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

Mission, vision and values

 Mission Statement - A company's mission should be able to reflect its ethics and values with its goals in a usually short statement between a sentence and a paragraph. The mission should always remain present tense and as such should always be changing with the company and its purpose at all times. The best way to develop your mission is to identify your USP, or even an original idea you may have, and then combine it with a realistic measurement of success to create a clear guideline for your full statement.

Vision Statement - A vision statement should be a snappy sentence which highlights a company's purpose alongside its aspiration goals. The vision is usually set in stone and remains the same through time, so the aim is for the business to aim high for their vision and really push the limits of their purpose and values. The best way to create this is to look at your mission and identify what your overall aims are for the betterment of the world and its people, more importantly your customer base. This future focus should be combined with a set of striking and memorable values to create a short sentence to drive home your goals for the future.

Values - values should be a set of joint factors shared by you, your employees and your customers which work towards the legitimacy and route for your mission. A company will usually employ around 4 of these as a way of showcasing clear goals while also showing a range of values for people to buy into, and values should be used as a prioritisation of sorts in what you set out to achieve through your business.

References -

Mindtools - what are your values; mission statements and vision statements

Task 10: Finance considerations and research

 Finance - For my business a good source of funding would be a grant from various companies, such as the BFI Film fund, channel 4 or the Arts Council projects grant. The option of a number of social enterprise funds are out there too, notably by the School of Social Entrepreneurs (SSE).

Insurance - for my business the most important insurance to have would be employer liability, which is demanded by law to have. After that the insurances I would need covered are equipment insurances on any and all equipment as some of it can be extremely expensive, public liability in the event of shooting in public spaces or with members of public on set and lastly professional indemnity insurance to cover any contractual disagreements with potential clientele or partners.

Business rates - The business rates for the local area for businesses valued up to £50,999 is 0.499p, while any businesses earning £51,000 and up is on 0.512p to the pound. The Great Yarmouth Council only offers reductions to businesses affected by covid, retailers or businesses setting up and renovating derelict buildings to operate their business out of.

Geography, transport and accessibility - In order to effectively fulfil my mission the business needs to be set up in an accessible location for the underprivileged youth I'm trying to outreach to, however this means setting up in a not so profitable area rather than in the city where everything will be more accessible for partners, clients and the city youth. Transport would be covered on most bases in town however as there is train access, multiple buses from all over the county and beyond and the walking distance from most areas of town is less than 20 minutes.

Task 10: Branding, mission and values

Vision statement - My vision statement is: "To create a nationwide network of contacts to give training and opportunities to aspiring creatives"

Mission statement - My mission statement is: "To develop and inspire new talent in local communities that don’t normally get the opportunities to cultivate their passion, and hire them out to professional productions to gain experience and an industry foothold"

Value Statement - My value statement is: "We aspire to create a long lasting environment of creative development across a vast network of low-income, industrial sector led areas to nurture a culture of independence and creativity no matter where anyone is from"

Brand positioning - my brand position is "Local, self-sustaining and connected". The local theme is a big one, expressed through the brand image and even the name of the business with many links to the coast. Advertising will focus on the locality and connectedness of the brands identity, making reference to the nature and mission of the business overall.

Values and Drivers - The values behind my business are: Independence to inspire its trainees to experiment with their own ideas and projects while learning; Development as our mission is to develop talent; Creativity, which is really important to the art of film; Legacy for the hopeful long lasting effect the business has both on the community and the lives of the people its helped. These values are extremely important to me and it's key that all practices of the business follow suit. The current drivers for the business are most importantly these values as well as another driver in place in the form of the local area being in desperate need of creativity and support for creatives in the area.

Marketing - The business will be marketed mainly through social media, especially instagram, twitter, and to showcase actual business productions, TikTok. These apps and sites are key for targeting young people as they are the most used apps for a young demographic. Marketing will also be undertaken on Facebook to target the parents and older relatives of any aspiring youngsters to increase awareness further.

work experience

 1: Press release for London Mozart Players at Great Yarmouth Minster - October 14th 2021 

For my first bit of work experience, I worked alongside Creative Collisions as a Young Promoter to create a press release and report on an orchestra show put on by players of the London Mozart Orchestra in collaboration with students from Lynn Grove Academy, Woodlands Primary Academy, Caister Academy and  Wroughton Primary Academy.

