Promotional Video - Evaluation

For this Unit I had to plan for an ideal Promotional unit for a company called Fruit Bowl Tech, they were creating an app called DNA that targets the ABC1 market, being a Facebook of the past, creating a social networking app that allows families to share content and chat to their family members, with a purpose of finding out about their lineage. To create a promotional video or even plan for one, I have had to research into how to read a promotional video as a way of understanding that the things we see when viewing one are there for a reason, and have a purpose, I have had to learn the conventions of those videos and also the planning stages that goes into creating an advert.

In doing this I have had to overcome the challenge of switching from originally working as a 1 person crew on my other units, and look at the planning of working with a crew of multiple teams. Inclusive of Editors, Actors, Casting, Camera, and Production. With this change came the research of Costings and Hirings, where I have had to look into a range of different costs to be able to produce an  advert that the client is happy with. 

I have also had to learn the importance of planning, as found from earlier Units things can go wrong, weather that be from controllable sources like actors and time management, or uncontrollable factors like weather. It is best to have a contingency plan in place and plan for time to do reshoots, with the planning also comes looking into the legal and ethical side of filming and the health and safety involved for shooting, with this I have had to research into the different forms that would be needed to legally shoot the promotional video.

Looking back at what I have done I would probably change the location of the shoot or have it done as a set, as filming in a house has its risks due to the fact that it is a small environment to be able to get a film crew and actors in, or I would change the way that it was filmed allowing for that small space. Improvement wise I would say that the script I wrote would defiantly need improving as it is a bit basic and would probably need a few drafts and a final after talking with the client to see which they prefer and what they would like to be mentioned. I would also have gone into things in more depth researching more about the legal and ethical issues involved and how to overcome them as well as looking more in-depth at the differences between shooting on a low or higher budget.

Overall I would say that the video if given the chance to shoot it with the imagined budget would have been a success and that there could be things to improve upon given the chance, yet I am happy with the outcome of the work I have produced.

Promotional Video Planning - Audience research

For my current project, the audience I'm looking to attract is in the ABC1 demographic. They would be 24-60 years old and fall under the Explorers, Mainstreamers, and Aspirers psychographics. To achieve better understanding of my subgroups and create work of a high standard I’ve conducted separate research on them.

"Demographic classifications in the UK refer to the social grade definitions, which are used to describe, measure and classify people of different social grade and income and earnings levels, for market research, social commentary, lifestyle statistics, and statistical research and analysis. The social grade definitions by the NRS are widely used as a generic reference series for classifying and describing social classes, especially for consumer targeting and consumer market research by the advertising UK media and publishing sectors." (http://www.abc1demographic.co.uk) 

So the ABC1 demographic would be those that are middle class to upper middle class.

Now looking at the different types of Psychographics.

Firstly Psychographics a qualitative methodology used to describe traits of humans on psychological attributes. Psychographics have been applied to the study of personality, values, opinions, attitudes, interests, and lifestyles.

We are Looking at Explorers, Mainstreamers and Aspires.

(https://blog.aweber.com/email-marketing/are-you-marketing-by-psychographics.htm)

According to this among the 7 types of Psychographic the three we are looking at are 

Promotional video - Overall Cost list

overall the costing is around £29.5K, so having a budget of £50K would cover reshoots and an issues.

However looking over the pricings of equipment I have chosen to explore many routes into different pricing costs and weighed out the pros and cons, as a result below is the new revised costing sheet and you can find the research in the post on equipment costs.

Promotional video - planning - 2 Weeks to go

With 2 weeks to go till the deadline as a group we had a meeting on Teams discussing what each of our plans were for the project and talking them through with the Client as well as coming up with ways to improve them.

After this call this is the feedback that I got.

• Not nostalgic enough
• its a bit too basic
• like the idea of having the family shown, maybe change it to the mother getting the daughter interested in the app 
• include costumes in a modern background
• show the app in use
• no need for multiple locations
• city shot is a great idea

After receiving this input from the group I have included below the exchange that was given as well as gone back and edited each post.

promotional video - non copyrighted music

for music I would like this in the background of the VoiceOver and the footage on screen.
its upbeat and relaxed and suits the target audience for the advert

Promotional video plan - Script for actors

Promotional video planning - Aerial footage

This is the ideal type of footage I would want to use in a scene of the video, at the end.
this footage is available at https://www.youtube.com/watch?v=8hkjkCDUxJA and was filmed by in  2015 and 16

Promotional Video - Planning - Recce

for the drone shot of a city, London would be good to film in as it is the capital city and well known for its diversity, it helps show the whole staying connected element of the promotional video.


For the coffee shop location, a local coffee shop would be ideal.
in the town centre I live In there are 2 Costas and a few coffewhops that are small business.
one in particular would be the Stottie shop

for the final location of the house just my house would do.

