Unit 21 - P2/P3: Create a Pitch to Communicate my Idea

My Proposal Pitch:



Supporting Documents I Intend to Use With My Script:

Script -



Storyboard -

Unit 20 - P3: Production Day & Supporting Documents

Saturday 6th of April - Planned Filming Day 

Meeting Time - 12:00
Begin Filming - 12:10
Finish Filming - 14:00
Begin Filming of Other Students Media - 14:15

Equipment Needed:

- Camera
- Mic
- Props
- Costumes

Location:

- Ilkley Streets
- Ilkley Park
- Public House

Call Sheet:




Risk Assessment 

Actors:

- Joe Hardaker: Joe
- Joe Strother: Dan
- Ben Oddy: Jack
- Bradley Elms: George

Extras:

-Aalyan Ali
- Jack Strother

Actor Release Forms:

Unit 20 - M2 - Justify the choice of planned components by the targeted media sector

In a media campaign all of the pieces of advertisement must appear to be linked and have a common style that links all of the adverts together, this can be achieved through similar colours and fonts and also through the use of a slogan/slug line.

My advertisement campaign will feature 3 main colours; blue, white and yellow (The main colours of Leeds United Football Club) the slug line for my campaign will be “What else you gonna do at the weekend?”The methods of advertisement that i will be using will be; Radio, TV/YouTube Trailer, Social Media Adverts, Billboard Designs and finally Public Transport Advertisement. I have chosen these methods of advertisement because i think it will correctly communicate with my target audience, the audience is primarily teenagers who have access to social media and use it daily.

TV/YouTube trailer - 

YouTube is a growing site and is very popular with my target audience, on average around 5 Billion videos are watched on YouTube every day world wide which shows that the site can reach a wider audience and it has over 1 billion active users per month this will allow me to gain large publicity for 'A Casual State of Mind'.  Secondly YouTube is a completely free service to watch and publish videos this means it will allow me to keep costs of the advertisement to a minimum. It is also easier for the target audience to access the trailer as it will be published on a free and very popular website, Furthermore YouTube can give a return on the video due to CPM (cost per mille) and mid-roll adverts on the video which will could provide a substantial revenue stream if the views are high. The same trailer can also be showed on TV to widen the span of distribution and the amount of people that are targeted. I can take advantage of cross promotion through the BBC to distribute my trailer at a lower cost than if i was to distribute through an external company meaning the trailer can be played in the advertisement of similar dramas on different BBC channels such as BBC1 and BBC2 in order to target the correct audience. Playing the Trailer on tv multiple times will get the audience to to subconsciously remember the show and then think of it when it comes to watching a new show similar to how people remember the 'Go Compare' advert subconsciously due to the repeating theme tune and will then think to use the site when getting insurance. 

Public Transport and Billboard Ads - 

Public Transport and Billboard ads are a great way to advertise as they are viewed 24/7 so of the millions of people that will pass a billboard, most will notice it. OAAA did a study in 1999 that says people glance at 70% of the billboards they pass. Billboards are a cheap way of advertising and can reach the intended audience very effectively. 

Another reason i have chose to use billboards in my advertising campaign for the TV series 'A Casual State of Mind' is because billboards can gain access to a much larger amount of people as not one specific type of person sees a billboard, this means that the advert for my series can reach more than just the specific audience i intended it to to draw in more viewers. Another reason i chose billboards to advertise the series is because the information is easily understood and catches the eye when sat in a car, specifically for the younger demographic within the target audience. Furthermore unlike many other methods of advertising like TV and radio billboards cannot be turned off and they don't take a search to be found they are just in your eye sight.

Radio Ad - 

Radio adverts are another great way of reaching the intended target audience i could use cross promotion between the BBC and utilise BBC radio 1 which gets an average of 7 million listeners every day, this means the cost of my Advert would be reduced overall. This ad would reach my intended audience as they will have the radio on in the car, after research i have established that the most popular radio station for my targeted age demographic is Capital FM so i can aim to use them as a distribution source for my radio ad however this does mean that i cant utilise cross promotion. My radio ad will consist of dialogue taken straight from the trailer and will also feature newly seen dialogue that is not in the trailer.

