RESEARCH
It is essential that I thoroughly research into relevant topics relating to this project. I can then understand all aspects of community and corporate production to the best of my ability, along with having a suitable comprehension of my client.
ANALYSING PROMOTIONAL PRODUCTIONS
I have analysed four existing promotional videos so that I can have a better understanding of what conventions they have and to inspire me when creating my own.
BELL GROUP RECRUITMENT PROMO
https://vimeo.com/274682457
PLATFORM
Produced by Copper Tree Media for Bell to use on their website and social medias like Facebook and LinkedIn.
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FORM
The promo is in the style of a documentary, including an interview with a senior member of staff. It shows evidence of employees at work while the interviewee discusses the benefits of working for the company. There are also about six other interviews that provide personal account of employees working experience.
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STYLE / TONE
It is informative and simplistic, communicating the core message swiftly. It is practical, and stylistic choices such as slow-motion B – roll create a sense of professionalism. Employee interviews give an authentic testimonial style.
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STRUCTURE AND LENGTH
The video is 2:42, providing enough time for the main interviewee to go into detail about a range of topics while also showing different perspectives with a range of interviews.
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MEDIUM
This video is a promotional film used online through company websites and social media. The audio from the primary interview is edited as an L-cut, functioning as a voice over on top of a following sequence of employees at work. Infographic text is used at the end where the video fades to white and the company logo with the website domain are proudly displayed as a call to action for the audience.
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IMPACT
This video makes me feel positive about the company because it communicates a professional message while all interviewees present as down-to-Earth and likeable. As an audience member this has a great impact on promoting the company and persuading me into wanting to be involved.
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BURGER KING REBRAND INTRODUCTION VIDEO
The official rebrand introduction video for Burger King (youtube.com)
PLATFORM
Posted on YouTube and uploaded to websites such as StirWorld.com. Produced by Jones Knowles Ritchie.
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FORM
This promotional video is in the style of a brand awareness promo, with instantly recognisable elements such as colours and icons that relate to Burger King as a brand.
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STYLE / TONE
It is very quick and flashy, with a style that is very energetic and eye catching. It communicates a message of what the brand can physically provide along with selling a feeling to their customers.
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STRUCTURE AND LENGTH
The video is 1:23 and communicates a lot due to its fast pace and its structure with a beginning, middle and end. It opens with an introduction using large, simple text. This leads to a montage of food products displayed in a cinematic way using techniques such as close-ups and camera movement. Lastly, it ends with an animated re-creation of the brand logo.
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MEDIUM
This promo has fast paced infographic text to upbeat instrumental music. The text is large and is emphasised with bright colours related to the brand such as red, white, and orange. Text is animated to move around the screen, along with other animations of products that they sell. Views of the actual products are also incorporated using the same fast-paced, eye-catching style.
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IMPACT
This promo is impactful because it uses a variety of techniques to successfully flaunt an energetic theme that is passed on to the audience. It makes me as the viewer feel good about the brand and encourages me to buy from Burger King through cinematic techniques that present their food as appetising.
ABC MEATS PROMO - ALL BEST CUTZ
https://www.youtube.com/watch?v=E6fUDddc_gA
PLATFORM
Posted on YouTube and uploaded to the official website for ABC Meats.
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FORM
This promo is in the form of a song that uses its comedic value to make it memorable. It features a satirical rap song that briefly explains about the business and why the audience should shop there.
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STYLE / TONE
The tone for this promo is comical and humorous. It takes the style of rap songs and uses conventions that are seen in rap music videos such as dance and crude humour. It also uses the technique of shock value because of its risqué comedy, contributing to it being memorable.
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STRUCTURE AND LENGTH
The promo is 2:51, enough time for a full song without it becoming boring. The video has a clear structure as a result of the arrangement of the song; relevant clips are shown relating to the subject matter, and there is a dance section at every chorus.
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MEDIUM
It is a promo that was created for viewing on the internet because it caters to trends and viral videos that were popular at the time. There is infographic text that introduces the song as well as in the outro where the screen fades to white and the logo as well as the companies social medias are shown.
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IMPACT
This promo certainly has a lasting impact on me because it is one of the only promos in this sector and location that takes this approach to its advertising, making it memorable. It made me feel positive about the brand because I respond well to that type of humour, however others may not have the same reaction.
SPOTIFY WRAPPED PROMO: HOW IT'S MADE
https://www.youtube.com/watch?v=hpwv5tiQGKk
PLATFORM
Posted on YouTube for Spotifys ‘How it’s Made’ series.
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FORM
This promo is in the form of a documentary, explaining how the Spotify wrapped feature is made and advertising it at the same time.