2: Strumpshaw Fen Climate Change performance "The Race Against Time" - October 2021 - December 5th 2021 

Across October and November, with two performances in early December, me and many other students of East Norfolk partnered with the UEA to create a performance piece at Strumpshaw Fen to highlight the effects of climate change and the decline of the environment itself. This was a ticketed event open to the public which helped generate awareness, give an insight into the younger generation's view on their future with a dying planet and also highlighted the importance of preservation.

3. Interview case studies for the East Norfolk Sports program - 2022 

As part of my work experience I have been conducting interviews with students enrolled in different sports at the college to generate an insight into their journeys in sport, other interests and future plans. This is in collaboration with the college sports program to help promote what they do to prospecting students and parents.

4: Tender abuse performance filming and editing - February 2022 - March 2022 

For the Tender charity a few of us went to film each performance piece that the students of EN put on to raise awareness for different types of abuse and were tasked with editing the footage for Tender to use as a PSA.

5: EN heritage event guest speaker and student interviews - 2nd-3rd March 2022 

For the Norfolk heritage event East Norfolk hosted it was my job to conduct filmed interviews on a selection of guest speakers and a student. This required me to set up a multi-camera studio space and go out scouting for interviewee's.

Pilot treatment first draft

 

Task 10: Your creative enterprise

 Task 1: Business analysis tools 

SWOT analysis

PESTEL analysis - Economically the business might struggle for a while depending on the factors at the time, as the profit yield won't show itself for a while and any number of changes to the economy would make the stability of my business extremely volatile. Social factors are the most important to me as it is the whole idea around a social enterprise, even being included in the name. I will have to pay close attention to factors like employment, wealth and age when providing a service to the people and also to business partners. Technological factors like communication are vital to my businesses success, with lots of communication between different communities through marketing and outreach programs as well as communicating with partners effectively. Legally the factors I need to worry about involve employment and workers rights for any employees and clients, and the rights I have linked to the profiting off of successful clients. Health and safety when doing practical skills or in house productions is also required to be covered along with the proper insurances and liabilities.

Task 2: Type of Business in the UK 

My business will be registered as a social enterprise as its primary purpose is to generate profit from trained creative employees who will be invested in and trained by a large portion of that profit. Enough profit will be set back to comfortably support the business and its staff without disrupting the integrity of the social framework within the business' profit. Overall the business will work through a self-sustaining cycle where the business makes money off of the trainees and staff who will in turn be trained and paid through these gains.

Task 3: Business plans and models 

Task 4: Branding 

Mission statement - My mission statement is: "To develop and inspire new talent in local communities that don’t normally get the opportunities to cultivate their passion, and hire them out to professional productions to gain experience and an industry foothold"

Brand positioning - my brand position is "Local, self-sustaining and connected". The local theme is a big one, expressed through the brand image and even the name of the business with many links to the coast. Advertising will focus on the locality and connectedness of the brands identity, making reference to the nature and mission of the business overall.

Values and Drivers - The values behind my business are: Independence to inspire its trainees to experiment with their own ideas and projects while learning; Development as our mission is to develop talent; Creativity, which is really important to the art of film; Legacy for the hopeful long lasting effect the business has both on the community and the lives of the people its helped. These values are extremely important to me and it's key that all practices of the business follow suit. The current drivers for the business are most importantly these values as well as another driver in place in the form of the local area being in desperate need of creativity and support for creatives in the area.

Marketing - The business will be marketed mainly through social media, especially instagram, twitter, and to showcase actual business productions, TikTok. These apps and sites are key for targeting young people as they are the most used apps for a young demographic. Marketing will also be undertaken on Facebook to target the parents and older relatives of any aspiring youngsters to increase awareness further.

Task 5: Legislation and the creative industries 

The only legal considerations that my business needs to take active interest in would be talent releases for its trainees, and depending on the age of the trainee, child Labour laws would need to be observed closely. As well as these, GDPR has to be followed for any records kept on employees, partners or the public and public liability insurance for when trainees are working in the field. If any in-house productions are made then location releases, IP and copyright laws would then be observed and acted upon accordingly.

