The document provides instructions for pitching a promotional video idea to a client. It emphasizes relating the pitch back to the client's original criteria and commission brief, and structuring the pitch to be concise, persuasive, and address the assessment criteria of production feasibility, relevance to the brief, and clear communication of ideas. An effective pitch should introduce the idea, outline the content and style, explain how it will appeal to the target audience and fulfill the purpose, demonstrate how it suits the client institution, and summarize why it will be a successful idea for the client to commission.