Agencies need video for training, public information, recruiting, events, and leadership messages. But buying video isn't like buying office supplies. The deliverables are creative, the review chain is long, and accessibility rules apply to everything you publish.
This guide walks program staff and contracting teams through the practical steps: defining the work, finding and checking vendors, choosing the right purchasing path, and writing a statement of work that gets you usable video on time. It's based on our experience as a SAM.gov registered small business that has worked with the Department of Defense and local government in Michigan.
This is general guidance, not legal or procurement advice. Your contracting officer and your agency's policies always come first.
Step 1: Define what you actually need
Before looking for vendors, write down:
- Purpose and audience. Staff training? Public awareness? Recruiting? A conference recap for stakeholders?
- Deliverables. How many finished videos, what lengths, and what versions (widescreen, vertical, square, with and without captions).
- Where it will live. An internal learning platform, a public website, social media, or broadcast.
- Languages. Does your audience need Spanish, Arabic, or other languages? Plan for this up front, not after the edit (see our guide to Arabic and bilingual video).
- Accessibility. Captions, transcripts, and readable graphics (more below).
- Dates. Event dates, launch deadlines, and how long your internal reviews usually take.
A clear one-page brief makes every later step faster, and it helps vendors give you comparable quotes.
Step 2: Understand the NAICS codes for video
NAICS codes classify what a business does, and agencies use them to categorize requirements and search for vendors. The most common codes for video work are:
- 512110 – Motion Picture and Video Production (the main code for most video projects)
- 512191 – Teleproduction and Other Postproduction Services (editing, captioning, finishing)
- 512199 – Other Motion Picture and Video Industries
- 541921 / 541922 – Photography (portrait and commercial), useful when you need stills with your video
- 541490 – Other Specialized Design Services, sometimes used for motion graphics and animation
- 541810, 541820, 541830, 541840 – advertising agencies, public relations, media buying, and media representatives, for campaigns that include ad placement
- 541613 – Marketing Consulting Services
The code you pick determines the small business size standard that applies. Look up size standards on the SBA size standards page and code definitions at the Census Bureau's NAICS site.
Step 3: Find and check vendors
Search SAM.gov. Federal buyers can confirm a vendor's registration, Unique Entity ID (UEI), CAGE code, and NAICS codes with the SAM.gov entity search. An active registration is required for most federal awards.
Search the SBA's Small Business Search. SBA's Small Business Search (it replaced the old Dynamic Small Business Search, or DSBS, in 2025) lets you filter small businesses by NAICS code, location, keywords, and certifications. Profiles pull core data from SAM.gov.
Ask your local resources. APEX Accelerators help small businesses compete for government contracts and often know local vendors. State and local buyers in Michigan can also find vendors through the State of Michigan's SIGMA Vendor Self Service system and the MITN purchasing group on BidNet Direct.
Check past performance. Ask for samples that look like your project: training videos, event coverage, or public service messages, not just commercials. Ask whether the vendor has worked through a government review and approval process before.
Step 4: Pick the right purchasing path
How you buy depends on the dollar value, your agency's rules, and whether the work fits an existing contract vehicle. At the federal level, the main thresholds are defined in FAR 2.101:
- Micro-purchases. Small, simple buys can often be made with a government purchase card and fewer procedural steps. The base micro-purchase threshold was raised to $15,000 effective October 1, 2025, according to Acquisition.gov. There are exceptions, including lower limits for some construction and service contracts, so confirm what applies to your buy.
- Simplified acquisitions. Purchases above the micro-purchase level and up to the simplified acquisition threshold ($350,000 as of the same update) use streamlined procedures. Small business set-aside rules often apply in this range. See FAR Part 19.
- Larger contracts follow full competition procedures, or run through existing vehicles your agency already uses.
Thresholds are adjusted for inflation periodically, and the FAR itself is being revised, so always check the current numbers with your contracting office before you plan a buy.
State and local agencies set their own purchasing limits in state law, county policy, or city charter. Dearborn, Wayne County, and the State of Michigan each have their own procurement rules. Ask your purchasing department what quote or bid process applies at your dollar level.
Tip for small projects: A single well-scoped event or training video is often a good fit for a small, simple purchase. Break large programs into clear phases (for example, pre-production, production, and post-production) only if your rules allow it. Never split a requirement just to stay under a threshold.
Step 5: Write a statement of work that gets results
Most problems with government video come from vague scopes. Include:
- Deliverables list. Number, length, and format of each video, plus any photos, cutdowns, or B-roll packages.
- Technical specs. Resolution, aspect ratios, file types, and where files will be delivered.
- Accessibility requirements. Closed caption files (SRT or WebVTT), burned-in caption versions for social, transcripts, and readable on-screen text. Point vendors to Section508.gov and your agency's own checklist. Your accessibility office makes the final call.
- Review rounds. How many rounds of revisions, who reviews, and how long each review takes. Build in time for legal, public affairs, and leadership review.
- Access and security. Facility access, badging, escort needs, filming restrictions, and whether aerial footage is allowed (drone flights have their own FAA and site rules).
- Releases and rights. Who gets talent releases, who owns the final video and raw footage, and any music licensing limits.
- Schedule. Key dates, including event dates and final delivery.
- Languages. Which language versions you need and who approves translations.
Why working with small businesses makes sense
Small production companies are often a strong fit for agency work. You usually deal directly with the person directing the shoot, schedules are flexible, and costs are lower than large agencies. Federal policy also encourages small business participation, and a small business vendor can help your agency meet its small business goals.
The key is picking a small business that already understands government work: registered in SAM.gov, familiar with review chains, and able to deliver accessible files.
How Visual Lion works with agencies
Visual Lion LLC is a SAM.gov registered federal contractor (UEI KED1YMCAQSN7, CAGE 0QRV2) based in Metro Detroit. Our NAICS codes include 512110, 512191, 512199, 541921, 541922, 541490, 541830, 541810, 541820, 541840, 519130 and 541613.
For the Department of Defense Office of Small Business Programs, we produced Project Spectrum training videos and covered Small Business Technology Week, the Mentor-Protégé Program, and APEX Accelerators. Read the OSBP case study. Locally, we've produced public service and COVID-19 video for the City of Dearborn and work for Wayne County. We work in English and Arabic, with other languages on request.
If you're scoping a project, see our government video production services, download our capability statement (PDF), or contact moe@visuallion.us / (313) 442-3633. We're happy to help you think through deliverables before you issue a request.