The document provides instructions for pitching a promotional video idea to a client. It emphasizes relating the pitch back to the client's original criteria and commission brief, and structuring the pitch to be concise, persuasive, and address the assessment criteria of production feasibility, relevance to the brief, and clear communication of ideas. An effective pitch should introduce the idea, outline the content and style, explain how it will appeal to the target audience and fulfill the purpose, demonstrate how it suits the client institution, and summarize why it will be a successful idea for the client to commission.

2. INSTRUCTIONS
• REMEMBER BACK TO THE COMMISSION – WHAT WERE THE CLIENT CRITERIA?
• THINK WHAT A PITCH ACTUALLY IS
• RELATE TO THE ASSESSMENT CRITERIA
• RELATE BACK TO THE IDEAS GENERATION IN TOPIC A
• STRUCTURE THE PITCH APPROPRIATELY

3. WHAT IS A PITCH?
• A PITCH IS A WAY TO SELL AN IDEA RESULTING FROM A COMMISSION. THE PITCH NEEDS TO GRAB THE
ATTENTION OF THE CLIENT AND MAKE THEM EXCITED ABOUT IT.
• THE PITCH SHOULD BE CONCISE AND TO THE POINT. IT NEEDS TO BE PERSUASIVE – ENCOURAGING THE
CLIENT TO PICK YOUR IDEA
• THE PITCH SHOULD INCLUDE CLEAR DETAILS ABOUT THE CONTENT, AIMS, AND TARGET AUDIENCE

4. ASSESSMENT CRITERIA – THE PITCH

5. BAND 3 - ASSESSMENT CRITERIA
• PRODUCTION – UNDERSTANDING OF MEDIA
PRODUCTION, THE IDEAS ARE REALISTIC IN TERMS OF
PRODUCTION
• RELEVANT – CLEARLY RELEVANT TO THE BRIEF –
REFERENCE TO CLIENT CRITERIA
• COMMUNICATION – CLEARLY STRUCTURED AND
PERSUASIVE WITH COMPLEX IDEAS

6. DEVELOPING THE PITCH
• CONTENT – WHAT IS THE MAIN ISSUE YOUR PROMO WILL ADDRESS?
• CONTRIBUTORS – WHO IS THE PROMO FOCUSED ON? WHO ELSE IS IN IT?
• STYLE – WHAT IDEAS DO YOU HAVE FOR THE VISUAL STYLE (CAMERAWORK, EDITING), THE USE OF SOUND,
THE MISE-EN-SCENE (SETTINGS, LIGHTING, PROPS ETC.)?
Before you begin the pitch you need to make sure you have a clear idea of what will happen in
the promo video. This should include:

7. STRUCTURING THE PITCH
• INTRODUCTION – GRAB THE READERS ATTENTION – WHY SHOULD THEY PAY ATTENTION TO YOUR IDEA?
• OUTLINE – CLEARLY EXPLAIN THE IDEA. WHY WILL IT BE SUCCESSFUL IN EACH AREA? REFER TO THE VISUAL STYLE
AND SOUNDSCAPE
• TARGET AUDIENCE – HOW WILL THE IDEA APPEAL TO THE TARGET AUDIENCE?
• PURPOSE – HOW DOES THE IDEA FULFIL THE PURPOSE OF THE BRIEF?
• INSTITUTION – HOW ARE THE IDEAS SUITED TO THE CLIENT?
• SUCCESS – SUMMARISE WHY IT WILL BE SUCCESSFUL. WHY SHOULD THE CLIENT COMMISSION YOUR PROMO
VIDEO?
NO MORE THAN 500 WORDS IN TOTAL – BE PERSUASIVE!