Budget—It’s the thing that always comes up.

While I wish I could solve everyone’s financial obstacles with a winning lottery ticket, I can provide examples of best practices that should save you money.

Plan Ahead

With some advance planning and attention to logistics, you can cut your costs considerably.

One way to accomplish this is by capturing footage that can be utilized across multiple/future projects.

For example, after Kmart developed a new denim line, the company wanted to produce a video that would educate employees about the new line. Executive Producer Ryan asked if this information would be good for Kmart customers, too. Kmart replied with a yes.

Instead of doing one shoot for one video, Kmart did one shoot, during which footage for multiple videos was captured.

Step one: The Kmart team looked at what they needed.

Step two: They considered how that footage could be re-edited, what other footage could be captured at the same time, and how that footage might be used in the future.

The following is a video example of Kmart’s pre-shoot, forward-thinking. The company had a photo shoot planned for its “2013 Money Can’t Buy Style” print campaign. What else could it do to optimize the shoot? Capture behind-the-scenes footage with the models and others involved.

The following are some areas in which you might find double-duty options, just as Kmart did, between its internal and external communication departments:

Internal Communications:

  • Employee Orientation
  • Town Halls, Morale Building
  • Training
  • Intranet

External Communications:

  • Website
  • Social Channels
  • eNewsletters
  • Trade Shows
  • Informational Kiosks
  • In-Person Presentations
  • Sales Tools
  • Support for employees in the field (tablets)

Double Duty

Though you’ve planned ahead, sometimes it takes seeing the video you’ve captured to consider how else it can be used.

Look at your content and carefully consider if it could serve multiple purposes or be utilized across multiple distribution channels.

As Johnson Controls produced a series on internal communications videos, it realized the potential for external sharing. The footage captured was then re-edited and repurposed, thus lengthening the legs of the initial video shoot.

Double duty extends to already-existing assets, too. What archival images, documents and videos can you access and use? What do you already have available?

In Quad Graphics’ case, the company wanted to share its history after it bought another company. Quad Graphics’ founder was a dynamic individual who had recently passed away, and it was important that the company share the ideals, the passion and the character of the man who had founded the company. In addition to shooting new video, they accessed already-existing assets for the following piece:


Can costs be shared across entities with aligned objectives?

Budgeting can be an even bigger hurdle for government agencies and non-profits. Just as corporations often look to partnering with other companies, or encourage projects that can be co-budgeted by different departments, agencies and non-profits should look toward partnering opportunities.

In Real Racine’s case, they applied for a Joint Effort Marketing (JEM) Grant from the Wisconsin Department of Tourism.

Other options might have included pairing with the state’s economic development departments or arts communities, all of which—like Real Racine—are interested in bringing more people to the state, and in this case, the Racine area.

The following is Real Racine’s first video in a series that showcases the best of the community.


Take a look at how much time you’re spending communicating specific topics. In many cases, money spent upfront to migrate topics to video content can be easily recouped (and justified) through time saved and better results.

This holds true for videos created for internal communications in particular, especially when it comes to time spent training.

Rather than one individual spending his or her time training new hires, budget for a video that covers the process.

No, a video isn’t the same as the personal contact of an individual, but the use of video as the first part of a two-part training, often cuts time and costs.

Videos will:

• Provide new employees an opportunity to learn when their heads are “in the game”, rather than at a set company-mandated time, when they might be distracted.

• Guarantee that all of your messaging is presented.

• Provide a format that allows new employees an opportunity to revisit it if they miss something the first time.

• Present introductory information, which can then be built upon in person, as a part of a two-step training approach.

About Face Media follows this approach itself. We developed a video for new editors, which is more cost-effective than having our CEO communicate the same messaging to each editor. After they’ve watched it, then we follow through with one-on-one personal communication.

Phased Approach

After you’ve planned ahead, decided what items can do double-duty, and identified budget-sharing opportunities, consider segmenting your program, building videos by segments rather than all at once.

Begin with Evergreen Content that won’t expire.

Establish a baseline to determine what makes the most sense, what will allow for growth, moving toward your goals, rather than being reliant on the entire program to be completed first.

Phase one will be measured by those you approach for funding for Phase two. Be prepared to demonstrate the success of the first in order to move on to the second and other future phases.