For more information about internships with Absolute Marketing Group please contact Sara Bakken sarab@absolutemg.com or call 701.478.1111.

Matthew Sullivan

Alice Arentson

Samantha Pfingsten

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Josh Slebodnik

He is a 2011 M State graduate with a Web Development degree. In his short career so far, he has worked on and developed 20 plus WordPress websites and counting. Slebodnik brings a full plate of skills to the table with experience not only in HTML, CSS and Responsive Web Design, but also in graphic design and video editing. He has gone the extra mile as a WordPress Web Developer at Code Roadies in Grand Forks, North Dakota; at Nereson Detail in Detroit Lakes, Minnesota; and as a freelancer in his spare time.

For additional information, please contact Absolute Marketing Group at 701.478.1111 or email info@absolutemg.com.

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Image credit: Absolute Marketing Group

In my college TV Production classes, I was that girl. You know the one who would come up with the concept, call the location, get the actors together, run the camera and act, if needed. I did it all. It was fun seeing our vision come to life, but it was also a lot of responsibility being in charge of all the moving parts.

Many people are hip to the ways of TV and how it all works behind the scenes, but what many don’t realize is how quickly it can fall apart if the pre-production isn’t handled well. It’s like being the project manager on “The Celebrity Apprentice” and your ass is grass if it doesn’t go well. Oh, and Gary Busey is on your team.

Today, as a Writer/Producer/Talent Coordinator I wear many pre-production hats and figure out answers to questions like: Who’s getting that together? Who decided that? Where are we going again?

1. From the Get Go

Pre-production starts with knowing the client’s requests from the beginning. If you get confusing or conflicting information or, even worse, midstream changes, how will you be able to get it all together to execute? Certain clients are very specific about who and what they want representing their brand and should almost come with a rider. Like in show biz, performers have a rider or list of technical and hospitality demands the venue’s crew is to locate before a show. Similarly, designers and writers reference Brand Etiquette as a guideline for marketing, so it would only make sense to have a list of client guidelines to follow when pre-planning for TV.

Imagine writing and organizing a very large video production – including going through the casting process – only to find out later: the client wanted a different set location, an actor with a different hair color and are having second thoughts on the already approved script. If you change one element, it can throw a wrench in the entire production.

At times, it works out for the client to assist in the pre-production process, by either casting their own talent or scouting the location. But it’s only truly helpful when they consider all the elements for the crew. Paying attention to the details – like the acting direction in the script or the costuming  - are the keys for a successful production. Every client is different and every production is different. So it’s even more important to communicate with the client in these situations for the best outcome.

2. Use Your Words

Knowing the script is probably the most important piece of the pre-production process. This coming from a writer, of course. But, truthfully, everything starts with the concept and the content of the script. To be prepared, the production crew should know the script front to back and side to side. If you don’t know what the script calls for, how will you plan the camera set ups or be ready to direct the actors?

As a side note, money talks, so knowing what your client is willing to spend long before you write the script is an important piece of the puzzle. Know the capabilities of your crew and their resources available. If you write about flying helicopters in a tornado, and the client goes for it, you better have the ability to do it.

3. Picture This…

Drawing out each camera shot or storyboarding is essential to the success of every commercial shoot. Having it ready for the client to approve in advance is even more helpful; about a month to two weeks ahead of the shoot date is suggested. It allows the client to envision the layout of the commercial, and also helps the Producer with all the crew and actor questions, before and during the shoot.

In my experience, more questions come from actors than any other individuals on the TV set. And why shouldn’t they have a million? After all it’s their likeness on the line, and your client’s reputation reflected through them. Actors have a ton of pressure on them. The more information you can prepare ahead of time, the better. When your production crew is on their game, then the actors will be more relaxed and on their game, and the shoot will go more smoothly.

4. Talent and Costumes and Props…Oh My!

Talent can be fun, but talent can also be a beast. Not only do you have to follow photo release rules, you also have to contend with agents and buy out fees, asking your talented friends to work for you and, of course, worrying about the client liking your final choices.

In my experience, everyone wants a piece of the casting couch pie, but they also want a bottomless well of options, which doesn’t always occur in a smaller market. Personally, I’ve been active in theatre in this area for 15 years, so I’ve built connections with talented friends I can call upon. Even so, there are times where I still have to dig to find the gems that satisfy all parties.

The hardest part of any pre-production will always and forevermore be selecting the talent. One major lesson I’ve learned is: You cannot depend on a resume to reflect experience. If your client is willing to pay for the time, set up auditions so you can preview the talent on camera or at least to review their look and line delivery. If you can’t schedule auditions, get a video clip of any past work or performances.

