Unit 15 LO4 Pitch

1. Unit 15 LO4 - Poster
Pitch
By Bradley McAuley-Kinchin

2. Proposal
This is my proposal for my poster print
based advertisement which includes
what aims and objectives I have for the
festival and the target audience I will be
marketing to. In addition, briefly talks
about my campaign message.

3. Campaign Message
The use of the colour purple with contrasting colours such as white and pink creates a
sense of mystery. Purple being the colour of wealth and mystery, MIC connoting that
their festival is unique. For the colour scheme I want to make it retro looking but
modernised to attract a wide range of audiences. For example, I want to use my
inspirations being Bestival and OneDance posters and have elements from them to give
the impression that MIC festival is life changing. I will also be using the slogan used on
the MIC music magazine. Music In Common. Short hand being the logo which makes it
very easy for the audience to remember the slogan. I have chosen this slogan as today
in popular culture people listen to much of the same music.

4. Print Based
Advertisement
Target Audience:
For festival the target audience I will be 16-34 year olds similarly to the target
audience of the Music In Common magazine which I created in Unit 13. This is mainly
down to the colours which I will be using as highlighted in my aims and objectives.
Moreover, the artists which will be playing at the festival will correspond to the
featured artists in the MIC magazine. The socio-economic status I will be trying to aim
for will be the B group to C2 skilled working class this being to the similar target
market I was aiming for the MIC magazine. As my target audience is 16-34 years old I
will use a mixture of the Bestival and Innovation house styles/ colour scheme. This
having a variety of 80s like theme but remastering it to 21st Century. I will be
addressing, not only one range of target market, but as well reaching to people who
may not have an major interest in music festivals. Working alongside the target
market that the MIC magazine used to use artists that appeal to a wide range of
groups.
Logo Names:
I will be using the name from my
Music Magazine. This being MIC. I
would like to keep the name the
same and add Festival as people are
more likely to remember the festival
similarly to the music magazine.
Slogans:
I will also be using the slogan used on the MIC music
magazine. Music In Common. Short hand being the
logo which makes it very easy for the audience to
remember the slogan. I have chosen this slogan as
today in popular culture people listen to much of the
same music.
Frequency of Release:
As my target audience will be of many impulse buyers, I will
release many of the headline artists at the beginning of the MIC
Festival Campaign so they can purchase a ticket early. Throughout
the campaign I will release more information regarding the line-
up and sponsors. Towards the end I will have a few surprise
announcements to further enhance attendance.
Colour Scheme:
For the colour scheme I want to make it
retro looking but modernised to attract a
wide range of audiences. For example, I
want to use my inspirations being Bestival
and OneDance posters and have elements
from them to give the impression that MIC
festival is life changing.
Marketing:
The type marketing I will be using is a poster.
This is on the basis that my target audience will
be likely to walk past the poster and be
admired by it. Moreover are more interested in
reading about music and other unique
festivals. This meaning they are more likely to
read more about it to consider going.

5. Inspirations

7. MoodBoard
I have selected these images because I am intrigued to have my MIC
Festival poster being 80s Retro. The images that I found are based off 80s
gaming origin. I am looking to repeat some of the images I found as I
believe the target audience I am aiming at corresponds with that era when
growing up.

8. Repeat (Steve Neale- 1980)
“genres are instances of repetition and difference... difference is
absolutely essential to the economy of genre”
Genre is established by “specific systems of expectations and hypothesis
which spectators bring with them to the cinema and which interact with
the films themselves during the course of the viewing process.”
What Steve Neale was depicting to the 1980 audience, was that movies
build up expectation by the genre of it and therefore, give the audience
the impression of a good film based on this. However people found that
the genre was the underlining of the movie and not the actual outcome
what was built up to be. And that changing the genre’s perspective and
ideas would possible run the risk to big global Hollywood phenomenon
movie companies.

9. Draft Layouts
Here are my hand drawn drafts for my poster print based advertisement. I have
displayed templates to which I will be following creating my final poster design. In
Particularly I mostly like the second hand drawn draft as it gives me enough space to
implement the retro designs in. In addition, the first design also is appealing how I am
able to have enough space to implement retro designs which will be my theme for the
MIC Festival.

