Unit 15 pitch - lo4

Unit 15 - Pitch - LO4
Lewis Millard

Introduction
Welcome to my pitch!

Mindmap
Colour
Scheme
Target
Audience
Logo /
Masthead
Names
Frequency of
Release
Logo Designs
Slogan
Marketing of
the Product
Amplify –
Connotations
are loud and
outgoing.
Red & Black – Dark
Colours shows
emotion.
‘Europe's Loudest
Festival’ –
connotations are of
a loud volume
showing status.
Teenagers up
to 40 as these
are the age of
people that are
actually
interested in
going to to
festivals.
Print Based Media
(Poster). This is the
best way as it is
cheap, time
efficient and easy
to do.
Only once as
there is only
one festival
every year .
Amp is short for amplify which
has connotations of loud and
outgoing.

Proposal
My product is a poster that is going to be advertising the festival ‘AMP’. My aims are to get as many people to see the poster and join
the festival. Additionally to make a lot of money and raise awareness of what artists will be playing at the festival. Objectives: My
objectives are too have an attendance of 50,000 and make £5,000,000.
The target audience of my poster would be teenagers up to 40. We will do this by featuring and displaying current, yet popular artists
like Arctic Monkeys . I may even feature artists that are older or less well-known artists to cater for an older target audience.
Maslow – Maslow's Hierarchy of Needs would be safety needs because you want the customers to feel like they are safe when at the
festival.
Katz – Katz Uses & Gratification Theory would be to Inform and Educate, this is because the poster will tell you a lot about upcoming
artists, albums and songs that will be played.
Hartley –
1. Age- 15-40
2. Gender- male
3. Class- Middle Class (B)
4. Ethnicity- UK/British
5. Nation- UK
Psychographics – The main type of readership for my magazine would be male. This is because more males are interested in going to
festivals.
Socio-economic needs – The Socio-Economic Needs is a B because the festival is for middle or lower class people who don’t earn that
much money but enough to afford a ticket to the festival.
The slogan of my poster will be ‘Europe's loudest fest’. The message behind this is very simple, it is meant to be the best festival in
Europe. Other than the level of volume, this is backed up with the connotation of big and up there with the best by the word ‘loudest’.
The unique selling point of this festival would be that it is quite small attendance wise. People will like to go to a smaller festival if they
don’t want to be too cramped and surrounded by hundreds of thousands of people.
The style of my festival will be very relaxed and friendly. This is so that everyone feels welcome and can have an enjoyable time when
you are their. The clothing will be causal dress and the genre will be pop. The colours of the fest will be red and black.
On my print based advertisement, will be the main heading, a main background image and lots of informative text telling you all the
details about the festival including whose playing, when it is, where it is, prices and social media links/contact us links.

Hand Drawn Drafts
Here are my hand drawn drafts for my poster print based advertisement. I prefer the one on the right
as the slogan will look professional just underneath the masthead in the centre of the page.
Additionally, I like how the artists will be displayed centrally, at the bottom of the page.

Graphic Layouts
These are two examples of my graphic layouts. I prefer using graphic
layouts as it is done on the computer, is cheaper and it is very easy and
clear to understand.

Campaign Message
The message behind my poster is very simple, it is meant to be the
best and loudest festival in Europe which has come from the name
‘AMP’. This is backed up with the connotation of big and up there
with the best by these powerful word shortened from ‘amplify’.
The unique selling point of my festival would be that it is quite
small attendance wise. People will like to go to a smaller festival if
they don’t want to be too cramped and surrounded by hundreds of
thousands of people. Another high factor that people will
encounter is safety. As a customer you want to ensure that you will
be safe and will not be crushed. Before publishing any
advertisements, the company will want to make sure they are
conveying the right message. This would be mainly to have fun and
enjoy yourself.
To advertise for my event I chose to print posters. This may be quite
expensive however very effective as if you put the posters in busy,
public places lots of customers will be attracted.

