LO2: Production Schedule

LO2: Location Recces and Risk Assessment for shooting

Location Recce for Baking AD 

Due to the nature of my audio visual promo, location recce will not be difficult as it will be filmed in the clients kitchen. This creates authenticity in the AD as it is set in a homely location which reminds the audience of comfort. 

LO2: Evidence of Contacting Client

 

First email between me and my client:

 My overall campaign will be titled 'Your Perfect Wedding' 

With the focus of the campaign being supporting and helping customers through the process of designing their perfect wedding cake. 

After talking with my client and reviewing her social media with her, she decided she liked the idea of me creating an additional social media channel to attract a bigger TA. She also detailed to me as part of her brief that she wants me to use her logo in the profile pic and gave me creative freedom in developing her banner, as long as it related back to her aesthetic and brand.

One of the original media choices included a sticker, which would be handed out to customers and placed on the cake boxes. After talking with my client, we decided that a sticker isn't very useful to her and the campaign, instead coming up with the idea of a flyer. This would better complement the new decided upon theme of 'Your Perfect Wedding', as I could use the flyer to detail to the audience how ordering from Alana would help them to create their perfect wedding. Its a much more effective way to deliver all the crucial info a customer needs whilst hooking them on the campaign than a sticker. 

From here we decided that the moving image will deliver the same info that the flyer does but in an audiovisual form. This is to engage audiences with a different medium. The audiovisual will still also contain all the content previously decided upon in my media choices post, as my client liked these ideas and wanted to see them implemented as part of the visuals. This is able to accomplish what the flyer cannot, as the flyer would have to be give out in person after the customer has already decided to meet with my client, whereas the moving image can be posted online and can help to initially hook my client on the brand. The moving image would also appear on my clients website, making it easy to find and deliver the info to the audience in a much more engaging way, instead of being needed to actively seek out from the potential customers.

LO2: Explanation of Media Choices

 

In initial development for my clients advertising campaign I have chosen these three media types; 

- Print (sticker): Stickers that will be put on the outside of boxes and handed out to customers, flyers/leaflets have the same effect, it will spread brand awareness. The visuals on this sticker will have my clients brand name, along with a variety of different cake designs that are in the same cartoony style of my clients logo. This idea is effective as it fits well into the brand identity of the Amazing Cake House. Stickers themselves often have strong connotations in the publics mind of child-like fun and lightheadedness, this fits well into the brand as people primarily buy cakes for celebratory occasions such as birthdays, weddings or big events that people want to make feel fun. This allows the campaign to remind the customer of those fun exciting emotions that come with special occasions, and have a more positive outlook on the brand. This means that the media type itself is well incorporated into the campaign. 

- Audio-visual (promotional video): A short video advertising the home baking of the cakes and a range of what variety the client offers. The promotional video idea is effective to use in my advertising campaign as video adverts are the best way to engage an audience with what you're trying to sell. Promotional videos can easily be shared across any online space or platform, making it useful to both my clients website and their social media pages. It is important that in my video I use very striking visuals that are memorable. As I haven't developed a specific theme for my campaign yet, my initial idea for the content of the video will be a range of the different products my client offers, with clips of her also baking In her kitchen. This will help to create a very personalised feel to the video, and give the audience the impression  that my client cares about them and personally bakes her cakes to perfection for them individually, which she does. This helps to sell the product to the customer as it makes them more inclined to want to order from her. As well as this, using a promotional video as one of my media choices also allows me to directly show the audience what a range of the products look like, this is is the most important factor in creating an advertising campaign as it is what will sell them on purchasing the product. this is something my first media choice (the sticker) wouldn't be able to achieve, making the overall campaign much more comprehensive in how each advertisement reaches an audience.

- Social Media: For the final media choice in my campaign I will create a new social media account for my client on the app 'Twitter'. This is because my clients only current social media presence is on 'Instagram', meaning anyone trying to find them on other apps will have a much more difficult time accessing the brand and being exposed to the advertising. I decided on the app Twitter as Instagram has a target age range of 16-30, whereas Twitter targets an older, more mature audience of 20-40(+). This is an effective use of my final media choice as it allows The Amazing Cake House brand to reach a much wider target demographic who may be interested in buying wedding or birthday cakes. This means that my advertising will be much more effective in pulling in a new audience to the brand. along side the account itself, I will design 3 social media posts that aim at creating brand recognition. I will develop my ideas for the content of these posts with the client when I meet up with them in person to present my initial ideas. One idea I have for a post could be presented in a menu-style image that displays what Alana (my client) has to offer along with the prices of the products she bakes.

These are the initial ideas I have created for my choice of different media I'm going to use. This is effective as it allows me target a wide audience through many different methods of advertisement.