Social Media - 



The use of Social media will be specifically designed to target the intended audience of a 'Casual State of Mind'. Our pages will follow and interact with those who follow the BBC3 page and people who follow football centred accounts such as the Instagram page 'Stray Offside'. 



Social media will be the main area of our advertising campaign due to our target demographic. Social media allows me to attract a large amount of people within the target audience, research suggests that approximately 94% of 16-24 year olds in the UK are using social media sites everyday. We will be creating Pages on Instagram, Twitter and Facebook as these are the most popular of the social media sites and will help us gain a large following. 

From social media platforms such as Instagram, Twitter and Facebook the audience can access updates about the release date and also the teaser trailers and finally the finished full length trailer. The trailer will initially be available on youtube/TV and then it will be distributed to the audience by the social media pages. The social media page will include extra sneak peak information about the series including character profiles and teaser imagery. 

Unit 20 - P4 - Finished Advertisement Products

Logo for TV Program

Social Media Square Ad 

To create this image I took a scan of a drawing I created and then used image trace in Adobe Illustrator to create a vector of the drawing. From that stage I could edit and adjust the colours and make the image look how I wanted it to. 

Billboard/Public Transport Ads

This image had to be edited on photoshop to edit the levels, I did this because the image was very overexposed on one side and very underexposed on the other. 

Casual State Full Trailer 


To edit my trailer i used the blade tool to break apart my clips and cut down the length of them, this makes the editing look more snappy and fast paced making it look more like a conventional trailer. The song overlaying the trailer was cut into separate clips in order to make the volume lower on different clips when dialogue was being used. Voice overs were recorded separately to the clips and then the clips were muted and the voice recording was placed over the clips to improve sound quality and have clearer audio throughout. 

Casual State Radio Trailer 

To create my radio show advert i took clips from my trailer and separated the audio from them and over laid a black screen onto the clips. the music was then placed onto the background and made quieter in places where there was speech. 

Casual State Social Media Clip

Other Poster Design

Unit 20 - P3 - Pre Production Documents

         Radio Script:

Social Media Advert - Visualisation Diagram 

Billboard - Visualisation Diagram

Social Media Teaser Trailer - Story Board

Full Length Trailer - Story Board 

Risk Assessment

Unit 20 - P2: Create a plan for a cross media advertising campaign

Mind Map of Initial Ideas

Mood Board for Inspiration 

Proposal 

Campaign Title/Slogan: 

What else you gonna do on a weekend? 

What are the aims and objectives of the brief?

The aim of the campaign is to entertain and attract viewers. It is also a call to action, this means it is trying to pull in viewers. It also need to be cross media with around 4 different types of media with planning for all the different types of media i choose to do.

What drama series will you be advertising and what are the key things that are likely to appeal to the target audience?

My drama is about young lads becoming involved in football hooliganism. What attracts the target audience is surveillance as this is a transgressive subject and upper class teens wont have ever experienced to violence and culture behind hooliganism.

Who exactly is the target audience? 

The target audience for my media production is from the socioeconomic classes of A, B and C1. This is because of surveillance as an audience pleasure. The general age group for my production is 17-25 year olds but also the age of 30-45 year olds, the reason for this is young people enjoy the transgressive subject and theme and the older people can relate to the characters, theme and the time period it is set in.

How can you work out exactly who the target audience is likely to be?

I can work this out through the use of primary research, methods of doing this could be surveys and focus groups.

Potential issues and concerns?

Potential issues with my advertising campaign is that the target audience will primarily be males so this cuts out a large group of views that can be targeted, also there are 2 very different age groups that i am looking to target so the advertising campaign might be hard to target both as they don't have similar tastes.

What are some of the possible methods and platforms on which you could advertise the series?

- Social Media
- Public Transport
- Billboards
- TV adverts on other BBC programs (cross promotion)
- Website
- Radio

What is the key message?

