Creating a promotional video for international students : understanding the UK as a target audience
Clayton, Stephen (2020)
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060517456
https://urn.fi/URN:NBN:fi:amk-2020060517456
Tiivistelmä
International based communities thrive with a multitude of diverse and talented individuals as the backbone of their societies. Producing high quality video con-tent has become an even easier task as a result of today’s advancements in technology, therefore advertising globally should be a paramount to the Media and Arts programme. The main objective of this thesis was to produce a pro-motional video for the programme without using a client brief, but to use re-search and UX techniques to discover what the UK target audience might be interested in.
Research was initiated by defining the causes for UK students to be uninterest-ed in studying abroad. Surveys conducted by the British Council were used, as well as benchmarking the students’ choices when moving on from college. Based on a study into how to produce a successful promotional video, a video concept was created in the form of a treatment and script. The final concept was then uploaded online for the target audience to see, and feedback was of-fered to draw conclusions as to whether the script was a success or a failure.
The results indicated that having a story driven video can be used as a platform to garner interest into the degree programme. The target audience’s percep-tions about studying abroad were brought forward in the video and challenged. The script was deemed a success based on the positive feedback it received, however there was still a lot of work to be done if it was ready to be presented to a client in the future.
Research was initiated by defining the causes for UK students to be uninterest-ed in studying abroad. Surveys conducted by the British Council were used, as well as benchmarking the students’ choices when moving on from college. Based on a study into how to produce a successful promotional video, a video concept was created in the form of a treatment and script. The final concept was then uploaded online for the target audience to see, and feedback was of-fered to draw conclusions as to whether the script was a success or a failure.
The results indicated that having a story driven video can be used as a platform to garner interest into the degree programme. The target audience’s percep-tions about studying abroad were brought forward in the video and challenged. The script was deemed a success based on the positive feedback it received, however there was still a lot of work to be done if it was ready to be presented to a client in the future.