A brief guide to
corporate DVDs
•Uses
•Production
•Costs
Some potential uses for corporate DVDs –
•General overview for use at exhibitions, insertion in to Power Point
presentations, rolling display in company reception area/showroom
•Specific –
•To launch a new product or service
•To launch an existing product in to a new market
•To support overseas distributors and agents
•To provide information for shareholders
•To disseminate strategic developments to the workforce
•To promote health and safety, environmental and quality messages
•As a complement to financial information when trying to sell a company
•…any combination of the above!
•Very specific •For a reason unique to your organisation
This Power Point presentation uses the
Shaws-of-Darwen
Terracotta and Fireclay Sink DVDs
as an outline case study
“Many thanks for your work on this project, it was first
class. We are extremely pleased with the DVDs.”
Michael Leaf, Operations Director
Shaws-of-Darwen
The DVD production process in outline – Slide 1
Client
Bluejohn Marketing
What is the objective?
Initial meeting
Initial meeting
Concept (storyboard), budget and
schedule
Agreement and Purchase order
Production programme – Specific
responsibilities.
Collation of existing brochures,
photographs, video footage etc
First draft of script
Review of script - amendments
Revised script
The DVD production process in outline – Slide 2
Client
Bluejohn Marketing
Script sign-off
Filming
Editing schedule
Voice-over/Music
Draft DVD.
Review of draft DVD
Re-editing (if required)
DVD sign-off
Production of master copy
Implementation of marketing objective
Shaws-of-Darwen
Fireclay Sinks and Architectural Terracotta
Objective:
Sinks – DVD to help US distributor and support US
retail outlets. Reinforce the unique handmade aspect of
each sink combined with tight quality control.
Emphasize the Shaws tradition.
Terracotta – DVD to help Shaws’ sales force and US
agent. Emphasis on expertise, experience and
craftsmanship. Focus on key projects and Shaws
tradition.
Shaws Video - Project Plan
Week 2005
Action
49
50
Week 2006
51
52
1
2
3
Project plan/actions from meeting
Liaison with ****
Step-by-step guides
Ten key sales messages
CDs - Terracotta/Sink stills
Decide packaging
Brief agency re design etc for CD and packaging
Obtain prices for pressing CDs/printing packaging
Write first draft script
Amend script and build up filming schedule
Filming on site in Darwen
Reviewing footage and preparing instructions for editors
Editing first draft
Revisions and signing off of final video
Pressing/printing/packaging
Critical weeks
Shaws-of-Darwen DVD – Outline project plan
4
5
6
7
8
Extract from Shaws-of-Darwen terracotta DVD – Draft Script
Text
Footage/Photos
In 1897 Queen Victoria was on the British throne, and
William McKinley became the 25th President of
the United States.
1897 also marked the birth of Shaws of Darwen,
producers of architectural and decorative
terracotta and faience of the highest quality.
Use archive photos of Victoria? Moving picture stock or buses/trams etc?
Photo of William McKinley? Picture of the Flyer? Shaws logo on
screen?
Deep in the heart of Lancashire, England’s red rose
county, the Shaws factory is set in beautiful, open
countryside.
Original text: The Shaws factory is set in beautiful, open countryside near
Darwen, deep in the heart of Lancashire – Britain’s red rose county.
Aerial photo/Sheep grazing in the fields etc.
Shaws of Darwen has served the international
construction industry for over 100 years. We are
extremely proud of our heritage, craftsmanship
and unrivalled experience. We’d like to share it
with you by showing you how we create
terracotta for some of the finest buildings in the
world.
Use archive stills from brochure.
Shaws is a ‘hands-on’, practical company and site visits
are vital for both restoration and new build
projects. Shaws’ engineers can help clients by
advising on issues such as buildability, project
planning and safety.
Site visit. Create footage of engineers ‘discussing’ around a drawing.
Architectural terracotta comes in a huge range of
colours depending on the source of the original
clay and the first task in any restoration project is
to ensure a true colour match using a
combination of laboratory procedures and the eye
of a time-served expert. Once the colour match is
approved by the client then production can
proceed.
