One Production Day from Goodsides

With this post, we untangle and describe the assumptions at play with the "One Production Day" unit of measure. One day doesn't mean only 8 hours of work without a deliverable. It means a fully-finalized series of videos out of 71 hours of work. Deliverables in your possession with multiple options for posting, sharing, and cross-promotion.

We realized, quite early on, that pricing based on the individual phase (i.e., pre-production, production, and post production) might be unhelpful for fair comparison. And possibly a little confusing for prospective clients/evaluators. Not everyone sees the value (unfortunately) in an extremely solid pre-production phase with layers of approvals, confirmations, and the vision fully painted and clear. So, rather than justify each phase or system that provides real improvements, firms are better positioned to argue the grand total in a comprehensive manner.

With the myriad of pricing options that seem irrelevant or out-of-touch with video production, something else had to be on the table. Councils deserve it. Billing teams are crying out for it.

To really evaluate our pricing and show our sophistication in this space, the team opted to provide one price that incorporates at least 71 total hours of labor, which is the necessary amount to make the absolute most out of one production day. This is us optimized, and what public agencies should expect when issuing such important procurements.

What’s Included?

With the One Production Day guarantee and price, we can create at least three (3) highly captivating digital spots. Reaching a certain duration or video minute mark is not generally an issue, though we recommend these are between 30 and 60 seconds in length given the data favors shorter formats.

Three shorter videos can always become other videos in the future; they can be consolidated, used for “digital postcards” or social media, and/or the raw footage can be repurposed down the road.

One longer video, say for an educational module or training segment, is also possible under the unit of One Production Day.

This adaptability means that you’ll know the pricing beforehand and that the concept and vision can get created uninterrupted.

A Further Breakdown of Hours

One day on set requires (on average) one week of pre-production coordination and planning by our in-house staff. This translates into roughly 10 hours of time setting up meetings, scheduling interviews or locating talent, developing the creative, finalizing the script and shot lists, obtaining permits, confirming on-screen and facility manager availabilities, and other miscellaneous tasks to get our team feeling prepared and fully ready.

We see some public agencies largely disregard the above, which “comes out in the wash” when you play their videos or see their engagement numbers. A robust pre-production phase boosts CTR, the likelihood that one will share the video, makes retargeting easier, and translates into more off-platform engagement.

Skipping industry-standard planning steps can get production crews and volunteers upset, kicked off locations, injured/sick, and about 100 other maladies. Everything we do mitigates the risk of a poorly planned production, and this takes time and proper budgeting.

Video editing requires the largest portion of the time given the requirements of compliance, security, and the necessary redundant practices when working with important media assets. 40 hours of editing time means that an Assistant Editor and Head of Post Production manage the full raw-to-final steps for the client. They facilitate revision stages, incorporate feedback, and dozens of other considerations related to music, text, transitions, colorization, and licensing.

The Powerful Outcomes

We can’t skip discussing the power of the one-day approach, and the subsequent outcomes, which makes all the hard work pay off.

1. A One Production Day approach sufficiently satisfies what most public agencies need to maintain visibility and have a presence on their various digital channels. We see success with agencies that request 12 days per year, allowing them to issue 40-50 videos of varying topics for their residents. Practically speaking, this could be handled under a Not to Exceed (NTE) or done cafeteria style, based on need. Needs, if possible, should be communicated well in advance and scheduled out.

2. The outcome is simply visible in the deliverable, which will look rushed if a half-day approach was used. 

3. Working with our experts will inspire concepts and generate a new standard that previously seemed unattainable or unreachable. 

4. Budget certainty will lend greater peace of mind; most subcontractors and video technicians understand day rates and work based on these fixed amounts anyway. A one-day rate is native to the industry means of transaction.

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