The document is a pitch by a student for print advertisements for a music festival sponsored by EP magazine. The student created mood boards and a mind map of ideas for the festival name, slogan, target audience and marketing plan. Proposals were made for a poster and magazine advertisement targeting 17-30 year olds. Hand-drawn drafts were created for both, keeping the designs simple. The student settled on orange as the color scheme and selected headline bands. A photo shoot plan and production processes were created for the poster and magazine advertisements, with posters to be released first to promote the festival three weeks earlier.

1. EP Festival Pitch
Good morning. As you may be aware, there are lots of music festivals annually
with a variety of different genres and today I’m going to be pitching my own
music festival print based advertisements, which are sponsored by EP magazine.
Before thinking of my own festival it was important to create a mood board and
see what other print based advertisements are like. Due to the fact that I was
planning to produce either a poster or magazine advert I created two different
mood boards so I could see if there were any similarities and differences. I have
learnt from this that my advertisements need to be bold with bright colours and
clear fonts so that it doesn’t look too complex for the audience to look at.
After looking at different mood boards I generated a mind map of ideas thinking
about whom my target audience would be my house style, the name of my
festival, what slogan I would have and then the marketing and frequency. In
doing this I can see which idea would be better and what the best way to
advertise my festival in order for my target audience to be interested. For
example by releasing new updated posters every few weeks, it can get the
audience more excited and persuade them to go.
Once I completed the mind map I made proposals. The first one was about my
poster and the second one was based around my magazine print based
advertisement. The aims of my advert would be to persuade people to take some
time out of reality and have a social weekend with friends listening to music that
they love. My target audience would be aged around 17-30 and be quite
adventurous and want to go to festivals for the experience. Also you could see a
lot of mainstreamers there because it is seen as a popular activity to go to
festivals and concerts. Moreover, because they are young adults they would
probably fall into the category of C1-E within the social economic needs and
therefore have a low spending power because if they are students or haven’t got
the highest paid occupation then they wouldn’t have lots of money to spend.
When it came to my hand drawn drafts, I made two for my poster and two for my
magazine. With my poster print based advertisement, it would be important to
have which bands and artists will be preforming on what day and then include a
website link so that they can find out more information.
As for my magazine hand drawn drafts, there’s a little bit more information at
the bottom such as where you can buy tickets by either going to the ticket
website or calling. It was important to keep both ideas simple because if the
whole advert is extremely overpowering then the target audience probably
wouldn’t have much interest in looking at it.
After creating my hand drawn drafts I made graphic layouts where it is a bit
clearer and how the backgrounds might be slightly different and also including
the final logo.

2. For my house style I will be using the band’s logos so that it will build their
recognition and that fans will know straight away who is going to be there and
by having it different, I will make the adverts look more appealing. Then for the
other information I will have a standard font. With regards to colour, instead of
having yellows and reds, I decided to go for more orange shades so they are still
similar but will also stand out from other adverts. Also the connotations of
orange is that it can symbolise energy and passion which is what festivals are all
about; you have passion and energy from both the bands performing and the
fans being there.
When it came to thinking about my draft article, I wanted to have the headliners
who relate to the alternative and indie rock genre of music. Therefore I decided I
would have Arctic Monkeys, Muse, and Rihanna, Florence and the machine and
lastly Biffy Clyro. Additionally, these bands have a wide fan base and most are
recognized internationally.
Instead of going out straight away and taking photos I created a photo-shoot plan
of what type of images I may want for my final adverts. If I were to take photos
with models it would’ve been a group of friends having fun with the sunset in the
background so I can then produce photos with a silhouette background and still
have my orange colour scheme from the sky. Also it would be important to have
a group of friends because I’d want to capture the excitement so that I can
portray this to the target audience. Lastly I would have taken the photos with a
field landscape because I’d like the advert to be as if the models were at a festival
not in an enclosed space. I would also need them to sign model release forms as
well.
Before I came up with my final logo I looked at a few different fonts so that I
could see what would look best. I didn’t know whether to have the word ‘festival’
in the same font as EP but I liked the idea of having it more edgy and not as neat
to then add a bit of dynamic to the logo. Therefore I decided to go with Window
Markers and have EP’s original logo.
Because I had ideas for a poster and magazine print based advertisement, I made
two different production processes. This is because I want to release the poster
adverts a little bit sooner than the magazine advert and also with the magazine
advert, there are different steps such as adding the extra information with a
different layout and sending it off to the magazine companies where as the
posters would be sent to the printing. The release dates for the posters would be
a little bit sooner by 3 weeks, the first on being the 18th March and the second
the 1st April. This is because the poster would be about who will be there on
what day and start to persuade people that they would want to see the bands
preform and then the magazine advert will have extra information about where
to go exactly to purchase the tickets or sort out transport. As for my audio-visual
advertisement, I will be releasing my advert on 16th March to remind the
audience of who my official headliners are before the final advert is released of
all the acts.

3. For my budget summary, it would cost around £140 to print 1500 posters and
then roughly £2700 to advertise a full page in my desired magazines. As for
personnel, I would have a team of editors, designers, photographers, marketing,
finance and human resources and their salaries would range from £17,000 to
£21,000. Then for equipment I would need an office space, computer, adobe
master collection and cameras for example. These are all important equipment
because you will need to have the different programs in order to edit and
produce the adverts for example.
As well as creating a photo-shoot plan, it was important to make a location recce
and complete risk assessment forms. The location recce is about what type of
shots I will need and when the photos will be taken along with if I need any
permission.
Then for my risk assessment it was necessary to state what was needed for the
day and what to be careful of and other aspects such as catering and transport.
Once I finished creating all the necessary pre-production materials, I have
decided to go ahead and make my poster print based advertisement. The main
reason for this is that posters will be able to be placed anywhere whereas in
magazines I’d only want to advertise in genre specific ones, which my target
audience would read. Additionally, I prefer the layouts for the posters and they
do not have lots of text on them. Moreover, the release dates for my posters will
be sooner so it will give the audience more time to see who will be there and
what days, if not all of them, they would like to go on.
I have created 3 main types of posters with all the artists performing and then a
flyer which will be about the official headliners.
Thank you for listening and I’d really appreciate it if I could receive some
feedback. I have emailed you all a survey.