Task 6: The creative economy 

The specific industry my business lies within the sector is TV and Film. This purports to any and all jobs which specialise or have major involvement in the production of moving image productions for the big or small screen. My business lies in this industry as it trains people up in various TV and Film careers such as camera operating and screenwriting, as well as other equal importance, less appreciated jobs like production design and starter level jobs like tape loading and focus pulling. Overall the rocketing growth of the creative industries would hopefully bring fruitful opportunity to the business, and the decline in creative workers because of the covid-19 pandemic allows for more gaps to fill in the market.

Task 7: Regulatory frameworks 

The regulatory bodies my business would have to adhere to are OFCOM and the BBFC in relation to any productions for TV and Film. The BBFC Classification Framework is most notably under observation as any production would have to be pre-planned ahead of time as to what needs to be done to make the film commercially accessible to its target market. OFCOM is to be watched in the case of any TV productions or even films that eventually get aired on TV so an earlier time slot is guaranteed for the program. the Creative Industries Council is worth getting involved with as they work to break barriers and regulations to create inclusion and fully realise artistic vision.

Task 8: Other considerations for businesses 

Finance - For my business a good source of funding would be a grant from various companies, such as the BFI Film fund, channel 4 or the Arts Council projects grant. The option of a number of social enterprise funds are out there too, notably by the School of Social Entrepreneurs (SSE).

Insurance - for my business the most important insurance to have would be employer liability, which is demanded by law to have. After that the insurances I would need covered are equipment insurances on any and all equipment as some of it can be extremely expensive, public liability in the event of shooting in public spaces or with members of public on set and lastly professional indemnity insurance to cover any contractual disagreements with potential clientele or partners.

Business rates - The business rates for the local area for businesses valued up to £50,999 is 0.499p, while any businesses earning £51,000 and up is on 0.512p to the pound. The Great Yarmouth Council only offers reductions to businesses affected by covid, retailers or businesses setting up and renovating derelict buildings to operate their business out of.

Geography, transport and accessibility - In order to effectively fulfil my mission the business needs to be set up in an accessible location for the underprivileged youth I'm trying to outreach to, however this means setting up in a not so profitable area rather than in the city where everything will be more accessible for partners, clients and the city youth. Transport would be covered on most bases in town however as there is train access, multiple buses from all over the county and beyond and the walking distance from most areas of town is less than 20 minutes.

Background research

Unit 3 - 

Background Research -

Observations - 

All of the cheesy 80's B-flicks leant into how stupid and campy they were and this was vital to their success and cult status. They achieved this in part by being unapologetically themselves no matter how bad the production and acting, and through this manage to be enjoyable and brilliant. the real challenge to my project would be to reflect this 'so bad its good' dynamic without trying too hard.

 This is an issue of more modern low budget movies such as 'Birdemic' and the Sharknado franchise, brought about by the popularity of Tommy Wiseau's 'The Room', a poorly made drama film which everyone mistook for a so-bad-its-good comedy. A good modern example of low-budget done right is 'The Velocipastor', however its modern style doesn't make it a good reference point for a project which encapsulates the 80's VHS boom.

 In reference to the TV shows of the time, many of the popular horror and sci-fi shows were anthology shows, completely changing the scenarios, locations or characters per story with some exceptions such as one or two recurring characters, for example in Freddy's Nightmares 8 of the episodes feature Freddy Krueger as the antagonist. The late 80's also featured the first major semblance of non-linear narratives, in which each episode shares characters, themes and locations without having an over-arching story, or at the very least not prominently featuring one bar a few essential episodes with the majority being filler. This concept would become much more realised in the 90's and 00's era of sitcoms, with a large majority of modern TV shows following this format with the exception of TV dramas and soap operas.

Social and political influences 

Many films and shows in the 80's had a lot of subtext relating to various social and political changes in the time period. Many of these themes revolved around traditionalism and classism due to the influence of Thatcher and Reagan, and many films touched on breaking these values or leant into them as a way to expose their flaws by the end of the movie.

 Two of the biggest social issues raised in the 80's were the AIDs epidemic notably making its mark in the slowly rising and newly empowered LGBT community among various over marginalised communities and also the first major reports of the climate crisis brought to public attention. The latter was publicised largely in part to the efforts of former US senator and vice-president Al Gore, something which he'd been fighting for since 1976 in congress, and made striving progress to help raise awareness and prevention during his tenure as VP.

