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CK & CO Releases Video 101—Session 2

Jun 3, 2014

Cynthia Kay and Company


Contact: Michael Krampe
(michael@thinkck.com) or 616-776-0354

Second Installment of the Five-part Series Provides Insight into the Discovery Phase of Video Production

Grand Rapids, Mich., June 3, 2014: Cynthia Kay and Company (CK & CO) announced today that it has released Before You Get Started, the second session in its five-part Video 101 series. The video outlines critical information that must be defined before getting started on a video project including:

  • Target audience
  • Purpose
  • Goals
  • How it will be viewed
  • Budget
  • Call to action
  • Approval process
  • CK & CO has also developed checklists and “Tips and Tricks” for the discovery phase of production. The checklists include the important questions one needs to answer about a project and what to ask a video production company. The checklists are intended to help organizations make decisions about a project and choose a partner. The “Tips and Tricks” share the common pitfalls to avoid during the video production process. The video, checklists and tips can be accessed on the company’s website.

    Video 101 is a series of videos intended to provide insight into the video production process from start to finish. From what makes great video, to the process of pre-production, production, editing and beyond, the series is designed to educate and engage customers, potential customers and students.

    The first video in the series is also available.

    Follow CK & CO on YouTube, Twitter or Facebook to receive the latest videos in the Video 101 series.

    About CK & CO:
    Cynthia Kay and Company is a communications agency that provides media production and communications consulting.  The company is located at 1255 Front Street in Grand Rapids, Mich. and has been a trusted resource for a variety of companies from Global Fortune 100 to small businesses.  To learn more, visit: thinkck.com.

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    Video 101 - Session 2: Before You Get Started

    Jun 3, 2014

    Before You Get Started is the second installment of the five-part Video 101 Series from CK & CO. This session provides insight into the discovery phase of video production and highlights the critical information that needs to be defined before getting started on a project.

    Class is in session! Check out Session 2 below and stay tuned on social media for the next edition. Make sure to follow us on twitter (@thinkck) or like us on facebook so you don't miss out. Need to catch up? Head on over to Session 1!

    Download our Production Discovery Checklist!

    5 Tips to Avoid Discovery Phase Pitfalls that Cost Time and Money

    #1 It’s just a video

    Many people approach video production with an attitude that it’s just a one-off. However, video should be a part of a strategy and needs to be aligned with an organization’s brand, strategy and communications objectives. If you think of it as a one-time tool, it won’t likely be useful long-term. If you really want the production company to help you, you need to share your strategic goals with them. What are your company goals and how does the video fit?

    #2 Get decision makers involved early

    Not getting the right people involved early on is typically an issue with larger companies where executive buy-in or legal sign-offs are needed. Talk about who should be involved during the discovery phase. If the people you have at the table don’t understand the big picture of the company, they won’t likely have the authority to approve the final project.

    Are there any pending company changes that may affect the project? We often get in the middle of a project and there are branding changes, leadership shifts, organizational or personnel changes, new facilities or products that will be introduced. It’s best to think this through in the discovery phase or you may be wasting time and money developing something that won’t be relevant in the near future.

    #3 Don’t try to do too much

    Attention spans are growing shorter by the second in this new age of social media and smartphones. If you try to pack too much into a video, people will ignore it or move on.

    Don’t overwhelm the audience with too many statistics, too many messages, or too many points of view. You need to be very clear and synthesize the content into easily digestible messages and soundbites. Don’t worry, CK & CO can help you with that if needed.

    #4 Define Target Audience(s)

    Video needs to be targeted. Think about how Amazon suggests items based on what you’ve ordered in the past. They don’t waste time suggesting things they don’t suspect you’ll like. Video is similar and you need to do the research to know your target.

    If you don’t, you can get into production and be targeting the wrong group. Often times when you define the target in advance, you can create a number of targeted communications using the same raw video by tailoring the message slightly. Remember that what your employees need to hear may be very different than what your customers want to know.

    #5 Budget Accordingly

    Define a budget for your project. The budget a client allocates determines the level of production. When we get into pre-production, if we have an idea of how much a client wants to spend, we can tailor the project to fit the budget. If a client changes the scope of work or increases the level of production, the budget will typically increase.

    Not sure what to budget? Ask your production company for samples of videos in different price ranges. These examples will help you gauge the level of production you need and what you can expect to pay for an upcoming project.

    Bottom line: Define a budget and the kind of ROI you expect from it.