Monday, August 27, 2012

Producing Samples

Learning Objective:

To work as a producer on television and promotional video, taking on problems as they arise on set and coming up with creative solutions.



Courage to Dream: The Leg Up Farm Story

This was a 30 minute television special that aired on abc27-WHTM in June 2012.  I managed the set, wrote much of the stand-up, and worked with the host, Mike Ovadia.  I was present at meetings with abc representatives, took useful notes, and assisted the cameraman/editor, Myles Klinger.  I found a royalty-free song for use at the end of the special and I wrote out a music cue sheet for the network.

The entire video can be viewed on abc27's website:

http://www.abc27.com/category/237341/leg-up-farm



Carson Long Military Academy

Carson Long provided us with a script to use, but it needed heavy revising before it could be used as an a/v script.  I greatly changed the script, acted as a production manager, and oversaw the process.  This video has one long form video and then several short videos that will be broken up on their website.  The main video and script are below.



Opening
Col. BrownHi, I’m Col Matt Brown, the president of Carson Long Military Academy.  Carson Long is an all-boys boarding school located in south central Pennsylvania near Washington DC, Baltimore, Philadelphia, and New York.

Carson Long provides a program that many parents and kids seek in the aspects of structure, discipline, ceremony and traditions, ethics, honor and a quality education. We do this in three ways: academics, opportunity, and leadership.  

First, academics. If you come to Carson Long, your grades will improve. We have mandatory study halls, we have a small student-teacher ratio, and 85% of my faculty lives on campus: the help is always here.

Second is opportunity.  Many of our students come from large public schools that may not work for them. Maybe it works for their brother, maybe it works for their sister, but they’re looking for something different, something unique.

Carson Long provides extracurricular activities, sports, a music and arts program.  Also, if you come to Carson Long, 30% of our population are international students. Your roommate may be from another country.

And third is leadership.  When I talk to young boys about leadership, I talk about accountability and responsibility and consequences to their actions.  Our program stresses character building and development. If you take those aspects throughout your life, you’ll be very successful in the future.




History

Ext. sign
Founded plaque


Dorm
Chapel
Gymnasium
Infirmary
Museum
Library
CLMA is a direct descendant of New Bloomfield Academy, founded by Robert Finley in 1836. It is the oldest boarding school in the United States to offer military training.

The campus in New Bloomfield is composed of 50 acres that include five dormitory buildings, a Cadet Chapel with a workout room and a recreation room, a gymnasium, an infirmary, a museum, and a library.

Carson Long Military Academy is fully accredited and is governed by a 15-member Board of Trustees, with an active and supportive alumni association.



Academics/JROTC
Classroom







JROTC





School organization




Teacher talking to student
The student to teacher ratio is only seven to one, which ensures that each student will receive individualized attention.  The student body represents 13 states and 12 countries, and international students can take English as a Second Language classes.  Students participate in supervised study halls.

The JROTC military training curriculum is prescribed by the Department of the Army. Subjects include: military courtesy, customs, organizations, history, and traditions of the army; health and first aid; map reading; and leadership and moral guidance.

School organizations include drum and bugle corps, Key Club, school newspaper, yearbook, glee club, weight-lifting club, ski club, and music lessons.

The male faculty members serve not only as classroom teachers but also as live-in dormitory supervisors and military tactical officers. They are able to give round-the-clock counseling services to help students face daily challenges.


Athletics/Extracurricular Activities
Sports footage/photos


Drill team





Photos/footage of event mentioned
Carson Long Military Academy offers a wide range of varsity and intramural sports. We have football, baseball, soccer, track and field, tennis, basketball, wrestling, and ice hockey. JROTC activities include military police, Raiders (military skills), color guard, and drill team.

Social events include formal and informal dances, entertainment programs, alumni homecoming, parents’ days, overnight camping, day trips to local attractions, movies, and volunteering for senior citizens.  Many of these activities take place on weekends.  Students that are not on restriction are also permitted to walk into town two times a week.


Cadet Life
DormsAt Carson Long, students build life skills.  New cadets are responsible for themselves, including cleaning their room, doing their extra duty, and maintaining their personal grooming and appearance.

Under faculty supervision, cadets have opportunities to lead others as a task leader, squad leader, team captain, platoon sergeant, platoon leader, or staff officer.