10. Draft Layouts (Cont.)
Logo
Artists
Date:
Artists
Date:
Artists
Date:
Website/Sponsors/Social Media
Logo
Artists
Dates
Artists
Artists
Website/Sponsors/Social Media

11. Draft Layouts (Cont.)
Logo
Artists
Dates
Artists Artists
Website/Sponsors/Social Media
Logo
Artists
Dates
Website/Sponsors/Social Media

12. Logo Design
I will be using the middle logo with
the MIC magazine logo. Especially
love having contrasting colours with
deep red from the MIC logo.
Definitely stands out! Would be really
key when I begin making my print
based advertisement poster. I also like
how there is a drop shadow and outer
glow of different colours which
creates added depth.

13. Photo-Shoot Plan
This is my photo-shoot plan for the print based advertisement poster. This is where I plan out exactly
what I am doing when I do go to take my draft photos needed for my poster. The plan is brief and the
needs of the model are minimal as all I need is a portrait photo which could help me later on in the
design process.

14. House Style
The house styles which I will be coinciding to is the 80s retro theme. In
particular, similar to the OneDance and Bestival colour schemes. Midnight
purple and other Florissant colours will be used for the poster and
additionally marketing adverts. It is important we maintain consistency
across all mediums so the festival can easily be recognised. Midnight
Purple giving the impression to audiences that we are still living in the past
or in a Atari world. For the font I will be using simple text which can easily
be read by anyone. It is important that there are no issues with the poster
so it does not limit the amount of people attending the festival.

15. Main Headliners/ Artists
The magazine which will partnering alongside this MIC festival is MIC magazine. I will be
including a variety of artists and especially ones that are global. These global artists will be
the festivals headliners in addition to other acts currently popular. MIC being a magazine
which references a wide variety of artists and using the festival we can further illustrate this.

16. Production Plan

17. Location Recce
Before taking any photos I would need to
complete a Location Reece to prepare
equipment that may be needed to
achieve the best photo and a risk
assessment of the location and how I can
overcome them. It is important I
complete a Location Reece so that I am
protecting myself and people I will be
working with.

18. Draft Photos
These are the photos which I managed to take for the poster. I will be using one of the
portrait images to construct a robot face similarly to the images I found as part of my
inspiration slide. The quality of the images are very good which means I am able to easily
edit them within Photoshop. I particularly like the right photo as its very striking.

19. Photos for Front Cover
This image which I found on the internet is one that I would like to be
manipulating as part of my front cover festival design.

20. Poster Design
1st Draft 2nd Draft – Final

21. Budget Summary
For an advert to be inserted into a magazine it would cost
me in the region of £2,500-£3,000. The advertising rates
are of the Q magazine. As Q magazine is of monthly
circulation it would be best to chose Q over the likes of
NME who publish weekly. This would cost too much! The
salaries displayed on this slide is a rough breakdown of
what each of the roles would potentially be earning. We
will not need much equipment however would need to
invest in computers to be used by everyone working for
the festival. A selection of cameras will be on hand for
further marketing and print based purposes.
Staff Salary
Editor(s) £25,000
Designers £21,000
Marketing £23,000
Photographers £20,000
Marketing £24,000
Finance £19,000
Design £20,000
Human Resource £20,000
Equipment Cost
Office Space £184,000
Apple MacBook
Pro
£1,249
Adobe Creative
Cloud Collection
£1,500
Cameras (x3) £1,164

22. Risk Assessments
Photography Risk Assessment:
Before I take the photos of the subject who I have chosen to be potentially on my
poster, I need to make sure I have the permission to do so. This to be published
online and printed. One way I did this is by using a consent form which is written
with the Data Protection Act 1998. Using this consent form, gave me written
permission by the subject with evidence to the legal conditions of use to make sure
that their information is safe.
Area Risk Assessment:
Before I take the photos of the subject who I have chosen to be potentially on my
poster, I need to make sure I have the area is safe to do so. Risk assessment of the
area needs to guarantee safety of both of us, whether that includes weather
conditions or other visible hazards.
Software Risk Assessment – Resizing an image:
When editing the images I need to make sure that I have resized the image
corresponding to the original photo taken. One way I can do this, when using the
free transform tool I need to press shift whilst using the mouse so that the image
remains in same frame. Therefore, making the poster look neat and professional to
the audience.

