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2. HOW DOES HARTON & WESTOE ADVERTISE
THEIR COMPANY?
• FIRSTLY, THE MOST ACCESSIBLE WAY TO PROMOTE TO AN AUDIENCE IS THROUGH SOCIAL MEDIA,
ALLOWING THE AUDIENCE TO FIND INFORMATION THROUGH THE INTERNET FROM THE COMFORT OF THEIR
OWN HOME. AS OF MARCH 2019, HARTON AND WESTOE & THE BOXING CLEVER EVENTS ARE ON SOCIAL
MEDIA PLATFORMS FACEBOOK & INSTAGRAM, THESE PLATFORMS INCLUDE IMAGES AND
ADVERTISEMENTS FROM THE EVENTS THAT THE CLUB HOLDS, INCLUDING PROMOTIONAL VIDEOS FOR THE
EVENTS THAT ARE HELD THERE AND FOR THE BOXING CLEVER EVENTS CHARITY THAT RAISE MONEY FOR
THE SELECTED CHARITY BY HOSTING BOXING MATCHES IN DIFFERENT VENUES. THE CHARITY ALSO USES
SPONSORSHIPS FOR HARTON AND WESTOE FOOTBALL TEAM TO ADVERTISE THEIR COMPANY HOWEVER
IM NOT FOCUSING ON BOXING CLEVER, JUST THE COMPANY ITSELF. THE COMPANY EFFECTIVELY
ADVERTISE THE COMPANY HOWEVER I BELIEVE THEY COULD BRANCH OUT, FOCUSING MORE ON
DISTRIBUTING THE ADVERTS MORE

3. PURPOSE OF THE MARKETING CAMPAIGN
•THE PURPOSE OF MY MARKETING CAMPAIGN WAS TO PROMOTE THE COMPANY AS THAT WAS
TASK, GIVEN BY THE CLIENT. THE ADVERTISEMENTS NEED TO GIVE THE VIEWER THE MOTIVATION TO
GO AND VISIT THE GYM AND TO GET FIT, GIVING THE BOXING CLUB MORE MEMBERS AND MORE
POPULARITY ACROSS THE AREA, POTENTIALLY GIVING MORE MONEY TO THE BOXING CLEVER
EVENTS THAT RAISE MONEY FOR CHARITY BY HOSTING BOXING MATCHES BY AMATEUR BOXERS
THAT HAVE TRAINED FOR FREE IN EXCHANGE FOR BOXING IN THE FINAL EVENT. SO IN ORDER FOR ME
TO DO THIS, ILL NEED TO CREATE SOME ADVERTISEMENTS IN ORDER FOR NEW PEOPLE TO SEE IT OR
EXISTING MEMBERS TO SEE AND BECOME MORE MOTIVATED IN WHAT THEY DO THERE. AS LONG AS
THERE IS AN INCREASE IN PROFITS OR MEMBERS THAN I HAVE SUCCESSFULLY DONE MY JOB

4. WHO IS THEIR EXISTING TARGET AUDIENCE
• THE COMPANY'S TARGET AUDIENCE CONSISTS OF FOLK FROM ALL STAGES AND WALKS OF LIFE, WITH THE GOAL TO GET FIT AND TO BETTER
THEMSELVES PHYSICALLY. THE BUSINESS HAS A RANGE OF MEMBERS FROM YOUNG SCHOOL CHILDREN TO OLDER PEOPLE THAT ARE STILL WILLING TO
TRAIN AND LOOK AFTER THEIR BODIES. SO THE COMPANY HASN’T REALLY GOT A SET TARGET AUDIENCE, EXCEPT EVERYONE THAT THEY CAN INSPIRE TO
JOIN, THIS WAY IT IS A GOOD WAY TO ACHIEVE A LARGER GROUP OF VISITORS AS IT MAKES PEOPLE FROM ALL AROUND WHO MAY WANT TO JOIN, TO
FEEL COMFORTABLE AND WELCOME WHEN VISITING, WHICH MAY BRING THEM INTO VISITING MORE OFTEN. THE GYM IS VERY FRIENDLY AND THE
STAFF ARE VERY INSPIRING.