Target Audience
The target audience of my poster would be teenagers up to 40. We will do this by featuring and
displaying current, yet popular artists like Arctic Monkeys . I may even feature artists that are older or
less well-known artists to cater for an older target audience.
Maslow – Maslow's Hierarchy of Needs would be safety needs because you want the customers to feel
like they are safe when at the festival.
Katz – Katz Uses & Gratification Theory would be to Inform and Educate, this is because the poster will
tell you a lot about upcoming artists, albums and songs that will be played.
Hartley –
1. Age- 15-40
2. Gender- male
3. Class- Middle Class (B)
4. Ethnicity- UK/British
5. Nation- UK
Psychographics – The main type of readership for my magazine would be male. This is because more
males are interested in going to festivals.
Socio-economic needs – The Socio-Economic Needs is a B because the festival is for middle or lower
class people who don’t earn that much money but enough to afford a ticket to the festival.

Launch Dates – poster
Meeting Date Time Purpose
Planning and pitching the
ideas about the poster to
the client
1st October 9:00 Let the client know my ideas and allow them to talk about
theirs.
Client approval meeting for
the poster
7th October 1:00 The changed are done and pitched again to the client and
final ideas are discussed.
Client budget meeting for
the poster
8th October 1:00 Budget of the project will be discussed
Planning and production of
the final poster
10th October 9:00 Planning where and how I will do the poster
Post production of print
advert
15th October Editing the photos and poster
Client and focus group
screening of a print advert
16th October 9:00 Showcased to a number of people to get feedback
Post production
refinements of poster
17th October I am making the changes that have been previously talked
about.
Final client approval for
poster
19th October 10:00 After the changes are done, show the client the final piece.
Format and scheduling for
a poster
20th October 10:00 Me and the client deciding on when the product have to be
launched.
Launch date of poster 25th October 8:00 Launch the advert.

Risk Assessment
Uneven ground could cause injury to ankles or
legs. This is because you could trip up or fall
over.
As the image is a close up, I need to make sure
the flash will not go off as this will cause damage
to your eyes.

Proof Reading / Sub Editing
Risk Assessment
There are a few things I need to consider when constructing
the product. These are that all the images and texts used must
be correctly inline with each other and look professional. The
other thing is that all the colors must work well together.
Additionally all the spelling, punctuation and grammar must
be perfect as the poster will be seen by hundreds of
thousands of people.
I will check for these mistakes after I have the poster and will
double check to make sure there are no errors. There are
potential mistakes to be made on big paragraphs as there is a
higher chance for punctuation and grammar spelling. Also,
there is a high potential for mistakes to be made in dates and
locations and prices as these things can be subject to change.

Photoshoot Plan
Lewis Millard will be the photographer. I
am going to have close up shots to get
more detail and technique in the photo. I
am going to use angles that allow me to
see a reflection of a guitar in the glasses
that my model will be wearing. I am going
to use dark colours in my text therefore I
am going to make the images light to
make the text stand out when it has been
added to my poster.
Where: School Photoshoot room
When: anytime of the day as we can
using lighting in the studio.
Inspirational Images

Select fonts/graphics/colours
/ House Style
The three images to the right are all fonts taken
from dafont.com. These are the potential fonts
I could use for my masthead. However I have
chosen the middle one as I like the solid black
lines above and below the font as I think this
looks very professional. Additionally it is big
and bold which looks very professional.
The colour will be black as I think this will look
good with the lighter colored vbackgrounds.
The house style will be very inviting and
friendly to look at. This is so it will successful
convey the campaign message.

Test Photography
These are the images are took which have
potential to feature on my final poster idea. I
went with this one in the end as I think it is
crystal clear, detailed and I like the idea of the
reflection and techniques which have been
demonstrated in the image.

Production Plan
Monday
18th Sep
Tuesday Wednesday Thursday Friday Saturday Sunday
Deciding who will
headline on what day
and general discussions
and ideas.
Design layouts and
announce artists.
Produce advert
Start producing and
planning audio visual
Send first advert to
printing company
Continue filming and
producing audio visual
Printing of poster is
taking place.
Edit audio visual
Posters are released
Carry on editing audio
visual
Monday 25th
Sep
Start the designing and
layout for the
announcement of the
last three headliners.
Carry on editing audio
visual
Finalise. Then start to
produce the next poster
for the next
announcements
Add in extra bits to audio
visual that are needed
Continue the production
of the psoters.
Upload audio visual.
Posters sent to printing. Posters being printed. Second poster released
of the final headliners.
Monday 2nd
Oct
The layout for each
performers playing on
what dates and where it
will be held.
Produce the official
poster and be ready to
send it off to printing.
Final checks and sent off
to the printing team.
Audio visual advert
released.
Posters being printed. Release the final poster
advert with the
completed and official
acts and what days they
playing.

