ik weet niet wat dit is by Naomi van der Ende

Video Production Guide Internal Use Only March 30, 2012

Video Production Guide

Table of Contents Snapshot of Video Production Process..............................................................................................1 Video Planning Meeting .........................................................................................................................2 Whiteboard 101.......................................................................................................................................4 Types of Video ........................................................................................................................................6 Video Timeline ........................................................................................................................................9 Video Script Template..........................................................................................................................11 Sample Whiteboard Script...................................................................................................................12 Sample Traditional Video Script .........................................................................................................14 Sample Storyboard...............................................................................................................................16 Sample Storyboard...............................................................................................................................20 Sample SOW for Video Whiteboard....................................................................................................24 Sample Whiteboard Video Timeline/Process ...................................................................................28 Internal Resources ...............................................................................................................................29

Video Production Guide

Snapshot of Video Production Process 

Script development (think about visuals while developing script)

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Read through (for timing)

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Script sent to client for approval

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Brainstorm visuals

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Storyboard/graphic/photo search

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Send client-approved script for voiceover

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Start filming (while voiceover is being recorded)

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Voiceover received and printed to timeline

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Continue filming/editing

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Video is reviewed by internal team

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Incorporate visual edits/additional filming/edits from team

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Video is delivered to client

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Client reviews and makes suggestions/edits (referencing timeline)

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Final edits are made

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Team reviews

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Final video is sent to client

Video Production Guide

Video Planning Meeting

Below are some issues you will want to address with your team/client before launching into the video process. 

What are you trying to accomplish? Is the video for training, education or entertainment? Determining the desired outcome will help establish messages and tone ─ or even if video is the right medium for the message.

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Involve IT from the start Are there technical limitations or security safeguards that will limit or prevent the final video from reaching the intended audiences? Do you currently have video on your site?

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Consider delivery method Will your audience be accessing the video via a desktop that can use flash? Or on mobile devices, such as iPads and iPhones, that can’t use flash (in which case, convert to MP4)? What format and dimension do you prefer to receive your videos in? Screen size and format (e.g., wnv, flv, mp4, etc.)

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Consider your bandwidth What size can the client’s IT system support? Could your network cope with 10,000 employees all watching a video at once?

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Consider the format Widescreen? Standard 800 x 600 pixels? Where will this be viewed and how? At home, at work?

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Does your audience have sound? If not, consider making a text based video.

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Who will do the voiceover? CEO, CFO, HR or other client provided speaker? Consider other options (refer to Talking Head Video on page 8). For whiteboard videos, we recommend a voice over artist, who can read the material quickly and professionally. What voice will work best? Male or female? Young or older? Get various narrators to record a sample – using your actual copy.

Is Video what you want/need or is it a Flash? Adobe Flash is a program that creates vector-based animation video. It can be text, photos, music etc. Just as a PDF can be created from InDesign, Illustrator or Photoshop, video can be created using either Flash, Final Cut, or Premiere. Flash is usually used for text animation and vector animation (not used for cinematic video, actual people, etc). Adobe Premiere is used to create the whiteboard videos. To view a sample flash video click here

Video Production Guide

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Discuss the type of music Music literally sets to tone and creates the emotional excitement. It can run throughout the video and change the direction as much as the words or images.

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Be sure to establish a review/file sharing process Video and audio files can be large and sometimes security systems will block such large files. Be sure to find a site or process that will allow you to send and the client to download the files you will be sending for review. You want be sure they are seeing the same quality material you are sending.

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Will there be employees or actors appearing in the video? There are pros and cons to both. Employees are more cost effective but you may not get the performance you want, which may take more time, and budget. Actors have to be paid, but are usually are more reliable in getting the message across that you want to convey. (See section on face to face interviews on page 7.)

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Consider your selection of vendor Keep in mind the style you are looking for, the budget and the amount of time/creative input you want to include for yourself. Generally the lower the cost of the vendor, the more time you are going to spend on project management and creative direction.

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What is your budget? (See section on Types of Videos to help with estimates. Also see Sample SOW.)

Video Production Guide

Whiteboard 101 Script Development 

Videos should be kept to around 2.5 minutes each. Think brevity at all times. Attention spans are growing smaller every day.

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Focus on delivering the message in a simple, straightforward fashion. –

For Example: Quantitative Analysis for Management — “Quantitative Analysis (QA) Provides Predictive Analytics for Managers. Forecasting models for management decisions are essential to the decision-making process and successful implementation. Simply stated: You have to know their needs and how their workforce thinks in order to communicate effectively to them.”

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There is a fine line between “breaking it down” and “dumbing it down.” We want to practice the former!

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Try to inject levity if/when appropriate, to keep the message somewhat entertaining.

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When writing a script, develop a two column style with rows. Each row has a sentence or short paragraph in the left column, the right column has reference to visual idea or placeholder image and/or what might be written on the whiteboard.

