Corporate Planning

Ethan Payne and Natalie Lynch
UNIT 28:CORPORATE AND PROMOTIONAL
PROGRAMME PRODUCTION
LIVE BRIEF

CLIENT
COMMUNICATION
Dear GasWise,
Our names are Natalie Lynch and Ethan Payne and we are students at
York College, studying BTEC L3 Creative Media. As part of our current
units, we are expected to produce a short promotional video for a local
business or client.
We are emailing today to see if you would be interested in the
production of a promotional video for your business at no charge. You
will be able to use the final product on your website/social media, which
will benefit any marketing you undertake.
The video will be used as part of my assessment and portfolio, and
would greatly benefit our outcomes on the course, allowing progression
onto university/apprenticeships.
If you are interested, please let us know. We would really appreciate it
if we could call you within the next week to discuss this project further.
Kindest regards,
Natalie Lynch and Ethan Payne

BRIEF
The brief we have received is a formal type of brief. We have been given a list of things the
company would like to see in the promotional video therefore we have a pretty clear vision of
what the video is going to look like.
There is room for negotiation as the client stated “We hope that the above gives you some
idea of what we would like to see”. This shows that they’re open to new ideas and are willing to
let us take more control over the content of the video and how it is produced.
Within this project, one skill that will be improved will be working to a brief. Not having worked
to a brief given by a professional company will help work from something very clear and with
not much room to experiment.

CLIENT
Our client is an organisation which trains people in gas, oil, water, electrics and energy
efficiency. They have also recently become accredited for NVQ Level 2 and Level 3 in
plumbing and heating. They are based in Osbaldwick, on the outskirts of York, so will have
good transport links which can be highlighted in the video.
The domestic gas courses fall under four categories. These are; domestic, non-domestic,
catering and LPG. Each separate unit of the gas courses are covered over a specific length of
time and are evaluated with a final assessment.
The electric course is slightly different. Due to there being much less content to be tauch within
electric this course is simply a 5 day training course and a 3 day assessment.
There are 4 different units to learn within the oil course. Therefore this course is split up into
four separate days in which each day is designated to a specific uni.
The course in water is a much more in depth course. Because this is much more complex and
has much more content to be taught, this course has a minimum length of 6 months depending
on the type of engineer.

CLIENT
Research the current client and/or their brand. Analyse both their offline and online materials
Online, the company has their own website which provides all information on what services
they offer as well as relevant contact details if anyone wanted to get in touch about one of the
courses shown. They also have a Facebook page which can be easily accessed, more for
those who have heard the company name for someone else and would like to find out more
and potentially read existing reviews of the service others have received.
It proves to be quite a popular business so no they have no offline materials for advertising
other than word of mouth to spread awareness.
In terms of the actual training, all of it is completed and done within the onsite premises /
training centres rather than through online courses. This way it gives the customers the chance
for extra support and communication where needed.

CLIENT
Build a profile of your client’s audience using the analysis carried out.
Through research carried out, we can see that the client’s audience is predominantly male
orientated which ranges over most ages from 18+. The company’s audience is over 18
because the company is made to offer apprentice courses to those interested in gas, electric,
oil and water. Also for those training and gaining their qualifications there are always industry
professionals on site for supervision. These industry professionals are all qualified with 25
years or more of engineering experience of all types.
The company is aiming to bring in more of an audience and more people of all ages aspiring to
gain a qualification in either plumbing and heating. For this there is a brand new building being
built behind the main establishment which will be used for this training.
Our video is going to be distributed to reach our target audience. This can be done through
social media. By the company posting this on their social media platforms (Facebook,
Instagram, Twitter etc.) they can use popular hashtags that will allow the video to appear on
people's feeds that have been looking at similar pages or posts. This way the video and the
company can be noticed by more people of the appropriate audience and possibly bring in
more trainees to gain qualifications.

EXISTING PRODUCTS
FROM SIMILAR CLIENTS
Link the video.
Discuss similarities and contrasts
Discuss the conventions (voice overs, company logo, titles, selling point, shooting techniques,
interviews, music, graphics, video/audio transitions, language and script)
1. https://www.youtube.com/watch?v=LrhNZyYfTj0
This is a video from a company which trains in oil and gas courses for young adults based in
Scotland. It features many different conventions such as voice overs from the people being
interviewed on screen, which will be an attraction if the viewers are hearing information from
the people who have used the service or are in the business. It doesn’t feature many different
graphics throughout but does have variations with video transitions between shots. It shows
the location of the training centre and the facilities it offers which are modern and really up to
date.
What we would like to do differently in our own video is we would like to include moe graphics
that his video has used. For example using motion graphics and compositing we can create a
variety of graphics relating to the company that can be used both and the beginning and end,
and throughout the video in small areas to make the video more visually appealing.

