Research into chosen idea

Audience research

My target audience is people with pets aged 30-75 who can afford to pay the expenses of caring for pets. It is estimated that 11m (40%) people in the UK have pets therefore they will need vets practices to care for the pets. The east of England has the fourth largest volume of pet owners with 1178 people owning pets. 52% of people in the PetPlan Pet Census 2011 share pictures of their pets on social media, this shows that they use social media and they most likely follow and like their pets vet practice. Also, 94% of the respondents of the PetPlan census say that they would cut back on luxury items including holidays to pay for treatment if their pet became ill. The majority of dogs (80%) have regular walks, showing that people within my target audience enjoy spending time outside and would take interest in activities that take place outside. 

After looking at the Vets One Facebook, most people who are commenting are women aged between 30-50, this is my target audience as the video will be uploaded onto the Facebook page. However, this does not show the older people in my target audience as only 23% of over 65s use social media. 

I also did a survey to find out how my target audience to find out how they felt about their community. I included 7 questions, the results of these were:

What is your age?

42.86% were Under 18

28.57% were 18- 30

28.57% were 31-70

How interested are you with your community?

85.71% said sometimes

14.29% said not at all

Would you consider taking part in community service to help your CV?
42.86% said yes

42.86% said maybe

14.29% said no

Would you take part in local activities to do with the community?

28.57% said yes

57.14% said maybe

14.29% said no

How do you get updates about your community?

14.49% said newspaper

14.29% said local news

57.14% said social media

14.29% said other

Which social media in particular would you use to get updates on your community? 

100% said Facebook

Target audience response to existing SACM products

Target audience response to existing social action and community productions
To find out the target audiences response to existing social and community products, I created a survey for them to fill out after watching an RSPCA video, this video detailed how the donations helped them and how a small donation can help. I used this video as it features animals and my client is a vet practice who look after animals. In the survey I asked the audience 6 questions. These were:
Have you heard of social action and community productions before?
What do you think the message of the RSPCA campaign was?
Do you think the video worked in getting the message across?
How did the video make you feel?
Does the campaign work in your opinion?
Would you donate to the RSPCA after watching this campaign?

Of the 5 people that took my survey 4 had not heard about social action and community productions before. All 5 of the respondents had different answers as to what the message was, this shows that people can interpret different things from the video. All the respondents agreed that the video worked in getting the message across. The respondents all experienced negative emotions while watching the video such as shock, sadness and anger. This shows that the videos can change a persons mood affectively to make them feel what the company want them to feel. All the respondents felt the campaign worked however only 2 would definitely donate to the RSPCA, 2 would think about donating to RSPCA and 1 would not donate to the RSPCA. This shows that social action and community productions can encourage people to donate to the organisation.

Contingency plan

If my client drops out last minute, then I have contacted Cats Protection who will be willing to allow me to film a short video for them. This would require more work as I would have to re film but I have done research on the organisation so I have enough knowledge to create a film for them. I would create a film about how you should adopt cats instead of buying them. I have already contacted Cats Protection about this and they are willing to let me do this and they are also willing to let me film at any time. If I do not get enough footage with my client on the filming day we have arranged, I will contact them to set another date so I can get the footage I need.

SACM Research Task

First post

Welcome to my FMP blog! My name is Rebecca Dewfall and I am a student at City College Norwich studying the UAL Diploma in Creative Media Production and Technology. Through this blog, I will be uploading my work and also including weekly vlogs on my progress throughout the final project.