TV/Video Creative Development Process

As video utilization becomes more frequent in internal and external communications, creating a definitive process will ensure we continue producing quality videos efficiently and productively.

1. Kick-off meeting

• The Communications team should send the strategy brief before the initial kick-off meeting. This will allow for a more effective discussion during the meeting as the Creative team members (TV/Video team, writer) can come prepared with any questions. Brief should include:

o A specific strategy including key messaging

o Definitive deadline date

o Available budget (if outsourcing is a necessity)

o Desired range of length

o Channels in which the asset will be deployed

o Deliverables (is it one video or a series,thumbnails for emails, etc.)

o How Communications team would like to receive deliverables (YouTube link, Bynder link, etc)

o Will thumbnail be needed?

• A writer should be assigned to the project before the kick-off meeting and included in the initial meeting. Once a writer is assigned they will be involved throughout the process including brainstorms, presenting, production, followup meetings, etc.

• A point person from the Communications team should be assigned and attend the kickoff meeting. Ideally, this point person is readily available and will assist in gathering elements (if necessary), scheduling reviews, and work as an overall point of contact for the Creative team.

• At the conclusion of the kick off meeting next steps should be determined.

o If a pre-concept exploratory is needed, the schedule will continue to step 2 of the process

o If no pre-concept exploratory is needed, the schedule can move to step 7 of the process.

2. The Creative team will brainstorm and create a pre-concept exploratory.

• The Creative team should be given a minimum of 5 days to brainstorm and create executions document.

• The exploratory provides high-level conceptss with video examples to support the proposed approaches.

• The document should include visual examples and the pros/cons of each implementation.

• At least two executions, but maybe more. There is no maximum number of executions or approaches.

3. Pre-concept exploratory and examples presented to Communications team in a meeting where all decision makers are present.

4. Communications team choose execution(s) they would like to explore.

• The Creative team encourages the Communications team to choose one execution and not marry 2+ presented options. Executing one concept will result in a more cohesive

final product that has a clear message. It also allows us to preserve strong executions to utilize in the future.

5. The Creative team explores and expands on selected execution(s), including scripts, possible visuals, preliminary video development/samples (when necessary to help drive a decision) and production requirements.

• A minimum of 5 days from the time a concept is selected should be given to the Creative team to develop concepts.

6. The Creative team presents the developed executions and the Communications team chooses a concept in a meeting where all decision makers are present.

7. The Creative team will generate a schedule based on the concept, due date and workload.

8. Production begins.

• TV/Video team invites the writer to collaborate at all production events (shoot, VO record, etc.)

• Time of production will vary for each project depending on whether the Creative team is executing a production, creating graphics, etc

9. The Creative team presents the first cut to internal team for revisions/comments.

• The first cut of the video should be presented in a meeting that includes all decision makers and stakeholders to allow for discussions pertaining to revisions.

• After receiving feedback from the presentation, the Creative team should be given 2 days to make requested changes (Please note the 2 days may be extended if changes are extensive or shortened if the changes are minor.)

10. The Creative team sends the second cut to the Communications team.

• After receiving feedback about the second cut, the creative team should be given 2 days to make requested changes. (Please note the 2 days may be extended if changes are extensive or shortened if the changes are minor.)

11. The Creative team sends a third cut to the Communications team.

• After receiving feedback about the third cut, the creative team should be given 2 days to make requested changes. (Please note the 2 days may be extended if changes are extensive or shortened if the changes are minor.)

• This version should be sent as an unlisted YouTube link so the Communications team has the ability to share with additional stakeholders.

12. After receiving final comments, the Creative team will revise and send the Communications team the final video asset(s).

• After video is reviewed by Communications team and additional stakeholders and feedback is collected, the Creative team should be given 2 days to make requested changes. (Please note the 2 days may be extended if changes are extensive or shortened if the changes are minor.)

13. TV/Video team uploads final video to Bynder.

Notes

• Video team workload can possibly effect timelines in rare occasions.

• Outsourcing jobs to vendors can be challenging given our current video server.

• If there is a request for a series the above production schedule is for one video. Each video in the series will be executed in a separate production schedule.

• After the initial presentation, revisions of the video should be sent in a format that allows for Communications to add comments. (Pageproof or Vimeo)