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STYLE / TONE
The style of this video is on brand for Spotify, with bright colours of green and purple with motifs of music like notes and headphones. It is simplistic and straight-to-the-point.
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STRUCTURE AND LENGTH
This promotional video is 2:19, lengthy enough to go into detail while keeping the audiences attention. Different topics are covered such as its history in the first half, and its future in the last half.
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MEDIUM
This video is a promotional film that features interview audio in the background of infographics. There are also animated elements of the promo that make the video more visually appealing such as small drawings of motifs relating to spotify and the topic of music in general.
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IMPACT
I believe that this promo works because it does two things simultaneously, promoting the Wrapped feature and informing the audience about its history. I am now more likely to have more interest in the feature now that I know how it works.
ANALYSIS EVALUATION
Analysing these promotional videos has led me to understand that there are common conventions for a lot of promos. For example, I noticed that many general views are often slow motion. I plan to take this as inspiration and use the same effect to create a cinematic look. I have also noticed that over these sequences is typically the audio from the interviews, usually as an L-cut. Personally I would like to experiment with different types of audio cuts and try to include a J-cut, alluding to an interview before I show it.
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Another convention of promotional videos is infographic text, used to quickly communicate information. I believe this is a great way to introduce a video or to close it, something that I may incorporate as well. I also noticed that music is a crucial way of setting a mood and tone, and I may take a different approach to adding music because of this. For previous projects I have often found the music that I would like to use before planning the storyboard. This is because I use it to structure my videos. Conversely, for this project I will film my interviews and general views first, and find background music in post production to compliment any stories that are told.
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To conclude, watching these promos was very informative and I now feel much more confident in the ways in which promotional videos are produced.
BRAND RESEARCH
BELL GROUP
This is a PowerPoint slide that I have created just to simply collect and summarise all of the important information that I need to understand to create a foundation for my knowledge about the company.
I have decided to go further in detail with my research of Bell Group to help me to fully understand what I will be promoting so that I can use this knowledge to support the production of this video.
BELLS VALUES
What makes Bell individual and successful against other contractors is their attention to community initiatives, which is largely motivated by the fact that they are a family run business and heavily reflect this nature. They have 'dedication to doing what is right and not what is easy'.
'Believe,
Be Better,
Be Bell'.
- The Bell philosophy, also known as their company slogan.
An integral part of their business approach includes their social value strategy in which they focus on societal issues within a contract. They employ Community Engagement Coordinators who work closely with specific branches and clients to guarantee that their duty to social value is effectively delivered across contracts to the clients and the community. Bell's work on community initiatives has been recognised in HM Queen’s Elizabeth II’s 2019 Birthday Honours List, while the Founder and Chairman, George Bell was awarded an OBE for his work in supporting communities and local employment.
An example of a notable project where Bell Group displayed their community values is when they worked alongside veterans’ charity Launchpad to redecorate their communal area and kitchen. In this event they delivered an upskilling and volunteering course lasting two days where residents were taught the basics of painting techniques. Launchpad provides accommodation for veterans, supplying them with a welcoming and warm environment and aiding them with finding suitable housing and employment.
'Our Social Value Strategy focuses on the societal issues that are a natural fit with our business: inspiring young people, social inclusion, community regeneration and environmental issues.'
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- Sam Hughes, Assistant Manager, Projects at Launchpad’s Avondale House
Image from event, documented on veteranslaunchpad.org.uk
This project is a perfect example of Bells dedication to putting their values into practice. I would like to put an emphasis on the aspects of their social value strategy (as quoted above by Sam Hughes) within this promo, paying particular attention to 'inspiring young people' and 'social inclusion'. This is a key theme within the promotional video and will be an excellent selling point because it caters directly towards the target audience.
Environmental issues is a topic within their Social Value Strategy. Bell has a Code of Corporate Governance that outlines their practices and policies that guide the company in the right direction with sustainability. They hold high expectations of their employees as well as outside organisations such as their suppliers and business partners to comply with all laws and regulations to ensure that that social responsibility is considered by all aspects of their work. They also have an Environmental Policy Statement available to read at www.bellgroup.co.uk that outlines their approach to environmental management.
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Social inclusion is another key aspect of Bells values. This is an important topic for this project since the promotional video is heavily focused on encouraging women to get involved in a male dominated sector. Just recently saw International Women's Day, and Bell Group recognised this day by posting a tribute to women that work for the company, including a testimonial by Tracy Brescia, who I plan on interviewing.
It also includes a written piece by a younger member of staff. She reflects the nature of the target audience, being a young woman and working within the field of apprenticeships. Relatability is a great advertising technique, and I would like to feature a similar employee for their own input on what the working experience is like.
