Content and Audience Research

Audience:

• Parents of children currently attending the school
• Parents of potential students 
• Aimed towards people aged between 20 and 40
• Located in the Norwich/Eaton area
• Interested in social media
• Interested in taking part and improving on their child's education
• Any religious background
• Social grade brackets of C1 to E
• Any parent looking to send their child(ren) to Eaton Primary School

Content: 

For content research, I studied a few different videos that were centred around schools and education. I found out what kind of techniques they used to convey the information about their schools, for example student testimonials and showing the interactions between the students and the teachers.

The main message of the video that I will be producing is to showcase the challenge approach that Eaton Primary School are now employing. The content I use will reflect that in such a way that I want it to be informative and easy to understand. I have used the children to conduct the interviews so it's simple to follow and it shows that they are enthusiastic and upbeat about their education. This is appropriate for the audience, as the parents would be thrilled to know that the school takes their child's best interest to heart and helps them to enjoy their learning. 

Form and Style Development

For my project, I am making a video for a school, which is under the branch of Social Action and Community Media. My client, Eaton Primary School, first gave me a brief idea of what kind of video they were looking for, and pointed me in the direction of a video from The Wroxham School. After studying this video, I was able to pick out a few techniques that they had used in the video and implement them into my work as well.

First off, there were interviews with the teachers and the students, and clips of teaching in the classrooms. After seeing these techniques used, I decided to use these in my own piece. I also noticed that they made a conscious effort to match clips together to create a vague narrative structure, for example they’d show one of the children getting interviewed, and would then cut to a clip of that child working in class and interacting with the teacher. One of the main messages in this video, was that they were passionate about letting the children choose their own challenges, and letting them be independent in their work and take control of their own learning. I hope to be able to portray this message in my own video too, by following some of the techniques that the original video used.

Contingency Plan

If my original idea doesn't play out, I have a back up idea of a skateboarding group called Mythic Skateboarding who are looking for promotion. I have already contacted them and asked them if they would be interested in a promotional video, and they have agreed to this. I will be able to call on them again if my original idea doesn't pan out, and I have already discussed some ideas with them.

Intended Audience

My intended audience is the parents of the children that currently attend the school, but also the parents of the potential students who are thinking of attending the school. The video is aimed at informing the parents and other schools of what Eaton Primary School's challenge approach is.

As it's aimed towards parents of younger children, my audience will consist mostly of people aged 20 to 40 years old, and of both genders. They'll be located in the catchment area for Eaton Primary School for example in Norwich and the surrounding areas. They'll be interested in using social media such as the primary school's website and other social media pages run by the school.

Hopefully, the audience will also be interested in their child's education, and will be actively looking for ways to improve it, such as new approaches like Eaton Primary School have adopted. Education status and religion of the audience aren't an issue, as the school caters for students of all backgrounds, and I am planning on including a range of students in my video.

Social class isn't an issue, but Eaton Primary School is a state school which offers free education to children between the ages of 4 and 11, so the parents would most likely be in the bracket of C1 to E: lower middle class to casual/lowest grade workers. Overall, mainly parents of all backgrounds and ages, who are looking to send their children to Eaton Primary School.

Project Pitch

 Introduction slide

Explaining genre, and my understanding of what Corporate and Promotional Programming and Social Action and Community Media are.

Proposal for promotional video - outlining my ideas and message for the video

Outlining who my target audience are for the video

Project Proposal

Cloud Productions

Eaton Primary School

“We challenge ourselves.”

I will be producing a short promotional video which demonstrates the educational services that Eaton Primary School provides its students.

For this project, my main aim is to make a stylish, informative video about the education and services that Eaton Primary School offer to their students. The video will be around 5 or 6 minutes long and will feature both the students and the teachers. The product will be aimed at outlining what the children do on a day to day basis, and will bring to light the school’s unique way of what they call ‘challenging’ the students. It will include pieces from the current students and the teachers who work there, so as to show both sides of the learning process and the benefits that it provides.

Initial Understanding of Project

This project is focused on us working as an individual on a project for client in the real world. It’ll be a live, ongoing project and it’s aimed to make us look after a team of people and manage all of the important parts of the project. We have a choice of two different paths to take, we can either make a video that’s aimed at a community or that’s aimed at selling a product.

We must make sure that the project runs smoothly and that we carry out all of the necessary paperwork that is required, and that we run a team that knows exactly what they’re doing. We also need to take into consideration the codes and conventions of the two different types of video. A commercial video will usually have interviews, will have a voiceover and a piece of happy, upbeat music. With a social or community video, it’s usually just to raise awareness, and will be in a different style to a corporate or promotional video.

This project is designed to help us start out in the real world and experience what it’s like to work in the industry properly. It’ll help us with the skills we need to carry out projects on our own, and will give us the experience of going through all the stages of a production on our own. Overall, it’s a step into the direction of the world of work. 

Idea Creation

 Idea mind-map for Corporate and Promotional programming:

Idea mind-map for Social and Community Media programming:

From these, I further developed 3 chosen ideas. For each, I answered the following questions:
What is the basic idea? Who is the potential client? What is the potential issue, product or service I will be highlighting? Who are the potential audience? What platform would it go on and what length would it be?

Initial Research

Key Terms

Production Management

Production management is the planning, organising, directing and controlling of production activities. The main goal is to be able to produce goods at the right quality, quantity and cost.

A production manager is in control of the production processes, and they ensure that the final product is made efficiently, at the right cost and a good quality. They are also involved in the pre-production stages, not just the production stages. Mostly, their job consists of dealing with people, and working as part of a team. They are also expected to prepare production schedules and script breakdowns, and are responsible for the budgeting.

First Post

First post, do not delete.