 A big social issue touched on in the late 80's was consumerism, with films such as 'They Live' and 'The Stuff' touching on the western negligence over what products and media we blindly consume day in day out, while films like 'Wall Street' touched on materialism and greed during the height of yuppie culture. The latter theme is reflected in later movies such as 'American Psycho' and the more recent 'The Wolf of Wall Street'.

My Project -

My idea - A TV pilot for a spoof on classic low-budget 80's horror crossed with the over-the top nature of TV dramas at the time.

Films/shows watched for inspiration - Killer Klowns From Outer Space; The Stuff; Night of the Comet; The Return of the Living Dead; Maximum Overdrive; The Texas Chainsaw Massacre 2; Garth Marenghi's Darkplace; They Live; Freddy's Nightmares; Tales from the Crypt; Evil Dead 2: Dead by Dawn; Return of the Killer Tomatoes

Directors/writers inspired by - Larry Cohen; Steven King; John Carpenter; Matthew Holness; Tobe Hooper; Sam Raimi

Plot overview - 

One of the characters drinks a random coffee they find in a chemistry lab next to a sign saying "do not drink this coffee". Cut to title theme. Character who drank coffee is slowly transforming into a clown while the other characters try and figure out how to stop it. Clown becomes more and more violent and antisocial as the other characters speak to the chemist who made the coffee for answers. Chemist gives them the cure, a cream pie that must be smushed in the clowns face. The clown appears and kills the chemist, possibly using practical effects to simulate an eye being ripped out and blown up like a balloon. The other characters use the cure on the clown and there's a transformation sequence of them reverting back to their initial form. Cheesy final pun and characters laughing, transition to credit sequence.

Character ideas - 

Hunter "Jock" Walker - 80's Jock stereotype, stylish meathead, always brave and uncomfortable in masculinity. dressed in varsity jackets, t-shirts, jeans and trainers.

Cheesy one liners: 

"There's only one thing better than coffee, and that's free coffee"

“This is what i call heavy metal” - Eddie with a Gun

Practical Effects planned -

Throat slitting - fake blood being pumped through prosthetic throat

Eye being pulled out - fake eye pulled away from prosthetic eye hole, using camera angles to make the illusion easier

Eye being blown up - white balloon altered to look like an eye, blown up to point of popping

arm wound - deep cut on arm made from prosthetics, using painting techniques to make the gash look deeper

Budgeting - 

£15-30 estimated for costuming

£55-70 estimated min/max for SFX

£60-100 min/max total estimated costs

References - 

Background Research - 

The 10 best movies that criticise consumerism (Mike Gray, 2017)

The Anti-Consumerism of 80's Science Fiction (Privilege of Legends)

Realism and Representations of the working class in contemporary British cinema (Takako Seino. MPhil, 2010)

Timeline: Al Gore (Jessica Aldred and Lauren Goodchild, 2007)

Environmental Activism of Al Gore (wikipedia)

Practical tutorials -

Instructables - How to make SFX make-up prosthetics

SmashinBeauty - DIY prosthetics easy tutorial

DSLRguide - Special effects makeup tutorial

PremiumBeat - 3 DIY practical horror effects for your horror short

Indy Mogul - Slit throat effect DIY tutorial

Elli Macs SFX Makeup - How to create a fake eye

unit 3 proposal

 

Competition research

Competitors - 

Epic studios, Norwich - 

Epic studios offers four studio spaces for hire, including a 400sqft infinity studio for CG production and a 10,000sqft sound stage; A huge range of film equipment for hire to fulfil any production needs, with access to specialist cameras for underwater and aerial; Specialist crew hire for productions, international included; They also hold music events, doubling as an entertainment venue.

Epic Studios works with big studios like the BBC, National Geographic and Netflix, and therefore have a large international client base making them highly popular and a good choice for productions with lots of money attached. This however means that the disadvantage of Epic Studios is high costs for their specialist services, so a smaller production might want to take on a cheaper production house to provide crew and equipment services to keep costs low, especially for an independent production.

