Unit 2 planning and pitching

A* AB C

D

L.O: L.O: To understand To understand how to develop ideashow to develop ideas

Unit 2: Planning and Pitching

Starter: Starter: Scenario (The setting and rational of the assignment)You have started work for digital media company. Your boss wants you to come up with an idea for a new online magazine fashion feature for teens.

1) You have one minute to come up with an idea (independently).

2) Each of you will have one minute to address the class, during which time you must explain your product and persuade the class that it is a great idea.

If you hesitate, repeat yourself and deviate from the topic you will be stopped.

What has this starter taught you about?

1) developing an idea

and

2) pitching your idea?

If you fail to plan, plan If you fail to plan, plan to fail!to fail!

Effective Planning:Effective Planning:

Effective planning is a skill we will use and develop throughout the course.

So how do we effectively plan? Well, let’s start with the brief…

Assignment Brief:Assignment Brief:• What is the

purpose of a brief?

• What sort of information should a good brief give you?

A client brief should provide you with information about the target audience, the purpose for making the product, and the platform that it will appear on.

Once you’ve been given a brief, you should start planning how to tackle it. It starts with communicating ideas… • Verbally– take part in discussions, meetings,

thought showers, interviews, focus groups.• Written – create plot outlines, synopsis,

proposals, summaries of ideas, outlines, annotations.

• Visually – create mood-boards, mind maps, storyboards, sketches, presentations.

It is important that you learn to develop your idea. You might really like your initial idea, and want to run with it, but developing ideas is the ‘nuts and bolts’ behind producing a good product.

When developing ideas…When developing ideas…• Come up with more than one idea, so

that you can whittle down your options.• You should always be able to track and

explain discounted ideas, with valid reasons; keep notes of any and all ideas, even if they seem silly at first!

• Be open to revising your initial idea• Be able to explain your final selected idea

A client brief should provide you with information about the target audience, the purpose for making the product, and the platform that it will appear on.

Working through ideas: Working through ideas: • In pairs you should now have a total of 8

ideas.

• Discuss your ideas and pick out 4 that you think are the best.

• For each one you have disregarded write the reason why you have chosen to no longer use those ideas. Be critical. There must be a reason why you decided not to go a head with it? Could you see potential problems later on down the road when creating it?

Working through ideas: Working through ideas:

• For the top four ideas you are going to create a pro and con list of why it would be a good and wouldn’t make a good advert.

• Once this is complete pick the top 2 best ideas.

• You need to now join with another pair and pitch your two ideas to them. Get their response to the ideas.

Writing a Report: Writing a Report:

• You need to be able to record and show evidence for each stage of your idea developing.

• Write a report explaining everything you did/thought/said in order to reach your FINAL IDEA.

Writing a report. Writing a report. Introduction:Explain what your brief was asking you to do.

Final Idea:What changes did you make? Why did you do this?

How does it match the brief:How have you ensured this is reaching the right target audience?What sector is your advert for?How is the purpose of the advert?Where will people be able to see it? Platform?

Issues:How have you considered costing? How long do you plan to spend on filming?List the resources you will need – camera/props/tripod etcWhat about location – what happens if it rains when you want to film?How have you ensured no one will be offended? Think about different ethnicities in your idea?How have you ensured no one will get hurt/upset (parents and children) by your advert?How does your idea match the regulations of the ASA?

Starter:Starter:Scenario (The setting and rational of the assignment)You have started work for digital media company. Your boss wants you to come up with an idea for a new online magazine fashion feature for teens.

Scenario (The setting and rational of the assignment)You work for a company that produces mobile apps. Your boss wants you to create a new game that would be appealing to both men and women of all ages.

Who – is the target audience? Audience demographics?

Why – produce the product? To inform, educate, entertain, provide a service?

What – will the product be/do/show?

Where – will it be seen? What platform will it be available on?

Gathering Ideas:Gathering Ideas:Scenario (The setting and rational of the assignment)You have started work for media company. Your boss wants you to come up with an idea for a new shampoo TV advert aimed at 30 year old men.

Task 1:

In 3s create a mind-map each to show your idea for this brief. Remember to include:

• Who (audience demographics - age/sex/location/race/religion/socio-economic group)• Why• What• Where


Task 2:

Write a brief synopsis of what is going to happen in your advert.

Summary


Task 3:

For your 3 ideas work together to create a SWOT analysis.


Task 4:

Out of your three ideas pick the best idea – explain why that is the best ideas.

