Creating content

Video requests are common. Instead of "make a video," tell us your "why." Clarifying your goals (the problem you want to solve) ensures the best content, not just any video. The type of content you think you need may not be helpful.

So before diving into production, it’s crucial to define the purpose of your content. Always ask yourself these four things:

1. Who are you talking to? Are you trying to reach prospective students, stakeholders, alumni, or some other audience? Knowing who you’re talking to is crucial.
2. What do you want to achieve? Do you want to generate awareness, prompt people to take specific action, or build a relationship? We shouldn’t be creating content for the sake of it; we should always have a purpose in mind.
3. What message are you trying to convey? What information does your audience need to know to achieve your goal? Defining this in advance will help your content stay focused.
4. Where/how are you talking to your audience? The medium – email, social media, webpages, video – that you use will influence how people receive your message and interact with it. It will also help you plan effectively.

By answering these questions before you start, you can tailor your content to resonate with your audience and achieve your aim.

Once your purpose is clear in your mind, think where your audience is and how you can relay your message to them.

Choosing the right channels

The most effective content reaches your target audience through the channels they frequent. Here are some factors to consider.

• Meet your audience where they are: Where do your prospective students / business partners / research collaborators spend most of their time online? Social media platforms, university portals, subject-specific websites, or somewhere else?
• Content type: Certain channels are better suited for specific content formats. For example, social media excels at quick, bite-sized content, while blog posts or some printed materials can reward a more in-depth approach if you need to get across a lot of information or detail.

Types of content

Different types of content you can create to achieve your goals. The medium you’ll be using to communicate with your audience will influence this massively. Different types of content include:

• Written content: Blog posts, website copy, prospectuses, programme descriptions, student stories, emails. Any written content should follow our tone of voice guidelines.
• Video content: Programme overviews, student story videos, campus tours, interviews with academics and alumni.
• Photographic content: Portraits, action shots, abstracts, and candid teaching shots all have their place.
• Graphic content: Infographics, virtual tours, social media graphics.

There is no set way of estimating how much content will cost to produce, as even similar-seeming projects can vary depending on the specifics. Video, for instance, can vary dramatically depending on how complicated filming and editing are. Any supplier will need a detailed brief in order to be able to quote.

Here are some ballpark ranges for reference:

• Film production: Daily rates can range from £700 to £1,500+ for a small crew and basic equipment, to £3,000+ for a larger production with experienced professionals, and significantly more than that for very complex productions. Editing typically costs extra, with a day rate of £500 to £1,000 depending on editor experience and project scope.
• Photography: A day rate for a photographer can range from £500 to £1,500+, depending on location, shoot requirements, and photographer's experience level. You may need to factor the cost of processing images after the shoot. Some photographers include this in their fee as standard.
• Copywriting and proofreading: Fees can vary based on experience and project size. Expect to pay £200-£400 per day for a basic project, or £500-£1,000+ for a seasoned copywriter working on complex content. Some projects could be costed per word or per page depending on their specifics.

Remember, these are very vague estimates. We recommend obtaining quotes from providers to find the best fit for your budget and project needs.

Depending on your aims and objectives, and what channel you intend to distribute your content via, recording video or taking photos yourself on a smartphone may be an option. Many platforms and audiences really value the authenticity this can bring. There's advice on shooting video on your smartphone in this document: Filming with your phone (pdf)

We have various resources and guides to help you through the content creation process:

• Assetbank: Assetbank is our institutional image repository.
• Video Briefing Document: This document outlines the information required when requesting video production services.  Videographer briefing document
  
• Style Guide: Our style guide ensures consistency in our brand voice and messaging across all content formats. 
• Brand Portal: The brand portal houses our brand assets, including logos, fonts, and colour palettes.
• Generic risk assessment: Filming on or off campus requires a risk assessment. You can use this template as a starting point:  Film and photo generic risk assessment
  
• Filming on your phone: This document walks you through how to shoot and edit high-quality films on your phone, as well as giving tips on interviewing.  Filming with your phone (pdf)
  
• Filming yourself at home: This document, produced in 2020 during lockdown, gives advice on filming yourself on your laptop at home.  Filming yourself at home (pdf)
  
• YouTube channel submission form: In order to have something uplaoded to our University YouTube channel you need to submit this form, providing as much detail as possible.
• Social media video guide: This page is kept alwasy up-to-date by Sprout Social, and covers all the major social media platforms: https://sproutsocial.com/insights/social-media-video-specs-guide/

Data protection legislation requires you to demonstrate proof of the right to use images or video footage containing identifiable individuals. This applies to students, staff and non-University models, and you should store the relevant documents with the image in the central image library, Asset Bank.

