Now that the process of how an advert helps to promote sales has been covered I will now look in more depth on how the fundamental research before an advert is even filmed needs to be conducted. For the purposes of this I have chosen to look at Gu pudding which have never used TV advertisements for a product before.
At there website http://www.gupuds.com/ they have in-depth information about their products from nutritional value to where the products can be purchased. They clearly aim there product at a more classy and stylish audience given their packaging design and the design of their website. I instantly decided I would use their cheesecake products as my product of choice for this advertisement breakdown.
The first thing that had to be done was holding a survey to gage reactions and thoughts on the product itself. I used a sample of 20 people between the ages of 16-21 as they have been chosen as my target audience. Ideally I would have had a much larger participation on my survey as 20 is not a large enough number to gage proper results, but for the purposes of this 20 will still give you the idea.
My questions were simple and I chose to stick to six questions as to keep the survey short and focused. The first question was simple, "Have you heard of Gu Puddings?"
At there website http://www.gupuds.com/ they have in-depth information about their products from nutritional value to where the products can be purchased. They clearly aim there product at a more classy and stylish audience given their packaging design and the design of their website. I instantly decided I would use their cheesecake products as my product of choice for this advertisement breakdown.
The first thing that had to be done was holding a survey to gage reactions and thoughts on the product itself. I used a sample of 20 people between the ages of 16-21 as they have been chosen as my target audience. Ideally I would have had a much larger participation on my survey as 20 is not a large enough number to gage proper results, but for the purposes of this 20 will still give you the idea.
My questions were simple and I chose to stick to six questions as to keep the survey short and focused. The first question was simple, "Have you heard of Gu Puddings?"
This simple question helps me to gage to awareness of the public to the company itself. Even without a TV advertisement the company was quite well known form my 20 participants with only 3 not knowing of the company.
My next question was if they even enjoy cheesecake. If the majority said "No" it would instantly put a stop to the idea of aiming cheesecake at the 16-21 year old market.
My next question was if they even enjoy cheesecake. If the majority said "No" it would instantly put a stop to the idea of aiming cheesecake at the 16-21 year old market.
As you can see from the results, all 20 enjoyed cheesecake in some fashion. Four did state they prefer specific types of cheesecake as their are so many variations available to choose from.
Now that I knew they all eat cheesecake the next question was how often? If it turned out the majority ate it once or twice a year it would make it a difficult sale for the target demographic to be convinced to purchase it more often.
Now that I knew they all eat cheesecake the next question was how often? If it turned out the majority ate it once or twice a year it would make it a difficult sale for the target demographic to be convinced to purchase it more often.
Luckily three quarters eat cheesecake monthly at least, which indicated with the right advertisement could see sales increase. My next question was which type of cheesecake they prefer. As Gu have quite the selection I opted to choose the New York style and the double chocolate style as they would be the ones featured in my advertisement.
To my surprise more said the New York style. I assumed 16-21 demographic would opt for the chocolate option. The nice part about this result is it has indicated the 16-21 demographic enjoy what some would consider the more mature option. My final closed question to them was if they would by cheesecake in the supermarket. I asked this question in case it something they were more likely to order while out enjoying a meal as opposed to eating at home.
To my delight it was a full house with all 20 saying they would purchase the product while shopping for groceries. With this result it only convinces me more that a TV advertisement could see sales increase massively as it would only make more people aware of the products on offer.
My final question was "Who do you consider the main consumer of cheesecake?" The results from this were interesting as the majority put answers such as "My mum" or "My nan". One even wrote "Women 30-60" and a couple put "people 25+". This result proves this sample group see cheesecake as a pudding primarily enjoyed by women and those of an older demographic.
My final question was "Who do you consider the main consumer of cheesecake?" The results from this were interesting as the majority put answers such as "My mum" or "My nan". One even wrote "Women 30-60" and a couple put "people 25+". This result proves this sample group see cheesecake as a pudding primarily enjoyed by women and those of an older demographic.
With my product chosen and my demographic decided on the next process is to consider the format I wish to use for my advertisement. With many young adults wanting to be treated with a more mature feel more and more in coming years I have decided to treat them as such. Rather than using a clever comedic approach or having a to youthful feel to the advert I have decided on a montage style for my advertisement.
Synopsis.
A day in the life of a 16-21 year old and how the pleasures of cheesecake can enhance any experience they are enjoying.
