Candidate Videos 101: đź“ť Before You Film
A winning campaign video doesn't start with a camera; it starts with a strategy. Before a single frame is shot, we work with our candidates to lay the foundation for a high-impact production. Use this checklist to prepare for your shoot with the Crombie Marketing team.
Checklist:
✅ Identify who you’re talking to and why you’re making a video.
âś… Identify what platform these videos will be played.
âś… Have a strong call to action.
âś… Write a script or outline before the shoot.
âś… Identify where to shoot and what b-roll to film.
âś… Enjoy the shoot.
“Who” and “Why” First
Every video should have one primary objective. Before the videographer arrives, define the "why" and the "who."
What is Your Primary Goal? Are you introducing yourself to the district, attacking an opponent’s record, raising funds, or making a final "Get Out The Vote" (GOTV) push?
Who is Your Target Audience? Are you speaking to the base to fire them up, or persuading undecided independent voters in the suburbs?
What is that "One Thing"? If a voter remembers only one sentence from this video, what should it be? And to take it a step further, what should they remember in the first two seconds of a video?
Once you’ve defined your goals, stick to them! Once you’ve defined your audience, message to them!
Put Pen to Paper
Now you know your “who” and “why”, now “what” and “how”? Prepare the right message on the right platform for the right people. Be specific!
Identify Platform: Are you trying to reach an audience who uses YouTube as their primary source of news and entertainment? Facebook? Instagram Reels? Hulu? The platform your audience is using should determine how you produce your video in a way that reaches your voters where they are watching. This could mean videos in horizontal or vertical format, :06, :15, or :30 videos vs one minute plus, tone, camera quality(high-end cameras vs iPhone), and more.
Write a Script: Now you know how long you should make a video and what you’d like to communicate, now write down what you’d like said and what you’d like on screen. Read it out loud. Ask yourself, “Does this connect in a way I’d like it to with my audience?” If not, change it up.
Bonus tip: Keep it quick. Attention spans are short, get your message out there quickly and creatively. Make sure you hook your audience in the first three seconds.
Plan Visuals: When a candidate is running for office, it should be clear which community the candidate seeks to represent. One way this can be accomplished is implementing key visuals in your script and then in the b-roll.
Identify the Shoot Location: Whether at a park, a business, or your house, you should identify what shoot location will provide visual appeal and is practical for cameras and microphones(think noise).
Choose an Outfit(s): Make sure your clothes fit the message you’re wanting to convey and work well with your setting.
Landmarks & Geography: Are you seeking to represent a town that has a unique landmark or geography? Do you have a statue of Paul Bunyan downtown? Do you represent a mining community? Write those visuals down for our videographers to capture b-roll.
Candidate-Specific Visuals: Are you a cattle farmer? Let’s film you herding cattle. Are you a veteran? Try to find the photos of your time in service. Play baseball? Get the glove out! Our team loves capturing you doing what you love to do. It’s helpful when you prepare those materials for visuals as necessary to your script.
Call to Action (CTA): Every video must end with a clear instruction (e.g., "Vote on November 3rd," "Donate today," or "Join the movement"). Show the audience why they should be invested, help them make that decision themselves.
Enjoy the Shoot!
Once you’ve hammered out all the details beforehand, the filming should go smoothly. We also recognize that no matter the amount of preparation and planning, circumstances often arise that require change and improvisation, but that is nothing new for us!
Our team will work at the pace that you’re most comfortable with and will make you look, sound, and feel good. We appreciate you working with us and enjoy helping in your success!
— Louis
