1.1 Identify the purpose, audience and audience needs for preparing video.
Before for you grab your video camera it is important to identify the purpose for your project, who your target audience is and your clients needs. Let's take a look at that example project you just watched.
Snoqualmie Valley Schools Foundation
The purpose (goal) of this video is to show potential donors how the foundation has spent their money to increase student learning and engagement throughout the school district. It is important to show a wide variety of age levels and subject matter so that it is clear that there large need for funds and that the foundation has spent past money in a way that maximizes every dollar.
The target audience for this video is the potential donors. These are individuals that live in the school district and care about our school system. They are also businesses that have some type of connection with the community. For example, many of our parents work at Microsoft so they have always been a huge supporter. This is a critical aspect to consider so be specific about who your video project will target by asking yourself:
The client needs a 5-10 minute video to show at their annual fundraising luncheon and on their website to inspire their donors to continue to give generously to the foundation. Determining the Theme or Message of your video is critical to determine when talk with your client. You should both be clear about the message your target audience will walk away with after seeing your film.
The Log Line is a one sentence description of the video project. This can be surprisingly difficult to create but will help keep you and your client's vision of the project clear.
The Genre for this project is typically called a "corporate" or "promotional" video. Genre will influence the style and approach to creating your video project. Examples of different genres include documentary, news, science fiction/adventure, horror, animation and live events.
Video Treatment Form: My students use this form when they meet with a client or start planning a project. Please use this form when completing the two major projects in this course including "My Hometown Promo" and the "Hobby Documentary".
Snoqualmie Valley Schools Foundation
The purpose (goal) of this video is to show potential donors how the foundation has spent their money to increase student learning and engagement throughout the school district. It is important to show a wide variety of age levels and subject matter so that it is clear that there large need for funds and that the foundation has spent past money in a way that maximizes every dollar.
The target audience for this video is the potential donors. These are individuals that live in the school district and care about our school system. They are also businesses that have some type of connection with the community. For example, many of our parents work at Microsoft so they have always been a huge supporter. This is a critical aspect to consider so be specific about who your video project will target by asking yourself:
- Audience age and gender
- Occupations
- Client goals or purpose
- Level of literacy and education
- Level of income or economic wealth
- Ethnicity
- Where do they live
The client needs a 5-10 minute video to show at their annual fundraising luncheon and on their website to inspire their donors to continue to give generously to the foundation. Determining the Theme or Message of your video is critical to determine when talk with your client. You should both be clear about the message your target audience will walk away with after seeing your film.
The Log Line is a one sentence description of the video project. This can be surprisingly difficult to create but will help keep you and your client's vision of the project clear.
The Genre for this project is typically called a "corporate" or "promotional" video. Genre will influence the style and approach to creating your video project. Examples of different genres include documentary, news, science fiction/adventure, horror, animation and live events.
Video Treatment Form: My students use this form when they meet with a client or start planning a project. Please use this form when completing the two major projects in this course including "My Hometown Promo" and the "Hobby Documentary".
Foundations of Video Design and Production Lessons
Digital Video Production Workflow
Video post-production
Digital Video Production Workflow
Video post-production