Production Plan 2

Poster Design Plan 2

Production materials and visualisation

Vintage cycling posters that were used to advertise races and brands off bike inspired this design. It is a very distinctive style that is widely associated with cycling so we thought it would be a great way to advertise bikes for hire. This kind of style has started to come back into fashion with younger people so we thought this would be the perfect way to connect with this audience.

These are a few of the retro cycling poster designs we took inspiration from

We were really keen on the idea of using the hut and the path leading out, it gives the company a welcoming feeling and like it’s the place to go. We have used the Cambridge skyline again to reinforce this feeling of cycling being a way off life in Cambridge. The colour pallet in this design is very warm and bold. It fits with the vintage look when the colours are slightly off. We haven’t included any text in this design but it would have the company’s name over the top and also some more information such as contact details and price. This is the style of font that we would be using for the text. It is an art deco based style and we have adjusted it on Photoshop by adding a think stroke. This poster is aimed at a larger budget and what we think would be the most effective. 

Our font considerations are in keeping with the style of our inspiration posters. We researched a number or art deco fonts and colour schemes resulting in narrowing down to 3

Betty Noir

We like the general style and the letters we will need are what we would be happy with.  Altough some of the lines are quite thin and this may create legibility issues

Bebas Neue

Bebas neue is a modern interpretation of an art deco font. We enjoyed the elongated hight of the letters whilst still being bold with thick letters which si desirable for us to create maximum impact on out print advert.

We are working with the same colour scheme as our other print design ideas which preddomnatly contains yellow and black well as other colours such as white, orange and green to create the warm, welcoming and vintage style poster we are aiming for.

We would like to include the cambridge skyline in the print design. We want an illustrated version for the poster and decided to use photos of cambridge as the starting point.

Source-Google images

Potential Development
We have worked on other ideas that we could include include in the print advert to develop it. This could potentially include photos of the products/services that City Cycle Hire offer. We are planning on meeting with the client to discuss this potential development as well as including more information such as website, phone number and price list. We wanted to have a good idea of the style of the advert before we could develop the content further. We are aiming to tailor it to the clients needs, so we are factoring in further development through conversations with City Cycle Hire into our plan

Target Audience
This particular version of out print advert is likely to appeal to quite a wide rang of people but with the focus on the leasure cyclist of between 18-45. We decided that the vintage poster style would appeal to customers who are looking to use the hired bikes for leasure cycle rides rather than commuting to work. The poster is tailored to appeal to an older audience because they can relate to the vintage style look. We also took into consideration younger customers and specifically tourists because we feel the style is fashionable at the moment and including the Cambridge sky line is a good way to show them a stylish way to explore cambridge

Risk assessment

We have created a risk assessment for our photo shoot of the hut

Subject of photo shoot: City Cycle Hires location. Location: Fen Causeway/Newnham Date:29/2/2015
Photographers: Alex Davies 

Hazard	Persons who may be harmed	Property which may be damaged	Risk controls already in place	Risk assessment	Action required if risk occurs
Cycling to and from location on busy roads.	Alex Car drivers	Bike, Camera and items on person. Car.	Cycle safely on cycle lanes and on quiet streets. Mobile Phone with him	LOW	Call for help. Hopefully passers by will stop and help.
Standing next to busy road when taking photos.	Alex Car drivers	Bike, Camera and items on person. Car. Street furniture.	Keep a safe distance. Being aware of surroundings.	LOW	Call for help. Hopefully passers by will stop and help.

Recce Report 

Location Planned for shoot

Timescales and budget

The poster would be exported for print form so that it could be printed up to A3. The cost for 50 posters to be printed at Print Carrier would be around £35 and these would be delivered to the client directly from the printers. We have found local pritners in cambridge so that and delivery charges will be kept to a minimum

For this to be produced it would take about 30 hours of the artists time so we would aim to have it done by the 15th February.  With varying work days this is a safe estimate and is managable to finish before this date

We would create all of the assets for the design from scratch so there would be no issues with copyright there. The font is called Grenadier NF and is free for commercial use so there wouldn’t be any extra costs there.

Production Plan 1

Production Materials and visualisation.

For our first print advert concept we decided on the assets we would need and we then collected them. this includes arranging a photo shoot of the hut that we want to feature in the advert. We will need to take photos of the hut. Choosing a sunny bright day would be ideal so that we have the best lighting conditions for shooting in. We plan to make an illustration out of the photo of the hut. Planning to use Adobe Illustrator so we can achieve the style we want which includes sharp, clean cut lines and vibrant colours. These are some visualisation sketches for the hut illustration asset

This is a very stylized poster designed to capture people’s attention with the fonts and colours used. The ‘Lighthouse’ font has been used because we associated it with the Cambridge way of life and think that it would appeal to young students as well as adults. We have kept the wording very minimal and straight to the point. The actual version would include contact details such as a phone number and website address. We have used a wheel to make it obvious that is to do with cycling and also City Cycle Hires hut to make their location familiar with the people seeing it because we think this is a unique selling point. The colour scheme is yellow and black because these are the colours that are currently associated with the business as well as them being very bold, eye catching colours. This poster is aimed at a mid range kind of budget.

