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50% of video has to be own images
'call to action' segment

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My initial thoughts about this course is that I'm excited to complete the assignment. I have made some small scale videos in the past and I will enjoy developing my skills in that area. The creative process is especially something I am looking forward to. I am also interested in the website development as it is something that I do not have much experience in but would love to learn.

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What topic/organisation to do the video on?

- Art supplies
- Mediums (paint, ink, pencil etc.)
- Art lessons
- Illustration
- Cartoon
- Painting
- Real world issues
- Diversity
- Domestic abuse
- Homelessness
- Music lessons
- Circus
- Theatre production
- Fringe
- Adelaide zoo
- Environment
- Cafe/ restaurant
- Kitchenware
- Accessories (sunglasses etc.)
- Clothing (surf gear/ activewear/ formalwear?)
- Technology
- Charity
- Community events (R u Ok day etc.)
- Books
- Makeup
- Video games
- Shoes
- Drinks
- Animation
- Jewellery
- Sport
- Swimming
- Dance
- Basketball
- Interior design
- Car
- Skateboards
- Bikes
- Theatre production
- Coffee
- Wine
- Grocery

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Finalised topic: Sunglasses

My promotional video will be an advertisement for a fictional store that sells polarised sunglasses in a variety of styles and colours.
This promotional video will centre on selling sunglasses to aid the battle against cancer. At this stage, the idea is for it to be lighthearted but also to generate emotion. Statistics on cancer, specifically those that affect the eye will be utilised to generate this desired response.

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New finalised topic: Dance

I have obtained permission to promote Rachel Symons Dance Studios via email. The next step from this is to isolate which particular aspect of dance and Rachel Symons Dance Studio I want to cover. In order to do this, a mind map will be created to help narrow down ideas.

My idea in dance for entry #3 mentioned showing the wonder of dance.

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Rachel Symon's dance studio is now unavailable for filming. The next step from this is to keep the general topic and marketing demographic (teenagers, especially girls) and to keep the awe and inspiration that I desire to make. However, I now intend to create an animation in order to convey my message and intend to also play up the health benefits and beauty of performance that dance offers. This new medium I feel will also stand out amongst other dance promos and catch the eye of the viewer.

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This mind map has helped me explore what path I may go down to promote RSDS.

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Brainstorm online with Bubbl.us. Easily create colorful mind maps to print or share with others. Almost no learning curve. Millions of people are using Bubbl.us worldwide to generate ideas, map out processes and create presentations.

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Due to the focus on a real world company, it is important that my promotional video highlights not only creative integrity, but also who RSDS are as a company.
Below is an extract from the official RSDS website in the 'about us' section. Key aspects of the studio I feel I should draw attention to are highlighted.

The Rachel Symons Dance Studio opened in 2008 with the aim to provide students with a safe, educational and recreational environment to dance. Classes are taught by experienced and qualified teachers in a friendly, encouraging and child-focused atmosphere.

The Dance Studio’s mission is to build confidence and expertise by providing performance opportunities. Our staff help develop student’s to their full potential, as long as they wish to learn. We also assist gifted children by advancing them at a pace that will challenge and develop their strength and ability but will not overburden them. During our classes students get the experience of working with guest teachers who demonstrate different dance styles and teaching methods.

In every aspect of our work we hold ourselves with honesty, integrity, respect and professionalism, which is what we’ve come to expect and receive from our students, teachers & families.

RSDS is available for studio hire offering excellent facilities that would suit fitness, yoga & pilates groups.  We also have a space suitable for vocal or music lessons (piano, guitar, etc).  Contact the studio for further information.

Below (taken from the 'events' section of their website) are studio events. This is a potential idea for promoting a specific RSDS event rather than dance in general.

DATE/TIMEEVENT03/02/2018 - 14/04/2018
12:00 am | RSDS Term 1
Rachel Symons Dance Studio, Newton
01/07/2018
10:30 am - 2:30 pm | Mid - Year Display Day
Saint Ignatius College, Athelstone, Athelstone South Australia
19/12/2018
7:00 pm - 10:15 pm | Showcase 2018 / 1
Shedley Theatre, Elizabeth, Elizabeth
20/12/2018
7:00 pm - 10:15 pm | Showcase 2018 / 2
Shedley Theatre, Elizabeth, Elizabeth

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I really appreciate the interview at the start of the year. Rachel Symons talks to each student to find out what they personally want to get out of their dance program. She keeps you up to date with fantastic opportunities at her dance school and further afield.

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Critique: This video is designed around a dance festival held at Roehampton University. It consists of black and white footage of dancing, interweaved with interviews of what dancing means to each participant. These interviews are especially what sets this video apart from the other two.

Message: The message of this video, unlike the other two, is more about what dance means as a whole. It demonstrates a more personal perspective rather than showcasing skill alone.

Audience: Due to the young people that are involved in this video and the fact that this is a university promotion. The video is targeting students.

