BTEC
LEVEL 3 DIPLOMA IN CREATIVE MEDIA PRODUCTION
Unit
2: Communication Skills for Creative Media Production
Assignment
1/LO 1 & LO 2: Be able to extract information from written sources
. : Be able to create a report in a
media production context
(Image
1, 25/11/13)
I am a company novice researcher working for ‘Moo
Productions’. During this report I shall be outlining why St Francis Xavier
Sixth Form College should hire my company and I need to create a promotional
video. The potential target audience aimed for this video would be local
students from school aged 15-16 and the parents of these students.
Promotion in a business is very important because it
helps generate profits for products as customers are aware. Also promotion
helps a business stand out from the crowd because companies can see what nearby
competition are doing to attract people. “The word ‘promotion’ conjures up
images of advertisements through which organisations try to persuade consumers
to buy goods and services. Some firms may use sales promotions, sponsorship,
direct marketing and public relations within the mix.” (Unison
1, 14/10/13)
One of SFX’s unique selling points is that it’s a
Catholic college. However it accepts many other religions and respects what
those people believe. An example of how SFX has something different to other
sixth form colleges is that they have many learning facilities and it’s located
in a good area because there’s lots of variety of foods for people to have and
the area is very easy to commute to. I could show the branding of the college
by filming in the LRC or other used facilities in the college such as the
Chapel or the foyer. My promotional film will include examples of branding
because “if a brand results from a set of associations and perceptions in
people’s minds, then branding is an attempt to harness, generate, influence and
control these associations to help the business perform better.” (Design
council 1, 14/10/13)
Branding is important because it “elevates a product or
organisation from being just one commodity amongst many identical commodities,
to become something with a unique character and promise.” (Design council 2, 14/10/13)
In my video I’m going to brand SFX by showcasing their Catholic teachings and
rules by filming inside the Chapel. There’s a wide variety of people with
different ethnicities and cultures that attend here so I would interview and
film their opinions about SFX. Also SFX have been branded because of high
success rates in previous years, so those successful students have furthered
their education at good Universities such as Coventry University and
Hertfordshire University. I could add this to the video by having a voice over
outlining SFX’s success. Also, there’s been some people that have attended SFX
and later become very successful e.g. Tinie Tempah. All these qualities will
make SFX different to other Sixth Form Colleges because they have their own
goals and motivation to make seem unique for prospective students. SFX’s goal
is “is to serve both needs to prepare you for the challenges of making progress
in a highly competitive world but also to carve out time to support you in
developing personally and spiritually.” (SFX, 18/11/13) The logo for SFX is
blue and white. This logo helps to differentiate SFX against other sixth form
colleges in the area or other competitors for prospective parents. I can use the logo or the colours as a form
of branding because it raises awareness to people as SFX’s colours are very
distinctive compared to other colleges. I can do this by informing young people
about what SFX has to offer. As SFX is already branded, we need to it to be
recognized by many people by “doing our research such as learning the needs,
habits and desires of current and prospective parents or students.” (Branding
1, 07/01/14) This could be done by doing some questionnaires for prospective
parents or when we are filming we film the students when they are taking part
in social activities.
The brand values are very important for all companies to
share the same values such as “quality, openness, innovation, individual
responsibility, fairness, and respect for the individual, empowerment, passion,
flexibility, teamwork and pride.” (Design council 3, 14/10/13) There will be a
brand personality within our promotional video as it will include vision. The
way we portray the video to prospective parents will determine their outlook on
the college. “Personality traits could be ‘efficient and business-like’,
‘friendly and chatty’, or ‘humorous and irrelevant’, although they would
obviously have to be appropriate to the type of product or service you are
selling.” (Design Council 4, 14/10/13) An example of someone creating a
personality for a successful business would be Richard Branson for Virgin.
“A
brand is a specific combination of logo, words, type font, design, colours,
personality, price, service” (Brand Values 1, 07/01/14) and all of these
attributes define SFX, whether from the students or the logo. The more companies develop their personalities
and values the more companies become more established and important and
therefore this helps the company stand out in the market. In our promotional
video we will use SMART because using these objectives will help to appeal to
our audience:
·
Specific- The video is specifically about promoting
SFX to prospective parents and students
·
Measurable-The video has to include
information that measures up to the objective we are trying to promote.
·
Achievable- The video has to be clearly
understood by the audience and this can be done because I have access to
equipment and location.
·
Relevant- The video has to give and portray
relevant information that relates to promoting SFX.
·
Time-bound- The video has to be completed in
a given time because it has a deadline.
The promotional video is an example of below-the-line
promotion because the promotion involves promotional techniques which aim to reach
our target age group more directly because we’re directing it at them. Our
video won’t be above-the-line promotion because it won’t be necessary and also
it has some disadvantages such as the media can cost a lot and also the video
may be lost amongst other advertising.
As I have previously stated in the report the client
should hire me because I understand why promotion is important. As there are
two main promotions such as below the line and above the line. I understand the
values of branding and also why branding is crucial for promotions. However I
do understand how to reach the objectives through using ‘SMART’ and why all
brands need a personality because it reflects who the founder is. The promotional video I’m making will be
below-the-line promotion as our video is aimed directly at our prospective
parents. =
Bibliography
Unison 1: Businesscasestudies.co.uk/unison/using-promotion-to-campaign-for-public-services/promotion.html#axzz2jgvayce,
(Accessed on 18/11/13) Quote “The word ‘promotion’ conjures up images of
advertisements through which organisations try to persuade consumers to buy
goods and services. Some firms may use sales promotions, sponsorship, direct
marketing and public relations within the mix.”
Design Council 1: http://www.designcouncil.org.uk/resources-and-events/business-and-public-sector/guides/the-power-of-branding/, (Accessed
on 12/10/13) Quote “because “if a brand results from a set of associations and
perceptions in people’s minds, then branding is an attempt to harness,
generate, influence and control these associations to help the business perform
better.”
Design Council 2: http://www.designcouncil.org.uk/resources-and-events/business-and-public-sector/guides/the-power-of-branding/
(Accessed on 12/10/13) Quote “elevates a product or organisation from being
just one commodity amongst many identical commodities, to become something with
a unique character and promise.”
Design Council 3: http://www.designcouncil.org.uk/resources-and-events/business-and-public-sector/guides/the-power-of-branding/,
(Accessed on 12/10/13) Quote “quality, openness, innovation, individual
responsibility, fairness, and respect for the individual, empowerment, passion,
flexibility, teamwork and pride.”
Design Council 4: http://www.designcouncil.org.uk/resources-and-events/business-and-public-sector/guides/the-power-of-branding/,
(Accessed on 12/10/13) Quote “Personality traits could be ‘efficient and
business-like’, ‘friendly and chatty’, or ‘humorous and irrelevant’, although
they would obviously have to be appropriate to the type of product or service
you are selling.”
SFX: http://www.sfx.ac.uk/index.php?option=com_content&view=article&id=4&Itemid=13,
(Accessed on 18/11/13) Quote “is to serve both needs to prepare you for the
challenges of making progress in a highly competitive world but also to carve
out time to support you in developing personally and spiritually.”
Brand Values 1: http://www.forbes.com/sites/loisgeller/2012/05/23/a-brand-is-a-specialized/,
(Accessed on 07/01/14)
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