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Bell have also worked alongside actors to create short films around equality, diversity and inclusivity, one video in particular relating to sexism. It teaches employees how they should and shouldn't be behaving in the workplace, discussing what is appropriate and what isn't.
Video available to watch on Vimeo.com
Above is a screenshot from the video. The fact that they are putting in the effort to create these films to show their staff displays a real effort to put their values into practice. It sends the message that they are not using empty values as a way to advertise, but they are actually running the business with these values as their foundations.
Bell Group has been recognised for the social values, a notable example is winning at the Scottish Apprenticeship awards in the promoting diversity category.
THE 'GROUP'
Bell Group is comprised of four companies that provide a wide range of services. The purpose of the group is to cover a broader range of property services than other competitors, making them unique. It also serves the purpose of making communications easier between each subsector.
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Bell is the main company of which I shall be promoting. It has been family owned and operated since 1988. It is one of the largest property services contractors in the UK with 37 branches nationwide and offers a large variety of property services from painting and decorating to flooring or roofing.
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CB Contracts is a a painting, hygienic finishes and flooring contractor that can provide all 3 services separately or as a combined package. The company decided to combine these 3 trades after previous experience that often the finishing trades worked against one another, and since linking the 3 together they have been able to reduce waste and create a smoother customer experience.
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Paint My Home By Bell specialises in painting residential properties. Their clients are homeowners, contrasting with Bell to cover more services. They currently operate in the central belt of Scotland and work on a range of residential properties from small apartments to larger estates.
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GEORGE AND ANNETTE BELL FOUNDATION
The George and Annette Bell foundation was established in 2020 and is a charity that has the mission of leaving a 'long-lasting legacy' and inspiring people to live healthy and happy lifestyles. Examples of their work includes donating a range of outdoor play equipment to the Cottage Family Centre in Fife, and establishing a lottery to support the work of the charity while giving back to those who donate.
CAREERS
Bell offers a variety of career opportunities, providing ways into the business for people with ranging levels of experience. They have open positions available to apply for on their website, such as managerial roles and multi trade jobs for those who have already worked in this field and have the suitable experience to go straight into work.
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For those with less experience, aspiring tradespeople can apply for one of their many apprenticeships, which will be the the main focus of my promotional video. They conduct an annual apprentice recruitment process, offering apprenticeships in many fields (seen on the left). These apprenticeships are beneficial to the company as it gives them a way to employ new staff as their business continues to expand. Simultaneously, it makes the trades very accessible for those who have no experience and want to get involved.
Apprentices can expect to work alongside industry professionals while working on real projects to learn on the job. As well as getting experience in the workplace, apprentices also receive company training and support where they will learn about health and safety, standards of working at heights, and other industry specific guidance. They support students working at L2 and above.
Bell Group has taken on over 1000 apprenticeships in the last 4 decades and currently have over 250 apprentices on programme. The company believes that apprentices are important to bringing fresh ideas and valuable perspectives to the business. In acknowledgment of this, Bell introduced their Aspiring Leaders Program that apprentices can do if they have ambitions to work their way up the business into more advanced roles such as being a supervisor or manager. Bell have expressed their support for climbing the ladder when it comes to employees developing their career.
The business has also created a multitude of Bell Decorating Academies, partnering with high quality construction colleges across the UK. These academies were created with the aim of providing extra support for their apprenticeships, giving students a place to be taught study industry-based classes, employability skills sessions and more. These academies have seen great success, evidenced by the long list of locations that has been gradually building.
The launch of the Bell Decorating Academy in West Nottinghamshire College has been documented on the college website, in which the Assistant principal for construction and engineering expresses how the academy is 'a brilliant commitment to our young trainees'
Apprentices are involved with a mentor scheme in which they are assigned a skilled mentor who supports them while they progress through the training program. Many of these mentors have been an apprentice themselves, so they understand their students position and are fully equipped with the knowledge to be able to assist them.
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Bell also offers traineeships including their construction related traineeship programme and office based roles. Participants combine education with work in a technical and professional pathway, particularly with Trainee Quantity Surveyors who are trained within the course of four years. In addition, Bell has a Work Placement Programme, in which a person can participate in work experience over a period of two weeks. Many candidates then move on to full-time work placements.
An article from the Nelson and Colne College Group describes the experiences of two female apprentices, Faye Chester and Kelsey Whewell, both 18. It reveals how they gained their position after taking part in a two-week work placement with the company.
Faye Chester describes her motivation behind joining the apprenticeship “Art was my best subject at school. I loved painting and being creative, it is something I was naturally good at, so that is why I went down the route of Painting and Decorating.' These apprentices represent the audience that I will be targeting this promotional video towards.
