Planning and Scheduling Videography

The DOM communications team partners with department faculty and staff to produce story-driven video content for programs and divisions. Please review the material below for best practices.

1. Identify a content partner to assist the communications team on issues of scheduling, location and correspondence with stakeholders (clinic managers, charge nurses or other colleagues).
   
   This requires significant project management skills and knowledge of the division, program, staff, and projects. If this project is delegated to others, details are often not communicated and will affect overall outcome.
   
   It's most helpful if the liaison is a single person who can also be present at shoots to help coordinate onsite logistics.
    
2. Develop your story with a clear beginning, middle, and end (see more below). Use the mock fellowship video creative brief as a starting point. The DOM Communications team can help, but we need a knowledgeable content partner that understands your division needs.
    
3. Identify everyone who should be involved as subjects in the video. The video should only have a max of three people speaking. A program director and current fellow are ideal. If a third is needed, the division chief can be included. What role do each play and why?

• B-roll sessions can include photography if needed. Please let us know prior to the scheduled sessions.
• When scheduling shoots online, make sure to include the room number / building and a mobile number for last-minute rescheduling needs.
• Plan on at least one pre-shoot meeting or check-in a week prior to the shoot to verify details. Email or Teams/Zoom are great options.
• Check in with the clinic manager before the shoot day to make sure they are aware we are arriving.

• Read "Best Practices for Inclusive and Diverse Photography in Higher Education," a short, user-friendly paper from the University Photographers' Association of America. Although it's focused on still photography, this guide is also useful for video production.
• If you intend to capture video of patients for marketing purposes, you must get official written permission from each subject. Work with the communications team to complete the campus Authorization for Disclosure of Medical Information for Marketing or Fundraising form (or its UW Health equivalent) and send all completed forms back to us for archiving.

• Keep your message concise. On the web, short videos get more sustained viewership. Aim for a video length of under 60 seconds and if possible, under 45 seconds.
• Stick to one or two subject matter experts. More people will just increase video length and dilute your overall message.
• Organize your video in three "acts":
  1. The intro or hook. Entices the viewer to continue watching.
  2. The story. Focuses on the most compelling details.
  3. The conclusion. Drives the viewer to an action or feeling.  
• Consider tone. How do you want viewers to feel during and after the video? Happy, excited, inspired?
• Supplement your video with engaging action photos or “b-roll” video footage. These are great ways to show aspects of your story without saying them specifically. Our Photography page has helpful tips on what makes great visuals.
• Think about your audience: how will this video speak to them?

When you're ready, schedule a production meeting with Clint Thayer to review your plans, ask and answer questions, and schedule shoots.