Unit 2 planning and pitching

L.O:L.O: To understand how toTo understand how to
develop ideasdevelop ideas
Unit 2: Planning and Pitching

Starter:Starter:
Scenario (The setting and rational of the assignment)
You have started work for digital media company. Your boss wants
you to come up with an idea for a new online magazine fashion
feature for teens.
1) You have one minute to come up with an idea
(independently).
2) Each of you will have one minute to address the class,
during which time you must explain your product and
persuade the class that it is a great idea.
If you hesitate, repeat yourself and deviate from the topic
you will be stopped.

What has this starter taught you about?
1) developing an idea
and
2) pitching your idea?

If you fail to plan, plan to fail!If you fail to plan, plan to fail!

Effective Planning:Effective Planning:
Effective planning is a skill we will use and develop throughout the course.
So how do we effectively plan? Well, let’s start with the brief…

Assignment Brief:Assignment Brief:
• What is the
purpose of a
brief?
• What sort of
information
should a good
brief give you?

A client brief should provide you with information about the target audience, the purpose for
making the product, and the platform that it will appear on.

Once you’ve been given a brief, you
should start planning how to tackle it.
It starts with communicating ideas…
• Verbally– take part in discussions, meetings,
thought showers, interviews, focus groups.
• Written – create plot outlines, synopsis,
proposals, summaries of ideas, outlines,
annotations.
• Visually – create mood-boards, mind maps,
storyboards, sketches, presentations.

It is important that you learn to develop
your idea. You might really like your initial
idea, and want to run with it, but
developing ideas is the ‘nuts and bolts’
behind producing a good product.

When developing ideas…When developing ideas…
• Come up with more than one idea, so
that you can whittle down your options.
• You should always be able to track and
explain discounted ideas, with valid
reasons; keep notes of any and all ideas,
even if they seem silly at first!
• Be open to revising your initial idea
• Be able to explain your final selected idea

Working through ideas:Working through ideas:
• In pairs you should now have a total of 8
ideas.
• Discuss your ideas and pick out 4 that you
think are the best.
• For each one you have disregarded write the
reason why you have chosen to no longer
use those ideas. Be critical. There must be a
reason why you decided not to go a head
with it? Could you see potential problems
later on down the road when creating it?

Working through ideas:Working through ideas:
• For the top four ideas you are going to create a
pro and con list of why it would be a good and
wouldn’t make a good advert.
• Once this is complete pick the top 2 best ideas.
• You need to now join with another pair and pitch
your two ideas to them. Get their response to
the ideas.

Writing a Report:Writing a Report:
• You need to be able to record and show
evidence for each stage of your idea
developing.
• Write a report explaining everything you
did/thought/said in order to reach your
FINAL IDEA.

Writing a report.Writing a report.
Introduction:
Explain what your brief was asking you to do.
Final Idea:
What changes did you make?
Why did you do this?
How does it match the brief:
How have you ensured this is reaching the right target audience?
What sector is your advert for?
How is the purpose of the advert?
Where will people be able to see it? Platform?
Issues:
How have you considered costing?
How long do you plan to spend on filming?
List the resources you will need – camera/props/tripod etc
What about location – what happens if it rains when you want to film?
How have you ensured no one will be offended? Think about different ethnicities in your
idea?
How have you ensured no one will get hurt/upset (parents and children) by your advert?
How does your idea match the regulations of the ASA?

Starter:Starter:
You have started work for digital media company. Your boss
wants you to come up with an idea for a new online magazine
fashion feature for teens.
You work for a company that produces mobile apps. Your boss
wants you to create a new game that would be appealing to both
men and women of all ages.
Who – is the target
audience? Audience
demographics?
Why – produce the
product? To inform,
educate, entertain,
provide a service?
What – will the
product be/do/show?
Where – will it be
seen? What platform
will it be available
on?

Gathering Ideas:Gathering Ideas:
You have started work for media company. Your boss wants you
to come up with an idea for a new shampoo TV advert aimed at 30
year old men.
Task 1:
In 3s create a mind-map each to show your idea for this brief. Remember
to include:
• Who (audience demographics - age/sex/location/race/religion/socio-economic group)
• Why
• What
• Where

year old men.
Task 2:
Write a brief synopsis of what is going to happen in your
advert.
Summary

year old men.
Task 3:
For your 3 ideas work
together to create a SWOT
analysis.

year old men.
Task 4:
Out of your three ideas pick the best idea – explain why that is the best
ideas.
For the 2 ideas you disregarded explain why you got rid of them
(Get one of your group to write out minutes of everything this is said
during your discussions.)
MINUTES –
notes/script kept of
everything discussed
in a meeting.

year old men.
Task 5:
Create a storyboard for your final idea. Think about what is going to be
shown in each scene.
This includes camera shots/mise-en-scene/lighting/sound

year old men.
Task 6:
Pitch your idea and your three storyboards to another group – think
about specific questions you want to ask them about your idea.
Write down their feedback. Make sure you are specific.

year old men.
Task 7:
Go back to your final idea – you must show you have taken the feedback
on board and have ADAPTED your final idea. This might be a lot or it may
only be a few alterations but changes MUST be made.

year old men.
Task 8:
Write a report about your final idea.
• What process did you go through to reach that idea?
• How does your final idea meet the requirements of the brief?