Production Plan Continued
Monday 9th
Oct
Design the alternative
advertisement for the
magazine, slightly
changing the poster so
you keep brand
recognition.
Carry on designing Complete the advert
design
Confirm all the
information is correct.
Final poster based
advertisement is
released and work out
which information is
going where on the
poster.
Monday
16th Oct
Start to produce the
final and official advert.
Produce the advert. Produce the advert. Produce the advert. Triple check the advert
for any errors.
Monday
23rd Oct
Add any details if
necessary.
Sent the print based
advertisement to
magazine companies.
Make sure the
magazines receive the
advert and include it for
their next release.
Magazines with the
same genre to the
festival will receive the
advert.
Launch
date: 25th
October

Planning For An Audio Visual
Advertisement
I think it would be a good idea for the audio visual advert
to include videos of people dancing and singing as if they
were at the festival. Also background music of the artists
singing can be played. They can be filmed in a dark room
with strobe lighting and flashing to make it look like they
are at a festival. This can then be distributed to social
media sites such as Facebook, YouTube and Instagram.
The advert can last about a minute and will be on the
social media page for 6 months before the event takes
place.

Equipment And Cost
Equipment Cost
Apple Mac Book Pro £2000
Microsoft Office £790 per user a month.
Desks and Chairs £175/desk
£35/chair
Printer x3 £232.17
Cameras x2 £428
Pens £10
Sources: http://www.apple.com/uk/shop/buy-mac/macbook-pro
https://products.office.com/en-gb/business/compare-office-365-for-business-plans
http://www.ikea.com/gb/en/products/chairs-stools-benches/office-chairs/torkel-swivel-chair-bomstad-black-art-50212486/
This table illustrates the importance of cost within a business. This is because as a business
you need to budget and know how much you are spending so you can work out profitability.
Additionally, you can later on use the information to work our profit using the calculation
(revenue – cost).

Staff And Cost
Staff Salary
Publisher £53,500
Photographers £42,000
Sources: http://www.forbes.com/sites/booked/2011/08/18/the-lives-and-
salaries-of-magazine-and-book-editors-4/#1df9cb937806
http://work.chron.com/much-money-magazine-editors-make-
year-11190.html
http://learn.org/articles/Magazine_Journalist_Your_Career_and_S
alary_Questions_Answered.html
This table also demonstrates the importance of cost within a business. This is because as a
business you need to budget and know how much you are spending on staff and salaries so
you can workout potential profits. Additionally, you can later on use the information to work
our profit using the calculation (revenue – cost).

Printing Quotes and Costs
http://print24.com/uk/product/magazines/
500 copies would only cost £19.88.

Equipment
The equipment I will use in my
photoshoot consists of a tripod and a
camera. I am going to go to Ashtead
Common to take the photos and also go
to London. I will find where the best
place is and use the photos. I hope to
take photos of landscape and/or
sunset/sunrise.

Location
I will print off 500 posters in total which will be just short
of £20. I think this is a good deal as it is not very costly for
such a large amount of posters.
I will display the posters in Croatia and in the UK. This is
because the event is in Croatia and people in the UK will
also want to go out to Croatia for the weekend. I will hire
various different people to go around certain areas
putting up the posters. For example I will hire someone to
walk around London putting up posters which for a few
days job will not cost that much money. I will send the
posters to this persons house and inspect London to
prove they have done it.

Location Recce
Location
Time
Date
Why?
School
30th September 2017
Doesn't’t matter as we can change the lighting I the studio
Picture Needed / Required
Shot type
Props and equipment
Lighting
Costume
Person
Why?
Close up
Sunglasses should be work for reflection
Lots of lighting
My friend can be in it wearing a pair of glasses.
Potential Hazards / Risks
Location Specific
Why?
Uneven ground could cause injury to ankles or legs. This is because
you could trip up or fall over.
Slippery floor may cause a slip which can seriously harm you.
Bright light from the flash must not be directly into someone's eyes
as this can damage their eyes.

