The document proposes creating a pop-up student market to utilize empty spaces on campus. It outlines objectives such as developing a brand, conducting market research, and strengthening marketing ideas. The goal is to encourage student participation in the market. Research was conducted on pop-up markets and art galleries to inform the design of the student market. A logo was created and marketing strategies like social media, flyers, and a student newsletter were proposed. The launch is planned for April 20th and would provide benefits to students, customers, and the local council community. Future plans include expanding the market's social media presence and finding new building locations.

1. POP- ART
Pop-Up your Art
THE POP-UP STUDENT MARKET
Bobbie, Tiffany, Charlie & Katie

2. BRIEF
• To turn disused spaces > pop-up student market.
• To develop media & communications outputs.
• Campaign that would encourage students.

3. OBJECTIVES OF THE BRIEF
• To create a brand name and overall brand for the pop-up market
• Research the brand idea and create a strong image to allow the audience to
identify the brand.
• Begin target market research to gather information about the audience.
• Look into marketing and advertising techniques, to gather information and ideas
about how to make a campaign to encourage students to get involved.
• Start to work on strengthening the brand and marketing ideas.
• Consider how the building will be formed into a pop-up market

4. AIM
To get the students to participate in the
pop-up student market.

5. LOGO Simplistic
logo design
Lips are a main
symbol of Pop
Art and pop
culture
Red is an eye catching
colour – grabs peoples
attention
Basic and
simplistic style
Shows our brand
identity and allow
people to associate
the logo to our
unique image
Identity

6. Uses and gratifications
This focuses on the idea
that people are active
seekers of information –
seeking pleasure, creating
relationships and contacts
through a brand
community
THEORIES BEHIND THE LOGO
Cognitive process theory
The idea that we only pay
attention for 25 seconds, so
we have to have an eye
catching logo
Aids to attention include
images, space and size are
important so that its big and
simple.
Katz, E., Blumler, J. and Gurevitch, M. (1973).
Uses and Gratifications Research. Public Opinion
Quarterly, 37(4), p.509.
Flower, L. and Hayes, J. (1981). A
Cognitive ProcessTheory of Writing.
College Composition and
Communication, 32(4), p.365.

7. RESEARCH
• As a group we conducted primary research and market research to find out what
are the best advertising and promotion techniques for our campaign.
• Market research - Questionnaire to find out critical information from our target
market
• Conducted primary research – visited art gallery & pop-up market

8. QUESTIONNAIRE

10. • Vital information
• Majority of people would like to exhibit work
• Advertising techniques
• People would appreciate refreshments
• People would be willing to pay an entry fee- fund advertisements and launch and
refreshments
RESULTS

11. POP-UP MARKET
RESEARCH
‘Pop-up Margate’

12. FINDINGS Building
• Well lit areas – spotlights
• Distinct sections
• White walls
• Assortment of hand-made and
artistic goods.
Advertisement
• Website
http://margatetownteam.org.uk/
• Information on facebook ‘Margate
TownTeams’ page

13. ART
GALLERY
RESEARCH
Turner
Contemporary
Gallery
Margate

14. RESEARCH FINDINGS
Building
• Open spaces
• Lots of windows – natural light
• White walls
• Modern and contemporary
Advertisement
• Website:
http://www.turnercontemporary.org/
• Facebook
• Twitter
• Youtube
• Instagram – artistic way of promotion

15. Segment your
audiences
Business
objectives
Marketing
objectives
Perceptions to
create in 3, 6, 9
months
Messages to
convey
PR & social
media tools
Students
producing and
selling their
products
At least 30 students
to participate within
1 month of planning.
Promote the selling
of the products
That the more they
participate in the
markets, the more
noticed their work
will become
Giving the
opportunity to sell
and promote their
talents and products
Twitter/ Facebook/
Instagram
Student
customers
To get at least 50
student customers
to visit per day
Promote the
products and
exhibition to clients
Student budget
prices for handmade
arts and crafts
Student friendly
environment
Twitter/ Facebook/
blogging/
Instagram/ posters
General public
customers
To get a mixture of
clients and ages, at
least 50 people per
day
To provide
refreshments
Pop-up market
providing a variety
of products and art
for all ages.
Artistic and talented
individuals work on
display and for sale
Radio coverage/
newspapers/
Facebook
Media Give a great pitch
about our
objectives.
Get media coverage
and exposure across
Kent
Strong awareness of
what we do and
produce
New and up-coming Pitch/ news release
MEDIA PLANNING TOOL

