final production plan

Final Production Plan

Dates and Timescales
Production launch - June 20th 2015
With the new season line of clothing coming in for summer we feel that this would be the best time to launch the advertisements. 
Artwork with client by end of march, proofs from printer first week of april, webspace and cookies brought through april.

The Final deadline is for the 9th of February,for the adverts to be complete, but the client is unsure about when to launch the advertising so we have advised that they start circulation around the 21st of February as this is a week after Valentines Day so they will not go unnoticed in the overabundance of adds for products for Valentines Day.

These advertisements have had 2 weeks where we are able to work on them for 10 and a half hours so in total we have had 21 hours to complete the advertisements and other tasks.

Resources and Equipment
A company to print the flyers to 

The resources i'm going to require to complete the advertisements are; The photos of the fabric from the backstitch website, a computer able to run while using high-definition images, and photoshop CS6. With these resources I will be able to complete the advertisements.

Task Management
Web slider - Matt -Time Scale: May 5th-June 5th - Budget:£0 - 2-21/2 weeks till complete
Flyer - Charlotte - Time Scale: May 5th-June 8th - Budget:£150 - 1-2 weeks of work to complete
Magazine add - Rory - Time Scale: May 5th-June 5th - Budget:£0 - 3-4 weeks till complete

Budget
Campaign Cost: £208 for work on the magazine, £143 for work on the Web Slider, £165 for work on the Flyer, Printing cost of Flyers £150 and printing cost of Magazine add £885 + VAT per insertion for 1 week. Total Campaign Cost: £1151

Legal and ethical issues 
There should be no ethical issues with any of the productions however if someone brings up a possible issue before they go into printing it will be meticulously reviewed so no issues will be an issue later. 


There are no reasons why there will be any legal issues as all of the images used for the productions where under fair use (In regulations with Creative Commons). If legal issues do arise they shall be resolved through the legal system. 
Under ASA UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code) there is no breach in the code apart from a posable problem in 03 Misleading Advertising due to the tag of 100% satisfaction guaranteed however there is no problem because under the rule "Marketers must not use the term “free trial” to describe “satisfaction or your money back” offers or offers for which a non-refundable purchase is required." as there is no money back offer.

Invoice:

location scouting

A1 ADVERTISEMENT BOARD

production process

Production Plan

1.  Dates and timescale including product lunch date:in terms of release date week prior to the store birthday to 
2.  resources and equipment:for the resources and equipment the use of photoshop in order to make the flyers/post cards and then printer paper for the printing of them
3.  personal and activity:by passing out the flyers in the middle of town and by word of mouth can get the ad campaign around. if a small group went into Cambridge center the flyers/post cards can easily get passed around and word of mouth helps boost is as people may over hear the small group talking to people about it while handing stuff out
4.  budget:for the budget that backstitch has was initially nothing but after the talks we has suggested for the flyers/post cards to have 1000 printed for the small price of £72 was very feasible for backstitch to do
5. Relevant Legal and ethical issues: for the advert there are no clear legal or ethical issues with it. the ad is perfectly fine as there is nothing in it that may been seen as offensive to anyone or type of culture or have anything that may come across as false advertisement. 

JWT powerpoint

backstitch social plan

one way to grow their social networking status is by placing the facebook adress onto the current flyers and other forms of advertisement.

by building and online relationship with other local shops so they in term you can advertise each other when trying to promote special deals and events.

backstitch advertisement

Flyer 1 to the left and flyer 2 to the bottom

 Style:flyer handouts
Time Scale: May 5th-8th
budget:£150
market position:the advertisement may have a hard time standing a good place in the marker because backstitch isn't that well known and some people who would take or be given a flyer might not fully not what it is until they read/look at it plus there isn't a strong guarantee that people will take one
target audience: women 14-80, interest in fabrics, sewing

this is the backstitch flyers, they where planned to be handed out to people in the middle of town cambridge and in a few local shops

 Style:web slider
Time Scale: May 5th-june 5th
budget:0

market position:should have a good market position since the slider will be on the backstitchs website as its a web sliders for there slider to help advertise there classes. it won't attract to the older part of the audience as they might not use the web or computers that much because they don't fully understand them
target audience: women 14-50, interest in fabrics, sewing, people active online and visit the backstitch visit website frequently.


this is the backstitch webslider. it is meant for the backstitch website to advertise the classes they offer in store.

