The document outlines the aims and considerations for research to create marketing materials for the charity SASH. It discusses looking at 3-5 existing marketing artifacts like leaflets and posters from other campaigns. Primary research would involve interviewing 10-20 people aged 16-24 using open-ended questions to understand perceptions of homelessness without causing offense. Research would be successful if it provides experiences and opinions to inform appropriate and positive representation of SASH's work in the local community. Sensitivity is needed to avoid challenging beliefs or discomfort, and focus groups may be better than individual interviews. Finished pieces could be distributed in youth centers and on the street to spark conversation about the charity. SASH faces potential funding issues if public donations decrease, limiting events

1. Aims and Considerations sheet
Existing Products:
How many existing artefacts do you feel you will need to look at?
I feel for my project I will need to look at around 3-5 artefacts, these include leaflets, posters and
billboard/bus posters. Looking at these specific types of artefacts will allow me to gain a wider
understanding of print based media objects that work successfully in charity campaigns and
marketing. It’s important in campaigning for charities and producing marketing objects to include
lots of information and factors relevant to the charity, leaflets and posters are a good form of
provide information and brief facts significant to the purpose of the campaign.
What kinds of artefacts are you expecting to look at?
As I stated above, I am looking at leaflets, posters and billboards – I want to look at these specific
artefacts because I feel leaflets are an excellent source of information in marketing. This goes the
same for posters and billboards, except the information is briefer. It would be good to experiment
with different ratios of images and text on different aspects of marketing products to find a good
balance that will fit the demographic and overall purpose of the campaign, SASH.
What elements will you be looking at to help you with your research?
I will be looking at existing marketing artefacts relating to the brief and from other charity
campaigns to take away ideas on format, colour, text, imagery and layout. Often more attractive,
bold leaflets attract an audience but in some circumstances, sticking to a more contemporary
format is more beneficial of the purpose of informing and guiding readers. I will need to be
sensitive and ethical with what sort of imagery and content I am using as not to offend or cause
controversy with my marketing ideas.
Primary Research:
How many people would you hope to question as part of your primary research?
For my interview and questionnaires I would preferably like to speak to around 10-20 people in the
local area in order to gain a reasonable amount of information for me to make a successful
collection of marketing products. I’d like to speak to a range of people within the 16-24 age group
and their experiences (if they have any) and opinions on homelessness and how they feel it
represents visually and mentally.
What age group would you like to target and why?
I would like to target 16-24 year old because firstly, it is specific in the brief and secondly, I feel I
would be able to speak more confidently and relate more to a younger demographic about their
opinions and representations of homelessness and society surrounding. In the UK, there is a larger
number of young adults that become homeless compared to people 25+ - therefore it can be an
interesting topic of conversation as to how people view the issue and what we can do to prevent it.
What methods will you use?
I will use detailed, open questions in my interviews so that I can gain a wider variety of answers
and opinions than I would be getting with for example, closed questions. If I wanted a more brief,
but substantial amount of answers I would create a survey using SurveyMonkey and branch it

2. across social networking sites such as Facebook and Twitter. However this may not prove as
successful in giving me information to work off and opinions to base my marketing material on.
How will you know if your research has been successful?
I will know my research has being successful when I can create a good draft and have a basic
concept of how to approach my marketing artefacts. For example, having experiences and
personal opinions on homelessness in the younger community with help me to create an
appropriate account in my context so that I do not offend or cause controversy amongst the
readers. I want to reflect on the charity, SASH – well and perceive them in a positive mannerism
and describe how they help and relate to the local community.
Considerations:
Why might you need to be sensitive when carrying out research during this project?
I will need to be sensitive of peoples opinions and beliefs on homelessness and not challenge their
statements, but be accepting and take it as a wider horizon on how to approach and more wider
audience by including different opinions. Often people do not want to disclose information on
their past experiences or how they feel about homelessness, and I must respect their decision so
as not to cause offence.
Could you face any problems when trying to do this research? If so, is there a way to overcome
these?
As I just stated, I could face challenges with people not wanting to disclose information of their
previous experiences or personal views. I will need to either change my questions so that it doesn’t
necessarily target a specific person, but more a mass audience that they can reflect on and each
share opinions and views rather than feeling uncomfortable or awkward about taking part in my
interview. Often focus groups or group interviews are a better method of gaining information as it
allows friendly discussion rather than feeling singled out.
Where would you expect your finished pieces to be displayed and distributed?
I would expect my final pieces to be handed out in the street by members of the charity, where
they can spark conversation about the charity if anyone has any questions of queries. Or that they
might be displayed in youth clubs, schools, colleges etc. and places that target issues regarding
young adults such as Connexions and other social groups.
What funding issues might an organisation like SASH face?
SASH is completely public funded which could lead to having less money if donation was to stop or
radically decrease. This can mean them having less funds to host charity events that could involve
hiring a venue, paying for advertising etc. It could result in having to take out loans to promote the
charity or resulting in bankruptcy.