Absolutely Everything. The real one.

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1. S H E L B Y L U C I E R , S H A R M I N Y O U S U F & C H R I S T E N S A P T O U T H I S P O W E R P O I N T W A S C R E A T E D B Y S H E L B Y L U C I E R . M O S T W O R K W A S T A K E N F R O M T H E S C S A G E N C Y B L O G , B U T H A S B E E N E D I T E D . A L O T . Absolutely Everything Backstitch Production 2. Balzanos Delicatessen: Research As one of our 3 choices for advertising clients, we thought we'd think a little outside the box and go with one that wasn't on the list of choices for clients. That way it'd be more unique and different from everybody else's in the class. I (Shelby) suggested Balzano's Deli in Cambridge as one of our client ideas. When digging into the research area, I realized that there wasn't much about Balzano's online. All there really is that they themselves monitor and post for, is a Facebook page. Initial Planning & Research Slide 1 3. B A L Z A N O ' S D E L I H A S B E E N A N O N G O I N G F A M I L Y B U S I N E S S F O R T H E P A S T 4 0 Y E A R S ( O R M O R E ) . I T ' S L O C A T E D I N V E R Y C E N T R A L C A M B R I D G E , D O W N C H E R R Y H I N T O N R O A D . E V E R Y D A Y A T A R O U N D 4 A M T H E B A K E R S A R E I N T O S T A R T B A K I N G B R E A D A N D P I Z Z A S F O R T H E D A I L Y S A L E S A N D L A T E R O N I N T H E M O R N I N G F R E S H P A S T R I E S A R E A L S O B A K E D . T H I S I S A G O O D P L A C E T O A D V E R T I S E B E C A U S E T H E Y ' V E A L R E A D Y G O T A R E A L L Y S T R O N G B U S I N E S S G O I N G S O B U D G E T S F O R G O O D S O U R C E S O F A D V E R T I S E M E N T W O U L D B E E A S Y T O G A I N A N D I T H A S A S E L E C T I V E R A N G E O F C U S T O M E R S T H A T C O U L D E A S I L Y B E B R A N C H E D O U T E V E N F U R T H E R T O A W I D E R R A N G E O F A G E S . T H E Y ' V E A L S O O N L Y G O T F A C E B O O K A N D A F A N T A S T I C W O R D O F M O U T H T O G E T T H E G O O D R E V I E W S A N D N E W C U S T O M E R S - H O W E V E R , T H E Y C O U L D E A S I L Y G O M U C H F U R T H E R A N D P U T U P M O R E S O C I A L M E D I A N E T W O R K S A R O U N D . W E T H O U G H T T H A T T H E B I L L B O A R D I D E A W O U L D B E A G O O D O N E A S W E F O U N D O U T T H A T T H E P R I C E T O P U T O U R A D S U P I S R E A S O N A B L Y S M A L L P E R M O N T H , A N D T H E B I L L B O A R D W E W E R E L O O K I N G A T W A S A P A R T I C U L A R L Y G O O D L O C A T I O N A S I T W A S J U S T A 1 0 M I N U T E W A L K U P T H E R O A D I N T H E L E I S U R E C E N T R E I N F R O N T O F C I N E W O R L D . A N D E V E R Y B O D Y K N O W S T H A T T H A T I S T H E K E Y L O C A T I O N F O R H I L L S R O A D S I X T H F O R M C O L L E G E S T U D E N T S T O G O F O R L U N C H . Balzanos Delicatessen: Research Initial Planning & Research Slide 2 4. Nanna Mexico: Research Nanna Mexico is located in two places in Cambridge: 29 Petty Cury 33 Regent Street Cambridge Cambridge CB2 3NB, United Kingdom CB2 1AB, United Kingdom Nanna Margarita used to live in Mexico City created the first Nanna Mexico in 1958. She was a single mother with seven kids, who desperately needed some food. Times were hard but one day Nanna Margarita set off to go out on the street with her kitchen table laden with fresh ingredients. From that day on Nanna Margarita created the Nanna Mexico, she turned market-bought ingredients into mouth watering meals for the local factory workers. Nanna Mexico is not just about the delicious food but also has a story of struggle behind it. The fight for survival Nanna Margarita had with her seven kids and the passion and motivation within her to bring Nanna Mexico to life. Nine years ago Luis had a passion to bring his Nanna's Mexico to the UK, to bring the smell, the colours, the textures, and most importantly, the ingredients of his Nannas kitchen are what you will find in his Nanna Mexico. Luis has come a long way from the table in the streets but as Luis says: "I like to think that my role now is the same as my