Style:newspaper advertisement
Time Scale: May 5th-june 5th
budget:0
market position:should maintain a ok postion in the market because it will be advertised in the local cambridge newspaper. it should attract some parts of the target audience but it varies as the younger part of the target audience that we are tying to reach might not even read the local paper which will
target audience: women 20-80, interest in fabrics, sewing, people active online and visit the backstitch

this is the backstitch news paper/magazine advertisement. it is meant to be published a local newpaper to help advertise the store to people that read.

rough sketches for ideas

web slider

flyer 1

news paper

flyer 2

Backstitch 19/02/2015

Notes from last meeting at Backstitch 19/02/2015 

Action Points

• Create double sided flyer for sideways advert.
• Experiment with the fonts on the first design, to keep format consistent
• For the second design try to change and make it more minimalist and simple, remove homely feel.
• Change Rockwell font to anyone of these, calbri font, Ludicas font and seoge script.
• Find out Rory's initial ideas for Alice's newspaper article asap.
• Research more about distribution.
• Smaller local shops, salons, cafes, places which included no gifting features, would be ideal.
• Slider idea is strong through social media, create it so it flows with the site's feel and tone.
• Create a social media advert to support the online store and Facebook page etc.
• Plan, investigate the social network aspect on how products can get across to people plus do some investigation into how we can make the distribution productive and efficient in message getting across to people

Presentation we showed Backstitch

 

 

two most appropriate ideas would be the newspaper advert and the second backstitch flyer idea.

• Newspaper: potential target audience would be women possible of ages maybe late teens so 18 to there later years of 60. this product has much potential as it easily catches the eye of people with its design. it would stand out easily in the market place and have good potential in the market. the newspaper advert would be a good choice of advertisement as is style is appealing to all.
• for the second flyer idea its target audience would be around the same as the newspaper one as its goal is the same to promote backstitch,it has ok potential it has all the information on contacting backstitch and address which gives it a good market possession as it contains all of this information.

advertising plan

 Aims and Objectives 

the aim is to promote backstitch to potential new customers and the sewing lessons that backstitch does in the shop with an post card and online ad

Target Audience 

women-aged 18-80, interested in sewing, cloths making with in cambridgeshire area.

Campaign Message 

friendly,nice location,well priced classes and wide range of resources for sewing.

Schedule and lunch dates

In terms of release date we air aim week or 2 prior to the store birthday in March.

initial pitch to client 19 feb

final ideas approved 26 February print advert ready for production 3rd march for distribution week prior of store birthday 

Location and Scheduling

web adverts to be used on the companies website to attracted existing customers about the classes.

post cards to be distributed in local shops E.G coffe shops/town centre and at fabric shows 

budget:for the budget that backstitch has was initially nothing but after the talks we has suggested for the flyers/post cards to have 1000 printed for the small price of £72 was very feasible for backstitch to do

Relevant Legal and ethical issues:

for legal issues is the clearance for backstitches logos and products and clear any edition images of clients products, this may mean taking new photos of the stock.

for ethical issues around the quality/ environmental issues are around the production of the fabrics from unethical labor/ the type of materials used in the fabric production. the main dession is to not and try to draw attention to this and make the advert look attractive 

advert needs to be cover by the ASA 

ASA none broadcasting advertising rules.

most of the relate to spersific industries and are not relevant to our client.our main aim is to insure that we are no misleading/mis-selling the product

http://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={61a03caa-6750-498d-8732-68d55c0752fd}#.VVnFzfagnZU

audio-visual potential 

a small video demonstrating the classes that Alice provides and what the classes are like for distribution on the web

audience research

week 2 pricing research backstitch

cambridge community radio ad

OK, you have sold me the idea. How much?

Here at Cambridge 105 we believe in keeping things simple, our advertising rates are:

• £99 per month for two 30 second commercials a day
• £199 for 5 commercials a day.

A one off production fee of £49 will ensure your commercial is made using professional voiceover artists, and suitable backing music, or no music if you wish.

prices for advertising in cambridge new

whats your budget?
what sort of style you looking for?
what type of advert are you wanting to have?
is there any certain products you want up to mention in the add?

legal and ethical JWT

Legal and Ethical
for the audience grid it seams that not many people understand the add at first till it is later explained by me to them.
so far i have managed not to find anything wrong with the add legal and ethical reasons wise, the add seams to be fine and doesn't have any representation issues has occurred from my chosen advert

regulation 
the ASA regulates the advertisement industrial in the uk, their role to to look at any advert the people who consider misleading, inappropriate or offensive in any kind of way. and that some of the adds that they look at are watersheded to be only shown after certain times due to the nature they harbour or are removed entirely.