16. SOCIAL MEDIA
• The best way to inform students
• Big part of their lives
• Interactive form of promotion
• Active
• Can expand on a global scale
• Instagram- art forum, share images
• Twitter and facebook - updates
Two-Step flow of communication model
• Mass media transmits messages to opinion leaders- in
this case facebook, twitter etc.
• Social media transmits interpretations to the public
Katz, E. (1957).TheTwo-Step Flow of Communication:An Up-To-
Date Report on an Hypothesis. PublicOpinionQuarterly, 21(1,
Anniversary Issue Devoted toTwentyYears of Public Opinion
Research), p.61.

17. FACEBOOK

18. TWITTER

19. INSTAGRAM

20. WEBSITE

21. OTHER FORMS OF PROMOTION
• Constant
• Visual/ audio form of promotion
• Traditional form of advertisement, may focus on the people that aren’t regular users of
social media
• Direct marketing
• reflects creativity of an artistic market
Linear Communication Model
• sender encodes a message via a channel and the
message is decoded by the receiver.
• We encode the message through: flyers, radio
broadcast etc. Shannon, C. E., &Weaver, W. (1949). The mathematical
theory of communication. Urbana, Illinois: University of
Illinois Press

22. FLYERS/ BUSINESS
CARDS • The design
• The cognitive process theory:
• We pay more attention to the top
right hand corners of the pages.
• Persuasion; directly addressing the
audience ‘YOUR’
• How we will use it
• Increase the involvement of
university catering- hand out with
food in the canteen
• Distribute in local nightclubs in the
high street and to shoppers.
Flower, L. and Hayes, J. (1981). A Cognitive Process
Theory ofWriting. College Composition and
Communication, 32(4), p.365.

23. STUDENT
NEWSLETTER
It will be released with the launch.
Two step flow of communication
theory
Audiences are passive
Consume all the information
Cognitive process theory
More likely to sell a brand image…
Same logo, same red theme throughout
Flower, L. and Hayes, J. (1981). A
Cognitive ProcessTheory of Writing.
College Composition and
Communication, 32(4), p.365.
Katz, E. (1957).TheTwo-Step Flow of
Communication:An Up-To-Date Report on
an Hypothesis. Public OpinionQuarterly, 21(1,
Anniversary Issue Devoted toTwentyYears
of PublicOpinion Research), p.61.

24. RADIO
TRANSCRIPT
• KMFM
• CSRFM

25. BUNTING AND
FLAGS
• Festive decoration
• Artistic
• Forms community
• Hung around the university
• Reinforces brand identity
• Collaboration with uni
canteens- flags placed in
cupcakes.
• QR codes- scan > website
• Creativity in to practice

26. HOW THE STUDENTS WOULD GET
INVOLVED

27. THE LAUNCH
When will the pop up
market launch?
Where will it launch?
How will it launch?
How do people visiting
pay?
Monday 20th April 12-3pm
Advertisement will begin 4 weeks in advance
Canterbury
All people involved in the market will meet on the 19th April
6pm which would be explained in information packs. Build
spaces and organise.Then meet 9am on the 20th April to
exhibit their products and prepare.
Pay on the door

28. BENEFITS
Students
• Gain confidence
• Experience
• Opportunity to gain
recognition
• Professional
Customers
• Appreciate new art
and talent
• Cheap entry fee
• Purchase and view
unique products
The council
• Build community
between students
and people of the
area
• Making use of
disused spaces
• Making money to go
towards charity

29. Future plans
• Research in to buildings and their sustainability
• Create social media hub between students exhibiting their work
• Expansion of social media platforms – youtube, pinterest etc.
• Create sample information packs.
• Expand the idea of pop-up shops- art and design comptetions
• Integrate with other larger organisations to promote young artistic talent – e.g.
National Art Gallery

30. Thank you
Any questions?