Wordpress Portfolio:Wordpress Portfolio:
• For your coursework you will need to create a Blog in
order to keep all your evidence for the examiner.
• This is a live Blog that records the dates of when
things are uploaded so the examiner can see exactly
when you completed tasks.
• REMEMBER IT IS QUALITY AND QUANTITY!

• www.wordpress.com
• Register
• Username is the beginning of your school email address
i.e – 11MNicoll11MNicoll
• Blog address =
BTEC Creative Digital Media Production PlanningBTEC Creative Digital Media Production Planning
• You are creating a FREE blog.

Scenario (The setting and rational of the
assignment)
You have started work for digital media
company. Your boss wants you to come up
with an idea for a new online magazine
fashion feature for teens.
What:
•What sector does
this belong to?
•Can you find
other examples
(secondary
research) of online
magazines at the
moment?
Where:
•What platforms is this available on? (Are you going to have a Facebook page/Twitter page
to go with it?
•What devices will it be available on?
Why:
•Why is this being
made? What is the
purpose? To
inform? Educate?
Entertain?
Persuade?
•How are you
going to make
sure it does these
things?
Who:
•Think of audience demographics:
•Sex/Age/Location/Religion/Socio-economic group.

Audiences:Audiences: Create a number
of different
audience
profiles.
An 18 year old
will have
different
interests than a
15 year old.

Scenario (The setting and rational of the
assignment)
You have started work for digital media
company. Your boss wants you to come up
with an idea for a new anti-smoking advert
aimed at 20-30year olds.
What:
•What sector does
this belong to?
•Can you find
other examples
(secondary
research) of anti-
smoking adverts at
the moment?
Where:
•What platforms is this available on? (Are you going to have a Facebook page/Twitter page
to go with it?
•What devices will it be available on?
Why:
•Why is this being
made? What is the
purpose? To
inform? Educate?
Entertain?
Persuade?
•How do anti-
smoking adverts
do this at the
moment?
Who:
•Think of audience demographics:
•Sex/Age/Location/Religion/Socio-economic group.
•Create a couple of audience profiles.

Communicating Ideas:Communicating Ideas:
• verbal (discussions, meetings, thought shower, blue sky
thinking, interviews, focus groups)
• written (plot outline, brief synopsis, informal proposal, summary of
ideas, annotations, SWOT analysis)
• visual (mood-boards, mind maps, storyboards, sketching, audio-visual
presentation).

Selecting Ideas:Selecting Ideas:
• discounted ideas with reasons why not selected
• revisions and decisions made to ideas in the
formulation process

When developing an idea for a product, consideration should be
given to the following planning issues:
● logistics:
o achievable aims (Could you realistically create this idea here in Slough?)
o location considerations (Travel expenses? Carrying equipment)
o timeframe considerations(Natural light? Filming Deadlines? Travel?)
o level of organisation required (shooting schedule/casting)
● resources:
o availability of equipment/space
o expertise within the production team
o personnel required.
Planning Issues:Planning Issues:

Homework:Homework:
• You are to conduct secondary research into OFCOM
(Office of Communications) and the ASA (Advertising
Standards Agency).
• Google these regulatory bodies.
• Look into their standards and rules around advertising.
• You should compile evidence of your research, creating a
list of criteria that you will have to keep in mind to
ensure your advert won’t be breaking any rules or
regulations.

Selecting Ideas:Selecting Ideas:
• final selected idea (reasons for selection, complete
structure, relation to the brief, consideration of
planning issues).