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Scripts should be written with the visual ideas in mind. They go hand-in hand.

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When you feel like you have a good script, time yourself reading through the script. Basically, a single page double-spaced word doc with 12pt type can easily fill 2 minutes.

Video Production Guide

Visuals 

When envisioning the graphic elements, make a list of them and do a Google search under “Images.” You’ll find lots of great ideas and can copy the images you find into specific folders titled with the subject of the phrase.

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Stock photos can help in building out the video.

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Once the final script is approved by the client, voiceover is recorded and mp3 audio is sent to the client for approval.

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Once audio is approved video production begins. Video can take several weeks to complete.

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All of the voiceovers are done remotely using voice talent that have their own studios and can send edited wav or mp3 files over the internet.

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A good source is voices.com. TW has established a relationship with a few voiceover folks there who can turn scripts around within around within 48 hours.

Music 

Sometimes short musical intros and endings help the video sound fresh, polished and professional.

Video Production Guide

Types of Video (Assumes 2-3 minute video) Estimating the budget for a video can be very tricky and will depend greatly on the type of video you are looking to produce. Below we have attempted to define the various types of video and provide an estimate of the cost based on our experience. We have also provided links to samples of the type of video we are attempting to define. Keep in mind these are production costs and do not include YOUR time to draft the script or manage the project.

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Whiteboard Video – Estimate for 3 minute video: $18,000 to $20,000; one to three weeks These are the videos that Tripp Holland, out of the Los Angeles office, produces. They feature hand writing on a whiteboard and a few photos or images with a simple voice over and maybe some music. These are great for explaining simple concepts or for teasers to get employees/the audience to start thinking about an issue or a topic like open enrollment, FSAs or a wellness program. To view a sample of a Whiteboard Video click here. Username: Towers Password: Towers@2012

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Traditional Video – Estimate for 3-5 minute video: $20,000 to $35,000; three to five weeks These are the videos we are most familiar with, which feature a talking head (usually a C-suite type), shot on location (usually the client facility). Or, a narrator (voice over). These videos are more complex and expensive because they require a production team (an outside vendor) to shoot and produce the video. There is also a significant amount of post-production editing required. Travel expenses may also come into play. For you and for the production team. If the client has b-roll (already shot footage of locations or images they want to use) this can save time and money. Note: When considering a vendor, keep in mind the style you are looking for, the budget and the amount of time/creative input you want to include for yourself. Generally, the lower the cost of the vendor, the more time you are going to spend on the project management and creative directions. To view a sample of a Traditional Video click here (Oxy).

Video Production Guide

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Testmonials (unscripted) Video – Estimated 2-3 minute video: $3,000 to $5,000; one week This type of video features a host with a microphone, asking people (on the street or, in the office) one or two questions. Sometimes the host appears, sometimes, the questions are asked and just the responses are taped. The video is usually filmed at one location. Other than the directed questions there is no script, per se. Of course, if you are trying to get a certain response, you can give the “interviewees” the questions ahead of time and ask them to think about their answers before they are on camera. “So why do you like working at BizCo?” To view a sample of a Man on the Street Video click here.

Tips for Face-to-Face Interviews

Have a strategy session with client Define the goals of the video. Define the ideal content. Who is the audience? What style will best speak to the audience? MTV or 60 Minutes? Who are the best candidates to be interviewees? What topics do you want to cover? What questions should you ask? Where are those people located?

Choosing the interviewees If possible, send them the questions in advance. Have them think about the answers, but not memorize them.

Dress Tell the interviewees not to wear tightly-patterned clothing. Solids are best. Avoid red.

Makeup Women can do their own beforehand. Crew should expect to do the makeup for the men and maybe touch up the women.

B-Roll Prepare to shoot a lot of it. It's good to allow as much time as you allot for interviews as for b-roll. You're editor will praise you.

Locations Well-lit, open spaces are ideal. Atriums with natural light. Mics can handle a semi-noisy environment. Tall ceilings. Interesting backgrounds. Exteriors can also work. Small conference rooms with no windows, a low ceiling and a whiteboard for a backdrop are typically the default location a video crew gets assigned to.

Interviews Above all, try to put the interviewee at ease. This can be the most challenging part of the interview process, as many of the subjects have never been formally interviewed on camera. The interviewees should speak and spell their names and titles for the editor. Interviewee answers to questions should be in complete sentences. Assume the final edit will not contain the interviewer asking the question, so the answers must contain the context of the reply. So, when asking "are you happy at your job," try to elicit, "I'm happy at my job" vs. just the answer "yes". Answers should not ramble on. Try to have your subject be as concise as possible while still addressing the topic. Slate the shots if possible to help your editor know what's coming next.