nannas was way back then. To serve you delicious, fresh food to nourish you for the day ahead." Initial Planning & Research Slide 3 5. Nanna Mexico: Research This is the logo: They have many ways of promotion. One way is their Nanna Mexico van. Initial Planning & Research Slide 4 Also another way to get their customer coming in is with the advertising they have on their website: http://www.nannamexi co.com People love offers and feeling like they have got something good value. The 10 every evening for a main item, chips and salsa any drinks and dessert is a great offer and will draw attention to many people, such as families and people on a night out. The Student Monday is a great appeal to all the students studying in Cambridge. Theyre always looking for cheap but good value. They also advertise their social media networks on their website. They say, Follow us on Twitter and grab an offer every Tuesday. This is giving the customers a hope of offers and a great meal out. 6. Backstitch: Research ADDRESS: Backstitch Burwash Manor New Road Barton Cambridge CB23 7EY Alice Synge is happily married with two boys (aged 4 and 7). She is also the founder and owner of Backstitch Co,. Backstitch originally started in her home office while she was looking for 'the business idea' that will change her lifestyle. Alice finally decided she wanted to sell fabric online in 2010. Only recently she opened her first Brick and Mortar store in March 2014. By opening a retail premises the business has changed rapidly. It has come much further then where she started off. Alice's day starts with Backstitch when doors open 10am until they close at 5pm. Initial Planning & Research Slide 5 Burwash Manor has 17 different units, including cafes, shops and even a haberdashery, that bring something different to the community. They've been up and running for 20 years and are still expanding. Later this year, the farm is hoping to open a new restaurant. This is ideal for a day out for families. Farm life are also available to see and at Christmas time, you can even buy a Christmas Tree! The store itself is a fabric and haberdashery retailer that sells contemporary patterns, books, fabrics and haberdashery for quilters, dressmakers and crafty sewers. *** Backstitch also have various classes in dressmaking, embroidery, hand sewing, machine sewing and quilting for anybody, no matter what the level, at the main shop. It is located on a farm at Burwash Manor in Barton, just outside of Cambridge. 7. Branching Out They advertise in many different ways, such as their website: http://www.backstitch.co.uk/ By going on the website, you will also see the many different networks that Backstitch is subscribed to such as email, Facebook, Twitter, Pinterest, Instagram and Flickr. Backstitch: Research Initial Planning & Research Slide 6 8. Advertising Plan Proposal Identifying: Our brief is to advertise the haberdashery store Backstitch, located in Burwash Manor. They sell fabrics, threads, buttons etc. The store owner also holds classes that vary from beginner to advanced levels. Although our main aim is to advertise the product of the store, it is also to advertise the sense of community in hope to be a part of a bigger audience one day. Our aim is to share the Backstitch experience with new people so that they can interact with the Backstitch shop and feel free to get advice on haberdashery. The objective of advertising the store is to make it known to potential new customers. The target markets that the client wants to reach are: Young women/men whose hobbies include craft, students that are taking a course in textiles or fashion, people with more experience with sewing etc. For this campaign we wanted the message to be short and sweet something that is catchy but more importantly, something that defines Backstitch and the theme that we are going for. Below is the campaign message we came up with: We are trying to bring a fun and interesting spin to haberdashery into our new generation and keep the past generation up to date with new exciting designs. 