Double Award Students: What next?

Having looked at what you have compiled in your Research and Planning over the past 3 months(!!) I thought I would put together a timetable for you to follow.

Research and Planning is to be complete by February 10th- HALF TERM
This should consist of 5 parts:

1. The Issues

• initial research into current issues of 'Healthy Lifestyles' - mind maps
• analysis of newspaper articles and reports on chosen issue- annotated
• facts and statistics, reasons and solutions

This Research should come from both secondary (internet searches, news, TV) and primary (questionnaires, interviews, focus groups, on line forums) methods and should consist of analysis of findings.

2. The Target Audience

• profile of target audience to target
• social make up of chosen audience- ACORN, Hartley and Fiske etc.
• analysis of media products TA responds to (with statistical evidence) and which they are ignorant of- MOST and LEAST effective
• analysis of methods of approaching your specific TA ( fear/humour/care/celebs/shock) including strengths and weaknesses of these methods
• what MESSAGE do your TA most need to hear ( health, legal, socail, economic)

3a. The Campaign

• potential conceptual ideas within each media platform (products, mode of address, conventions, costs)
• investigation of similar products and lists of codes and conventions to follow
• mood boards
• colour schemes and layout mock ups
• typography and major font schemes
• slogans/taglines/call to action
• design of logo
• key facts to use
• selection of mode of address
• scamps- sample rough mock ups
• visual style
• key iconography
• links and integration of media platforms

3b. The Treatment

• The term ‘treatment’ is used across all media forms and platforms to which it refers to designate a short, accessible proposal capable of communicating the key ideas of a project to an interested party such as a commissioning editor or potential financial backer. It is often only one side of A4 paper.

4. Presentation (Date: 18th February)

• powerpoint slides- with annotations reflecting client feedback
• set of speaker notes
• observation/feedback sheet signed by client
• mock ups presented to client

5. Pre Production

• scripts (radio or moving image)
• storyboards (moving image)
• schedules
• production requirement lists
• flat palns for print work
• website navigation maps
• drafts and rough sketches
• photo shoots
• placement of campaign products and costings

Only once all this is completed and you have presented and pitched to the client should you start work on the final products. You will then have 8 weeks in which to complete your practical components.

Double Award- Unit 3 Exam Revision

Unit 3 revision

View more presentations from Jenny Walsh

Double Award- Unit 3 Exam Revision

Exploring media industries booklet

View more documents from Kate McCabe

Double Campaign

Writing a TREATMENT

Writing a Treatment/Creative Brief



• Client information:


• Project:

Example: New campaign for “Citibank.”

• Prepared by:
• Background / Overview:

What's the big picture? What's going on in the market? Any opportunities or problems in the market?

This is where you introduce the project to the creative team. You'll go over this again in the briefing session, but write it down as well.

"Who is the ad talking to, and what is the one main thing we want to say?"

Example: This is a test campaign to a selection of Citibank customers. We want them to try Citibank's new "CitiClick" - which is available as an app and a widget - that makes online purchases easier and more secure - and we've got a £1 pizza offer to get them started.

• What is the objective, the purpose of the campaign?

A concise statement of the effect the ad should have on consumers. Typically, express this as an action. And focus on what the ad should make them think, feel, or do.

Example: We want people to download the free application and use it within 10 days to buy the special offer, a £1 family size pizza from Papa John's.

• Target audience: who are we talking to?

Go beyond age and sex to describe demographics and psychographics. Explain how the audience currently thinks, feels and behaves in relation to the product category.

Example: This campaign will be aimed exclusively at existing Citibank customers in three test markets: London, Manchester and Birmingham.

The primary target will be segments of our customer database: male and female, 20 to 35 YO, with at least one Citibank credit card. The target will be approximately 70% married, with combined HH incomes of £85k on average.

This audience is comfortable with new technology, and quick to test new smart phone apps or widgets that leverage their time. They like to be among the first to have the latest and greatest electronics. They make multiple online purchases monthly. We will call our representative TA persona "Joe".

• What's the single most important thing to say?

What's the single most persuasive or most compelling statement we can make to achieve the objective?

This should be a simple sentence. No more than a few sentences if absolutely necessary. Avoid generalisations.

Example: "Joe - CitiClick will simplify and speed all of your online purchases, while providing increased security."

• What are the supporting rational and emotional 'reasons to believe and buy into the campaign?

Explain why the consumer should believe what we say, and why they should buy.

In other words, 'What else can we say and show to achieve the objective?'

Example:

1) It's free, from Citibank - your trusted financial partner.

2) Get a PJ pizza for £1.

3) Backed with a 100% purchase protection guarantee.

4) It has earned rave reviews from real users. (See attached quotes.)

Great little new media viral...ideas for double campaign

http://www.togetheragency.co.uk/wedding/

Double Award Campaign: What do I need to do?

How you will be assessed:


You need to produce the following:
(1) An Individual Portfolio of your Research and Planning, and a Presentation, which will include:
• your research into the issue of healthy lifestyles in your local region, area or community
• research and pre-production materials detailing information about the content of the campaign, its target audience and how the production work will be organised and scheduled
• one idea and treatment for each of the two media forms you choose to work in
• a presentation of your ideas to the client prior to production to gather feedback
• detailed pre-production work for each of the two linked media products that form your campaign. (45 marks)

(2) A Campaign that consists of two fully realised linked media products from different media forms
(e.g. a documentary video and website pages, or radio adverts and posters). (35 marks)

(3) An Individual Evaluation which will consider the success of your campaign and your own role in the production process. This review and evaluation should be approximately 500 words (or equivalent) in total. (10 marks)

You may, if you wish, work as part of a group of up to four members to complete your planning and production. You will, however, be assessed on your individual contribution, so you must clearly identify and record the contribution you personally make to the final outcome.
Both the Portfolio and Evaluation must be individually produced, even if you are a member of a production group.
According to the specification you will be assessed as follows:
AO3 Demonstrate research, planning and presentation skills.
AO4 Construct and evaluate your own products using creative and technical skills.

Your marks will count as 30% of the Double Award.

Double Award Campaign: Promoting Healthy Lifestyles

Brief
Poor health caused by lifestyle choices is an international problem, particularly in richer countries like the UK. One Step 21 is a group dedicated to combating this trend by helping us all to take one step towards improving our lives in the 21st century. The group believes that we can all have a healthier lifestyle if we each take simple informed actions to improve our general well-being. One Step 21 is developing a new campaign to help us to identify the simple steps we could take every day at home, at school and at work, to improve the quality of our lives and of those around us.
As a student aware of the impact the media can have on its audience, One Step 21 would like you to contribute to their campaign in your local area or nationally. This might focus on the health and lifestyle issues facing people in your own region, area or community.
You will need to investigate the current issues surrounding health and lifestyles, and how these can be improved. You will also need to research the specific ways in which this could affect people in your local region, area or community. As part of your research, you will need to use some of your findings to identify and justify your choice of target audience. You will then need to develop your own ideas for promoting healthy lifestyles via the local or national media.
You will need to plan and produce an integrated campaign using two of the following media forms:
• Print and Electronic Publishing, including newspapers, comics, magazines
• Moving Image, including television, film and video
• Radio, including commercial, network, public broadcasting, community etc.
• Web-based Technologies / New Media, including websites, podcasts and gaming
Your teacher has been asked to act as an agent for One Step 21 and is fully committed to this initiative. Your teacher will set you a strict deadline which you must observe.