EXISTING PRODUCTS
FROM SIMILAR CLIENTS
Link the video.
Discuss similarities and contrasts
Discuss the conventions (voice overs, company logo, titles, selling point, shooting techniques,
interviews, music, graphics, video/audio transitions, language and script)
1. https://www.youtube.com/watch?v=zl4Z_Df_FbY
This video is really staged compared to the other one we looked at and doesn’t represent what
we want to create within our video. Throughout the video we can hear a narrator, telling the
stories of each person’s role in this company. This is something we are not planning to include
in our video, instead of a single narrator played over edited footage, we are going to use
dialogue in the form of interviews and speak with different people who work/ study at the
establishment. Again, this shows a difference from the other video we looked at as that
featured interviews rather than a voiceover. The only graphics featured within the video was to
show the company logo at the start and then a transition into the logo from an aspect of the
live footage later on. The camera movement in this video is very smooth and slow. This has
been done with a libec tripod and a slider to ensure the movements are smooth and that there
are no jerks.

IDEAS
List the core ideas you have generated as part of your team’s idea
generation.
1. Logo and graphics at beginning and end of video - will be detailed
and animated to create more excitement.
2. Interview with the management representative explaining what the
company is and how it works.
3. Long panning shots of the gas and electrics workshop to show.
4. Audio of interview and soundtrack over footage of establishment.
5. Separation of four different workshop stations divided up through the
interview.

IDEAS
Discuss the strengths, weaknesses and constraints of each
idea
1. This is a strong idea as this will make the video more visually interesting. A weakness of
doing this is that the rest of the video could possibly appear more simplistic as the same
complex graphics will not be used throughout.
2. By including an interview within the video from someone who is a management
representative, it will mean that viewers are more likely to trust the information they
gather as it’s coming from someone who works within the industry. A weakness would be
that the information given may not be clear or could be too vague for clients to
understand properly. The constraint for this idea is that a professional from the business
may not be available to record an interview at a suitable time or in the time frame given.
3. Using long smooth panning shots of the workshops will allow the audience to clearly see
what resources the company possesses. However without close up shots of more
detailed areas, the video may appear boring and very repetitive.
4. This is a strong aspect of the video as the audio is going to compliment the edited
footage to keep the viewer engaged and listening to the dialogue throughout explaining
what the company is. However simply someone speaking throughout could become
boring to the viewer.
5. Separating the four different workspaces throughout will act as a successful decision as
this will make the explanation of the company much clearer to a viewer who has never
heard of them before.

PROPOSAL
Discuss what you intend to create
Provide a content outline.
For our corporate video we intend to create a short video explaining what Gaswise is about
and what they offer to others. For example, we are going to sit down the the management
representative of the company and ask her a few questions about the company's facilities, the
company's history and about what the company can offer to others.
We are going to touch upon the company’s history, when the company originated and where it
is located. This gives the viewer some insight on where the company has come from.
Next we are going to look into the company’s facilities and resources. Here we can show the
viewer the different workrooms and resources while also having the management
representative explain what the company offers.
Finally we are going to talk about who the company appeals to and how the electric and gas
courses the company teaches can benefit young aspiring engineers.

TARGET AUDIENCE
Who is the intended audience? How will your video appeal to them?
Provide examples.
The intended audience is generally males, aged 18 and over, who are interested in gaining a
qualification in this specific industry. This includes qualifications within the gas, electrics, oil
and water sectors.
The video will appeal to them because it will show and demonstrate all the facilities that the
business has to offer and how it’s laid out, as well as information on the business and the way
it’s ran. This gives a clear insight onto the work ethic that the training centre follows and what
results can come from training here.
Our video will be distributed onto social media such as facebook, instagram and twitter. This
will be beneficial for the company and people who are interested in studying gas and electrical
engineering and taking on one of the courses can see this through hashtags and similar
accounts they have viewed.
The video will also be posted onto the company’s website. This will be the first thing viewers
will see which will have a positive impact on their view on the company.

RESOURCES
What resources are required for the intended video? Consider
hardware, software, personnel, locations, budget
For our video we do not require much equipment. A lot of the complex aspects of production
will be focussed on during post production, including sound, graphics and editing etc.
For our video we will require a Nikon D3300 camera. This camera captures a great image and
has a above average picture quality therefore will be beneficial for capturing long shots and
close up shots. This camera does not have complex sound equipment however the shots of
the establishment will be muted and overplayed with a soundtrack and the audio from the
interview.
For shooting the interview we will need a TASCAM DR-05 sound recorder. The sound recorder
is going to be used to get a clear and refined audio for the interview with the management
representative. Because this audio is going to be separately recorded from the camera, we can
experiment with editing the audio and placing it in different areas of the video.
Finally we are going to need a libec tripod. We will need this tripod in particular because it will
benefit the video better than if we used a regular photography tripod. Libec tripods are made
specifically for film therefore will create smoother transitions when filming panning shots and
using camera movements within the video.