This advert will not feature any protagonists as it will be featuring various extras showing different moments in the average 16-21 year old's life. The aim is to speak to this demographic on a more mature level.
As some fun upbeat music plays a group of college students will be "hanging" together as one pulls out a Gu cheesecake from their bag which is noticeable recognised by their peers. The scene would then cut to a scene of two or three girls all giggling on a bed together. In the middle is a Gu cheesecake and the are all sharing it together as they are all having fun together. The third scene features a lad wearing a skate helmet and pads while his friends continue to perform their tricks behind him at the skate park. He grins as he tucks into his Gu cheesecake. The forth scene features a guy and a girl in the front of a car feeding each other a Gu cheesecake romantically after a date together. The final scene will feature a close up of both the New York Cheesecake and the Double Chocolate Cheesecake with the music going quieter in the background. A voice over comes into play saying "Gu - It's to good for mum!" and the advert then fades to black.
This advert will not feature any protagonists as it will be featuring various extras showing different moments in the average 16-21 year old's life. The aim is to speak to this demographic on a more mature level.
As some fun upbeat music plays a group of college students will be "hanging" together as one pulls out a Gu cheesecake from their bag which is noticeable recognised by their peers. The scene would then cut to a scene of two or three girls all giggling on a bed together. In the middle is a Gu cheesecake and the are all sharing it together as they are all having fun together. The third scene features a lad wearing a skate helmet and pads while his friends continue to perform their tricks behind him at the skate park. He grins as he tucks into his Gu cheesecake. The forth scene features a guy and a girl in the front of a car feeding each other a Gu cheesecake romantically after a date together. The final scene will feature a close up of both the New York Cheesecake and the Double Chocolate Cheesecake with the music going quieter in the background. A voice over comes into play saying "Gu - It's to good for mum!" and the advert then fades to black.
With an upbeat happy piece of music playing will be a montage of four scenes followed by a fifth and final scene. The first four scene will feature 16-21 years partaking in activities normal for their age group. So to start with is a scene of a group in the college rec-room hanging out with a Gu Cheesecake being pulled out of a bag. This scene would then fade into a scene of some young women hanging out in a bedroom laughing sharing a cheesecake. Next it would focus on some young lads at a skate park, tricks being performed in the background while one skater enjoys a break with a cheesecake. The forth scene would be a guy and a girl sharing a cheesecake after a date in the front of a car. These are all pretty normal moments in the average 16-21 years life. The final scene would feature the product and as the music quietens the catchphrase would come into play in a voice over which is "Gu - it's to good for mum!" With this simple catchphrase it would say to the audience this is a "cool" cheesecake that is meant for them and not who they would normally consider as the main consumer of cheesecake.
While working with my peers who luckily are of my target demographic I gaged their responses on the idea. Pretty much all liked the idea of it being mature but still aimed at them in the style it would be presented and they all liked the catchphrase for the product.
Budget for this advert also wouldn't be to expensive as the cast would all be extras without any speaking parts. As with all productions a risk assessment would have to be conducted and extra care would have to be given on the third scene as the skaters would be performing tricks and accidents can happen regardless of precautions being taken. Permissions for filming shouldn't be to difficult to acquire either as the majority is in outdoor locations. Ideally for filming purposes I would be looking at using a single camera and have lighting arranged for all scenes as filming during November/December in the UK does result in dimmer lighting at times and it also gets darker much earlier than in summer. Filming could vary depending on weather but if conditions were perfect I believe filming could be carried out in two days. One day would focus on the two outdoor shots and the second day would focus on the indoor shots and the final product shot. It would then be a case of using another day or two for editing and making the final result. After that I would then watch the advert to make sure all scene cuts are smooth and the music is working in the correct places. If not I would then return to the editing suit with my notes to make alterations and finalize the project completely.
Below is a PowerPoint presentation I have created that I would use to pitch the idea to a board to help convince them of making the idea in to a reality.
While working with my peers who luckily are of my target demographic I gaged their responses on the idea. Pretty much all liked the idea of it being mature but still aimed at them in the style it would be presented and they all liked the catchphrase for the product.