The key message for my campaign will be for promotional purposes. the message will be to watch the drama.

How I will advertise my media and pre-production methods I will use:

Billboard - create a visualisation  diagram of how i want the poster/billboard to look and then make the image on adobe illustrator, once made on illustrator put the image onto a real life billboard using photoshop.

Equipment Needed - Adobe Illustrator, photoshop, computer

Radio - Script must be written and radio advert must be filmed.

Equipment Needed - Microphone, computer, script template, actors/narrator

Social Media - Visualisation diagram to be drawn up, Instagram page to create can be made as a home page image on.

Equipment Needed - Computer, photoshop, Adobe Illustrator

Public transport - Create a visualisation diagram, create the poster on adobe illustrator

Equipment Needed - Computer, photoshop, Adobe Illustrator

Time Management Plan for This Unit:

Time Management Plan For Advertisement Release:

Social Media pictures will be the first release and will have teaser pictures and billboard designs onto a instagram page and facebook page.

The next advertisement to be released will be billboards and public transport adverts all around the country this will feature large advert designs on buses, train stations and roadside billboards.

And finally the radio advert will be released closer to the release of the drama this will feature script from the the drama for example part of the opening scene and will also have narration over the top.

Initial sketches of the designs I intend to create:

Unit 20 - P1: Describe an Existing Media Campaign

Nike Dream Crazy Campaign 

Aims and Objectives

The aim of the Dream Crazy Campaign is to increase sales and promote their brand, they are also trying to communicate social conscience with the inclusion of Colin Kaepernick who was involved in a lot of controversy surrounding him kneeling during the national anthem. The Dream Crazy Campaign also shows that Nike is prepared to do something Anti establishment and rebelious, there was a big issue surrounding this campaign due to President Trump and the media. Nike also used this campaign to battle competition such as Under Armour and Adidas, this advert also helps to differentiate them within the market.  

Target Audience

The target audience for this advertising campaign is Black Americans and fitness fanatics, they have been targeted in individual ways. Black Americans have been targeted by the campaign through the use of the American football player Colin Kaepernick as he is the face of a protest against oppression and police brutality. The other audience that is being targeted is obviously fitness enthusiasts as it is inspiring them to do more with there fitness and enhance there progression with nike products. they way this audience is targeted is through the use of famous athletes from many different sports and backgrounds.

Representation

The representation in this advertisement is Black Americans. Colin Kaepernick was the american football player that knelt down during the national anthem to protest how black Americans are being treated in modern day america and all of the police brutality that is happening. This effected the target audience as it is made to inspire them, the campaign was released after Christmas and around new year when people start to think about fitness and getting healthy so the representation of athletes and sports personnel will inspire people to go out and buy nike fitness gear.

Key Message 

The key message of this campaign is to 'Dream Crazy'. This means to just do things that you didn't know you could, the advert features people overcoming huge obstacles to do what they want to do and they are saying that everyone of ability and disability can do what they dream to do and your dreams should not be restricted. this message is put across with the video and also with the many posters and billboard advertisements (below) that feature famous athletes and there quotes.

Choice of Media

All the posters linked to the campaign are in black and white as it makes the campaign seem iconic, real, gritty, and intense which links to the serious messaged that is embedded into this campaign.

The typography used is very simple non-serif font. I think they have done this so that the font doesn't take focus away from the message, also so that the ad can look sophisticated and formal and strip away all the lies and messing about and get straight to the point.








Legal & Ethical

The issue of copyright is not much of an issue because all of the products used are nike branded so nothing can be claimed. There is also no use of band language, libel or slander in any of the advertisements so there is very little legal issues with is campaign however the ethical issues around this campaign as there is a large controversy around the message of the campaign.

Regulations

This advertising campaign will have been regulated by the ASA (Advertising Standards Agency). There job is to make sure that the advertising is done properly and it is not misleading, also that the advertisement is appropriate. In the Dream Crazy campaign i don't think that anything is falsely advertised and the advert conforms to the regulations of the ASA.