Marketing Director's Guide to Commissioning a Video Production Company
1. Define Your Objectives
Clarify Goals: Determine the purpose of the video (brand awareness, product launch, training, etc.).
Target Audience: Identify who the video is aimed at. Understand their preferences and behaviors.
2. Establish Your Budget
Set a Range: Outline a budget that includes pre-production, production, and post-production costs.
Consider Additional Expenses: Factor in costs for talent, locations, props, and any licensing fees.
3. Create a Project Brief
Outline Content: Include information about the video's concept, tone, and style.
Specify Outcomes: Detail the expected deliverables, including video length and formats (HD, 4K, etc.).
Timeline: Provide a timeline that includes milestones and the final delivery date.
4. Research Video Production Companies
Look for Experience: Seek firms with a proven track record in your industry or type of video you need.
Check Portfolios: Review previous work to gauge quality and creative style.
Read Reviews and Testimonials: Evaluate feedback from previous clients to assess reliability.
5. Request Proposals
Send Out RFQs: Request quotes from multiple companies to compare services and pricing.
Evaluate Responses: Look for clarity, creativity, and alignment with your project brief.
6. Set Up Interviews
Meet the Team: Arrange meetings with potential production companies to discuss your vision.
Assess Compatibility: Determine if the company's style aligns with your brand identity and values.
Ask Questions: Inquire about their process, timelines, and how they handle challenges.
7. Review Contracts Carefully
Understand Terms: Ensure you are clear on deliverables, timelines, payment schedules, and rights to the content.
Negotiate If Necessary: Be open to discussing terms to ensure mutual understanding and agreement.
8. Maintain Open Communication
Establish a Point of Contact: Designate someone within your team to communicate directly with the production company.
Schedule Regular Updates: Set up checkpoints throughout the project to address progress and make adjustments.
9. Participate in the Creative Process
Provide Feedback: Share your insights during key stages of production (storyboarding, shooting, editing).
Stay Engaged: Attend critical meetings, such as concept reviews and final edits, to ensure the final product meets your vision.
10. Evaluate the Final Product
Review Deliverables: Ensure the video meets the agreed-upon specifications before acceptance.
Gather Feedback: Before launching, solicit feedback from key stakeholders or test audiences.
11. Plan for Distribution
Develop a Distribution Strategy: Decide how and where the video will be shared (social media, website, email marketing, etc.).
Measure Success: Define key performance indicators (KPIs) to evaluate the video's effectiveness post-launch.
Final tips
By following this structured approach to commissioning a video production company, marketing directors can ensure a fruitful collaboration that results in high-quality video content aligned with their brand objectives. Adhering to these guidelines will help in navigating the complexities of video production while fostering a productive partnership with the selected company.
