ETC_Final Project

Brandi LeBlanc RILS PLAN

1. Target Audience - The learners are sports and entertainment students. There are three sections of this course and I share it with the other Marketing teacher. We have a total of 65 students. There are 6 girls and 59 boys, no freshman, 6 sophomores, 22 juniors, and 37 seniors. The majority of the students are athletes or interested in sports or music.

2. Materials – The materials that will be needed to complete the project are:

Student materials:
o Flip cameras
o Props & product to film ad (will vary from group to group)
Teacher Materials:
o Ad strategies PowerPoint (examples embedded)
o Link to Super Bowl ads
o Ad age evaluation video

3. Objectives -

1. Analyze advertising strategies and techniques used in super bowl ads
2. Create a 30 second super bowl ad
3. Evaluate the effectiveness of ad strategies used

4. Procedure:
o STEP 1: Lesson on Advertising strategies – Students will view thePowerPoint, take notes and engage in discussion on strategies and examples.

o STEP 2: Discussion on how advertisers rate super bowl commercials (source Advertising Age)

o STEP 3: Students will watch the super bowl commercials and watch with a critical eye, looking for strategies and appeals used, and the intended target audience (building on prior learning) and product categories.

o STEP 4: Students will be grouped in groups of 4 and choose a product category from the following list:
• Snacks/ candy
• Beverages (nonalcoholic)
• Electronics
• Clothing & Accessories
• Restaurants
• Auto
o STEP 5: Plan strategy, write copy
o STEP 6: Design story boards
o STEP 7: Film ads during class
o STEP 8: Edit ads to 30 seconds and ad sound or music in www.jaycut.com
o STEP 9: Upload and embed video onto class website
o STEP 10: Each students will evaluate ads and rate them on a 1 – 5 star rating scale and offer their comments on the strategy and effectiveness of ad to its target audience

5. Web 2.0 Tool –
The Web 2.0 tool that I chose to use for this project was www.jaycut.com. The purpose for using this tool was out of a problem that my students had downloading the flip videos to Movie Maker and Premiere. I have 30 DELL desktop computers in my room that have powerful design software programs such Microsoft Office 2007, and Adobe CS4. The problem is the computers are not powerful enough to run premiere and there is a glitch with Moviemaker that causes the video to only show up as still photos. This had been an ongoing problem for students, when I discovered www.jaycut.com this week, this solved the problem and the students will be able to finish their ads.
The objectives set for this project are for my students to learn how to edit video to 30 seconds, add sound, voiceover, transition and text.

6. Social Participation/Social Learning –
Students will have to work in groups to:
o Make decisions on specific product brand
o Develop their advertising message
o Incorporate a slogan/logo and/or alternate branding mechanism
o Determine goals for ad/what the group hopes to accomplish with ad using AIDA as a guideline
o Make creative decisions while considering the ramifications for the “company” if ad is met with public criticism
o Film & edit ad and includes participation of all members
o Once the final products are loaded on the website, students will be able to rate and provide feedback on the commercials

7. Making Connections –
Students will be able to build on their knowledge of:
o Target market, specifically how to define target market and their motives
o Branding, specifically logos design and the power of a brand and consumer perception
o The new knowledge will be advertising strategies and ad evaluation and video editing

8. Create/Produce - The end product that the students will create is a 30 second commercial and it will be shared on the class website.

9. Assessment

RATING FACTORS EXCELLENT
GOOD FAIR
POOR

Target Market
10pts Strategy and appeal to target audience is very clear Strategy and appeal to target audience is somewhat clear Strategy and appeal to target audience is very vague. Mass appeal. No use of target marketing strategy .
Branding elements Logo & Slogan
15 pts Effectively & seamlessly incorporated brand elements, logo and slogan into the ad. Seamlessly incorporated brand elements, logo and slogan into the ad. Attempted to incorporated brand elements, logo and slogan into the ad, but not effectively. brand elements, logo and /or slogan was not seamlessly incorporated into the into the ad.
Advertising Strategy