PROJECT SCHEDULE
Consider a brief schedule of your shoot, edit and delivery.
Your shoot should be formalised with your client soon.
Week 1 - Planning - For planning we have looked at different aspects of post production. For example we
have looked at client research, audience research, existing product/ corporate videos and we have created
some initial ideas of what we want our video to look like. Creating mood boards and mind maps has allowed
us to deconstruct our ideas and look at each section in detail to give us a strong final idea that is well thought
through.
Week 2 - Filming - When filming, we will experiment with various different shots and angles, so that when it
comes to editing, we will have a number of options and will be able to work with what looks best on screen.
Beforehand, we will ensure we have an idea of the look both us and the client want to create in terms of the
different shots. We will both be taking part in the filming as it is one of the most important parts throughout the
process. During filming, we will also carry out and record an interview, both on camera and using an audio
recorder.
Week 3 - Post-production - In post production we are each going to create an individual edit of the corporate
video. Doing this will allow the company to have two separate versions of the same video to choose from, and
two creative minds can have the chance to give their own impact on the video.
Week 4 - Final Edit and Evaluation - This week will be spent ensuring the video is edited perfectly and both
us and the client are happy with what has been created. If anything needs changing last minute, it will be
finalised and completed during this week. The evaluation will be carried out too as we will be able to reflect on
what we have created. This will also include honest feedback from the company with their thoughts on the
video and the process of creating it.

ROLES
Identify the agreed pre-production and production roles and
associated responsibilities. (What is your task? Specific deadline?)
During post-production and production, all the roles will be split evenly between the two of us
in the team. For example when filming our interview with the management representative, one
of us will be handling the camera operating and one of us will be managing the audio recorder.
The reason we have chosen to do this is because this way each set of equipment can be
focussed on fully and used to its full potential to make our video successful. Also when
carrying out research and planning for our video, we can work together to make a unanimous
agreement on what we want to include in the video and how we are going to go about
producing it.
When it comes to pre-production. We are both going to create our own edited final version of
the same video. This way we can both include our own style of video and we can both focus
on our own production log and evaluation. Also due to having split the roles throughout the
entire post-production and production, we can then put all our own ideas and concepts into our
own individual work and be able to play with experimentation. Also working on our own edit
with provide the company with two different final cuts, this can allow them to pick their favourite
video or use both in different ways. For example one video could be used for social media
advertisement and one could be used for the personal website.

SHOT LIST
Shot # Location Shot Type Camera
Angle/Move
ment
Description
(subject,
action,
lighting etc.)
Gaswise logo graphics n/a Motion Graphics Centred in frame n/a
Shot of outside
company sign.
Outside main building. Establishing shot. Right panning
movement.
Natural lighting, sign is
still.
Shot of outside doors Outside main building Establishing shot Panning movement Natural lighting
Gaswise logo on wall Inside reception Panning close up shot Panning movement Natural light
Interview Management
representative office
Medium shot Still shot. Rule of thirds Natural light
Shot of workshop
(boilers)
Inside Workshop Long shot Panning movement Natural light
Shot of resources
(boilers)
Inside workshop Close up shot Panning movement Natural light
Shot of workshop
(electrics)
Inside Workshop Long shot Panning movement Natural light
Shot of resources
(electrics)
Medium shot Still shot. Rule of thirds Natural light

SHOT LIST
Shot # Location Shot Type Camera
Angle/Move
ment
Description
(subject,
action,
lighting etc.)
Shot of workshop Inside Workshop Long shot Panning movement Natural light
Shot of resources
(tools)
Medium shot Still shot. Rule of
thirds
Natural light
Shot of Gaswise
logo
Inside reception Medium shot Still shot. Subject
centred in frame
Natural light. Zoom
out
Gaswise logo
graphics
n/a Motion Graphics Centred in frame n/a

CONTINGENCY
Create a contingency plan to consider resources, personnel,
logistics, time frame etc.
Issues with location: Permission has been given to film on location however due to the
condition of work, some places may be too overcrowded or dangerous to film in. This is one of
the main reasons why a risk assessment will be carried out so that crew is as safe as possible
during filming and filming can be undertaken as quickly and consistently as it can be.
Battery on the camera may run out: If the camera battery dies during filming, it will slow
down the entire process and we will have to return to the location on a different day. To avoid
this issue, we will make sure that the battery is fully charged before going out to film, as well as
taking an extra battery just in case one does run out or is faulty.
Crew being late to filming: If one of the crew members turns up late or gets lost on the way
to the location, it means the process will be slowed down again and filming may not run as
smooth if the work is reliant upon only one person. The client may have given a specific time
slot for filming that is most relevant however if a member is late, this could be missed. In order
to avoid this problem, all the crew members will travel together and will have looked up the
location beforehand so that they’re aware of where they’re going as well as timings.