• THE BOXING CLUB WORK WITH THE CHARITY BOXING CLEVER, WHICH INSPIRES PEOPLE WHO WANT TO TRAIN BOXING, TO DO IT FOR FREE, HOWEVER
THEY HAVE TO TRAIN UP FOR A BIG FIGHT AT THE MAIN EVENT WHICH WILL BE HELD IN A VENUE, RAISING MONEY TO CHARITY'S THROUGH PEOPLE
WATCHING THE FIGHT AND PAYING FOR FOOD, DRINK AND ETC.. THIS CHARITY IS FOR A VERY GOOD CAUSE AND THEY ONLY WANT PEOPLE THAT ARE
WILLING TO DO THE EVENT AND FOR PEOPLE WHO WANT TO FACE NEW CHALLENGES. THE EVENTS ARE ADVERTISED AT THE MINUTE THROUGH SOCIAL
MEDIA AND POSTERS AROUND THE CITY FOR PEOPLE TO FIND AND ENCOURAGE THEMSELVES. THE POSTERS ARE ALSO PUT ONTO SOCIAL MEDIA,
HAVING THE QUOTES IN THE TOP LEFT TO INSPIRE THE AUDIENCE AND YET AGAIN BRING IN THOSE PEOPLE THAT MAY BE STRUGGLING IN LIFE AND
NEED A CHANGE, IN THIS CASE, FREE TRAINING THAT MANY PEOPLE MAY NOT WANT TO PASS THE OPPORTUNITY ON.

5. PRIMARY RESEARCH
• I INTERVIEWED ONE OF THE MEMBERS OF THE CLASS WHO ALSO ATTENDS THE GYM DUE TO HIM LIVING CLOSE BY, I ASKED HIM
“WHY HE GOES TO THE GYM AND WHAT HE GETS OUT OF GOING?”, AND HE RESPONDED “ WELL THE REASON I JOINED UP IN THE FIRST
PLACE WAS BECAUSE HE SAW A POSTER FOR THE GYM ONLINE AND IT INSPIRED HIM TO BECOME A BETTER VERSION OF HIMSELF, I
HAVE ONLY BEEN GOING FOR AROUND A MONTH NOW, BUT THE STAFF AND ALL THE FACILITY'S KEEP BRINGING ME BACK ALL THE
TIME DUE TO THE GREAT EXPERIENCES I HAVE THERE. IT IS JUST AS GOOD FOR MY MENTAL HEALTH AS IT IS MY PHYSICAL EVIDENCE.
ALSO, I ASKED 10 PEOPLE OUT OF THE CLASS HOW LONG THEY SPEND ON THEIR MOBILE PHONES AND 80% ADMITTED THAT THEY
SPEND OVER 4 HOURS ON THEIR PHONES, SO PERHAPS THEY NEED TO FOCUS ON SOCIAL MEDIA TO INSPIRE THEM TO GET OFF THEIR
PHONES AND COME TO THE GYM
• FROM THIS INTERVIEW, I HAVE CONCLUDED THAT PEOPLE JUST LIKE HIM ARE GOING BECAUSE OF THE STAFF AND WHAT EQUIPMENT
THE GYM HAS, THESE ALL GET PEOPLE TO WHERE THEY WANT TO BE, OR THEY MOTIVATE THEM TO THINK DIFFERENTLY ABOUT
THEMSELVES IN A POSITIVE WAY, I BELIEVE THE GYM IS A VERY GOOD WAY TO IMPROVE PEOPLES SELF ESTEEM AND THAT THIS GYM
NEEDS TO HAVE AS MUCH EXPOSURE AS IT CAN GET SO THE GYM AND THE CHARITY CAN EXPAND OUT AND GET MORE PEOPLE ON
BOARD.