30 pts Excellent creative use of strategy, unique fits with the target market, brand & product. Somewhat creative use of strategy, somewhat fits with the target market, product and brand. Fairly creative, doesn’t really fit with the target market, product and brand. Strategy not creative, unappealing, and isn’t appropriate for target market, product and brand.
Creativity
15 pts All elements included & excellent use of techniques. Excellent use of creativity. Some elements included & good use of techniques. Good use of creativity. Not all elements included & fair use of techniques. Lack of creativity. No elements included & poor use of techniques. Lack of creativity.
Editing Techniques

15 pts Excellent use of editing techniques. Smooth transitions and added text. Somewhat good use of editing techniques. Transitions or video may be a bit off in places. Fair use of editing techniques, transitions and added text did not flow smooth from one frame to the next. Poor use of editing techniques. Video Frames were choppy no/or limited use of transitions.
Overall effectiveness

15 points WOW factor!! Plan now for nets year’s super bowl. You have earned that 3.1 million. With some fine tuning you are well on your way to creating the next big superbowl ad. Focus on the details of your strategy and make sure it fits well together with your brand~try again next year. It’s back to the board room for your team. Review your strategy, techniques and goals.
TOTAL POINTS:
100

Length of ad
30 sec 0 point deduction
1 – 5 seconds over or under 5 point deduction
5 – 10 seconds over or under 10 point deduction
15 – 20 seconds over or under 15 point deduction

Ad Posting
Successfully uploaded on website 0 point deduction
Not successfully Uploaded on website 15 point deduction


Students will use this 5 star rating to rate their classmates ads

5 STAR rating
***** - ad attracts attention, interest, creates desire to act – brand is extremely memorable ad is very creative ~

**** - ad somewhat attracts attention, interest, creates desire to act – brand is somewhat memorable, ad somewhat creative ~

*** - Ad is okay, may or may not attracts attention, interest, creates desire to act – brand is not very memorable ad ~ad may or may not be creative

** ad confusing. Creativity or brand is may or may not attract attention, interest, creates desire to act brand is not memorable and may be lost in the creative aspects of ad ~

* ad does not attract attention, interest, creates desire to act, brand is diluted and ad is not creative at all. Nothing is creative or memorable about this ad.

10. Reflection –

Part I - Students will fill out an evaluation form for each team member and will evaluate their work as well and give them an opportunity to explain what they learned, how their teammates participated and what if anything, they would change.

Part II - I really enjoyed designing this assignment and having my students create these commercials. Not only did they get to put into action the strategies we learned in class, they developed some video editing techniques and creative writing techniques along the way.

The students had no problem developing their strategy and planning their story boards and filming their ads. That was actually the easy part.

Once they began to edit their ads in moviemaker we had problems. That is when I discovered jaycut.com. After two days of technical difficulties, the students were able to edit in Jaycut.

It was a very simple process for the students to register. They imported the video clips into jaycut, which was also a simple process, but it did take a while. It took some students almost twenty minutes to import. This was a bit frustrating for them as they were already frustrated from having to start all over because of the issues with Movie-Maker.

Once they uploaded it, they were able it edit. They were able to edit easily, and the tools were very simple and not too elaborate. The one editing too that Jaycut didn’t have was a voiceover tool. Students were not able to add voiceover and music, they had to choose one or the other.

Once they were finished and published their video, they sent me the link. I then posted the link on our blog site, blogger.com and posted each teams video. The students could them comment on each ad and give it a rating.

This didn’t go as well as planned. The students didn’t always rate the ad and didn’t provide quality feedback and sometimes not even provide their name. They had 4 days to provide feedback, and I think that was plenty of time. I will have to tweak this part of the project so that they will provide quality feedback instead of “cool video”.

The students seemed to like creating the ads, but not providing feedback and were a bit frustrated with the editing process. The project took much longer than expected. Overall, I would do this project again with some minor changes.