-- UNIT 8 Responding to a Commision --

Go Create-

Brief-

Unit 8 Go Create Brief.pdf

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Pitch-

My Pitch

The idea that I am choosing for the commission is to make an online website, which helps inform young people of the opportunities for creative training and employment across the UK. The website will be aimed at students aged 16-18. The website will give all the information to motivate them to join the creative sector.

The website itself is the most engaging way to reach the commissions target audience. The audience are digital natives which means a website is not only most accessible to them but most appealing. Going forward the website will be distributed on social media and to schools, driving the information and organization directly to the intended audience. The website will be designed with the most fashionable aesthetic, including content that is on trend. A website is the unparallel option as it is the most effective way to navigate the commission while sticking to a low budget.

The content will focus on the audiences' top concerns which from research are; competition, lack of entry level requirements and lack of experience.

So why should use our production company for this commission?

My team should be chosen as it is the most proactive way and most appropriate for the boundaries of the commission. My team will be a key factor to help push the commission to its full potential and reach the finest outcome.

Proposal-

My website will have a layout that is able to be navigated easily by the audience. The website will include constantly updated information about what events are happening in the creative sector with added information about how to join the sector. The website will generate advice for students on how to join the sector easily and gain the experience and knowledge needed to do so. The website will also include a Q&A page where the students can ask questions and professionals and other students can answer each other questions. The website will need to be monitored daily to check for any difficulties it may face as well as there will be a contact page for anyone to reach out if there are any bugs with the website. The website will have several individual pages that focus career quizzes, work experience, entry level opportunities, competition, and collaboration in the creative sector. The production has a low budget and therefore the use of any copyright images or content will not happen. The quality of the website needs to be high therefore the design will include images that are very clear and not blurred.

Page 1: The opening page of the website will be the home page. This page will have a moving banner that displays a montage of images of people under 25 years old working or learning in the creative sector. This will be motivating to the audience as from the commission the target audience will be of a similar age to the people in the images. The images will be taken by our production team as this eliminates the concern of copyright issues. Anyone who is in the images and are under 18 years old will have a consent form filled out by a parent / guardian. Due to the young audience and therefore working with young people to gather images and content it will be imperative that we create a safe workspace where everyone feels comfortable. To further enforce this, it is extremely important for all the team working with us to be understanding and accepting of everyone is and each other’s pronouns, religious beliefs, sexuality, and gender identity. Not only is our main priority to fulfil the commission but it is to be done in a safe environment. The home page will also include a donate button located next to the ‘Go Create’ logo where students, parents, teachers, and anyone who chooses to can donate to ‘Go Create’ to support the work of the company to further educate students. At bottom of the home page will be a section with the companies contact details such as email, phone number and links to all the company’s social media pages. It is important to promote the social media pages as this is the easiest and most effective way to reach and contact the intended audience of digital natives. The home page will also include a page banner at the top where anyone can easily navigate through the website to view all the information we have to offer.

Page 2: The second page on the website will be a success story page that includes a short paragraph outlining a past students’ success of joining the creative sector through the help of ‘Go Create’. Underneath this short paragraph will be a short video where this student gives their best tips and tricks for joining the creative sector. This video will be embedded from YouTube where all other content can be posted. In addition, there will also be a second video of an interview between the student a ‘Go Create’ director. Videos are the most effect way to engage with our audience as they are digital natives and have short attention spans. Videos are much more appealing to the audience than lots of written text.

Page 3: The third page will be a page focus on the concerns of joining the creative sector. This page will offer information about why people have these concerns and there will be tips for both the students and their parent/ guardian to follow when the student is trying to enter the industry. The page will also include a FQA (frequently asked questions) section which will answer any questions people submit in the question box located at the bottom of the page.

Page 4: The fourth and final page will be a contact page where the company's social media links will be uploaded as well as a slide show of different images and videos of the company and the students who have joined the creative sector through ‘Go Create’.

As Go Create is an independent charity, the budget will be smaller however this is not to say the outcome will not be substantial. It is especially important to not go over budget for this commission as the company does not have the facilities for over expenditure. This circles back to why I have chosen to produce a website as it is free to make as well as easy to run. As the website will include video interviews and images across the pages one aspect of expenditure will be on filming and photography equipment. The expenditure on this does not need to be a lot as the videos will be simplistic and basic. For the student success stories we can as them to produce their videos in the form of a video diary as this will cut down the costs and time needed to collate an interview. Video diaries are an amazingly effective way to cut coast as it is user generated content and additionally video diaries are more desirable to our intended audience. following on from that out audience is not only students aged 16-25, but also their parent/ guardian. Therefore, the content needs to still have a level of professionalism and desirable to the parent/ guardian. To ensure this is fulfilled the content will be a mix of professional interviews and articles as well as more casual video diaries and other content such as top tips and tricks.

