Since 1990, Full Duck has offered a full deck of written and visual communications services, specializing in low-budget video production.
Typically, people who determine that a video will promote their organization want to show it to everybody: prospective clients, new employees, administrative officers, fundraisers, indeed, even the general public. Rarely can one video fill all of these purposes. A busy venture capitalist does not have the time to look at the details an employee might want to hear about benefits and working conditions.
Another example is a video that is designed to attract teenagers into an after school program showing energy, skill building, fun, and socializing. While this video could snare a teenagerâ€™s attention, a potential sponsor would want to know about program management, a successful track record, the benefits to the community and the visibility of sponsors.
If you have determined a clear goal, then the intended audience may be equally obvious, and you can identify the characteristics that will help you aim to video to them. These might include age, gender, economic level, common past experiences, and other unifying factors. A further characteristic to consider is the setting in which the video will be viewed. Will the viewer:
Obviously who the viewer is and the circumstances under which the video is used will affect the planning of the final product to make it effective. The following table lists audiences for whom a video can be very powerful if well planned.
|Employees||Orientation of new employees to company policies; training on equipment or procedures; information about a new company insurance program; information about retirement benefits; employee responsibilities driving fleet vehicles|
|Volunteer Training||Overview of the whole program; motivation to help a good cause; operation of complex steps that are better understood by watching than reading|
|Civic officials||Presentation of program results to gain political support|
|Business Clients||Accomplishments to convince of ability to perform a job; methods used to accomplish jobs; team resumes|
|Club or Team Members||Annual activities to encourage more participation; member profiles; history overview presented at a ceremony|
|Potential sponsors||Background of the need for the program; good results of the program; how the program is conducted; how sponsors are promoted|
|Schools||Graduation; special assemblies; plays; teacher training; special classroom programs; subject matter presentations|
|General Public||Educational documentary; presentation about an organization, subject, or event; entertainment (age level specific); documentation for insurance purposes; community events; community services available; profiles of citizens|
Full Duck can help you determine exactly who your audience consists of and if one video can satisfy your goals. If your audience is complex, Full Duckâ€™s nonlinear editing suite enables Full Duck to create several videos from the same source material. Separate scripts and narrations will have to be written, but the cost of multiple videos to serve all the audiences is greatly reduced from making them individually.