BRANDING
Bell Group has established a clear theme that allows their media across all forms to be recognisable.
This is their old logo...
This comparison shows a slight development with their branding. The circular logo has stayed the same while the writing has changed to be more simple and bold.
...And this is their new logo.
Here is their tagline, believe, be better, be bell. It utilises the same font and incorporates the brands main colours, blue, grey and red. The logo and the tagline do not include any capital letters and it is all written in lowercase. This is unusual and sets the company apart due to how individual this design move is.
I will be taking this brand research on board and will be taking inspiration from the company's visual style, ethos and values to create a promotion video that accurately represents them as a company.
TOPIC: TRADESWOMEN
WHY THERE ARE LESS WOMEN IN THE TRADES TO MEN
Women have historically had a minimal presence in the manual trades, and the workplace in general as a result of the structure of society within history. After the industrial revolution took place it boosted the trades immensely and brought more rules in terms of workers rights and welfare. During this time it was common for women to marry early and live as housewives as a result of the patriarchal societal expectations. Despite this, during the 16th, 17th and 18th century women were found as apprentices in a variety of construction jobs including as bricklayers and joiners (www.women-into-construction.org).
In 1814 many apprentice regulations were revoked as a result of the weakening of the statutory system, which meant that instead of legal rules between apprentices and their employers, there was a 'free arrangement' between them. The lack of regulation for these agreements meant that the exclusion of women was heavily prevalent. This is because they were not seen as competent as a result of the common patriarchal beliefs of the time (www.arct.cam.ac.uk).
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During the first world war, female employees in the building trades increased from 7,000 in 1914 to 31,4000 in 1918. This was because of the government agreement that authorised women to work in skilled jobs that were typically reserved for men as long as their wages were low and they stopped working at the end of the war (www.women-into-construction.org).
This table provides a brief overview of how many women were involved in working within the manual trades during the 20th century. Despite the fact that the statistics of women have always been small, a slight increase was visible. Note how the greatest difference in percentage of women in all trades (final row) was between 1931 and 1951. This was due to women taking part in male roles during and after the second world war. Between the 50s and 70s saw a decline in women in these trades because of a lack of empowerment, there was no demand for women in these roles after the war and so they were discouraged from working in a male dominated sector.
The steady increase is down to a slow and gradual acceptance of women in the workplace as feminism grew in strength. However, this was not enough to encourage more women to get into the workplace.
THE TRADESWOMAN REVOLUTION
In the current climate there has been a significant increase in interest from young women in taking up jobs within the trades. Recent statistics show that the amount of young women taking part in apprenticeships for construction and engineering has increased by 366% in the last 5 years (2021) (active-workwear.co.uk).
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This substantial rise of women in the trades has been nicknamed 'The Tradeswoman Revolution' and has been caused by a variety of reasons. The most notable reason has been the increased interest and recognition of the qualities that women can bring to the workplace, such as their willingness to dedicate their time on site and contributing their own ideas and efforts. It is up to the businesses that operate in these trades to cater to this new wave and embrace the current changes to the workforce. Success within the trades relies heavily on work ethic paired with the correct qualifications, and women are just as competent to tick these boxes as men are.
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There are many benefits to having more diversity in general in the workplace, employing other minorities in the field as well as women. It means that there is a range of different perspectives and opinions within the organisation, helping to increase employees awareness and tolerance to others as well as increasing the productivity of the company as they collaborate to produce more innovative ideas. Diversity also has a huge economic benefit, with companies that employ a diverse workplace seeing a 21% higher chance of outperforming other businesses that are less diverse.
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The construction, building and decorating trades have been listed on the UKs Shortage Occupation List, meaning that this sector is currently in demand for more workers, regardless of gender. When seeking out new employees, businesses in this field should be looking to attract women as it will help them to reach the numbers of workers that they are aiming for.
In addition, clients have been searching tradeswomen at an increasing rate. The diagram to the left presents the most commonly searched phrases relating to women and trade services. Female plumbers are the most in demand, with painters and decorators following. This is useful information to Bell Group, who provide painting and decorating services. The demand for female services has been as a result of the comfort of female clients, some homeowners have revealed that they would 'feel safer hiring a female tradesperson’ (mylocaltoolbox.co.uk).
CURRENT ISSUES
Despite these factors, the distributions of men to women is far from equal and more needs to be done to help even out the numbers. Only 14% of the entire construction workforce are women.
As a result of women being such a minority within the workplace, they tend to be overlooked and can experience issues that men do not. The Gender Pay Gap is one of the most discussed inequalities for women in the workplace, and on average, women in trade are underpaid by £7,115 (www.gocompare.com).
