Creating a video? A few things to consider before you shoot

I just attended the 2010 Nonprofit Technology Conference (NTC). While there, I attended a the We Are Media session on video - or rather - what to think about before you make that video. In the session, Stacy Laiderman from See3 Communications walked us through the basics of creating a nonprofit video. However, what became apparent was that great video is great because of advance planning and preparation. Before you make your video, here are the key questions to keep in mind:

• What are your goals: Why are you making this video? What do you want to accomplish with it?
• Who is your audience? Get really specific about the target gropu of people who will move the piece forward for your organization. This will help you think about your distribution plan as well.
• What is the time frame and budget? Budget = money = time. Hint: try to get everyone at same location at same time to shoot one day of production, as budget affects gear and time frame.
• What do you want the viewers to do with the information given? 
• How will you measure success?
• How will you share and/or use the finished film? Is it for an event, do you have a broadcast partner and it will air online, etc? This affects the type of equipment you need to use.
• What is your story? You are paring down a story to its bare minimum - what is that minimum that is also compelling to the audience?

One really helpful exercise was to think about shooting a video at the NTC. As a group, we tried to answer the questions above in this way:

Goal: Use the video it to promote the conference, share content, membership signup, speakers for next year.
Audience: nonprofit technology community, nonprofits, consultants, vendors
Time frame: final video ready at least 3 months before the conference the following year.
How will NTEN measure success? Increased membership by a certain percentage, increased attendence by a percentage, number speaker applications, etc. (by what the viewers do with the message)
Distribution: website, video sharing platforms, newsletter, etc.

When you've thought through these questions, and you've put your video team together, you're almost ready to shoot. Just a few more things to do and you'll be ready:

1. Create a production schedule: where/who/when, look at budget to make sure you can cover all the production costs
2. Determine format (best to use one format, the video camera)
3. Become familiar with your gear by practicing
4. Scout location and plan. Remember to pay attention to light, sound, extra noise, and how the camera will see each shot.
5. Prepare interview questions and/or a script. This is really important so that you remember key points and questions. Practice them. For a script, you'll need a vision ahead of time or you couldl end up with footage without knowing how to use it!
6. Review any pre-existing media (maybe could use old footage

Importantly, think about the B-roll. The B-roll is background or context footage. (The A-roll is content.)  Think about what the supplemental coverage would establish context, and add to the content. An example might be a shot of someone wearing the NTEN cap at the NTC conference.  Be sure to get a steady shot, holding it for at least 10 seconds.  If you are filming others on the b-roll, then be sure to get releases from them.

During this NTC workshop, we actually went out and shot some video with a flip camera. It was much harder in practice than in theory!

What I learned from the practice:

• Steadying the camera is hard! Steady the camera with body if you can.
• interviewer stands next to camera holder
• It is really hard to find a quiet place with good light!
• Remember to get the b-roll

I've always had a fantasy that I'd create a movie visual story with film for a nonprofit organization. Whether or not I do this, I learned that it's not as much about the story as it is about the preparation. Many thanks to Stacy Laiderman, Producer, at See3 Communications for a great session!

Technical resources:
Lynda.com - Video tutorials, basics of any kind of software you need to understand. Have to pay for annual membership.
Creativecow.net – forum where people post questions.

Video FAQs from See3 Communications: www.see3.net/video-faqs