Eye Film, Norwich - 

Eye film offers filming services to clients and can produce short adverts through to feature films. While having range they usually stick to documentary format and on occasion make animations too. On top of this they offer a secondary service of film training much like my own business, however they charge £600 upwards for short courses where my business would offer free training alongside partial employment akin to an apprenticeship.

Their client base consists of big names like the BBC and Channel 4, however have worked with the emergency services and various public service companies. Included in their track record are David Attenborough documentaries, however it is due to this that my business would have an advantage against such a largely commended company as they are primarily documentary filmmakers. Another advantage in my favour is the cost comparison for training.

Lambda Films, Norwich - 

Lambda Films offers film services starting at idea conceptualisation and ending at the final stages of editing and colour grading and as well as this offer services in the animation sector. They mostly work on corporate video and public service productions and have a few high quality 3D animation concept models for various products.

They've made videos for clients such as the UEA, The Garage and an advert for the video game Jurassic World Evolution on top of a whole host of others. An advantage for me is they don't seem to work in film production and rather stick to client video work and animation, however will be a big competitor if my business were to expand into video production.

customer profiles

Customer 1 - Little Tim

Age - early 20's

Location - Fleggburgh

occupation - small time film producer and writer

income - £5-10k

how they spend their weeknights - adjusting his newest script

how they spend their weekends - going out on the town

social media use - YouTube, instagram

where they shop - lidl

distinctive traits - hard worker with a real passion for his writing

Why they want the product/service - needs capable and budgetable staff to bring his film to life

Customer 2 - Harold

Age - 60's

Location - Suburban Norwich

occupation - senior financial advisor and CEO

income - £90k

how they spend their weeknights - looking over clients cases overtime

how they spend their weekends - spending the day in the garden and sitting down in front of the TV in the evening

social media use - Facebook, LinkedIn

where they shop - Asda, occasionally Marks & Sparks

distinctive traits - Quite traditional with a conserved economic viewpoint

Why they want the product/service - Needs a more creative PR advert to target younger demographics

Customer 3 - Sean

Age - late 20's

Location - Norwich

occupation - Indie production company CEO

income - £25k

how they spend their weeknights - working or playing video games

how they spend their weekends - Strong lover of basketball

social media use - Instagram, twitter, Facebook

where they shop - Tesco

distinctive traits - Can-do attitude with a large focus on the community

Why they want the product/service - Needs extra crew for a project and a potential partnership to help the betterment of the community

Customer 4 - Leslie

Age - 40's

Location - London

occupation - Producer

income - £300k

how they spend their weeknights - Finding new ideas to attach themselves onto

how they spend their weekends - socialising over brunch

social media use - Facebook, LinkedIn

where they shop - Waitrose

distinctive traits - Arrogant with an interest in original and unique concepts

Why they want the product/service - searching far and wide for the next big idea

Customer 5 - AckersMedia

Age - 19

Location - Great Yarmouth

occupation - Music Artist

income - £500>

how they spend their weeknights - producing beats

how they spend their weekends - clubbing

social media use - Youtube, snapchat, instagram

where they shop - sainsburys

distinctive traits - magic hands on the turntable, with enough traction could be huge

Why they want the product/service - They have no media skills and need a music video made to promote new music

Customer 6 - Jack

Age - 29

Location - Thetford

occupation - Indie filmmaker

income - £10k from an arts grant

how they spend their weeknights - playing football

how they spend their weekends - travelling

social media use - instagram, snapchat, twitter

where they shop - Aldi

distinctive traits - bubbly and overachieving

Why they want the product/service - they need sound equipment and crew to operate it

Customer 7 - William

Age - 40's

Location - Norwich

occupation - Teacher

income - £30k

how they spend their weeknights - marking homework

how they spend their weekends - watching movies

social media use - Facebook, twitter

where they shop - M&S

distinctive traits - Fun teacher who is highly praised for his unorthodox but effective teaching

Why they want the product/service - Wants a historical short film explaining British history made for his class

Customer 8 - Lillian

Age - 80's

Location - London

occupation - Renowned career woman and CEO of her own law firm

income - £500k

how they spend their weeknights - spending her time with family

how they spend their weekends - getting treatment at the hospital

social media use - Facebook, twitter, LinkedIn

where they shop - Waitrose

distinctive traits - resilient but slowing losing a battle with old age and 3rd stage lung cancer

Why they want the product/service - Wants a biopic based on her life produced as a way to inspire the women of the future

"Route-to-market" Strategy

 Strategy 1: Trade Shows and Exhibitions 

As my business is providing a service instead of a product, the best way to go out and network to potential clients or employees is a trade show. This allows for more personal connections to anyone I'm trying to sell the idea to and also gives way to discussion with any competition that may present itself. The main issue with this route is costs, as prices to pitch vary per show and if it's far away external costs like fuel and accommodation might have to be taken into consideration. It would be efficient at picking up interest from people looking for new talent as well as generating exposure in general as word of mouth travels far and wide.