This table illustrates the risks that trades women face in the workplace. While the most frequent physical risk, danger, tends to be an issue that effects everyone, the second most common risk - physical limitations would explain why this is particularly notable for women. The smaller physique that women tend to have compared to men means that their safety may be compromised along with their ability to complete the job.
A female plumbing apprentice describes her "first day of pipe bending.. you got a lot of large men who are bending these pipes... I couldn't get the leverage to bend the pipe." (nih.gov). Women also participate in training that is based on men's stature and physicality, and may feel the need to overcompensate and push their abilities to reach the same standards.
Another big problem that tradeswomen commonly face is being provided inadequate personal protective equipment. Participants from a focus group of 19 tradeswomen conducted by Front Public Health revealed that most job sites supply female employees with ill-fitting overalls, boots and safety glasses. This is because they are designed for men, and have not been made to fit women's bodies.
Bathrooms have also been documented as inappropriate for many women. The nature of working in the industry means that they work in a variety of locations and often have to urinate outside if there are no bathrooms provided by the client. Tradeswomen have voiced their annoyance with the lack of cleanliness and privacy on online forums, but many feel reluctant to express this concern in the workplace due to the reaction from men that they may believe that women are asking for 'special treatment'. However, due to biological differences and added issues such as menstruation, it would make sense for more regulations in this field.
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Discrimination is also a significant barrier faced by many women. A retired electrician who took part in the focus group expressed how many female apprentices have been withheld information while training due to the unfair perception that their placement in the workplace is less valuable to their male peers. This can be particularly dangerous when it comes to safety concerns on site, and accidents can be caused by those who are not informed at no fault of their own. Tradeswomen have also reported harassment from men as a result of their differences within a male dominated crowd.
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Women who aspire to work within these sectors may learn about these issues before joining or even during work, causing them a lack of motivation, interest and confidence.
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CALL TO ACTION
As mentioned above, employing women has proven to be hugely beneficial, so attracting these women is crucial. Businesses can do this by making sure that it is clear to women that they are welcome. Working to eliminate the many issues that tradeswomen face is also a step in the right direction of reaching a more diverse workforce within the trades.
WOMEN IN TRADE DAY
Women in Trade Day is an international annual celebration of the work done by women across all trades and businesses. Taking place on the 15th of June, it recognises the employment of women 'with a tool', representing a range of industries. It was launched in 2022 by its founder, Janet Kirklew, who also established the Women In Trade Magazine in 2012. Her work has been motivated with the intentions of promoting women that work in areas that wouldn't otherwise be recognised, and to empower the youth who are 'wanting to take up a trade that would normally be considered a boy’s trade'.
The event has a website, a podcast and social media profiles such as Instagram and Youtube. The campaign's platforms have been used to bring attention to notable women with achievements within male dominated trades. An example is their campaign girl from 2022 to 2023, racing driver Rebecca Jackson. The website provides a description into her life and her successes as a 'Championship winning Professional Racing Driver, Motoring Journalist, TV presenter, business woman and mum of 3 year old twins.'
Women In Trade Day spreads awareness by encouraging tradeswomen to share their stories on social media using the hashtag #WITD, as well as allowing women to submit a photo of themselves with a tool relating to their field of work and a brief description of what they do. Each year, WITD will choose a candidate to be the face of that year, and anyone who submits is up for the chance of being featured on their website and social medias.
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The Women In Trade Day website produced a small interview with a painter and decorator, Jo Comparetto, about why she is celebrating the day. She discusses how 'recognition for women in trades is especially important... By celebrating this day, awareness is raised and will hopefully inspire other women to start working in the trades and/or taking up courses.' (womenintradeday.co.uk)
Coincidentally, the date for Women In Trade Day happens to be just under a month after the deadline for this project. This campaign will be a big motivator for the promotional video and will provide a reason for it to be produced and released to the public.
BELL AND THEIR SUPPORT FOR WOMEN IN TRADE
Bell Group has expressed their support for the inclusion of women numerous times. They have recognised International Women's Day through posting on online platforms such as Instagram and LinkedIn, spreading awareness of how women impact their business.
https://www.instagram.com/bellgroupuk/
This post features Tracy Brescia, the Chief of Staff at Bell who I have contacted about this promotional video and plan to get an interview with.
Understanding the issues that women face has been essential for me to discover how to appeal to women when creating this promotional video. I will make sure that I flaunt the fact that Bell Group supports gender equality within the workplace and present them as a welcoming employer for women. For these reasons, this research has been very beneficial.
WOMEN IN OFFICE BASED ROLES.
Bell group also provides apprenticeship opportunities to those who would like to work in office-based roles. Unfortunately, women have been known to face issues regarding equal rights within this area of employment too.