● Cost:
o Extra props/ studio space/ costumes/ telephone calls/
travel expenses
● Moral and Ethical Issues:
o Libel
o Copy Right
o Offensive
o Dangerous
o ASA regulations
Planning Issues:Planning Issues:

Coursework:Coursework:
DEADLINE:
Friday 27th
February

L.O:L.O: To understand theTo understand the
purpose of a pitchpurpose of a pitch
Unit 2: Planning and Pitching

Why is your advert the best?
•You have 1 minute to try and pitch your
idea to the class without
hesitation/repeating/saying ‘Umm’.
‘‘Just A Minute’:Just A Minute’:

Pitching Ideas:Pitching Ideas:
What makes a
‘pitch’ successful?
Communicating ideas
clearly
Using persuasive
devices
Confidence
Appropriate
vocabulary for your
audience
The right style
(humorous/informative
/motivational
Tone of voice
http://www.bbc.co.uk/iplayer/episode/b0547t7v/dragons-den-series-12-episode-11

• We are going to watch an episode of Dragon’s
Den.
• You are going to watch how 6 different people
pitch their ideas – you are going to make notes
as you are watching and give them a mark out
of 10 for each section.
• They will then get an over all mark out of 40.
Dragon’s Den:Dragon’s Den:

The Best Pitch:The Best Pitch:
What was the best Dragon’s
Den Idea? Put it in the
middle of your page.
TASK:
Annotate the idea with all of the
things you believe made it more
successful than the others.

• How are you going to make your advert a
successful pitch?
• List all the things you need to include to
ensure this happens. (Be specific to your
advert – what problems might you have to
deal with?).
My Idea:My Idea:

Starter:Starter:
Why are the following parts of a presentation important?
1.Understanding your audience.
i.e: Understanding your audience is important because…
2. Preparing your content.
3. Delivering confidently.
4. Controlling the environment.

• To inform the Dragon’s about your advert.
• To educate them on the reasons behind the
advert.
• To persuade them to give you money to create
your advert.
Purpose of a Pitch:Purpose of a Pitch:

• Why did you come up with this idea?
• Why is this idea better than adverts already made?
• How long is this going to take to make?
• What happens if it takes longer? I don’t want to give you any
more money so how will you raise it?
• What happens if your main actors pull out?
• What will you be spending the money on?
• Where will you broadcast the advert?
• How will you know it will reach the relevant target audience?
• How have you ensured this advert won’t offend people?
• What are the ASA guidelines? How does your advert match
those?
• How can you ensure me no copyright issues will occur? How do I
know that all your work is your own?
Questions:Questions:

• To communicate concepts and ideas to an
audience in a clear and concise form.
• A pitch should persuade the audience to
approve the concept or idea.
• A range of communication skills are
required when pitching ideas.
The Purpose of the Pitch:The Purpose of the Pitch:

• Verbal = live presentation
• Written = formal proposals/letters,
treatments/synopsis
Formats for Pitching:Formats for Pitching:

What are effective writtenWhat are effective written
communication techniques?communication techniques?

• Using ambitious vocabulary
• Using the correct structure
• Correct grammar
• Correct spelling
• Correct punctuation
• Clarity of expression
• Using persuasive techniques
• Correct mode of address
• Appropriate style
Written Communication:Written Communication:

Task 3.3 (What you need to do)
You should use Word to write a formal proposal to the company with a
written proposal for your new advert idea.
Your letter should include the following information:
• The name and purpose of your product
•Who your target audience is
•How you plan to appeal to them (by using camera shots, font, etc.)
•Content you plan to include
•Where you plan to make your product available
•How you plan to produce your product
•Any costs and legal/moral issues associated with your product
•A summary of why you think your product will be a success
Successful proposals will be well written and informative.Successful proposals will be well written and informative.
Persuasive Techniques:
A FOREST:
A – Alliteration
F – Facts
O – Opinions
R – Rhetorical questions
E – Exaggeration
S – Statistics
T – Triplets rule of three)
Persuasive Techniques:
A FOREST:
A – Alliteration
F – Facts
O – Opinions
R – Rhetorical questions
E – Exaggeration
S – Statistics
T – Triplets rule of three)

treatments/synopsis
ALL – will have completed theirALL – will have completed their
written proposalswritten proposals
MOST – Will have completedMOST – Will have completed
their PowerPoint/presentationstheir PowerPoint/presentations
SOME – will be preparingSOME – will be preparing
questions for their practise run.questions for their practise run.
written proposalswritten proposals
MOST – Will have completedMOST – Will have completed
their PowerPoint/presentationstheir PowerPoint/presentations
SOME – will be preparingSOME – will be preparing
questions for their practise run.questions for their practise run.

Consider your partners written response.
Have they:
•Used ambitious vocabulary
•Used the correct structure
•Checked their grammar
•Checked their spelling
•Checked their punctuation
•Expressed themselves clearly
•Used persuasive techniques
•Used the correct mode of address
•Used an appropriate style
D.I.R.T:D.I.R.T:
WWW:
EBI:
DIRT TASK:
WWW:
EBI:
DIRT TASK:

treatments/synopsis
PowerPoint/presentations andPowerPoint/presentations and
their written proposals.their written proposals.
MOST – Most will be practisingMOST – Most will be practising
in their pitches.in their pitches.
SOME – will be proof-readingSOME – will be proof-reading
and checking work.and checking work.
PowerPoint/presentations andPowerPoint/presentations and
their written proposals.their written proposals.
MOST – Most will be practisingMOST – Most will be practising
in their pitches.in their pitches.
SOME – will be proof-readingSOME – will be proof-reading
and checking work.and checking work.
AFTER SCHOOL:AFTER SCHOOL:
Catch-up andCatch-up and
preparationspreparations
after school.after school.

