Unit 2 Guidelines

Mark Scheme/Success Criteria
Unit 2 : Planning and pitching a digital media product

Learning aim A: Understand how to develop ideas for a digital media
product
1. Initially, learners would be expected to formulate more than one idea from the
brief.
2. They must understand the brief in terms of associated planning issues (who, why,
what and where?).
3. Learners should develop their ideas from initial first thoughts to the selection of
one final idea.
4. The development of ideas will be communicated through a range of techniques.
5. Learners should consider any planning issues associated with ideas that stem
from the brief and must justify their final selection of an idea through reference to
the brief requirements and planning issues.
6. Verbal evidence for this learning aim should be recorded and stored digitally for
example as an audio file or video recording.
7. It will not be sufficient to supply an unsupported teacher observation sheet as
evidence.
You will communicate more than one idea, using a wide range of
communication methods when formulating ideas.
You will use a combination of verbal, written and visual communication
methods.
Your idea to starts as a mind-storming session and be developed into a written
outline illustrated with visual examples, e.g. mind-maps, diagrams, moodboards, products etc.
Your ideas will have been refined through the communication process to
demonstrate creativity.
Your creativity will have been fully communicated confidently and accurately.
Creative ideas for the music video will show greater sophistication and
imagination than ideas that merely meet the brief or include standard
approaches to the brief.
You have included visual communication that mirrors the creative aspect of the
idea and allows for that creativity to be communicated.
You will select an idea from two or more.
In justifying the selection of the idea your analysis of the brief will show
detailed consideration of who, why, what and where.
Target audience (British born Asian females, 18-25-year-old university students
living away from home)
Purpose (to discourage online bullying, to allow fans to book tickets online),
Platform (a segment within the Hip Hop half hour show on Radio 1Xtra
broadcast on air and online, a two-page fashion article for an online magazine.
All the planning issues have been given detailed consideration
For example:
Logistics (filming in poor weather, finding actors for weekend recording
sessions)
Legal (for example watershed, copyright issues)
Ethical (for example promoting violence, gender representations, industry

regulations)
Learning aim B: Pitch ideas for a digital media product

1. Learners will pitch an idea for a product in two formats: verbal and written.
2. The use of verbal and written communication techniques, to both convey their
idea and enthuse and persuade their audience, (as if trying to get funding from a
producer), is the focus.
3. Evidence for this assessment criterion will come from the verbal and written
presentation of the learners pitch.
4. Learners may provide evidence of verbal communication through a live pitch
which is recorded, or they may pre-record the verbal content and present this to
the audience.
5. Evidence of verbal content could be recorded via video or audio, supported by a
teacher observation sheet
You demonstrate confident use of the verbal and written communication
techniques through your pitch
For example:
1. Tone of voice is pitched appropriately and is adjusted when appropriate
2. Format of the presentation is well thought out
3. Technical language is used appropriately
4. Points are explained clearly and clarified or expanded as appropriate
5. Audiences are kept engaged and there is strong use of persuasive
techniques to sell the idea.
6. The idea is communicated very clearly and concisely with minimal spelling
or grammatical errors.
Learning aim C: Produce planning for a digital media product

1. Learners will need to produce a planning portfolio to document planning of their
music video.
2. A learner may have included all of the planning documents in the bulleted list but
still only achieve a pass if the detail provided is very sparse.
3. A learner may still meet the distinction criteria, if they are missing one or more of
the documents on the bulleted list but those planning documents they have provided
are exhaustive in their level of detail.
4. A best fit approach is to be used when assessing this criterion.
5. Where possible, the learners planning portfolio should be created and stored as a
digital file.
6. Individual documents can be scanned or photographed and uploaded into the
portfolio.
7. Where it is not possible to keep a digital planning portfolio, a hard copy file may be
kept to store the evidence for this criterion, or a combination of both may be used.
You will provide exhaustive and detailed evidence of planning for the digital
media product.
You will have provided all the necessary and appropriate planning
documentation with a high level of detail:
1. Storyboard
2. Shot list
3. Lighting test shots
4. Prop/costume/make up list
5. Location scout information, e.g. recce photographs
6. Shooting schedules
7. Script drafting
8. Permissions for filming
9. Personnel required
10.Equipment booking
11.Health and safety (risk assessment).
12.Contingency planning.
These would all be labelled, annotated and completed in detail.
The contents of the planning portfolio will be organised systematically and in a
form which could be navigated by others easily (clear chronology, a filing
system of some kind (for example headings/colour coding), detailed
annotations and hyperlinks where appropriate to access linked information).
CHECKLIST!
Ideas section This section shows how you have created your ideas and the
research that you have done.
1. Three ideas
You need to design three ideas for either a
new deodorant or a new energy drink.
2. Mind Maps
You will need to complete three
mindmaps. (One for each idea)
3. Questionnaire of 10
You must create a questionnaire that gets
opinions on your three ideas.
people
www.surveymonkey.co.uk you may post
the questionnaire online.
4. Focus Group Research The table of the feedback on your ideas
and their feedback
5. Internet research
Research printed from the internet on
similar products to yours and how they
advertise.
6. Research on ASA
Information as to the guideline set out by
the ASA.
7. Moodboard
A collection of images and pictures that
summarise your ideas.
8. Selection of idea
You must select one idea and write a
document justifying why you have chosen
this idea.
Pitch This section brings together all the ideas and research you have
collated and shows a finalised idea.
1. Planning
Use the outline you have been given and
write a draft speech.
Present this speech to both your group
and your teacher and receive feedback.
2. Written Speech
Type up your final speech including
improvement points.
3. Powerpoint
Create a powerpoint presentation that will
accompany your speech.
Presentation
4. Recording of Pitch
Present your pitch to an audience and

record the pitch.
Planning: This section shows the planning for the specific video you are
going to make.
1. How does your advert Written work or computer based work
showing your understanding of:
meet the brief?
-Location (List locations)
- Timeframe (Production schedule)
- Organisation (Who will do what)
- Resources needed
- Draft budget
2. Table of requirements Table showing Location, Props and
Costumes required for the advert.
3. Soundtrack
Lyrics that have been annotated to show
why you have chosen this song as a
soundtrack.
4. Storyboard
A storyboard showing a plan of what you
are going to film.
5. Shooting schedule
A document showing what, when and
where you are going to film.
6. Permission for filming Signed agreements from all cast and crew
of the film.
7. Personnel and
A list of all personnel (Cast and Crew) and
equipment required to complete the
equipment required
filming
8. Health and Safety
A risk assessment must be completed
before filming commences.
9. Contingency Planning A document that describes what the plan
is if the filming cannot go ahead for
whatever reason.

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Mark Scheme/Success Criteria

Unit 2 : Planning and pitching a digital media product

Ethical (for example promoting violence, gender representations, industry

Learning aim B: Pitch ideas for a digital media product

Learning aim C: Produce planning for a digital media product

Present your pitch to an audience and

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