First draft script

 

Industry Feedback

For my feedback I sent various people the powerpoint attached below to read through, and then got them to answer the 5 questions relating to the powerpoint underneath.

1. Do you think my logo fits my business idea and why?
2. Are my mission/vision/value statements effective and why?
3. How would you market a company like this?
4. Do you think there's a place in the creative industries for a business like this?
5. Do you think my business idea is financially viable? What kind of budget do you think it would need?

Responses - 

Matthew Gant: 

1. I think the logo is fitting of the business idea and reflects the name, both focusing on the coastal setting of the business location and providing this through the colour scheme and slogan.
2. I think you have a clear aim to improve an underdeveloped sector in your local area and make your services truly accessible, and if you plan smartly and stick to your values you'll succeed in giving the business an effective goal and aim. 
3. If I were the one marketing your business, I would start by leaning into your social development aspect as a USP and then generating a large list of contacts within the industry both local and national/international.
4. The focus on improving a sector that isn't massively developed or oversaturated gives room for growth as well as providing a service that is looked for but not often available locally, which on its own should carry your business to commercial success and recognition. In relation to your question, I think a more socially run training school and production house would work on a mass produced scale around the country.
5. The required budgeting is well considered and that is already a good step in the right direction, but I wouldnt rely so heavily on grants and instead cut down costs in other ways. I would advise that for something of this scale you'll have to be very patient and frugal in how you run the business or you'll hinder yourself greatly.

Coastal Creatives business plan, model and financial breakdown

 

Demographic research

 Older people: 

Ignoring the style of shoe being entered around what we'd expect older people to wear, we can infer these print adverts are targeting this demographic due to the use of more neutral colours such as black, white and pastel colours. The adverts also have basic descriptions which inform people in a no-nonsense way what they can expect from the shoes themselves.

Younger people: 

These adverts are more geared towards younger people through their use of a colourful palette and highlighting the sleek features of the shoes they're advertising. The middle one enforces this even more through the inclusion of sports more attributed to younger people, like basketball and skateboarding.

Men: 

These adverts utilise cool, blue-heavy colour schemes and filters which is primarily associated with masculinity. The second and third adverts also give off a very corporate and thus-fore high status vibe which ties into traditional male values of becoming successful within professions. The first advert is centred more around simplicity and showcases off a primary subject of having a sale on polo shirts and shorts, a middle-aged male staple but secondarily having an advert for tech gifts, which is also a very stereotypical male interest.

Women: 

These adverts unlike the male ones have warmer, summery filtering and colour schemes overlayed which gives off a carefree vibe which targets women. The middle advert is slightly different from the others, and is more inline with modern values and moving away from the traditional "women are housewives" through promoting female corporatism. The other two adverts are for summer dresses and use feminine power poses to give women a level of confidence to make them want to wear those clothes.

Mainstreamers: 

These websites are aimed at mainstreamers as they provide services for general clothes wear and have an overall basic and familiar website design. The front page of these sites usually has some form of offer or sale as a lot of people will buy things they think are a bargain before they go up to normal prices again. A lot of these websites will be attributed to established franchises which are well known nationally, and may even have large chains of physical locations or analogue ways or receiving their service.

Aspirers: 

Websites designed for aspirers will usually have a very sleek and modern look as a way to show their trendiness, and use much younger models and actors for their adverts. A lot of these sites will offer high expense services and products with the idea of looking the best and owning the best. A lot of these sites will have much cheaper counterparts with better values and quality for reformers.

Explorers: 

Explorers love new and unique experiences, and a lot of niche websites are tailored to this and put a lot of effort into theming to accommodate their audience. Because of this there isn't any specific 'look' to these sites, instead they each have their own layouts and design choices to best suit who they're targeting which, unlike other psychographics, will focus on the few rather than the many as they understand their product isn't for everyone but for a person with a high level of passion towards their product and values.

Reformers: 

Reformers are all about social change and doing better the world as a whole, and websites that target this demographic will always have a higher social purpose to their mission and service. They will usually highlight this on their home page, however for the most part will have quite a subtle website more akin to a mainstreamer site as they are often providing similar services and therefore can appeal to that psychographic too. This is also helps raise social awareness in the mainstream and convert more mainstreamers towards bettering social goals.

Business evaluation

Analysis Tasks

Out of all the case studies the one which aligns most with my ideas is Trett Films, as it is dedicated video and film production company which takes a very creative and unorthodox approach to their work. This is what I would like to do with my own business and its productions and for this reason there is a lot to learn from Trett Films' approach to work. The things I would do differently is move away from the documentary and corporate style films they do and work my techniques along others to create narratively driven fiction.

The 5 key things about the creative industry I am trying to develop are:

1. Camera operating and different techniques to create unique scenes
2. Learning how to use lighting to my advantage for creating engaging shots
3. Enhancing my editing skills to more effectively compliment and cut together my final product
4. Learning how to create basic prosthetics for realistic practical effects on a low-budget scale
5. Building a website to promote my business with clarity and to showcase my talent

I liked The Social Shepherd's mission and values the most as it not only incorporates humour but is straight to the point on what their goals are and how they achieve them, as well as having a strong focus on teamwork. This social model for how the business works is definitely an influence on how I could make my business work with a similar system. Filmquip Media didn't really have a mission or values present online which might be down to having already reached their peak as the best and largest film company in Dubai.

I believe that The Social Shepherd had the most effective branding through its use of simple colours and openness. The sheep theming also helps provide a friendly face to their business and this overall helps in pulling in clients while still staying very professional with their website and logo as to not seem unprofessional. I didn't like Trett Films' branding as much as the colourful logo didn't have many themes in alignment with the neutral and quite corporate website. I don't think any of my case studies really influenced my branding at all as none fit the vibe I was going for with my own brand.

Additional research

Businesses - 

Filming in England - Have access to a network of studios, crew and equipment rental companies and locations all around the country, including the east. Could act as a collaborator for my business.

Trett Films - Local production company that is known to work with the college

Helpful articles - 

Norfolk knowledge hub - Norfolks chamber of commerce help site: Social collaboration; Why startups fail and how to avoid it; 

Videos - 

Youtube - Ross Welch on setting up a business; 

Evidence Modelling

 Enhance -

• Job Opportunities for young creatives
• Adds a new foothold for people to get into the industry

Replace - 

• Provides an alternative pathway in a predominantly industrial led area
• Is more specialised and focussed than the limited government outreach programmes
• Bigger social impact than other local production companies
• The social led aspect could have an impact on views of traditional values

Revive - 

• Will help bring more business to the area which benefits all companies
• Specialised training will boost the skill level of the area
• partnerships with local companies can build upon existing models

Backlash - 

• Too many high skilled and trained people could oversaturate the local market and cause a market depression
• Anti-competitive and social nature of business could disrupt the balance in the long run