Research

For this, we first looked over the client brief & highlighted and key points in Apples PDF viewer. We highlighted any key points that we would need to follow, including branding, colour schemes, tone of video and the subject of the videos. We also looked into the different departments we would need to record, including plumbing, automotive and mental health. Some are TBC (To be confirmed) as they do not know specific times and dates. All we know is that at least 2 videos need to be done by the 9th of December, which means edited and published to different college socials like LinkedIn, YouTube etc.

DEMOGRAPHIC

Age -

The target audience would be within the ages 15-50 years of age. The reason it is so broad is because it won't only be students looking into these videos, it will mostly be families who may be struggling with the cost of living crisis but may also want to go to college or higher education to learn certain subjects.

Gender -

In this case (& most) gender does not matter at all, anyone who wants to join Shrewsbury college or anybody who is struggling to survive or may struggle during the Christmas season is included.

Background -

Background doesn't matter if it is talking about ethnicity, where you may be from etc. However, criminal history may be a deciding factor, but these videos are mainly concentrated on helping families in this extremely tough financial time.

Location -

Location is also quite a big factor, because this is not just trying to help people, but get people to join the college, it may be harder for people living further away to get to college to be educated. As much as the college does allow for bursary and help with transport via bus and train (I think), some people either may not see it as worth the hassle, or they simply need to be in jobs because their family simply cannot afford to let them go. People in Shropshire, West Midlands would have the absolute most benefit from the college and courses as there are a lot of very easy ways to gain access to transport via Arriva buses, or taxi.

Perception of situation -

In a lot of peoples minds, especially parents minds, their kids going to college may not be as good as just getting a factory job or a job that just gets the family by, therefore they won't be able to go to college. Some people also see further education as a waste of time, for example, getting a job straight after high/secondary school is the only option or what they want as they simply cannot be bothered to spend time to gain qualifications and think that high/secondary school gave them what they needed. With regards to the videos we will be producing, we need to show everyone that watches them how worth it college is, what futures unfold and the potential there is for a college student.

Other Adverts

I decided to look into more videos, specifically other colleges videos and tips & tricks videos to get a feel for the kind of video we should go for. I found these results -

This is a Ludlow College advert and promo video where it tries to give you a sense as to what to expect from their small community. It is a slow-paced ad; however, it gets its main focus across which is showing some of the courses they offer. They talk a lot about how easy it is to make friends in the small space they have which may attract more extroverted people. The also offer a wide range of courses which is a good focus in the video for people who are considering joining them. The video itself is cinematic, not really focusing too much on the lessons and more on the fun people are having there and everyone smiling and hard at work, which for parents, is exactly what they think their child needs or wants, therefore, perfect place to go.

This next video is from Cambridge university and is a promo for their courses and about the area around them. The video is more fast paced and feels really nice and flowy, I think they are using a drone to capture the footage which compared other videos I have seen, is better at getting the message across quick without being confusing. The main focus of this video is showing of their campus, resources, environment and culture around them which a lot of students 100% take into consideration when going to a university. This is also good for the parents as they can show of on Facebook that their kid goes to a very well-endowed and popular university which also gives it more free advertising. Unlike the Ludlow College video, the theme I am already seeing is that the videos are cinematic in style which does in fact attract film makers and other creative students who want to fully gain a qualification in the creative arts, and if Cambridge university have those courses, students will most likely join.

This is an interview by channel 5 about money saving hacks & battling the cost of living crisis. This is a talking heads video that includes small b-rolls of the subject they are talking about. The camera setups range from far & distance to close & comfortable with clear lighting casting shadows where they are meant to be, showing this interview & guide as a well-made professional production. all of the b-roll has talking in it to keep the viewer interested whilst not being too much to listen to, the voice is nice & calming. The cuts between shots are somewhat jumpy & at times uncomfortable, but most of the time they are clean & nice to watch. The background & audio are both spacious & clear making the viewer feel more comfortable when watching the video.

This is another talking heads video by the BBC about the cost of living crisis, mostly about money saving hacks for the general public. I am using this video as research because it is more focused around one person talking rather than multiple people being interviewed. The camera when focusing on the subject is always in frame in the the centre which makes it a lot easier to follow along with what is being said. The audio is very clear so everything is understood along with b-roll footage of the subject showcasing moving image of the subject matter. The background in the interviews are not blurred giving a more spacious feeling allowing the viewer to be more comfortable whilst watching.

NYPD Gangsta Cops

NYPD gangsta cops is very fast paced not giving too much time for the viewer to comprehend everything slowly which is good for short attention spans even for when this was made. The camera is using the rule of thirds when the character is giving enough space for extra editing features like text & images to easily appear next to the main subjects. The background is also blurred giving the main focus to the people being interviewed.

Secondary research