Sub 5 Solutions (Part 2)

This series of blog posts focuses on what we call “Sub 5 Solutions”, which are approaches to creating fresh content with a budget of under $5 thousand dollars. In this post, we are investigating how to create a 5-minute promotional video for business or non-profit.

I call it a “blast”. It is a short video that tells a compelling story. It provides an overview. It showcases key people. It captures passion and emotion. It is typically a program that can re-purposed over a variety of platforms or outlets.

Examples include a video to present a product, describes a business or service, or raises support. The video can appear on a web site, be embedded in a PDF eFolio brochure, or be attached to a news release.

People charged with making “live” presentations can utilize that brief video for education and inspiration.

Creating a highly impactful video demands certain features. The script needs to follow classic storytelling techniques. It must contain imagery that is visually stimulating. The narrative should be tightly woven. Sound bites with interview subjects must capture conviction and emotion.

A budget of $5000 or less on a short video can be broken down as follows:

-Script/Creative $600
-Location Production:  Interviews and B-Roll $1200
-Pre-Production: Archive Retrieval $300
-Graphics $800
-Edit/Post Production $1500
-Talent Fees/Music Licenses $600

Two of the most important keys to creating a compelling video are the quality of the script and the interviews. The script follows the proven three-act story structure. It provides an attention grabbing set up. It produces story lines carry viewers through an stimulating ebb and flow. And it comes to a satisfying conclusion, often with a call to action. Secondly, the video presents people whose commentary is concise, sincere and strikes the right emotional chord.

When done well, a video “blast” delivers a return on investment that can be quite significant and ongoing, especially when the content is kept revised and up-to-date, often in the form of a series.

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