Goal: Content Creation
Package: Content Mastery Plan
Location ⚘ Year: Roseland, NJ. 2024
This YouTube channel was created as part of this client’s Content Mastery Plan. They were starting from scratch with no direction and no idea how to start or what they were doing. We set them up with a perspective and a vision, followed by a plan to get there and its execution. With the plan we created, we were able to get them over 3000 subscribers and over 2 million views in the first 6 months – something only 10% of YouTube channels achieve. Post Polak is still one of our clients and we post for them weekly.
We needed to understand what worked for other law firms and how this client could stand out amongst the crowd. We had to combine this with what the client was willing to create.
After viewing the footage with the client, we went over what worked well and what didn't. We then focused on perfecting their presence on camera and how to best grow their community.
After solidifying their style of content - one that achieved consistent growth - we experimented with other content styles the client also enjoyed.
They had one lawyer in the firm who was suitable for the camera. We taught him how to talk to his audience and what kind of content worked best for him. We also taught him the do’s and don’ts of their preferred platforms.
This client had no prior experience with social media. Their main goal was to establish an online presence and an understanding of what having that presence truly means.
Research
Based on their goals and their type of laws, their firm practices, they would not have much success in the first couple of years of creation. That said, we needed to find an entry point that combined a successful strategy with something they were comfortable with.
Founded in 1971, Post Polak is today a mid-sized New Jersey law firm serving regional and local businesses, local governmental organizations, and individuals, as well as the local needs of national and multinational entities.
Coorperate | Legal | Community
Location: Roseland, NJ
Tier: High-level
No prior social media experience or accounts. Starting from scratch. Didn’t even have someone to talk on camera.
Establish the foundation of a strong online presence.
Find what works and stay consistent.
Pros
Cons
Pre-Production
We not only needed our subject’s camera presence to be professional, but the setup as well. The channel’s page was fitted with a custom banner and thumbnails to match. The editing is straightforward with very little fluff.
Educate
Entertain
Laid back & professional.
Build a community of people who love analyzing popular social media videos from a legal perspective.
Location
Video Gear
Execution
This was the second tightest location I’ve shot in. After moving some furniture we had a 10×12 space to work with – just enough space to lay out two cameras but didn’t leave many options in terms of angles and distance from the subject.
The best part about the situation is that I was prepared with a some Sony FE 50mm f/1.8 lenses. The depth of field these provide are amazing.
This was more like listening to a podcast then editing it into a digestible story but that’s nothing new when pre-production research doesn’t go according to plan.
This was the first time I incorporated 120fps shots into my work. It was perfect for this client though. Made it all majestic like.
Once the edit was completed and exported it’s time to repurpose it into a vertical format for reels and shorts on Instagram and other platforms. I use the Captions app on my phone for to add the captions.
The covers for the reels as well as the post featuring quotes from the artist were done on Canva.
Lastly, the video was released on Youtube and by the company Hear That Music.
Overall, this was a smooth shoot and release. Both the client and I were busy shooting other projects during the editing process so that didn’t move as quickly (mostly my fault), otherwise it was no problem.
What I did well
Teaching and adapting to the subject’s style were important. We did this by being in tune with their analytics and changing according to that data set.
What I would do differently
Present them with more options at the start. We went in with three style options that the subject agreed with. For our future customers, we will have more.