Sound: The background music in this video is relaxed and almost whimsical. This fits the video aesthetic as it is all about what dance means to the individual and how dance affects them. What is noticeable in this video, however, is during many of the interviews, background noise can be heard. I feel this is distracting for the viewer and takes away from focusing on what the students have to say about dance. It also makes the video appear more amateur in production.

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Critique: This video is designed to encourage people to join Wild Crew, it consists of a single take of the crew dancing with a dark contrasting background and colourful lights.

Message: The message of this video is ultimately to join Wild Crew. The video is demonstrative of the group's abilities and skill in order to convey their message.

Audience: The dancers featured in this video are young women and therefore are assumed to be the target of this promotional video. The targeting of this demographic is made even clearer through the  call to action segment at the end which encourages following Wild Crew on social media.

Sound: The music in this emphasises the energy the dancers are putting in and the funky style of dance.

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Entry #8 - Research - Marketing continued...

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Entry #8 - Research - Marketing continued...

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The most updated edition yet of the benchmark guide to marketing and PR, with the latest social media, marketing, and sales trends, tools, and real-world examples of success This is the fifth edition of the pioneering guide to the future of marketing.

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Entry #8  Research - Effective Promotion and Marketing Strategy 

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Entry #8  Research - Effective Promotion and Marketing Strategy 

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Audience Targeting

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YouTube's 120 million viewers are a tempting target for any business, large or small. How can you tap into the potential of YouTube to promote your business and sell your products or services? YouTube marketing is easy enough that any business can do it. All you need is some low-cost video equipment-and a winning strategy.

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Through exploring different perspectives on my mind map in entry #6 I feel I should either target young people (ages 12-18) or their parents. After consideration, I have decided my target audience for my promotional video will be that of young people. The reason behind this is that that particular age group makes up large portion of RSDS and it is the age where parents are less influential in their children's activities than an age group like 4-12 year olds. It is also noted that the majority of dancers in RSDS are also girls. This demographic represents a stage of life where many people are self conscious and concerned about belonging in a group. In order to appeal to this demographic I believe that there should be themes of community and developing the confidence to be seen on stage. Not only would these themes click with the target audience, it also represents what the studio is all about; 'develop student's to their full potential' in a 'friendly and encouraging' atmosphere.

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Upon researching these videos that promote dance, I have found that showing off the music and the skill of the students is a major part. Whilst this is a very effective method to promote dance, and I plan on integrating parts of both. I want my video to be unique to RSDS and show the community behind it as well as the performance. For this, I think it is valuable to capture the students together when they are not dancing but having fun with their peers and teachers.

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Top Ideas:
1. Drinks (wine/coffee)
- Wine: Potential skit?
- Emphasis on local wine industry (film on location in Barossa?)
2. Dance
- Real world contact - Rachel Symons Dance Studio
- Showcases the wonder of dance
- Storyline?
3. Accessories - Sunglasses
- Emphasis on having fun in the sun
- Warns against cancer and eye damage
- Polarised lenses to protect eyes
4. Social Issues - The Big Issue/ mental health (anxiety)
- How widespread the particular issue is
- Utilise an individual story to touch the audience?
- The issue presented abstractedly?
5. Clothing- either active or formal
- Active: Being free to do anything within the clothes (running, jumping, hiking, sport etc.
- Emphasis on either technical aspects of clothes (stretch, material, breathability).

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As stated in entry #. My target audience will be young people. Specifically, 12-18 year old girls.
I want the main tone of my video to be awe and inspiration. I want the audience to feel energy through the video. This type of response was something I felt very much through the music of video 2 (entry#7) and am looking to recreate that to some degree. After the video is over I want the audience to feel motivated to sign up for a dance class.

In order for the target audience to feel these emotions. I wish to use shades of blue and purple. One reason for this notion is that it matches well with the RSDS studio logo (deep blue and white). In addition to this, research into the elements of design has shown that blue is evokes feelings of trust and dependability and imagination and creativity for purple.

In terms of typography, I plan to use contrast to ensure all writing stands out and plan to use a similar, if not same font that matches the RSDS studio.

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'Producing Videos, a Complete Guide by Martha Mollison'

Composition and Framing:
Part of 'visual language.
Viewers should be able to understand the story of the video despite the time and space compression of screen production.
'Composition deals with the way the parts (elements) of the picture are arranged in relation to each other and where each one appears on the screen.'
Balance:  How to create an aesthetically pleasing shot

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Critique: This video was made for IDO. It consists of a single group of dancers and a violinist. This video is designed to showcase the troupe's skill.

Message: This message is encouragement to join the international dance organisation. It appears to be focused on the skill and collaboration that is found in dance.

Audience: Judging by the dancers in the video, it is assumed that the target audience is young adults who love dance and possibly already have skill in that area. Since all the dancers are men, it could also be said that they too are targeted.

Sound: The sound in this promotional video is one of its key elements. From the very start, the audience is grabbed by the music. the violin creates a very epic atmosphere surrounding the dancers. This aspect of the video is something that I would like to integrate into my own promo.

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IDO - International Dance Organization  | IDO PROMO VIDEO