For the 2 ideas you disregarded explain why you got rid of them

(Get one of your group to write out minutes of everything this is said during your discussions.)

MINUTES – notes/script kept of everything discussed in a meeting.


Task 5:

Create a storyboard for your final idea. Think about what is going to be shown in each scene.

This includes camera shots/mise-en-scene/lighting/sound


Task 6:

Pitch your idea and your three storyboards to another group – think about specific questions you want to ask them about your idea.

Write down their feedback. Make sure you are specific.


Task 7:

Go back to your final idea – you must show you have taken the feedback on board and have ADAPTED your final idea. This might be a lot or it may only be a few alterations but changes MUST be made.


Task 8:

Write a report about your final idea.

• What process did you go through to reach that idea?• How does your final idea meet the requirements of the brief?

Wordpress Portfolio:Wordpress Portfolio:• For your coursework you will need to create a Blog in

order to keep all your evidence for the examiner.

• This is a live Blog that records the dates of when things are uploaded so the examiner can see exactly when you completed tasks.

• REMEMBER IT IS QUALITY AND QUANTITY!

Wordpress Portfolio: Wordpress Portfolio:

• www.wordpress.com • Register• Username is the beginning of your school email address

i.e – 11MNicoll11MNicoll• Blog address =

BTEC Creative Digital Media Production PlanningBTEC Creative Digital Media Production Planning• You are creating a FREE blog.

http://www.wordpress.com/


Scenario (The setting and rational of the assignment)

You have started work for digital media company. Your boss wants you to come up with an idea for a new online magazine fashion feature for teens.

What:•What sector does this belong to?

•Can you find other examples (secondary research) of online magazines at the moment?

Where:•What platforms is this available on? (Are you going to have a Facebook page/Twitter page to go with it? •What devices will it be available on?

Why:•Why is this being made? What is the purpose? To inform? Educate? Entertain? Persuade?

•How are you going to make sure it does these things?

Who:•Think of audience demographics: •Sex/Age/Location/Religion/Socio-economic group.

Audiences:Audiences: Create a number of different audience profiles.

An 18 year old will have different interests than a 15 year old.


Scenario (The setting and rational of the assignment)

You have started work for digital media company. Your boss wants you to come up with an idea for a new anti-smoking advert aimed at 20-30year olds.

What:•What sector does this belong to?

•Can you find other examples (secondary research) of anti-smoking adverts at the moment?

Where:•What platforms is this available on? (Are you going to have a Facebook page/Twitter page to go with it? •What devices will it be available on?

Why:•Why is this being made? What is the purpose? To inform? Educate? Entertain? Persuade?

•How do anti-smoking adverts do this at the moment?

Who:•Think of audience demographics: •Sex/Age/Location/Religion/Socio-economic group.•Create a couple of audience profiles.

Communicating Ideas: Communicating Ideas: • verbal (discussions, meetings, thought shower, blue sky thinking,

interviews, focus groups)

• written (plot outline, brief synopsis, informal proposal, summary of ideas, annotations, SWOT analysis)

• visual (mood-boards, mind maps, storyboards, sketching, audio-visual presentation).

Selecting Ideas: Selecting Ideas:

• discounted ideas with reasons why not selected

• revisions and decisions made to ideas in the formulation process

When developing an idea for a product, consideration should be given to the following planning issues:

● logistics:o achievable aims (Could you realistically create this idea here in Slough?)

o location considerations (Travel expenses? Carrying equipment)

o timeframe considerations (Natural light? Filming Deadlines? Travel?)

o level of organisation required (shooting schedule/casting)

● resources:o availability of equipment/space o expertise within the production teamo personnel required.

Planning Issues: Planning Issues:

Homework: Homework: • You are to conduct secondary research into OFCOM

(Office of Communications) and the ASA (Advertising Standards Agency).

• Google these regulatory bodies.• Look into their standards and rules around advertising.• You should compile evidence of your research, creating a

list of criteria that you will have to keep in mind to ensure your advert won’t be breaking any rules or regulations.

Selecting Ideas: Selecting Ideas:

• final selected idea (reasons for selection, complete structure, relation to the brief, consideration of planning issues).

● Cost:o Extra props/ studio space/ costumes/ telephone calls/ travel expenses

● Moral and Ethical Issues:o Libel o Copy Righto Offensiveo Dangerouso ASA regulations

Planning Issues: Planning Issues:

Coursework: Coursework:

DEADLINE: Friday 27th February

L.O: L.O: To understand To understand the purpose of a the purpose of a

pitchpitchUnit 2: Planning and Pitching

Why is your advert the best?

