ACADEMIC PROJECT PLAN

The concept for this project is to create a promotional video for Bell Group, which is one of the largest property services contractors in the UK and provides many services like flooring and roofing in a variety of different sectors such as education, healthcare and social housing. The company is well established and incredibly successful in its field, so I would like to make this promo individual and find an existing issue that Bell Group is working to resolve. This way I can advertise to a specific target audience and cater towards this, setting my production apart from any existing promos for this company. I found that there has been a rise in demand for female tradespeople across the property services industry, and would like to document how Bell is tackling this issue as their competitors also have promotional media highlighting how they are also promoting gender equality.

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Bell Group have been recognised for the successful apprenticeship opportunities that they offer, and won the 'promoting diversity' category at the Scottish apprenticeship awards in 2023. I would like to bring attention to this element of the Bell Group and promote their recruitment, apprenticeships and work placements to women between the ages of 16 and 30.

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The aim for this promotional video would be to:

• Introduce Bell Group as a company, highlighting its attention to CSR and its family ethos,  

• Explain why this along with many other aspects makes this company successful and unique,

• Bring attention to the lack of gender equality within the property services sector,

• Discuss how Bell is working to solve these issues, promoting the apprenticeship opportunities provided by Bell while encouraging aspiring female apprentices.

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This concept slightly differentiates to what I planned when generating the idea. This is because I was first aiming to promote the painting and decorating apprenticeships to women so that I could produce a film that has a very specific topic. Instead, I am now going to promote to women the wide range of apprenticeship opportunities that Bell Group have to offer; this allows me to sell the bigger picture (creating more of an impact) while keeping my target audience very similar. 

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I plan for this promotional film to be in a docuymentary sty, featuring interviews, infographic text and general views of working life at Bell. I aim for the final product to be informative and simplistic, reflecting the sense of professionalism that is flaunted in their previous promotional videos. In creating this promo, I will be empowering young women to commit to employment that they will enjoy while simultaneously promoting the strengths in Bell Group as a company against its competitors.

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Research will be very important aspect of the production of this project. I have already familiarised myself with the company by creating a document in the style of a mind-map where I noted any information about Bell Group that I felt I needed to know, strengthening my understanding of what they can offer and topics that I can use within the promo. I would like the further my understanding of interviews in general by finding tutorials and guides online about how to conduct and film one, as well as analysing an example of an interview similar what I will be producing. I am also aware that I need to research into a contingency plan in case anything is to go wrong. Another topic that I need to research is the ways in which Bell Group utilise their social media so that I can form a successful social media strategy that will align with my target audience. The are also many other topics that I will research further into developing this project when I have a clearer idea of the structure of this promo. 

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In terms of primary research, I would like to create a survey targeted towards my target audience about female attitudes towards employment within property services. This will give me a better understanding as to what Bell can offer to support this demographic. I am hopeful that I will be able to get two interviews. One that I am specifically aiming for is an interview with the Chief of Staff, Tracy Brescia, who can give me valuable insights in what the company has to offer for female employees from the perspective of somebody in a senior position, as well as her own experience working for the company as a woman. I would additionally like to include another interview with an existing female apprentice or member of staff who was an apprentice, who can provide her own testimonial of working as a female apprentice for Bell Group.