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The gender pay gap widened between 2021 and 2022 within the UK, and out of all countries listed in The Organisation for Economic Co-operation and Development, the UK saw the largest fall from 13th to 17th place in the PwC Women in Work Index (https://www.pwc.co.uk/economic-services/assets/women-in-work-24.pdf).
There are many factors that go into the results of this index, one of which is the gender pay gap. In 2023, the UK's full-time workforce witnessed an average median gender pay gap of 7.7%, favoring men, across various occupations. This gap reduces women's lifetime earning and is discouraging when entering the workplace.
(https://www.ciphr.com/infographics/gender-pay-gap-statistics-2023)
Workplace harassment is also a large issue. According to the AAUW survey, 38% of women who experienced harassment stated that it influenced their choice to depart from a job prematurely, while 37% indicated that it impeded their career progression (https://www.aauw.org/issues/equity/workplace-harassment/). In addition, a TUC poll found that 'three in five (58%) women – and almost two-thirds (62%) of women aged between 25 and 34 – say they have experienced sexual harassment, bullying or verbal abuse at work.'
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Similar to the above research topic, undertanding these issues is important so that I am aware what issues women face in the workplace so that I can present Bell Group as an employer that encourages equal practices.
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TARGET AUDIENCE
I have chosen that in making this promotional video, I will be targeting one main demographic. This is women between the ages of 16 - 30.
I have chosen these characteristics because over the span of these years, women this age are taking their first steps into starting a career and are more likely to look into introductory educational courses that will be the foundation for the start of their careers. This is a journey that looks different for each person, and many choose to experiment with one career or course and find that they do not enjoy it as much as expected and decide to have a career change, this would explain why 'less than 1 in 20 young people between the ages of 16 and 18 are apprentices, while more than half of all apprentices are over the age of 25' (ifs.org.uk).
The aim of this video would be to promote the encouragement of young women to joining the trades if they are interested. I would present Bell Group as the perfect option for aspiring tradeswomen as a result of their enthusiasm for including women and bridging the gap between the uneven rates of employed women to men within the trades. 57% of women and girls are still put off from considering a career in the construction sector because they believe it is male-dominated. (www.protrade.co.uk)
AUDIENCE PROFILE AND CONSUMER MOODBOARD
Understanding my audience has been important so that I know how to appeal to them.
PRIMARY RESEARCH
SURVEY
Unfortunately, I was only able to collect the responses from 12 participants, I would have liked to have received more. However I do believe that this survey is detailed and provides me with enough information to understand my audience.
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The first section covered the topic of my audiences background and lifestyle. I used this information to accurately create an audience profile.
The social medias listed are those that Bell Group has an account on. This statistic helps with my social media strategy, because I now know that the best place for this promotional video will be Instagram and Facebook.
Participants are most likely to have role models that are people that they know in person who have influenced their life in some way.
the majority of my audience take in most of their media from online videos. This is the perfect opportunity for a promotional video to be catered towards them.
The next section goes into detail about my audiences opinions on the workplace as a female. Here I have been able to pinpoint the weak spots in the reputation of jobs within trades for women.
Many of these aspects will be good to mention in the promo as a selling point for the apprenticeships.
This is key - one of Bell Groups many strengths is that they encourage the progression of an employees career, and apprentices have been known to work their way up to becoming managers in more senior roles.
This is another key point. Addressing these reasons will be crucial in the promotional video to assure young women that they are welcome in the sector. Many women do not see property services as a sector suited towards them because its not a 'women's job', however with Bell group they can be assured that they have opportunities.
Here we can see the cause as to why women are demotivated about property services. 66.7% of participants said that they know a tradesman, and only 8.3% know a tradeswomen. The lack of tradeswomen figures and role models gives the impression to many women that the job is not suited for them.
This is exactly what I need to fulfil with the promotional video.
In the video I shall ensure to address these points and make it clear that Bell Group actively works to resolve these workplace issues for women.
The last section analysed what my audience is looking for in a promo and their own opinions of an existing promotional video by Bell Group. From this I can examine what elements to include before I create my storyboard.
I will definitely make sure that these aspects of Bell Group are mentioned in the video as a result of the very positive feedback from these questions.
INTERVIEW QUESTIONS
QUESTIONS FOR TRACY
QUESTIONS FOR MIA
QUESTIONS FOR HELENA
INTERVIEW PRODUCTION
To begin my research on conducting interviews, I have reflected on the slideshow that was shown to us as a class during a lecture. Here I found a few useful pointers to film an interview at a decent professional standard.
Having an office as an interview location means that I am able to avoid many of the big mistakes rather easily. However, It does make it more difficult to include an interesting background. I am planning to incorperate a poster, motto, logo, or some other themed wall art in the background. This will appear professional, create a visually interesting shot and provide the audience with context of the brand.
