Process & Approach

How Do We Do It?

Every project is unique. But every project—video, audio, web, print—is, at its core, storytelling. Try Googling “storytelling in marketing” and you’ll find numerous articles saying the same thing: good marketing is good storytelling. And telling a good story starts with asking a few basic questions: What are we trying to say? Why are we saying it? Who are we saying it to? Where are we saying it (on your site, at a trade show)? How are we saying it? And (most importantly) What is the desired result? I work closely with you to identify your story and convey it to your audience.

Initial consultation

Each project—video, web, or “other”—starts the same way: we talk. I ask some basic, key questions about the purpose and scope of the project. We discuss your goals, needs, and vision, as well as your budget and timeframe. I’ll give you some initial ideas and map out the basic process we’ll be following. I’ll also give you a rough estimate of the potential time and cost required. After this, video and website production processes differ.

Video Production

After the initial consultation, we’ll delve a little deeper into planning your project by covering some key points:

Research

  • Primary audience and competitors
  • Primary message, key points, and desired outcome
  • Required features and content
  • Existing videos or footage
  • Other videos and films you like, and what you like about them
  • Inventory of assets (existing footage, graphics, photos, copy, branding, logo, color palette, etc.)
  • Assets and content that will need to be generated

Proposal

  • Project plan & Proposal (including estimated costs and schedule)
  • What we each will be responsible for providing (and when)
  • Contract acceptance
  • Transfer of assets

Pre-production

  • Treatment (production concept)
  • Structure & Outline
  • Script
  • Storyboard or “2-column” script
  • Initial design of on-screen graphics and visual elements
  • Casting (when necessary)
  • Production scheduling and planning

Production

  • Shooting (filming) all new footage

Post-production

  • Logging & Capturing footage
  • Assembling footage into rough cut
  • Adding titles, motion graphics, and photos
  • Adding music, narration
  • Final Cut & Approval

Distribution

  • Encoding for online use
  • DVD design and duplication (when specified in project plan)

Website Development

The web development process has some similarities to video production, but is structured a bit differently:

Research

  • Primary audience and competitors
  • Primary message and desired outcome
  • Required features and content
  • Existing website or online content
  • Other sites you like, and what features you like about them
  • Domain name and web hosting
  • Inventory of assets (current branding, logo, color palette, graphics, videos, photos, copy, social media channels, etc.)
  • Assets and content that will need to be generated

Proposal

  • Project plan & Proposal (including estimated costs and schedule)
  • What we each will be responsible for providing (and when)
  • Contract acceptance
  • Transfer of assets

Planning

  • Information Architecture & Site Structure
  • Types of content and features
  • Wireframes and sketches
  • Implementation plan for UX design, site development, and content creation

Design

  • Style sheet, fonts, and color palette
  • Complete User Interface/User Experience design
  • Logos & Graphics

Development

  • Building the site architecture
  • Creating the various content types
  • Setting up the databases
  • Coding all HTML, PHP, and CSS
  • Configuring the CMS back-end
  • Adapting UI/UX when necessary
  • Cross-browser compatibility
  • Analytics

Content

  • Add client-provided content to the site (copy, photos, etc.)
  • Create content (when specified in the project plan)

Testing & Training

  • Beta-testing the site
  • Proofreading all content
  • Training the client on using the CMS
  • Client approval

Launch

  • Site goes live
  • We all celebrate

Support & Followup

  • Technical support (as specified in the project plan)
  • Additional training (as specified in the project plan)
  • Site management and maintenance (as specified in the project plan)
  • Content creation and management (as specified in the project plan)
  • Social Media management (Twitter, Facebook, YouTube) (as specified in the project plan)
  • Marketing, SEO, & Analytics (as specified in the project plan)

On every project, web or video, I work in partnership with you each step of the way, incorporating your feedback throughout the process.