Main Goal

The main goal is to improve the students know-how and know-why of “Storytelling” as a concept of creating marketing campaigns and advertisement movies.

Time

It takes two years which consists of six blended learning weeks in which teachers and students are working on the improvement of “storytelling.

In between these blended learning weeks, students and teachers are involved in research and transforming tasks.

Organisation

4-7 Schools of different countries/regions should be involved.

The participants should work in (international) mixed up groups of students in the field of audio-visual during the project-meeting.

In between the meetings, the students should work in groups of the same school/class.

Special needs

The students must already have the basic know-how of producing short movies and editing skills.

Outcome

The execution of this project generates a holistic know-how of the use of storytelling as part of an advertisement/marketing campaign with products/outcomes close to reality

Applicability

This project is an integrated part of the curricula of occupations in the creative industry, dealing with audio-visual content.

Next?

Look for partners to realize the project.

Educating students in a project-based way by implementing and using storytelling as a audio-visual solution for advertisement and marketing.

First step:

Look for 4-7 international/interregional partners, organize a kick-off-meeting to set the schedule of the whole two-year-period and plan the blended learning weeks.

Second step:

Plan the six blended learning weeks concerning storytelling, target groups, corporate identity, brand ambassador, personal identity and new technologies and define the prework for each meeting.

Each of these blended learning weeks will be a five day meeting with about 4-6 students from every partner. During the meeting there will be organized lessons, workshops, presentations, keynotes etc. regarding the aspects of “Storytelling”.

Blended learning week 1 – STORYTELLING:

The subject of this meeting is about Storytelling.

How can you keep the attention of the target group by telling a good story in your commercial?

Blended learning week 2 – TARGET GROUPS:

The subject of this meeting within others (Storytelling) is about Target Group Identification.
How can you divide your target group and how will this change your story in your commercial?

Blended learning week 3 – CORPORATE IDENTITY:

The subject of this meeting within others (storytelling, target groupts) is about Corporate identity.
How can we build a corporate identity/image in a commercial for a specific target group with the help of a good story?

Blended learning week 4 – BRAND AMBASSADORS:

The subject of this meeting within others (storytelling, target groups, corporate identity) is about brand ambassadors.
How can we use brand ambassadors as the key elements in a commercial for a specific target group with the help of a good story?

Blended learning week 5 – PERSONAL IDENTITY:

The subject of this meeting within others (storytelling, target groups, corporate identity, brand ambassador) is about Personal Identity.
How can we promote ourselves by building a good image, for a
specific target group and with the help of a good story?

Blended learning week 6 – NEW TECHNOLOGY:

The subject of this meeting within others (storytelling, target groups, corporate identity, brand ambassador, personal identity)is about new technology.
How can we achieve the results of the previous meeting with a better use of new technology?

The overall concept for a blended learning week is:

DAY 1

Presentations of the prework, Feedback to the prework, 1-2 keynotes to the theme of the week, group building, icebreaker, Presentation of the student asseignement

DAY 2

1-2 Keynote to the theme of the week, Masterclasses for producing and editing skills, Production-location scouting, guidelines for the creative process, storyboard and plot

DAY 3

Production

DAY 4

Editing

DAY 5

Presentation, Feedback, Learnings, Prework for the next meeting

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