There was a question recently in a LinkedIn group I belong to – maybe you saw it –

What type of videos are more effective to communicate the Chamber’s message? Those done by a professional company or in-house?

It’s one of those questions that has an obvious answer, high production video yields a high price tag.

Is the Investment Right for your Chamber?

Like all content, what matters most are your audience and your goal. Figure those two pieces out before you even consider budgeting or casting your grand production.

Audience

You must know what appeals to your audience or have an idea of what your community responds to. Is everything top-of-the-line, high-gloss professionalism or is your community close-knit and a video featuring familiar faces enjoying themselves more effective?

Goal

Next, what is the goal of your piece? Is this meant to be an informative, serious video about legislation affecting your area or are you hoping to get people to attend your event? These are very different tones and should be handled accordingly. Determining the goal also affects the script, voice-over used (if any), and the medium within the video (such as staff, actors, or animation).

Budget

Now that the audience and the goal have been explored, you’ll have a better idea of the shape and tone of the video project. If your budget allows for a professional production, take advantage of it. If not, here are a few tips you might use for a professional look at an in-house price:

• Ask for help from your members. Maybe a professional would be willing to donate his/her services for PR and sponsorship.
• Check out the resources at the local college. There may be a class or students who can help out for very little money. Some high schools even have video production equipment as part of their AV Club or a Student News Program. See If they would be willing to record and produce it for you.
• Rent pieces to increase production value. A professional light and sound kit can be rented on the cheap and make a world of difference in the final product, even if you film it yourself.
• Check with local TV stations. Some of the camera crew moonlight or have side jobs. If that doesn’t pan out, many stations upgrade their equipment long before it wears out. See if they have any they’d let you borrow, buy, or have.

Any video you create should tell the story behind your message. But for a story to resonate, you must know your audience and what you’re trying to accomplish. There is no right answer on the question of a professional (or not) video. It all depends on those watching and what you want them to feel afterwards.

Guest post by Christina Green

Image via Flickr by Video Villain