9. Campaign Meeting Schedule Campaign Schedule Containing: We need to meet with the client and discuss a few objectives: 1st meeting - We will discuss the clients wants and needs and show our initial designs and see what they think and if its along the lines of what she was thinking. We will also so discuss budget and location. 2nd meeting - We will come back to the client having done the research with development of our designs and the cost of production, get feed back and anything she wants to add on to the design. 3rd interaction (with client should be via email) - Send the client the final design proposal. Feedback on if they want to follow through with production. If so, what quantities are needed? 4th interaction (with client should be via post (to the store) - including the print advertisements requested. 10. Production Plans & Processes Sticker Development 7.5cm width 6.5cm width 8.5cm width Practicing the Logo 11. Meeting/Communication with Client: Schedules & Dates We also had to ask the client if there were any promotional offers she would like to include in the typography of the designs. We also needed to understand whether the print based advert we were going to create needed to be a classic design that can be reused so the client saves cost. On the other hand if she wanted to make the adverts more seasonal, like ones that would be trending during holidays etc, this would bump up production cost depending on colours and quantity of objects in the design. This was not included in the brief the client sent over so it would be an important to enlighten them if they had not thought of it. 12. Initial Print Based Ideas Pricing & Details (Researched) Press Mag Media between 2000 and 3000 (No. 0845 619 5566) SCC Newspaper (Colour, midsection) 2102 AW House 250 (5 pages, A5) Booklet 311 (30 pages, A5): no. 0202 291 7258 Billboard No. 0865 643 1020 InstaPrint (Stickers) 3.7x3.7cm (Circular) 100 copies for 9.00 and15,000 copies for 135.00. 13. POSTCARDS: The client didn't like the use of people in the postcards, so [Shelby] had to come up with a new concept for the cover. METHOD OF MEETING For each idea that we presented, we took notes on the ideas that she liked, disliked and any changes shed like us to make. We also recorded our whole meeting so we could track back later on anything that we might have missed. Hand-Sketched Prototype 1 Hand-Sketched Prototype 2 Hand-Sketched Prototype 3 14. The Stickers Initial sketches, notes and ideas 15. WE DECIDED We decided to completely scrap this idea and to just simply stick to the postcard idea and the sticker idea as they are both simple, yet effective. THE VIDEO ADVERTISEMENT Alice said that she felt that these ideas were too ambitious for such a small business and shed rather stick to print-based advertisements. She feels that, again, using models/customers as models would not represent the customers the way she wants them to. She also has concerns about needing to pay the models, costing her business more money. 16. Feedback Absolute Deadline for 2 Final Products - Friday 13th February Resources & Equipment We Will Need - Tripod & Camera (With a Memory Card & Full Battery) - Fabrics from Backstitch shop to take images of - Adobe Photoshop & Adobe Illustrator (Laptop) Time Budget - Sharmin taking photos of everything & recording meetings - Christen designing sticker and printing - Christen making final notes - Shelby designing postcards and printing - Shelby editing notes made - Shelby contacting Alice when needed This activity will take 9 hours minimum (this is including bus journey, walking time and lesson time). Each bus ticket costs 4.20 per person (for a Day Rider). Minimum wage for an Under 18 is 3.79 per hour. Lesson hours per week 7 and a half hours. 