Budget for this advert also wouldn't be to expensive as the cast would all be extras without any speaking parts. As with all productions a risk assessment would have to be conducted and extra care would have to be given on the third scene as the skaters would be performing tricks and accidents can happen regardless of precautions being taken. Permissions for filming shouldn't be to difficult to acquire either as the majority is in outdoor locations. Ideally for filming purposes I would be looking at using a single camera and have lighting arranged for all scenes as filming during November/December in the UK does result in dimmer lighting at times and it also gets darker much earlier than in summer. Filming could vary depending on weather but if conditions were perfect I believe filming could be carried out in two days. One day would focus on the two outdoor shots and the second day would focus on the indoor shots and the final product shot. It would then be a case of using another day or two for editing and making the final result. After that I would then watch the advert to make sure all scene cuts are smooth and the music is working in the correct places. If not I would then return to the editing suit with my notes to make alterations and finalize the project completely.
Below is a PowerPoint presentation I have created that I would use to pitch the idea to a board to help convince them of making the idea in to a reality.
marketing_presentation.pptx | |
File Size: | 1488 kb |
File Type: | pptx |
Making a Gu Cheesecake Advert.
Before any filming can be undertaken a large amount of pre-production paperwork must be done first. This includes location scouting, production schedules, shoot script, call sheets, risk assessments and booking any equipment required. Some think you simply pick up a camera and start shoot, but if you carry out the steps listed above you only increase your chances of making a successful production. To begin with we produced a call sheet to designate job roles to different members of the production team.
Call Sheet.
As you will notice an additional name and job role were added clearly using pen. This is due to us being lucky enough to gain another member to our team after a couple of days after the project started. With it being stated I was to act as director from our tutor due to it being my idea I then decided to consider the skills of everyone involved. I had some keen to be involved in filming and others who I knew were very organised. So it was simply a case of taking the pieces of the team and placing them in appropriate job roles. Each was given a brief from myself, for example the costume department was briefed to keep an eye out for brand names on clothing.
Location Scouting.
Luckily for us, we are local to the area we were filming our advert in. So based off of our knowledge of the local area makes it only easier to find ideal locations. Working off of our storyboard we began to think of ideal locations to film in. We had 4 locations originally to choose from which included a place where students would hang out, a skate park, a car park and a bedroom.
So we sat down as a group and started to discuss where we could use. Luckily for us three of the four scenes were right near campus or on campus. We found an area in the college designed to be a student zone where students could hang out and relax with their peers. This made this location perfect. Ideally we would have preferred a location with more than just comfy chairs, perhaps a couple of plants and a few posters being added would have enhanced the area, but due to time constraints it made location ideal props difficult.
Our next piece of luck was the large park located opposite the college called Churchill Gardens. This location had a skate park and a car park which was also viable for filming purposes. The skate park had multiple slopes and ramps which would have been ideal to show someone doing trick in the background while another person enjoys a cheesecake. The car park was also a perfect location as the camera could be set in a position to not show the busy road but instead depict a much more quieter area.
The final location was a bedroom for a girl. We had decided we wanted to avoid a bedroom covered in hot pink, as it gives a younger feel than we were aiming for. So I approached a friend of mine who had a bedroom that was clearly decorated by a woman, but was not a covering of pink to prove the fact. Our only other part to consider was where to film the product for the closing product shot. When we looked at the student section at college we noticed the tables had a nice contrasting colour to the packaging and we decided to simply use that as a background to allow the packaging to stand out.
With our locations decided we thought a basic risk assessment on the areas would be best to do next, then on day of filming add any risks that could only be seen once filming was about to start e.g. wires. We also decided to tackle the issue of permission to film there on the same day, which was simply a phone call followed by an email for us to be allowed to film at the desired locations.
So we sat down as a group and started to discuss where we could use. Luckily for us three of the four scenes were right near campus or on campus. We found an area in the college designed to be a student zone where students could hang out and relax with their peers. This made this location perfect. Ideally we would have preferred a location with more than just comfy chairs, perhaps a couple of plants and a few posters being added would have enhanced the area, but due to time constraints it made location ideal props difficult.
Our next piece of luck was the large park located opposite the college called Churchill Gardens. This location had a skate park and a car park which was also viable for filming purposes. The skate park had multiple slopes and ramps which would have been ideal to show someone doing trick in the background while another person enjoys a cheesecake. The car park was also a perfect location as the camera could be set in a position to not show the busy road but instead depict a much more quieter area.