Animal cruelty and banking
the animals used with-in the adverts are CGI and are not real animals. the real variants would of served as a base so that the CGI ones could walk like them, but there would be no type of cruelty happened to the animals.
for the banking they are tying to say that they are different from any other types of banks with that they are not trying to sell people types of insurance they don't need and that they are not trying to mess around with the money in accounts and such

backstitch vist risk assessment

jwt

JWT(J. Walter. Thompson)
ownership : subsidiary, the parent company is WPP plc
JWT is currently the fourth biggest agency networks in the world. it has 6 different departments across multiple regions in the world located in Europe, Asia pacific, Latin America, Middle East North America and Africa. product the company does is advertisement for various companies such as first direct, vodafone, nokia, nestle and ford. JWT is a global player. market postion is currently standing well and good.
competitors: LEO BURNETT COMPANY, INC. BBDO WORLDWIDE INC., McCann Worldgroup

UNIT1: P2: PRINT CASE STUDY:first direct little frill

the add is advertising the online bank first direct which currently is the Uk's telephone and internet only banking company.its trying to reach out to a new audience of potential customers to converter from their current bank to first direct, which advertises its self as the bank with a difference and treats like their customers how they want to be treated. what the campaign says is that they are the type of bank you won't have problems with when it comes to customer services and that they are a reliable bank. 

Colours of the advert are in black and white, content is that of a Frilled-Neck Lizard running down a road chasing something and trying to get its attention. The Key art of the image is just the Little Lizard branded LittleFrill running

there is no branding on the image. typography is nearly just a hashtag and then LittleFrill and @LittleFrill. which is there for a social media for things like Facebook and twitter. target audience is most likely young adults/adults and anyone who is interested into moving to online banking. 

their current advertisement is 2D digital, print and tv based.

the tv and digital still adverts work together to portray a message that first direct is a different type of bank.

there ads come across as easy and simplistic which is to say that the bank is the same as well. the adds are meant to portray what the bank does with using less is more to get the messages across. like the the picture above which shows the types of fonts they have used.

adverts recognised style is that off animals with the capability to talk like ordinary humans, that talk to the view directly about how they hate bad customer services and tends to have all there adds in black and white. the add is trying to get people to change from their current bank to first direct.

Genre:banking, to get people to join their back as its different and they claim to care more about customer survice
Frequency:people should se this quiet often as its soon frequently on tv and once or twice on social media
Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds

P4: Understanding how advertising is distributed and promoted

after searching around i couldn't find where my chosen advert campaign may have been advertised either in magazines and the streets. the add might of been in posted on bus stops to gets peoples attention while waiting for a bus, it may also be located on build-bords on roads on on buildings to grab peoples attention while driving. it may also be shown in various new papers

Backstitch - Creative brief - Production meetings

W/C Monday 19th January 2015
STAGE 1: Initial creative review of ideas and brief.


What's wanted - 1/4 or 1/2 page magazine ad, postcard flyer, web advertising as you see fit to complete the brief

NO BUDGET GIVEN - research costs for asked publishing options.

Fonts previous used given - Segoe Script and Rockwell

Contact details must be included -

www.backstitch.co.uk
01223 778118
Backstitch, Burwash Manor, New Road, Barton, Cambridge, CB23 7EY

INCLUDE -

• more store visiting
• online awareness
• stock available online
• no knitting - only sewing 
• classes available to public
• classes must be told
• stock options must be told
• more awareness of the location
• vintage and modern fabric range

WAYS WE COULD ADVERTISE - WHAT MIGHT WORK?

• Online social networking sites such as Facebook
• Blogspot banners
• Online sewing sites
• Youtube - Possible video via shops activities
• Sewing - craft magazines
• Local newspaper
• Forums online - e.g. local networks
• Village Beacons 
• Twitter feed 
• A5 handouts at local craft fairs, country game shows
• Mail flyers
• Emails - via existing shop contacts online
• Facebook page  
• Customer interactions
• Promotional offers 
• Visually intractive
• Heart 103 fm- Radio advert ( like hobby crafts )
• Events - kids classes
• Possible stunts like crochet bombing 

Look through prices, budgets, and legal actions for where you can advertise.
Press releases are free, these contain own employed work to raise awareness.
Think about the quantity and broadcast basement area of people, and think about the frequency of how many times people are going to look at the flyer's before they visit the store.

