Katie Creighton, Videographer, Photographer, and Editor
Video is a great way to create awareness and to engage your target audience. The video production process, including pre-planning, filming, editing, and reviewing can be time-consuming, regardless of video length.
How Marketing Can Help
Before a video project request is submitted, you should determine if video is the most effective way to achieve your marketing goals by asking these questions:
- Will photography be more effective?
- Can a written message work?
- Can an animated GIF be used in place of video?
- Is the content evergreen?
If you’re not sure or would like to discuss these questions further, please reach out to us! We’re happy to advise on best practices and content strategy. Often, a GIF, written message, or similar can be just as effective (or even more!) depending on the communication platform you’re using.
If you find that video is the best route, the following options are available:
- Submit a request for a video from the Marketing team
- Outsource your video to a freelancer (costs apply)
- Create your own simple video using our Canva template
Marketing’s Video Project Process
Please follow these steps to request a video from Moravian’s Marketing Department:
1. Submit a Project Request
To effectively manage workloads, individual departments may have one video project in the Marketing Department’s project queue at a time. Your project request must be submitted at least 4 weeks before the intended in-hand date.
All video projects will be completed in the order they are received. Project timelines and delivery dates will be determined based on bandwidth, filming limitations, video length, etc. Once your final video is delivered and approved, you will be able to submit your next video project request to the Marketing team’s queue.
2. Sign off on the Creative Brief
Before work begins, Marketing will create and provide you with a creative brief that must be approved and signed. Please ensure the person with the final video approval signs the brief.
Creative briefs provide more detail than the original project request and assist the marketing team in facilitating the kick-off meeting. All video project creative briefs must be approved by the project supervisor.
3. Attend a Kick-Off Meeting
Video projects generally require a kick-off meeting with the Marketing team. This is when we’ll discuss deliverables and scope, such as video type and length, and determine the project timeline. You will likely need to assist in coordinating filming schedules, locations, and subjects. We’ll use the creative brief as a guide for this meeting.
4. Video Production (Filming and Editing)
Once video production (filming and editing) begins, any unexpected changes in project scope will result in a delay of project completion.
All videos MUST have closed captioning for accessibility. Please provide a script or written transcript to the Marketing team for closed captioning.
5. Review and give final approval
Three rounds of revisions (V1, V2, V3) are recommended for your video project. Edits must be requested within the Vimeo “review tool link” and should be submitted in accordance with the project timeline. If there are multiple team members who need to give feedback, it’s most efficient to compile all feedback into one round via the Vimeo tool. If needed, the Marketing team can provide a tutorial on how to review/suggest edits within the Vimeo tool.
To make the most of your edit rounds, we recommend focusing on content accuracy (names, titles, spelling, etc.). The Marketing team will handle ensuring the video is aligned with Moravian University visual identity and follows best practices for your audience and topic.
We also recommend sharing Version 1 with your approving supervisor. This ensures that larger edits to storyline, content, background music, etc. can be addressed early in the editing process.
Edits exceeding the recommended three rounds will be completed as bandwidth allows and may result in a delay of your final deliverable.
6. Video distribution and sharing
Based on your intended audience and use, Marketing will share a final file or link that can be used for distribution.
NOTE: Vimeo links are for internal use only and should not be shared.
If your requested video project exceeds our available bandwidth, the Marketing Department will work with you to recommend a video production company to outsource the work. Your department is responsible for any expenses incurred with 3rd party production companies.
- Marketing can provide the 3rd party production team with access to the Moravian University visual identity toolkit, which includes official graphics, fonts, animated intros and outros, and more.
- Raw footage should be provided by the 3rd party to store in Moravian’s video database.
- A final MOV or MP4 file must be provided to Marketing for uploading to the appropriate social/hosting channels (such as YouTube or Wistia). A caption file must also be included. Videos will not be uploaded without a caption file.
- Marketing should be involved in one round of reviews to ensure alignment with Moravian University visual identity guidelines.
Canva Video Template (DIY Videos)
Sometimes a quick video with still photos and music is all you want—we’ve got you covered! Members of our Canva Pro team have access to a video template complete with Moravian official intro and outro, colors, and fonts. You can customize this template to your desired length with your photos, messaging, and preferred music.
Marketing has created a step-by-step guide to help you create these videos.
If your department doesn’t yet have access to our Canva account, please reach out to firstname.lastname@example.org.