A few years ago, a company approached Tippingpoint Labs with a classic challenge. The company had committed to creating video for their audience after noticing an increased demand for video content from their internal business. So, they were quick to adapt. They converted some office space into a small in-house video studio and staffed it with two full-time employees and one full-time consultant. The challenge was ensuring they could realize ROI on the investment – meaning the investment in the space, the employees, and the equipment.
The client hired Tippingpoint Labs to work with their in-house marketing and studio teams. Our objective was stated as:
Develop a best-in-class video studio capable of supporting video needs across all global business units by instituting a repeatable, efficient and cost-effective production process that delivers quality results using the right tools, equipment, and team for every project.
After initial conversations, we determined that there were some key elements we needed to explore to make sure the studio delivered on this promise. Namely:
- How to create a robust in-house video studio team,
- How to create an efficient in-house video production process,
- How to produce best-in-class videos in-house, and
- How to determine when you should augment the in-house team with outsourced professionals.
Over the years, we’ve noticed many companies make an investment in an in-house television studio space and a small staff. But, after a short while, companies realize they are not fully equipped to bring this vision to life. Either the video process is disorganized, or the output is not sophisticated, or the studio sits empty too often. With proper planning, a detailed video production process, a definition of distinct studio roles, and a deep understanding of how the discipline sits under the umbrella of marketing, the in-house studio investment can be worthwhile. Without it, not so much.
Video production is a specialized art and has a different set of needs than other creative disciplines. Oftentimes, companies want to strong-arm video into already existing teams and processes and that can lead to frustration and failure. Unfortunately, these early struggles can result in the company believing that video is just “not for them” or that it’s “not going to work”, when in fact, the problem is not with the medium of video but, rather, with the implementation of video as an in-house offering.
There are many articles that go through the cost benefit analysis of building a space. And the challenges with keeping up with staffing, equipment, training, etc. For the purpose of this series, we are not going to extoll on the benefits or disadvantages of building an internal video studio space with staff. Let’s assume the investment has been made and move on to how to make the most of it.
Tippingpoint Labs works with companies that have made the commitment to an in-house video studio space and an in-house video production team to ensure that the ROI is realized. In the following days, we will explore the questions outlined above and dig into best practices for in-house video production studios. We are starting with: How to create a robust in-house video studio team.
Want to talk about your company’s in-house video studio? Email me, Rebecca Garnick Ast, at rgast – at – tippingpointlabs dot com.