Video Production Guide

Tips for Face-to-Face Interviews

Interview/Editorial style How edgy does the client want to go? Fast cutting. Snap zooms. Shaky, MTV-style camera moves. Nontraditional interview framing. This will inform how to shoot both the interviews and the B-Roll.

Non-professionals shooting Best to shoot with a steady arm. A tripod will go a long ways. Frame the subject and content (PPT presentation?) in the same shot. Keep the camera horizontal. Point the camera toward the subject as best you can for optimal audio. And if you hear a lot of noise, so will your audience – try to minimize.

10 Graphics Ask for vector files of the client's logos and any artwork, color pallet, fonts, etc. that supports the campaign. The editor will need these.

11 Music Include where possible. This will add energy to any edit. 

Talking Head Video – Estimated 2-3 minute video: $3,000 to $5,000 to produce (not including drafting of script); one to three weeks depending on editing. This type of video features a C-Suite type talking to the camera. These can be deceptively more difficult to produce than one might think. First, you have to rely on the allure of the CEO of keep the audience’s attention for a prolonged period of time. To do this right, will require a captivating script, a makeup artist, special lighting, and a teleprompter. The client my balk at these expenses, but the CEO will want to look and sound as good as possible. Some C-Suite types like to ad lib, which in live meetings is fine, but makes editing video sound bites very difficult, especially when you are cutting a few takes together. Have them stick to the teleprompter. If you can hire a professional actor to deliver the message, even better. They are used to teleprompters and can carry emotion in their voices to keep the audience listening. If you can, try to discourage your client from just showing the CEO. After you show her once, use her voice as the audio, but try to “show” what she is talking about. (i.e. team work, financial goals, etc.) To view a sample of a Talking Head Video click here (We have a few of Haley we can use).

Here are the videos that you may share with clients: http://vimeo.com/channels/258846

Video Production Guide

Whiteboard Video Timeline (Assumes 2-3 minute video)

Step 1 Develop Concept

Step 2 Develop Script

Step 3 Create Storyboard and Visuals

Step 4 Record Voiceover and Select Music

Step 5 Produce Video

Step 6 Final Video

Step 1: Develop Concept 

Planning meeting with team – (See Video Planning meeting section)

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Come away with high level concept description document

Step 2: Develop Script (one week from start to approval) 

Draft script in MS Word with two columns. The column on right is for the text that will be read in the voice over, the column on the left is for initial visual ideas to accompany script.

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Brainstorm meeting/call with writing team and videographer to go over the script and visual ideas.

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Send script to team for approval (time of turnaround depends on how many reviewers).

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Revise script and send out for approval.

Step 3: Create Storyboard and Visuals (one week from start to approval) 

Stock photos and initial illustrations are gathered for storyboard by videographer or team.

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Develop initial illustrations and simple storyboard – doesn't have to include the full video story, but a handful of illustrations and graphics/photos; videographer or team

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Team collects PDFs /power points/photos of leadership/screenshots/any materials that will be superimposed on screen.

Video Production Guide

Step 4: Record Voiceover and Select Music (two to three days) 

Once script is approved by team, then the voiceover is recorded.

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Voiceover mp3 is then shared with client/team for approval.

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After approval of audio this can’t be changed without incurring extra cost and time.

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Music samples should also be sent to the client.

Step 5: Produce Video (one to five weeks depending on type of video) 

Purchase photos, obtain B-roll (if applicable).

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Film whiteboard/illustrations.

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Shoot original video on location (if applicable).

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Produce first draft of complete video.

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Music transitions (as applicable).

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Editing.

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Post video for review team then client review.

B-roll, B roll, or Broll is the supplemental or alternate footage intercut with the main shot in an interview or documentary.

Step 6: Final Video (3 days) 

Edit video and illustrations as needed (does not include voiceover edits if possible).

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Revised video back to client for comment or approval.

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Finalize video and post.

Video Production Guide

Video Script Template Tips Divide your paper in half; on the right have the audio/text and on the left have the visual images you want to include. Both sides should track to each other. It’s a good idea to divide your script into sections/frames. It helps as you think through the messages and transitions – and also helps with the review process. 

Read your script aloud You read 10-15% quicker in your head, so find a room and time yourself speaking your script to see how long it is. Keep the sentences short and punchy Make you point and move on. It’s also easier for the narrator. Aim to keep it under 4 minutes Our work with Siemens showed that viewers watched an average of 4:34 minutes then switched off. Avoid “corporate speak” Use a conversational tone and think about speaking to a friend.

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Frame

Visual

Voice Over

Video Production Guide

Sample Whiteboard Script Visual

Script

GOT ROI STICKER Write: The Change & Communication ROI Study launches today!

The Change & Communication ROI Study launches today!

Pictures of Kathryn Yates, Kathy Kibbe, John Bremen, Claire Muhiudeen, Richard Veal, Richard Yeo - then photo of employee onscreen

As you know, your local TW communicators and regional leadership are very excited. You should be, too!