EDIT :

no longer need the coffee shop however the city I still want to use is London

Promotional Video - Planning - Legal and Ethical Forms

Promotional Video - Planning - Gannt Chart

Promotional Video - Planning - information to include

• Marketed at 24 - 60 year olds
• ABC1 in the UK, which is a consumer from one of the three higher social and economic groups, which consist of people who have more education and better-paid jobs than those in other groups.
• Made by Fruit Bowl Tech
• available on web and mobile
• easy to use
• sentimental
• notaligic
• curious
• friendly approachable essential
• stay connected through history
• the sunny future of family history
• family is as important as friends
• connecting to the past is as important as facing the future
• no bond greater than family
• Facebook of the past
• share stories picture documents and chat
• free to use
• social network family tree
• reconnect with the past
• staying in touch is vital
• app is called DNA
• 
  

Promotional video - planning - Storyboard

Storyboard template from DanielJacques21

Im going to do a walkthrough of the Story Board I have created so that anyone looking at it would understand what I would like to happen, out of the 10 slides I'm going to walk through each one.
1 - the camera shot will be a close up of a girl walking up to a door and knocking, the shot will be very similar to the style of the still image, it will be a point of view shot  and the camera will be static, there will be no sound other than the song of the girl knocking, lighting will be natural and the shot will cut to the next shot
2 - the shot would be a mid shot at eye level probably shot from behind,

Promotional Video Planning - Shot List

EDIT :

Promotional video planning - Equipment list and cost

• Camera - to shoot the footage with, if using own it would be free, but the footage produced would be average quality, to hire a camera of high quality then it would be £50 a day + 20% VAT

• tripod - to get a stable still shot a tripod is ideal to use, the price of a tripod is included in price of hire for a camera 

• lights - for lighting natural light will be ideal however the cost of a soft box twin head continuous lighting kit with would produce a similar effect in a low light situation for indoor shots would be £70

• for a drone shot overlooking a city or a location, the price of hire for a day shoot is £1100 + VAT inclusive of the crew.

EDIT >>>>

After speaking to the client I have been asked to give a range of equipment to use and weigh up the pros and cons of using them including prices etc. For an average price I have taken the pricing off of Hire A Camera with are a UK camera hire site and give you a breakdown of cost and what you're getting, they can be found at this adress- https://www.hireacamera.com/en-gb/

So for Camera Hire, the one that was originally found, the Canon XA10-HD was priced at £50 per day + 20% tax which put it at £60 a day making it a cheap rental and ideal for a low budget advert, it wouldn't produce the best quality footage for that you would probably be looking at the Sony PXW-FX9K with is priced at £319 a day. 

the features of this camera are listed on the website as ...

 Where as something like the XA10 was

For the equipment to go with the camera your looking at needing an SD Card, Microphones Lights a Grip Etc so using the same sight I found a range of prices

For the SD Card there are 2 options, Both have a transfer rate of 400mb/s but their capacities are either 64GB or 128GB and prices are £22.80 and £34.80 Respectivly 

   

For Microphones its either a battery powered transmitter and receiver or a wireless on that has a reliever mounted to the camera for better audio. And they are £22.80 or £40.80 respectively 

For Lights the pros and cons are again price, but for one price your getting one amazing light or 3 average lights.

For a Grip there is only one option and that is the DJI Ronin 2

Then we move onto Actor Hire now I could hire friends and family for next to nothing, but the acing quality wouldn't be the best neither would the reliability for them being on time or doing the best as fast as possible, to guarantee the acting is good and times can be met the best thing to do is hire an actor which in general, for a smaller, non-broadcast TV level production, you can expect to pay anywhere around £50-400 an hour for an actor. Or you can also think of it as something like £250 per actor per (8 hour day), in a market which is priced at the lower end of the spectrum.

The Drone I found for hire was

For an Editor

Promotional video - Treatment

Promo Vid Plan by Daniel Jacques on Scribd

EDIT :

IDEA -
The advert will still centre around the idea that the app is for networking within you family try, in the same sense the video will no longer have a VoiceOver giving information on the app but will feature the app in use and the actors giving the information to each other

Synopsis - The video will open with a girl coming over for a Catch up with her mother, we will see a close up of her knocking on the door and being invited in by her mother, we then cut to a mid shot of the two having a conversation about their family with the girl asking about information on her grandparents which she never met, the video then cuts to the mother showing her this new app DNA in which their family have a network of information on their ancestors going back as far as records date, as they talk about each member of the family we see them gradually appear in shot all coming into the living room and sitting down having a conversation, the room is filled with cream gold and greens, with plants seen in shot, the video then pulls out following the road where we see the family all coming together and eventually pulls out to a greater view of the city ending on a screen where we see the app name and logo as well as the slogan and where the app is available to download

MUSIC
The music will still be the same

Promotional video - Plan - Inspiration and Mood Board

taking inspiration from previous Ancestry websites and taking into consideration the market, when presenting information I want to use a white background with golds and greens somewher on screen like a gold tree or something as the app is a family tree network that allows relatives to share content with each other. in the video I would also like to include footage of people who used the app meeting up as the idea for the app is to network across families, the app is free to use and will be advertised on Facebook instagram tv and YouTube, I also want to take inspiration from Facebook ancestry and instagram adverts as the app is a social networking app that allows people to share documents stories and chat, a bit like Microsoft teams, again I want to take inspiration from that.