This was one of the fonts that we are considering "Lighthouse' we think stylistically it is appropriate. Possible problems may be with legibility so we will make sure we contrast black and yellow effectively

We decided that we were going to use predominantly yellow for the advert with different accent colours such as orange, black and white.

Further development potential

We feel that the poster its self is a good representation of the image of the company that we are trying to create. Although we realise that there is potential to improve and develop the poster. Specifically to fit the needs of the customer base. It is likely that we can include more information which we would need to make as simple as possible so that the tourist audience second whos language is English will be able to quickly understand the prices, contact info and service provided

Target Audience
One of the largest customer bases that we found during the conversations with the client was that forgein language students, usually aged from 18-22 were a big target audience. With this as a consideration we decided that we would include iconic cambridge imagery such as kings college skyline so that they can immediately identify the company as a Cambridge based one and we are illustrating the potential to explore the city


Risk assessment

We have created a risk assessment for our photo shoot of the hut

Subject of photo shoot: City Cycle Hires location. Location: Fen Causeway/Newnham Date:29/2/2015
Photographers: Alex Davies

Hazard	Persons who may be harmed	Property which may be damaged	Risk controls already in place	Risk assessment	Action required if risk occurs
Cycling to and from location on busy roads.	Alex Car drivers	Bike, Camera and items on person. Car.	Cycle safely on cycle lanes and on quiet streets. Mobile Phone with him	LOW	Call for help. Hopefully passers by will stop and help.
Standing next to busy road when taking photos.	Alex Car drivers	Bike, Camera and items on person. Car. Street furniture.	Keep a safe distance. Being aware of surroundings.	LOW	Call for help. Hopefully passers by will stop and help.

Recce Report 

Location Planned for shoot

The poster would be exported for print form so that it could be printed up to A3. The cost for 50 posters to be printed at Print Carrier would be around £35 and these would be delivered to the client directly from the printers.

For this to be produced it would take about 20 hours of the artists time so we would aim to have it done by the 10th February.

We would create all of the assets for the design from scratch so there would be no issues with copyright there. But we would have to purchase the font if we were to use it, which would cost around £38. If the client didn’t want to spend this on this font but likes the styling we would work with them to find something similar for a more affordable price

UNIT 1 POWERPOINT

Effect Frequency

The campaigns frequency is how many times someone is exposed to the message of the advert. W+K have chosen to keep one central phrase "makeitcount" which they have maintained throughout the campaign. Although they have presented this slogan in many different mediums. Which means they are maximising the effect frequency of the advert, whilst variating the sports people, and mediums (video, print, billboard .etc) This means they can maintain the central message they are trying to portray and also hold the attention of the audience who see them, rather than one sports person or one medium which is likely to become over used and the audience is likely to become un interested. Another technique Weiden + Kennedy have used to increase the effect frequency of the campaign is the social media aspect. The use of the hashtag #makeitcount means that they can maximize the frequency with relatively little investment and work because members of the public using the hashtag. They also paid to feature the hashtag on twitter which would further increase the frequency and likely to people that don't live in an area where they are exposed to the billboard or bus station advertising

Location Scouting report Studio photo shoot

Time Scales and Budget research

Printing costs

With the website we were looking at called cheapest print online, it would take 7 days with standard delivery for the posters to arrive, with express delivery it would take 2 days and with fast track it would be next day delivery. This averages out to around 5 days on average for the posters to be delivered.



This is the evidence of my research into the costs of the prints and to show the price in total. It would cost you £17.34 for 7 day delivery for 50 gloss paper prints of your own design.


This gives us 7 days to work on write ups and other written work to be completed.





The photo shoot
The photo shoot we did in the studio was very helpful towards the poster. We got the images of the products that we needed.

For the shoot we needed a college camera (DSLR) and the studio with the help of Mel for the lighting and Adam and Stephen prepping the products as he wanted them photographed while Alex and my self were in charge of taking the photos.

This photo shoot took up a lesson of our time and Adam had to travel in. This is something we would have to consider to add to what would be the amount of payment in a real job with a client. It would average to around £35 an hour every time he came in. For the 4 times he came in for an hour and a half it would have added up to £210 pounds.

Advertising Guidelines

Advertising Guidelines

These are the basic advertising rules and guidelines that we will have to take into careful consideration when advertising for City Cycle Hire.

1. Overview

All marketing and advertising must be:

• an accurate description of the product or service
• legal
• decent
• truthful
• honest
• socially responsible (not encouraging illegal, unsafe or anti-social behaviour)

There are regulations that restrict what advertisers can and can’t do.