•You have 1 minute to try and pitch your idea to the class without hesitation/repeating/saying ‘Umm’.

‘‘Just A Minute’:Just A Minute’:

Pitching Ideas:Pitching Ideas:

What makes a ‘pitch’ successful?

Communicating ideas clearly

Using persuasive devices

Confidence

Appropriate vocabulary for your audience

The right style (humorous/informative/motivational

Tone of voice

http://www.bbc.co.uk/iplayer/episode/b0547t7v/dragons-den-series-12-episode-11

http://www.bbc.co.uk/iplayer/episode/b0547t7v/dragons-den-series-12-episode-11

• We are going to watch an episode of Dragon’s Den.

• You are going to watch how 6 different people pitch their ideas – you are going to make notes as you are watching and give them a mark out of 10 for each section.

• They will then get an over all mark out of 40.

Dragon’s Den:Dragon’s Den:

The Best Pitch: The Best Pitch:

What was the best Dragon’s Den Idea? Put it in the middle of your page.

TASK:Annotate the idea with all of the things you believe made it more successful than the others.

• How are you going to make your advert a successful pitch?

• List all the things you need to include to ensure this happens. (Be specific to your advert – what problems might you have to deal with?).

My Idea:My Idea:

Starter:Starter:

Why are the following parts of a presentation important?

1.Understanding your audience.i.e: Understanding your audience is important because…

2. Preparing your content.3. Delivering confidently.

4. Controlling the environment.

• To inform the Dragon’s about your advert.

• To educate them on the reasons behind the advert.

• To persuade them to give you money to create your advert.

Purpose of a Pitch: Purpose of a Pitch:

• Why did you come up with this idea?• Why is this idea better than adverts already made? • How long is this going to take to make? • What happens if it takes longer? I don’t want to give you any

more money so how will you raise it?• What happens if your main actors pull out? • What will you be spending the money on?• Where will you broadcast the advert? • How will you know it will reach the relevant target audience? • How have you ensured this advert won’t offend people? • What are the ASA guidelines? How does your advert match

those? • How can you ensure me no copyright issues will occur? How do I

know that all your work is your own?

Questions: Questions:

• To communicate concepts and ideas to an audience in a clear and concise form.

• A pitch should persuade the audience to approve the concept or idea.

• A range of communication skills are required when pitching ideas.

The Purpose of the Pitch: The Purpose of the Pitch:

• Verbal = live presentation

• Written = formal proposals/letters, treatments/synopsis

Formats for Pitching: Formats for Pitching:

What are effective What are effective written communication written communication

techniques?techniques?

• Using ambitious vocabulary• Using the correct structure• Correct grammar• Correct spelling• Correct punctuation• Clarity of expression• Using persuasive techniques• Correct mode of address• Appropriate style

Written Communication: Written Communication:

Task 3.3 (What you need to do)You should use Word to write a formal proposal to the company with a written proposal for your new advert idea.

Your letter should include the following information:• The name and purpose of your product•Who your target audience is•How you plan to appeal to them (by using camera shots, font, etc.)•Content you plan to include•Where you plan to make your product available•How you plan to produce your product•Any costs and legal/moral issues associated with your product•A summary of why you think your product will be a successSuccessful proposals will be well written and informative.

Persuasive Techniques:

A FOREST:A – AlliterationF – FactsO – OpinionsR – Rhetorical questionsE – ExaggerationS – StatisticsT – Triplets rule of three)



Formats for Pitching: Formats for Pitching: ALL – will have completed their ALL – will have completed their written proposalswritten proposals

MOST – Will have completed MOST – Will have completed their PowerPoint/presentations their PowerPoint/presentations

SOME – will be preparing SOME – will be preparing questions for their practise run. questions for their practise run.

Consider your partners written response.Have they:•Used ambitious vocabulary•Used the correct structure•Checked their grammar•Checked their spelling•Checked their punctuation•Expressed themselves clearly•Used persuasive techniques•Used the correct mode of address•Used an appropriate style

D.I.R.T:D.I.R.T:

WWW:

EBI:

DIRT TASK:



Formats for Pitching: Formats for Pitching: ALL – will have completed their ALL – will have completed their PowerPoint/presentations and PowerPoint/presentations and their written proposals. their written proposals.