Graduates of CLMA are well-equipped to handle all that life requires.


Admissions
TitlesThe school admits students of any race, color, creed and national or ethnic origin.

New students are accepted in grades 6-12.

The Admissions Committee selects students who are of good character and who have average or above-average ability.


My last producing project for this internship is a modern-day parable that a client has commissioned to help better explain his personal salvation story and to act as an ice-breaker.  I am currently scheduling auditions to fill the roles and the script is below.  This script is tentative and subject to change.

Bill approaches the doctor's office and pulls open the door. He hesitantly steps up to the desk where a
young lady wearing glasses peers up at him.

Receptionist
Hello. Do you have an appointment?

Bill
No...I was told that I didn't need one here.

Receptionist
Oh, you really don't. I'll just need your name.

Bill
Bill Rogerson

Receptionist
Ok, great. Go ahead and have a seat.

Bill looks confused. He goes to turn but then hesitates. The receptionist has already returned her
attention to the computer.

Bill
So... that's it?

Receptionist
Excuse me?

Bill

You just need my name? Aren't there a million forms I need to fill out? Don't you need my insurance
card?

Receptionist
No. Just have a seat.

Bill
Are you going to bill me?

Receptionist
We will not. The doctor will take you just as you are.

Bill, still skeptical, turns and finds a seat. He is sitting caddy-corner from a man in several bandages and
bruises, who looks pretty worse for wear. Bill turns to the man.

Bill
So, will you level with me? They don't want to see my insurance card, they aren't going to bill me.
This place doesn't look like a free clinic. Is this doctor really any good?

The man, Chris, smiles as best as he can through his bandages.

Chris
Are you kidding? The doctor is amazing. No other doctor will care for you the way he will.

Bill
No offense meant, but you don't look like you're in such great shape right now.

Chris
Oh, I know. But you should have seen me before! I was in a terrible car accident, but I knew that I
had this doctor to come to. And even though I was in a lot of pain and I've been injured, I'm alive and
doing alright. I know I'm getting the best possible care. And the best part? The doctor has a medicine
that will cure anything.

Bill
You're not serious...

Chris
Of course I am.

Bill
So that's why they act like this place is free...because the medicine is outrageously expensive.

Chris
Not at all. That's free too. All you have to do is accept it and take it regularly. I know I'll be healed if I
just keep coming back to the doctor.

Jen, a middle-aged woman, has been eavesdropping. She's slightly annoyed as she butts into the
conversation.

Jen
You think you'll be healed? You'll just have to keep coming back again! It's a scam, really.

Chris
Just because you have to return regularly? No, it is not a scam.

Jen
(turning to Bill)
My son was here before when he was ill. The doctor gave him the medicine, and yes, it really
worked. He was better the same evening... You should have seen him! He was laying in his bed running
a high fever in the afternoon, and by sundown he was running around outside! It was amazing.

Bill
So, what's the problem?

Jen
He's sick again! The medicine only cured him for a little while.

Tom and Mary, a slightly older couple, are sitting next to Jen.

Tom
Excuse me, but did you bring your son in after he got better?

Jen
No... He was already cured, so I assumed he would be fine.

Tom
There's the problem... You have to bring him in for check-ups. Just because he was cured in the past
doesn't mean he'll be healthy forever. Plus, the doctor wants to see your son. He wants to see all of us
and make sure we are healthy.

Jen
But why would the doctor care that I'm healthy? I'm not one of his patients!

Tom
It doesn't matter. The doctor cares about everyone.

Jen
(turning to his wife)
Is that true? Do you think that too?

Mary
Oh, I usually just send Tom in each week. I wait here.

Bill
So you don't see the doctor yourself?

Mary shakes her head.

Tom
She'd rather stay out here and knit. I've been telling her for years to come in with me and get the
medicine from the doctor. But she won't.

Mary
I'm not going to see a doctor. I am perfectly healthy, thank you very much.

Tom
I know, dear. But even the healthy need check-ups. And the doctor asks about you every single time
I'm in to see him.

Mary looks surprised.

Mary
He does?

Bill
I've never heard of a doctor who takes so much personal interest in his patients.

Tom
You know why that is?

Bill shakes his head, but Tom is looking lovingly at his wife. Chris pipes in.

