Creating a promotional video for international students : understanding the UK as a target audience
Clayton, Stephen (2020)
Clayton, Stephen
2020
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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.