The University of North Alabama maintains high standards for all video content to ensure consistent quality, brand alignment, and accessibility across all platforms. These standards apply to both internal and external video production.
Video Production Team
The University has a dedicated in-house Video Producer within the Enrollment Marketing & Digital Communication department who oversees all video production using the UNA brand.
Contact Information
- Video Producer: digitalcommunications@una.edu
- Request Form: Contact Digital Communications for video production request form
- Emergency/Rush Requests: 24-hour minimum notice required
Video Request Process
Step 1: Submit Request
All video projects must begin with a formal request:
- Complete the video production request form
- Include project goals, target audience, and key messages
- Specify desired delivery date (minimum 2 weeks lead time)
- Identify budget and funding source if using external vendors
- List any specific requirements or constraints
Step 2: Project Assessment
The Video Producer will:
- Review the request within 2 business days
- Determine production approach (in-house or external)
- Provide timeline and budget estimate
- Schedule initial planning meeting if approved
Step 3: Pre-Production
- Develop creative brief and treatment
- Write script and create storyboard
- Scout locations and secure permits
- Schedule talent and crew
- Obtain necessary releases and permissions
Step 4: Production
- Capture footage according to approved plan
- Ensure brand standards compliance during shooting
- Collect B-roll and supplementary footage
- Record high-quality audio
- Document all takes and shots
Step 5: Post-Production
- Edit footage according to approved treatment
- Add graphics, titles, and animations
- Color grade to match brand standards
- Mix and master audio
- Create captions and transcripts
Step 6: Review and Approval
- Submit rough cut for stakeholder feedback
- Incorporate revisions (maximum 2 rounds)
- Obtain final approval from Video Producer
- Verify accessibility compliance
- Sign off on final deliverables
Production Standards
Technical Specifications
Resolution and Format
- Standard: 1920x1080 (1080p) minimum
- Premium: 3840x2160 (4K) for flagship content
- Aspect Ratio: 16:9 (standard), 1:1 (social), 9:16 (vertical)
- Frame Rate: 24fps (cinematic), 30fps (standard), 60fps (sports)
- Codec: H.264 for distribution, ProRes for archival
Audio Requirements
- Sample Rate: 48kHz
- Bit Depth: 24-bit recording, 16-bit delivery
- Channels: Stereo (2.0)
- Levels: -6dB to -12dB peak
- Format: AAC for web, PCM for archival
Color and Image Quality
- Color Space: Rec. 709 for HD, Rec. 2020 for 4K
- Bit Depth: 8-bit minimum, 10-bit preferred
- White Balance: Properly calibrated for each scene
- Exposure: No clipping in highlights or shadows
- Stabilization: Smooth camera movements, no unwanted shake
Content Guidelines
Storytelling Requirements
- Clear narrative arc with beginning, middle, and end
- Strong opening hook (first 3 seconds critical)
- Authentic representation of university life
- Diverse and inclusive casting
- Student-centered perspective when appropriate
Interview Standards
- Professional lighting (3-point setup preferred)
- Clean audio (lavalier or boom mic)
- Appropriate background (branded or contextual)
- Lower third graphics with name and title
- B-roll coverage of discussion topics
Brand Compliance
Visual Identity
- Logo Usage: Follow brand guidelines for placement and duration
- Colors: Use official UNA purple (#592B8A) and gold (#FFB92A)
- Typography: Approved fonts only (see brand guide)
- Graphics: Consistent style across all elements
- Transitions: Professional, not distracting
Required Elements
- Opening: UNA branded intro (provided by Video Producer)
- Closing: Call-to-action and contact information
- URL: una.edu or specific landing page
- Legal: Copyright notice and required disclosures
Music and Sound
- Licensed music only (no copyrighted material)
- Appropriate tone for content and audience
- Music should enhance, not overpower
- Natural sound and ambience when appropriate
- Consistent audio levels throughout
Platform-Specific Requirements
Website Embedding
- Host on YouTube or Vimeo (never self-host)
- Responsive embed codes
- Thumbnail image for loading state
- Fallback for disabled JavaScript
- Mobile-optimized player
Social Media Formats
Facebook/Instagram Feed
- Square (1:1) or vertical (4:5) preferred
- Maximum 60 seconds for optimal engagement
- Captions burned in (open captions)
- Attention-grabbing first frame
Instagram Stories/Reels
- Vertical 9:16 (1080x1920)
- 15-30 seconds ideal length
- Bold text overlays for silent viewing
- Interactive elements (polls, questions)
YouTube
- Standard 16:9 (1920x1080 minimum)
- Custom thumbnail required
- End screens with subscribe prompt
- Complete metadata (title, description, tags)
- Native upload preferred over YouTube links
- 3-10 minutes for thought leadership
- Professional tone and content
- Captions file uploaded
Accessibility Requirements
All videos must meet WCAG 2.1 AA standards. See our Caption Standards page for detailed requirements.
