For my final production I ended up creating two promotional videos for Puppy School Atherstone, one of these videos ended up staying as the original idea of being a review based video, this is because it meant that the audience watching were able to see what previous attendees thought of the course that was on offer and allowed them to get a feel for what classes were like. By doing this also allowed for the promotional videos to portray Puppy School Atherstone in a positive way that encourages audiences to want to attend the safe environment. The second promotional video that was produced originally started as a ‘semi-instructional’ promotional video but ended up being a ‘What’s on offer’ promotional video which allows the audience to see exactly the things their puppy will learn while at Puppy School Atherstone. This promotional video was produced in the end as the client felt that it worked better at explaining to the audience exactly what it is that they offer and allows the audience to make a better judgement on whether they would like to take their puppy to Puppy School Atherstone.
Evaluation Review Based Promotional Video.
For this Promotional video I decided to create a video that would make the audience aware of what previous attendees though of the course and how it worked well for their own puppy. In order to get the reviews that were used in the video I managed to get in touch with those who had previously attended and also found some reviews left on Puppy School Atherstone’s Facebook page which allows me to get both primary and secondary research into people opinions on Puppy School Atherstone. I feel that using reviews in the video allows for Puppy School Atherstone to be promoted in a positive way encouraging people to want to use their services.
At the very start of the video I decided to have the logo for Puppy School to fade onto the off of the screen, I feel that this is effective as it allows the audience to know what the video is for as well as establishing the brand the video is promoting. By doing this I was also able to establish the brand identity as this logo is easily recognisable and is used when Puppy School is being promoted and on their products e.g. puppy school manual.
As well as having the Puppy School logo at the start of the video I also decided to introduce all of the puppies involved at the start in order to grab the audience’s attention by appealing to their emotions by seeing cute puppies. By doing this it means that the audience will want to keep watching the promotional video as it means that they will want to see more of the puppies that were introduced. When originally creating the video I only introduced the puppies by showing them in shot but ended up including their names which faded on and off screen. This ended up being done as the client felt that it would be nicer for the owners of the puppies to see them being properly introduced but it also allows for the audience to feel more personally connected to the puppies being introduced to them.
As soon as all the puppies were introduced I started adding quotations of what previous attendees had to say about Puppy School Atherstone. In the final version some of these quotations were made shorter in order for them to make more sense to the audience reading and to help promote Puppy School in a more positive way. I also had to edit some of these quotations to remove any typos / errors so that the promotional video looked more professional. A positive about the reviews used was that some of them were able to match up to what the puppy could be seen doing on the screen an example of this is when one review says ‘The recall work was great…’ as a puppy demonstrates recall practice on the screen which allows the audience to see exactly what the review is specifically referring to.
A final positive of the review based promotional video for Puppy School was having a mid-shot of a previous puppy attendee wearing the rosette that is given on the last class. This is a positive as it reminds the audience who the promotional video is for as well as reinforcing the brand identity. This is also a positive as a rosette has connotations of success or being good at something and suggests that if the audience takes their puppy to Puppy school then their puppy will too be a good well-behaved puppy that succeeded Puppy School.
Overall I feel that the review based promotional video if effective as it represents Puppy School Atherstone in a positive, happy and friendly environment which is also further reinforced through the mise-en-scene and soundtrack. This is because all of the lighting in the mise-en-scene was in ambient / high key lighting which often has connotations of positivity as well as having an upbeat soundtrack to connote happiness surrounding Puppy School Atherstone.
Evaluation ‘What’s on offer’ Promotional Video.
For this promotional video it originally started off as a ‘semi-instructional’ video by showing the audience half of what Puppy School teaches in order to get the puppy to sit etc. but due to the video not fully explaining it the client felt it may be slightly confusing to the audience and turned it into a ‘What’s on offer’ promotional video by showing to the audience what they can expect from Puppy School classes. By changing the video concept it meant that the promotional video ended up being more effective so that the audience can see what techniques the puppies in the different clips are demonstrating making the video clearer to understand.
Similarly to the Review based video the start to the video has the Puppy School logo that fade on and off the screen in order to immediately establish the brands identity and to allow the audience to see what exactly the video is promoting however in this video the first puppy Elsie is frozen at the starts as she fits almost perfectly into the Puppy School logo and begins to move as the logo fades away. By having Elise frozen in the logo means that the mise-en-scene if more visually pleasing as was agreed upon by the client.
In this ‘What’s on offer” promotional video it also starts similarly to the review-based video as it starts by introducing each puppy involved as well as stating their names in order to allow the audience to feel more personally connected to the puppies meaning that they will want to see more.
A positive to the promotional video is that it is able to constantly anchor the audience’s attention, and example if this is after the video says, ‘Puppies learning to sit…’ followed by clips of puppies sitting it then says, ‘Plus so much more..” which may act as an enigma encouraging the audience to keep watching to find out what else is on offer as the enigma is answered almost immediately. By constantly anchoring the audiences attention like this means that the audience gets to learn more about what Puppy School offers as well as to help decide if what they offer is suitable to their own puppy.
The promotional video is also effective as when each activity / technique that gets taught at puppy school is stated on screen a clip is shown of a puppy demonstrating that exact activity / technique. This if effective as it allows the audience to understand deeper what Puppy School offers as they may not understand fully what ‘Happy to be handled’ or ‘Settle’ really means.
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