LO2: Evidence of Contacting Client

Identifying Target Audience

Based on the product I'm making and the talent of the advert - white, middle class, 14-16 year old, mainly girls, I think that this is my target audience. This is because the people who play rugby at this age are relatively new due to the growth of the sport, so they would likely be attracted to the sport more if they see an advert that promotes excitement, as it has similar themes to military adverts which promote similar themes, but to older males. So this could also be seen as being able to participate in an activity that they usually wouldn't be able to do - rugby which is seen as a male sport, and exciting things like the military, which don't promote women in their adverts.

And according to studies conducted by smh-insight.com, 21% of middle earners and 25% of high earners are interested in rugby, making this the most likely target audience. However, 19% of low earners are also interested, making them a possible target demographic as well, although to a lesser extent.

This website also found that only 14% of women in England have an interest in the sport, which identifies a target audience to promote to, in order to raise the number of female fans of the sport. 36% of women in Wales and 10% in Scotland also show interest in the sport, which suggests that Welsh women could be the audience to target, at least primarily.

Deconstructing a brief

Important details in the brief:

Bounce Kings – name of company

Sheffield - location

Trampoline and bungee – Olympic training to bungee dodgeball – things they offer

Viral online campaign - method

Print campaign - Short videos – method

Families and teens aged 13-19 – target audience

January 2017 - deadline

Aims and objectives of the advertising campaign

Inform people about the opening of the new facility

Attract people, mainly the target audience, to the the place

Target Audience

'Families and teens aged 13-19'

Young people and their families, who have disposable income and would be interested in trampolining

Potential issues about the campaign

All people filmed in the advert, especially children, would have to give consent to be filmed

Planning documents for my advertising campaign

Planning documents I may need:

Shot plan
Script
Moodboard
Cant Chart

Basic Ideas for the advertising campaigns

For your 3 possible ideas, devise some basic ideas for:


A campaign message



A slogan/ strapline



The main imagery

Rugby Club/Team:

A campaign message

Encouraging people to try the support

A slogan/ strapline

TRY it!

The main imagery

Dramatic picture of a try being scored, or the team lining up looking intimidating, e.g:

Vintage Leather Bags

A campaign message

Buy the bags

A slogan/ strapline



The main imagery

LO2: Campaign Ideas

My brother is part of a drama club called Carney Academy. Advertising this campaign would mainly be via the internet, as the group is exclusively aimed at below 18 year olds, and the internet is where this demographic is often found.

The mediums I would use in the campaign would be:

Video - most likely distributed through Youtube or a website, it would include shots of their most impressive performances, their rehearsals, and interviews with some members, dubbed over the images in a voice over fashion.
Leaflets - distributed to theatres and cinemas, as well as and drama classes in schools, as the target audience of people interested in acting that are of the appropriate age.
The organisation already has a website, so making another would not be possible. However, implementing the adverting campaign into a part of the website, or even making it's own branch, would be useful in further informing the audience, as well as leading them to a location where all their questions could be answered.


Rugby. I was part of a rugby team up until last year, and my sister is now also playing the sport, giving me access to two potential teams to use in promotion. The methods of advertising would be almost identical to the previous option, the drama club, due to a similar audience and goal (recruitment via informing).

The promotion would include:

Video - again Youtube, as the teams I have access to are all under 18, so spreading the video on social media and VOD services such as Youtube would be effective as that is where the demographic frequents. The style the video would most likely be in the same fashion as the Army recruitment adverts, as they have a similar action-oriented theme, and I think it would convey the appropriate message to the audience. Interviews and quotes from players could also be added on top of the video.
Print - In the form of leaflets/ flyers and posters, to be distributed to schools and general sports clubs. These would follow a similar theme to Army promotional material, keeping with the video's theme for solid branding, to attract people from different sports, and kids that would fit the age demographic. Also, seeing the print material in addition to the video adverts would be effective as they compliment each other and spread an identical message.
Website - A place to host the videos and designs used for the print adverts, it would also be used as a basis for a social media campaign - by the website having social media accounts that link back to the original website. I would also see a Role Finder, similar to the British Army website's Role Finder, for people interested to explore the different parts of rugby. The whole interviews with players, which only part of would be included in the video, would be hosted here to be read by the audience.


The Leather Bags available can be advertised via numerous ways, these include:

Video - akin to average clothes adverts, they would feature the bag throughout the video, but would also have people modelling the bag and using them in situations that the audience would expect to be in, e.g. school etc.
Website - showing the details of the bag, uses, and hosts the videos made, which would be spread throughout social media but would originate at this website. Also showing pricing and the possibility to buy the bags.

LO2: My marketing campaign

For my marketing campaign, I want to do a local rugby team, like a recruitment video (drawing inspiration from military recruitment videos in terms of length and format). This team would either be for my former team, or my sister's current one. Most likely the latter, as women's rugby is still growing and would be most in need of support, and the advertisements I would create, mainly video focused, could appear on social media and VOD, where the audience is likely to see it.

What platform do you think your marketing campaign would be successful on?
I think my campaign would be best in a video format - most likely a trailer-like video 30-40 seconds in length.

What are my strongest skills?
Most likely filming and editing, as I have first hand experience of the sport and know what to film, as I know where the most interesting events would be and what would attract the most people to the sport. I also have some experience editing, so that could also be considered a skill.

Blunt or subtle?
My campaign would be blunt, as it is intended to get the message across, and use fast and hard hitting action to make the audience interested.

I could use a campaign similar to one that has been shown - a single image with no context, to make people interested in the subject. They would most likely take to social media to discuss this, which is where the demographic would likely see the other video adverts, as that's where they would appear. This would mean both adverts working together effectively to convey a message: one avert gets people talking on the desired medium, and the other appears on that medium to satisfy interest and confirm people's interests.

Event marketing campaign
Can be small or large scale events
Can be linked and shared on social media, such as:
Facebook
Twitter
Instagram