The final location was a bedroom for a girl. We had decided we wanted to avoid a bedroom covered in hot pink, as it gives a younger feel than we were aiming for. So I approached a friend of mine who had a bedroom that was clearly decorated by a woman, but was not a covering of pink to prove the fact. Our only other part to consider was where to film the product for the closing product shot. When we looked at the student section at college we noticed the tables had a nice contrasting colour to the packaging and we decided to simply use that as a background to allow the packaging to stand out.
With our locations decided we thought a basic risk assessment on the areas would be best to do next, then on day of filming add any risks that could only be seen once filming was about to start e.g. wires. We also decided to tackle the issue of permission to film there on the same day, which was simply a phone call followed by an email for us to be allowed to film at the desired locations.
Risk Assessments.
The majority of the risk assessments were pretty easy. It was obvious things such as the potential of wet grass, wires that could become a tripping hazard and for outside shoots we even considered the risk of allergies such as bee stings. Too many people this may have seemed excessive but by considering the unlikelihood of an accident and how to prevent it should make it near impossible for it to happen.
During this process was when we began to question if one scene was viable. The skate park scene. With the risk of a serious injury occurring if a stunt went wrong would have required us to have medical personnel on site. So due to this we decided at this point to scrap the skate park scene and instead adapt it to one of a guy enjoy a cheesecake up on a climbing area of a park.
Production Schedule.
Our next big step was to consider when we would film these scenes. We decided to spread it out over three weeks as some scenes were exterior and we could not guarantee dry weather. It was at this time we filled out the form to book out the cameras we required for shooting as we would be guaranteed to have the resources we needed for filming on those days.
Other Considerations.
We did consider if we needed to write a script as seen in our call sheet, however we decided where the footage would be silent and accompanied by a sound track we opted to give out cast a brief on set much like how extras are given briefs on the day of shooting. We also wanted a more natural feel to our footage which is not easy when you give someone details of how you want them to act.
For our first scene with a group of friends with one revealing a cheesecake in his bag was simple. We located a group of friends who were willing to shoot the scene for us. Then we nominated one to be our "cheesecake man" who would have the cheesecake in his bag. They were simply told to chat amongst themselves and have fun like they would without the camera being present. We re-shot the scene of the cheesecake coming out of the bag a few times to allow for us to have options as to which looked best during editing.
The second scene we shot was the guy and girl on a date in their car sharing a cheesecake. They were told just to have fun with each other and make it flirty but fun. When we reviewed the footage we were extremely pleased with the fun aspect you could see the pair were clearly having during the scene. The moment the guy put cheesecake on the girls nose was pure magic and only added to the fun.
Our third scene which featured a guy enjoying a cheesecake on a climbing frame we decided to not worry about, due to time constraints for the advert and also it was a question of how that would look natural. It would have been the one scene that did not make sense in the advert.
The final scene was originally set to feature two girls huddled on a bed enjoying a cheesecake together. However I had an idea to make the scene more fun and add a touch of variation to the advert. Instead we chose to have a single girl enjoy her cheesecake only for her to be interrupted by her puppy. Finding a puppy was not an issue as I had a 10 month old Chug (Chihuahua/Pug cross) which being smaller seems to be a 3/4 month old puppy to the untrained eye.
With all the details decided and everything ready our next job was to begin filming the footage for the advert.
For our first scene with a group of friends with one revealing a cheesecake in his bag was simple. We located a group of friends who were willing to shoot the scene for us. Then we nominated one to be our "cheesecake man" who would have the cheesecake in his bag. They were simply told to chat amongst themselves and have fun like they would without the camera being present. We re-shot the scene of the cheesecake coming out of the bag a few times to allow for us to have options as to which looked best during editing.
The second scene we shot was the guy and girl on a date in their car sharing a cheesecake. They were told just to have fun with each other and make it flirty but fun. When we reviewed the footage we were extremely pleased with the fun aspect you could see the pair were clearly having during the scene. The moment the guy put cheesecake on the girls nose was pure magic and only added to the fun.
Our third scene which featured a guy enjoying a cheesecake on a climbing frame we decided to not worry about, due to time constraints for the advert and also it was a question of how that would look natural. It would have been the one scene that did not make sense in the advert.