How I would implement my business at a trade show would be by bringing along some of the employees to talk about their experiences, as well as presenting a couple of showreels to highlight the quality of content produced. This would hopefully establish an interest in not only the services which can be provided, but also raise awareness to the overall mission of my business.

Strategy 2: Selling online 

While not selling a product, my business would benefit from a website to put out information about what the company actually does, showcase work made by our talent and also provide blog-like updates on the progress of some of the trainees with input from them explaining what they do and how they're taught. This can also be a platform to open up applications or organise workshopping sessions to pull in more trainees and clients. On another side of the website will be a page for hiring out staff and potentially equipment, with a store that allows people to buy any in-house features that haven't already been distributed for free.

Branding

 Digital logo designs - 

This design I felt was simple and understandable, with easy colours to represent the coastal location which is a running theme in my branding, blue being the sea while the white represents the waves. The name 'Coastal Creatives' ties into this theme by including the word coastal, but is also clear in the business' purpose with creative. The slogan 'Making waves in the industry' is a play on this theme, with the text being warped around the wave to match up with it.

This design is a variant of my first idea, however removing the tile and instead leaving the waves on a blue background. Another addition is the slogan going all around the circle, which signifies a circular flow of motion representing how my business will operate by putting money into trainees who then earn back money for the business which will partly go towards helping the community.

This design is a banner variant of the first design, with the circular shape and waves still featuring prominently, however the business name and slogan appear alongside it on a separate banner. this design was made with social media banners in mind, being 500x1500 in size to match the format.

This design was created to be a more minimalist, blocky design. With the idea of having a sharper rectangular design to strike the viewer more, and having a simplistic title and slogan only design to make them be the focus of attention. The small waves underneath are to both underline the lettering, while also providing a small amount of smoothness to the mostly rough design.

This design was made to address the lacklustre of the 4th design by adding smoothness to the rectangular design while also doubling down on the coastal theming. This design is the only to include a beach, making it appear more coast-like, and has the addition of a boat to act as a symbol of the business, much like the Starbucks mermaid or the McDonalds 'M'. the thin waves add layering to the design to help fill out the large amounts of space.

Final Design - 

  

My final design incorporates the wave and circle design however omits the company title, instead opting for a letter 'C' shaped by the block capital slogan "Making waves in the industry." I feel this design portrays what I want to get across while also using the space without filling it out too much.

Asset Packs - 

This banner was created for Facebook, fitting the sizing rules of 820x360px. Facebook banners also have a 'safe zone' which lies in the middle and can be viewed on all platforms, whereas certain border elements are PC or mobile only. my graphics and details lie within this 640x312px.

This is sized to fit in any profile thumbnails, for twitter, Facebook, instagram, etc and can be sized accordingly due to its large size.

This is a twitter banner designed at 1500x500px to fit the mould and is a more simple version of the Facebook banner as the logo will be present next to it in the form of the thumbnail. this design in its raw form has many opportunities for reshaping itself to fit other moulds too.

Copland reshoot and evaluation

 

I thought that the shooting of the film and the overall editing process went quite well, with a couple different versions being picked apart until we found the one we wanted to finish with. I think the joint editing process went really well as we both focused on doing the parts of editing that the other might have been better at but we needed practice with so it created a nice level of challenge and skills development. One thing that could have gone better was the acting, especially mine, but as a first time actor in a spoken role it seemed like a good first attempt and I'm proud of what we ended up with. If I could do it again I would maybe try and get more involved in the camera side as its where my passions lie however only if it involves picking up new skills. This time around having the experience of getting to play a major acting role was an enjoyable but nerve racking experience and has helped me develop well.