Chris
It's because he loves you.

Bill ponders this as the phone rings. The receptionist answers it, then hangs up.

Receptionist
Bill Rogerson? The doctor will see you now, if you're ready.





Reflections:


Producing is so much responsibility, but there's nothing more rewarding to me.  I'm the one who is responsible for fixing problems and helping everything go smoothly.  I have to cover others' mistakes if they occur.  I have to come up with the ideas and I have to win the clients over.  Really, producing requires little talent (depending on who you ask, of course) but a lot of patience and planning.  Sometimes, my patience has been tested when things didn't go as planned.  I've had to re-write scripts and proposals several times to get it right.  I've had to work closely with Myles, whom I worked with much of the time because he did all the shooting and editing.  I've learned how different personalities function in the workplace.  There are some people that just aren't going to work well with my personality and I understand that, but I've also learned that I can do my best to be other-centered and accommodating.  Messiah College has helped me maintain an attitude of service, which has been essential to this industry for me.  It's kind of the opposite idea that most people take on, but I loved working at Rutan Productions because they are also God-centered and have an attitude of service.

Project Proposal Samples

Learning Objective:

To write project proposals for clients, including coming up with several ideas from scratch and pitching them to the clients, then writing the finalized idea into a script.

Project Proposal: Wevodau





















PROPOSAL FOR:
Internet/Presentation Video
 















OVERVIEW
To produce a short 2-3 minute promotional video focusing on why customers should choose Wevodau Insurance & Benefit Strategies, Inc.

GOALS
This project has value for potential clients who are looking for quality group medical insurance for their businesses.

·      The overall goal is to incorporate video, quick testimonials and information into an appealing promotional video

KEY POINTS TO COMMUNICATE
·      To present Wevodau's philosophy of "customer first." 
o  A desire to "do the right thing" and keep a spirit of integrity
o  50+ years combined experience
o  Follow-through for the customer

HOW TO USE THE VIDEO
The end product would have several uses including:
·      Promotional use on website
·      Presentations using a computer or iPad



CREATIVE CONCEPT #1: Testimonials

CORE CONCEPT
A straightforward approach establishing credibility through client testimonials and examining the company philosophy of being caring professionals

CONCEPT OVERVIEW
This video will show Wevodau Insurance and Benefit Strategies, Inc as a group of down-to-earth professionals who will go the extra mile, instead of being “business only.”  Opens with a client testimonial talking about trouble they had with a claim and how Wevodau was able to help them through it.  Three or four clients will give testimonials about their customer service and , which will lead into Gerry and the other agents talking about their approach to the business, which is to always put the client first, treat everyone like a neighbor, and simplify that which is complex.  Ends with “Our Mission is Your Satisfaction”

RATIONALE

·      Simple approach, easy to understand
·      Establishes credibility right away
·      Allows a good reputation to speak for you

PRODUCTION NOTES
·      Get similar testimonials as the ones on the website



BUDGET - CONCEPT #1: Testimonials
PRODUCTION LENGTH:  Approximately 2-3 minutes

PRE-PRODUCTION
·       Creating a script, questions, production planning and project management.
·        TOTAL: $170.00

SHOOT/CREW
·       A two person crew would be on location with 4 hours of coverage.
·        TOTAL: $600.00

EQUIPMENT
·       Canon 7D, lens kit, audio gear, accessories, light kit.
·        TOTAL: $175.00

POST-PRODUCTION
·       Edit the final video with some graphics, interview shots, clips in and around the office. One set of revision are included.
·        TOTAL: $950.00

OUTPUT
·       We will deliver an electronic file for website, YouTube and presentations.
·        TOTAL: $50.00


TOTAL:  $1,945.00


CREATIVE CONCEPT #2: What Sets Us Apart

CORE CONCEPT
Compares Wevodau with an agency that doesn’t seem to care about their clients as individuals (“stereotypical insurance agency”)