L.O:L.O: To understand theTo understand the
requirements needed inrequirements needed in
PlanningPlanningUnit 2: Planning and Pitching

• Congratulations, New Media have been persuaded by your
pitch for the new anti-bullying advert and wish to take your
idea into production.
• You must prepare for its production by producing a planning
portfolio to record and organise all the necessary planning
requirements for production.
Creating a Planning Portfolio:Creating a Planning Portfolio:

The client will expect that your planning portfolio will be well organised and
should contain:
•Treatment
•detailed storyboards
•shot lists
•lighting text shots
•props/costume lists
•location recces
•shooting schedules
•script drafting
•permissions for filming
•personnel required
•equipment booking
•health and safety risk assessments.
•chronology/dates (production schedules)
Creating a Planning Portfolio:Creating a Planning Portfolio: DEADLINE:
17th
June

For 2C.D4: the planning portfolio will provide exhaustive and detailed
evidence of planning for the digital media product. The learner will have
provided all the necessary and appropriate planning documentation with a
high level of detail, for example for digital moving image production,
storyboards, shot lists, prop/costume/make-up list, location
visits/photographs, shooting schedules, script drafting, permissions for
filming, personnel required, equipment booking, health and safety (risk
assessment), contingency plan. These would all be labelled, annotated and
completed in detail. The contents of the planning portfolio will be organised
systematically and in a form which could be navigated by others easily (clear
chronology, a filing system of some kind (for example headings/colour
coding), detailed annotations and hyperlinks where appropriate to access
linked information).
http://a2medialouise.wordpress.com/
DEADLINE:
17th
June

should contain:
•Treatment
•shot lists
•location recces
•script drafting
A written step by step
account of what is going to
happen in your advert.
A written step by step
account of what is going to
happen in your advert.
Shot
1
The girl walks up to the camera and a close up
is used of her face. This is to show the
audience her facial expressions really clearly
as we want to show that she has been crying.
Shot
2
Shot
3
Shot
4
DEADLINE:
17th
June

should contain:
•Treatment
•shot lists
•location recces
•script drafting
These two need to be
completed by this Friday.
These two need to be
completed by this Friday.
DEADLINE:
17th
June

should contain:
•Treatment
•shot lists
•lighting test shots
•location recces
•script drafting
This is a list of shots you are
going to use throughout your
advert.
advert.
DEADLINE:
17th
June
A list of props and costumes
you are planning on using –
and a description next to each
one about why you want
them.
them.
REMEMBER:
Everything
needs to be
labelled and
ordered.

should contain:
•Treatment
•shot lists
•location recces
•script drafting
advert.
advert.
DEADLINE:
17th
June
them.
them.
REMEMBER:
Everything
needs to be
labelled and
ordered.
HOMEWORK:
To complete
everything in red
over half term.

should contain:
•Treatment
•shot lists
•location recces
•script drafting
17th
June
You need to write a ‘formal’ letter to Mr
Nicholas to get permission to film in his school.
You will need to explain what your advert it,
where you want to film, why his school is the
best place to film and how long it is going to
take. You want him to agree so you need to use
your persuasive skills. You need to write at
least a page.
You need to write a ‘formal’ letter to Mr
Nicholas to get permission to film in his school.
You will need to explain what your advert it,
where you want to film, why his school is the
best place to film and how long it is going to
take. You want him to agree so you need to use
your persuasive skills. You need to write at
least a page.
REMEMBER:
Everything
needs to be
labelled and
ordered.
HOMEWORK:
To complete
everything in red
over half term.

should contain:
•Treatment
•shot lists
•location recces
•script drafting
NEXT
WEDNESDAY
(17th
)
This is a list of the people you will need in total
for your filming:
•Actors?
•Directors?
•Camera Crew?
•Sound Crew?
This is a list of the people you will need in total
for your filming:
•Actors?
•Directors?
•Camera Crew?
•Sound Crew?
REMEMBER:
Everything
needs to be
labelled and
ordered.
HOMEWORK:
To complete
everything in
red.

should contain:
•Treatment
•shot lists
•location recces
•script drafting
NEXT
WEDNESDAY
(17th
)
REMEMBER:
Everything
needs to be
labelled and
ordered.
HOMEWORK:
To complete
everything in
red.

Unit 2 planning and pitching

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Unit 2 planning and pitching