Role of Relevant Regulatory
Bodies
The Editors’ Code of Practice sets out the rules that
newspapers, magazines and posters etc. regulated by
IPSO have agreed to follow. The Code is written and
administered by the editors code committee and
enforced by IPSO. The Editors' Code of Practice
Committee writes, reviews and revises the Code of
Practice to keep it fresh, responsive and relevant.
The latest version of the Editors’ Code of Practice
came into effect on 1 January 2016.
Source: https://www.ipso.co.uk/IPSO/cop.html

Does it meet legal and ethical
requirements and how?
The Editors’ Code of Practice sets out the many rules that posters regulated by IPSO have agreed to follow. To the
left are three examples of the rules; Accuracy, Discrimination and Confidential Sources.
Outlook festival poster meets legal and ethical requirements. This is because the publishers will not have included
any content that has a potential to harm or offend someone. For example, racism or sexism.
This relates to my poster as AMP must follow these rules before publishing a poster. For example, number 12,
Discrimination. AMP must double check the whole poster including images and texts to ensure there is no
prejudice against ‘race, colour, religion, sex, gender, sexual orientation or any physical or mental illness or
disability.

Copyright
Copyright is when there is a legal right which lasts
for a certain amount of years so you can’t print,
publish, perform, film, or record literary, artistic or
musical material that already exists.
There is no copyright symbol on the front page of
the hard copy of the magazine itself. However this
does not mean there is no copyright within the
magazine. Throughout the content of the poster
there are copyright laws and even copyright within
advertisements.
Since the copyright law changed in 1998, the
employees gave their own rights for photocopying
from a paper version and reproduction in a book.
For example this could be a writer or a
photographer. Then the employer(s) have rights for
everything else.
Intellectual property (IP) refers to creations of the mind, such as inventions; literary and artistic works; designs; and
symbols, names and images used in commerce. There is evidence of other intellectual property (IP) being used in
the magazine. Above is the types of protection and what examples of intellectual property are associated with
them.
Source: http://www.wipo.int/about-ip/en/

Royalties
Royalties is when a poster has included content which is copyrighted and if someone
else includes this information then they have to pay the original magazine.
Copyright Infringement
The use or production of copyright protected material without the permission of the
copyright holder. Copyright infringement means that the rights given to the copyright
holder, such as the exclusive use of a work for a set period of time, are being breached
by a third party. Music and movies are two of the most week-known forms of
entertainment that suffer from significant amounts of copyright infringement.
For example, if my poster were to an image. You would not be allowed to copy it and
play it else where for your own beneficial, advertising purposes. However, if you were
to break the law and do so, a penalty would be put in place depending on how serious
the crime is.
Source: http://www.investopedia.com/terms/c/copyright-infringement.asp

Regulatory Issues
IP/Watermark
Things that tend to have copyright can be also known as
Intellectual Property (IP) and this is protected by the law. IP can be
divided into two categories which are; Industrial Property and
Copyright. As well as IP on printed work for example on an image
on google that has been printed, you can get a digital watermark
which protects any copyrighted content from any poster online and
in any digital format. It is very significant to have this because it
means people will have to pay you to use your ideas and
information.
For example, particularly on my poster, if you find an online copy of
the content then you cannot use it if it has a watermark on it.
Additionally, you have to contact me and either ask for permission
or pay for it. This is good for me as it is another source of income.
An IP/Watermark is demonstrated to the image on the right .

Regulatory Issues
Data Protection Act (1998)
The Data Protection Act (DPA) is a law designed to protect personal data stored on
computers or in an organized paper filing system.
During the second half of the 20th century, businesses, organisations and the
government began using computers to store information about their customers,
clients and staff in databases. For example; names, addresses, contact information,
employment history, medical conditions, convictions and credit history.
The 1998 Data Protection Act was passed by Parliament to control the way
information is handled and to give legal rights to people who have information stored
about them.
Other European Union countries have passed similar laws as often information is held
in more than one country.
Source:
http://www.bbc.co.uk/schools/gcsebitesize/ict/legal/0dataprotectionactrev1.shtml

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Unit 15 pitch - lo4

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