David Letterman on screen graphics 5, 4, 3, 2 1

Here are the top five reasons why you should pick up the phone and remind your clients to participate.

#5 on-screen

Number 5!

TW logo standing out from our competitors

Differentiate Towers Watson. Did you know that Towers Watson is the only consulting firm who has any kind of research about communication effectiveness? Our competitors cite this study all the time because THEY don’t have it. We love that! And they love the fact that this study has shown effective communication is a leading indicator of financial performance. That’s right! Our study shows that companies with better communication have 47% higher total return to shareholders. That’s huge.

Building drawing with TW logo, building next to it colored green that says Our competitors- write in green marker (GREEN WITH ENVY) FINANCIAL DOLLARS VIDEO WRITE “47%HIGHER TOTAL RETURN” #4 on-screen

Number 4!

write HELP YOUR CLIENTS

Help your clients they love this information. The report has been a top seller on our website for years. Our communication clients use it to justify investment in their projects. It also highlights where companies can improve, so YOU CAN SELL NEW WORK!

flashing top seller!! Over montage of PDF covers Photo of gal at computer and write WIN!! #3 on-screen

Number 3!

draw handshake

Deepen client relationships.

photo of clients (white photo)

The ROI study is designed to provoke a conversation with clients.

video of golf balls rolling To get the ball rolling… write: learn more about your clients needs and how we can help them

If your clients participate, you’ll learn a lot about them. And, they’ll learn more about us and how we can help them.

Video Production Guide

Visual

Script

#2 on-screen

Number 2!

bug photo – lady with phones

If your clients participate, we’ll stop bugging you! For a while, at least.

#1 on-screen

And the Number 1 reason to take action now?

Super-hero photo Crowd photo with lady in the middle.

You can be the hero, for your clients and for your office.

Write the ROI study gets results Door photo opening. Write complex people problems that Towers Watson can fix Hero picture then real phone with hand dialing numbers. Calendar on board and circle the date in red

The bottom line is… the ROI study gets results. It’s a fantastic door opener for cross-LOB work, and it uncovers those complex people problems that Towers Watson can fix. Be the hero. Pick up the phone. Call your client. Make sure the invitation went to the right person and Remind them to participate! The deadline to participate in North America is May 27.

Got ROI sticker Then TW Logo

Video Production Guide

Sample Traditional Video Script Oxy New Hire Web Video Script This script had both scripted and non-scripted testimonials. Visual

Audio

Oxy logo

Music – upbeat tempo contemporary. It continues at a lower volume under the entire video except when Oxy employees provide testimonials

Motion graphics similar to recruiting video

Welcome to Oxy  you’ve joined a dynamic, international company with business operations around the globe. You’ve made the right choice  we’re glad you’re here.

Various Oxy employees  different locations, inside and outside

Welcome, Welcome ...

Begin with b/w image of the Sacramento Valley (if we have one) and build to a current-day US shot and then build to images of employees working at locations around the globe

VO #3: Consistently outperforming much larger companies, operationally and financially, Oxy is a highly regarded producer of oil and gas and chemicals … a partner, employer and neighbor of choice around the world. Oxy is the fourth-largest oil and gas company in the U.S., with more than 30,000 employees and contractors on four continents.

Use words: Oil and Gas Use existing and some new B-roll footage of oil wells and refineries in different locations/countries.

Our Oil and Gas operations are concentrated in three geographic regions – the U.S., Middle East/North Africa and Latin America. Exploration and production activities are focused on large, long-lived oil and gas assets with longterm growth potential. We are a leader in applying advanced technologies to boost production and access hard to reach reserves.

Use words: Chemicals Use existing and some new B-roll footage of chemical engineers, chemical processing and manufacturing. etc.

OxyChem is a major North American manufacturer of PVC resins, chlorine and caustic soda – key building blocks of widely used products such as pharmaceuticals, water treatment chemicals and plastics. For every product it makes, OxyChem’s market position is No. 1 or 2 in the U.S. and No. 1, 2 or 3 in the world.

Use words: Midstream and Marketing Use existing and some new B-roll footage of pipelines, storage facilities and trading floor.

Oxy’s Midstream and Marketing segment gathers, processes, transports, and markets crude oil, natural gas, carbon dioxide (CO2) and power. This segment operates gas plants, storage facilities and pipelines. In addition, the marketing and trading group engages in commodities and securities trading for Oxy and third parties.

Video Production Guide

Visual

Audio

Images of employees learning/training in the field, at oil wells etc.  employees using PCs learning online

You will play a vital role at Oxy. We look for employees, like you, of exceptional talent with the potential to take on new challenges and succeed. Because you are critical to our continued success, we are committed to helping you realize your full potential and achieving new levels of professional excellence. At Oxy, we offer many training and development opportunities at all levels and locations. We encourage you to seek out these resources and take advantage of these training opportunities.

