2. CAMPAIGN PROPOSALCAMPAIGN PROPOSAL
ADVERT CAMPAIGN FOR CLOTHING AND FASHION A CHARITY SHOP.
3 IMAGES:
1 LANDSCAPE FOR A BILLBOARD
2 PORTRAITS FOR NEWSPAPERS, MAGAZINES AND POSTERS IN A BUS STOP.
TARGET AUDIENCE
THE TARGET AUDIENCE FOR MY CAMPAIGN WILL BE AGED 16-25 BECAUSE PEOPLE OF THESE AGES ARE MORE LIKELY TO GO TO AND SHOP IN CHARITY SHOPS BECAUSE OF THE LOW PRICES AND BECAUSE
THEY CANT AFFORD HIGH STREET CLOTHING. THE GENDER I HAVE CHOSEN FOR THE TARGET AUDIENCE OF MY CAMPAIGN IS MIXED GENDER THIS IS BECAUSE BOTH GENDERS ARE LIKELY TO GO TO CHARITY
SHOPS HOWEVER, WOMEN ARE MORE LIKELY TO GO TO CHARITY SHOPS THAN MEN ARE BUT MEN DO STILL SHOP IN THEM AS WELL, BOTH GENDERS ARE CAPABLE OF BEING IN POVERTY AND WILL SHOP IN
CHARITY SHOPS FOR CLOTHS THAT THEY NEED DESPERATELY. THE SOCIAL CLASS FOR MY CAMPAIGN IS WORKING CLASS AND LOWER CLASS, THIS IS BECAUSE CHARITY SHOPS ARE MOSTLY AIMED AT THAT
AREA OF CLASS IN GENERAL, PEOPLE FROM THESE CLASSES DON’T HAVE A LOT OF MONEY SO THEY CAN’T ALWAYS AFFORD CLOTHES FROM HIGH STREET SHOPS, SO THEY SHOP IN CHARITY SHOPS. THE
GEOGRAPHICAL PLACEMENTS FOR MY ADVERTISEMENTS WILL BE IN POORER AREAS LIKE COUNCIL ESTATES, THESE PLACES ARE IDEAL BECAUSE PEOPLE IN THESE AREAS ARE MORE LIKELY TO VISIT CHARITY
SHOPS ANYWAY. ADVERTISEMENTS IN THESE AREAS WILL BE PUT IN BUS STOPS AND SHELTERS SO THAT THEY ARE EYE CATCHING AND EASY TO FIND, WHEN PEOPLE FROM THESE AREAS ARE WAITING AT
THESE BUS STOPS THEY WILL SEE THESE ADVERTISEMENTS REGULARLY.
CAMPAIGN MESSAGE
GOOD QUALITY, COMFORTABLE CLOTHING FOR AFFORDABLE PRICES.
THIS IS THE CAMPAIGN MESSAGE BECAUSE THE ADVERTISEMENT NEEDS TO CATCH THE EYE OF THE AUDIENCE BY BEING APPEALING AND ALLURING TO THEM AND MAKING THEM WANT TO GO TO THE CHARITY
SHOPS AND SPEND THEIR MONEY.
LAUNCH DATE
MY LAUNCH DATE WILL BE THE 7TH OF JUNE, THIS IS BECAUSE IT IS THE RUN UP TO THE BEGINNING OF SUMMER AND WILL BE IN SUMMER BECAUSE THIS SEASON IS WHEN PEOPLE GO OUT AND BUY NEW
CLOTHES FOR SUMMER HOWEVER, PEOPLE FROM THESE POORER AREAS CAN ONLY AFFORD CLOTHES FROM CHARITY SHOPS BUT THEY WILL STILL BUY CLOTHES FROM HIGH STREET SHOPS BECAUSE THEY
WILL GO SHOPPING IN SUMMER.
SCHEDULE OF CAMPAIGN
1ST POSTER RELEASED 7TH JUNE 2017 BECAUSE THIS IS BECAUSE JUNE IS THE FIRST OF THE SUMMER MONTHS AND PEOPLE ARE ANTICIPATING JULY WHEN IT IS THE HOTTEST.
2ND POSTER RELEASED 21ST JUNE 2017, IT IS RELEASED AT THIS TIME BECAUSE THIS IS THE OFFICIAL BEGINNING OF SUMMER.
3RD POSTER RELEASED 19TH JULY 2017, IT IS RELEASED AT THIS TIME BECAUSE IT IS SUMMER AND PEOPLE ARE ALREADY BUYING CLOTHES, THEY WILL SEE THIS ADVERTISEMENT AND WILL GO AND TELL
THEIR FRIENDS ABOUT IT AND POSSIBLY GO THEMSELVES.
