PR, Ufficio Stampa 2.0 & Mobile Filmmaking, Marketing & Strategy
Obiettivo del corso è fornire una formazione completa e approfondita nel campo delle Digital PR Management. Attraverso Metodologie, Tecniche e Strumenti legati alla Comunicazione Digitale, alla Gestione delle Digital PR, al Digital Marketing, al Mobile Filmaking, Marketing & Strategy e all’Ufficio Stampa tradizionale & 2.0, i partecipanti acquisiranno le competenze necessarie per poter lavorare in piena autonomia all’interno di qualsiasi realtà aziendale. Il percorso prevede lezioni frontali, lezioni attive, esercitazioni pratiche individuali e di gruppo, produzione di mobile/smartphone video, role playing e multimedia. Il modulo 2 “Mobile Filmmaking, Marketing & Strategy” si svolgerà in lingua inglese. Verranno inoltre fornite le principali nozioni sulla sicurezza sul posto di lavoro e sui diritti e doveri dei lavoratori.
La Comunicazione Digitale
Dal Web 1.0 al Web 2.0
Dalle PR tradizionali alle Digital PR
Digital Marketing e Digital PR
L’impostazione di una Digital Marketing Strategy
SEO (Search Engine Optimization) Keywords Strategy e Visibilità sui Motori di Ricerca
L’impostazione di una Digital PR Strategy
Digital Influencer Marketing
Content Creation & Curation Strategy
Il Social Networking e l’impostazione di una Social Media Strategy
Blogging
Vlogging (Video Blogging)
Online Reputation Management
Digital Crisis Management
Pre-Production
Storytelling & Marketing for Mobile/Smartphones
– Videography
– Video Process
– Video Terms
Narrative Building
– Concept
– Story
– Script
– Storyboarding
– Characters vs Events Focused Stories
– Structure
– Style
– Scheduling
– Location Scouting
Target Audience
Buyer’s Journey
Marketing Funnel
Video-making for Customer’s Journey & Marketing Funnel
– TOFU – Top of the Funnel Videos
– MOFU – Middle of the Funnel Videos
– BOFU – Bottom of the Funnel Videos
Types of Mobile Video Content
– Video Portrait
– Video Journalism
– Video Essay
– Video Documentary
– Video Series
– Live – Videos
– Social Videos
– Vox Pops
Videos for Content Marketing
– Less than 60 sec videos
– 01 Minute Videos
– Explainer Videos
– Service & Product Demonstration Videos
– Service & Product Review Videos
– Brand Videos
– Company Culture Videos
– Company Staff Interviews
– Event Videos
– Customer Testimonials
– Case Studies Videos
– Vlogs (Video Blogs)
– Educational Videos
– Tutorials/How-to-Videos
Videos for Social Media Marketing
– Facebook Video & Facebook Live
– Snapchat
– Video Stories
– YouTube Videos
– 10 case studies of social media video campaigns
Repurposing Existing Content to Create Videos
– Tactics of repurposing content
– 05 case studies of repurposed content
Video Marketing Strategy
– Situation Analysis
– Goals & Objectives
– Digital Audiences
– Budget
– Identifying Key performance Indicators
– Analytics
– 03 Months Editorial Plan Formation
Equipment
– Audio
– Light
– Lenses
– Location
– iOS Camera Settings
– Android Camera Settings
Applications (Apps)
– iOS Apps
– Android Apps
Filming Smooth Video
– Stabilization
– Gimbal use
– Slow motion
– Handheld
– Narration
– Audio recording
– Voice-over
Production
– Shooting the Script Developed in Pre-Production
– Shooting indoors
– Shooting outdoors
– Shooting B-rolls
– Gathering Assets
– Directing
Post-Prodution
Video Editing
– Organizing Assets
– Text
– Visuals
– Music/Sound/Silence
– Titles
– Graphics
– Color Correction
– Narrative building during post-production
3 Final Projects (students can choose to shoot 03 videos from the following)
– Personal Branding Video (Video Portrait)
– Service Demonstration Video
– Product Demonstration Video
– Testimonials Video
– Vblog
Il Profilo Professionale dell’Addetto Ufficio Stampa
Dall’Ufficio Stampa Tradizionale all’Ufficio Stampa 2.0
Metodologia, Tecniche e Strumenti dell’Ufficio Stampa
– La regola delle 5 W
– Press Release (Comunicato Stampa Tradizionale)
– News Release (Comunicato Stampa Online)
– Il Comunicato Stampa in situazioni d’emergenza
– La Rassegna Stampa
– La Rassegna Stampa Digitale
– L’Intervista
– L’Intervista Digitale
– Il Blog aziendale
– La Conferenza Stampa
– La Cartella Stampa
– Ghostwriting
Article Marketing
Citizen Journalism
Press Kit
240 ore