The American Management Association, founded in 1923, is a company based in New York City with various offices in major cities throughout the US and around the world.
AMA supports the training and development needs of individuals and organizations through a complete range of products and services, including seminars, webcasts, and corporate and government solutions. AMA’s approach to improving performance combines experiential learning—“learning through doing”—with opportunities for ongoing professional growth at every step of one’s career journey.
Like many organizations AMA has migrated to a virtual experience. They understand how small, interactive instructor-led training can be done effectively online. Here’s a link to a “virtual” training page they created to showcase this form of training.
Below are some individual and organizational benefits to developing effective managers. These don't have to be included in the videos but are more reference.
Benefits to Individuals
- Well trained manager stands out among peers
- Opportunity for promotion and increases in salary
- Achieves business results as learn how to execute through others
Benefits to Organization
- Managers sit between strategy and execution and play a pivotal role in meeting company's business goals
- Training provides standardized best practices in management
- Recognized High Potential employees - thus resulting in retention of top talent
The goal of this project is to create a live action :30 TrueView for action video for the American Management Association (AMA). AMA supports the training and development needs of individuals and organizations through a complete range of products and services, including seminars, webcasts, and corporate and government solutions. AMA would like this video to be specifically geared toward individuals who have recently been promoted to a managerial role. It is quite common for organizations to promote stand-out employees to managerial roles who have little to no managerial training. Ultimately, they want this audience to sign-up for management online training seminars. In addition, the video needs to communicate the key differentiators of doing an online training with AMA.
- Small class size
- Individualized attention and coaching from best-in-class trainers
- Trainers who are real practitioners in life: i.e., trainers who train in management are managers and business authorities, etc.
- Apply skills in exercises and breakout groups
- Interactive sessions which include case studies, collaboration with peers and scenario training
In addition to the above, AMA also offers discounts and a money back guarantee.
Finally, the video should close with a broader CTA that states the AMA’s portfolio includes over 160 seminars on more than 20+ topics.
DELIVERABLES: Four total deliverables:
- One :30 video (16x9)
- Three alternate :30 versions (16x9). Alternate variations will involve the same characters, locations, and script, and will mostly involve small changes that can be handled in post-production, including changes to CTAs, end-card designs, on-screen text copy, and other minor edits. Additionally, depending on where the creative lands, a version may include a slight variation to the script. AMA has recently launched AMA’s Certified Professional in Management (AMA-CPM). Think of this as the Management version of the CPA exam. While they do not want to lead with this product line, they may want to explore communicating this as a unique CTA for one of the versions.
TIMELINE: For the full project timeline please see the Assets section.
EXPOSURE: YouTube. For YouTube TrueView for action best practices please click here.
TARGET AUDIENCE:
- Managers and employees who have excelled in their job and have transitioned into management. These people may not have been trained to be managers and find that it’s harder to get things done through others.
- Team Leaders, HR or Training Directors: they want to upskill their key employees and know they must learn basic managerial skills such as performance reviews, delegation, coaching techniques, etc. in order to excel in a manager’s role.
TONE: Positive, upbeat, convey confidence and success at the personal and organizational level.
Our priority is ensuring everyone's safety, so please review our COVID-19 Production Safety Guide and check federal, state, and local rules before and during your shoot to make sure your on-set protocols are up to date. We’re working hard to keep people working during this extraordinary time, and our advice here is to make sure your submission is executable within the anticipated timeline, while also ensuring everyone's safety.
In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.
- TEXT (REQUIRED): 500 characters or less synopsizing how you plan to approach and execute this video.
- LINKS (REQUIRED): To your previous video work. Please specify your role (producer, director, cinematography, etc.) and DO NOT INCLUDE LINKS TO YOUR SHOWREEL. Please link to individual videos.
- TREATMENT (REQUIRED): A detailed narrative description of what's going to happen in the video. If it's helpful to you, we've provided a treatment template, which you can find here.
- SCRIPT (Optional): This should include dialogue from the video you intend to create.
- STORYBOARDS (Optional): Additional concept art, storyboards, shot list, anything that helps get your point across. You can download the Tongal storyboard template here.
- HEADSHOTS/CASTING BOARDS (Optional): Casting notes or concepts, headshots of actors, etc.
- PITCH VIDEO (Optional): This is your opportunity to be face-to-face with the Sponsor and show them what you're capable of. Consider submitting a pitch video in which you tell the Sponsor what they can expect should they choose your pitch. Also, test videos, animatics, etc. are welcome. For some examples of effective Pitch videos, check out this gallery. All Pitches will remain private until after the Sponsor gives creator(s) the green light to move forward.