Michael Tabansi
Btec
Level 3 Diploma in Creative Media Production
Unit
2: Communication Skills for Creative Media Production
Assignment
2/LO2: Be able to extract information from written sources
I am
the company researcher for O-B-T-V and I have been asked to produce a corporate
promotional video for SFX College promoting the environment, the facilities and
the staff/students. I think SFX should hire me because I know about branding
and promotion. My target audience will be students from local schools, aged
15-16. The target audience is also for the parents of the above students
because they would like to send their students here so it has to be a good
look.
‘Promotion is a form of corporate communication
that uses various methods to reach a targeted audience with a certain message
in order to achieve specific organizational objectives’ (knowthis, 14/10/13).
Promotion is important because it allows people to promote their
business/product so that they can achieve their potential. It also allows them
to reach their consumers through different forms of media so that they can get
their attention. Promotion is also important because it allows the people
promoting the product to persuade their customers that their product is the one
to buy. ‘Promotion is the process of communicating with an organisation’s audiences’
(unison, 18/11/13). In order to make your product known, you have to be able to
communicate with your audience so that they are likely to buy it and give good
feedback about it. What makes SFX
different from different colleges is that it has a lot of multi-ethnic groups
and it has a diverse people. SFX allows you to do your work and concentrate by
having an LRC where you can use a computer or read books and watch films. SFX
offers the students aged 15-18 a pleasant community where they will manage to
make friends with a lot of different people.
In the corporate promotional video, I will be
using the LRC and the Common Room to film. I will be using these locations to
show the different types of people in the college and how people treat everyone
equal and with respect. The LRC is where people work and do their studies so
filming there will be useful as it will show people trying to work hard and
achieve their best. Another location is the common room. This will show people
that the students are friendly and like to interact with others.
In my corporate promotional video, I will be
using examples of branding. For example, I may have someone talking in the
video and their name will be shown in blue and white which are the colours of
the SFX logo. Another example is to have my background colours blue and white
to show that SFX is the best college to be at. Branding is important because it
is a way of presenting what makes your offer different and fascinating than
anyone else’s. ‘Any organisation can benefit enormously by creating a brand
that represents the company as distinctive, trusted, exciting, reliable or
whichever attributes are appropriate to that business’ (designcouncil,
25/11/13). If a brand can excite the consumers and be trusted, that brand is
likely to do well in the market as people are liking the brand. This will also
mean that the people already liking the brand could give their friends and
family positive feedback which can means more people will choose to see your
brand. If you advertise your brand in a way where a lot of people can see it,
this can help to generate associations in people’s minds that will benefit the
organisation. ‘If a company manages to establish a successful brand there will
be a certain degree of brand/customer loyalty’ (Sivewright, Chris, (2000),
Plymouth’. For my corporate video, branding will be used to make more people
come to the college to learn and get their best grade possible. If parents
viewing the video see that SFX is being shown in a good light, they would want
their kids to go to the college as it will be a good place for their education.
In the college, there are some values that are there in
order to make the college maintain its high standard. SFX have a mission which
is to ‘create the opportunity to share views and values in a secure and
respectful setting’ (sfx, 25/11/13). This shows that everyone in the college
has to respect other people’s views and values and cannot disrespect as the
college does not tolerate that. At SFX, their aims are to prepare students for
the challenges of making progress in a competitive world and to help and
support the students to make sure they are making progress. This shows that the
teachers and staff are showing value by helping the students in the college
strive to their very best. This is good because if teachers are helping
students strive for their best, a lot of parents would want to send their
children to SFX as help will be given to achieve the best grade possible for
that child.
Specific - It is specific
because the video will show who is involved, what locations will be used and
what I want to achieve in the video.
Measurable – This is when
you know when your video has been accomplished. For example, if a lot of
parents see the video and a lot of application forms come next year, I will
know the video had inspired them.
Attainable – This is when
you find out ways where your goals can come true and how to develop the skills
to reach them. For example, in my video I will have to gather a lot of opinions
and statistics to make people join SFX. Also, it will be attainable because I
will have access to the equipment and the location.
Realistic – This is when
your goal has to be realistic so that it can be met. For example, my video will
not have irrelevant information or images in it as it wouldn’t be needed in the
video. The video needs appropriate and relevant information/images because I
have to keep the video realistic and also make sure that it reaches my target
audience.
Timely – This is when you
need to have a timeframe. For example, I would not want my video to be overly
long as the viewers will most likely get bored. I would want to keep it short,
snappy and have all the information needed to have more students at the
college. I also have to make sure it is short because I have to make sure I
stick to the deadline given.
The corporate promotional
video that I am doing is below-the-line promotion. ‘Below the line promotion is
a range of promotional techniques, such as personal selling, direct marketing
and PR, over which firms direct (some) control’(Ashwin, A et al, 2008, pg 331).
The video is below the line promotion because I am using advertising to reach
my target audience. Even though it is set out for a specific target audience,
anyone can view the video as it will be shown to the public. Above-the-line
promotion can be reached out to the target audience quickly because it can be
viewed from different sources. For example, if I had a poster of the SFX logo
and website, people will be able to view it straightaway using their phones. It
is also likely to have immediate impact of people because if it shown to them
in their face, they are likely to think that the advertisement is good and has
to be seen.
In conclusion to this, I
have mentioned why promotion is important and why branding is important. I have
also said what my video is going to have in it and what unique selling points
it has. I have stated how to reach my goals for my video and how it is going to
be advertised. The client should hire me because I have an aim to bring a lot
of students to learn at SFX and get a good education there.
Bibliography
Unison: Businesscasestudies.co.uk/unison/using-promotion-to-campaign-for-public-services/promotion.html#axzz2jgvayce
(Accessed 18/11/13)
Designcouncil: http://www.designcouncil.org.uk/resources-and-events/business-and-public-sector/guides/the-power-of-branding/
(Accessed 25/11/13)
Sfx:http://www.sfx.ac.uk/index.php?option=com_content&view=article&id=4&Itemid=13
(Accessed 25/11/13).
Ashwin A, Merrills S, Thompson R, Machin R, 2008,
Creative Media Production, Collins
Sivewright, C. (2000) 25 Key Topics In Marketing.
Plymouth: Studymates
LO1 – Be able to extract information from written sources
‘Promotion
is a form of corporate communication that uses various methods to reach a
targeted audience with a certain message in order to achieve specific
organizational objectives’
Unison:
Businesscasestudies.co.uk/unison/using-promotion-to-campaign-for-public-services/promotion.html#axzz2jgvayce
(Accessed 18/11/13)
Promotion
is the process of communicating with an organisation’s audiences’
Designcouncil: http://www.designcouncil.org.uk/resources-and-events/business-and-public-sector/guides/the-power-of-branding/
(Accessed 25/11/13)
‘Any
organisation can benefit enormously by creating a brand that represents the
company as distinctive, trusted, exciting, reliable or whichever attributes are
appropriate to that business’
 |
Sfx:http://www.sfx.ac.uk/index.php?option=com_content&view=article&id=4&Itemid=13
(Accessed 25/11/13).
‘Create
the opportunity to share views and values in a secure and respectful setting’
Ashwin A, Merrills S, Thompson R, Machin R, 2008,
Creative Media Production, Collins
‘Below the line promotion is a range of
promotional techniques, such as personal selling, direct marketing and PR, over
which firms direct (some) control’
Sivewright, C. (2000) 25 Key Topics in Marketing.
Plymouth: Studymates
If a
company manages to establish a successful brand there will be a certain degree
of brand/customer loyalty
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