2. The objectives you set me Don’t pressurise students Don’t guilt students Don’t stereotype or demonise Make sure material isn’t explicit (parental concern/young users of college facilities)
3. What I found out about the audience Mostly 16-19 years old (but variable due to peripheral audience) Both male and female Living either in Darlington or close Resistant to traditional marketing forms Coming from a range of backgrounds financially (many students receive EMA)
4. What might affect my campaign Lifestyle – college/work/relationship stress Background – financial/family/area they live in Tribe – expectations due to peer pressure Academic ability – whether they find college work easy or too challenging
5. Research into genre & forms of advertising ...that got a positive reaction from the target audience... Guerrilla advertising Viral marketing Freebies e.g. Tops, pants Beer mats ...that got a negative reaction from the target audience... Leaflets Posters Text messages
6. How I ended up with my final idea Through audience testing Through constraints research Through budgeting research
7. My final campaign idea Slogan - “think about it” Distribution – magazine handed out in form, beer mats to be found in seen/inside out, packaging used in the common room USP – encourages students to get involved in the campaign rather than try and sell them something... students don’t want to be preached to
8. Element 1 - billboard Neutral colours 12”x24” Letter gothic STD
9. Element 2 - magazine 6 pages Problem pages & a 5-a-day calculator A maze and the second game will be in the form of a ‘spot the difference’ style Article written from students perspective Font – Calibri Yellow and purple colours to excite
10. Element 3 - Packaging Neutral colours “do you have a balanced diet?.... Think about it” Includes a fact 11x10cm
11. Minor Element – beer mat Copperplate gothic bold The background would be black and the text would be white 7.5x7.5cm
