1) Client Project Research
- 1. Client Project Research Josh Eastham
- 2. Client: Old Girls School Community Center & Tearooms • Location: Sherburn In Elmet Screenshot taken from the “About” section of clients website. (7)
- 3. Audience Screenshot taken from the “About” section of clients website. (7)
- 4. Target Audience Interviews Questions: Sarah Kay’s Answers (1) Client Business Manager: Kailum Selby’s Answers (6) Village Resident:
- 5. Target Audience Interviews Deborah Starbuck (9): Linda Francis (10): Janet Ward (11): Carole Long (12): Patricia Armitage (13): Cherry Waters (14): VillageResidents:
- 6. Audience Looking at the website for my client it appears that they are trying to open a community center that has amenities that a diverse range of people can use. To understand the audience my client is trying to appeal to. I have to research the demographics of the area that my client is based. https://www.oldgirlsschool.co.uk/ (2) I looked up my postcode on Cameo UK and got back some predictable results. The category of people are called settles urbanites by Cameo. This makes sense as my village has in the past few years seen a large expansion with many new housing estates being constructed. Cameo states that many people seem to be in the supervisory and administrative sector. This seems to correspond to NRS social grade of C1 which is the lower middle class. This makes sense to me as I see many lower middle class characteristics in my village. From what I have seen of my clients business in operation I would say that my clients business appears a lot to the elderly population of my village. One of the reasons for this maybe because many of the elderly specifically women would have attended school there as my clients business is in an old school building. This may be an added attraction for that age range. The only time I have seen my clients business interest a wider variety of age ranges is during the Christmas fair when there were people such as family’s with young children there. My client wants there facilities to appeal to a wide range of people. Unfortunately the business still has a very niche feel to it rather then a mainstream one. This is especially prevalent in the Tearooms as it is stylized in a very feminine way which attracts elderly women that drag their husbands or grandchildren in with them. Being In that situation is how I found out about this business and I realized since they had only just opened and weren't very advertised that they would be a good candidate for this client project. I would say one of the main issues is that they are in direct competition with several other bigger and better established community businesses some of which have better facilities. It is my hope that by doing them a promotional video that they can put online it will have the desired effect of attracting a more mainstream audience to the place. Failing this it is my hope that
- 7. Audience https://www.oldgirlsschool.co.uk/ “Older families and empty nesters are the usual residents in these streets of modern three or four bedroom detached houses found in towns across the country. Some of the older families may have paid off their mortgage and own their, average priced, house. It is unlikely there will be much multiculturalism in these areas. Generally household incomes are a little above the national median with some of these families earning up to perhaps twice the median. There may be a wide mix of occupations ranging from skilled manual worker to professionals and white collar workers. There may be the occasional company director. While some may have degrees it is more usual to find people's education ended before degree level. Most will have one or more credit cards, which they will use frequently spending relatively freely. They are a good deal more likely than average to manage these online. They pay for insurance cover to protect their homes and belongings and are more likely than average to have built up investments. These might be any combination of ISAs, shares, bonds or unit trusts. It is also likely that a good number might have built up sums in savings accounts. The insurance might have been researched and arranged online. Some may spend on technology, the occasional tablet PC, handheld computer, or portable media player, and packages offering the latest in TV. Most will have gone online in the past week. Some might have done so regularly while others only occasionally. However, other than financial services, wines, fragrances and days out, their online shopping is a broad mix with no more than average frequency of purchase. They are less likely than average to inform their shopping by reading customer ratings and reviews or to share their opinions through discussion forums or blog comments. Typical interests might include golf, gardening, or travel. Papers such as the Daily Express or Daily Mail might have good readership amongst this type” (8) I typed my postcode into Acorn and it gave me a summary about the type of people that live near my area. This is useful information to have as Cameo UK only gives me information on the demographics of my postcode wares this information tells me in a much more personal way the type of person that lives in my postcode as well as their lifestyle.