ALL POSTERS WILL BE RELEASED BY THE 1ST OF AUGUST AND WILL BE CIRCULATING AROUND THE AREAS THAT ARE MENTIONED.
THE CAMPAIGN WILL BE OFFICIALLY CLOSED ON THE 10TH OF SEPTEMBER 2017.
3. ( CAMPAIGN PROPOSAL)
LOCATION OF ADVERTISEMENTS
• THE ADVERTISEMENTS ARE TARGETING THE AREAS WHERE COUNCIL HOUSES AND ESTATES
• MY FIRST ADVERTISEMENT WILL BE PLACED IN THE BUS INTERCHANGE IN WARRINGTON TOWN CENTRE, THE POSTER WILL BE PLACED IN A BILLBOARD HOLDER INSIDE THE BUILDING IN A PLACE
WHERE WHEN PEOPLE SIT DOWN THEY WILL SEE IT STRAIGHT AWAY, IT WILL BE HARD TO MISS AS IT WILL BE IN AN OBVIOUS PLACE IN WHICH PEOPLE WILL ALWAYS BE LOOKING; NO MATTER
WHAT THEY ARE MEANING TO LOOK AT, THEY WILL SEE IT. IT WILL BE PLACED STRATEGICALLY SO THAT PEOPLE WILL ALWAYS SEE IT, WHEN THEY WALK THROUGH THE AUTOMATIC DOORS AT
BOTH SIDES THEY WILL SEE IT AND LOOK AT IT WITHOUT MEANING TO. I HAVE SELECTED THIS AREA BECAUSE THERE WILL BE THOUSANDS OF PEOPLE GOING THROUGH THERE EACH DAY AND
THEY WILL SEE MY POSTER WHEN GOING THROUGH THE BUS STATION AND THEY WILL TELL THEIR FRIENDS ABOUT THE POSTERS AND VISIT THE CHARITY SHOP TO BUY CLOTHES.
• MY SECOND ADVERTISEMENT WILL BE PUT ON ONE OF THE WALLS IN WARRINGTON BANK QUAY TRAIN STATION AND WILL BE PLACED IN THE CENTRE OF THE WINDOW SO THAT THE TARGET
AUDIENCE ARE DEFINITELY GOING TO SEE IT IF THEY PURPOSEFULLY LOOK OR EVEN GLANCE. THIS POSTER WILL BE ADVERTISED HERE BECAUSE THERE ARE A COPIOUS AMOUNT OF PEOPLE
WHO WALK THROUGH THIS AREA EVERY DAY AND WILL DEFINITELY SEE THE POSTER AND MOST LIKELY LOOK AT IT OR GLANCE AT IT AS THEY ARE WALKING THROUGH OR EVEN JUST STANDING
AND WAITING FOR A TRAIN. IT WILL BE PLACED AT A HEIGHT SO THAT IF YOU ARE GETTING ON OR OFF THE TRAIN, YOU WILL SEE THE POSTER ON THE WALL AND WILL BE DRAWN TO IT BECAUSE
OF THE BRIGHT COLOURS AND THE MODEL IN THE PICTURE. HOPEFULLY UPON SEEING THE POSTER THEY WILL BRIEFLY MENTION IT TO THEIR FRIENDS AND THEY WILL HOPEFULLY VISIT THE
CHARITY SHOP.
• MY THIRD AND FINAL ADVERTISEMENT WILL BE PLACED IN THE WARRINGTON TOWN CENTRE GOLDEN SQUARE SHOPPING CENTRE ON A REVOLVING POSTER BILLBOARD STAND WHERE IT WILL BE
ONE OF THE SEVERAL POSTERS THAT ARE ADVERTISED ON THAT BILLBOARD ALONE. THE POSTER WILL BE PLACED OUTSIDE BETWEEN CEX AND THE POUND SHOP WHERE IT WILL BE PASSED BY
EVE SINGLE DAY AND HOPEFULLY NOTICED BRIEFLY BY THE TARGET AUDIENCE. MY ADVERTISEMENT WILL BE PLACED HERE BECAUSE THIS AREA IS A PLACE WHERE A LOT OF PEOPLE WALK BY
FOR A SHORT CUT TO THE MAIN SECTOR OF GOLDEN SQUARE. IF OR WHEN THE TARGET AUDIENCE SEE MY POSTER, THEY WILL MENTION IT TO THEIR FRIENDS AND FAMILY AND FURTHERMORE,
VISIT THE SHOP WITH OTHERS OR ON THEIR OWN.
