Achieving operational excellence begins with a review of your overall process. McElwain Consulting provides advice to help you reinvent the business side of your marketing and communications departments, by providing recommendations in the following areas:
The creative process: refine or redraw?
To outsource or produce in-house?
The what’s next factor: assistance in implementation.
What's best for your bottom line!
PHASE 1: The Introduction
The meet and greet: a kickoff meeting
Financial review: request in-house production budgets, vendor spend and charge-back model
PHASE 2: Analysis
Creative operations assessment
Mid-point check-in with key management
PHASE 3: Reporting
Provide comprehensive deck and detailed report of conclusions and plan for the future based on growth.
PHASE 4: Implementation
Transitional support for building the most effective creative team
Assessment and introduction to external vendors
À LA CARTE SERVICES:
On site lunch & learn
McElwain Consulting is based out of Toronto, ON. Mark McElwain and Megan McElwain are the brains behind the business…and despite their last names are not related. This is true!
Knowing there are not many McElwains in Toronto, Megan asked Mark if he’d like to meet for a “McElwain meeting of the minds”...and Two Wise Guys was born. To learn a little more about both Mark and Megan see below:
Lead Consultant, Operations, Mark McElwain, has been in the marketing business for more than 20 years. He was with kbs+ advertising in Toronto, most recently as Senior Vice-President Client Services, for 17 years, leading a large team for brands such as BMO, Ontario Power Generation, and various healthcare companies. With a master’s degree from the London School of Economics, Mark’s career started in the Ontario and federal governments, then running a successful consulting practice before moving to advertising in 1994. In recent years, Mark led a fast-growing group that strengthened brand strategy, developing broadcast, video and print materials for a wide range of consumer and B-to-B channels. Mark’s the sort of guy who thrives on the challenge of picking out the nuggets from monthly statements, or debating how to manage the bullpen in a 15-inning game.
Lead Consultant, Creative, Megan McElwain has spent over 15 years in the film, television, corporate and commercial video production industry. Her work has been seen on CTV, Canwest Global, A&E Television Networks, Sundance Channel, BBC Canada, BBC UK, Channel 4 and of course the web. Corporate clients include TD Canada Trust, SunLife Insurance and the GAP. And it’s her experience as a Producer and entrepreneur that have given Megan the knowledge to fully understand the industry from both the front and back end. Today her best ideas come when she’s driving, walking or showering.
McElwain Consulting likes the hands-on approach. We’ll come to your office for a meet and greet, discuss your desired outcomes and reply promptly with a quote in regards to fees, estimated timelines for consultation, and anticipated deliverables.
Office address: 250 The Esplanade, Suite 202, Toronto, ON M5A 1J2
Phone #: 416-452-6257
Overall, do you tend to prefer producing in-house or outsource via independent vendors and/or agencies?
We’re agnostic on this question. The answer depends on factors such as: the volume of videos your organization expects to produce; the type/complexity/technical requirements of those videos; your competitive landscape; and how centralized is your organization's process for developing videos. Plus we assess the value the organization obtained from recently produced videos (quality for the price paid), and ask whether realistically there’s room for much improvement. After detailed analysis and consultation, McElwain Consulting offers recommendations regarding when to produce in-house, and when it makes sense to go outside. Sometimes the answer will involve moving in one direction or the other over time. In any case, McElwain Consulting knows effective and efficient video production and will advise on the support you need moving forward.
What generally is included in your report?
Our reports start with financial analysis and statistics. We present analysis of video costs in your organization together with data and observations about industry trends. Then we analyze the different types of videos produced, benchmark their degree of difficulty, and assess the quality that has been achieved in recent video production. We chart the creative/production process your company uses. We scan the video output of your competitors. In our initial meeting, we ask what special topics clients would like addressed, such as:
a) doubling output next year, or
b) cutting costs by 25 per cent
Finally, we present detailed recommendations, together potentially with decision-rules about when to make a video in-house and when to outsource. The report will also provide some implementation options, to provide additional support to transform the organization’s video production system.
Where do you foresee video in the market in 10 years?
Looking at the recent upward explosion of video in marketing and communications, we see it increasingly as a must-have for organizations. Much like where mobile was five years ago, when companies were deciding whether to make their website accessible to mobile: now companies without mobile access are left behind. Video will be on every website, and linked to promotional e-blasts and banners. Websites without video will be as ineffective as old-style three-fold pamphlets. Video complexity and quality standards will continue upward, as organizations increasingly seek a rich broadcast-style experience to differentiate their content from what everyone can shoot from their phone. Videos from companies and other organizations will follow consumer trends: those are harder to predict, but we can expect greater interactivity to be involved.
Copyright: The BOSS Group, Cella Consulting, LLC and InSource, 2015 In-House Creative Services Industry Report, April 2015.