One Production. 30 Videos.
Maximizing a production budget starts in creative development. Crafting a script to accommodate expanded deliverables requires strategic outlining, long before any filming is done - or even scheduled.
FIND OUT HOW THESE 3 VIDEOS BECAME 30 VIDEOS
Accounting
Inventory
Scheduling
When we set out to create a series of video ads for our friends at Restaurant365, we first established what success would look like. The product was proven. Their comprehensive platform had been wildly successful in helping restaurant managers and owners solve the most time-consuming, costly and sometimes fatal business challenges in the industry. Now it was time to spread the word on a massive scale.
First, we established the target audience and where they were in the marketing funnel. Then we established the tone and defined the messaging. From here we went to work in developing the first round of creative and began iterating until we all landed on our primary deliverables; (3) 45-second high funnel video ads featuring the 3 primary aspects of the platform. The production would take place over 3 shoot days at a restaurant in Chicago.
Accounting (Animatic)
Inventory (Animatic)
Scheduling (Animatic)
But we didn’t stop there. During our initial discovery, we also explored all of the different social channels they were active in. Based on these channels, we mapped out an Overview Video, which could be housed on the website and the YouTube page and (3) 30 sec versions and (3) 15 sec versions.
Based on the variety of distribution channels in social media, we determined that different aspect ratios would broaden the reach of the videos and increase their effectiveness. So we went on to map out 1:1 versions and 9:16 versions of every video deliverable for maximum distribution. This would allow Restaurant365 to utilize their videos in all of their current social channels, but also expand to other channels and venues they were not currently using.
We ended up with 30 videos, from ONE 3-day production.
Not bad for 3 days of production! But without the 3 months of careful planning, those 3 days of production would not have been as prolific. Some key questions to ask during creative development:
What social channels are we in now?
What social channels are we not in but might consider?
Could we use video during a trade show?
Could we use video during a client meeting or event?
Taking the time at the outset to consider all social channel possibilities can pay off in a big way in terms of project deliverables. And thinking beyond to other distribution channels you may not have considered can lead to even greater output.
To see the entire series of videos we created for Restaurant365, click here.