3.79 x 7.5= 28.43 7.5 x 5 weeks = 37.5 37.5 x 3.79 = 142.13 142.13 + 4.20 + 4.20(bus money) = 150.53 each (This is not including printing costs) 17. T H I N G S T O C O N S I D E R : W H O C O U L D T A K E O F F E N C E T O O U R C U R R E N T A D V E R T I S E M E N T I D E A S ? - Using the terms old and old and young could be considered ageist. -H O W T O S O L V E T H I S ? - Use more politically correct statements. Legal & Ethical Issues 18. C O P Y R I G H T G R O U N D S ? A N I M P O R TA N T TH I N G TO R E M E M B E R I S TH A T A L I C E WA S TH E F O UN D E R O F A L L O F TH E D E S I G N S , S H O P S E TC . G I VI N G F UL L C R E D I T TO H E R O N E A C H A D VE R TI S E M E N T I S I M P O R TA N T. Legal & Ethical Issues 19. S E X I S M T H E H A B E R D A S H E R Y A N D A L L T H A T I S I N C L U D E D W I T H I N T H E A D V E R T I S E M E N T C O U L D B E C O N S I D E R E D P A R T I C U L A R L Y G I R L Y A N D C O U L D B E O F F E N S I V E T O S O M E W H O W A N T C I V I L R I G H T S . H O W C A N W E S O L V E T H I S ? T H E P R O D U C T O F H E R S T O R E I S N O T S O M E T H I N G T H A T N E E D S T O B E S O L V E D O R C H A N G E D . I T S A H O B B Y S O M E H A V E A N D O T H E R S D O N T . H O W E V E R , H O W I T I S A D V E R T I S E D T O T H E W O R L D I S A D J U S T A B L E A N D C A N B E M A D E T O L O O K E Q U A L T O T H E A U D I E N C E . W E C A N D O T H I S B Y A D J U S T I N G C O L O U R S , T H E M E S , F O N T S A N D M E S S A G E S T H A T A R E S E N T O U T T O T H E A U D I E N C E . Legal & Ethical Issues 20. Hazard Who could be harmed? How is it controlled? What further action is necessary to control all risks? Having to stand if the bus is too full Us, and everyone around us By making sure that we are securely holding onto the handles If the bus is at full capacity, wait for another. When getting off the bus, we will need to cross where there is no designated crossing Everyone crossing the road Inform one another that there is an unsafe crossing. Stop, look & listen for any cars that could be passing by. Walking towards the farm, there will be no pavements Everyone walking towards the farm Inform team members that they must be extra aware of vehicles Remove all earphones and anything that could block our vision/judgement In the shop there may be objects on the ground Everyone in the shop Being aware of surroundings including people & objects If one sees something on the ground that could be out of place, pick it up or clear it away Risk Assessment 21. Planned Route 22. Visiting the Shop 23. T H E S E A R E T H E P I E C E S T H A T [ S H E L B Y ] D E S I G N E D . A L I C E S T I L L W A N T E D S O M E A D J U S T M E N T S T O B E M A D E , S O I T W A S D E C I D E D T H A T T H E Y W E R E N O T T H E F I N A L S . Postcard Semi Finals Logo Website All of the Social Network Sites Included Slogan Logo Website 3 Main Social Networks Used by Client Social Network Logo Slogan Logo Website All Social Networks used by client Slogan 24. W I T H B A C K S T I T C H C O L O U R S C H E M E S A S T H E B O A R D E R A N D T H E F O N T & F O N T C O L O U R S . L O G O , W E B S I T E A N D 3 M A I N ( M O S T F R E Q U E N T L Y U S E D ) S O C I A L N E T W O R K S U S E D B Y C L I E N T F O L L O W E D B Y S L O G A N T O T O P I T O F F A N D M A K E I T L O O K C L E A N C U T . Postcard Finals Shelbys Design (Front) 25. W I T H B A C K S T I T C H C O L O U R S C H E M E S A S T H E B O A R D E R A N D T H E F O N T & F O N T C O L O U R S . L O G O , A D D R E S S O F S H O P , C O N T A C T T E L E P H O N E N U M B E R F O L L O W E D B Y B A C K S T I T C H E M A I L A N D A S U M U P O F W H A T T H E C O M P A N Y I S T O T O P I T O F F A N D M A K E I T L O O K C L E A N C U T . T O T A L F O R 2 0 P O S T C A R D S P R I N T E D I N C O L O U R - 9 0 0 Postcard Finals Shelbys Design (Back) 26. U S I N G A M I X T U R E O F T H E C O L O U R S C H E M E S B Y B A C K S T I T C H , A N D A F O N T T H A T W A S N O T P R O V I D E D B Y B A C K S T I T C H C O M P A N Y . T H E L O G O W A S P R O D U C E D B Y U S I N G A M I X T U R E O F A D O B E P H O T O S H O P A N D A D O B E I L L U S T R A T O R . T O T A L F O R 3 0 0 S T I C K E R S P R I N T E D I N C O L O U R - 2 7 . 0 0 Sticker Finals Christens Design 27. FINAL A1 Sheet We made an A1 to display each phase we went through from initial design to the final outcome. We produced two designs for two products - a postcard and a sticker, that would be manufactured to the client's desirable quantity.