4. (CAMPAIGN PROPOSAL)
LEGAL AND ETHICAL• COPYRIGHT: COPYRIGHT PREVENTS A PERSON FROM USING AND COPYING OTHER PEOPLES WORK, YOU CANNOT COPY OTHER PEOPLES WORK WITHOUT THE PERMISSION OF THE PERSON
WHO CREATED IT ORIGINALLY, COPYRIGHT WAS FOUNDED IN 1988. I APPLIED COPYRIGHT TO MY WORK BY SAYING THAT I WILL NOT COPY OTHER PEOPLES WORK AND I CANNOT USE OTHER
PEOPLES WORK WITHOUT GETTING THEIR PERMISSION TO DO AS SUCH.
• TRADEMARK LAW: ANY WORD, NAME, SYMBOL OR DESIGN WHICH SYMBOLISES A SERVICE CANNOT BE USED BY ANY OTHER PERSON THAN THE PERSON WHO CREATED IT. I APPLIED THIS TO
MY WORK BY SAYING THAT I WILL NOT USE ANYTHING THAT LINKS TO ANY OTHER PERSON’S WORK AND WILL ONLY USE MY OWN WORK THAT I HAVE CREATED.
• INTELLECTUAL PROPERTY LAW: ALL WORK PRODUCED BY ME IS MINE AND MINE ONLY, NOBODY ELSE CAN USE IT WITHOUT ASKING FOR MY PERMISSION. I APPLIED THIS LAW TO MY WORK
BY SAYING THAT I WILL ONLY USE MY WORK AND I WILL NOT LET ANYONE ELSE USE MY WORK.
• PRIVACY LAW: THE RIGHT TO PRIVACY GIVES THE RIGHT TO BE PRIVATE FROM THE MEDIA, YOU MUST HAVE PERMISSION FROM A PERSON TO USE AND INCLUDE THEIR WORDS AND
PHOTOGRAPHS IN ANY TYPE OF MEDIA. IN THE PAST, CELEBRITIES HAVE SUED MAGAZINE AND NEWSPAPERS BECAUSE THEY HAVE USED AND INCLUDED INFORMATION ABOUT THEM AGAINST
THEIR WILL AND WITHOUT THEIR PERMISSION. I HAVE APPLIED THE PRIVACY LAW TO MY WORK B Y PROMISING THAT I WILL NOT AND CANNOT USE ANYONE'S INFORMATION WITHOUT ASKING FOR
THEIR PERMISSION TO USE AS SUCH.
• DEFAMATION OF CHARACTER: DEFAMATION OF CHARACTER IS FALSE STATEMENTS AND FALSE ACCUSATIONS ABOUT PEOPLE OR A PERSON, THERE ARE TWO TYPES OF DEFAMATION OF
CHARACTER: LIABLE WHICH IS WRITTEN OR ON PAPER AND SLANDER WHICH IS VERBAL OR SPOKEN. THESE STATEMENTS AND ACCUSATIONS CAN CAUSE HARM AND CAN MAKE PEOPLE SOUND
BAD AND DAMAGE THEIR REPUTATION, IT IS ALSO A TYPE OF STEREOTYPE. I HAVE APPLIED THE LAW OF DEFAMATION OF CHARACTER TO MAKE SURE THAT I DO NOT SAY ANYTHING BAD ABOUT
ANYONE OR DAMAGE ANYONE'S REPUTATION.
• OBSCENITY LAW: THE OBSCENITY LAW IS CREATED TO PROTECT PEOPLE FROM BEING DISCRIMINATED AGAINST OR HARMED IN ANY WAY BE SOMEONE'S WORDS. FOR EXAMPLE: FOUL
LANGUAGE, OFFENSIVE LANGUAGE, RACISM, AGEISM, RELIGION, SEXUALITY, DISABILITY AND ANYTHING ILLEGAL OR OFFENSIVE.
5. PLANS FOR CAMPAIGNALDER HEY CHILDREN’S CHARITY
SLOGAN:
“AFFORDABLE, QUALITY CLOTHING”
I CHOSE THIS SLOGAN FOR MY ADVERTISEMENT CAMPAIGN BECAUSE IT IS EASY FOR PEOPLE TO UNDERSTAND. IT IS SIMPLE, CLEAR AND CATCHY AND USING THESE
TECHNIQUES IT IS ALSO PERSUASIVE WITH THE SIMPLE USE OF THREE WORDS, THE AUDIENCE WILL READ THIS SLOGAN AND HEAR IT FROM OTHER PEOPLE SAYING IT AND
REPEATING IT.
TYPOGRAPHY:
THE TYPOGRAPHY FOR MY ADVERTISEMENT CAMPAIGN POSTERS IS:
MY FONT WILL BE TOX TYPEWRITER FROM THE WEBSITE DAFONT.COM, IT IS A TYPEWRITER STYLE FONT (AFFORDABLE, QUALITY CLOTHING).
