This sample material will help me sell my proposal to the client because it will provide them with a clear, first idea of what the video will look like and my vision for the aesthetic of the product. The storyboard will help the finished production by giving me the shots I want to film, and how I will edit it together with the build up being those first scenic shots of Cambridge and the beat of the drum then to the first sound of the melody and it all just coming together. Hopefully the client will see the potential in the product that I am creating and see that it can be a fun, cultured and exciting thing that can be shown to anyone and put the Cambridge community in a positive light.
M1: Justify content, distribution and marketing methods identified for the planned production to meet a client brief
> Explain what you know about your client. I know that my client is Cambridge City Council, and their purpose would be to present the city in it's best light and show the diversity of cultures in Cambridge. The quality of the product should be fairly good seeing as the council could be putting this as a promotional material on their website or something around that. I really want the content I make to have a positive effect and give the client the best bits of Cambridge and the community spirit that lives within the city.
> Explain in detail how your content will be relevant to your client My content will be relevant to the client because within my video, I am promoting Cambridge through the community spirit and happiness felt through the shots as well as many shots of Cambridge in bright sunlight making it look absolutely lush and like a place you'd want to visit and/or live in. I am also getting lots of shots of different people of all different ages, and this will show the diversity and culture of Cambridge.
The client asked me to produce a video displaying the different cultures around Cambridge, I have responded by including various different people from different cultures in my video. For example, I want to include the different religious cultures I also intend to cover a wider range of age groups to give the impression that Cambridge is for everyone. I will do this by getting them to interact with the song I intend to make by either clapping and/or singing, this will bring everyone together and look like a united community.
> Explain in detail how realistic and feasible your content will be to make. I think in some aspects my content will be quite difficult to create, this being the shots with all the people and instrumentalists singing/clapping however, I don't think it's not feasible. Because I'm shooting the production over a number of days there will be chances to get different people, including the public to clap to the beat of the song - and through the different ages and races I will get clapping, will show the diversity of Cambridge.
In terms of feasibility of the video production, it will be very realistic and feasible to make because I have all the necessary high-tech equipment needed to make the content. I also have Final Cut Pro to edit the video on which is a professional editing software.
> Explain what realistic and feasible methods (both digital and physical) your client could use to distribute and market your product. The client could distribute the product in many ways including YouTube which would be incredibly feasible to get going and appeal to a wide audience as well because a lot of different people are on YouTube. Also, YouTube has the advantage of you being able to share it almost anywhere by embedding it on to blogs, other websites, apps there are so many options to get the video out there which are all very feasible and realistic. Because YouTube is free and can distribute to lots of places, it does seem that YouTube is the most feasible.
Another very feasible method to distribute and market the product would be on Vimeo, it's good because the uploading of the video is completely free so no cost is spared on the actual uploading. And then to distribute it, the council could link it on their website and market it by the video drawing people to Cambridge.
Probably less feasible but still possible is catch up websites like ITV Player for distributing and marketing my product because they are ‘on demand’, people can catch up on all their favourite shows at any time completely free, providing they make an account. The way I would use ITV Player to distribute my product would be to put it forward as an advertisement before the shows. This means that the viewer would have to watch the video the whole way through before they can watch their show. Seeing the video could possibly inspire them to go find what it’s about and watch it again as well as share it so more people can watch it. The only problem with putting the video forward as an ad is that it might cost a bit to put it on the site however, it is still a successful way of distributing the video to an audience who might not of watched it another way. Some of the shows on ITV Player are more like soaps so could target an older audience maybe middle aged, who could have a family and then see the culture and fun of the place in the video, and want to move.
Physical methods of distribution would be to put the video on to a dvd or a memory stick for the council to do what they want with it and distribute it anywhere.
Skill Set You must reflect upon your own personal skill set - do you have all the skills necessary to carry out this task professionally? If not what will you do? Do you know what will be expected of you? Do you know how to make the content you have proposed?
I believe I have the skills to carry out this production because I have all the right equipment and I am good at organisations so I feel that I can get people into town, at different spots and have them at least clapping along with the music. I can do the production professionally because I will create a detailed production schedule and do my upmost to stick to it. For the most part, certainly in the establishing shots, I will be on my own so I know that I won't have to wait for anyone and I can just get on with it. I know also what is expected of me in that because I am the producer, I will have to organise everyone to be there at the right time (this includes both crew and people in the video.) I also have quite good editing ability, camera work, directing so I feel like I do have the skills to create the content I have proposed.
Why has the content you have chosen been included? The content I have chosen has been included because it best displays my proposal and plans out clearly with all the headers, what I’m wanting to create, my pricing on this product and how it would benefit Cambridge.
