Exploring ideas, audience, and goals

- Hopefully you're getting some good ideas…of the way we intend for video to help us brand our message…and tell our story.…Now let's talk about how we can help apply these concepts…to the right target audience in the right ways.…The audience for this piece is primarily the businesses…that might participate in the CRED program.…And to be successful, I think it's important…to try to work backwards.…Think about who it is we're trying to reach,…and then figure out what we need to do in order…to appeal to them.…

When you're doing exercises like this,…it's often a good idea…to do different types of market research.…This can range from activities like role playing,…where you try to put yourself in the position of the…audience and think about what ideas you should explore,…to actually conducting surveys and interviews…with members of that target audience,…where you ask questions and get direct answers.…Divan and I took on a combination of these tactics…and started coming up with a few ideas about audience.…

Our ideal target audience member should be in a position…