- 8. Background Research Since I have never done a promotional video before I decided to research different types of them in order to find out which type mine best fits. I can then work to the characteristics and conventions of that type in order to produce a successful final project. This was something I did on my Factual research as I looked at different types of factual documentaries which allowed me to identify what type on documentary I was making. I found an article on a website called oneproductions.com that talked about the different types of corporate promotional video. “1.The Product Launch What better way to demonstrate your newest product than to show it off with a corporate promo video? Not only will you announce your product or service to your audience, you can demonstrate its use, explain its features, and establish its necessity to your customers. 2. The Instructional You can do more than just display your product with a corporate promo. Use video to show your audience exactly how your product works, and take it a step further by demonstrating situations in which your product or service can be of use. videos are extremely popular on YouTube. Show your customers how to integrate your products in unexpected ways the more they understand about your product, the more confident they’ll feel in buying it 3. The Blog A video blog can take almost any form, whether informative, humorous, candid or scripted. Think of a video blog like a public company diary, where you can keep your customers informed while demonstrating a personal, approachable atmosphere. Engage your audience directly video blogs are excellent for encouraging discussion and interaction. 4. The Recruitment Looking to expand your employee base? Video is the perfect medium to recruit potential new hires to your company. Show off why your company is unique, and what makes it a great work environment. Film employee testimonials, show off your offices, get to know the boss–be personal! 5. The Informational Use corporate video as an opportunity to demonstrate your expertise in your field. Interview professionals, discuss new concepts, make recommendations anything that you are knowledgeable about and can contribute to your audience. 6. The Creative One of the most fun corporate promos you can use is the creative promo. This can be anything comedy or drama, several minutes or thirty seconds, enormously ambitious or simple and small-scale. The creative promo is your opportunity to show your clients, both present and future, who you are behind the logo, and demonstrate your company personality. 7. The Event What events does your company take part in? Filming these can be an excellent and easy way to add to your content marketing strategy. Get your events professionally recorded, and put highlight reels on YouTube you’ll intrigue and attract consumers while showing off what it is that you do 8. The Internal You can also use corporate video for communication within your company. Video is an excellent medium for distributing staff training, seminars, and FAQ’s for your employees. Use video to build a network within your company, your staff will be more engaged and your offices more interconnected.” (3)
- 9. Background Research After doing this research I would say that my video probably best fits into the creative category as well as the event category. The reason I say this is because I will be filming several events that are taking place at the community center in order to advertise my clients business and facilities. Now that I know this I can begin to research characteristics and styles of this type of video. This will allow me to learn from them and adapt these skills into my project. It is my hope that by looking at successful products I will be able to recreate this success with my video. This article on archilovers.com (4) talks about different characteristics that promotional video’s should have. Admittedly this websites main focus is architecture and therefore it is not a reliable source of video production information however, it is useful to get information on what a different variety of people would consider to be a good promotional video. “1. Effortless and real: Even if it is acting and orchestrated delivery, your business video needs to look authentic and effortless. A good video production team with experts and professionals in the team and a great recording studio highly contribute to that. However, experience and content matter a lot as well. 2. Not offensive to minorities: Your customers are not just a single group of people, they could be anyone. So, using offensive language, phrases, images or somehow depicting offence to minorities is the worst thing you can have in your video. 3. Great content: One of the major elements of any successful video is good content, if the material that you are building the video upon has got a grip then your video has high chance of being successful. Hire a talented and experienced video production Sydney team for a video with great content. 4. Good perspective: How an idea or content is presented matters a lot. A new perspective to show the same mundane everyday things can make video so much more interesting, video makers you hire should be talented to come up with new and effective perspectives.” (4)
- 10. I found information that supported my previous research on my video structure slide about peoples attention span when watching promotional videos. An article on Klood Digital states that: “Regardless of the medium, it is always vital that you get your message across as clearly and concisely as possible. You need to make sure your target audience know exactly what you want them to do, and this means leaving out unnecessary information. This is particularly true when it comes to video content, and the statistics are clear in terms of whether longer or shorter videos are more effective. Avoid breaking the two minute mark. Keeping to 60 seconds or less is even better.” (5) This is unfortunate as I know already that my video will have to break the two minute mark in order for me to include all the content I want to at an acceptable pace. However I intend to keep it a reasonable two minutes thirty, three minutes at the maximum.
