Unit 3 Assignment 2/ LO 1

To make a successful promotional video that introduces SFX I have to carry out research. I will use quantitative and qualitative data just as well as audience research, market research and production research. For primary research I handed out at least 10 questionnaires to students around the college regarding their views about college, to help me understand their personal thoughts and feelings. I interviewed Miss Harrison who is a recruitment manager for SFX to understand her role for promotional videos. Also for secondary research I will try and use statistics that indicate SFX’s achievement that can be found on their website on in the prospectus. Also for secondary research I could use the self-generated research from the focus group entailing what to do for the production stage.  As for competitor analysis there are many competitive sixth forms/colleges similar to SFX such as Lambeth College, Couldson College and especially CTK which is a Catholic sixth form college. These techniques are important because checking out other competitor’s websites shows what ideas they are using to make their video stand out. Also I can see what facilities they are promoting and how they display their video on their website for people to see. I have to make sure the video on the homepage is easily accessed for people. Market research is very crucial to do because you have to outsmart what other competing companies are doing in order for you to stand out for the target audience. The point of completing market research is to create a video so original that prospective parents feel more interested. Audience research refers to you interviewing and collecting data on your specific target audience in order for good results. So here I would interview staff members such as people who work in the Chapel as the Chapel is SFX’s main attraction. It’s very important to find out the demographics on your audience because competition between schools is very fierce so in order to launch a good promotional video it would be good to do audience awareness where you have to ensure the audience are aware of the video and also consumer attitudes which refers to how the audience feels about the video. So having opinions from students and staff is very important to help promote our video because it gives people an insight about SFX’s qualities and facilities. Providing the Audience and Market research goes well I can research the content and material of the video to find out how realistic it is to create for Production research. For Production research I would have to find out how realistic it is to film some areas in the college. For example filming inside the Chaplaincy would be production research because it’s one of the key places to film in the college.