Quad/Graphics' Video Production Services: Lights! Camera! Printer!
Quad/Graphics produces a wide range of videos from the Bloomington studio, which also provides photography services. Many of the videos it churns out are bound for the Internet (YouTube, for example), but customers have also requested products for other channels. Recently, Quad produced an educational DVD set that included 350-plus video segments. And the occasional furniture retailer will seek assistance for its local television marketing campaign. But more than 90 percent of its videos end up being posted on the Internet.
The 1,400-square-foot studio (including 650 square feet dedicated toward video editing) is stocked with the high-end toys that video enthusiasts relish. HD cameras are used for multiple purposes and environments. Aerial cameras—attached to remote-control helicopters—are utilized to capture unique points of view. A cinema line of cameras handle jobs such as high-quality fashion and product videos, as well as broadcast television.
The studio also boasts full sound capabilities and all voiceover work is done there. In 2013 alone, the studio produced more than 1,200 videos, half of which were done in the studio, the rest on location. Quad also provides video hosting services.
"For the first customer, we created an effective workflow that included everything from ordering the product, inspecting the product, writing the script, acquiring the talent and executing the video production," Norton remarks. "That same workflow is still in place. It allows us to produce about 450 videos for that client every year."
The video production arm has been quickly embraced within the Quad/Graphics organization. Word of mouth among its clients has helped, and the sales department—which has benefitted from training and instruction on the offering—has video samples it can send to existing print clients and prospects.
Norton is excited about the synergy that exists between video and printing, particularly with the growth of QR codes and image recognition. He cites a Pitney Bowes survey that showed 76 percent of small businesses see their ideal marketing strategy encompassing a combination of print and digital strategy.