2. CAMPAIGN PROPOSAL
I am doing my campaign for St rococo's hospice, this is to raise money for a
charity that has helped my family out in the past. To me they have always been a
very prominent charity and constantly help people all over Britain.
My campaign will be raising awareness for the wide range of cheap but good
quality clothes on offer from all of their shops.
In the campaign I will be doing photo advertisement to hopefully gain more
customers to a highly helpful and respected charity that has quality items to
offer.
I will be doing this by making posters featuring the types of clothes they have to
offer and make them look appealing. To my desired target audience.
My clothes will be changed to suit people that are aged 16-23 of all genders
because charity shops stock clothes for all variety's of people.
3. PRODUCT
My products that I will be creating for St rococo's to raise awareness are:
3 X Posters featuring the clothes that St rococo's sell in their stores and
the wide and quality range they have on offer for low but affordable
prices.
X1 Landscape image used on bill boards.
X2 Portrait could be used on a bus stop, magazine or newspapers.
My product will be set in early spring which will coincide with the charity's
shops clothes.
Also by advertising it at this time people normally need to by new clothes
when it comes to spring or the change of a season so therefore they will
increase their sales by doing it at a peak buying time.
4. TARGET AUDIENCE
The ages of my target audience is 16-23 this is because they have little money at this
age due to the expenses of cars and some expenses of university. This will lead most
with part time or small job parts which doesn’t bring in a load of income. If someone
hasn’t gone into further education, then they will more than likely be in a part time
job or will be looking for a job in this case they will be an unskilled worker which are
normally payed less than skilled and educated workers so they will have enough to
pay parents rent and probably won’t want to splash out on a lot of money, on high
branded clothes so they might turn to charity shops to get affordable but good
quality clothes.
The social class that will be shopping at the charity shop will be people with not a lot
of money to spare so they will be if they are of the desired target audience in a
lower class and won’t have much income they will live in the more deprived areas of
Warrington and will be in need of clothing for a small amount. They don’t want to
have to get a loan to just to buy clothes.
I haven’t got a specific gender for my target audience because there is a varied mix
of clothes that come into charity shops.
5. CAMPAIGN MESSAGE
My campaign message is, structured to represent the charity and what it is trying
to advertise. The campaign message is High quality but still an affordable price.
All of the money made goes to the charity and if there is any excess then it goes
to the desired charity of choice which will be chosen by the charity itself so that at
the end of the day they have made no profit.
Also the campaign is trying to raise awareness of the charity by saying if you want to
look like these people do you don’t have to left with empty pockets.
“Not out of pocket comfortable!.”
6. LAUNCH DATE
My launch date is going to revolve around the seasons change from winter
to spring this is because at a season's change most people want a change
of clothing so they head out to big branded stores but if they were to know
that they could get good quality but affordable clothing from St rococo's
and still look stylish.
So the sales will be increased and they will still be able to afford all the
spring extras. Like gadgets and other summer releases meaning they don’t
miss out on the things that matter. I am going to release my campaign in
the summer this means that I am going to find a key charity date in the
summer and release my campaign around that date but not on it to
prevent my campaign getting drowned out by the other charity event.
The launch date is the 6th of June as it is only a couple of weeks before the
actual start of summer. Giving it a chance to be recognised and gain
customers before the summer kicks in to full flow.
7. SCHEDULE OF ADVERTISEMENTS
My advertisements are taking place just before summer to raise awareness for the campaign before
the season starts to increase the chance of people wanting to purchase my clothing.
4 stages releasing 3 posters.
1st poster: 6th June 2017 It is being released on this date because it is very close to the summer when
people will be thinking about the types of clothing they are going to switch to buy. It also will be fresh
in their mind so they are more likely to buy the clothes you are advertising.
2nd poster: 21st June 2017 I have released this one later on in the month as to yet again remind
people of the clothes just before it hits the busiest summer section. And this is the actual date summer
starts in 2017.
3rd poster: 17th July 2017 This date is early summer and people depending on the weather might want
to change the clothes they have bought or add something different to their summer cupboard.
All posters: 7th August 2017 if I have all posters out at one time it will increase the chance of people
seeing the adverts and raising the chance of people buying the items on offer.
Close of campaign: 11th Sept 2017 This is nearing the end of the summer and as it closes people
won’t be as interested in buying the clothes and they won’t sell so you remove the adverts to also stop
confusion.
