Competency
In this project, you will demonstrate your mastery of the following competency:
Create and deliver communication messages informed by the application of storytelling
concepts
Scenario
You are a video producer for ME! Connections, a millennial-focused lifestyle brand that runs a
YouTube channel popular with women ages 18 to 35. You make tutorial-type videos that
feature paid brands for advertisement. Your boss, the head producer of video content, is
looking to expand the demographic reach of the company, as well as the delivery approach
currently deployed. Given the success of a competitor’s recent popular video series,
Puppyhood, your boss has asked you to create a similar type of video—an engaging piece of
branded content using new media storytelling. She has asked you to choose a brand from a
provided list and any demographic you would like, write a fictional narrative video or a
nonfiction documentary-style video that tells a story while also sharing information about the
product in an authentic way that will connect with the targeted audience, and defend the
choices you made
Directions
You are charged with innovating ME! Connection’s marketing approach by writing a sample
script for a video featuring a new product. You will target a specific demographic and use
narrative fiction or nonfiction storytelling techniques. Your boss really wants to begin using the
popular narrative approach, so you will need to be sure to use standard storytelling elements
as you develop your script, such as the three-act structure, a ground situation, a protagonist
answering the call to action, obstacles, a climax, and a resolution in which the protagonist
either achieves or does not achieve their intended goal (or achieves it in a different way from
what they originally intended to accomplish).
First, you will need to choose your audience. Will you focus on millennials, baby boomers,
teenagers, or another audience?
Second, you will need to choose your product. Your boss has sent you a list of six brands that
are looking to advertise on your platform.
Doggone Good: A new, affordable, limited-ingredient pet food (for both dogs and cats)
that aligns to the highest nutritional standards
Sqrrl: A financial planning app that helps with budgeting and saving; available on your
phone or online and featuring a cartoon squirrel as a mascot
Treat Yourself: A collection of cruelty-free makeup that is designed to match all skin tones
H-to-Oh: A collapsible, environmentally friendly water bottle perfect for both athletic and
everyday use
All Ears: A digital assistant that sits on one’s desk and can speak and accept voice
commands
Events 4 U: An app that helps you find nearby events based on your interests and your
location; uses an algorithm to make more accurate recommendations the more you use it;
can be linked with your friends’ accounts so that you can share plans; available on your
phone or online
Third, you will need to choose your format. Your script will be told using storytelling
techniques, but you can choose to write a fictional script or documentary plan similar to this
fictional video or this documentary style video. Your script/plan should follow proper industrystandard screenplay format using one of the templates provided and provide enough material
to cover the time allotted for your advertisement.
Finally, you will need to defend your choices to your boss. In a document, describe your plan,
how you came up with the specific concept you did, and why you think this story with these
words, images, sounds, characters, and actions conveys the correct message for your
demographic. Explain how you expect this conflict and setting to resonate with your intended
audience as told in the specific storytelling style you have chosen. Remember, you will need to
keep your audience in mind constantly as you create your video script or written plan. If they
are not engaged, they’ll click on to the next thing and won’t buy the client’s product!
What to Submit
Every project has a deliverable or deliverables, which are the files that must be submitted
before your project can be assessed. For this project, you must submit the following:
1. Narrative Script/Plan
Submit a 3- to 5-page, developed fiction script or nonfiction plan using one of the
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