THE SIZE OF MY FONT WILL BE 12 SO THAT IT IS EASY TO READ AND EASY TO UNDERSTAND. I CHOSE THIS FONT BECAUSE IT IS UNIQUE AND INTRIGUING.
IMAGES:
IMAGE 1:PORTRAIT MY FIRST IMAGE WILL BE OF A WOMAN WEARING A T-SHIRT, A RED HOODIE WITH THE SLEEVES ROLLED UP AND BLACK LEGGINGS WITH SUNGLASSES ON.
THIS IS TO REPRESENT THAT EVEN IN SUMMER, YOU CAN BE COMFORTABLE. THE SHOT WILL BE A FULL BODY SHOT TO EMPHASISE THE CLOTHING AND TO HELP NOT
DETRACT AWAY FROM THE PHOTO. THE BACKGROUND WILL BE A GARDEN WITH TREES FULL OF BRIGHT FLOWERS THAT WILL FRAME THE IMAGE.
IMAGE 2: PORTRAIT MY SECOND IMAGE WILL BE OF A WOMAN STANDING IN FRONT OF A GARDEN FENCE WITH FLOWERS AND BUSHES TO THE LEFT HAND SIDE OF THE
MODEL, SHE WILL BE WEARING A BRIGHT SUMMER DRESS WITH BLACK FRAYED SHORTS, GOLDEN SANDALS AND BLACK SUNGLASSES. THIS IS TO REPRESENT THAT IN ANY
SITUATION, WHETHER YOU BE REALLY HOT OR MODERATELY COOL, YOU WILL STILL BE COMFORTABLE IN THE CLOTHES. THE SHOT WILL BE A FULL BODY LONG SHOT TO
MAKE SURE THAT THE AUDIENCE SEES THE WHOLE OUTFIT ON THE MODEL. IN THE BACKGROUND THERE WILL BE A GARDEN FENCE.
IMAGE 3: LANDSCAPE MY THIRD IMAGE IS OF A MAN STANDING IN THE MIDDLE OF SOME TREES IN FRONT OF A BUILDING WEARING GREY JOGGING PANTS, A WHITE TSHIRT, A
BLACK THIN WATERPROOF COAT AND KHAKI TRAINERS. THIS IS TO REPRESENT THAT IN ANY SITUATION, YOU WILL BE COMFORTABLE ENOUGH TO RELAX. THE IMAGE WILL
BE A FULL BODY LONG SHOT TO MAKE SURE THAT THE AUDIENCE SEES THE WHOLE OUTFIT. THE BACKGROUND WILL BE MOSTLY TREES AND BUSHES.
COLOUR SCHEME:
THE COLOUR SCHEME WILL BE FAIRLY BRIGHT DUE TO THE CAMPAIGN BEING RELEASED IN SUMMER, THE CLOTHING WILL RANGE AROUND COLOURS SUCH AS WHITE,
YELLOW, RED, BLUE ETC. THE COLOUR SCHEME OF THE BACKGROUND WILL BE LIGHT BLUES, GREENS, YELLOWS AND REDS WITH A BIT OF WHITE, MOSTLY LIGHT TONES AS
TO NOT DETRACT AWAY FROM THE MODEL WEARING THE CLOTHES IN THE PICTURE. THE COLOURS IN THE IMAGE ARE MEANT TO REPRESENT SUMMER AND THE HAPPINESS
THAT IT BRINGS.
THE LOGO WILL BE ALDER HEY’S LOGO WHICH IS AN OUTLINE OF AN ELEPHANT.
7. PRODUCTION PLANDATE OF PHOTOSHOOTS
INITIAL SHOOT: MARCH 6TH 1:30-2:00
RE-SHOOT: MARCH 8TH 10:30-11:30
FINAL SHOOT: MARCH 10TH 12:30-1:30
DATES FOR PRODUCTION
START OF PRODUCTION: 13TH MARCH PA:20
CONTINUE PRODUCTION: 15TH MARCH PA:20
“ “: 17TH MARCH PA:20
“ “: 20TH MARCH PA:20
FINISHED PRODUCTION: 22ND MARCH PA:20
BUDGET
-CANON 1100D PRICE: £203.99
TRAVEL FARE
-NOTHING
COSTUMES
COSTUME 1:
WHITE T-SHIRT £5
RED HOODIE £10
BLACK LEGGINGS £12
SUNGLASSES £6
COSTUME 2:
BRIGHT SUMMER DRESS £4
BLACK FAYED SHORTS £8
GOLDEN SANDALS £5
BLACK SUNGLASSES £6
COSTUME 3:
GREY JOGGING PANTS £8
WHITE T-SHIRT £5
BLACK THIN WATERPROOF COAT £6
KHAKI TRAINERS £10
OVERALL PRICE: £289
