How To Make a Marketing Video on a Budget


Day 1. Concept and Pre-Production (Half Day)   1:00pm – 5:00pm

1:00pm – 3:00pm

Introduction and Overview

  1. Understanding the client needs in order to define your marketing goals.
  2. Idea and concept development
    • Reference Videos – Where to look for reference videos and how to analyze them.
    • Competitive Review – What type of videos are they producing? How to know if they are working for them.
    • Budget Estimate – How to tell if your video idea matches your budget.

2:00pm – 3:00pm

Review four popular types of video with case studies

  • Interview-based
  • Event-based
  • Production design-based
  • Text and still images-based

3:00pm – 3:15pm

Coffee Break – coffee & tea provided

3:15pm – 5:00pm

Creating a Treatment, Outline and Script

  1. Pre-Production Planning
    • Budget (template provided)
    • Crewing, actors, set-design, propping and other production costs.
    • Production schedule
    • Call sheets
    • Additional needs (location approvals, release forms, gifts for actors, etc.)

Day 2. Production (Full Day)   9:00am – 5:00pm

Making a Video on a Budget: Schedule

9:00am – 12:00pm

Making your image look and sound good (in theory)

  1. Basic lighting and framing
  2. Designing your set: location and wardrobe
  3. Using background elements as storytelling
  4. Directing talent
  5. Capturing clean sound: troubleshooting ambient audio issues
  6. Lightweight and affordable equipment
  7. Shooting fancy B-roll

12:00pm – 1:00pm

Lunch on your own

1:00pm – 5:00pm

Making your image look and sound good (in practice): Practical demo of all the concepts learning during the morning.

  1. Choosing the frame and camera settings
  2. Lighting
  3. Dressing the space and the talent
  4. Clearing up audio interferences
  5. Testing sound
  6. Shooting demo footage with talent
  7. Shooting B-roll of the space
  8. It’s a wrap! (or “when to let it go”)

Day 3. Post-Production (Full Day)   9:00am – 5:00pm

9:00am – 12:00pm

Video Editing

  1. Introduction to Adobe Creative Cloud.
  2. Basic editing tools and workflow
  3. How to easily animate still pictures
  4. How to cover shooting “mistakes”
  5. How to design fun credits
  6. Finding royalty free music
  7. Editing audio
  8. Editing to the music beat

12:00pm – 1:00pm

Lunch on your own

1:00pm – 4:00pm

Hands-on Lab: Use Adobe Creative Cloud to edit audio and images from raw footage to finished marketing video. Students will be provided with demo footage, royalty free music, interview sound bites, B-roll and graphics so they can create and edit their own demo video and apply all the concept learned during the morning session.


Presentations of final edits. Feedback and conclusion.


Basic DSLR cameras, audio gear will be provided. Adobe Premiere will be taught on a Mac. Bring your own Mac laptop or request a loaner prior to the start of the workshop.