COST RESEARCH 

• Cambsprinting.com     
  
  

• Blunt Print - 1k = A5 - £145 - £15 delivery + VAT - 350gsm matte, double sided colour.
• Print corner - 5k = A5 - £119 - 135gsm gloss, single sided colour

cycle hire research

Logo

Logo just consist of the companies name along with a simple drawing on someone on a bike

Online Presence: just consist of their own website where it gives you detail on how to contact them and hiring fee's for the bikes.current advertisement in online at visitcambridge where it has the logo opening times and their location and some photos of the bikes

Target Audience: Tourist/adults/teenagers
(students),cyclist
the product that city cycle hire offers the renting out of a various type of bikes(Normal style bikes for both genders  and mountain bikes) with a max of a year hire (depending on type of bike determines the price) how ever there is a £40 deposits before hand. they also offer add ons to the bike like child-seats or tag-a-longs.
site has a feed back section where people leave their thoughts and views of the product. the audience of the product tends to be cyclists (who are most likely adults than to teenagers)

Genre:travel. to advertise and show the fact they they rent out bikes to people
Frequency:the audience should see this ad campaign several times
Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds

Backstitch Research

Backstitch is a fabric and haberdashery store based in Cambridgeshire. It was established in 2010 by Alice Synge with the mission to supply stylish modern craft fabric and quality haberdashery to UK sewists.

A keen sewer herself, Alice stocks only products she would want to use herself, so the selection has been curated to her modern sense of style, and with keen attention to quality.

The shop is run with military efficiency and provides excellent customer service.  
Orders are shipped out double quick and if you have a query Alice is always ready to help.

1. Their market position- Online market - Website based.
   In store market - Range is included at Burwash manor, which is a rather popular place for people to visit on days out, they also put on day activities as well so therefore there may take intrest in the shops crafting range.
   http://www.backstitch.co.uk/classes-workshops.html
2. Their online presence - Strong social media base - Twitter, Instagram, Facebook, Pintrest, Email, Flickr -
   all of which include promotion 
   of the products and prices.
   
   http://www.backstitch.co.uk/blog/ 
   http://www.bloglovin.com/en/blog/10928267
3. Current image, branding and advertising - Theres a strong based of branding on the online facebook page, which shows you the latest offers and event, and new fabrics, in-store and available online - located on the Facebook page, blog, local classes ads, Mums-Net classes and on Sheep Shop Cambridge.
4. The product offer - Backstitch has a wide range of crafting and design products to offer ranging from paper patterns to tools.

These of which range from several different fabric formations for creating jerseys, dresses, shirts and much more. Also you're offered different dress patterns via paper and digital for designing clothes, toys and jewellery and also have their own sewing machine repair service. 

From what they have to offer I believe that due to the shop at Burwash Manor being the only outlet, it may be the stock room for online purposes as well. So this may enhance business purposes, around deliveries and staff.

Audience research - From reading through reviews i think that the target audience has not specific area due to the fact that there are people of whom are interested in crafts and fabric creations, and some of whom visit on days out around the manor with families tend to investigate all shops on the site.

Genre: fashion, to show off the range of materials that the shop sells and the many other things like small gifts/useful tools when it comes to making clothing or other types of things
Frequency:the audience should see this ad campaign several times
Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds

Advertising Unit: Nanna Mexico Research

Nanna Mexico Research

Their Online Presence

Nanna Mexico's website is a very easy to use and has all the relevant information available. This includes the menu, their store locations in cambridge, contact numbers and about the store and how it was founded and the values that the store wants to uphold. "Buy fresh, Cook simple, Waste nothing". There is also an online ordering feature which from the reviews of clients works well but some feel does not deliver out far enough but apart from that is fast and arrives promptly with the food still hot.

Current image, Branding and Advertising

The current image from the customers is that the food that they serve is of a good quality and fast but sometimes the food they serve is not of the same quality or some say the the service was extremely poor and did not stay true to there pervious times eating there. This could be the downfall of the brand or it could be a one of of bad service that all establishments have. The current state of the branding and advertising is the deals that they offer.

The Product they Offer

The food that Nanna Mexico offer is simple, authentic Mexican food at a good price. The food that is available is Burritos, Tacos, Quesadillas, Tortas, Nachos, Salad, Burrito, Enchilada and a kids meal. With only 2 other Mexican food establishments in cambridge this is mildly unique food for the surrounding area and as such has a foot hole in the food market in cambridge. And being one of the only Mexican take out store in/around cambridge they are a one off store that has a large following for the food that they make.

Genre:food, purpose is to get people to eat at one of their two shops. there main focus would be students as they show that on mondays students can eat for £5

Frequency:the audience should see this ad campaign several times 

Process: the making of the advertisement for making these are rough ideas, drafts of those ideas, then a selective few of those drafts are turned into adds