Not surprisingly, clients today are concerned about costs, even our multi-national corporate clients.
I represent
EFX Media. We’ve been a leader in video production for over 30 years, producing
both internal and external communication videos for major corporations such as
CarFax, ExxonMobil, Orbital, Sodexo, SRA, BAE, Medstar Health, as well as
dozens of associations and government agencies.
I’m not
going to talk about our $50,000 or costlier projects, but rather concentrate on
those with more challenging budgets. Although faced with ever lower-priced
competition, we refuse to jeopardize quality by skimping on services. So, we’ve
had to be smarter. And, over a few decades of production, we’ve learned a few
tricks.
New
hardware and software have allowed producers to create compelling motion
graphics and animation at a fraction of the cost from even a decade ago. Not
just eye-candy for getting viewers attention, motion graphics can deliver
information is a succinct manner that’s easy to assimilate, and better tell as
story. Graphics can often be a real cost saver.
Arlington
Economic Development wanted location production to show neighborhoods and
buildings for their first “virtual tour”.
We suggested that their money would
be better spent by our utilizing motion graphics, adding motion to their wealth
of still photos and renderings.
Since buildings are static, and many of the key
developments were yet to be built, sending a location crew didn’t make as much
sense as motion graphics. The audience loved it and we’ve since been awarded a
5-year contract.
Example: AED http://portfolio.efxmedia.com/81050537
THE DREADED TALKING HEAD DOESN’T
HAVE TO BE DREADFUL…OR EXPENSIVE
CarFax
tasked us to create a video to share employees’ reaction to winning a “Best
Places To Work” award. This meant spending a couple of days in Centreville HQ
and in Columbia Missouri interviewing a wide variety of employees. Since we knew that a recruiting video and a
new employee orientation video were in the works, we suggested amortizing the
location production resources by having employees respond to a variety of
prompts, not just those about the award. 
Shooting green screen allowed for more
efficiency in production, more employee reactions were captured, and it
minimized the stress on the workplace during shooting. Each sound bite was
short, to the point, often humorous and meaningful. The result is that CarFax
ended up with a package of videos – recruiting, new employee orientation, and
best place to work - on a very efficient budget.
T This CarFax production package illustrates key
factors for budget efficiency
- - grouping multiple videos into a package is more
efficient,
· - shorter is better, particularly when
using non-professional talent.
· - good use of technology, such as
green-screen, can provide cost efficiency.
USE A TEMPLATE
We often
suggest a “variation on a theme approach” to maximize a client’s budget. In our
package approach, you spend a bit more on the initial video to allow for style,
graphics, effects, and the creative back and forth.
Example: RSPA http://portfolio.efxmedia.com/104647916
REDUCE, REUSE, RECYCLE
American
Association of Veterinary Medical Colleges had only a modest amount of money
left over after production of a 10-minute anniversary video, but they needed a
PSA. Lifting key video shots from the longer video, adding clever pacing and a
graphic approach quite pleased their execs and members.
Example: Association of American Veterinary Medical Colleges 50th Anniversary
PSA http://portfolio.efxmedia.com/119155562
Victor Van Rees
Vice President Sales and Marketing
EFXMEDIA
2300 South Ninth Street
Arlington, VA 22204
Voice 703-486-2303 ext. 310
Cell: 703-447-8950
FAX 703-553-9813
View our demos at: www.efxmedia.com