For any filming locations such as in a studio or in a school, a recce and a risk assessment will be completed to ensure that all the personnel are safe to film there. We will also create a contingency plan for all interviews and content. We will have back up interviewers and interviewees ready to step in if need. In the case of a mishap or if unseen conditions affect shoot days, we will also have a few other unreleased interviews and content kept off the websites that are ready to be released if necessary. Before any shoot days begin all the actor agreements, location release forms and booking forms will be completed and filed. This is especially important as we can be working with students under the age of 18 which means we need a parent/ guardians' signature. After all these forms are collated a production schedule will be structured and shared with all personnel, as well as scripts and any storyboards needed.

During the post-production process all music will be copyright free and all images will be taken by our team. This is to reduce copyright costs and the overall expenditure of the budget.

Rational-

PLATFORM OF PRODUCTION

I have chosen to use a website as the platform to promote Go Create as I believe this is the most effect way to spread information to the target audience while also being as cost effective as possible. The use of a website also makes the information easily accessible to the digital native audience. The website will also be easily distributed across the entire UK to reach an even larger audience.

TARGET AUDIENCE RESEARCH

My chosen audience is students aged 16-18. This is the age group that are starting to make choices for this future careers therefore it is important to get our information out to them before they have made decisions and assumptions about joining the creative sector. The information about Go Create will also be easy to distribute to this audience as it is all online and accessible to the student on their phones but also because the website can be distributed and used in schools to promote the creative sector.

PRIMARY RESEARCH

As part of my primary research, I created a Microsoft Forms questionnaire to gather information about students and joining the creative sector. From this questionnaire I was able to gather information about why/ why not students would join a creative industry and also how they would like to receive further information from Go Create.

SECONDARY RESEARCH

From my secondary research I have understood that the main concerns that are preventing people joining creative industries are that they do not have the previous work experience to get the job and that there is too much competition in the industries. According to studies between late 2022 and early 2021, 35% of people have concerns of not meeting the required work experience on job advertisements, 29% people have a concern of there being too much competition and 24% of people are concerned about the lack of entry-level opportunities.

Though this article does focus on the concerns of joining the creative industry it does provide tips of how to encourage people to join the industry which can be very helpful to target the audience.

Other research I have done includes looking at ‘The Creative Society’ website. This website clearly states the ethos and mission of the brand along with a lot of info about their brand and what they can provide for young people joining the creative industry. The website does also include reinforced links to donate to the company to help fund their work for young people.

PURPOSE OF THE COMMISSION-

‘Go Create’ want to commission people to make young people aware of the opportunities for creative training and employment across the UK. This can be achieved by sharing Go Create information through a media product such as a short video, website, or video game.

ETHOS AND REPUTATION OF THE CLIENT

‘Go Create’ is an independent charity that wants to help young people to join the creative industries and aid them in this process. People are hesitant to join the creative industries due to lack of information and so ‘Go Create’ want to share that information to the audience.

THEMES OR SUBJECTS THEY WISH TO EXPLORE

‘Go Create’ wants young people to join the creative industries as there is a lack of people joining the industry and the leading factor for this is the lack of information and experience.

THE MESSAGE THEY WANT TO COMMUNICATE

‘Go Create’ want to portray a message to young people to choose a career in the creative sector.

WHO OR WHAT THEY ARE TARGETING

‘Go Create’ targets young people who have considered or are considering a career in the creative sector but have been put off due to lack of information or experience.

COMPETITORS IN THE SAME INDUSTRY

A competitor could be ‘The Creative Society’ as their company mission and aim is very similar to ‘Go Create’ therefore this is something to consider and help make the promotive material even more unique.

GEOGRAPHICAL AND DEMOGRAPHICAL OPPORTUNITIES

The content will be shared across the entire UK to help reach a large audience and help the company to be diverse in their audience. The content can be aimed at a large audience as the company is trying to share information rather than services and opportunities.

RESTRICTIONS ON THE CLIENT

The content needs to be easily accessible to the audience while also being appealing. The audience are also digital natives which also means that their attention spans are shorter therefore the information needs to be short and concise.

IDEAS GENERATION – 3 IDEAS

Idea 1- ---(ADD MIND MAP HERE) ---

Idea 2- ---(ADD MIND MAP HERE) ---

Idea 3- ---(ADD MIND MAP HERE) ---

THE FINAL IDEA & EVALUATION

I believe IDEA 1 is the best idea as it will fulfil the commission’s wants to reach a young audience. This website would also be used in school during information sessions about future careers in the creative sector. This website will be a very effective way for Go Create to promote creative industry career choices for young people. As the organization is an independent charity the budget for this promotion will be limited there for a website is the most cost-effective solution as they are free to make and are not needed to be constantly run or monitored by someone.

Treatment-

---(ADD WEBSITE DESIGNS HERE)---

Page 1-

Home Page-

The website will use a format style than can be provided by platforms such as Wix.com. This will help the website to look professional while confiding to the lower budget available. The pages will also follow the ‘F’ shape layout. Research was carried about how people obtain information in a website, and it was discovered that people read information the shape of an ‘F’. Therefore, this is. Akey feature that will be added the website design and layout.