• ALSO, IT SEEMS THAT MOST PEOPLE TEND TO FIND ADVERTS ONLINE, JUST LIKE THE INTERVIEW AND THE QUESTIONNAIRE HAS SAID.
THEREFORE I DO THINK THAT HARTON AND WESTOE SHOULD EXPAND ONTO NEW TERRITORY ONLINE, GETTING MORE INTERACTIVE
AND CREATIVE ONLINE, WITH YOUTUBE FOR EXAMPLE OR PAYING TOWARDS MORE ADVERTS BEING INCLUDED ONLINE.

6. SECONDARY RESEARCH• THE EXISTING COMPETITION IS THE MANY OTHER GYMS IN THE SOUTH SHIELDS AREA. I DONE MY RESEARCH AND HAVE
FOUND THAT THERE ARE AROUND 20 OTHER FITNESS GYMS IN THE AREA, ALL WITH SIMILAR BUSINESS STRATEGIES, WITH
ADVERTS AND POSTERS SCATTERED ON SOCIAL MEDIA, HOWEVER IN THIS CASE, WE WILL BE FOCUSED ON THE BUSINESSES
THAT ARE NEARBY TO THE GYM. ON THIS CASE WE WILL BE FOCUSING ON BOTH ACE MMA AND BODYWISE FITNESS SUITE,
BOTH EXTREMELY NEARBY TO HARTON AND WESTOES BOXING CLUB, BOTH WITH MAINLY POSITIVE REVIEWS. ACE MMA HAS
AROUND 15 5* REVIEWS, ALTHOUGH WE CANT TRUST IF THIS IS FROM PEOPLE WHO ARE GENUINELY SATISFIED BY THE GYM
OR IF THERE IS A BIAS, SOMEBODY PUTTING IN 5* REVIEWS ON PURPOSE TO BOOST THE GYMS RATINGS. SO IN THIS CASE, WE
WILL NEED TO DELVE INTO OUR INVESTIGATION. FIRST WE WILL LOOK AT THE WEBSITE, NOW, AS WE CAN SEE ACE HAS VERY
ADVANCED FACILITY'S AND LOOKS A LOT MORE MODERN AND UP TO DATE THAN HARTON AND WESTOE, THIS IS A PROBLEM IF
WE ARE WANTING PEOPLE TO BE DRAWN INTO JOINING HARTON AND WESTOE SINCE ACE GYM LOOKS A LOT MORE
ATTRACTIVE. BESIDES ALL THE OTHER BOXING CLUBS AND FITNESS CLUBS HAVEN'T GOT FANTASTIC LOGOS, THERE ALL QUITE
BASIC AND RELY ON FONTS, WHEREAS BOXING CLEVER AND HARTON AND WESTOE HAVE TOO GREAT RECOGNIZABLE LOGOS TO
THOSE AROUND THAT AREA
• NOW HARTON AND WESTOE IS WELL ON THEIR WAY FOR BECOMING SOMETHING GREAT, ALTHOUGH THE GYM HAS BEEN OPEN FOR
MANY YEARS, THE HEAD COACH HAS BEEN SEEN AS A VERY CHARITABLE SUCCESSFUL MAN WHEN IT COMES TO RAISING MONEY FOR
CHARITY'S, SUCH AS BOXING CLEVER EVENTS THAT HE TRAINS THE WHITE COLLARS UP FOR. NOW THE ESTIMATED FIGURE IS AROUND
THE £100,000MARK FOR HOW MUCH IS BEING RAISED BY HIM AND THIS IS GREAT PUBLICITY FOR PEOPLE WANTING TO JOIN THE
GYM AS THE GYM IS BEING USED AS A GOOD CAUSE TO RAISE THE VALUE OF LIFE FOR PEOPLE LESS FORTUNATE THAN THEM.