Oxy employee interview/testimonial

I like working at Oxy because of the on-the-job training offered here... OR I like working at Oxy because of the ability to advance my career...I’ve been at Oxy a long time...

Images of employees working safely at Oxy locations both in the field and offices

In a fast-paced industry that demands precision, we provide a workplace where the safety and well-being of our employees is paramount. Based on U.S. department of labor metrics, Oxy also is one of America’s safest companies – in any business sector Many OxyChem facilities have achieved Star status under the OSHA Program as being among the safest work sites in the U.S.

Oxy employee interview/testimonial

Safety at Oxy is a key priority...

Cover and pages of the Social Responsibility Report Show employees interacting with individuals in other parts of the world, or with children or teaching kids to read (these are from videos already on the Oxy.com website)

Dedicated to operating responsibly, Oxy respects the environment … actively engages in the communities where it operates … promotes human rights … and generates positive economic impact far beyond the oilfield. We hope that as a member of our community, you will take pride in all that Oxy stands for and look forward to the individual contributions you will make as a member of our global team.

Oxy employee interview/testimonial

Social responsibility is important to me, ...Oxy truly cares...

Screen shot of the Home page, focus on the top tabs

Now that you are on board, the opportunity to build your career at Oxy and “Make Your Mark” has begun  and we know that you’re anxious to get started. This New Employee Web site is designed to get you up to speed quickly. Each tab on the home page leads to information you will find helpful in your first few months, including policies and procedures, checklists and information about your Oxy Benefits.

Images of employees working at variety of jobs

At Oxy, we approach our business goals with integrity, and a strong desire to be the best in the industry. We believe in empowering our employees and encourage and reward creativity and initiative in getting the job done. We encourage you to look for new challenges in your job and make your career at Oxy a long and fulfilling one.

Group of Oxy employees

Welcome to Oxy!

Video Production Guide

Sample Storyboard Exploring Retirement Choice Frame

Visual

Voice Over Anadarko logo

Explore> Your Choice l Your Future logo

Explore your choice, your future. In this video, we’ll discuss the one-time opportunity to make a Choice about your future retirement program.

Exploring Retirement Choice 2

<Draw the following; roughly follow chart provided> 30-Year Treasury Rate 19XX – 2011 [TBD]

Let’s begin with a little background on why Anadarko is offering you a Choice. It all boils down to interest rates, which have been at a historic low. The current retirement programs use a 30-year US Treasury rate, published by the IRS, to calculate lump sum pension benefits. The rate changes every year.

<Draw following table or post a “stickie” note on the whiteboard that shows table.> CURRENT PROGRAM Interest Rate Lump Sum

Low

High

[Big bag of money]

[Little bag of money]

1 – Elect new retirement program 2 – Stay with current retirement program

This Treasury rate plays an important role in converting your monthly annuity to a lump sum payment option. When the interest rate is low, more money is needed as a lump sum to last a lifetime. When the interest rate is high, less money is needed. To address the impact of interest rate fluctuations, we’re offering a new retirement program. You now have a choice of how you earn future retirement benefits. You can either elect the new program or stay with the current program.

Video Production Guide

Frame 5

Visual

Voice Over

First, let’s look at the new program.

New Retirement Program A

Current Pension Benefit

PWA

Through 12/31/11

Beginning 1/1/12

interest rate  3.18% or  % @ early retirement age

 Pay and interest credits  Additional 4% to 401(k)

The new retirement program is made up of two components. “A” is your current pension benefit, based on your years of service and final average pay through December 31, 2011.It has a special feature that LOCKS IN the interest rate used to calculate the lump-sum payment option when you retire. [Add emphasis:] This provides a level of interest rate protection you do not have today. If you are eligible for early retirement this year, or if you become eligible for early retirement during 2012, your rate will lock in at 3.18%. If you become eligible to retire after 2012, your interest rate will lock in at the rate in effect for payments made during the year you reach early retirement eligibility. When you retire, your lump sum will be calculated using your lock-in rate or the interest rate in effect on your retirement date, whichever produces the larger lump sum. “B” is the benefit you’ll earn beginning January 1, 2012 under the Personal Wealth Account (or PWA) formula. Your account will grow with pay credits and interest credits until you retire. You’ll also receive an additional 4% Company contribution to your 401(k) Employee Savings Plan account. If you choose the new program, when you retire, your total pension benefit will be the sum of “A plus B.”

<Write: Current Retirement Program 

Current formula



Lump sum based on interest rate at retirement >

If you choose to stay with the current retirement program, nothing changes for you. You’ll continue to earn benefits under your current formula. If you elect a lump-sum payment option when you retire, it will be based on the interest rate in effect on the date you elect your benefit payment.