8. LOCATION OF
ADVERTISEMENTS
The advertisements will be placed in public places where they will have the highest chance of being
seen.
I will use billboards
Bus stops
Posters and other means of advertisement.
The first advertisement will be furthest away from the shop and will be near a busy main area like the
Trafford centre it will be advertising the cheap and good quality clothes and state where the shop is.
This is to raise people’s awareness and make them want to spend money in the shop because it is for a
good cause. Their will be a couple of them outside the Trafford centre placed on Major roads heading
towards or passed it these are: M60 & M62
The second advert will be placed about midway this is for people that live in the less built up area In this
case I will be using the high streets in Altrincham (High St, Altrincham WA14) as there is also a lot of
expensive shops and not many choices for affordable clothing they don’t have much choice. So giving
them the choice of a different place to shop that isn’t too far away and has a lot of transport links near
them.
There will then be a third advert that will be closer to the shop in a poorer area (Orford) in order to
make them aware and to save them money this is to increase the amount of clients but also to cover a
wider range of people. (High St, Warrington WA1 2PF)
9. LEGAL AND ETHICAL ISSUES
I have legal issues which are enforced by the law to take into account. These have to be followed
in order for my posters for the campaign to be published.
I also have ethical issues which I should morally take into account when producing my campaign
in order not to offend or harm peoples reputation or harm their lively hood.
There are six sections to the legal and ethical aspects of the radio advert theses are:
Copyright-The point of copyright is to protect peoples work against other artist or general public
using their work for themselves or advertising it as their own.
Trademark-These have to symbolise a service which has the trademark registered otherwise it
doesn’t apply and counts as fraud.
Intellectual property law-If you or a company was to have an idea that hadn’t yet been published
and you were to get it trademarked or copyrighted, then you could sue them if they were to use
it.
Privacy law-Refers to the laws that deal with the regulation of personal information about
individuals, which can be collected by governments and other public as well as private
organizations
Defamation of character- Defamation of character occurs when someone makes a false
statement about you to a third party that is damaging to your reputation.
Obscenity-The law states that the required work has to meet the standards set by the law of
Obscenity. (Since 1857)
10. CODE OF PRACTICE
The advertising standards authority implements the codes of practice for
advertising which were drawn up by the industries themselves.
Principle
The central principle for all marketing communications is that they should
be legal, decent, honest and truthful. All marketing communications
should be prepared with a sense of responsibility to consumers and
society and should reflect the spirit, not merely the letter, of the Code.
11. PLANS FOR CAMPAIGN
My plans for the campaign are to raise awareness for the wide range of clothes
that are on offer in St Rocco's shops for a little amount of money but at high
street quality.
The other plans are to advertise the fact that people can always look good
even when they shop at the places people wouldn't always turn to immediately
to buy clothing.
All my shots will cost under £22 and will have a natural backdrop.
I will do the shoot as close as possible to the actual start of summer so that it is
as genuine as it can be. This means that the clothes look as if they suit the rime
of year and they are advertising what they are designed for.
12. Slogan: Not out of pocket, comfortable.
Typography: The text I'm using is clean and simple. Action of the time II I also like
it because the text is fluid and easy to read.
Images: All my images are representing summer clothing and all involve
natural themes.
Colour scheme: My colour scheme is the same as St Rocco's Which is white
and green because I am representing their charity therefore it needs to have
some form of connection to the charity.
Logo: The logo is just the St Rocco's logo as that is the charity I am
representing.
14. PRODUCTION PLAN
Date of photoshoot: The initial shoot will be on the 24th of April from 1:30pm-2:30pm this is
because it will be in school time.
The reshoot for anything that might need correcting like errors in the photos. This will take place
on the 26th April 10:30-11:30.
The final shoot will be on 28th April 12:30-13:30.
When all the shoots are finished we will then go into production.
15. BUDGET
Costume 1: Green/Brown Lightweight Puffer Jacket, Dark blue denim Jeans, White cotton T-
Shirt and Soft grey ankle trainers/Plimsolls.
Costume 2: Crystal white patterned T-Shirt (Honour), Dark blue denim jeans and Grey Trainers
with gold heel accents.
Costume 3: Black hoodie, Grey and red accents jogger bottoms and Black and white sole canvas
skater shoes.
Camera: £249.99
Tripod: £24.99
Travel fair: £0 We aren’t covering travel fair.
So the total for the shoot is = £330.98