Costumes and props are next, and inevitably fall to the Art Director’s vision. Typically the first questions from your talent are, “What should I wear?” “Should I bring anything else?” It’s best to tell your actors to bring a few clothing options to the shoot. It never fails: you’ll say “look natural” and the actors show up spray-tanned with acrylic nails and gobs of makeup on. If they bring options, you can at least dress them up or down as needed.

Get the props list figured out in advance. I like to avoid last minute running around, especially if your local stores don’t carry unique items or you need to rent equipment. Getting everything lined up ahead of time simply reduces stress and promotes smooth sailing.

5. Cruise Director

From my experience, there are generally too many cooks in the kitchen when it comes to directing. I’ll blame it directly on MTV…why not? Everyone craves the experience of being Ashton Kutcher, admit it. But really, there is a nugget of truth to that statement. I think the best directors are those who have been actors, because in order to know how to direct, you should know how to act.

Acting is a pressure spot. In order to get the best out of your actors, you should know how to coach what you want out of them. Most of this comes from knowing how to interpret a script and create emotion from it.

Master of Ceremonies

On any production, you’ll have the doers and the directors….and you may even have a few Gary Buseys to deal with. But if you have clear lines of who is doing what and who is in charge, you will have the makings of a successful production.

I still go gaga over a TV production project. I still love seeing it all come together, and in the end all of the planning ahead is worth it. Always remember that you’re on a team. Everyone is there to help each other through the process. No one person is the star. When it comes to pre-production, your job is to let your client “stand still look pretty” and give them what they want: a stellar final product.

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The creation of a video is usually broken down into three parts, each playing a vital role:

                 1. Pre-Production – the concept creation and planning phase.

                 2. Production – the execution resulting from the pre-production plan.

                 3. Post-Production – the capturing editing and special effects.

But why is pre-production so critical to the outcome of the project?

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I also wasn’t aware I was about to experience Ad Fed’s version of one highly-caffeinated, Zooey Deschanel-lookin’, Web coding, crowd-pleasing genius! Or to the rest of the god-fearing world, Interactive Development Director, Jenn Lukas, of Happy Cog Studios in Philadelphia.

With her highly entertaining and energetic personality and presentation style, Lukas held the room’s attention like a cat Tumblr blog. Let’s try that again…She used her very own cat Tumblr blog to hold the room’s attention.

During her talk, Lukas bounced around like the average Web user offering listeners a bevy of ways to quench their thirst for coding and CSS learnin’.

But all jokes aside, how do you really get started learning Web code? Well, Lukas mentioned:

1. Don’t be lazy.

2. Yup. She said it. And find some friends who want to learn too, and won’t let you be lazy.

3. Most people simply don’t have time to learn coding, but carving out time is easier if you have:

• A starting point or a list of cool sites to reference. See her “faves” below.
• Support. There’s the lazy part.
• Realistic goals and time frames.
• Excitement…to counteract the fear of failing and any lazy hangovers.

Image credit: creatista / 123RF Stock Photo

SHARING IS CARING

Lukas has a passion for lowering the barriers of technology, and to support women in that quest, she teaches HTML and CSS classes for girldevelopit.com. Motivated by her belief that “bad education hurts,” Lukas’ teachings focus on problem-based learning. She’ll start easy, with her novice coders working on a solution for a problem, like developing an online resume. Having a personal goal to work toward – with all the content you could ever need – creates a rewarding experience and a completed project as a result.

Her advice is to start small and search a few sites on learning HTML or free CSS tutorials.

Some of her faves are:

css-tricks.com  |  w3schools.com  |  tryruby.org  |  codepen.io

github.com  |  cssdeck.com  |  codeyear.com  |  codeavengers.com

coderace.me  |  bloc.io  |  devbootcamp.com

There’s even a site that helps squash the bad information at w3fools.com.

Lukas understands the more coders you have, the more content you have to share. So share your knowledge and help each other out. To find others like you, or to share advice either online or in your area visit:

skillshare.com  |  meetup.com  |  ladiesintech.com

Learning how to code is all the craze and everyone wants in. Even the kids are doing it! There’s an online petition to get coding taught in elementary schools through a non-profit foundation dedicated to computer programming education at code.org. Who knew?

A FANTASTIC VOYAGE

So did I enjoy the speaker, you say? Well, it was like one of Lukas’ favorites: coffee. She was a stimulating, yet whimsical hazelnutty treat topped with a jolly dollop of whipped cream goodness. I liked her a latte. Her presentation was extremely satisfying and “good to the last drop.” Warm and inviting. Ooh! One more. One more. She was a simmering bit-o-joy in every sip of CSS.

Ok. I’m done.

