After my second pitch meeting with Lee, I have spent some time creating a few more different logo designs. Some of things that Lee asked me to do was to keep the layout the same and the font, but play around with the shaping and colour. I have used Illustrator to create these designs and used tools such as the shape tool and the paintbrush tool. Down below are the different logo designs which I have expanded on.
The first thing that I changed on my designs was the different colours. I pitched the design which is red to to Lee, which he really liked but wanted to see what it would look like with different colours. The first colour I tried out was a light green fill with yellow outline, which looks good, the colours work well together and look fresh. The next colour that I tried was a blue fill and yellow outline which I think works even better because I could imagine it on a t-shirt or a lighter.
After I tried out some different colours, I started to play around with the shapes adding in circles and hexagons. I done this for each of the different colours which gives Lee a variety of designs which he can pick his favourite from in the next pitch meeting.
Above are the different designs with cirlcle shapes around the outside which makes it more together and it looks more proffessional. I like this idea of having the circle around the outside becasue it will make it eaiser to print onto an album cover or a t-shirt, and still look good. Also it makes the logo more original and gives it a better effect.
Above here are the designs which I put a hexagon around them instead of the circle. I don't think this idea works as well because they all look a bit scruffy and stretched too much. The shape has straight lines which kind of make the designs a bit boring and dull, whereas the cirlces make it more round and together. These logo designs look like they have just been placed in the middle and just left there.
For this part of our commission unit we have to create promotional materials aimed at a target audience of 14-25 year olds. A target audience is group of people within one specific target market at which the marketing message is aimed at.
A target audience can be people of a certain age group, gender group, martial status, etc (for example teenagers, males, married people. A certain combination like teenagers from 14 - 25 is often known as a target audience. Discovering the appropriate target market and determining the target audience is one of the most important activities in marketing management. The biggest mistake entrepreneurs are making is trying to reach everybody ending appealing to no-one.
A target market is a group of customers that the business has decided to aim its marketing efforts and ultimately its merchandise. A well-defined target market is the first element to a marketing strategy. The target market and the marketing mix variables of product, place(distribution), promotion and price are the two elements of a marketing mix strategy that determine the success of a product in the marketplace. Once these distinct customers have been defined, a marketing mix strategy of product, distribution, promotion and price can be built by the business to satisfy the target market.
Target markets are groups of people separated by distinguishable and noticeable aspects. Target markets can be separated into:
•Geographic segmentations (their location)
•Demographic/socio-economic segmentation (gender,age, income occupation, education, sex, household size, and stage in the family life cycle)
•Psychographic segmentation (similar attitudes, values, and lifestyles)
• Behavioral segmentation (occasions, degree of loyalty)
• Product-related segmentation (relationship to a product)
Demographic Considerations
There are several things which must be considered demographically in order to clearly define the target audience.
Sex, age, ethnic background:This information is essential and in this case would be provided by the target audience of the product itself. Sometimes ethnic background is not an important consideration; but, as colors and terminology have different meanings from country to country, it is important to know so designers can prevent the site from evoking the wrong emotion and foster usability.
Marital Status:The importance of this information will vary from project to project, however, in the case of the computer gadget will be beneficial in the sense that it may be something better suited for a single person, or a married couple.
Occupation and Income:In the case of the computer gadget, occupation and income are very important, depending on what the gadget actually is. For instance, office professionals will likely be a huge portion of the target audience, though if the product is expensive, the target audience goes from office professionals to office professionals who earn more than £100,000 annually.
Geographic Location:Not always important, sometimes where a user lives and conducts his or her work is important to the overall design of a website. Because the computer gadget will likely be marketed nationwide, it is not a major detail, though it still should be considered when choosing hours for customer service, order and shipping cut off times. Knowing where the audience lives will allow for a time frame everyone can use once again fostering usability and appealing to the audience on the basis of convenience.
Technological Expertise: Depending on exactly how highly technological this computer gadget is, some people may not have the knowledge to use it. Targeting members without the necessary expertise is a waste of time. If someone comes to the site looking for this gadget, he or she is likely technologically advanced enough to make use of it.
The target audience which we have been asked to aim our promotional materials at is teenagers who are between 14 - 25. This age generation is the same age as what we are so this should be an easy task because we know what our target audience likes and dislikes. Many 14 - 25 year olds are known these days as the YouTube generation, simply because everything is digital and we are always using YouTube, Fcaebook, Mobile Phones, etc, whereas when the all the middle aged people were this age they weren't using Facebook to chat with their friends or catch up with family they would have to wait until they saw them next. Nearly every single young person uses or has used YouTube, to either listen to music, watch films, get help with work. We like it because mostly evrything is short and sweet and it's very easy to use.
