BTEC LEVEL 3 DIPLOMA IN THE CREATIVE MEDIA INDUSTRIES
UNIT 2: COMMUNICATION SKILLS FOR CREATIVE MEDIA
PRODUCTION
LO1/LO2: BE ABLE TO EXTRACT INFORMATION FROM WRITTEN
SOURCES TO CREATE A REPORT IN A MEDIA PRODUCTION CONTEXT
By: Sophie Samengo-Turner
Teacher: Mr Pillai
Why You Need Us: The Importance of a Corporate
Promotional Video for Your Institution
You, St
Francis Xavier Sixth Form College, has come to Sensational Entertainments for a
promotional video to show to prospective students and parents looking for a
college to join. In this report we shall prove to you that you have made the
right choice in coming to us for the job.
‘Branding associates certain meanings
with products, which usually seek to establish something called a USP or Unique
Selling Proposition’
(Branston, G, Stafford, R, (2006). The Media Student’s Book, Routledge, p
304)
Your college’s
main unique selling point is the fact that it is a Catholic college. There are
only four Catholic colleges in London and so it is important to get this point
across. It is also incredibly important that we get across the other unique
selling points which are the facilities at the college. We shall include the:
Learning
support
LRC
Chapel
Gym
Christian
ethos
Excellent
teaching
Wide
range of course available.
When people
watch the promotion for your college we want them to think of all the points above,
we want the audience to brand the college with these unique selling points.
‘At the simplest level branding involves
trying to persuade customers of a products quality prior to purchase or
experience by means of the reputation or image of the producing company’
(Branston, G, Stafford, R, (2006). The Media Student’s Book, Routledge, p
304).
We want the
audience to understand how unique the college is before they’ve even been
inside the building.
‘Promotion is about communicating with
customers and potential customers. Through promotion a business communicates:
·
Who they are […]
·
What they sell […]
·
Why consumers should buy their product
[…]’
(Ashwin, A, Merrills, S, Thompson, R,
Machin, D (2008). AS Business Studies, Collins,
p 31).
We want to
tell the customers about the college. The product is the college which is a
public service: education. If we turn the quote around to our own needs we see
this:
·
You
are St Francis Xavier Sixth Form College
·
You
provide education
·
The
college offers good teaching, facilities and great grades in a Christian
environment
In our
promotional video we will get all of these points across to your audience. It
is also important to prove to your audience that your college is the one to
pick.
‘Consumers are faced with so much
choice that it is often the business that ‘shouts the loudest’ about its
products that gets noticed. Promotion is essential to:
·
Increase demand for products
·
[...] create, enhance or maintain a
brand image
·
Raise awareness, emotion or concern
for an issue or product
·
Maintain, protect or increase market
share’
(Ashwin, A, Merrills, S, Thompson, R,
Machin, D. Page 31 (2008). AS Business Studies,
Collins).
In other
words; Parents and students are faced with so much choice on the college they
should pick and so we shall shout the loudest to get this college noticed. Our
promotional video will:
Increase
number of candidates wanting to apply
Show
the schools excellent reputation
Make
the parents see that the final step before going to university or work is best
served at the college
Maintain
the hierarchy over your competition
‘Marketing
mix: The combination of product, price, promotion and distribution (place)
used to generate profitable sales – often called the 4Ps’
For your
promotion we shall contribute to the success of the college by contributing to
the college’s marketing mix. We shall focus on the
promotion of the college to ensure that our P in the marketing mix is successful.
‘Every promotional
campaign requires a direction and setting objectives helps to clarify what the
expected outcomes will be. Objectives are specific and purposeful statements
that can be measured and evaluated. One way of thinking about how to set
objectives is through using the acronym SMART:
- Specific
[...]
- Measurable
[...]
- Achievable
[...]
- Relevant
[...]
- Time-bound’
Sensational Entertainment’s direction and objective is to create a
professional and high standard promotional video for you. We are specific in
our administration to reach achievable goals which we shall constantly check.
Our promotional video shall be relevant to your college and what it offers and
the video shall be created in eight weeks. We shall use SMART to ensure that the project is completed within this eight
week time scale.
‘Internet – This has
become an increasingly important and measurable way of reaching different
target groups of people’
With internet being so popular these days it should make the video
easy to find and more people would see it. With the video being based on the
school website and YouTube only those who are trying to find this information
will be successful.
‘A website can last
indefinitely’
(Sivewright, C (2000). 25 key topics in Business Studies,
Studymates, p 102)
Unless a website is taken down it can always be found. On the
college website this video can last as long as you wish.
Sensational entertainments is using one your very own student
council presidents, Simni. Simni shall be talking your audience through the
corporate promotional video in a slow manner using a smooth tone of voice.
Although the words are important in the video, just looking at the pictures and
listening to the smooth voice shall encourage your audience that this is an
excellent college to come to, as stated in this quote:
‘Beyond the actual words
used, there is also a question of register: the manner or tone, in which they
are spoken’
(Stewart, C, Lavelle, M, Kowaltzke, A,
(2001). Media and Meaning an introduction,
BFI publishing, p 28)
Since you
came to us directly, we will be creating a below the line promotion. This means
that your college has saved money by cutting out the middle man and avoiding
paying an agency fee to find you a suitable promotion company. We will make
sure that you do not regret your decision to hire us.
Bibliography
Ashwin, A,
Merrills, S, Thompson, R, Machin, D. (2008). AS Business Studies, Collins
Branston, G,
Stafford, R. (2006). The Media Student’s
Book, Routledge.
Sivewright,
C. (2000). 25 Key Topics in Business
Studies, Studymates
Stewart,
C, Lavelle, M, Kowaltzke, A, (2001). Media
and Meaning an introduction, BFI publishing
Business Case Studies: http://businesscasestudies.co.uk/unison-promotion-to-campaign-for-public-services/promotion/.html#axzz2FJgVAyCE (18/12/12)
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