Sidebar: When I asked how many cups of coffee Ms. Lukas drinks in an average day, she quickly said her morning had started with her own “personal carafe delivered to her hotel room” and that she indeed had “requested a straw.” Now, that’s speaking my language.

As I walked away from the Ad Fed Speaker Event, Lukas’ words of wisdom resonated with me: “When life gives you lemons, make llama-ade.”

You sorta had to be there.

Curiosity peaked? Hop on jennlukas.com and tweet with her @JennLukas to experience this sugary-sweet high for yourself.

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Photo Credit: istockphoto.com

It’s simple. When you start a new job, you get a handbook of policies or rules to follow. If you didn’t, everyone would make up their own interpretation of what is expected, which generally leads to confusion, chaos and a whole lot of wasted time. It would be like playing a game of telephone: the first person whispers an idea in your ear and, as it travels down the line, it morphs into a twisted message that comes out all wrong at the end. This is not to say individual ideas are unwelcomed, but when it comes to getting everyone on the same page, universal solutions tend to work best.

The same goes for Brand Etiquette, or what is more generally known as a Brand Standards Guide. Brand Etiquette not only sets up the rules or “manners” of design, but also helps employees – who may not have a background or knowledge of design – stay within the boundaries of the creative brand decisions. And when employees follow suit, it makes it that much easier for customers to recognize your brand and bypass confusion altogether.

1. Messy Margins & Lazy Logos

Brand Etiquette comes in handy for clarifying an array of sticky design situations, from fonts to color palettes to logo sizes. You may think these are trivial items, but then think about what could happen if people without design experience – or the wrong software – got their hands on your logo files. What if you send out a cockeyed company letter with the wrong margins, wrong company colors and a pixilated logo? Honestly, it just makes you look sloppy and unprofessional. It comes off as if you don’t care. And that’s not the message you want to send to your clients. Brand Etiquette helps designers and employees handle these communication elements effectively.

2. That’s My Story and I’m Sticking to It

A company mission statement sets people at ease. It tells the world why your company exists, what you hope to achieve and what your customers and employees will come to rely on from your brand. Consistency is the main objective here. Consistency sends a message of fulfilled expectations and reliability.

In the same vein, taglines and slogans – which are essentially the same thing – are also very important to your brand recognition. Brand Etiquette defines how and where they are to appear; free from made up versions, misspellings or adverse punctuation. Imagine if one of the most infamous slogans “Got milk?” was mistakenly written as “Get milk.” It doesn’t have the same punch nor does it ask the consumer to question their behavior and take action. In a slogan or tagline, even the most miniscule item like a verb or a question mark can create a different meaning for you and your brand.

Brand Etiquette ensures that these outgoing messages are the same across the board. You don’t want one employee to misstep and then you have bigger public relations issues to defend – which is an entirely different blog topic.

3. From the Inside Out

It’s also a good idea to agree upon internal and external communications. I’ve found it easiest to create a list of approved phrases, verbiage and industry terms that have a positive impact, as well as a list of phrases to avoid. Certain words can create a negative impact and vice versa. And if you’ve already tested the waters, you know what to stay away from next time.

The best way to do this is to review past hot button issues for customers or any negative press you may have received. Take all of these into account. Know what you stand for and where you are headed. Words have meaning, and the words you choose to represent your brand remind your staff of what they are to project when writing for your company. This is especially helpful to the writer and copy editor.

4. More Than Just Pretty Pictures

Having a consistent look to your photography will amp up your brand recognition all around. If you’re a marketing company specifically, like we are, it helps the public take note of your abilities. If you take distinctive and professional photos, it will help you stand out to your potential clients and provide evidence of your basic skills.

In my opinion, headshots need special attention in every instance of Brand Etiquette, since they tend to get the most use, are the most often viewed photographs and get the harshest critique. Let’s face it, most people don’t like pictures of themselves, but poor composition and bad lighting can make any person look bad. Would you trust a company to take photos for your website, if they can’t even take professional quality photos of their own employees? I think not. Headshots need to be carefully executed and presented in the media as they are not only a reflection of the individual, but are also a reflection on the photographer.

5. Go Out in Style

It’s also a good idea to clarify your ad style. This will help your staff quickly define what elements can and cannot be used; a guideline for production of sorts. This part of Brand Etiquette creates efficiency reducing the amount of time wasted each time an ad needs to be developed. Instead, designers have the three key elements they need to uphold your brand image: key messaging, tone and composition.

Brand Etiquette simply makes for better ads and more independence of employees. Imagine if you have a project with a tight deadline and the creative director is in a meeting or on vacation? You don’t want to stall production due to major decisions that can affect whether your ad runs or not. This is another reason for every client to have Brand Etiquette in place ahead of time.