The Model consent form should be signed by anyone not contracted by the University who appears in images or video, and stored in Asset Bank in order to comply with the GDPR.  

Models under 18

If those you are photographing/filming are, or may be, under 18, then you need to get the consent of their parent or the person with parental responsibility. See Model (minors) consent form. If you are in any doubt then do not proceed with the photo shoot/filming. You would normally coordinate signatures via the teacher or leader of the group.

Groups

If you take a group photo or video, for example a lecture or seminar, people should be given the opportunity to leave the group whilst the photography/filming is taking place if they do not want to participate. The person in charge of the group (such as a lecturer) should sign the consent form on behalf of the group.

Crowds

Sometimes photographers and filmmakers will shoot in a public area where people in the background may be captured on camera. It is not practical to get every single person who enters that area to sign a photo/film release form.  The Crowd Photo Release Notice should be posted at all entrances. If you are taking photographs/filming at an event please find below a link to download the Crowd Photo Release Notice, available as size A3 and A4 Posters to display at the event entrance.

If you are commissioning photography or film for a specific piece of print or for a web campaign we strongly recommend that you ask the Studio to work with the photographer/filmmaker and provide art direction for the shoot. Please contact the Multimedia Design Studio to discuss.

It’s important that you give the photographer/filmmaker as much information about the shoot in advance, as this will help them prepare. Tell them how you will use the images or footage and show them images that have inspired you so that they know what style you want.

This form should help with constructing your brief: Videographer briefing document.

Your brief should cover:

• Objective – what story do you want the photo to tell?
• Location – indoors/outdoors, is there a bad weather plan?
• Start and finish times – make sure you allow enough set up time. 
• Lighting – is there enough natural light or is lighting equipment needed? If the latter, can you shut blinds to control natural light?
• Format – landscape or portrait? For example, our web banners must be landscape and have an uncluttered area for text. Images for social media usually want to be portrait to fit on phone screens. Ask for the photo/video to be shot so that it can be cropped in different ways.
• Event photography – who are the important people to capture? Eating and drinking is often not flattering and limits the photo’s use.
• File format – High resolution .jpg or .mp4 files.
• Deadline for deliverables: set a realistic deadline for receipt of the images. If the images are for immediate release to the press make appropriate arrangements with the photographer/filmmaker.

Before the shoot, think about:

• Diversity and inclusivity of your subjects.
• Room preparation – some removal of clutter may be necessary.
• Group shots – if the group or the style of photography has a dress code warn the subjects in advance. It's best to avoid patterns and logos.
• Props – make arrangements if props are needed.
• Safety – make sure that all safety requirements are followed, eg in laboratory shots protective glasses, hair tied back, white coats etc; building work hard hats, hi-vis jackets etc. Complete a risk assessment if necessary.

Sometimes photographers and filmmakers/videographers will shoot in a public area where people in the background may be captured on camera. It isn’t feasible to get every single person who enters that area to sign a photo release form. So please ensure you post a “crowd photo release notice” at all entrances.

If you are taking photographs at an event please find below a link to download the Crowd Photo Release Notice, available as size A3 and A4 Posters to display at the event entrance.

A4 photo release notice

A3 photo release notice

We’ve worked closely with our procurement team to appoint suppliers who can help us produce content, from photographers to film makers, web designers, and brand consultants. These suppliers have all been assessed to make sure they produce quality work at a reasonable price, and are familiar with our visual identity and tone of voice. We also have suppliers available overseas in China and the US: please contact Nick Southall for more information.

Please speak to our Digital Team or Multimedia Design Studio if you want to create websites, printed materials, or discuss visual identity.