Promotional video planning - Advertising costs and Length

After conversing with the client I found out that they want to run the promotional video advert on 4 different platforms, reaching audiences using Facebook, Instagram, Youtube, and an Advert spot on TV featuring on National Geographic channel.
The client would also like the advert to run for 6 months everyday on social media, with works out to 182 days roughly, and on TV 3 times a day for 2 weeks.

Facebook and instagram tend to ask for £20 a day each to reach the audience the client want of people aged 24 - 60, and the average advert length on Facebook is around 15 seconds long, and instagram 3 to 60 seconds. For advertising on these platforms the video will be roughly 20 seconds.

Youtube ask for £6 a day to advertise and have an average advert length of 20 seconds.

again sticking to a similar length of video for the other social media platforms

For TV spots on National Geographic and Discovery Chanel it was hard to find an exact price but working off of what BBC Channel 4 ITV and Sky 1 charge it works out to an average of £300 per slot depending on where they are placed, and adverts can either be 15 seconds 45 seconds or 60 seconds long.

In total for a 20 - 30 second advert to be played on all platforms for the length of time asked by the client would cost £20,972.

Promotional video - Planning - word wall

Plan for promotional video. - brief

analysis of promotional video - King Edward VI College Nuneaton

King Edward VI College Nuneaton

Again looking at what a promotional video is ''A promotional or corporate video is a video that is commissioned by a business or organization, to communicate certain messages to other people''.
''Corporate videos are usually shown at a specific event or sent to clients. But they can also shown on company websites, and they are sometimes broadcasted, depending on its purpose''.
''Corporate Videos always have a specific purpose, function and target audience''.
From this information we can see that this video is a corporate video that targets prospective students wanting to go and look at the college before making a decision to go and study at the college in question with is the King Edward VI College in Nuneaton, the video is designed to be played on their website but also to be sent out to prospective students via social media platforms so that the college can gather an interest from a larger group of people. The brand image of the college revolves around their college values, throughout the video they are referenced not only by text but also by the clips used as they show the college values in practice, the video contains the conventions of a marketing video by using the brand identity along with graphics, copyright free music, cut aways, demonstrations, and the targeting of an audience, the mode of dress for the video is clearly serious and informative.

looking at the video itself we instantly get this non copyrighted music, on screen is a background composed of pink blu and purple colours fading into one another, this colours are used through different forms of marketing to promote the college, as well as this we see the name pf the college and the slogan appear with an animated transition to draw the audiences eye to it, this has also done by putting it centre frame, the college slogan reads, why go anywhere else, posing this question to the target audience promoting the college as on of the best in the area. we then move on with an animated transition of a blue diagonal wipe across the screen leading into a set of clips that cut between different outdoor spaces within the college grounds, cutting to the entrance of the college and people walking in, showing people attending the college not in uniform gives the viewer information on where the entrance to the college is as well as the fact that the college has a no uniform policy. The video then cuts to team sports promoting the sport side of the college as they are a sports specialist college but also promoting this idea of a team within a learning environment that the college want to promote, along the bottom of the screen we see the first of the three college values ''Ambitious'' as the video cuts between clips of another sport, dance class and close up of students in a science class, illustrating the idea of ambition within different classes. Then we get another diagonal wipe this time showcasing photography students in the studio and then the same students looking at the result of the photo shoot, with the word ''involved'' appearing centre screen the second of the 3 college values, the video cuts to more student work and then cuts to students getting coffee from the bean hut, promoting the fact that the college have a place where students can buy coffee like a costa or Starbucks, the moments where students are walking are sped up to show them going to the place yet keeping the length of the video down to a minimum, the same thing happens again but with the cafeteria showing the cafeteria on site. another diagonal wipe transitions into seeing criminology, and psychology students with the final college value of ''genuine'' appearing on screen, the camera then zooms in on students at the table working and a pan of their work on the wall, the video cuts to more students working this time in electronics and engaging with the the teacher as that is another ideal that the college wants to get across, then the video cuts to students walking in an outdoor space and cuts between English students and mechanics students all doing work and engaging in the class, the video then shows the study hall and and ends on the student ambassadors waving at the camera and the screen cutting to the same animated background at the start of the video and the college values along the bottom with the college logo and name and the information of where to apply.

as mentioned before the video is informative and is designed to showcase some of the subjects on offer at the college as well as showcasing what the college has to offer and that the students like doing what they do, passing a key message to prospective students looking at where to study.