How best will the client market this product? The client will best market this product by putting it on all the welcome websites to Cambridge to show anyone who is thinking of visiting, living or studying in Cambridge that it is a fun and cultured community with lots of incredibly impressive sites to behold.
How best will the client distribute this product to reach their target audience? The client will best distribute this product by putting it on YouTube. Youtube is a worldwide platform for all videos and would really make people view Cambridge in a positive light.
Explain two ways your product could be marketed to audiences in the digital age? Use examples from your product. A way my product could be marketed to audiences in the digital age is on YouTube. Youtube is a worldwide service so the video could be shown to audiences all around the world, who could be then inspired at the culture of Cambridge and want to visit or possibly live in the city. It is also a free service to view and upload to, so it wouldn’t cost anything for the video to be put on this platform. The video, once put on YouTube, could then be shared by the public through other social medias like Facebook or Twitter. YouTube also has a service called AdSense which would enable us to put advertisements on the video so it would make some money every time someone views the video. Having the video go all around the world would inspire many people to come to Cambridge once they see the variety of culture and experience the city has to offer. This would bring holiday goers or tourists who have lots of disposable income, which can then be used in the city. Within the people watching the video, there could also be some students looking to study somewhere, which could then lead to choose Cambridge, and that would mean money to the university as well as a guaranteed three years in the city. Families could also be inspired and want to visit or live here which, would again, bring more money to Cambridge. Another way my product could be marketed to audiences in the digital age is through music downloading sites and apps like iTunes. The benefits of my product is that it can be marketed as a song as well as a video. This means it could be sold as a track on websites and apps like iTunes for a good price of around 99p which, as the video gains a bigger following, the numbers for the song would get higher and then gain more money. It would also spur people to check out the video on different platforms, share it more and get it to a wider demographic.
Identify 3 channels of distribution for you product that may be considered successful in the digital age in terms of product reaching it’s audience? Justify your answers.
Ist Channel – YouTube YouTube would be considered successful for distributing my product because it is a worldwide service, so can be seen by people all around the world, who are thinking of visiting or living in Cambridge. YouTube is also a simple service in terms of sharing. There is an option of sharing the video to other social media sites, which would bring in a wider audience because with every share, more and more people are viewing it, liking it and sharing it to their followers. Because my video is quite fun and enjoyable to everyone with the good music and people of all ethnicities and cultures coming together, it is very likeable as well as sharable and could easily go viral. YouTube is also considered successful in distribution because it is a free service for the public and millions of people use it daily. Another way to harbour YouTube’s distribution power would be to put the video forward as an advertisement for other videos, this would be good because people aren’t having to find or search for it, the video is just being put on any random video they’re watching, so it would gain a wider audience. The video could also be centred around the target audience for the video, so if we were just trying to get students to come to Cambridge, we would put the ad on videos that that age demographic usually watch, which would distribute the video more effectively. However, putting the video as an advertisement on YouTube would cost money.
2nd Channel – ITV Player TV catch up websites like ITV Player would be considered successful for distributing my product because they are ‘on demand’, people can catch up on all their favourite shows at any time completely free, providing they make an account. The way I would use ITV Player to distribute my product would be to put it forward as an advertisement before the shows. This means that the viewer would have to watch the video the whole way through before they can watch their show. Seeing the video could possibly inspire them to go find what it’s about and watch it again as well as share it so more people can watch it. The only problem with putting the video forward as an ad is that it might cost a bit to put it on the site however, it is still a successful way of distributing the video to an audience who might not of watched it another way. Some of the shows on ITV Player are more like soaps so could target an older audience maybe middle aged, who could have a family and then see the culture and fun of the place in the video, and want to move.
3rd Channel – Spotify Spotify is considered successful in the digital age for distributing my product because it is an incredible service. Spotify can be a free or paid for app which features all the music you could ever need or want on your phone. There are a number of ways my product could be distributed on Spotify, the first is actually placing the product as a track on Spotify for people to download or follow at their leisure. The good thing about my product is that it’s a great product as a music video as well as just a song, obviously you don’t see the variety of culture or scenic views on just the song however, Spotify have millions of users daily who could here the song and then want to see the video that goes with it. This would widen the audience for the video because you’re presenting it to a lot of people who maybe don’t have time for videos and just listen to music on the way to work or college. To distribute the song more effectively on Spotify, we could ask for it to be place on different playlists so people don’t have to search for it, they just click random or shuffle and it appears. Another way the video could be marketed on Spotify is as, again, an advertisement for the profiles on Spotify who are only on the free version. This would however, have to be paid for as well as only be able to be a snippet of the video because Spotify adverts are only ever just 30 seconds but, it would still grab the attention of the public.