By definition, a corporate video is a video used within the context of corporate activity. The term may refer to any one of the many formats a video can take, from VDV to web video, however, it is essential that the video is being paid for by a corporation, business, organization or company.
An important feature, in general, of corporate videos is that the target audience may range from small to enormous, depending on the purpose of the video. A sales or training video, for example, may be used for small individual or group encounters, whereas a branding video may be targeted to company clients or commissioned to be used for television commercials, and is thus targeting a large audience.
Other types of corporate videos may include company branding videos, company promotional videos, company anniversary or celebration videos, business report videos and general information videos.
In a small corporation the owner or associate may be in charge of producing the video. However, as the corporation grows in size, the task may be assigned to a department manager or a specific person who manages all the video production and or communication needs of the company.
In actual practice, the definition of a corporate video is somewhat blurred, because the same video might serve multiple purposes. For example, a company documentary video made to introduce the company to prospective clients, can be trimmed, compressed and otherwise edited and turned into a trade show video. A corporate branding video, made for television can be placed on the web site or even posted on You Tube, and so become a web video. Either a branding video or a trade show video can be used as an email invitation video.
Corporate videos can acheive greater popularity by being patterned after popular media broadcast programming. For example, a 25 minute corporate video can be made in the format of a 1/2 hour TV special with commercials. A corporate media presentation can be hosted by a celebrity, and create a style that appeals to the public.
With modern video technology, a corporate video can be made without the video production company ever setting foot in the business. If the company has their own video footage they can transfer it via FTP server directly to the production lab. Or if needed, a video production company can have a live cameraman take direct footage at the company’s location. In either case no shooting or production takes place until the video company and the corporation, reach an agreement about exactly what the purpose of the video is. Then the corporation provides whatever information the video company needs to create the script or storyline of the video. The company liaison and the video company decide on the length of the video, use of special effects, use of commercial actors and in general the video budget. Based on need and available resources, the video company will tailor the video to the specific needs and ability of the corporation to pay.
Turn-around time depends on the capability of the video production company plus the needs of the corporation.
Once all of the details are hashed out, a specific corporate video production schedule is worked out and the production begins. When the video is compiled, the production company will place the preliminary version on line, so the corporation can either approve or disapprove of the finsihed product. The video production company will then make the necessary changes until the company is happy with the look of their video.
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