1. Unit 28 Corporate and Promotional Programme Production
This unit aims to provide you with the understanding, knowledge and skills required to plan and produce corporate and promotional programmes

2. Unit 28 Task 1 Aims Explain Identify Analyse
Analyse the function and purpose of corporate and promotional videos 
Identify
Identify codes and conventions of corporate and promotional videos
Explain
Explain what corporate and promotional programming is 
Unit 28 Task 1 Aims 

3. What is a corporate video?
A video commissioned by a corporation to communicate a specific message to internal or external stakeholders
Rather than broadcast generally to the public, the corporate video is screened at a specific event or sent to stakeholders 
Corporate videos always have a specific function/purpose and targeted audience 
What is a corporate video? 

4. What do you think the function and/or purpose of this video is
What do you think the function and/or purpose of this video is? Who do you think the target audience might be? 

5. Defining the Programme Purpose
Knowing the purpose of a video programme is important when making decisions about appropriate style. Generally programmes are produced to either entertain or to inform
This is not to say that informational programming cannot be entertaining or that an entertainment programme cannot contain information. For any programme to be effective, it should contain elements that both entertain and inform. 
The most frequent purpose of a video is to provide information. That information can be used to solve a variety of communication needs that the organisation might have, either internal (employee needs) or external (customer needs) 
Defining the Programme Purpose

6. Codes and Conventions of Corporate Videos
The codes and conventions adopted will always be dependent on the function of the video, and of course, the audience it is being made for 
Ultimately, however, the codes of cinematography, editing, mise-en-scene etc.  adopted by the filmmaker must reflect the brand identity of the corporation it is being made for 
Codes and Conventions of Corporate Videos

7. Typical Conventions of Corporate Video
Use of graphics to impart information 
Animated graphics to create/reinforce brand identity 
Music and graphics to segment information 
Presenter 'testimonial' - the use of a presenter to impart infromation 
The choice of presenter(s) will both reflect the brand identity and appeal to the audience 
Interviews with key stakeholders 
Scenarios – the use of narratives or reconstructions to 'tell a story' which communicates the video's message 
Music track to create atmosphere 
Professionalism 

8. Functions/Purpose of Corporate Video:
Product launch/marketing - the external selling of product, service or brand (operates like advertising) 
Promotion of key ideological messages and values – used to communicate a key ideology to audiences (these are mainly produced by political groups and charities) 
Internal communications – the selling of an idea/product to internal stakeholders in an organisation 
Internal training – the use of video in a company's internal training programme 
Conference openers/showreels - video material to be screened at conferences/industry events (used to sell a product/service or to reinforce a brand identity) 
Event coverage – documentaries of an event hosted by a company/brand 

9. In pairs: Watch the following corporate & promotional videos
In pairs: Watch the following corporate & promotional videos. Create a new PowerPoint named 'Corporate & Promotional Videos' For each of the videos make notes on the following:
Task
Perhaps take 4 each to cut down on workload then you can exchange notes afterwards. 

10. Political Party Broadcast

11. Employee Training Video

12. Employee Training Video

13. Employee Training Video

14. Event Coverage for Specific Organisation

15. Brand Showreel

16. Social Media Training Video

17. Marketing Video for External Customers