Video Production Guide

Frame 7

Visual

Voice Over

You can elect the new program or stay with the current retirement program beginning September 16 through November 15, 2011. You may change this election at any time up to the November 15 deadline. After that, your election is irrevocable and cannot be changed. If you do not make an election, you will automatically remain in the current retirement program.

The decision to move to the new program or stay in your current program is an important one that only you can make.

<Write “Age.”> <Write “Service”> <Write “Tenure.”> <Write “Retirement.”> 9

The program that best suits you depends on your personal situation – including your age, years of service with Anadarko, and how long you expect to remain with the Company.

<Pan back to table that shows interest rates and lump sum values going up or down.> <Write “Interest rate fluctuation” or draw squiggly line to represent “fluctuation”> Current You bear risk

As you make your decision, here are some things to consider. How will future interest rates affect your benefits?

New Some protection is provided

Under the current program, you bear the risk of interest rate fluctuations that affect your lump sum payment option. The new program has a special feature that LOCKS IN the interest rate used to calculate the lump sum benefit you earn under the current pension through December 31, 2011. This provides a level of interest rate protection you do not have today.

How will changes to your pay affect your future benefit? Gradual increases in pay tend to be more favorable under the PWA because you receive pay credits and interest credits each pay period. If you’re on a fast track and expect rapid pay increases, the current program may be your better choice because your future benefit is based in part on your final average pay.

Video Production Guide

Frame 11

Visual

Voice Over

How long are you planning to work at Anadarko and when do you plan to retire? If you aren’t sure you’ll spend the rest of your career at Anadarko, the new program may be your better choice because it provides steady growth each pay period. If you intend to stay with Anadarko your entire career, the current program may be your better choice because it rewards long-term service.

We understand how important this decision is to your family’s financial future. To help you make an informed decision about your choice, we are providing: 

The online Choice modeler so you can model your future benefits using a variety of scenarios,



A 2011 Choice Decision Guide that will be mailed to your home in September, and



Education through videos, employee meetings, webinars, and access to retirement plan experts.

It’s your Choice, your future. 13

Remember – you must make an election by November 15, 2011, if you want to elect the new retirement program. You can make or change your election anytime online through November 15.

<Write “Questions?”

Have questions? Look for more information in the coming weeks – and be sure to check out our other videos to learn more about your retirement Choice.

Video Production Guide

Sample Storyboard Introducing the Account-Based Health Plan (ABHP) Frame

Visual

Voice Over Welcome to an overview of Dynegy’s medical program: the Account Based Health Plan, or “ABHP.”

Beginning in 2012, for eligible non-union employees, Dynegy will only offer the ABHP medical program coverage option. This video is designed to help you learn more about the ABHP.

Write:

The ABHP is a high deductible health plan. This means the annual deductible must be met before the plan pays benefits for nonpreventive covered services and prescription drugs, but in-network discounts will still apply. The ABHP uses the Blue Cross and Blue Shield of Illinois, or “BCBS,” network of providers.

Write:

The in-network annual deductible is $2,000 for individual coverage and $4,000 for family coverage. All covered charges for nonpreventive services and prescription drugs count toward the annual deductible.

Video Production Guide

Frame

Visual

Voice Over

Draw:

In-network preventive care is covered at 100% with no deductible, and the company is making certain preventive prescription drugs available at no cost.

Draw:

Once the annual deductible is met, the plan begins to pay an 80% benefit based on contracted rates for in-network services and reasonable and customary limits for out-ofnetwork services. You are responsible for paying the other 20% coinsurance.

Write:

Keep in mind, if you use in-network providers, the negotiated fees will not exceed the contracted rates and you will receive the negotiated discount.

Write:

If you satisfy the out-of-pocket maximum – $4,000 for individual coverage and $8,000 for family coverage if in-network – then all covered charges are paid at 100% by the plan for the rest of the year.

Video Production Guide

Frame

Visual

Voice Over

Draw:

To help offset the ABHP deductible, Dynegy will make a contribution to a Health Savings Account, or “HSA,” for employees who enroll in the ABHP.

Draw:

An HSA is a tax-advantaged medical savings account available to eligible individuals enrolled in a high deductible health plan (such as the ABHP). It can be used to pay for qualified medical, dental, vision and prescription drug expenses with tax-free dollars.

Draw:

If you enroll in the ABHP, Dynegy will make a contribution to your HSA in 2012. The company will contribute $300 for individual coverage and $600 for family coverage. You are not required to make a contribution to the HSA in order to receive these funds from the company.

