Proposal Assignment

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Memorandum

Date: 11/08/2011

To: Quinn Snellings

From: Student Name

Subject: Creating a Video Club at Northeastern University

Northeastern University provides students with access to resources for students not only in the academics but also where the student’s interests lies outside of academics. With a wide-array of 200 student organizations on campus, students can feel like they are a part of a community. These organizations allow students to excel in their areas of passion or even help students explore and find a new obsession. From cultural organizations like the Japanese Student Association to performing arts organizations like the Distilled Harmony A Cappella, most students find the organization that fits them no matter how niche their interests are. Yet, Northeastern is one of the few universities in the Boston area that does not provide a video club that allows for fully unrestricted creative domain. With HD camera prices dropping, and the ease of distributing the video online with sites like Youtube, there has been a surge of students interested in video. In fact, a fellow entrepreneur major Andrew Agnostino just last year put together a parody music video titled “Northeastern State of Mind” and was able to accumulate over 300,000 views, and was even featured on Fox News. He was able to use his video to effectively promote himself, as well as his startup company. Not only that, Northeastern was able to achieve major promotion from this video, and considering the second most ‘liked’ commented post as of today (November 8th, 2011) “This song makes me want to go to this school.” only after the comment “am I the only person that watches this everyday?”

I propose to start a video club that aims to teach students the art of video, provide a creative ground where students are free to create any work they wish and to collaborate with other clubs in a mutually beneficial manner. The video club will not only teach the art of making videos, but will teach students to effectively optimize the distribution of the video online with SEO technics and other online marketing technics. Whether a student’s goal is to use this skill for promoting a business or to simply make great film. With knowledge of all these areas, students will effectively learn how to utilize one of the most powerful tools available today.

NEEDS ANALYSIS

Students at Northeastern are starting to grow interest in video. In the general interest meeting for the Tastemakers on campus music magazine, more than half of the students attending the meeting simply wanted to take pictures and videos for the magazine. This was due to the lack of a photography or video club here at Northeastern. Like Tastemakers, there are student organizations at Northeastern that allow students to shoot video, but none of these organizations focuses on teaching students how to shoot beyond just the basics, and there are no clubs that provide complete freedom over their works. There are also important factors in creating a video beyond just shooting and editing. Even a great video can easily be lost amongst the millions of other videos that are on the internet today. So it is just as important that students learn how to effectively utilize SEO and other tools to promote their videos online.

The Growing Need for Video Training

With internet access speeds increasing at exponential rates, video is no longer limited to TV, DVDs or BluRays. With Youtube, Vimeo and other online video sites, the internet is now the main format that videos are being viewed on today. According to Youtube there are now over 490 million unique users accumulating 92 billion page views every month. This revolution allows videos to be easily accessible to share, and more importantly allows for an amateur film maker with no background achieve millions of view if the content is entertaining.

However, the video revolution is not limited to video distribution. Today a HD video camera can be easily purchased at a price starting at only 150 dollars, an obtainable price even for a college student. Professional grade DSLR cameras (can also double as a professional grade photography camera) now shoot HD videos and can start as low as 750 dollars. These DSLR cameras have been utilized in many famous videos and TV shows (the season finale of House last season was shot on a DSLR camera). In fact, Northeastern has a handful of these DSLR cameras with video capabilities as well as other HD video cameras. In short, many students now have access to a powerful tool of being able to shoot HD video and share their work to millions with a little training.

Northeastern for the first time this semester is providing a Video 2 course, this shows the increasing demand for students learning video writing, filming, and editing skills. Though video classes are available on Northeastern campus, there are three prerequisite courses in the arts department that is unrelated to video. Thus, a student looking to improve on their video skills, but is not part of the Arts department will have to sacrifice a total of four free-elective courses to learn about video. This poses a dilemma especially if the student is looking into receiving a minor in a different field, and could potentially make it even impossible for them to take the course.

Other Clubs at Northeastern University Involving Video

There are two clubs at Northeastern that allow for students to pursue video. However, these clubs lack in certain areas that students are looking for in a video club.

The Northeastern University TV or NUTV cover events on campus to broadcast on the local Northeastern cable channel. NUTV allows students access to the media equipment Northeastern University has acquired and they even have their own office in Curry. However, the club is too focused on strictly covering Northeastern related events which is great for communication majors that wish to practice their skills as announcers or for those only wanting to learn the very basic level of video. Perhaps the biggest setback is how NUTV is geared towards broadcasting, which limits the possibility of shooting video and editing more creatively since the film is rolling continuously.

The Northeastern University Athletic department offers jobs in shooting and editing Northeastern sports events. However, this means that students are left with even more restrictions and will be only able to shoot sports events. Also, because this is an actual job, there is a need to apply, which makes it not feasible for students that are simply joining to learn. There are also strict deadlines and a lack of flexibility for students who just enjoy shooting video for fun or have other commitments.

Effective Video Distribution and Marketing

Though shooting and editing video is essential, it is just as important to learn how to properly distribute and market the video. Though most students may not see the need for these skills immediately as they learn how to shoot video, eventually the knowledge of being able to distribute videos effectively will become crucial. Though important, there are currently no student organizations at Northeastern that effectively teaches how to distribute and market videos online.

Most videos posted through student organizations at Northeastern online, receive less than 500 views. Though views in the hundreds may seem like a lot, if a video is properly placed online, the same video can easily receive more views. Looking through the Youtube accounts of Northeastern organizations, none of the videos are posted in an optimal method. For example, most videos that were posted did not have any keywords attached to the video. By simply looking up popular search terms online on related topics, and by inputting the words in the keyword for your video, the views for the video will sky rocket. In my case, I was able to successfully boost three of my videos that were posted during the summer to over 10,000 views each by simply adding optimal keywords.

