Client:
SOŠE v Matejovce
The secondary vocational school in Matejovce with an electrical engineering focus is a school with a long tradition, which was established at the end of the 19th century. Currently, it educates students in the following fields of study: mechatronics, heavy current, light current, information technology and CNC programming.
Assignment:
The client needed to increase students’ interest in studying at school. He had no idea how to achieve this.
Market analysis and video? 100x yes!
1. Target group analysis
The target group is very abstract for many clients and is determined more by experience or type of product. In this case, it is girls and (especially) boys finishing primary school, which puts us in the age category from 14 to 15 years. We are clear about the behavioral patterns of our target group in adolescence and where they are most often found in their free time – on social networks.
However, here is a pertinent question: Do teenagers search for their future high schools on social networks?
We argue that this not only definitely does not belong in the center of attention, but also in the top 50 most interesting things for this target group.
That is why it is important to find a way to bring high school into this largest territory of young people’s encounters. Moving to the second step, it is necessary to resolve the issue of what will be delivered to teenagers on the school website and on social networks.
2. Choosing a creative type
We have emphasized this many times on social networks, so in order not to preach water and drink wine, we followed our own recommendations when choosing a tool to create a recruitment campaign.
You may already know, or you just think, we chose VIDEO.
The choice of this tool was made for several logical reasons:
From a marketing perspective perspective:
- Video rules marketing for the second year running – it is a popular format for viewers
- It has increased success in search results
- Video drives increased traffic to channels
From a strategic perspective:
- Video can communicate a message more effectively, engagingly and, most importantly, with emotion
- It is a great choice for a long-term presentation on multiple channels
- It is a more prominent and successful choice for a campaign on social networks, where our target group is most often found
In addition to the aforementioned advantages, video was also a clear choice from reason for communicating the story. In order to be able to engage the target audience, which is based on image, it was necessary to create cool content with an even cooler story.
3. Solution proposal
At this point we already know for whom, where is defined, but we haven’t yet got to thehow.
Even before the script is created, it is necessary to create an initial idea for the content of the video. The very first idea, and one approved by the client, was to create 6 videos, 5 for each department individually and 1 for the school presentation itself. The union videos were supposed to contain real stories of graduates presented in the most entertaining, but also the most realistic way possible.
4. Creating a script
To make the filming day go as smoothly as possible and without any major surprises, it is necessary to create 2 scripts.
Technical script
The technical script goes into details such as: lighting, sound, camera preparation, object placement, setting up the set, scene preparation, etc.
Story script
The story script needs to be prepared before the actors are selected, so that it is clear what emotion and character we want to put into the story. Writing a storyboard is the most creative and at the same time the most fun part of making a video.
5. Casting and psychological typology
Despite the fact that we decided to use real stories, we needed to convince the client to invest in quality. This created space for amateur actors, with whom the outputs are of higher quality and cooperation is faster, more efficient and easier.
Casting the actors who played the graduates was one of the more important steps in the filming. The actors had to express character traits that potential applicants for study in individual fields could probably identify with. Introvert, extrovert, easy-going, bossy, and a gambler – these were the basic psychological frameworks that we needed to place the actors in.
6. Selection (of the environment) and preparation
Since the view of school premises is often unpleasant for students, several workshops or workplaces were selected around Košice, which were intended to represent the workplaces of graduates who are currently working in their field of study as authentically as possible.
Potenciálnym študentom tak za pomoci hercov ukazujeme, akú budúcnosť im môžu priniesť 4 roky strávené na SOŠE Matejovce.
Recommendation:
Preparation is the most important factor of a shoot. Preparatory work includes who will wear what, where they will sit, how the space will be tidy, and similar seemingly trivial details. Sloppy preparation can mean ruined shots, for example, with dirty surfaces that you didn’t notice before, but now create almost unusable and uneditable footage.
7. Production and Post-Production
The most important challenge in post-production was the right choice of music and dynamic animated elements and cuts. It had to be close to the target audience and use expressive means to speak their language.
Problems? Sure, there will always be
Many shoots are accompanied by larger and smaller surprise moments. Not much happened with SOŠA, we were exceptionally well prepared. Nevertheless, while filming an exterior scene with an off-road car and a drone the carfell into deep mud in the terrain, from which we had to dig ourselves out for some time. And you don’t have much of it when filming. 🙂
As Tomas says:
“When filming, something unpredictable always happens, even if you have 20 technical scenarios… That’s why only those people who are ready to be brave enough and creatively find their way in a given time and moment with perspective and stoic calm can film with satisfaction.”
Do you have a project that would be best told through video? Let us know and we’ll make it worth it.