Write:

Federal law limits the total annual amount you can contribute to an HSA each year. The maximum includes both your contributions and Dynegy’s contributions. In 2012, a total of $3,100 can be contributed to an HSA for individual coverage. Since Dynegy will contribute $300 to your HSA, that brings your maximum amount to $2,800. In 2012, a total of $6,250 can be contributed to an HSA for family coverage. Dynegy will contribute $600, and you can contribute a

Video Production Guide

Frame

Visual

Voice Over maximum amount of $5,650. If you are age 55 or older, you may be eligible to make an additional catch-up contribution. Also, if you are married, special rules may apply.

Write:

Let’s review the advantages of HSAs and how they differ from the current Health Care Flexible Spending Account, or “FSA.” With a Health Care FSA, any balance you accrue must be used before the end of the year (or any applicable grace period). With an HSA, your balance rolls over from year to year, earns interest and continues to grow taxfree. Plus, an HSA is portable. You can take this money with you if you change medical coverage or leave the company. There is no “use it or lose it” rule. These funds belong to you and can be used for qualified medical expenses now or in retirement.

Draw:

If you participate in the ABHP, you can still contribute to a Limited Purpose FSA. The Limited Purpose FSA can be used to reimburse only eligible vision and dental expenses. The same rules that apply to the Health Care FSA also generally apply to the Limited Purpose FSA. If you don’t use your funds at the end of year (or any applicable grace period), you lose them.

Draw: Question mark

That covers our review of the ABHP. For more information, visit the myDynegy portal. If you have questions, contact the Total Rewards Service Center at 1-800-611-4488. Customer Service Representatives are available Monday through Friday from 8:00 a.m. until 6:00 p.m., Central Time.

Video Production Guide

Sample SOW for Video Whiteboard Date 2012 Address Dear Client: On behalf of Towers Watson, we appreciate the opportunity to bid on the development and production of a video that supports your __________________ initiative. This letter outlines our understanding of the opportunity, Towers Watson differentiators, our recommended approach and estimated consulting and production fees.

Our Understanding of the Opportunity Based on our recent discussions, we understand you would like to produce a video that will be used for multiple purposes. The video will: 

Be used at new-hire orientations going forward;



May be posted; and



May be copied and included in employee annual enrollment packets mailed to employee homes.

The video is intended to provide an overview of the 2012 health and welfare benefits program but will primarily focus on helping employees maximize all of the tools and resources available to help them get the maximum value of their benefits.

Towers Watson Differentiators We are excited about this opportunity and will bring with it our team’s: 

Experience with your company’s preferred communications style. Sound bites, bold headings, direct and action oriented – our experience working with you and the Benefits Team on other projects (annual enrolment) will inform our approach and writing style on this project.



Knowledge of your corporate branding. We are familiar with your branding and will ensure we adhere to it in all aspects of our recommended approach to this project.



Creativity. We have given considerable thought to a project approach that will meet your needs creatively and reflect the innovation that your company promotes across the organization.



Knowledge of your people. In thinking through an approach, we have kept the employees we’ve met through other initiatives in mind. We know employees often feel inundated with messaging at work, and we want their experience with this video to be memorable.

The information the video contains is too important to risk a “boring” presentation. In the following section, we have outlined a creative approach to benefits education – using the innovative “whiteboard” to grab attention and make learning entertaining.

Video Production Guide

Our Recommended Approach: Grab Attention, Make Learning Fun and Engaging Using the “Whiteboard” Approach What is the “whiteboard approach?” Whiteboard “explainer” videos have become hugely popular ever since the “UPS guy” made a splash with this format a few years ago. Their popularity is mainly due to the fact that they allow you to remove confusion and transform something complicated into clear, effective illustrations and voice over. They allow you to tell a story using both auditory and visual metaphors to explain complicated things, simply. Cartoons and animations were a big part of most people’s childhoods and, whether we realized it or not, they helped us to learn a lot about the world. They still appeal to us as adults and help make understanding new things fun. Towers Watson has produced whiteboard videos for many clients, and we are excited about the prospect of creating one for you. We suggest a three-minute whiteboard video that includes the following segments and formats:

Segment Introduction Quick Overview of What’s New and What’s Changing Actions to Consider and Wrap-Up

Suggested Timing

Suggested Format

30 seconds



Onscreen graphics

2 minutes



Whiteboard photo montage (onscreen images include hand placing photos on whiteboard; pictures help people understand and retain ideas and information) Whiteboard illustrations



Whiteboard graphics and illustrations

30 seconds

Music transition and professional voice over (narration) will be interwoven throughout to create a polished, professional and interesting video for your employees. We welcome the opportunity of sharing actual samples with you and your team to let you experience first-hand the power of this type of approach. We can share samples via a webcast, or an in-person meeting at your offices.

Estimated Consulting and Production Costs The following provides estimated costs to produce a whiteboard video based on assumptions we have made to video length and content. We have also described the steps in the process to give you a better feel for how the video comes to life, as well as suggested timing for each major step in the process.

