Corporate business solutions using video and digital media

Project Planning: 5 Questions to Answer Before Starting a Project

1. Who's Your Audience?Before you do anything else, decide who the video is meant to reach, says Notowitz. Picture your target audience, because you need to communicate directly to that ideal viewer.
   Who the audience is will effect how you deliver your message. For example, a 57-year-old established professional isn't going to be motivated by price in the same way that a college student will. If you can't speak the language of your target audience, Notowitz says, find someone who can.
2. What Are Your Goals?What do you want your viewers to do after they watch your video? Perhaps you want them to call for the product, or maybe you'd rather have them look to your site for more information. After all, notes Notowitz, just because they're calling doesn't mean you're making money. You might be better served having them get additional information.
   "Every video should have a focused message," says Notowitz, and you shouldn't be afraid to spell it out directly. Rather than trying to hide your goal, consider telling your audience exactly what you'd like them to do.
3. How Much Money Do You Hope to Make from the Video?The return you expect should help you set the budget before you start. Remember, you want your video to drive revenue, not lose it.
   When setting a budget, also consider how polished you want your video to look. "Make a video that matches the character of the product or item that you're trying to market," says Notowitz. That means matching the video's rhythm, colors, and words to the item or service you're presenting.
4. Where Will Your Audience Watch Your Video?If you expect your average viewer to be at home, you free to be louder and more dynamic. But if you're aiming for a corporate viewer, consider the office environment before you start. A viewer seated at a desk in a quiet office will appreciate a video that doesn't make a lot of distracting noise.
   Will your video's message still come across if the sound is off? If your viewer is in an office, it's something you should plan for. Also, be sure your playback software offers sound control options.
5. How Is Your Viewer Connecting to the Web?While many video producers assume the viewer has a broadband connection, that isn't always the case. If your average viewer is less well-off or less technologically savvy, present both high-bandwidth and low-bandwidth options.
   You can create video that streams well over slower connections by reducing the frame rate, reducing the size of the image, lowering the compression quality, and choosing mono audio instead of stereo, Notowitz suggests.