When to Use the Pros

YouTube has established low cost authenticity. It is a powerful tool.
But sometimes you really do need professionals.

• When the video is a story, not a demonstration;
• If the video carries brand to customers;
• When the communication has a beginning, a middle and an end;
• When a top executive is speaking;
• When the video is a concept, as opposed to an explanation;
• If the audience is a buyer, as opposed to a user;
• If the video is selling;
• If the message is longer than two minutes;
• If you are shooting in a challenging situation like low light or tight space;
• If the location has safety concerns such as height or movement.
• If the story requires acting.

Why a Professional

• They will light the scene for a beautiful, natural look;
• The audio will be crisp and clear
• They will script the video to keep it short and concise
• They will write the script using the ’spoken’ word, as opposed to the ‘written’ word for a more natural delivery.
• They will make top executives look and sound their best
• They will coach the delivery of lines
• Their camera angles will be both clear and interesting.
• Their camera movements will be smooth and not distract from the talent.
• They will use appropriate establishing and medium shots along with effective close-ups.
• They can visualize the video before it is produced.
• They will manage the shoot to save money.

When to Use Professional Talent

Amateurs can be very effective portraying themselves. Giving very real, compelling and emotional answers to questions. But don’t make your employees act. It is more difficult than it looks. Don’t make them read scripts. It will sound wooden and flat. Here are some tips as to when to use professional talent.

• If there is scripted speaking on camera
  Executives can answer questions. But don’t make non-professional talent deliver a script.
   
• Amateurs can deliver good answers to an interviewer. But don’t make them act.
  If you have to tell your talent how to deliver the line, use a professional
   
• When the concept requires a narrator
   
• When the talent is required to move extensively
   
• For stunts
   
• As on-camera interviewers

What are AFTRA and SAG and do I need to use them?
The American Federation of Television and Radio Artists (AFTRA) and the Screen Actors Guild (SAG) are national labor unions representing professional talent. These organizations protect professional actors and voice talent by contracting their compensation, adding pension payments and generally advocating for performers.

Most of the higher level talent will be members. Production companies and organizations that hire talent will be signatories to the unions, agreeing to hire only union talent and respect the union contracts.

You will also be able to find non-union talent that are not members of these organizations. In addition, some AFTRA members are “Financial Core” meaning that they reserve the right to work with non-union signatory producers and not be restricted by union rates and requirements.

One of the bigger factors in using professional talent is that you are buying usage, not time.  Your agreement will stipulate how the footage can be used and for how long.  You'll buy the usage in 'cycles' measured in weeks. Additional usage after that will require additional payments.

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How Stratcom Can Help

We professionally produce videos, DVDs and audio presentations.
We have done location shooting across North and South America.
We have produced videos in various languages.
Stratcom works in Beta SP; Digital or High Definition.

If you are considering creating a marketing piece, let’s talk.
We can help with:

• Defining the project;
• Establishing message objectives;
• Providing a ‘reality check’ as to the feasibility of the project;
• Estimate the cost;
• Provide a ‘script treatment’ so your organization can visualize the finished piece before you even get started;
• Provide a timeline.

The above services are no obligation and no charge.
You simply need this information to finalize your decision to produce a video.

Once we get started, Stratcom will manage the three stages of video production:
Pro-Production

• Develop the script for approval;
• Provide scene descriptions in conjunction with the script;
• Arrange for all equipment, talent and locations;
• Develop a production schedule to fit your deadlines;
• Arrange for location shooting anywhere in the world;

Production

• On-location shooting, typically one or two days.

Post Production

• Voiceovers
• Time coding raw stock
• Transcription of interviews etc.
• Editing
• Music
• Rough Cut for review
• Final cut for approval
• Mastering
• Duplication

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