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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 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 Week 2006 49 50 51 52 1 2 3 4 5 6 7 8 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
Extract from Shaws-of-Darwen terracotta DVD – Draft Script Text Footage/Photos In 1897 Queen Victoria was on the British throne, and William Mc. Kinley became the 25 th 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 Mc. Kinley? 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! 21 DVD Clip No Descriptor Start Stop Play Time C Photo Classic Butler 800 Set C Photo Classic Square Set 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 C 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 co-ordination/onsite 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 £ 8, 600. 00 Total (video excluding expenses) 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] com