Aims, Objectives and The Audience
By producing a print advertisement to post on social networking sites, we are appealing to a warm audience (a group of people who have already brought the product before).
Although, we still want to appeal to a cold audience/untapped market. To do this we have decided to go ahead and design a print advertisement that can be rescaled and printed as a poster, and also design stickers/flyers so that there is the option to appeal to a cold audience and not just promote the company via social networking.
Campaign Message:
We are trying to raise awareness for the product - steamed buns to build a brand awareness and connect potential audiences with pop up locations of the restaurant.
Position in the Market:
Although other pop up vans would seem like the obvious competitors, this isn't necessarily the case. This is because there is strength in a number of pop up vans coming together in the same location, as they are developing a food culture which attracts audiences (people are going to be more likely to approach multiple vans then one, as they will know there will be a large variety of food to choose between). The real competition are stores like Mcdonalds and Burger King, as similar to Scrimshaws the food is cheap and quick to pick up. However, stores such as Marks and Spencer are also threats, as they offer healthy food and meal deals which are also quick to buy.
Media Channels:
- Social networking (e.g Twitter, Facebook, Instagram)
- Stickers
- Business cards
- Flyer/Leaflet (maybe with the menu in)
- Print Advertisement
- Audio-visual (web
advertisement):
Although the client has no
budget, we could still make an audio-visual advertisement which could be posted
on their social networking sites. Using a web advertisement would
reach other people who aren’t locally in the village and who can’t see the
flyers/prints. It could also display a larger amount of information, such as
multiple shots of the food offered at the pop up van and show the food being
cooked – which could be more appetising. However Jay does not currently have
his pop up van so the advertisement wouldn’t be as authentic.
Research & Target Audience:
- Students - as the food is cheap, they're studying locally, and the van is often in central Cambridge so is easy access
- Office/business workers - Scrimshaws is often located outside the offices near the trainstation for lunch and dinner
- Youth - the van travels all around the UK to many events, such as the ice rink in Cambridge and the May balls (again links to students too)
Colour Scheme & Style:
- Greens, blacks, whites and greys
- Quite minimalistic/simple yet effective (Jay didn't want it to be too busy, but straight to the point)
Ideas for the print advertisement:
(Defiantly include Scrimshaws logo, slogan/slogans and colour scheme)
1) Use feature a photo of one of Scrimshaws buns on the print advertisement (don't do a graphic as an image of the food itself is more tempting)
2) Do a graphic print advertisement of the Scrimshaws van (on Photoshop), or a photograph of his van - photo that has already been taken as the van is under construction
3) Cut on Photoshop an image of one of Scrimshaws buns down the middle, and delete the other half. Where the other half used to be add the ingredients used to make the bun
4) Feature photography of a variety of Scrimshaws buns - this shows the range, what's available, and may look more visually appealing then just showing one bun
- For business cards and stickers etc, any of these designs could be scaled down - or maybe something more simplistic such as just featuring the logo would look better
Consideration of Seasonal and calendar events:
The prints that we will design will be templates, so in each of the designs the images can be changed - meaning that the print can show different food being served each season. The theme can also be changed depending on the event. For example, if Jay chooses to bake easter themed food we can change the image to advertise that dish, but also give the template an easter theme. We plan to get the advertisement finished and ready to launch on the 2nd of March, which means if Jay does decides to have an Easter themed menu we would have enough time to edit it for the holiday season.
Production Plan Timescale:
Ideas and the brief complete: 5th February 2015
The marketing plan complete: 6th February 2015
Work out the costs for the
advertisements potential media channels: 7th February 2015
Location Recce and risk
assessment: 8th
February 2015
Concept and Pre-production: 9th February 2015
Prepare a pitch presentation for
client: 10th February 2015
Pitch the plan to client: 16th February 2015
Take into account feedback and
revise the campaign plan: 18th February 2015
Send print advertisement to
client to get any final feedback: 19th February 2015
Print advertisement and campaign
complete: 22nd February 2015
Advertisement launch date: 2nd March 2015
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