Nip it in the Bud

Using a consistent font, format and communication style makes a company statement; one of universal thinking and working as one. If the left hand doesn’t know what the right hand is doing, your company is in for a world of hurt. Getting these rules and “manners” figured out ahead of time creates an example for your clients and employees to follow. In other words, lead by example. The more consistent your Brand Etiquette, the easier it is for customers to put their trust in you and depend on your brand every time.

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Image Credit: rangizzz / 123RF Stock Photo

It’s the age-old tale of the creative: They toil and trial, design and write but they don’t get a paycheck. The mathematician or the scientist: Yes. They get paid for their efforts. You wouldn’t make an appointment with an accountant, ask them to fill out the forms, do your numbers, show you the results and send in your tax return for free would you? Or you wouldn’t expect a doctor to run a lab test with expensive equipment and a staff of ten for no charge? The answer is no. But creatives deal with this kind of mindset every day and, yet, we continue to dream…

1. The Learning Curve

I remember trying to break into the writing industry. It’s been the same argument for years: “You can’t get experience unless you have experience.” I understand having to prove yourself and that’s what internships are for. But if you ever want to grow in your career, working for free should stop cold immediately after the internship ends.

This brings up a sticky situation. For the sake of this scenario, let’s say Company X is owned by an acquaintance of ten years. They need a new logo and brochure but their budget is tight. You’ve heard this before: “Maybe an intern could handle it as a challenge of their skills and dedication.” The intern needs experience and your client needs a job done. If the skill level is there, then you’re golden. But what if the client is not happy with the results? How many rounds of edits are you then going to do for spec? Agencies don’t have that in their budgets either. But now you and the client have a big problem.

2. Fear Factor

In order to create a solid brand, you have to look at what is and isn’t working for a company. Get your creatives together and figure it out. Find solutions. We’re not hanging from trees and taking mind-altering drugs to do this like they show in the movies either. We’re digging into the client’s history, discovering their goals through interviews and researching the target market’s psyche to develop breakthrough marketing campaigns. Not only does the company’s image lie in our hands, but it also stems from our own originality and technical skill.

Unfortunately, with spec work very little thought or energy goes into it and the risk of sending low-quality work out into the world is high. This work represents the agency and it represents your client, and you can’t take it back.

3. No Dice

The whole point of marketing is to develop a brand for staying power and to increase customer recognition of your brand. That creates motivation for the consumer to buy in and choose your brand next time.

With spec work, creatives are generally not doing their best work because they literally can’t afford the time to think of alternatives. They’re going with the first idea and pumping it out. It’s more about being pressured for a product than making an educated branding choice. Basically, spec work reduces the economic value designers can offer toward the client’s long-term goals. And that diminishes the work all together.

4. Proof in the Pudding

It all goes back to tangible and intangible results. People like tactile things they can touch: hard numbers, the bottom line and rules. But when it comes to things you dream up – pink unicorns…why is cotton candy blue? – it gets harder to keep under your thumb. More likely in marketing, what name and look should we give our company? How do I get a catch phrase to catch on? Creative solutions are very real solutions to a client’s very real marketing issues.

Businesses need solutions and creatives have those solutions locked away in their imaginations. With spec work, companies find their way around paying artists by saying it’s a “contest” or “good for a portfolio builder.” As a creative, you must value your work first and foremost and put a dollar amount on your services. College and internships are the place to learn from volunteer and freebie projects. Professions are for professionals, because they create tangible results.

5. Butts on the Line

So back to the beginning, when you work for free and the client doesn’t like the results, whose ass is on the line now? The answer is everyone’s. Sacrificing the design quality to get a “good deal” isn’t usually worth it in the end. Moral of the story, if you own a business or work for a business, you should never work for free. The work suffers and both you and your clients are going to have a lot of messes to clean up in the long run.

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This tragedy reminds our community that, together, we have the power to inspire change and to choose not to drink and drive. Keeping the roads safe is important to Absolute Marketing Group, and on Saturday, April 6 people from all walks of life can join in the Run4Change at Scheels Arena.

Watch the Run4Change video:

Run4Change

Run4Change is an all-ages walk/run in memory of the Deutscher Family, and all proceeds from the event will benefit the Safe Communities Coalition. Absolute Marketing Group is proud to be an event sponsor providing brand development and video production services. We would like to extend a special thanks to WDAY TV, especially Tracy Konickson, for running the event ads as a public service.

Register now to Run4Change at www.ndrun.org.

For additional information, please contact Absolute Marketing Group at 218.284.1111 or email mac@absolutemg.com.

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