before, during and after transmission to encourage genuine dialogue across the organisation.
5. Measurement and continuous improvement – Agree objectives and desired behaviour change: for example, a short-term uplift in website traffic or longer-term improvement in customer service.
Always make time to revisit the numbers even if it is in six months’ time, and connect the impact with the film. Identify what needs to improve for next time and repeat what worked well.
If you are interested in learning more behind this unique process – to troubleshoot a current production, launch a new in-house TV channel, refresh an existing one, or pitch for the business – CommsQuest can help.
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