As well as the regulations, there are 2 advertising codes of practice that you need to follow to help you advertise legally.

You must describe your product or service accurately.

Requirements for specific products

There are also specific requirements that apply to certain sectors, such as:

• food
• alcohol
• beauty products
• environmentally friendly products
• medicines
• tobacco

For example, you can only claim your drink is ‘low in alcohol’ if it contains between 0.5% and 1.2% alcohol by volume.

Data protection

If you’re gathering, storing or using information about customers or potential customers, you must also protect their data.

2. Regulations that affect advertising

Advertising to consumers

The Consumer Protection from Unfair Trading Regulations mean you can’t mislead or harass consumers by, for example:

• including false or deceptive messages
• leaving out important information
• using aggressive sales techniques

Read ‘The consumer protection from unfair trading regulations’ for the rules on advertising legally.

Advertising to businesses

Advertising to businesses is covered by the Business Protection from Misleading Marketing Regulations. As well as being accurate and honest, you must not make misleading comparisons with competitors, that includes:

• using a competitor’s logo or trademark, or something very similar
• comparing your product with a competitor’s product that’s not the same

3. Advertising codes of practice

There are 2 advertising codes of practice that describe how businesses should advertise.

They cover all kinds of promotional communications, depending where the advert or promotion will appear.

Non-broadcast media

The Committee of Advertising Practice code has rules that cover non-broadcast advertising (eg print, online), sales promotion and direct marketing (eg telesales and email).

The code specifies standards for accuracy and honesty that businesses must stick to, including specific conditions, eg:

• advertising to children
• causing offence
• political advertising

Broadcast media (eg TV, radio)

You must follow broadcast codes that cover issues including taste, decency and product placement.

As well as setting standards about accuracy and honesty businesses must stick to, they also have rules about things like scheduling.

General broadcasting rules

You also need to follow rules about taste, decency, product placement etc that apply to all broadcasting.

These are called ‘broadcast codes’. Find out more about them on the Ofcom website.

Enforcing the rules

The rules are enforced by the Advertising Standards Authority (ASA).

Anyone who thinks advertising rules have been broken can complain to the ASA within 3 months of the advert appearing.

If an advert breaks the rules, it may be withdrawn. If the product doesn’t match the description or the advert breaks the law, you could be prosecuted.

4. Describing your product

You must describe your product accurately. This means if you make a claim about your product, you must be able to prove what you say.

Prices

Your adverts must describe the actual cost accurately, including any ongoing or associated costs (eg subscription fees) and taxes (eg VAT).

Concept design ideas and sketches

Design Ideas

After our first meeting with Adam we all had lots of ideas floating around the place so we decided to all sketch out basic concepts and ideas that we liked. These are the doodles and drawing that we did to help take our ideas to the next level.

We were all very keen on the idea of using the location of where they sell the bikes as a prominent part of the poster as it helps people to visualise where they are located and also it is quite an authentic selling point. 

Below are a series of initial sketches that show the development of our ideas scanned in:

College social networks

College Research, Cambridge

LSI - Tenison road
Bell Cambridge - Red Cross Lane
EF - Hills Road
Central Language School - Saint Andrews Street

EF have exclusive cycle hire. We're not 100% whether this is city cycle hire or whether they have their own cycle hire.

They are all spread out very widely across Cambridge. This gives the cycle hire opportunities to postion  themselves bang in the middle and also to spread the advertisements all over the place. They all convey the idea of Cambridge being a very beautiful city and they show off the assets of the city. E.g punting, cycling, the universities, the rivers and the meadows.

I decided to look into the students in the colleges we are targeting the advert towards and how they access social media and information from their colleges

Anglia Ruskin

https://www.facebook.com/angliaruskin?fref=ts

Churhill
https://twitter.com/churchillcol
http://instagram.com/churchillcol/

Pembrook

https://twitter.com/pembroke1347

Sydney Sussex

https://twitter.com/sidneysussex

Clare College
https://www.facebook.com/ClareCollegeCambridge
https://twitter.com/clarecollege

Caius College
https://twitter.com/caiuscollege
https://www.facebook.com/caiusadmissions

Kings
https://www.facebook.com/Kings.College.Cambridge


Jesus
https://twitter.com/JesusCollegeCam

Trinity
https://twitter.com/trinity1546
https://www.facebook.com/TrinityCollegeCambridge

Selwyn
https://www.facebook.com/Selwyn.College.Cambridge
https://twitter.com/selwyn1882

Emmanual
https://twitter.com/emmacambridge
https://www.facebook.com/EmmanuelCambridge

Corpus Christi
https://www.facebook.com/pages/Corpus-Christi-College-Cambridge-Admissions-and-Schools-Liaison/253492954695564

CCSS
https://twitter.com/ccsscambridge