CONCEPT OVERVIEW
A straight-laced “insurance” man sits in a white, sterile looking office.  Through the phone, we hear a desperate voice.  The ”insurance” man says “There’s an 800 number on the website that you’ll have to call.” The voice on the phone responds “I did and they had me on hold for an hour-” “Insurance” man replies, “I’m sorry, try early in the morning when they are less busy”  “Insurance” man hangs up the phone.  Cut to another phone being answered by Gerry. Cut to a wide shot of Gerry on the phone, no conversation is heard. Cut to Gerry on phone with customer “I’ll call the provider for you myself and then get back to you with some answers.... Happy to help!”  Voice-over explains the difference as we cut to shots of the Wevodau team in action:  voiceover example..: “At Wevodau Insurance and Benefit Strategies , we put the clients first and do whatever it takes to do the right thing.  With over 50 years combined experience, you can trust the agents at Wevodau to follow-through for you and your business.... End with a call to action voice over, like “Getting the cold shoulder from the others, warm up to Wevodau Insurance, tagline: “Our mission is your satisfaction”

RATIONALE

·      This concept will show the what sets Wevodau apart from the competition with stark visual contrast
·      Confronts and challenges the negative stereotype that many customers think of when dealing with medical insurance

PRODUCTION NOTES
·      Includes very quick shoot at sterile office and “friendly,” warm-looking office


BUDGET - CONCEPT #2: What Sets Us Apart
PRODUCTION LENGTH:  Approximately 2-3 minutes

PRE-PRODUCTION
·       Creating a script, questions, production planning and project management.
·        TOTAL: $200.00

SHOOT/CREW
·       A two person crew would be on location with 4 hours of coverage.
·        TOTAL: $600.00

EQUIPMENT
·       Canon 7D, lens kit, audio gear, accessories, light kit.
·        TOTAL: $175.00

POST-PRODUCTION
Record voice-over and edit the final video with some graphics, interview shots, clips in and around the office. One set of revision are included.
·        TOTAL: $1025.00

OUTPUT
·       We will deliver an electronic file for website, YouTube and presentations.
·        TOTAL: $50.00


TOTAL:  $2,050.00


WHY CHOOSE RUTAN PRODUCTIONS?

Wevodau deserves a company committed to their success on this project. Rutan Productions wants to be that partner. Throughout the entire process, you will have the attention and service of our company President, Chip Rutan. In addition, Rebecca Rinker will oversee the project from inception to conclusion.

Below are just a few more examples of why Rutan Productions is ready to be your partner on this project:

CUSTOM SATISFACTION
Custom Satisfaction is more than a clever tagline, it says that we treat each customer as an individual. On every project we have the customer tell us what a successful project would be for them, and we then tailor our expertise to meet that specific need.

SATISFACTION GUARANTEE
We also back “Custom Satisfaction” with a straight forward, no nonsense guarantee… We guarantee that you will be satisfied with the project. If we can’t satisfy you, we will never charge for our time on that project. No loop holes, just satisfied customers.

SATISFIED CUSTOMERS
At the end of each project, we ask our customers to fill out a quick survey to provide us with specific feedback on their level of satisfaction. We will show you all of our latest scores in 5 areas of service to give you a true indication of how we are living up to our goal of CUSTOM SATISFACTION.





The client decided to go with Option #2, but we mixed it with testimonials more than originally planned as well.  The following script was written after a follow-up meeting with Gerry Wevodau.



Title:  Wevodau "What Sets Us Apart"
Length: 2-3 min
Type: Web/Presentation video
Date: August 2012


VIDEO
AUDIO
"Insurance" man sits in sterile-looking office
Voice on phone:  -and I'm not sure what to do now-

"Insurance" man:  There's an 800 number on the website that you'll have to call.

Voice on phone: I did! They had me on hold for an hour-

"Insurance" man: Try early in the morning tomorrow when they are less busy.
"Insurance" man hangs up phone
                                                                Cut to:

Second phone being answered by Gerry

Wide shot of Gerry on phone
(No conversation heard)
V/O:
Getting the cold shoulder from the others? Warm up to Wevodau Insurance and Benefit Strategies Inc!



Medium shot of Gerry on phone
Gerry: “I’ll call the provider for you myself and then get back to you with some answers.... Happy to help!”
                                                                              


V/O:
“At Wevodau Insurance and Benefit Strategies , we put the clients first and do whatever it takes to do the right thing.  With over 50 years combined experience, you can trust the agents at Wevodau to follow-through for you and your business!


