Monday, 27 April 2015
Advertising Plan
The Advertising Plan
Proposal
The Product Being Advertised
- We have identified that the product that we advertising is a bicycle for hire in Cambridge on a period from 1 to 365 days.
- There are 2 different types of bicycle on offer. One being a town hybrid type of bike, the other being a mountain bike. Both types of bikes have men and women’s specific versions.
Aims And Objectives
- After presenting portrait posters to the client he has decided that he would prefer a landscape layout.
- That tells people City Cycle Hire is THE place in Cambridge to go for a
a hire bike.
- The main selling points from hiring a bike from City Cycle Hire are; Lights, Lock, Free Servicing, Quick & Easy and Affordable.
Target Audience
- Aimed at 16-25 year old students who are mostly from foreign countries. Language may be an issue so the brief is to keep it simple and visual.
Campaign Message
- The main aim of the campaign is to show students that its less hassle and cheaper to hire a bicycle whilst here studying than to buy one.
Schedule
Launch Dates
21st January- Initial meet with client to discuss what he really wants.
28th January- Photo shoot of clients’ products to help with design.
29th January- Shoot photos of City Cycle Hires hut.
4th February- Production meeting with client to present 3-4 interpretations and creative ideas.
8th February- Email developed design and get feedback.
11th February- Meet with client to present draft for feedback for final tweaks.
25th February- Send Final poster design to client.
28th February- send designs to printers
30th February- final proof back from printers
7th March- Prints ready to go with new students coming in
-The poster will be ready to put up straight away as students at these colleges come and go on a weekly basis, as the courses are more short term than long term.
-But as the weather starts to get nicer into the spring this is the sort of time people feel like cycling.
Roles
We will be sharing the roles in this project to make the most of our time. Edwyn will be taking charge of communicating with the client and keeping on top of blog work/paper work. He will also be doing research and doing a few bits the artist needs doing. Alex will be helping the artist with ideas and also doing some of the typography work. Aswell as assisting the artist with any bits he needs doing such as cutting out photos on Photoshop. Stephen will be the digital artist taking control of what the poster looks like aswell as the technical bits to do with sizing and creating the vector art.
Media Channels
- Adam from City Cycle Hire was keen on putting the posters up himself at the colleges he has developed good relationships with because they let him put them up for free as long as the poster includes the colleges logo. Despite us advising other media channels such as local press and social media.
Potential for Audio visual Media channels
The advertising campaign could also be adapted for use in video advertising. I likely way to do this would be through a short video made for the internet. Animation would be a suitable medium for this because we can clearly set out what the campaign is focusing on. As well as this an animation is likely to be more memorable for the audience which is desirable because by linking the video with the print advert stylistically should be effective because the audience can relate one to the other.
Price
To create the design that we have discussed with Adam, will take the artist around 30 hours to piece it all up together. We have already done the photo shoots needed and altogether they took 4 hours to do. It will then take a final 3 hours of tweaking and checking the text and making sure everything is aligned. So the total hours for this project are 37 hours. We would be charging £16 an hour, which means the total price for this job will be £592 +VAT.
Legal & Ethical
- When using photographs of products in the poster. We must not include the brands logo. So we must blur or block it out.
- Make sure we have the rights to the fonts that we are using.
-Make sure that the wording we use isn’t patented to any other brand.
- See risk assessments for photo shoots.
Proposal
The Product Being Advertised
- We have identified that the product that we advertising is a bicycle for hire in Cambridge on a period from 1 to 365 days.
- There are 2 different types of bicycle on offer. One being a town hybrid type of bike, the other being a mountain bike. Both types of bikes have men and women’s specific versions.
Aims And Objectives
- After presenting portrait posters to the client he has decided that he would prefer a landscape layout.
- That tells people City Cycle Hire is THE place in Cambridge to go for a
a hire bike.
- The main selling points from hiring a bike from City Cycle Hire are; Lights, Lock, Free Servicing, Quick & Easy and Affordable.
Target Audience
- Aimed at 16-25 year old students who are mostly from foreign countries. Language may be an issue so the brief is to keep it simple and visual.
Campaign Message
- The main aim of the campaign is to show students that its less hassle and cheaper to hire a bicycle whilst here studying than to buy one.
Schedule
Launch Dates
21st January- Initial meet with client to discuss what he really wants.
28th January- Photo shoot of clients’ products to help with design.
29th January- Shoot photos of City Cycle Hires hut.
4th February- Production meeting with client to present 3-4 interpretations and creative ideas.
8th February- Email developed design and get feedback.
11th February- Meet with client to present draft for feedback for final tweaks.
25th February- Send Final poster design to client.
28th February- send designs to printers
30th February- final proof back from printers
7th March- Prints ready to go with new students coming in
-The poster will be ready to put up straight away as students at these colleges come and go on a weekly basis, as the courses are more short term than long term.
-But as the weather starts to get nicer into the spring this is the sort of time people feel like cycling.
Roles
We will be sharing the roles in this project to make the most of our time. Edwyn will be taking charge of communicating with the client and keeping on top of blog work/paper work. He will also be doing research and doing a few bits the artist needs doing. Alex will be helping the artist with ideas and also doing some of the typography work. Aswell as assisting the artist with any bits he needs doing such as cutting out photos on Photoshop. Stephen will be the digital artist taking control of what the poster looks like aswell as the technical bits to do with sizing and creating the vector art.
Media Channels
- Adam from City Cycle Hire was keen on putting the posters up himself at the colleges he has developed good relationships with because they let him put them up for free as long as the poster includes the colleges logo. Despite us advising other media channels such as local press and social media.
Potential for Audio visual Media channels
The advertising campaign could also be adapted for use in video advertising. I likely way to do this would be through a short video made for the internet. Animation would be a suitable medium for this because we can clearly set out what the campaign is focusing on. As well as this an animation is likely to be more memorable for the audience which is desirable because by linking the video with the print advert stylistically should be effective because the audience can relate one to the other.
Price
To create the design that we have discussed with Adam, will take the artist around 30 hours to piece it all up together. We have already done the photo shoots needed and altogether they took 4 hours to do. It will then take a final 3 hours of tweaking and checking the text and making sure everything is aligned. So the total hours for this project are 37 hours. We would be charging £16 an hour, which means the total price for this job will be £592 +VAT.
Legal & Ethical
- When using photographs of products in the poster. We must not include the brands logo. So we must blur or block it out.
- Make sure we have the rights to the fonts that we are using.
-Make sure that the wording we use isn’t patented to any other brand.
- See risk assessments for photo shoots.
Hut Photo shoot
From the start of when we got the brief we were all very keen on using the location of the bike shop as a prominent thing on the poster. The main reason being that its quite an iconic building and we can use this to get it into peoples heads that this is where it is. The other reason being that because his bike shop is a little bit out of town, it is important we put this connection with people.
I shot a few photos of his hut straight on so that we could use it to create assets on illustrator to work from. I like the shots i got and they are very flat which is perfect for what we need them for.
Monday, 20 April 2015
Final Designs
We have completed 2 final designs for the client which have slightly different arrangements because we were asked to create at least 2 with slightly different layouts so he could choose between them depending on the display medium that each will be used for. I am happy with the final designs and think we have achieved what we were aiming for. I also think we have successfully met the demands of our City Cycle Hire client
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