LO1: Be able to create a proposal with sample materials for an original media product to a client brief
OVERVIEW OF PRODUCT
My product is going to be a print product. I have chosen to make a poster and a leaflet as promotional material for the new regional culture award as a part of ‘The Culture Campaign’.
DISTRIBUTION AND MARKETING METHODS
My product would be printed and then put up around the town in places like shop windows and bus stops as it is local advertisement. This would attract my target audience as people aged 16-40 tend to spend a lot of time in towns and shops. Whereas the leaflet will be printed and then distributed by post and maybe placed in local attractions like the museum to be taken by its visitors. I could also cross promote by posting it on social media such as Instagram where I could make a post and then post on my story also so that more people will see it, Twitter and Facebook. On all of these social medias I could tag people such as Doncaster council and use hashtags such as #culture which could allow more people to see it. This would also be good for my target audience as most people over 16 are on some form of social media. Also social media adverts are targeted to peoples interests so this means that it will likely reach people who would be interested and enjoy culture. It will most likely be above the line advertising. This is good because it doesn't limit the amount of people who see it and it allows it to be seen by a large number of people therefore widening the span of the message.
However, since my product will target more of a niche audience, with the leaflet it will also have an aspect of below the line advertisement as when people look at leaflets they tend to only pick up the ones that interest them. This would enable it to reach the target audience as only people interested in culture would be likely to look at it.
TARGET AUDIENCE
It will be suitable for all ages how I believe it will more interest people over 16 as they would be more interested and involved in different cultures, specifically explorers and reformers but it could also interest some mainstreamers. Also there probably won’t be as many people over 50 interested as they are less likely to want to be involved in other cultures due to their ‘beliefs’. It is aimed at all genders as anyone can be interested in culture by but I believe that there will probably be higher interest shown from females. As it is a cultural event it should interest people of all cultures and ethnic backgrounds. It will probably bring in people based in the local area because it is a local event. I feel as though these events are more niche as not all people will be interested however it is definitely bordering mainstream. I believe it should be targeting all social grades however I think the lowest Percent of attendance would be from A and E. It should be suitable for all sexualities as everyone should be welcomed and accepted. Most events are either free or relatively cheap meaning almost all people will be able to attend.
PURPOSE, FORM AND GENRE
Its purpose is to promote Doncaster as a place of culture and help educate people about different cultures. It may also be informative of events that will be occurring. It needs to bring guests to the event and establish a following for these kinds of events. The form of my print media product is a poster and a leaflet. The genre of my product is culture. This links to Dennis McQuails theory of uses and gratification which states that people use media for their own purposes such as escapism, surveillance, building personal relationships or building personal identity. My product would likely fall under the surveillance category.
PROPOSED CONTENT
For my product I will use different layout convention for instance I will include the title in the middle of my poster. I will most likely use bold sans-serif fonts (without flicks like Arial). I will use bright colours and contrast to attract the attention of viewers and I will use bright and colourful images as I believe that it would attract the most attention. I will need to include the logo and the website along with social media accounts. I will need to think about the use of key images as will as secondary images and to do this I will include some images of Doncaster that I have taken myself in places such as the wool market as it has food from a lots of different cultures from around the world. I may need a slogan that would be something along the lines of ‘culture surrounds you’. I will use the pronoun ‘you’ as this makes it more specific to the reader. This links to Manuel Alvarado’s Racial representation theory (1987). This theory states that representations of ethnic minorities are limited and stereotypical. The representation of ethnic minorities is quite often negative and harmful for the minorities. That is why I will be inclusive and present everyone in a respectful and equal way. I will use anchorage with these to label the images with locations and such. This will make it easier for people to understand and know what is happening. I will be using a contrasting colour scheme with a light to dark purple gradient from the middle outwards. The connotations of this are that purple relates to royalty and power. This links to the brief because it relates to the fact that culture is a powerful thing. Therefore, this sticks to Steve Neale’s theory of repetition and difference in genre. This also relates to the power of the people and the strengths of community and then I will include colourful images and light pink text. For the leaflet I will need to include information about the culture campaign and Doncaster’s culture. This will include things such as food, the Yorkshire wildlife park and music to educate people on what is going on in Doncaster. There will also likely be adverts for local business' and possibly things like the Yorkshire wildlife park as it will be talked about in the leaflet. I will also need to include images like on the poster. I will need to include social media and the website link for the campaign so that people are able to look it up and find additional information.
MAIN OBJECTIVES AND INSPIRATION / WHAT I WANT TO ACHIEVE
It will promote Doncaster and its cultures by informing people on some events and past accomplishments. My idea of success is to inform the people of Doncaster and surrounding areas of the new culture and events in which people can learn about them. It will also have to look appealing in order for people to be interested. To achieve this I will need to use bright colours and interesting Images. I also don’t want too much text as many people won't take time to read it as it would take them too much time out of their day when they might be in a rush whereas pictures are not only less time consuming but also more aesthetically pleasing. My inspiration was other advertisement posters such as the Coachella posters and other colourful posters. in the coachella poster, the background shows pictures of mountains and a sunset which was probably chosen as it is similar to the location and the themes of Coachella. The writing on the poster tells people the dates and the acts performing on those dates which allows people to know what is occurring and when it will take place. the addition of the act names allows people to know if it is something they are interested in and for people who may not have been initially to change their minds. The writing is fairly easy to read and this allows it to be accessible to the most amount of people. I want to achieve an attractive and colourful poster which is inclusive and will attract attention like these examples.
COMPETITORS
I will be competing with other festivals and cultural events in the Doncaster Sheffield area. There are often quite a few posters and leaflets around for other things as they are popular for advertising events so in order to make mine stand out It must be colourful to attract attention. It. Just also have images related to the event or from paste events so that people get an idea of what will happen at the event.
Some personnel I may need are a graphics designer, a photographer, a typographer and a copywriter. Some resources I will need are a printer, a computer and Graphic design software such as illustrator and Photoshop. I will be using these softwares as I am most confident in using them and they will allow me to produce work of a high standard.
SAMPLE MATERIALS
Sample material 1- Mood Board
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