The Creative Brief (aka your video's goal)
If you've never worked with a video production company before, the process might seem a little intimidating. Having said that, it doesn't have to be. Like any big task, if you break it down into simple steps it becomes a lot more manageable. Conversely, if you have worked with a video production company before, then this is a good reminder of what information is needed to clearly communicate your marketing goals with us.
The creative brief explains your campaign or overall marketing goals. This 'document' doesn't have to be fancy, you're simply putting down on paper what it is you are trying to accomplish. This will help us understand the video’s core message and audience, how you’ll use the video, how it fits within the larger customer journey, and what your desired conversion or end result will be.
What to include in a creative brief:
Brand statement - Briefly describe your company and its mission
Overview of video/scope of work - Briefly describe the video you intend to make
Objective - Why are you making this video? In other words, what is the video’s mission? To generate traffic to a landing page? To encourage email signups? General brand awareness? Make sure this statement is clear.
Single most important message - If there’s one thing the video absolutely positively needs to say, what is it?
Target audience - Be as descriptive as possible. You’ll want to include both demographics and psychographics if available. This helps us visualize your script in the context of the audience who will be digesting it.
Intended use - Where will the video live? On your landing page? Social? TV? Pre-roll? List all possibilities, because this may have cost implications.
In summary, by providing us this information we are able to understand how the video has to interact with its surroundings and how it fits into the greater marketing strategy. It also tells us the different versions of the video we’ll need to deliver while making sure we've allotted an appropriate budget for editing.
At BP Video+ we don't just create great looking video, we create valuable content that’s strategically designed to help your business grow. For more information, please contact us at 815-272-5906 or click here.