- The document outlines a 10-week schedule for a marketing campaign project for a guest house. - Week 1 involves initial planning, week 2 is research and audience analysis, week 3 experiments with production techniques, and week 4 is a formal proposal. - Weeks 5-8 focus on production tasks like social media posts, branded materials, and a poster. - Weeks 9-10 are for evaluation, improvements, and contingency planning.

1. Proposal
Working Title:
Ash Grove Guest House Advertising Campaign?
Audience:
My advertising campaign is going to appeal to both genders as there is going to be different
social media networks that I’m going to use such as Instagram. From my questionnaire, I
asked the question ‘How often do you check social media?’ and the responses I got from this
were ‘several times a day’, ‘I run a club so I can spend all day’ or more than two hours on
social media.
Even though my audience research was mainly complete by 15-25 year olds, I’m going to
change my target audience to appeal to the other 15% of who answered my questionnaire
which are the 26-36 and the 37+ age range category. My campaign will appeal to this age
range as when they come into Harrogate for business or pleasure then they need
somewhere to stay. They will look at both hotels and guest houses in Harrogate and which
are more central for what they need. I’m going to make my advertising better than other
businesses; this will result in my audience staying at my client’s business. As I knew this was
going to happen I need to take good photographs for the client’s business as this is what is
going to attract the audience.
The psychographic for my advertising campaign is achiever/emulator. This will appeal to my
audience as they will like to respond to the posts. As they are serious business people who
want power. This will be expressed onto the advertising side of the campaign. Another, thing
is they will respond to the advertising messages that get posted because they will be posted
daily and this will be their main focus.
When it comes to social status I have chosen ABC1, my work will appeal to them as they are
middle class people so they will be needing somewhere to stay when they come into
Harrogate for business.
Rationale:
Some skills and knowledge I have picked up from InDesign after using it for the double page
spread is how to create a leaflet on it. The guidelines are very useful as they directed where
the text should be placed. Another skill I have is how to place images into InDesign. I use the
rectangle frame tool so then I know where the image is going to be and then either export it
drag it on. I think the subjects that I have studied so far are going to help with producing my
final product. Some topics such as producing experiments will help as it will give me a
guideline to make my work better. Also, it helped by giving more ideas that are possible to
add on.
As I was going to be doing something about advertising, I thought about what I could
advertise. So, when I was thinking I realised that I could advertise this client’s business for

2. many reasons such as I know the client very well, I can access the client’s business at any
time or any day and I know other guest house owners which has helped with the interviews.
Project Concept:
I’m going to be producing a poster advertising my client’s business. This will get people who
are interested in staying in Harrogate for a couple of days. The poster will have a picture of
maybe the guest house or even a small image of the guest house and speech bubbles
around it.
Next, I will be making an informational leaflet for guests. This will help if they don’t book
online and end up in an informational centre. It will help them as it will have something to
tell them about the owners of the guest house, kind of an introduction. After, will be things
to do in Harrogate which will help as if they haven’t been to Harrogate before. After, I will be
putting the prices of the rooms on there so they know how much it is costing them. On the
back of the leaflet there will contact details and directions with a map.
Also, I’m going to use the Facebook page that my client has and improve on it by adding
photos of the rooms and key points of Harrogate. Following, I will be using my client’s
Instagram and improving on it by adding images and improving on the contacts that my
client has.
When I have finished my project, I am hoping for my client’s business to be more advertised
after taking over my client's business' social media. I will be using images that I have taken
myself. Also, this is a good way to promote HarrogateTown which will bring more people in.
My project colour scheme is simple, as my client's main colours are green. I have picked
different shades of green. As green is the most restful colour for the human eye I think this is
the best colour to choose.
Evaluation:
One way I’m going to evaluate my own work is by writing up what I’m doing every week in a
blog. These blogs will reflect on what I have done in the week and what I can do as
improvements and what I have learnt. Another way, is the final evaluation which will talk
about research, planning and time management.