7. WHAT ARE YOUR IDEAS FOR YOUR
PLATFORMS• FIRSTLY, MY IDEA IS TO CREATE A SHORT ADVERT, A SOCIAL MEDIA PAGE AND A POSTER TO TRY AND GAIN PROMOTION FOR THE COMPANY.
OUT OF A RECENT SURVEY I HELD WITH THE CLASS, I FOUND OUT THAT THEY USE YOUTUBE MORE THAN ANY OTHER SOCIAL MEDIA
PLATFORM, THEREFORE I WILL UPLOAD THE ADVERTISEMENT ONTO THERE ON MY OWN PERSONAL YOUTUBE ACCOUNT, USING FOOTAGE THAT
I TOOK FROM A RECENT VISIT I HAD TO THE CLUB, USING UPBEAT, MOTIVATIONAL MUSIC TO MATCH THE SPEED OF THE TRAINING TAKING
PLACE, AT THE END I WILL SHOW THE NAME AND LOGO OF THE COMPANY AND SHOW THE ADDRESS SO VIEWERS WILL KNOW WHERE TO
VISIT THE GYM, INCLUDING THE PHONE NUMBER AND THE INFORMATION THAT THE COMPANY IS ON FACE BOOK AND INSTAGRAM. I WILL
CREATE THE VIDEO ON ADOBE PREMIERE PRO WHICH THE COLLEGE PROVIDE US WITH AND USE MY EXPERIENCE WITH THE SOFTWARE TO
CREATE AN ADVERTISEMENT THAT’LL HOPEFULLY BRING IN A WIDER AUDIENCE.
• AFTER THIS, I NEED TO CREATE A POSTER FOR THE COMPANY, I WILL USE ADOBE PHOTOSHOP AND USE THE ENDING OF MY ADVERT TO BE THE
MAIN FEATURE OF THE POSTER, FEATURING ALL NECESSARY CONTACT INFORMATION AND PICTURES FROM INSIDE THE GYM TO SHOW A
GLIMPSE OF WHAT IT LOOKS LIKE. I WILL CONTINUE TO USE THE BLACK AND BLUE COLOUR SCHEME THAT FITS THE LOGO ON THE SHEET
• NEXT I WILL CREATE A SOCIAL MEDIA PLATFORM, USING TWITTER AS THIS IS THE PLATFORM THAT THE COMPANY ISN'T ADVERTISED ON SO
THIS COULD POTENTIALLY REACH AN AUDIENCE TO THOSE WHO USE TWITTER, WHO ARE IN THE SOUTH SHIELDS AREA AND WHO WANT TO
TRAIN UP AND BECOME A BETTER VERSION OF THEMSELVES. ON THIS I WILL UPLOAD THE ADVERT AND THE POSTER TO YET AGAIN INCREASE
THE CHANCES OF PEOPLE SEEING IT AND TAKING AN INTEREST INTO THE COMPANY.

8. SCHEDULE IDEAS
• I WILL POST THE VIDEO ONLINE ON THE 30TH OF APRIL, THIS IS TO CREATE A BIGGER BUILD UP FOR THE RELEASE. I WILL THEN
RELEASE BOTH THE PAGE AND THE POSTER ON THE SAME DAY OR ROUGHLY AROUND THE SAME TIME AS I WANT TO BUILD UP
HYPE AROUND THIS BUSINESS TO CREATE INTRIGUE. THE VIDEO WILL BE POSTED TO YOUTUBE AND TWITTER AND WILL BE
SENT TO THE COMPANY VIA INSTAGRAM TO A LINK TO THE VIDEO ON YOUTUBE.
• I WILL CREATE THE VIDEO USING ADOBE PREMIERE PRO AND WILL USE A TRACK FROM NCS ON YOUTUBE AS THE
SOUNDTRACK TO THE VIDEO, USING THE FOOTAGE I TOOK FROM INSIDE THE GYM. THE VIDEO WILL BE AROUND A MINUTE AND
A HALF LONG AND WILL BE FULL TO THE BRIM OF CONTENT AND SHOWINGS OFF FROM THE GYM.