ANALYSIS OF BELLS PREVIOUS INTERVIEW PROMOS.
This table was provided to me by the college. It helped me to identify a few key conventions of Bell Groups style of advertising, but I felt that I needed to analyse deeper so that I can effectively find as many techniques that they use as possible so that I can master the Bell style.
I attached a link to the same video on the survey that I sent to my target audience. within this, I asked them what they think was positive about the video and how it could be made better. I also questioned them on what they think makes a good promotional video, since I will need to cater towards their opinions and tastes.
From these results I am able to conclude that my target audience respond well to promotional videos of this style. This means that I can stay within Bells professional stylistic ambience while also experimenting with my own techniques.
Elements that I should include independently of Bells approach is to add more detail on the specific topic that I am covering. I will specifically cover why employment at Bell Group can be a solution to those who feel uneasy about starting work within a typically male dominated industry. To make it memorable and to catch the viewers attention, I will incorporate a hook within the first few seconds of the promo. I plan that it will be lighthearted but sentimental, adding in a sense of emotion that is usually lacking in corporate videos. This in turn displays how Bell is different to other companies, by creating a more emotional appeal than other organisations with similar promotional videos.
I have decided to analyse another promotional video for Bell Group. This film captures a similar to message to that if which I am aiming to achieve, however it is slightly outdated and I have been able to identify some flaws within the video.
It begins strong, with an opening sequence showing an employee from behind, featuring the logo, and then from the front, presenting his smiling face.
The audience are seeing two positive symbols here. They instantly recognise the Bell logo, with the added context of the employee accompanied. In addition, the smile on his face communicates positive emotions.
Here, we are introduced to the primary interviewee, Tracy Brescia, the current Chief of Staff who I am also planning to feature. This interview setting is effective, creating an interesting depth by having a professional background with a poster and a the chair. Although I do think that it could be improved, by making sure that the black objects to the left are out of the frame.
I also plan on using text to introduce her, and I think that this use of text could be improved. In my opinion, the added square symbol adds a minimal affect and is placed in the wrong position. Instead, I would use the Bell logo instead of an arbitrary square, and place it to the left of the text as a way to introduce the words to the viewer.
I am taking inspiration from this shot and will try to re-create it. I would like to experiment with different angles here, and also improve on the slightly wonky shot.
This promotional video features interviews from a range of employees in different roles. This gives the promo a strength in numbers; a variety of people all giving positive testimonies tells the audience that the company includes all types of people. I am not planning to include more than two interviews because I was aware that this would not be possible within the time that I have, but if I was able to develop this project for longer, this is certainly something that I would like to include. These interviews are insightful and show an authentic side to working life at Bell, but there are are a few aspects that I think could be improved on.
This interviewee is constantly hunched forward and does not appear too comfortable, despite the fact that she is speaking in a genuine and positive tone. I also think that the placement of the interviewee in the middle third looks unnatural and would be better if she was slightly to one side.
Some subjects are looking at the camera while some are not, and others look in many directions.
I believe this is due to the position of the camera. It is directly facing the subjects while the person that is conducting the interview is positioned nearby. This has made the subjects unsure as to where to look, and does not make them appear confident about what they are saying. To improve on this, I will position myself directly in front of the subject and place the camera to my side.
The films ending is as strong as its introduction, where the video fades to white and the Bell logo and website are proudly displayed. I would like to end my promo in a similar way, but add the link to the apprenticeships page on Bell groups website. This creates a specific call to action.
I have noticed that in both Bell promos, the music is upbeat. I will be taking inspiration from this and include music that creates a positive and motivating atmosphere to reflect the way I would like the audience to feel after watching.
TECHNIQUES TO USE
I plan to use specific techniques to make this video as persuasive and visually striking as possible. In terms of camera work, I will be using sliding shots and slow motion, as I have seen these successfully implemented in the video analysed above. In terms of editing techniques, I would like to experiment with different transitions like jump cuts, J cuts and crossfades. When it comes to deciding the filming location, many cinematographers look for what they don't want to get in frame. this allows them to pay particular attention to the 'ugly' features of the setting that may act as a distraction to the viewer. They focus on these features to make sure that they are not included in the shot. I will be taking this approach in each filming location that I use, particularly with the interviews to make sure I create a professional looking video.
