Loyola University Maryland

Office of Marketing and Communications

Video Production

Camera

Video production plays a key role in the University’s marketing and branding efforts. The office of marketing and communication works with faculty, staff, and administrators to produce professional quality videos. 

Regardless of the video’s length, the video production process – planning, filming, editing – requires a lot of resources and time. Before starting a video project, there are a number of things to consider. Is video the most effective or efficient means to send your message or solve your problem? Does your office have the time and ability to provide the messaging and planning support that is ultimately required to produce engaging content? Our office also offers creative services, university communications, and web assistance that may be better suited to fulfill your objectives.

If video is the best medium for your project, review our process and policies before submitting your request below. 

Video Production Policies

  • Video Production Fee. Enrollment and advancement are the first priorities for video production at Loyola. Since we have an increased demand for services and limited resources, we do charge between $250 and $450 based on the scope and timing of the project. This minimal charge helps offset the expenses of video production, which we invest in maintaining equipment.
  • Client Producer. Given our limited resources for video production, all video projects require a representative from the requesting department to serve as the main point of contact for the project. This client producer will assist with messaging, style, identifying and scheduling interviewees, as well as being present for any potential interviews. 
  • Alternatives. We try to accommodate as many requests for our video services as possible and schedule on first-come, first-served basis. If we are unable to work with your schedule, we can recommend a number of local freelancers or student options. 

Using Existing Video

Still unsure about starting a video project? We may have already created content that can assist in your marketing or educational efforts. You can review our university YouTube account for content that may suit your needs. If you require a hard copy instead of a link, you can contact the campus videographer at cjsinglemann@loyola.edu or 410-617-2412. 

Video Production Process

  1. Pre-Production. Following a meeting to kick-off the project, the pre-production phase begins. This phase can last typically from 1 -3 weeks and is the most important phase of planning the video. Before we can start recording, the key messages and creative elements of the video must be established and a plan put in place to achieve it. This includes writing any scripts, identifying and scheduling interviews, planning the shots, and booking locations. This phase requires the most support from the client producer. 
  2. Production. Once everything is scheduled, the actual filming begins. It is during the production phase that any interviews, events, voiceover, or b-roll (supporting footage) is recorded. In many cases, the production phase marks the “point of no return,” at which is it no longer possible to drastically change the style or messaging of the content. During this phase, the client producer is responsible for attending any interviews to ensure proper messaging. Please note that many things including weather and availability of the people being interviewed can impact this phase and the timeline.
  3. Post-Production. The third and final phase of the process during which the video is edited together. It is during this phase that the video is cut into a finished product and music, effects, and graphics are added to the mix. In some cases, minimal filming may carry over into this phase. The client producer is responsible for sharing versions of the video for feedback and revisions, as well as determining who gives final approval before delivery. 

Tips for Designing Your Video

  • Define the scope. What are you trying to achieve with your video? Once you know your audience, you should clearly define your goals and identify the key messages you want to communicate to reach those goals. What do you want your audience to think, feel, and do after watching your video? 
  • Use video as a supplement, not an overview. Video shouldn’t just be a restatement of information the viewer can find elsewhere. If the video is going to live on your website, it shouldn’t tell the viewer everything they already read. What haven’t you shared with your audience that video can help you communicate or present in a new and engaging way? 
  • Keep videos short & focused. Working memory has a limited capacity. Even if you plan the most engaging video ever, it is likely that the audience’s attention will begin to wane. As a reference, our best-performing videos begin to lose viewers at the 2-minute mark. Consider how you can eliminate non-essential information or segment your project for different audiences or objectives. 
  • Keep videos visual. It is important to consider your messaging and your prospective content for its visual aesthetic. Does your subject matter offer enough opportunities for supporting footage (B-roll) or will it rely too heavily on talking-head interviews? Determining the imagery and visual information you’d like to feature in your video ahead of time is a good way of determining if video is the right choice for your project and making the production process move more smoothly in the long-run. 
  • Know how to measure success. What does your video need to do to make this a worthwhile investment? While video is popular, it is unlikely that one video is going to substantially move the needle when it comes to enrollment in a particular program or attendance at a large event. In this case, it is important for you to consider different key performance indicators and how you want your video to help you.  
  • Keeping content evergreen. Given our limited time and resources, reshooting videos is rarely ever an option. To ensure a long shelf life for your video, it is important to consider the people who will be featured in the video and the type of content you’re discussing such as dates or events. A video cannot be reshot because an interviewee leaves the university. 

Video Production Request Form

Video projects at Loyola require, on average, 6-8 full weeks to schedule, film, and edit. This timeframe is not guaranteed and depends on other institutional priorities as well as the type of video requested. Please fill out as much of this form as possible and we will be in touch with you to discuss next steps.

All fields marked with * are required.

Contact Information
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Client Producer

Video projects require a “client producer” from the requesting department to be heavily involved in the project. The client producer is the main point of contact for the video and attends all interviews to ensure the desired messaging is being communicated. The client producer should have full decision-making authority for the project. A project cannot officially start without a client producer.

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Project Description
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Please provide a summary of your video including your thoughts on the style of video you are envisioning.
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Objectives
Examples include: To raise awareness of a service at Loyola, to increase engagement in a program, to recruit students to attend Loyola.
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What audience are you trying to reach? (Check all that apply)



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Examples include: Number of people registered for an event or program, increased engagement on social media, website visits, number of gifts, etc.
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Deliverables
We generally do not recommend marketing videos to exceed 2 minutes.
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Are you requesting multiple videos? If yes, please elaborate in the project description.
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Do you need assistance writing scripts or interview questions?
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Examples include: In an email as part of a campaign, social media, at an event.
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Disclaimers

I understand that video resources at Loyola are very limited and priority is given to videos that impact the recruitment and advancement goals of the university.

If the office of marketing and communications cannot meet your desired completion date, we will suggest freelancers that you can work with at a fee determined by them.

All video projects will need to have a client producer who is able to actively participate in the project meetings, attend all interviews and have sign off.

If the direction of a video is changed after it has been shot the original completion date with no longer be valid.

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