TASK 19:

PRESENTATION OF
IDEAS
BY SAM BARBER
Product:
The advertising campaign is based around fashion within a
charity shop. The charity my campaign will be representing is St
Roccos. It will consist of three images; one landscape used on a
billboard and two portrait used in Newspapers/Magazines.
X3 Images for Advertisement.
X1 Landscape image used on a billboard.
X2 Portrait images that can be used on bus stops, magazines
and newspapers .

CAMPAIGN PROPOSAL PRODUCT

Target Audience:
The primary target audience is people aged 16 - 21 of specifically of the
male gender. Their social class mostly consists of the working as well as the
lower class. Their geographic areas are usually council estates and poorer
locations. Charity shops provide clothing products which is reasonably
priced as well as them being in a looked after condition. Less fortunate
youngsters will not have any financial problems when purchasing these
items making them perfect for anybody who is looking for some pristine,
affordable clothes to wear when theyre out and about. Also, these types of
fashion arent going to gather any interest from older audiences (21+) as
theyre probably already working and earning meaning they most likely
wont have to worry about financing their clothing products.

CAMPAIGN PROPOSAL TARGET AUDIENCE

Campaign Message:
The overall campaign message is to represent the charity and what it is
trying to advertise; High quality clothing for affordable and reasonable
prices. As already mentioned, this campaign is highly targeted towards
lower and working class citizens as they arent as financially beneficial as
others. They deserve to enjoy the summer just as much as everybody else
and should have access to pristine conditioned clothing to ensure their
summer is the best one yet. The campaign however, is open and available
anyone, no matter what class or social background they originate from. All
of the money made from sales will be donated to the charity with any
excess going to a specific charity of choice. This is to guarantee that
everything amounted together goes to a good cause and none of it for
personal profits.

CAMPAIGN PROPOSAL CAMPAIGN MESSAGE

Launch Date:
The campaign will launch in early summer as this is when people
are most likely be looking for new clothing to wear throughout the
hottest season of the year. Automatically, this will increase the sales
of clothing products as people want cheap and affordable clothing
for activities such as days out to the beach, holidays, festivals and
sports events. The specific launch date of the Campaign will be June
14th, exactly one week before the beginning of summer (June 21 st). I
have chosen this date as it gives customers awareness that summer
is rapidly approaching. It also extends the length of the campaign
further increasing the overall amount of sales.

CAMPAIGN PROPOSAL LAUNCH DATE

Locations of Advertisement:
Promotional advertisement posters will most likely be placed in the most
populated areas of town to ensure it gains as much attention as possible for the
charity. Highstreets are definitely first choice when it comes to promotional
material. Places such as shop windows along the high-street are certainly going
to attract the attention of people entering and exiting or perhaps just passing by.
Bus stops around town are a perfect location for promotional advertisement since
a lot of people who take the bus will be young and most likely wont be wealthy
enough to afford high end clothing, gaining their attention. Job centres and banks
are another great way of promoting the campaign as people visiting these places
could possibly have financial issues and are looking for a way to spend as least
cash as possible. They too, are located within the CBD of town where most people
will more than likely be. Noiseless locations such as villages wouldnt gather
attention and interest for the campaign resulting in a failure and lack of sales.

CAMPAIGN PROPOSAL LOCATIONS OF

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Schedule of Advertisement:
1st Poster 14th June: I chose this date because it exactly one week before the
beginning of summer (21st June). It notifies people of summers rapid approach and
that they should prepare themselves for the best season of the year.
2nd Poster 10th July: This second poster will be put only display roughly 3 weeks into
Summer. Its primary purpose is to remind people that it is the Summer season and
the appropriate attire is on sale at the sponsored charity shop.
3rd Poster 3rd August: The final poster of the three will be displayed early August as
a reminder that it is over halfway through the season and the sales wont last forever.
All Posters 25th August: All posters previously displayed will all be re-advertised on
this date as a huge reminder to citizens that the sales wont last forever. It is their last
chance to purchase easily affordable clothing before they are taken off the shelves.
Closure of Campaign 20th September: The campaign will be discontinued on this
date because it is exactly one day before the beginning of Autumn (21st September).

CAMPAIGN PROPOSAL SCHEDULE OF

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Legal and Ethical:
Throughout the entirety of the campaign, it must be ensured that no copyright material is
used throughout the process of advertisement without the owners permission. Copyright is
a big issue when it comes to a marketing campaign and one simple slip up has the
potential to destroy everything that I have been working for. If I wanted to use somebody
elses ideas or materials, I would have to give the original publisher full credit and perhaps
give them a slight portion of the profit. It would honestly be better to use fresh ideas
designed from scratch as it gives the campaign more of an original vibe rather than a rip-
off.
Another thing worth mentioning is that the ASA (Advertisement Standard Agency)
guidelines must be obeyed when creating poster for my campaign. This includes things
such as health and safety to ensure that nobody is harmed during the process of creating
my posters. There are tools such as photoshop available for use if I wanted to perhaps use
an activity/object that could be seen as dangerous to get my point across to the viewers. If
these guidelines were disobeyed, it would result in the entire campaign being shut down.