Minimum Requirements
- Closed captions for all videos
- Audio descriptions for visual content
- Transcripts available
- No strobing or flashing effects
- Sufficient color contrast in graphics
Distribution and Publishing
Approval Process
- Technical review by Video Producer
- Brand compliance check
- Accessibility verification
- Stakeholder sign-off
- Final approval before publication
Publishing Checklist
- ☐ Video meets all technical specifications
- ☐ Captions are accurate and synchronized
- ☐ Transcript is complete and accessible
- ☐ Metadata is optimized for SEO
- ☐ Thumbnail is engaging and branded
- ☐ All permissions and releases obtained
- ☐ Archive copies saved in multiple formats
- ☐ Analytics tracking configured
Launch Coordination
- Coordinate with Social Media Manager for promotion
- Prepare email and web announcements
- Schedule posts across platforms
- Monitor initial engagement and feedback
- Address any technical issues immediately
External Vendor Management
Approved Vendors
Only pre-approved vendors may produce UNA video content. Contact the Video Producer for the current vendor list and procurement process.
Vendor Requirements
- Demonstrated experience with higher education
- Portfolio review and approval
- Signed agreement including brand guidelines
- Insurance and liability coverage
- Rights transfer and work-for-hire agreement
Deliverables from Vendors
- Master files in highest quality format
- Project files (Premiere, After Effects, etc.)
- Web-optimized versions
- All raw footage and audio
- Graphics and animation source files
- Music licenses and releases
Video Types and Standards
Recruitment Videos
- 30-90 seconds for social media
- 2-3 minutes for website
- Student testimonials and campus footage
- Clear call-to-action (apply, visit, learn more)
- Upbeat, energetic tone
Academic Program Videos
- 3-5 minutes comprehensive overview
- Faculty and student interviews
- Classroom and lab footage
- Career outcomes and alumni success
- Program-specific requirements and opportunities
Event Coverage
- Same-day social media highlights (30-60 seconds)
- Full recap video within 48 hours (2-3 minutes)
- Key moments and speeches captured
- Interviews with participants
- B-roll of venue and activities
Instructional Videos
- Clear learning objectives stated
- Step-by-step visual demonstrations
- Closed captions and transcripts required
- Chaptered for easy navigation
- Downloadable resources provided
Important: Never publish video content without approval from the Video Producer. All videos representing UNA must meet these standards to maintain brand consistency and legal compliance.
Resources and Support
Templates and Tools
- Video brief template
- Storyboard templates
- Script formatting guide
- Release forms and agreements
- Brand graphics package
Training Opportunities
- Quarterly video production workshops
- Smartphone video basics training
- Editing software tutorials
- Accessibility best practices
Equipment and Facilities
Limited equipment available for checkout by trained staff. Contact Digital Communications for:
- Camera and audio equipment
- Lighting kits
- Green screen studio access
- Editing suite reservations
For all video production inquiries, contact digitalcommunications@una.edu