Unit 28 Corporate and Promotional Programme Production This unit aims to provide you with the understanding, knowledge and skills required to plan and produce corporate and promotional programmes

Unit 28 Task 1 Aims Explain Identify Analyse Analyse the function and purpose of corporate and promotional videos  Identify Identify codes and conventions of corporate and promotional videos Explain Explain what corporate and promotional programming is  Unit 28 Task 1 Aims 

What is a corporate video? A video commissioned by a corporation to communicate a specific message to internal or external stakeholders Rather than broadcast generally to the public, the corporate video is screened at a specific event or sent to stakeholders  Corporate videos always have a specific function/purpose and targeted audience  What is a corporate video? 

What do you think the function and/or purpose of this video is What do you think the function and/or purpose of this video is? Who do you think the target audience might be? 

Defining the Programme Purpose Knowing the purpose of a video programme is important when making decisions about appropriate style. Generally programmes are produced to either entertain or to inform This is not to say that informational programming cannot be entertaining or that an entertainment programme cannot contain information. For any programme to be effective, it should contain elements that both entertain and inform.  The most frequent purpose of a video is to provide information. That information can be used to solve a variety of communication needs that the organisation might have, either internal (employee needs) or external (customer needs)  Defining the Programme Purpose

Codes and Conventions of Corporate Videos The codes and conventions adopted will always be dependent on the function of the video, and of course, the audience it is being made for  Ultimately, however, the codes of cinematography, editing, mise-en-scene etc.  adopted by the filmmaker must reflect the brand identity of the corporation it is being made for  Codes and Conventions of Corporate Videos

Typical Conventions of Corporate Video Use of graphics to impart information  Animated graphics to create/reinforce brand identity  Music and graphics to segment information  Presenter 'testimonial' - the use of a presenter to impart infromation  The choice of presenter(s) will both reflect the brand identity and appeal to the audience  Interviews with key stakeholders  Scenarios – the use of narratives or reconstructions to 'tell a story' which communicates the video's message  Music track to create atmosphere  Professionalism 

Functions/Purpose of Corporate Video: Product launch/marketing - the external selling of product, service or brand (operates like advertising)  Promotion of key ideological messages and values – used to communicate a key ideology to audiences (these are mainly produced by political groups and charities)  Internal communications – the selling of an idea/product to internal stakeholders in an organisation  Internal training – the use of video in a company's internal training programme  Conference openers/showreels - video material to be screened at conferences/industry events (used to sell a product/service or to reinforce a brand identity)  Event coverage – documentaries of an event hosted by a company/brand 

In pairs: Watch the following corporate & promotional videos In pairs: Watch the following corporate & promotional videos. Create a new PowerPoint named 'Corporate & Promotional Videos' For each of the videos make notes on the following: Task Perhaps take 4 each to cut down on workload then you can exchange notes afterwards. 

Political Party Broadcast

Employee Training Video

Employee Training Video

Employee Training Video

Event Coverage for Specific Organisation

Brand Showreel

Social Media Training Video

Marketing Video for External Customers