CONTINGENCY
Bad weather during filming: Although the majority of filming will take place indoors, a small
proportion will be taken outside in order to show the location and externals of the building. If
the weather is bad on the day, specifically if it’s raining, then this will have an effect upon the
quality of the footage, potentially making some of it unclear. To avoid this, we will plan to film
on a clear day, where there’s a good level of natural lighting. On the other hand, we could film
the outside footage with something protecting the camera, however this still may not look as
presentable as it would do in nicer weather.
Equipment becomes damaged: Equipment could become damaged when filming on location
which will have a huge effect upon timing during production. To avoid having to go back and
filming on another day, we shall keep back ups of equipment where possible in the car we
travelled in so we can quickly swap them over if needed.
Potential loss of footage: The primary source for saving the footage onto could break or the
footage could be deleted. This would cause huge problems as we would have to go back and
film again, which would be an inconvenience for the crew and the client. To stop this from
happening, we will ensure that we back up the footage onto a different device so that it can be
accessible from elsewhere.
Memory card could run out of storage: The memory card running out of storage would
mean we would have to put a hold on filming or go through the footage on location and delete
unwanted shots. This would be time consuming however can be overcome if a secondary
memory device was taken and so they can be quickly swapped over.

RESOURCES
What resources are required for this project?
Consider time, budget, physical (equipment, location, properties, people,
crew, your talent/actors)
For this project we will need a full day for production. This includes time for travel, tour of the
establishment to get to know our bearings, production (workshop filming, interview) and time to
set up and pack up equipment.
Equipment wise, we are going to need three key aspects of equipment. For example we are
going to need a Nikon D3300 camera, a libec tripod and a TASCAM sound recorder. These
three pieces of equipment will allow us to get a high quality image, clear audio and smooth
camera movement and transitions.
In terms of people, we will need two people for the crew. One person will be responsible for
camera handling and one person will be responsible for audio. This way we can easily handle
the equipment between us. Also we will need one person to interview and to tell us about the
company.
For location we simply need the workshops to collect footage of, and an office or a quiet
secluded room to shoot out interview where there will be no background noise. Background
noise will interrupt the audio and result in unrefined and distracting audio for the video.
We will not have a budget for our production as we have very easy access to a large variety of
equipment for free from our college institution.

SCRIPT
Provide a script if this is required as part of your video.
Identify questions/answers/reactions you expect from your talent and/or interviews
QUESTIONS FOR INTERVIEW:
1. When did Gaswise launch as a company?
2. What courses does Gaswise offer for young aspiring electrical engineers?
3. What aspects of engineering does Gaswise specialise in?
4. What resources do Gaswise offer to studying apprentices?
5. What can you do to help those who want to find out more about Gaswise?
I would expect the management representative to act in a professional manner and to answer
the questions in full depth. We expect the answers to run over the 1 minute time limitation
therefore we can edit answers down and choose the best dialogue for our video.

SCHEDULE AND TIMESCALE
Day Activity
7th March Full day of filming on location
8th - 12th March Finish outstanding work and begin
organising footage ready for post
production
15th March Begin editing/ post production
19th March Begin motion graphics and
compositing for company logos
20th - 22nd March Refine all unfinished areas of post
production and complete final video
23rd March Submit final video

UNIT STILLS
Include images captured of your shoots

QUALITY CONTROL
Discuss how you managed the shoot.
Did you abide by the original shot list? Did personnel act professional and
with respect? Did you stick to the roles?
We tried to stick to the original shot list we created by going through a printed copy of the shot
list one by one and creating the shot how we wanted them to look. However, on day of
production, we discovered other aspects of the establishment that would create successful
shots for our video therefore shot extra footage that we could potentially use for the final video.
This was we have a larger variety of footage to choose from when editing our video together
and may find other ways to create the video more successfully with our extra footage.
During production we did stick to our assigned roles, however as we decided to alternate
between camera operator, we both were able to experiment with shots and use the equipment
to shoot successful shots.
When in the Gaswise establishment, we as producers acted professional when within the
building. If there were meetings on or classes being taught, we were respectful towards the
company and were quiet and out of the way unless given permission. Also the management
representative acted extremely professional during the filming of the interview which made
production extremely smooth and easy.

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