CAMPAIGN PROPOSAL LEGAL AND ETHICAL

Code of Practice:
One attribute my campaign must not include is fake/misleading
advertisement. For example, using clothing products that arent
actually a part of the sales bundle in the promotional posters.
This could possibly result in several lawsuits that will heavily
damage the campaign and decrease the reputation with
customers. Only what is featured within the magazine has to be
products that are 100% being sold in the stores. Eventually, it
will end up costing more for the lawsuits and will burn a huge
hole in all of the campaigns profits resulting in our charity
gathering no interest.

CAMPAIGN PROPOSAL CODE OF PRACTICE

Slogan: Look better for less
I used this as a slogan as it emphasises what the primary
objective of this campaign is. It indicates that not all high
end/good quality clothing has to be purchased at super
expensive stores. It can be targeted towards anybody but more
specifically lower class and working class citizens. This is
because not everybody is able to afford clothing from top quality
retailers but still need some valuable attire for perhaps
interviews, weddings, parties etc. The purpose is to provide a
better living for less fortunate people.

PLANS FOR CAMPAIGN -

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Typography: Lucida Fax
I used the Lucida Fax font because of its slight resemblance with
the St Roccos hospice which is the charity my campaign will be
based around. The font is easy to read and stylish which is why I
chose it. Capital letters will be used on the advertisements to
add more depth and excited to the campaign. It draws the
attention of shoppers and workers passing by. Of course it
doesnt stand out as much as other fonts appear but it still
appears bold and easily noticeable from a distance, for example;
ST ROCCOS SUMMER SALE! STARTING 5TH JUNE 2017

PLANS FOR CAMPAIGN -

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Image 1:
The first image will showcase my model giving out an
adventurous pose while positioned along a row of trees and
bushed consuming the background canvas. He will wearing a
lightweight grey hoodie, grey polo as well as a pair of shorts and
hiking boots. This emphasises the summer theme as well as the
genre of exploration and adventure for young ambitious adults.
The overall colour scheme of this image will consist of Earthy
tones such as green and brown. Brightness and contrast settings
will be adjusted to add more depth and vibe to the photograph.

PLANS FOR CAMPAIGN - IMAGES

Image 2:
The second image will be a continuation of the first again
following the melody of nature, exploration and adventure. The
colour scheme remains similar but the background takes place
more within the woodlands but at the same time sticking to the
flamboyant summer style.
My models outfit will have altered slightly, this time representing
a casual summer vibe. The hoodie is replaced with an ultra blue
polo shirt and the shoes are now a pair of maroon trainers. The
shorts however, have remained the same as this image is just
giving a different perspective of the original.

PLANS FOR CAMPAIGN - IMAGES

Image 3
My final image showcases a much more open background and
springs the idea of freedom and opportunity to the audience. This
is because model is being very open about himself through the
way he is posing. The canvas is mostly consumed by the
atmosphere as well as a line of trees positioned along the horizon.
I did this to avoid the repetitiveness of the first two images and to
showcase more aspects of my campaign.
The models outfit here is a combination of all the clothing seen so
far. A grey polo shirt is worn but without the hoodie, the shorts
have remained the same as well as the trainers from image 2.

PLANS FOR CAMPAIGN - IMAGES

Colour Scheme:
The colour scheme used on these posters will resemble the St Roccos
Hospice charity. For example, the slogan and framing will be coloured
in a deep forest green similar to the logo. Also the photographs being
displayed are going to be positioned on a background canvas tilted to
an angel to represent a memorable photograph. Furthermore, this is
used for an immediate effect on the viewers showing them that this
campaign is targeted towards ambitious youngsters who arent as
financial beneficial as others. The text will be placed on this canvas too
similar to the St Roccos logo and surrounds the image which is in the
currently the primary focus within the frame. The font used is bright
white Lucida Fax to make it noticeable on the poster.

PLANS FOR CAMPAIGN COLOUR SCHEME

SKETCHES OF ADVERTISEMENTS
IMAGE 1
SKETCHES OF ADVERTISEMENT IMAGE
2
SKETCHES OF ADVERTISEMENT IMAGE
3
Date of Photoshoot:
Initial Photoshoot March 6th 2017 (13:30 14:30)
Re-shoot March 8th 2017 (10:30 11:30)
Final Photoshoot March 10th 2017 (12:30 13:30)

Date for Production:

Start Production 13th March 2017 (PA20)
Continue Production 15th March 2017 (PA20)
17th March 2017 (PA20)
20th March 2017 (PA20)
Finished Production 22nd March 2017 (PA20)

PRODUCTION PLAN - DATES

Equipment Canon 1100D 249.00
Travel Fair - 0
Costume 1: The first costume will consist of a polo shirt with jeans and trainers. Overall, this showcases an adventurous look for somebody
who enjoys being outdoors and close to nature.

Grey Lightweight Hoodie - 15

Grey Polo Shirt- 10
Graphite Shorts - 12
Brown Walking Shoes - 30

Costume 2: The second costume will showcase an outfit for a much warmer day within the summer. A blue polo, shorts and canvas trainers
are used for this photograph.

Bright Blue Polo - 10

Graphite Shorts - 12
Canvas Trainers - 40

Costume 3: The last costume will feature my model wearing an alternate casual outfit. It will come across as a combination between the first
two images basically giving a different perspective of each outfit showcased so far.

Grey Polo 10
Graphite Shorts - 12
Canvas Shoes - 40

Total = 356.99
Clothing - 107.00 (Some clothing items were used several times to lower the budget cost)
Camera - 249.99

PRODUCTION PLAN BUDGET