3. Schedule
Week One:
Initial Plans/Response
Specific Tasks:
The first task was to write about how I felt when I started final major project. This is all about
thoughts, feelings and what you can bring to your work as in skills and experience. I decided
to find an image of myself as part of my initial response. With this image, I added emoji’s so
then it showed how I felt. I was going to draw an image of a person and then draw faces
around it but I thought this would be better and a lot easier.
Next, I needed to think of three ideas for the project and then a final idea in more detail. A
mood board to end my initial plans by adding images for more of a visual representation of
my final idea.
Week Two:
Research/Audience Research
Specific Tasks:
For research, I had to look at four existing products that were relevant to the products I was
going to produce. To help with my audience research I conducted a 10-question
questionnaire. This was to help pick out my audience. For the survey, I had to come with five
questions that were different to the questionnaire.
To make sure I knew what my client was thinking along the lines of business, I looked up
questions for business people. I got my client to answer these and the survey questions so I
had the clients input on it.
Week Three:
Production Experiments
Specific Tasks:
When it came to the experiments, I wanted to make sure I did this right. I started by creating
a leaflet on InDesign. Then, I printed it out two different ways to see which way was the right
way, this helped as I’ll now know what to do for my final product. When I was in the client’s
business I decided to take some images of the rooms. I didn’t edit these. This was to see
what they looked like and to see what I need to improve on next time I go take more photos.
To help with this I looked at a few websites to see what I needed to improve on. I also,
looked at a YouTube clip to see if they said anything different that I had missed when I was

4. reading the website. To show I acted on this I booked out a camera and took some more
images but of the places in college.
Week Four:
Proposal/Pre-Production
Specific Tasks:
For the proposal, I talked about my target audience and how the campaign was going to
appeal to them. This is all about what your product is and how it is going to be appealing for
your audience. As it is written out it makes more sense as this is going to be the final product
and you’ll need to check if everything sounds good.
The pre-production is important as this is where you look at what colours, fonts and image
you are wanting to use for your product. There are also the layout plans that help visual your
product is more depth before you officially produce it.
Other parts to pre-production are resources which is what you are going to be needing
throughout the whole process. Next, is contingency planning which is things that could
possibly happen whilst producing your product. As anything can happen throughout
producing your product I needed to come up with a health and safety plan to prevent them
issues.
Week Five:
Production
Specific Tasks:
First week of production, I will start my social media posts. I might have some time left from
the week before so this will give me more time to set it out the way I want it. For this week, I
will be needing the client’s social media accounts so then I can improve on them.
Week Six:
Production
Specific Tasks:
The second week will start with the bear: Theodore. This bear is going to have a T-Shirt
on which says ‘Ash Grove’ and maybe a tree. Theodore is going to be the campaign mascot. I
am going to be taking images of the client’s business and edit them.
Week Seven:
Production
Specific Tasks:

5. Third week of production and I’m going to start working on my leaflet. This is going to take
some time as I need to place everything in the right place. I will use my leaflet that I printed
out with the annotation to make this leaflet better. One way, I can see if this is going to go
right is by printing it after I have done to see what it looks like and adjust it if needs be.
Week Eight:
Production
Specific Tasks:
Last week of production, I will start by producing my poster. This means that I will need the
image of the client’s business beforehand otherwise I will not be able to start my poster. As I
have already done a layout version of the kind of poster that I want to make, this will make it
easier as I can look at how I want it placing and think about where to add the text and any
other images if needed.
Week Nine:
Evaluation
Specific Tasks:
As this is going to be the last week for production, I will start off by looking back at my
products and review. If I there is any improvements or if I don’t like something on one of the
pieces of work, then this is the best time to do it.
It will be the end of the final major project; this is the best time to start looking at my
evaluation. In the evaluation, I will look back to see how I have planned out my work, how I
have used my research to produce this work. Other key bits I will need to look at is how I
have managed the time I had correctly.
Week Ten:
Development/Contingency
Specific Tasks:
The final week of the whole project so this is the time to start looking back at my work to see
if any existing work needs improving or any amend any mistakes that have been made and
add any extra things that I think are needed.