RECOMMENDATIONS

To effectively solve all the issues as stated previously, I propose to establish a film club at Northeastern University. The club will provide a wide array of activities from setting up workshops to organizing a local film festival. It will not only focus on simply shooting and editing the video but effectively distributing and marketing videos online.

Establishing a Film Club

The video club will be run by students, and therefore will only require the approval from the Student Development of Northeastern. The film club will be run by an executive board, meeting twice a week, and a minor board, meeting once a week. The positions for the film club board will be appointed through an open election at the end of each semester. All other members can attend on their own accord and all students are free to join.

The film club would benefit greatly from access to the HDV cameras, professional lighting, and access to the video editing and green-screen rooms. We will ensure that student that will be dealing with any of Northeastern’s equipment would be briefed on how the equipment should be properly handled before use, to avoid damaging the equipment. From my experience, the equipment are only booked out three times a year when the students taking film courses are working on their projects, and otherwise is rarely used. Also if there are any issues with renting equipment from Northeastern, students can always shoot with what they have. In organizations like Tastemakers magazine who do not have access to photo and video cameras, students often share cameras, which is also a valid alternative if Northeastern does not allow the rental of the equipment.

Provide a Variety of Film Club Activities

The film club will aim to provide a wide variety of activities to appeal to a wider group of students. If a student is interested in only shooting videos and socializing with others with similar interests, they may choose not to partake in other activities such as the workshops. Students who have only recently started shooting videos, such as students outside of the film department can attend workshops (until they gain the confidence to shoot for themselves), and can simply go to screenings to view other student works. Some ideas such as the film screening and the film festivals are common within video clubs from neighboring Universities. However film club aims to be innovative, just like Northeastern itself. The film club will implement further efforts such as collaborating with other student organizations, and creating video competition within campus.

Workshops

The club will provide students with multiple workshops, teaching students about script-writing, planning, shooting, editing and promoting videos online. Basic workshops will be led by film club members’ knowledgeable on the topic. On topics that are more advanced, guest speakers will be invited to speak. With knowledgeable video professor at Northeastern like professor Ann Steuernagel who won multiple film awards, and professor Dom Foulsham who also runs an online film education program, it may even be possible to simply have these professors discuss more complex topics.

Contests

The film club will host a competition for the best video that represents film club at the end of the spring semester. The chosen video will then be used as the promotion video for film club the following fall semester. By creating a competitive element, students will have more fun and will be motivated to create their best work. The winning video could then be displayed in the Curry Student center monitors that have previously screened many student organization videos during activity periods. This will further create a presence for the film club, and will get students curious about the club.

Additionally other competitions could be formed to also act as a fund-raiser for the club or for charity. For example, a competition could be held where non-participating members can vote for their favorite video by donating a dollar. The winner can take a small cash prize, and the remaining amount could be either used as a fundraiser for the club, or donated to a charity.

Film Screening

Once a month, the film club will book a room in AfterHours or a similar venue at Northeastern to showcase student work in a relaxed environment. Any student, even if they are not part of the film club, can screen their recent projects and receive input from fellow students. Students can use this monthly screening as an opportunity to network. Students, who are already interested in video, can choose to collaborate with the videographer of their choice. Any other student who lack video skills, but need some video work done, can easily find talent in this open door event. For example, if an entrepreneurship student starting his own business enjoys the works of another student, he can talk to the student and arrange for a video that would help promote his startup company.

Film Festival

In the past, Northeastern has attempted to host film festivals but were unsuccessful. Other schools in the past like Boston University hosted the Redstone Film Festival with monetary prizes with great success. Previous winners of the Redstone Film Festival include producer Richard Gladstein (Finding Neverland, Cider House Rules) and Steve Brill (The Mighty Ducks). The film club will aim to host a film festival at Northeastern campus which would be a first step to truly having Northeastern recognized in the area of film and video. The film festival will allow entry from any student in the Boston area. It will aim to motivate students already partaking in video, spur new interest in video to students and will help develop a film culture on Northeastern campus. Northeastern has little to no risk helping film club host the festival. Northeastern will simply only have to provide an auditorium for a night and the organizing, advertising, and other tasks will be done by the film club.

Collaborations

The film club will aim to collaborate with other organizations on Northeastern campus. This will give students in the club more opportunity to shoot various subjects, thus providing the students with more experience. With the wide array of club activities at Northeastern, video club students will be able to shoot anything from a music video for the Distilled Harmony A Capella or create a narrative film with Acting Out, an acting student organization. This will provide mutual benefit as the collaborating organization will be able to build portfolios, create memories, or simply have a good time. By collaborating with other clubs, the film club will gain further presence on campus and will attract further attention from students.

Collaboration however does not have to be limited to Northeastern. There has been much collaboration between film clubs in different schools, including a lip-syncing collaboration earlier this year with over 70 schools from 20 different countries. These projects will be fun for any student to partake, and will bring further recognition to both the film club and Northeastern University.

CONCLUSION

Northeastern is known to be the avant-garde for providing students with such resources as Co-Op and the well-recognized entrepreneur’s club. However, in video, Northeastern is one of the few Universities in the Boston area without a video club. It is important to recognize that video skills are not only necessary for those pursuing a career in film or broadcasting, but can be an effective tool in many other areas. The video club will allow for students in studies outside of the field of communications and the arts to access the resources needed to learn video. By simply allowing for a video club to form with access to already existing resources, Northeastern can not only create a video club, but create an innovative club that pushes the envelope by also incorporating effective usage of online self-promotion.

Thank you very much for taking your time to read the proposal. If you have any questions you can feel free to contact me via e-mail at [email protected] or by cell at 617-000-0000. I will be looking forward to your response on establishing a video club at Northeastern.