The final scene was originally set to feature two girls huddled on a bed enjoying a cheesecake together. However I had an idea to make the scene more fun and add a touch of variation to the advert. Instead we chose to have a single girl enjoy her cheesecake only for her to be interrupted by her puppy. Finding a puppy was not an issue as I had a 10 month old Chug (Chihuahua/Pug cross) which being smaller seems to be a 3/4 month old puppy to the untrained eye.
With all the details decided and everything ready our next job was to begin filming the footage for the advert.
Field Journal.
4/11/14 - On this day we pitched our ideas to our group of peers and three adverts were chosen. Mine was lucky enough to have been selected and I was allocated 4 members to my team. Our first job was to allocate job roles between ourselves and decide on a few basics. Instantly I was concerned about music so Zak offered to approach a band he knows call "Threads" to see if they would mind us using their music. We also discussed the layout and idea of the advert as a group which everyone seemed very happy with.
5/11/14 - After having such a good response from my team I was excited as I knew I had a hard working team ready to back my idea. So I took a brave move and e-mailed Gu about our advert. Much to my surprise they replied eager to see what we produced.
5/11/14 - After having such a good response from my team I was excited as I knew I had a hard working team ready to back my idea. So I took a brave move and e-mailed Gu about our advert. Much to my surprise they replied eager to see what we produced.
10/11/14 - I was met by Zak at college as we had decided to meet up to confirm filming locations, a song for the advert and who could be cast in our advert. I also surprised Zak with the addition of Lewis to our production team who had joined us after conflict from another group. Lewis was given some job roles and filled in on details of the advert while I filled out the risk assessment forms. We also made sure we had the permission of the local council to film in the park we wanted to film in and got a copy of the college's liability insurance for them also. We also obtained permission from the person required on campus for us to film in one of the locations we had decided on.
11/11/14 - With the permission of our tutor we left our class early in the morning and headed to the location previously agreed on for filming. We found a group of friends willing to be filmed (including Kelly's boyfriend which helped encourage the others) and got to our location. We gave them a brief of what we were doing and all were happy for filming to begin. During filming there was a awkward moment passing the cheesecake between to friends, so to loosen them up Zak ran in and snatched the cheesecake, which no one was expecting. This made everyone laugh and we decided we like the moment so much it would be in the final cut. Filming went extremely well and we were happy with the footage we got.
20/11/14 - This was the day of our filming exterior shots. We were extremely lucky that is was predicted to be a dry day to allow us to film all we needed. With the difficulty of finding a skater and the safety issues we decided to film the scene of a guy on a climbing frame eating his cheesecake. We decided to leave this footage out of the final cut due to time constraints and how it did not seem as natural as the other footage. Our next shoot took us to the park where Zak and Kelly enjoyed a romantic moment together in the front seat of my car. We had decided before hand to drop the roof of my car so we were not constrained by angles we could shoot from. We did film from both sides of the car, but unfortunately we could only use one side as our cameraman decided to act on his own and filmed one side in infra-red making one side of the car scene's footage 100% unusable and it was not discovered until it was to late to re-shoot the scene. We then relocated to my house where we could use my best friends bedroom for the final scene. This scene went extremely well however one oversight on my part was lighting. If I was to have had the time to re-shoot the footage I would have made sure there was a little bit more lighting.
Zak took the footage home on his laptop and constructed that evening a rough-cut of our advert as he knew the entire brief extremely well.
11/11/14 - With the permission of our tutor we left our class early in the morning and headed to the location previously agreed on for filming. We found a group of friends willing to be filmed (including Kelly's boyfriend which helped encourage the others) and got to our location. We gave them a brief of what we were doing and all were happy for filming to begin. During filming there was a awkward moment passing the cheesecake between to friends, so to loosen them up Zak ran in and snatched the cheesecake, which no one was expecting. This made everyone laugh and we decided we like the moment so much it would be in the final cut. Filming went extremely well and we were happy with the footage we got.
20/11/14 - This was the day of our filming exterior shots. We were extremely lucky that is was predicted to be a dry day to allow us to film all we needed. With the difficulty of finding a skater and the safety issues we decided to film the scene of a guy on a climbing frame eating his cheesecake. We decided to leave this footage out of the final cut due to time constraints and how it did not seem as natural as the other footage. Our next shoot took us to the park where Zak and Kelly enjoyed a romantic moment together in the front seat of my car. We had decided before hand to drop the roof of my car so we were not constrained by angles we could shoot from. We did film from both sides of the car, but unfortunately we could only use one side as our cameraman decided to act on his own and filmed one side in infra-red making one side of the car scene's footage 100% unusable and it was not discovered until it was to late to re-shoot the scene. We then relocated to my house where we could use my best friends bedroom for the final scene. This scene went extremely well however one oversight on my part was lighting. If I was to have had the time to re-shoot the footage I would have made sure there was a little bit more lighting.