- 11. Bibliography
- 12. Bibliography 1. Sarah Kay –Client Manager. (2018) Target Audience Interviews (conducted on 19-12-2018) 2. Unknown). LS25 6EG Category 4D Settled Urbanites.Available: https://www.cameodynamic.com/search- cameo/overview/?pc=LS25%206EG. Last accessed 14-11-2018. 3: Unknown. (Unknown). 8 Types of Corporate Promo Videos. Available: https://www.oneproductions.com/8-types-of-corporate-promo/. Last accessed 29 November 2018. 4: Crash Symphony Productions . (2016). Characteristics Of A Good Promotional Video. Available: https://www.archilovers.com/stories/16760/characteristics-of-a-good-promotional-video.html. Last accessed 18-12-2018. 5: John Rooney. (2017). The 6 Most Important Elements of a Promotional Video. Available: https://www.klood.com/blog/video/6-most- important-elements-promotional-video. Last accessed 18-12-2018. 6. Kailum Selby (2018) Target Audience Interviews (conducted on 19-12-2018) 7. Old Girls School Community Center & Tearoom. (Unkown). About Us History Of The School/Our Story. Available: https://www.oldgirlsschool.co.uk/About/. Last accessed 18-12-2018. • 8. Acorn. (Unkown). LS25 6EG Type 24: Successful Suburbs COMFORTABLY-OFF FAMILIES IN MODERN HOUSING - SUMMARY.Available: https://acorn.caci.co.uk/data/#t24_p1. Last accessed 18-12-2018. • 9. Debora Starbuck. (2018) Target Audience Interviews (conducted on 19-12-2018) • 10. Linda Francis. (2018) Target Audience Interviews (conducted on 19-12-2018) • 11. Janet Ward. (2018) Target Audience Interviews (conducted on 19-12-2018) • 12. Carole Long. (2018) Target Audience Interviews (conducted on 19-12-2018) • 13. Patricia Armitage. (2018) Target Audience Interviews (conducted on 19-12-2018) • 14. Cherry Waters. (2018) Target Audience Interviews (conducted on 19-12-2018) •
Editor's Notes
- #4: Analyse your audience. Use info from the client and any other resources you can to build a picture of them. Consider age, gender, socioeconomic status, geodemographics, psychographics and mainstram/niche. There are a whole range of resources such as NRS, Acorn, YouGov, your client and a host of psychographic profiles. You can also consider some primary research in to your audience as well.
- #5: Analyse your audience. Use info from the client and any other resources you can to build a picture of them. Consider age, gender, socioeconomic status, geodemographics, psychographics and mainstram/niche. There are a whole range of resources such as NRS, Acorn, YouGov, your client and a host of psychographic profiles. You can also consider some primary research in to your audience as well.
- #7: Analyse your audience. Use info from the client and any other resources you can to build a picture of them. Consider age, gender, socioeconomic status, geodemographics, psychographics and mainstram/niche. There are a whole range of resources such as NRS, Acorn, YouGov, your client and a host of psychographic profiles. You can also consider some primary research in to your audience as well.
- #8: Analyse your audience. Use info from the client and any other resources you can to build a picture of them. Consider age, gender, socioeconomic status, geodemographics, psychographics and mainstram/niche. There are a whole range of resources such as NRS, Acorn, YouGov, your client and a host of psychographic profiles. You can also consider some primary research in to your audience as well.
- #13: List all products researched in previous sections. Include anything additional you have watched/read in preparation for production. Alphabetise your list.