Project Kickoff Questionnaire

Contact Info

Let's start with the basics.

Before we meet, take a few minutes to answer these questions. There are no wrong answers — just share what's true for you right now. Your responses will shape the creative direction and make our time together much more focused. Don't overthink it — we'll talk through everything together.

This takes most people about 10–15 minutes. If you can complete it at least 24 hours before we meet, we'll be able to hit the ground running.

Project

The project this questionnaire is for.

Your full name *

Full name of the person filling out this form.

Section 1 of 6 — Purpose

Why does this video need to exist?

Every great video starts with a clear reason. These questions help us understand what's driving this project and what's at stake if it doesn't land.

In one or two sentences, what is this video about? *

A simple summary of the story and what you want to communicate.

Why are you creating this video right now? *

The timing, trigger, or opportunity that makes now the right moment. Helps us understand the urgency behind the project.

What problem does this video solve? *

Not the topic — the gap or challenge this video directly addresses. The reason it needs to exist.

What happens if this video doesn't get made? optional

What stays stuck or keeps going wrong without it. Helps clarify the real stakes of the project.

Section 2 of 6 — Goals & Objectives

What do you want this video to do?

Before we think about what goes in the video, we need to know what it needs to do to the person watching it.

The goal

What is the ONE thing you want your audience to feel? *

The single emotion you want the viewer to experience while watching. One word or a short phrase. Example: inspired, proud, hopeful, urgent.

What is the ONE thing you want your audience to remember? *

The one idea that should still be living in the viewer's mind days after they watch. Write it as a complete thought, not a topic.

What is the ONE thing you want your audience to do after watching? *

The single action you want the viewer to take immediately after watching. Be specific — name the action and ideally the timeframe.

The strategy

What are the 3 key messages you want to convey? *

Proof — A fact, result, or credibility marker. Story — A moment, value, or shared experience. Action — A feeling, aspiration, or sense of belonging.

Section 3 of 6 — Audience & Tone

Who are we talking to, and how?

The same story told to different people in different ways produces completely different results. Help us understand exactly who this is for.

Who is the primary audience? *

Age, role, knowledge level, and where they are in their journey when they encounter this video.

Is there a secondary audience we should be aware of? optional

Any additional groups who may watch this video — internal staff, board members, press, funders, etc.

How should this video feel? *

Tone, style, and personality of the video itself. Describe it like you're describing a person — warm, urgent, calm, bold, etc.

What tones should we avoid? *

Any emotional registers, styles, or personalities that would feel wrong or off-brand for this video.

Any videos that capture the right feel? optional

Links or descriptions of videos whose tone, style, or approach you admire. Gives us a visual and emotional starting point.

Section 4 of 6 — Content & Visuals

What goes in it and how does it look?

This section helps us plan what to shoot, who to feature, and what story structure will work best for your audience.

What topics must be included? *

Essential themes, story beats, or proof points that cannot be left out of this video regardless of how it is structured.

Are there topics to avoid? *

Anything off-limits, legally sensitive, politically sensitive, or that has caused problems in previous communications.

Are there any required messaging or key information to include? optional

Include any specific language, taglines, or important details that must appear in the video — such as approved messaging, phrases, or key statistics.

Are there people you'd like to feature? *

Think about who best represents what you want the audience to feel, remember, and do. A name, a role, or just a type of person works.

What locations or environments need to be included? *

Specific places, settings, or environments that are essential to the story. Note any access requirements or restrictions.

Do you have existing assets we should use? optional

Any existing footage, photography, graphics, or documents that should be woven into the video. Describe what you have and where it lives.

Section 5 of 6 — Logistics

Dates, decisions, and details.

The practical side of the project — deadlines, who's involved, and how decisions get made.

Where will this video live? *

Where will people watch this? For example: website, social media, or a live event.

Website

Instagram

YouTube

Internal / staff

Live event

Other

What is your target delivery date? *

The date the finished video needs to be in your hands — not the event date, the delivery date.

Who gives final approval? *

The name and title of the person who gives final sign-off. This is the person whose approval closes a review round.

Who else will be reviewing? *

Names and roles of anyone else who will weigh in during the review process, and how much influence they have on final decisions.

Section 6 of 6 — Success

How will we know it worked?

A video without a clear definition of success is impossible to evaluate. These are the most important questions to answer honestly.

How will you measure success? *

Specific, observable indicators of success.

What changes if this video works? *

The real-world outcome you are hoping for. What looks different for your organization six months after this video launches?

Anything else we should know? optional

Any context, sensitivities, constraints, or information that hasn't come up in the form that we should know before we begin.

You're all set.

Thanks for taking the time. We'll review your answers before we meet so we can hit the ground running. See you soon.