HOSTED BY MICHAEL MOGILLPRESIDENT, CRISP VIDEO GROUP
7 steps to producing a legal video
1@mmogill
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about me• President of Crisp Video Group & Crisp Legal Video• Corporate Video & Digital Media Production Company• Team of experienced directors, producers, script writers, and digital marketing
professionals• Clients include both high-profile global brands and small community based
businesses• Mission is to help clients enhance their brand and expand their reach online
through videoweb — www.crispvideo.comtwitter — @mmogilllinkedin — www.linkedin.com/in/mogill
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@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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who we work with
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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The value of one minute of video is equivalent to 3,600 typical Web pages - it would take 150 days to write enough pages to get the same amount of exposure.
36% of online consumers trust video ads, establishing the company as a trustworthy business and knowledgable expert on the ad’s subject matter.
Videos in e-mail campaigns increase how often people follow the link from the email to the ad’s Web site by 96%
Videos improve the chances of a site appearing on the first page of Google search results by 50% Why should
you invest in online video marketing for your business?
Videos significantly increase how long viewers stay on a Web site - up to 2 minutes longer, on average.
35.2 billion video ads were viewed by Americans in December 2013 alone.
40% of people respond better to visual information than plan text.
After watching a video ad, brand consideration improves 21% for brands the consumer initially felt negatively toward, and 61% for brands they already liked. 57% of clients say video
increases confidence in a legal firm
VIDEO MARKETING 101
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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If you’re not marketing with video,you’re committing marketingmalpractice.
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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Testimonial
Practice Areas
OverviewEducationAL
TYPES OF VIDEOS
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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7 Steps
to Producing
a Legal Video
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1. DEFINE THE GOAL
7 STEPS TO PRODUCING A LEGAL VIDEO
It is critical that the goal is
explicitly defined before the production
process begins.
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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1. DEFINE THE GOAL
Every subsequent step should correlate to the overall goal
Crucial to ensure there is a way of tracking the goal
Metrics help determine whether or not the goal is being met
Know minimum ROI before the video is produced
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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2. DEVELOP A CONCEPT AND CREATE A STORY
The video concept and story should
align with the goal of the
project
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
7 STEPS TO PRODUCING A LEGAL VIDEO
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2. DEVELOP A CONCEPT AND CREATE A STORY
Consider your audience and determine how to make an emotional connection with them
Focus each video on a specific topic Keep length of videos between one
and two minutes Maintain brand standards across
every video that you create
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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3. PRE-PRODUCTION
Pre-production is arguably the
most important step in producing
a legal video.
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
7 STEPS TO PRODUCING A LEGAL VIDEO
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3. PRE-PRODUCTION WHO IS GOING TO BE FILMED? For a more ‘human touch’, feature people
involved in your business rather than using a voiceover
Assign roles ahead of time, including client testimonials
WHERE ARE YOU FILMING? The setting plays a role in telling the story and
should correlate to how you want your business to be portrayed
Multiple locations help facilitate movement of the story
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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3. PRE-PRODUCTION
WHAT ARE YOU FILMING? Review topics that will be discussed ahead of time to
create a mental outline of key points that need to be mentioned
Write leading questions that will guide desirable responses Free-flowing speech is more natural and engaging to the
audience
HOW ARE THINGS BEING FILMED? Create a detailed shot list for the videographer and project
manager, so they can make sure every scene is captured Head-on shots vs. looking away from the camera Use b-roll as supplemental footage to break up long
speeches
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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4. EQUIPMENT
The equipment that you use can directly correlate
with the production
quality of your video.
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
7 STEPS TO PRODUCING A LEGAL VIDEO
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4. EQUIPMENT
Use a high definition camera, such as a DSLR
Use external lighting, mics, and a tripod It is important to know which lenses, audio
equipment, and lighting are needed for specific shots
Videographer needs to know which exposure is most appropriate for intended shots
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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5. DATE OF SHOOT
Proper preparation can alleviate a lot of the stress and
potential problems that
may arise on the day of a video
shoot.
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
7 STEPS TO PRODUCING A LEGAL VIDEO
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5. DATE OF SHOOT
Make sure there is a clearly defined schedule for the entire day including who is covering specific topics, what time people will arrive, and an allotted time slot for each interview
It is important to account for set-up and break-down time for each location
A half-day shoot (4 hours) is adequate for a single promotional video or two testimonial videos
A full day shoot (8+ hours) is necessary when multiple videos with different content are filmed in one day
Key to stick to the story that was developed during pre-production
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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6. EDITING
The entire editing process is a series of steps
that can take anywhere from a
few hours to several days
depending on a variety of factors.
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
7 STEPS TO PRODUCING A LEGAL VIDEO
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6. EDITING Transfer footage from camera to computer Review every clip of footage to determine the best
shots Align the footage to assemble a clear and concise
story Color correction may be needed depending on
lighting sources Sync the audio from the external audio sources to
the corresponding video Unwanted external sounds may need to be
cleaned up from the audio to create clear and consistent levels
Obtain a license for music you intend to use in your video
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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7. PLACEMENT
There is no purpose in
producing a legal video if it is not
utilized properly.
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
7 STEPS TO PRODUCING A LEGAL VIDEO
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7. PLACEMENT
There are multiple platforms that video can be utilized
Video is most commonly placed on company websites, social media pages, and email newsletters
Your video should be implemented on a platform that supports your goal
Place the video where people are searching for you in order to reach the intended audience, i.e. YouTube or Yelp
Tracking the video for goal metrics can begin once the video is placed online
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)

1. Define a goal that can be measured
2. Develop a concept and create a story that aligns with your goal and target audience
3. Pre-Production: failing to plan is planning to fail
4. The quality of the equipment directly correlates to the quality of the video
6. Editing varies and requires a great amount of time and knowledge7. Placement of your video is one of the most important things to consider
SUMMARY
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5. Stick to the plan on the day of the shoot
7 STEPS TO PRODUCING A LEGAL VIDEO
@mmogill — 7 steps to producing a legal video— Crisp Video Group (www.CrispVideo.com)
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