• THE POSTER WILL PARTLY FEATURE ON THE VIDEO, THE VIDEO WILL HAVE AN OUTRO AND THE OUTRO WILL FEATURE CONTACT
INFORMATION AND THE NAME OF THE COMPANY. I WILL THEN USE THIS AND MAKE IT INTO A POSTER, ADDING IMAGES AND
FOLLOWING THE SAME COLOR SCHEME. I WILL CREATE THIS AROUND WEDNESDAY THE 3RD OF APRIL
• AFTER THIS IS COMPLETE, I WILL THEN CREATE A TWITTER PAGE AS THIS IS THE COMPANY'S LESS USED SOCIAL MEDIA
PLATFORM THAT IS OF NOTABILITY. THE PAGE WILL THEN INCLUDE THE GYMS ADVERT AND POSTER THAT I CREATED. I WILL
CREATE THIS AROUND MAY TIME, TO YET AGAIN BUILD INTRIGUE IN THE COMPANY.

9. PLANNING
• IN ORDER TO PLAN FOR THE ADVERT, I WILL NEED TO GET AN IDEA OF WHAT I WANT TO FILM. I WANT TO GRAB THE
VIEWERS ATTENTION TO THE GYM, WHAT IT FEATURES AND WHAT SORT OF PEOPLE WILL VISIT THE GYM. IN THIS CASE, I
WILL RECORD SOME OF THE PEOPLE TRAINING, AS WELL AS PEOPLE FROM MY CLASS TO HIGHLIGHT THE VARIED
AUDIENCE THAT THE GYM BRINGS IN. THE VIDEO WILL HAVE AN UPBEAT TRACK IN THE BACKGROUND AND THAT WILL
MOVE WITH THE MOMENTUM OF THE VIDEOS STRUCTURE. I WILL NEED A CAMERA AND AN SD CARD THAT I CAN SAVE THE
VIDEOS ON. I WILL ALSO NEED TO GET A BUS TO TRAVEL THERE, HOWEVER I WILL BE TRAVELLING WITH PEOPLE FROM THE
AREA AND WILL BE GUIDED HOW TO VISIT THE GYM
• I WILL BE TRAVELLING TO THE GYM ON THE 1ST OF APRIL AND WILL ARRANGE TO MEET AT 9 AM AT PARK LANE
INTERCHANGE IN SUNDERLAND. I WILL THEN NEED TO GET THE BUSES NEEDED TO GET THERE AND WILL ARRIVE AT
AROUND 11 TO FILM IN SOUTH SHIELDS. I WILL THEN FILM AROUND THE GYM, PEOPLE USING CERTAIN EQUIPMENT AND
THEN I WILL PUT TOGETHER THE VIDEO ON THE DAY AFTER ON THE 2ND OF APRIL.
• I WILL THEN CREATE THE POSTER AFTER I HAVE CREATED THE VIDEO AND WILL THEN SOON CREATE THE SOCIAL MEDIA
PAGE AND POST BOTH PLATFORMS ONTO THAT TO FURTHER PROMOTE THE COMPANY

10. PREPARE MATERIAL• I CREATED THE ADVERT ON PREMIERE PRO, I USED THE FOOTAGE THAT I TOOK AT THE GYM AND PASTED THEM ONTO PREMIERE
PRO, ADDING A NON COPYRIGHTED SONG IN THE BACKGROUND, I DIDN'T USE ANY EFFECTS, ONLY EDITING TECHNIQUES,
WHICH I MADE QUITE QUICK AND ON THE BEAT OF THE MUSIC. I THEN WENT ONTO PHOTOSHOP AND MADE THE ENDING
PICTURE FOR THE ENDING OF THE VIDEO. I THEN UPLOADED THE VIDEO TO YOUTUBE.
