VISUAL STORYTELLING IN MARKETING TRAINING COURSE

About the course

This course is a 3 day course, but a shorter, cut-down version can be possible if necessary.

3 day course

Full length version of the course where we are able to watch and discuss a number of long form documentaries and really get an understanding of long form narrative structure.

2 day course

A tighter version of the course losing one of the homework modules, ie one stage of the delegate development process. We also focus down on only a couple of documentaries to study.

Course Summary

COURSE SUMMARY
This is a 3 days course covering visual storytelling techniques as a means to engage, affect and motivate a targeted audience. We cover: knowing your audience, knowing your message, knowing your outcome and how to connect all three in the most compelling way possible using carefully written and produced visual storytelling.
We’ll explore the importance of storytelling in corporate video creation, the definition of stories and how best to tell them. When we sell a product or message, we’ll explore what it is we’re actually selling – and work out the best way to communicate that, not only to the audience, but also with the client who is commissioning the video.
We look at production techniques, lighting and much more, in order to increase production values to give your content a ‘glossy’ high-end look.

WHO’S IT FOR
This is a course for content producers, ad agencies, marketing departments, shooters and P.R. teams.

OUTCOMES
Delegates will be able to pitch, design, write, shoot, edit and produce much more effective commercial, corporate and marketing video content, not only creating a better, more effective end product but also improving their reputation and delivering a better commercial result for the client.

Day 1 Syllabus

Introductions and course outline
Exercise – Delegate project ideas
What is a story? The definition of a story
Who’s your audience?
Exercise – define and describe your projects target audience.
What’s the message? What’s the sell?
N.L.P. What’s the desired outcome?
Connect the start, story, message and outcome.
Where’s the emotion.
The first idea is often not the best.
Exercise brainstorm ideas in groups and then present.
Combining ideas. No idea is too mad at this stage.
Focus in on the human condition.
Where and who are the characters
Consider structure – beginning, middle and end.
Exercise focus your narrative.
Writing a pitch document, not just for your client but for you too.

Day 2 Syllabus

Viral Video, what is it and how does it happen?
Ten tops tips for making a viral video or viral campaign
Engaging your audience
Online audience behaviour. What makes them share.
Audience behaviour and how to create the reaction you want.
Exercise – outline how your film idea will cause the audience to react and why
Theme. Message. Campaign. Strategy.
What is brand? What are brand values.
Exercise – consider and outline your clients brand values.
From pitch to treatment, script and storyboard
Exercise – outline how your film idea will cause the audience to share and why
Production equipment basics and shooting and producing content using mobiles
Shooting schedule, budget and production management.
Exercise – shoot something wacky and crazy using your mobile that would be very shareable

Day 3 Syllabus

Exercise – present shareable videos, group discuss and vote
Story structure, lock and sign off
Plan for coverage and safety
Plan for success, the need for supporting material and wider success
Casting and directing your film
Stock footage, it’s role in your production and why it looks the way it does.
Exercise – discuss what are the qualities of stock footage that you’re looking at.
How to achieve that high-end, high production quality, blue chip look
What equipment is needed and how can it aid the film.
How to use the lighting to get that ‘corporate, blue chip’ look
Creative LUTs
The importance of music and narration.
Graphics, animation
File formats, delivery and re-versioning.
Building a campaign across platforms using all your material.
What does success look like?

Clients