Different colours using archive blocks. Laboratory colour match procedure.
At the same time as the colour match, Shaws’
designers work with the client to develop the
architectural drawings on which the plaster
modelling and subsequent casting are based.
Develop architectural drawings – footage of CAD machine being used.
Shaws-of-Darwen
Fireclay Sinks and Architectural Terracotta
Filming:
To maintain the viewer’s interest, the images on a DVD
must constantly change. For the Shaws DVDs over 600
individual digital video clips were captured; the
equivalent of more than 10 hours of continuous filming.
During the editing process the majority of clips used
are on screen for less than five seconds. Use was also
made of Shaws’ extensive photographic library and the
DVDs feature over 50 still images.
Shaws Editing Schedule
Audio
Video Clips/Other Media
Script Sequence
Play
Time
A Shaws sink is both beautiful and practical.
Simple care and maintenance will make your sink
last over a hundred years. For example, use a soft
sponge or cloth with soap and water to clean the
sink and avoid using abrasive detergents. All
Shaws sinks carry a 25 year guarantee against
fading or staining!
DVD
Clip No
Descriptor
C
Photo
Classic Butler 800
C
Photo
Classic Butler 800 Set
C
Photo
Classic Square Set
Start
Stop
Play
Time
21
C
3
314
General Clean
4.19
4.22
3
3
319
Clean Logo
5.39
5.41
2
3
328
Scourer
7.26
7.28
2
3
332
Green Scourer
8.08
8.10
2
Photo
Guarantee
Extract from Shaws-of-Darwen Sinks DVD
Editing Schedule
How much does a DVD cost?
The principal direct costs in DVD production are –
•Project planning
•Script writing
•Filming
•Creation of special effects e.g. graphics
•Editing
•Unforeseen changes by the client during
any of the above!
As a rough budget guide - £1,000/minute
(Covers planning, script, filming, editing, music, voice-over,
expenses)
Shaws-of-Darwen DVDs – Simplified Costings
Final Video
2 x 5 minute videos, professional
voice-over, 3 days filming, original
score, purchased images
Days
Rate
Total
Prep of script and project coordination/on-site filming/voice recording
8
£400.00
£3,200.00
Camerman
3
£400.00
£1,200.00
Voice-over recording (studio time)
£150.00
Hire voice-over artiste
£200.00
Music - Original score and recording
£300.00
Music editing (version 2 DVD)
£150.00
Video editing
5
£400.00
£2,000.00
Client amendments - Video Editing
2
£400.00
£800.00
Country house images
£100.00
Photographic copies (scans) of old images
£300.00
Final amendments - Client
£200.00
Total (video excluding expenses)
£8,600.00
Shaws-of-Darwen DVD - £860/minute
The client can help reduce DVD production costs by
•Appointing a project manager with enough authority to
make things happen
•Particularly important if filming entails disruption to
day-to-day activities
•Ensuring that all staff are aware that senior management
is fully committed to the project
•Having a clear and stated objective for the DVD
•Collating archive photos, brochures and video footage
•Setting a challenging timescale for the project
•Committing to the agreed project plan
•Avoiding last-minute changes
The client can make their DVD project more
effective by •Undertaking key activities in parallel with the production
programme
•Cleansing the client database (if DVD is to be mailed)
•Deciding on the delivery mechanism
•Jewel case, oyster/clam case, DVD case, cardboard
•Design for DVD label
•Text for DVD case insert if required
•Developing PR activities to launch/promote the DVD
•Planning DVD follow-up
Bluejohn Marketing provides the following services -
•DVD production
•Creation and implementation of marketing campaigns
•Direct mail, e-shots, advertising, DVD launches,
workshops, seminars, conferences, exhibitions
•Market research
•PR
•Copywriting – websites, brochures, advertising, articles
•Business development
•Marketing training
For further information
please contact -
John Batty
01246-566560
07979-703780
[email protected]