MOST – Most will be practising MOST – Most will be practising in their pitches. in their pitches.

SOME – will be proof-reading SOME – will be proof-reading and checking work. and checking work.

AFTER SCHOOL:AFTER SCHOOL:

Catch-up and Catch-up and preparations preparations after school. after school.

L.O: L.O: To understand the To understand the requirements needed requirements needed

in Planningin PlanningUnit 2: Planning and Pitching

• Congratulations, New Media have been persuaded by your pitch for the new anti-bullying advert and wish to take your idea into production.

• You must prepare for its production by producing a planning portfolio to record and organise all the necessary planning requirements for production.

Creating a Planning Portfolio: Creating a Planning Portfolio:

The client will expect that your planning portfolio will be well organised and should contain:•Treatment•detailed storyboards•shot lists•lighting text shots•props/costume lists•location recces•shooting schedules•script drafting•permissions for filming•personnel required •equipment booking•health and safety risk assessments. •chronology/dates (production schedules)

Creating a Planning Portfolio: Creating a Planning Portfolio: DEADLINE:17th June

For 2C.D4: the planning portfolio will provide exhaustive and detailed evidence of planning for the digital media product. The learner will have provided all the necessary and appropriate planning documentation with a high level of detail, for example for digital moving image production, storyboards, shot lists, prop/costume/make-up list, location visits/photographs, shooting schedules, script drafting, permissions for filming, personnel required, equipment booking, health and safety (risk assessment), contingency plan. These would all be labelled, annotated and completed in detail. The contents of the planning portfolio will be organised systematically and in a form which could be navigated by others easily (clear chronology, a filing system of some kind (for example headings/colour coding), detailed annotations and hyperlinks where appropriate to access linked information).


http://a2medialouise.wordpress.com/

DEADLINE:17th June

http://a2medialouise.wordpress.com/


Creating a Planning Portfolio: Creating a Planning Portfolio: A written step by step account of what is going to happen in your advert.

Shot 1

The girl walks up to the camera and a close up is used of her face. This is to show the audience her facial expressions really clearly as we want to show that she has been crying.

Shot 2

Shot 3

Shot 4

DEADLINE:17th June


Creating a Planning Portfolio: Creating a Planning Portfolio: These two need to be completed by this Friday.

DEADLINE:17th June

The client will expect that your planning portfolio will be well organised and should contain:•Treatment•detailed storyboards•shot lists•lighting test shots•props/costume lists•location recces•shooting schedules•script drafting•permissions for filming•personnel required •equipment booking•health and safety risk assessments. •chronology/dates (production schedules)


This is a list of shots you are going to use throughout your advert.

DEADLINE:17th June

A list of props and costumes you are planning on using – and a description next to each one about why you want them.

REMEMBER:Everything needs to be labelled and ordered.



This is a list of shots you are going to use throughout your advert.

DEADLINE:17th June

A list of props and costumes you are planning on using – and a description next to each one about why you want them.


HOMEWORK:To complete everything in red over half term.


Creating a Planning Portfolio: Creating a Planning Portfolio: DEADLINE:17th June

You need to write a ‘formal’ letter to Mr Nicholas to get permission to film in his school. You will need to explain what your advert it, where you want to film, why his school is the best place to film and how long it is going to take. You want him to agree so you need to use your persuasive skills. You need to write at least a page.


HOMEWORK:To complete everything in red over half term.

The client will expect that your planning portfolio will be well organised and should contain:•Treatment•detailed storyboards•shot lists•lighting test shots•props/costume lists•location recces•shooting schedules•script drafting•permissions for filming•personnel required •equipment booking•health and safety risk assessments.

Creating a Planning Portfolio: Creating a Planning Portfolio: DEADLINE:NEXT WEDNESDAY (17th)

This is a list of the people you will need in total for your filming: •Actors?•Directors?•Camera Crew?•Sound Crew?


HOMEWORK:To complete everything in red.

The client will expect that your planning portfolio will be well organised and should contain:•Treatment•detailed storyboards•shot lists•lighting test shots•props/costume lists•location recces•shooting schedules•script drafting•permissions for filming•personnel required •equipment booking•health and safety risk assessments.

Creating a Planning Portfolio: Creating a Planning Portfolio: DEADLINE:NEXT WEDNESDAY (17th)


HOMEWORK:To complete everything in red.

Unit 2 planning and pitching

Education

Transcript of Unit 2 planning and pitching