Client Testimonial #1
Lower third: Client name (business), years as a customer
Client Testimonial #1: (example)
We have found Gerry and his very qualified staff to be professional, knowledgeable and extremely accommodating.
Client Testimonial #2
Lower third: Client name (business), years as a customer
Client Testimonial #2: (example)
Gerry and his staff have consistently serviced us with excellence and integrity, truly putting our best interests in the forefront. 
Client Testimonial #3
Lower third: Client name (business), years as a customer
Client Testimonial #3: (example)
 Not only has their agency saved Capital Delivery Systems a significant amount of money, but your customer service has been exemplary.
Shots around the office (staff shaking hands with clients, smiling faces, etc)


Gerry OR other staff member
Come in to our office for a visit.  We're committed to putting our experience into going the extra mile for our clients - or as I like to call them, friends.
Titles/logo over office shots
Wevodau Insurance and Benefit Strategies Inc
"Our Mission is Your Satisfaction"

Wevodau Insurance, where: “Our mission is your satisfaction




Below are the schedule and shot list for the shoot.  I arranged all of this and sent the necessary emails to the client and the production crew.  I also wrote the questions for the client testimonials.

Thursday, August 16

1:30 - Crew Arrives at Wevodau

2:00 - Randy W.

3:00 - Jeff B.

4:00 - Deb

After each interview, get shots of clients interacting with Gerry and his staff.  Shaking hands, talking, smiling, etc.

5:00 - Gerry 

We need to get the shot of Gerry answering his phone and his line, then the closing line.  

Wrap by 6 at the latest.



Gerry's part:

Shot of phone, Gerry picks it up
Wide shot of Gerry on phone
Medium shot of Gerry on phone "I'll call the provider for you myself and then get back to you with some answers... Happy to help!"

Stand up - "Come in to our office for a visit.  We're committed to putting our experience into going the extra mile for our clients - or as I like to call them, friends." 



Friday, August 17

10:45 - Crew sets up in office above Rutan Productions

11 - Gerry and the "evil insurance man" arrive

Wrap by 12.

Wide shot - insurance man on phone
Medium shot - insurance man on phone
Extreme close up - phone and mouth (smirk?)
Close up - Phone, hang up. 

Note - Try to match cut Gerry's phone

 QUESTIONS:
Why did you decide to go with Wevodau for your insurance? What has kept you year and after year?

One of the company's taglines is "Our Mission is your satisfaction."  How do they live up to that mission in your opinion?

What would you say to someone who is looking for medical insurance for their business about Wevodau?

How has Gerry and his staff helped you through question or issue's that have come up that might be confusing or difficult to understand?





This project is currently in post-production and will be posted here upon completion.

Reflections:

This was the first time that I got to see the beginning process of professional video.  I've been on shoots many times before, but most of them were already arranged.  This time, I met with Gerry Wevodau with my boss Chip Rutan and discussed the possibility of creating a video.  We looked at why and how it would be beneficial and what the video could actually be used for.  Gerry is going to be putting the finished video up on his website but he will also be using the video for promotional use during presentations, either using a projector or an iPad.  I was lucky enough to work with very nice, friendly people on this project, and I know that this is not exactly the norm in this industry.  I took notes at the initial meeting and created some ideas based on the impressions that I got there.  Wevodau is a medical insurance solution for companies, but they place high value on looking at their clients as individuals and doing as much as they can for them.  That struck me as much different than the stereotype about people who work in medical insurance, so I wanted to play on that.  I contrasted him with an "evil" insurance man to show that these people are going to be different.  Gerry and his staff seemed to enjoy the idea since it's a stereotype that they have to deal with all the time.  I found that my thought processes were exactly what they needed for this project.  They didn't want anything too formal but it couldn't be too creative or over-the-top, so I worked within my parameters to make something that will leave a strong impression.
     Something that was new for me on this project was budgeting.  I had no idea where any of the numbers came from.  Before this, I just knew that I worked on videos and the company got paid for them.  During this project, my boss Chip showed me how a budget is broken down.  There is a value for each element of production, and a reference sheet at the office which shows what value is assigned to each.  Estimating the budget is not an exact science, but Chip showed me how to look at previous budgets for similar projects and to try to give accurate numbers that way.  The budget isn't going to be exact, and the clients know that going in.  This production company has a good reputation for staying near budget, however, and I don't think this project will be an exception.