That isn’t the only way of doing it. It’s no different when communicating with moving images. Conversely, why reinvent the world yourself when established processes for evaluation, planning and implementation already exist for corporate films? This article explains for clients how to efficiently answer all the basic questions for corporate videos in six steps.
Corporate films have become a de-facto must-have for many companies. Customers and consumers expect emotional, attractive communication.
For companies and their films, this means: Standardizing processes and ensuring that all essential questions are asked and answered satisfactorily. The 6-phase model for corporate films helps with this.
Introduction to the 6-phase model for corporate films
The 6-phase model for corporate films distinguishes six different steps on the way to a corporate film. It unifies the path from strategy to marketing design of the customer journey for the final instrument: the finished video.
The first step is to “isolate” the problem to be solved and then (phase 2) to outline the expected target group. Afterwards, only now!, in phase 3 the role of the corporate film, its integration into the distribution channels and flanking marketing measures are discussed and determined – possibly even the film as a measure is discarded.
Once moving images have been confirmed as a communication tool, the next step (phase 4) is to define the specific message and tonality. Because it is too often forgotten in the heat of the moment, onboarding stakeholders comes up in Phase 5.
Only on the basis of the sum of all these considerations is the concrete type of film (the film genre) decided as the sixth and final step. This together with the “technical” implementation of the corporate film.
Phase 1: What is the problem?
- What problem does the corporate film really need to solve?
- What are the objectives to be achieved.
Phase 2: Definition of the target group
- Who should see the company’s film?
- How does the target group react and interact with the corporate film?
- What emotional state are the targeted viewers in before and after watching the video?
Phase 3: Integration and interaction with the corporate film
- How should the corporate film be integrated into other channels?
- Which distribution channels?
- Is this even possible?
- At what expense?
Phase 4: Message and tone of the measure
- What is the specific message?
- What is the tone of the film?
- Has a working thesis been formulated as to how the target group should talk about this instrument after viewing the corporate film?
Phase 5: Team and Stakeholders
- Who is involved internally in the client’s team for the corporate film?
- Which stakeholders should be involved in which project phase?
- Who needs to be convinced about the project?
- At what time?
- Within what time frame and with what milestones should the film be realized?
Phase 6: Concrete implementation of the corporate film
- What are the technical requirements?
- Which company requirements (accessibility / subtitles, gender, etc.) have to be taken into account?
- Which is the right specialist (video production company) for the implementation of the corporate film?
- To what extent does the in-house team help develop the film concept?
- How are the interfaces with the film team planned?
- What genres does video production suggest and why?
Often observed errors
- The project start to the enterprise film does not take place from the problem thought.
- The problem does not exist from the point of view of the addressees.
- The problem is not relevant to the target group (internal view vs. external view).
- Not all potential touchpoints are thought through and/or included in the film project.
- Too much focus on technology and processes instead of people and emotions.
- Added value for the target group is not communicated clearly enough – or dishonestly – in the corporate video.
- Tonality and genre don’t pay off in maximizing the message.
- Brand values and communication tool (film) diverge.
- Key people in the company are not / insufficiently involved in the planning and implementation of the project.
- Milestones, timelines, critical success factors and key performance indicators (KPIs) are not formulated or are poorly communicated to the film team.
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