Textbook video planning reduces costs
Reaching a target audience with the most nuanced and authentic messaging requires strategy, planning and implementation.
When it comes to key content to achieve this objective you can’t beat video and photography, especially when deployed consistently in multiples in an online environment.
To make the most of the power inherent in visual content, companies need to invest time and effort in building a robust video planning engine. This will give the output potential to run smoothly on tracks to many destinations, delivering exactly the numbers and reactions that are needed to support campaign goals for long periods.
Building a head of steam with video packages can literally be a game changer in influencing a global, or large complex internal audiences. In theory, this is what textbook content communications looks like.
To stay true to the metaphor, it’s not just the engine that has to be built but the infrastructure in which the engine operates. Preferably the distribution architecture will have been well established prior to the content being created.
When the two click, there is brilliant potential for synergy and success. This is where video content and the delivery channels are in sync.
The content wrap around: from audience following to playlist preparation, from keyword copy and researched hashtags, to prepped thumbnails and meticulous meta-tagging – all are part and parcel of good track maintenance.
Aligned to the design of planned content creation and flawless delivery protocol, is the absolute need for specialist roles within the communications team.
There are people that drive the engine and people who maintain the tracks. This set up is the only sustainable methodology for long term visual communications success.
So many times when the centre succumbs to the temptation to merge the specialisms, the video communication project fails. Why? Because the management of content distribution is a different skill from the management of message creation. Both are time consuming.
Even supposing a super-hero existed with the power to combine video concept design, scripting, scheduling, filming, post-production and social media distribution for multiple ongoing content packages, their abilities would quickly disappear under the pressure of the corporate workplace – cancellations, amendments, sign-off delays, meetings.
At this point, the tracks that had seemed nailed down in the planning phase, will quickly buckle with the engine jolting to an abrupt stop.
So what does a classic visual communications project look like?
How does team collaboration combine with good content planning and a well prepared distribution mechanism to produce a serious audience response that resonates in ever increasing circles of influence?
Working as we do with the EDF Communications team at Hinkley Point C, we’ve experienced just such an event.
Long in the planning, with specialists in assigned roles, our coverage and video output of an important milestone achieved at Hinkley Point C in Somerset has immediately reached nuclear stakeholders. This is essential work. The video and images we produced as a team have illuminated vital nuclear construction progress, inspired the sector and reassured the public.
The key to success is with each member of the small planning team being comfortable and focussed on their own role, whether in production, operations, health & safety or security; trusting their partners and the process. The creative blended with strategic content delivery, including an approval process that took hours (rather than weeks) and social media posts written and waiting for the video content.
All of the above came together after painstaking preparation.
Within hours of publishing the video on LinkedIn, it had garnered 800 likes and many positive comments.
This demonstrates that at Woodbridge Visual Media our team has extensive experience in recording construction projects, especially in the nuclear sector where video and photography energises health and safety training, recruitment, internal communications and milestone event coverage.
Our joint in-house expertise allied to top class liaison with professionals in the sector, shapes communication campaigns and implements long term approaches to maximising workflow efficiency to improve productivity outcomes and reduce overall costs.
Woodbridge Visual Media Ltd 