23. Poster Design Step-By-Step
Firstly, for the front cover you have to create a new .psd file with the template of an A4 page for
the front cover to be at the correct size that the magazine will be in. I individually made the
conventions that I put into the magazine on separate .psd files to them duplicate over to the
front cover. This allowed me to easily organise the layers on the front cover document into
folders of their specific features.
I placed all of the layers that I made into folders so that I can easily see what each are and name
them accordingly. To copy and move a layer at the same time, first select the layer you need in
the Layers panel. Then press the letter V on your keyboard to select the Move Tool. Press and
hold your Alt (Win) / Option (Mac) key as you click and drag on the layer in the document to
move it. When you have made the layers in the folders, to keep them in the assigned position,
you would use the lock feature located underneath the layer blending style dropdown.
For the headlines and the lineup text I selected the text tool located on the tool bar and used
the Gobold font. Constructing the logo I had to make it on a separate document within
Photoshop for synergy across other mediums where the logo was to be used. The way in which
I constructed the date on the poster was using the text Gobold Hollow and using the layer
styles outer glow to make the text seem as though it is actually glowing.
For the background, inspiration came from an image I located on the internet similar to what I
was aiming to achieve. I manipulated the image by changing the blending styles and used the
rubber tool to remove unwanted parts to the image. Adding to the image I made a grid which I
used the perspective tool to coincide with the image for the background. Achieving the retro
colours for the background I used a variety of colours to blend together seamlessly.

24. Issues (Regulatory & Legal, Ethical)
Watermarking an image, is another form of copyrighting. This allows creators protect their creation so that others are unable to falsely claim
their rights to the creation of the image. IP – Intellectual Property Rights allows owners and their trademarks to be profited from their own
work and time. Watermarks need to be of specific nature on the image so it is unable to be changed by compression and other changes to the
image. Watermarking an image is all about making a clear message to the individual that it should not be copied or used without consent from
the creator.
For any creator, without copyrighting their work, may hinder their chances or being able to reproduce content that they enjoy doing. Each
media platform has their own form of copyright laws and regulation, however for some sufficient creators are unable to stand out above the
rest. Using watermarking on their content guarantees safety but also potentially grants accreditation from individuals. There is no actual
number on the pricing of the removal of the watermark from an image and mainly relies on the creators choice. For the watermark to be
removed in the image below, the creator has not put a price on it and can find the original image on his blog page. One most common way to
pay to remove a watermark from the image would find creative commons licensing on the publishers page where you pay a set or optional fee
to use the image the creator has published.
The Data Protection Act controls how your personal information is used by organizations, businesses or the government. Everyone
responsible for using data has to follow strict rules called ‘data protection principles’. They must make sure the information is: used fairly and
lawfully, accurate, kept safe and secure. This ensures that information within the business is maintained and compromised by others.
Everyone in the business has to comply to these rules otherwise they could receive costly fines.
Ethical Issues: When a festival poster is being produced, the publisher will have to look at the consequences after its release. Whether or not
they have targeted certain religions or cultures that are deemed to be vulnerable. This could be of ethnic groups, age, gender and sexual
orientation then forth. If festivals do not take potential offences to the consumers it could possibly impact the brands reputation.
I would need to oblige to a few legal and ethical issues throughout my festival campaign. Firstly, it is important that the model I will be using
for the poster is of legal age and if not then would need to have parental/guardian consent to take any photos. It is also important I check that
there is no offensive or explicit language present in any of the advertising throughout the campaign. In addition, the images that I do use off
the internet are certified for creative purposes and are not copyrighted or creative commons. Also I would have to make sure there no
content which is misleading to anyone.
http://zerogravity.me.uk/urban/#1

25. Copyright
The copyright law 1988 has been set up to
protect creators of any creative works. Material
not protected by copyright is available for use by
anyone without the author's consent. A
copyright holder can prevent others from
copying, performing or otherwise using the
work without his or her permissions and people
eligible to comply for illegal prosecutions if
caught.
The 1998 Law have now meant now any original
content that is created but the creator is
deemed to be copyrighted if someone else was
to use it without consent. This benefitting music
artists and media companies as then other
people are not able to plagiarize and claim
righteous money from them.
https://www.copyrightservice.co.uk/copyright/uk_law_summary

26. Audio-Visual Advertisement
If I was to create audio visual advertisement for my upcoming festival I would
make short videos and upload them across most social media platforms (Twitter,
Facebook, Instagram). These clips will consist of the main headliners for my
festival when they are released. Moreover, having previews of what people can
expect to see at the festival. As the theme is retro I would also produce some
short videos which its purpose is to entice the target audience to want to come
to the festival. Having these videos released months or even weeks before the
festival lets more people find out about the festival and using social media, share
them to their peers.

27. Survey Monkey
Please take the time to answer my survey based on the pitch you have just
watched. You will find a link in your emails to the survey, please answer in
as much detail as possible, thank you.
https://www.surveymonkey.co.uk/r/W58TL88

28. Thank You for Watching