It takes a certain amount of courage to undertake the creation of a custom video production for your company. That courage often comes from the realization that powerful and unique employee communications can be one of the most important tasks you complete this year. Eventually, because everyone has a budget, new clients ask “how much does it cost to make a custom video?” Most of the time a figure is already in the mind of the person asking, and it ranges from “a small fortune” to about the “cost of a movie rental.”
Quality, speed or price. This is what we call the “Unattainable Triangle” when talking about the cost of a custom video production.
GOOD service CHEAP won’t be FAST.
GOOD service FAST won’t be CHEAP.
FAST service CHEAP won’t be GOOD.
So, what is the value of your message? After all, the ultimate goal in connecting with employees is to create value and improve your culture. Making sure your message is understood is what matters more than anything. But assigning a value (much less a ROI) to that message is practically an art form, and only you can do it.
We can, however, guide you toward the most effective way to craft and present your message to maximize its effectiveness for your audience. So how much does custom video cost? Well, it varies.
Think of buying a car, the base price may seem reasonable. But by the time you add on all the upgrades you need to make sure it meets your needs, like A/C, power windows, a sound system, or upgraded wheels, the price is 1.5 to 2 times as much.
Here are some of the more common “add-ons” found in custom video production that you may want to consider:
As you can see, production elements can vary widely depending on your project’s circumstances. Sometimes there are alternate solutions we can offer and other times, something else can be swapped out or removed. The important thing is to maintain the value of your message throughout the entire process.
The average price of a 15-18 minute custom video production is $25,000–$32,500. This pricing includes scripting, on-camera narrator talent, 1-day studio shoot, 2-days location shoot for B-roll, executive shoot or testimonials, graphics & animation, music, and a week of post-production (editing). We’ve found that a 2nd language production produced at the same time is 60% of the cost of English, so $15,000 to $19,500.
The keyword here is “average price.” After producing thousands of videos on all subjects, these are the typical production elements that go into every production. That being said, we’ve done videos for as little as $5,000 to over $100,000.
One last tip here is to consider “shelf life.” How long do you think your company will be able to utilize your custom video? We have found that 3 to 5 years is a reasonable estimate, with changes in management or company branding notwithstanding. Take the cost of the production, $32,500 for example, and amortize it out by 5 years. Your cost-per-year for the creation of your powerful and unique custom video is $6,500.
If your company is needing a custom video produced, you’ve come to the right place. Projections, Inc. can help you with your custom video needs.
Social media is no longer optional if you want to engage your employees and build your employer brand. Mobile devices are a primary source of information and communication for most Americans, and platforms like Facebook and Twitter are central to the mobile lifestyle. In short, if you aren’t on social media and you don’t have great social media video, your message isn’t being heard – and that inhibits your ability to attract top talent and retain your most highly-qualified workers.
While it is possible to connect with employees through text-based posts and long-form content, research shows that the most effective way to capture the attention of your audience is through images. When those images are delivered in the form of short, creative videos, you can count on a positive response. One study demonstrated that four times as many consumers would prefer to watch a video about a product than to read about it – and that preference extends to receiving all sorts of information, including your employer branding messages.
Perhaps the most important reason to communicate through social media video is the retention factor. Your employees are 65 percent more likely to remember your content after three days when it is presented in a visual format versus a text-based format. That means more time to consider your message and share it with colleagues, extending your reach dramatically.
Consider the benefits of a strong social media presence. Creative, engaging employer branding encourages job-seekers to become applicants, and it keeps current staff members connected with the company. Employers have successfully leveraged social media video to communicate with current and prospective employees about benefits, company culture, and social responsibility. Some even use this forum to encourage strong connections between management and the workforce, effectively discouraging unions from their attempts to stir discontent.
While it is possible to use the same social media video content across multiple platforms, your social media campaigns should include slightly different strategies for each of the popular sites. Differentiate your content based on the culture promoted by individual channels. These are the basics for today’s top social media platforms:
Getting started on social media doesn’t have to be complicated. Start with Facebook, then expand to other popular platforms. For more information on connecting with your employees through innovative, engaging social media videos, visit Projections, Inc.
Your HR department is vital to building the best company possible. It ensures that your employees are at their best and receive the support they need. While there are so many things that your HR department has to do that it might be tempting to take a few shortcuts, there are a few areas where you absolutely must use HR best practices or face negative long-term consequences in the future.
New employee orientation is vital, as it sets the tone for the rest of an employee’s experience with your company. Within the first week, it is important that you describe the basic work processes that the employee will be using every day. This can include everything from job-specific tasks to the basics that everyone uses, such as email protocol. It’s also important that you keep the information you share with your employees consistent. So it’s a good idea to create a series of orientation videos that you can share during the orientation process. It ensures everyone gets the same information and, if done right, can be more engaging than a manager rushing through the process.
After their salary, your company’s benefits package is arguably the most important element for your employees. To ensure that your benefits communication is outstanding, you need to go beyond the norm. Approximately 80 percent of companies still rely on printed materials regarding benefits sent to their employees’ homes. In a digital world, that’s not nearly enough. Your employees need to be engaged with the process. That means annual videos that are available online for your employees to review and interactive websites that help them find the best plans. These tools can be invaluable for smoothing out the annual benefit enrollment process.
Unions can be destructive for businesses. Unions can devalue seniority and employee effort, make it difficult for your business to compete, and also exploit your employees. This can lead to your business becoming unprofitable and to your employees losing their jobs. Union avoidance is in everyone’s best interest and you need to communicate this to your employees. Take the time to investigate the best union avoidance strategies and then implement them for the sake of your company and your employees.
So, don’t cut corners when it comes to employee engagement! If you need help connecting with your employees, whether it’s during orientation, harassment training, wellness programs, annual benefits enrollment, or just to communicate important facts, contact Projections. Your message will reach your audience and create the change you need to grow. We make it so easy, you’ll find no shortcuts needed!
Call it your brand, call it your image, but no matter what you call it, it’s key to your company’s success: that personality and culture that is uniquely your company’s, that thing that your employees, shareholders, and the public perceive to be the true nature of your company.
Your brand is your company’s public face – and if you neglect this aspect of your communications, you’re asking for trouble. Without branding, your customers may not fully appreciate your company or its products. Recruiting and hiring the best employees becomes more difficult if prospective employees don’t understand who the company really is, and retention rates can even decrease if new employees find that the company just wasn’t what they expected it to be.
So, what’s the best way to begin work on your employer brand? First, identify your primary target audience(s). Once you know with whom you’re communicating, craft communications that will address the topics most important to your company. You may have a rich history, a backbone of unfailing ethics, the best benefits in the industry, or any of a host of other strong points.
How do you know if your employer brand is a strong one? The idea is to take those assets we talked about and communicate them in a way that makes your employees feel part of something bigger than just the job they do. In a small community, that may mean that the town’s identity is intertwined with the company’s – a sure point of pride. In medium sized towns and cities, it can mean that your employees’ friends and neighbors know its’ a great company and want to work there. In the biggest companies, it means that your employees speak highly of the company and the work that’s accomplished every day.
Your brand sells your products to customers, sells your company to potential hires and sets the tone for your all of your company’s interactions – so take the time to be thoughtful about what your company stands for, and commit to communicating that brand accurately to both internal and external audiences.
And that’s where we come in! Give us a call and let Projections maximize the power of your company’s brand with one-of-a-kind, custom corporate communications!