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How to Behave like a Broadcaster
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• In-house team of 45 people
• Over 55 university clients
• Film & TV studios, broadcast work
• Creative campaigns & video seeding
Universities FinanceAgenciesCharities
Spectrecom Films
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• The online video landscape
• Thinking like a broadcaster
• Developing a content strategy
• Defining your audience
• How to brief a production company
• How to evaluate suppliers
Contents
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Traditional online
Online video landscape
Emerging online Future online
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Thinking like a broadcaster
• Define the channel identity / brand
• Create content that is consistent in tone
• Focus on multi-platform access
• Produce regular, scheduled content
• Reward audience loyalty
• Developing broadcasting relationships beyond the channel
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University of York ‘Fusion - Solving The Energy Problem’
spectrecom.co.uk/portfolio-item/york-university-50-years-research/
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Developing a video content strategy
• Identify all your communication aims
• Consider available resources
• Constantly refresh content
• Be consistently on-brand
• Measure for effectiveness
• Account for content and archive
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Defining your audience
Our viewing habits change….
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Defining your audience
Who are we trying to reach….
• Potential Undergraduates • Potential Postgraduates • Potential International Students • Parents • Teachers • Potential Academics • Alumni • Potential Fundraising Donors • Partners in Business • Local Community
• Current Undergraduates • Current Postgraduates • Current International Students • Current Academics • Cherwell TV viewers
EXTERNAL AUDIENCE INTERNAL AUDIENCE
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Defining your audience
…and what do they want to see?
• Inspiring human stories
• The latest academic research & scholarship content
• University news
• Varsity match results
• Funding and bursary opportunities
• Guest lectures & debates
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Imperial College London ‘Astrostatistics’
spectrecom.wistia.com/medias/4k27lov8e7
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How to brief a production company
• Who’s your audience • What you want your audience to feel • What you want your audience to do • Any key messages • Any brand points • Shooting opportunities • Required delivery date
What you need them to know….
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How to brief a production company
• Your intended procurement process • How many people you will ask to pitch • When project delivery is expected • Your ball park budget • Who will they be working with, what resources are available • How success will be measured
What they will want to know….
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How to brief a production company
• Demonstrate an understanding of your brief • Creative ideas that show how results will be achieved • A profile of the production team • A detailed production timeline • Description of shooting equipment and requirements • Clear breakdown of costs
What you should expect….
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How to evaluate suppliers
• Their understanding of the university landscape • Their understanding of you • Any special insight they possess • Their potential to generate new ideas • Their passion - how much they want to work for you • Their willingness and ability to challenge you, educate you, lead you • What they could bring to a long term relationship • Their promise to share ownership for achieving results • Value for money
How you should decide….
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Spectrecom Films Ltd. Spectrecom Studios, 373 Kennington RoadLondon SE11 4PT
www.spectrecom.co.uk +44 (0)203 405 2260 [email protected]