Video Production Guide

We can accelerate or modify timing based on your needs. We have indicated with bold, italics your role in each step of the process to help with resource planning. Step

Description

Step 1: Develop Concept

   

Step 2: Develop Script

  

Step 3: Create Storyboard and Develop Visuals

 



Step 4: Produce Video

  

Est. Timing

Planning meeting to finalize objectives, agree on video contents and ideal length Determine final format (online, iPhone, BlackBerry) TW to develop high level concept description and submit for your approval You review, suggests modifications, etc.

2 weeks

TW develops script, based on the final, approved concept, suitable for a 3-minute whiteboard video TE reviews script and provides edits to TW TW fees include development of a preliminary draft and up to 2 rounds of revision implementation (for a total of 3 drafts)

Preliminary draft of script provided 2 weeks following final approval of concept

Development of storyboard based on final, approved script You review storyboard (which provides an overview of what employees will see on-screen at various points in the script) and provides edits to TW TW fees include development of a preliminary draft storyboard and up to 2 rounds of revision implementation (for a total of 3 drafts)

Preliminary storyboard provided 2 weeks following final approval of script

TW will produce video, including voice over and applicable musical transition You review preliminary cut of video and provide edits to TW TW fees include up to 2 rounds of revision implementation in total once video is produced

Preliminary cut of video is provided 2 weeks following final approval of storyboard

Estimated total*

Revision process is estimated at 1 - 2 weeks

Revision process is estimated at 2weeks

$25,000 - $35,000

Estimated total does not include photography purchases and costs associated with purchasing and burning the desired number of DVDs. Estimated total does include costs associated with voice over narration, development of storyboard, and actual production (studio time) of the video. Please note that production costs will increase if the video length is longer, edits are made beyond the numbers specified once it is produced, etc.

A Note About Fees and Assumptions Excessive rounds of revision beyond those specified on the preceding page will increase consulting and, where applicable, graphic design fees. Please note that the fees shown in this letter do not include travel, photography or any other out-of-pocket expenses that apply. In addition to consulting fees and in accordance with standard practice, there will be an administrative cost equal to 7% of consulting fees for administrative services, fax transmissions, express mailing, etc. This project would assume all Terms and Conditions as signed by _______________ on ____________________.

Video Production Guide

Our internal compliance rules necessitate that we obtain your written approval to begin the project. If the scope of work and estimated fees described meet your expectations, please sign where indicated below and email or fax this back to us.

Thank you, again, for this opportunity. Please feel free to contact either of us should you have any questions or comments.

Sincerely,

Account Manager

Senior Communication Consultant

cc: Tripp Holland

ACCEPTED BY:

Name, title

Date

Video Production Guide

Sample Whiteboard Video Timeline/Process Discussion Draft — Date Step

Date

Step 1: Develop Concept  Planning meeting to develop high level concept description (2 hour meeting)

Mar 5-9

Step 2: Develop Script  Assumes 2-3 minute video, one version/topic  Script is in MS Word with both visual ideas and voice over script

Mar 12-16

Step 3: Create Storyboard and Visual  Gather images for storyboard  Develop initial illustrations  Collect applicable client documents, logos and images to be used on screen

Mar 19-23

Step 4: Record Voiceover  Once script is approved, voiceover is recorded  Voiceover mp3 is shared for approval

Mar 26-30

Step 5: Produce Video  Purchase photos (if applicable)  Filming/illustrations  Music transitions (as applicable)  Editing  Produce 1st draft of complete video for review

Apr 2-6

Step 6: Final Video  Edit video and illustrations as needed (voiceover edits may extend timeline by 1-2 days)  Revised video sent for approval  Finalize video and post online

Apr 9-13

Video Production Guide

Internal Resources 

Ant Bird (London) Experience setting up statistics, making it viral, surrounds and multi-format advice



Brian Collins (San Francisco) Experience with general planning, production



Mary Endress (Los Angeles) Experience with sales, pricing and creative direction



John Finney (Detroit) Experience writing scripts for webisodes



Tripp Holland (Seattle) Video Producer. Our TW expert on whiteboard videos



Valli Thornton (Los Angeles) Experience writing traditional and whiteboard scripts for clients like Amgen (retirement), BP (recruiting), Nestle (NB), and Oxy (new hire orientation)



Sara Vallas (Seattle) Experience writing scripts for many of the internal whiteboard videos and clients like Aramark



Matt Zinanni (Chicago) Experience with creating Flash videos.



Kate Van Hulzen (Houston) Experience in writing and producing traditional videos using storyboards.



External Video Production Vendors Click here for a full list of vendors we have used to produce videos for clients [link to talent link].

Comments When considering a vendor, keep in mind the style you are looking for, the budget and the amount of time/creative input you want to include for yourself. Generally the lower the cost of the vendor, the more time you are going to spend on project management and creative direction.