silent night

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Silent Night A business proposal to reduce nightlife noise in Orange Street, Canterbury.

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Silent Night A business proposal to reduce nightlife noise in Orange Street, Canterbury.

The Business

As a group, we each conducted research to ensure the objectives of the brief were met.

We also individually created advertising outputs for the business which included:

- Social Media

- Leaflets

- Articles

- Websites

Mission Statement

It is vital for us as a group that we create effective media and communicational outputs.

Also to analyse the effectiveness of these outputs over the course of our research.

To help direct growth of the company through reducing noise.

To work with the community to help achieve effective ways to reduce noise on Orange Street.

Our Objectives

We have adapted our business objectives with the use of the acronym SMART:

- Smart

- Measureable

- Achievable

- Realistic

- Time

“Objectives define the entire purpose of your business (or unit) in a couple of sentences or bullet points or set of

numbers.”

Astarts with the end in mind: have clear OBJECTIVES.. 2015. A good business

starts with the end in mind: have clear OBJECTIVES.. [ONLINE] Available

at:http://www.businesszone.co.uk/blogs/richard-gourlay/do-you-have-vision-or-

are-you-just-dreamer/good-business-starts-end-mind-have-. [Accessed 06 March

2015].

good business

Smart

To develop media based communication outputs that capture the attention of the community and are effective in promoting canopies and therefore reduce noise.

To provide good quality sound proofing to different clubs and bar owners on Orange Street.

To ensure that the people of Orange Street are getting peace and quiet at night.

Measureable

The objective states to reduce noise on Orange Street.

We hope to reduce the noise by at least 85% in the next year.

Achievable

We have made our goal achievable by estimating a 85% reduction in noise within the next year – making it more of an achievable goal.

With good methods of advertisement – this will be possible.

We have done extensive research to prove the effectiveness of canopies which reassures that our proposal is achievable.

Realistic

Before we completed our long term plan – we had to ensure that our goal was realistic in terms of spreading the word with advertising and reaching out to bars and clubs to purchase our service.

We have ensured that our proposal is realistic through the research we have conducted.

We are more than aware that it MAY take longer than the time we have allocated to achieve our goal.

Time

As earlier stated – a year is our ideal time frame to establish the business idea.

Time constraints have made us realise that it is VITAL that our outputs are effective in spreading the word.

Within three months or less we could have effective promotional material.

Audience

In terms of demographics we hope to capture the attention of club and pub owners in Orange Street.

At first, we will be more likely to approach the noisier areas of the nightlife – aka bars and clubs.

With The Ballroom being particularly popular with students.

We intend to direct our proposal here first, as the canopies are most needed here at this moment in time.

Research: Canopies

“Armstrong” is a business that specialises in acoustical ceilings and walls.

The company has fitted noise reduction canopies in restaurants like Pizza Express in recent years.

“Our canopies absorb and reflect sound, creating a far

more peaceful and comfortable environment.”

The product we have chosen –the Optima Canopy Hexagon 1200 x 1200mm.

Ceiling Product Details: Optima - 2327M. 2015. Ceiling Product Details: Optima - 2327M. [ONLINE] Available at: http://www.armstrong.co.uk/commclgeu/eu1/uk/gb/ceiling_item_detail.asp?itemId=331. [Accessed 06 March 2015].

The chart below shows how the particular model we have chosen absorbs sound.

Ceiling Product Details: Optima - 2327M. 2015. Ceiling Product Details: Optima - 2327M. [ONLINE] Available at: http://www.armstrong.co.uk/commclgeu/eu1/uk/gb/ceiling_item_detail.asp?itemId=331. [Accessed 06 March 2015].

Media PlanSegment your

audience

Business

objective

Marketing

objective

Perception Message to

convey

Media tools

New customers Residents Reduce noise at

clubs means

they are able to

sleep

5 months It will allow

them to get

sleep at night.

Feature article/

Printed advert.

Existing customers Students It will be

beneficial for the

student in the

long run

3 months It will help them

has they can still

go out.

Radio/

Facebook/

twitter

Pubs/clubs To convince

them that it

will help their

business.

Help them gain

more profits and

even help

promote their

business.

2 months Why they need

it?

Promote an

event to

showcase why.

Media To promote

way to

reduce noise

to the public

To inform the

public how it will

help their

community.

6 months How it will work

and how it will

benefit them?

Poster/ signs

Theory

Harold Laswell’s 1948 model suggests “the message flow in a multicultural society with multiple audiences. The fowof messages is through various channels.”

It focuses on reaching a particular demographic, which is exactly what our business is attempting to do.

Lasswell’s model | Communication Theory. 2015. Lasswell’s model | Communication Theory. [ONLINE] Available at:http://communicationtheory.org/lasswells-model/. [Accessed 06 March 2015].

PROMOTIONAL MATERIALS

Website

Poster

Articles

Social Media

We created Facebook (above) and Twitter (right) to spread the word.