Zak took the footage home on his laptop and constructed that evening a rough-cut of our advert as he knew the entire brief extremely well.
25/11/14 - This was our last chance to make alterations based off of the rough-cut produced by Zak. We decided to add transitions to give it touch more impact when watching and decided on some close us shots to add a more professional feel to the advert. We also had to pay close attention to continuity as one member of the group of four was eating for half the shoot but not the other half. Aside from the issue of the car footage being half in infra-red the majority of this process was problem free, only the camera man who shot the footage in infra-red did not seem to understand why the footage was not viable for the final cut. We also decided to have the advert start in black and white so that when the Gu cheesecake appears it seems to add life to they lives of those enjoying it.
The Finished Advert.
Critical Response.
On 2/12/14 was screening day to our class of peers. Our advert was presented to them and our peers were given a feedback sheet. We asked them to give us feedback on a variety of areas so we could gage what worked and what did not. Even though it was a small sample the majority of feedback was good.
Using the results from the questionnaire I compiled the findings into graphs to make it easier to gage the critical response of our peers.
What peers said about the advert:
· Appeals to a new audience
· Very profession and camera shots worked very well
· Made me want cheesecake
· Clips worked well with the music
· Gives a different view
Other feedback:
· Slide transitions were shocking to the eye but made it nice to watch
· Slightly better camera angels would have made it easier on the eyes
· Appeals to a new audience
· Very profession and camera shots worked very well
· Made me want cheesecake
· Clips worked well with the music
· Gives a different view
Other feedback:
· Slide transitions were shocking to the eye but made it nice to watch
· Slightly better camera angels would have made it easier on the eyes
Evaluation.
All in all I am very pleased with the final product. There are some small technical aspects I would have changed to improve on the final advert, for example lighting the final scene better and having a close up of the product being eaten.
I think the video does talk to the target demographic and I think the slogan we chose "It's too good for mum" would only entice mothers to want to eat it more, like reverse psychology. I think the final cut also reflects pretty well the storyboard originally conceived with only minor changes made to it. However I do feel more close up would have made it appear more dynamic.
Another consideration is instead of simply having the slogan appear at the end but to have a voice over say the slogan like many adverts do. I could also see the advert spawning a series of adverts based off the idea. A Christmas themed advert and a summer themed advert for example could be produced for different times of the year.
The organisation of the advert's schedule worked extremely well and I think our planning and preparation only helped us achieve our goals. It we had 1 more week I would have called for a couple of re-shoots such as the car so we could get both sides of the car filmed.
I would also happily work with the majority of my production team again. We had one member not arrive for a large part of the work and another acted as a conflicting force at time. However have 3 hard working dedicated members of the team who were behind me the whole time was very reassuring. I would hope my team found my leadership in the project focused and direct while also listening and accepting others ideas and suggestions.
We also received the following feedback from GU.
I think the video does talk to the target demographic and I think the slogan we chose "It's too good for mum" would only entice mothers to want to eat it more, like reverse psychology. I think the final cut also reflects pretty well the storyboard originally conceived with only minor changes made to it. However I do feel more close up would have made it appear more dynamic.
Another consideration is instead of simply having the slogan appear at the end but to have a voice over say the slogan like many adverts do. I could also see the advert spawning a series of adverts based off the idea. A Christmas themed advert and a summer themed advert for example could be produced for different times of the year.
The organisation of the advert's schedule worked extremely well and I think our planning and preparation only helped us achieve our goals. It we had 1 more week I would have called for a couple of re-shoots such as the car so we could get both sides of the car filmed.
I would also happily work with the majority of my production team again. We had one member not arrive for a large part of the work and another acted as a conflicting force at time. However have 3 hard working dedicated members of the team who were behind me the whole time was very reassuring. I would hope my team found my leadership in the project focused and direct while also listening and accepting others ideas and suggestions.
We also received the following feedback from GU.