• I CREATED THE POSTER ON PHOTOSHOP, USING THE ENDING OF MY SHORT ADVERT FOR INSPIRATION, I WANTED TO CREATE
AN ADVERT THAT COULD EASILY PASS OFF AS A PROFESSIONAL POSTER, ONE THAT HAD A STRONG COLOUR SCHEME AND I DID
JUST THAT WITH THE BLUE, WHITE AND BLACK THAT MAKE UP THE LOGO AND IN THIS CASE, ALSO THE COLOUR OF THE
POSTER, THIS PICTURE ON THE BOTTOM RIGHT IS THE RAW IMAGE OF ME CREATING THE POSTER. I HAD TO USE PHOTOSHOP
AS THAT OFFERS THE BIGGEST VARIETY OF TOOLS THAT WERE NESSISARY TO CREATE THE POSTER. I ALSO ADDED A BORDER
AROUND THE PAGE BY ADDING THE SQUARE SHAPE ONTO THE POSTER AND SENDING IT TO THE BACK, WHERE I TURNED THE
SQUARE BLUE TO FIT THE LOGO OF THE COMPANY. I SCREENSHOTTED THE ENDING OF THE ADVERT AND PUT IT ONTO THE
DOCUMENT, ADDING IT ONTO A A4 PAPER DOCUMENT, THEN ADDING IMAGES FROM THE GYM FROM INSIDE THE GYM TO
SHOW PEOPLE WHAT IT IS LIKE. AFTER I WAS DONE I SAVED AND PUT IT ONTO MY SOCIAL MEDIA ONCE THE SOCIAL MEDIA
PAGE WAS UP.

11. PRE-TESTING• ONCE I HAD FINISHED THE VIDEO, THE POSTER AND THE WEBSITE. I SHOWED A NUMBER OF STUDENTS WHAT THEIR THOUGHTS
WERE, THEY ALL AGREED THAT THEY INDEED LIKED THE ADVERT, SAYING THAT IT WAS UPBEAT, EDITED WELL AND HAD A FEEL OF
WHAT THE GYM IS ALL ABOUT. HOWEVER A NUMBER HAVE SAID THAT THEY DIDN’T LIKE THE MUSIC THAT WAS PLAYING IN THE
BACKGROUND, DUE TO THEIR PERSONAL PREFERENCE. I'M NOT A HUGE FAN MYSELF FROM WHAT IS PLAYING DUE TO MY MUSIC
TASTE, HOWEVER THE MUSIC WAS UPBEAT, MATCHED THE VIDEO AND WAS MOST IMPORTANTLY FREE TO USE IN MY VIDEO. I REALLY
COULDN'T TURN THAT DOWN.
• I ALSO SHOWED THE CLASS THE POSTER, THEY MAINLY SAID THAT THE POSTER WAS A LITTLE TO DARK AND WASN’T WELL LIT
ENOUGH FOR THE COMPANY, AND IT NEEDS TO BE A MORE COLOURFUL AND ENJOYFUL POSTER TO LOOK AT. THEREFORE I TOOK THEIR
WORDS FOR IT AND ADDED A LOT MORE BLUE ON THE EDGES AND MADE THE FONTS BLUE AND WHITE TO MATCH THE LOGO, THE
CLASS THEN AGREED IT LOOKED BETTER AND THOUGHT IT LOOKED MODERN AND INTRIGUING ENOUGH AS A POTENTIAL VISITOR FOR
THE GYM.
• OVERALL, I BELIEVE THE CAMPAIGN WAS A SUCCESS, I MAY NOT KNOW YET IF I HAVE ENCOURAGED ANYONE TO GO AS OF TODAY, BUT
HOPEFUL SOMEDAY PEOPLE TAKE NOTE FROM WORK AND WILL CONTRIBUTE TOWARDS THE COMPANY AND MOST IMPORTANTLY
THE CHARITY.