EQUIPMENT
In terms of equipment, I will be borrowing multiple items from College to ensure that my interviews and general views are as professional as possible. I will be filming primarily with a Canon R10 provided by the College, and will bring my own Canon M50 as a back-up camera in case anything is to go wrong. I will be bring a tripod with me for the interviews to guarantee that I get a still shot at the correct height, and for my general views I will use a slider, as the technique of having a slight slide has been used in a multitude of Bell Groups promotional videos. For lighting, I shall be taking an LED lighting kit with me to each of the interview locations. I will not be relying on these and instead will be bringing them in case I need them. Ideally, I would like to use a Redhead, however this is not practical when it comes to transporting the equipment since I would plan to take them to a range of locations at differing distances. To obtain audio, I will use a Lav mic on my interviewees and also have a Rode mic on top of my camera to make sure that I have a substitute in case anything goes wrong with the Lavs. I am only planning to record audio from interviews and not from my general shots, so mics will only be needed for a short while.
SOCIAL MEDIA ROLL-OUT
The results of my target audience survey show that out of the social media platforms in which Bell are present, Instagram and Facebook are used the most. With this information I have decided to dedicate the promo to these two social medias. This is ideal because the biggest demographic of Facebook users are women between the ages of 18 to 34 (22.2% of the platforms total users - napoleoncat.com). In addition, Instagrams largest user demographic is between 18 to 24 (sproutsocial.com), which is within the age range for my target audience.
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Timing is also particularly important when it comes to posting online because I would like to capture my audiences attention when they are online. I plan that this video would be posted on a Saturday, so that it is seen during the weekend when the target demographic are less busy, therefore increasing the chances that they come across the video. According to website Influencer.com, the best time to post on a Saturday is between 10 and 11am.
CONTINGENCY PLAN
It is important for me to have a secondary plan if my idea is not able to be carried out. In this situation, I would fall back on my second strongest idea from when I was generating ideas, which was to promote Konga.
WHY THIS IDEA
This idea has come from my idea generations page. I have chosen this as my contingency plan because not only do I feel confident about the idea, but location wise this promo would be ideal. Sessions take place in my town, meaning that I can easily film. Additionally, it links to the theme of women being the target audience, allowing me to easily adapt if I need to change to this plan.
ABOUT KONGA
Konga is a high intesity dance set of routines to upbeat music as a form of exercise. Anyone can take part and sessions are available locally in Harleston Sancroft Academy in the main hall provided by instructor Donna. Konga is one out of eight programs provided by a brand by the name of The Jungle Body, a global exercise & movement-to-music company. During the hour long session of Konga in Harleston, the overhead lights are off and the disco lights are on, creating a super positive and fun atmosphere for those taking part.
THE BASIC IDEA AND STYLE
I would aim to reflect the energetic and upbeat tone that these classes supply to its clients. To do this I would film a class in session and capture the active dance moves with the multicoloured disco lights. I would partner this with an interview with the instructor Donna, along with another interview with a regular participant, asking questions about how the sessions work and what makes them so successful. I have the vision of using dance music similar to the music used during a class to create a sense of authenticity and to recreate the feeling of what a session is like for viewers that have not yet participated in one.
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I would also like to touch on the topic of attitudes towards women's exercise. Taking inspiration from the This Girl Can campaign, I would like to explore how classes of this nature raise the spirits of those involved and contribute to women's positive outlooks on exercising in general.
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There are some media techniques that I would like to experiment with during the production of this promotional video, an example being slow motion. This can really emphasise what the classes can provide while also creating an artistic effect. Camera movement would also be interesting to play with, trying varied angles and perspectives to cover as much of the session as possible.
TARGET AUDIENCE AND MEDIA PLATFORM
As a regular to Konga classes myself, I have a good grasp as to what type of person would be interested in taking part. Most participants are women, and ages tend to be broad with the youngest being around sixteen and the oldest being in their sixties. I would like to celebrate this diversity by highlighting the fact that all ages and levels of fitness can take part, but I also understand that there may be a majority of women of a certain age that are interested that I am not yet aware of. To support my own primary research, here are some statistics that explain who is taking part in dance based exercise.
This profile of participants explains that the majority of participants of dance fitness are women between the ages of 26 to 34. I will aim to advertise towards this group to attract as many new clients as possible, and will do so by delivering the promotional video to Facebook and Instagram, where the Jungle class has already got an established account that will reach those that may be interested through connections with other accounts along with the algorithm.
PROMOTIONAL IDEA MOODBOARD
RESEARCH SUMMARY
The way in which I approached my research was effective. Tackling my secondary research first, I covered all angles of the company. This was essential because I previously had little knowledge of Bell Group, so extensive research on what their company involves was appropriate. In addition, having a further understanding of my topic was very beneficial so that I could shape my interview questions and plan my storyboard accordingly. I am happy with my primary research, in which I went into detail with understanding my target audience. Ultimately, I am confident with the research that I have conducted and believe that it is thorough and concise.