I decided to create a bold header for the website as this would promote the brands' identity very well. This header will be included on all pages to emphasise the brand identity and as it is the navigation bar for the entire website. The header includes a Donate button which is also placed at the bottom of the home page to further reinforce the button. This will increase the number of donations as it is repeated. The donate button is bold red background with the word ‘DONATE’ in all capitals in a bold black font to catch the eye of the audience. The home page is the first page the audience will see and therefore the most essential information needs to be displayed here. As the audience is both students under 25 and their parent/guardian it is important to make the web design fun and aesthetically pleasing while also having a level of professionalism to engage the older audience. The homepage includes images of past students who are involved in the creative sector as this will be inspirational to the audience. The first section of the page will have a montage of these images scrolling across automatically, as well as navigation arrows to scroll back to certain images. This will be the same for the section about creative events. All the creative events will be based across the UK as this is the intended audience of the website and company. Under the Main under will be a navigation bar that allows the audience to easily navigate through the website to see all the information and content the website can offer. The website will include three main borders around the sides and bottom of each page as this keeps the audience's attention on the main information located in the centre of the page. In the top left corner is the links to the company's social media pages. As the audience are digital natives it is important to engage with them through social media. The company will promote their content using platforms such as Instagram, Facebook, Twitter, TikTok and YouTube as these are the most used and popular platforms amongst the audience. Even though Facebook is not extremely popular amongst the audience's younger demographic, using this platform will help to promote Go Cerate's work to the parent/guardian of a student. Lastly at the bottom of the page is a section that explains how people donations will aid the company and the brand ethos/ moto. This is so that people who are part of the company or donate toward the charity know what their time and or money is going towards.

Page 2-

Go Create Stories-

The second page of the website will be a page devoted to the success stories of past Go Create students. This page will promote and emphasise positive and inclusive representations of gender identity, age, ethnic backgrounds and social class. This page will also be the most interactive page of out of the four available pages. The entire website will be what is called a lean-forward platform. This means that it is a platform which users can engage with in an active or interactive way. In other words, the website won't move or change unless the audience click the links and buttons.

The page will have a repeat of the brand identity banner, including the navigation bar, donate button, links to social media and the brand logo in the top left corner (parallel to the donate button). This page will include a variety of articles and videos that tell the stories of past students and their success of joining the creative sector. The layout of this page won't be extremely uniform where everything is in parallel lines, the content will be placed together in different sized and levels that fit together like a jigsaw puzzle (which is available on Wix.com). This is to take away the formality of the content and make the page more interesting and appealing to the audience. The content (videos and written articles) will be short, concise, and informative. This content needs to be informative yet short as the audience of digital natives do not have a large attention span so all the information to be portrayed must be given to them within a few moments of watching or reading. The use of embedded videos will also be appealing to the audience as people are more likely to watch something than read and article. The content on this page will also be uploaded to the Go Create social media pages. TikTok and Instagram Reels will be the most effective and easiest way to promote the short form content videos. The page will have a repeat of the side and bottom boarders to again focus the attention on the information in the centre. The different articles will have a cover image of the student and an opening line to grab the audience's attention and make them click to read the article. It is important to keep all demographics of the audience engaged and therefore the page will also include content that talks to past student’s parent/guardian and the leader of Go Create rather than just past students. The parent/ guardians of the audience will be more intrigued and engaged by these types of videos when they are navigating the website. The video content on this page can also include polls for the audience to do so that they are more engaged in the content.

Page3-

FAQs and Contact Pages-

The final two pages of the website will be a page for the audiences FAQs and concerns and then another page devoted to all the details to contact the charity for further information.

The FAQs page will have two main sections and a third subsection. The first section will be a list of frequently asked questions with the answers provided by the Go Create team in a drop-down menu. These questions will be refreshed or have the answer updated as the company continues to gather more information and professional advice. The second section (located to the right of the FAQs section) will be a ‘Your Concerns’ section. This section will highlight any concerns students may have and will provide positive statistics to inspire the students to join the creative sector. The last section of this page will be a box at the bottom centre of their page that allows for the audience to submit any other unanswered questions or concerns they have. Any questions submitted will be given an answer straight away it is a question that is previously asked however if it is a question that has not been asked before then the person will be redirected to an answer that is to a similar question as well as their question being sent to the Go Create team to be analysed and answered.

The last page of the website will be a contact page. This page will have embedded links to all the charities social media pages such as Instagram, TikTok, Twitter, Facebook, and YouTube. These pages will also be embedded to view straight from the website so that people who may not have social media can still view the content. Underneath these embedded content pages will be a text box that displays the companies enquires email, information centre mobile number and an address to send any handwritten documents. Social media will be used as key promotional platforms as theory are free to use and run.

Both these pages will follow the same layout of the previous pages with the repeated brand identity banner, navigation bar, donate button and three boarders around the edge to maintain the strong brand identity throughout. The repetition of images and the banner will also help reduce the amount of contented needed to be produced to further lower the expenditure of the budget.