A lot of the young people in our target audience group are still in education either still at secondary school, in college or studying at university. Some have part time jobs as well as still being in education which is a good way of starting to become more independent and have your own money which is what teenagers like; having their own money. Most of them still live at home with their parents, but there are some who live independently on their own or in university dorms.
This generation use computers and watch TV most of time because technology has changed over time and there is now so much more available for young people to use like iTunes, iPlayer, etc. No one uses CD's and video tapes anymore because everything is digital and easy to use. Many young people use iTunes as a way of listening to their music on their ipods. They like the way that you can shuffle through all the songs and the way that you don't have to put a whole album on it, only the songs that they want. Also these days younger people watch films and TV a lot of other different ways, instead of being at home 8 o'clock to watch Eastenders they can use:
BBC iPlayer
On demand
iTunes
iPhone
Consoles
Google video
BBC iPlayer and 4 OD are used a lot by our target audience because they like to catch up on the programmes that they have missed on tv so they just use these sites to catch up.
Our target audience also use iTunes and YouTube to get their music and to watch different video clips. They like YouTube because its quick and easy to use, also you can choose what you watch and when. They also like iTunes because this is a new way of getting hold of music and instead of having to buy a whole album you can just buy singles that you like and put them on your iPod.
Facebook is used a lot by our target audience. It is a social network website where people can create a profile and add friends, instant message each other and many other things. Our target audience like using Facebook because it is an easy way to keep in contact with friends and family, plus it is what everyone else is using so its kind of turning into a social normality.
The target audience which we have been asked to aim our promotional materials at is 14 - 25 year old's, which is the age gap that we all fit into. On the 7th February we had a meeting with an Access student called Alice who is studying at Penwith College and we also had a meeting with a Degree student called Kaylie who is also studying here at Penwith. We were asked to come up with some questions to ask them so that we could get an understanding of what they think of the college and their course. Some of the questions that I came up with were:
What course are you doing here?
Why did you choose that course?
What sort of things do you do on your course?
What do you think of the new campus?
What do you think are the strengths & weaknesses of the college?
We had our first meeting with the access student Alice, some of the answers that she gave us were, the course that she is studying here at Penwith is Access Health & Social Care. She described the course as a really intense course where you study different units in Biology, Maths, Physiology, English and Sociology. She also said that this is a good course which prepares you well for a degree course, it also prepares you well for interviews and for preparing your CV. The course is an attractive course which like Alice you could eventually end up in the nursing or teaching profession. She then went on to say how much the buildings and campus has changed since the first time she was here when she was 16. She said that their classrooms where just little portal cabins which is some much different from the buildings and campus today.
The next meeting that we has was with the degree student Kaylie. We started off by asking her what course she was studying at Penwith, and she replied by saying that she is studying Foundation Degree in Community & Youth Work, which she said is a great course, with great rescourses and very helpful staff. She said that the reason she came back to Penwith after having children and they had started secondary school was because she sees Penwith as a local college who give education to local people, so she feels that the college is one big community, she also said that the college is so easy to access and has everything she needs.She did go to Falmouth college previously but she prefers Penwith. Kaylie said that she would definatley recommend this course to any one who wants to work with young people or communities. After completing this course you can then go onto continue to study at university level. She then also said that she prefers the college now to when she was here previously because all the new technology and buildings just make the college a nicer enviroment to be in and therefore makes it easier for her to study.
This is another part of the Commission project which we are taking part in now. For this section we have to create multi-media promotional materials for the opening of the new college campus by the Director of Penwith College, Martin Tucker.
On the brief there are some different possibilites that we could explore and these are:
- Developing multi-media promotional materials for course director Sarah Crook promoting the new creative & media diploma
- Working alongside the Hair and Beauty department to film a fashion show
- Designing and producing photographic, audio, video and graphic design work which promotes the new campus
- Present your ideas to prospective students at a range of venues
- Produce multi-media work which can be displayed on presentation screens or as installations around the new campus.
On the 24th January 2011, I had my first meeting with Martin Tucker. In this meeting we discussed exactly what Martin wants. Some of the things he told me to think about was to show of the new buildings, maybe focus on a specific course, get interviews with present students from the college about the new campus and old campus. The target audience that I have to aim my project at is 16 - 28 year olds, so whatever I create has to be fresh and new, to interact well with the target audience.
Down below is a mind map of some ideas that I thought of doing:
I have come up with 3 different ideas to promote the college which I am going to pitch to Martin on Monday. My first idea is to create webosides. This idea was disscussed and thought up by my whole media group which we will work on it as a group. The idea is to be given 3 different departments in the college to go and film to create a 45 second weboside. The different departments that we came up with were:
Hair & Beauty - Nails, Facials, Haircut
Forensic/Science - Lab (Experiment), CSI
Dance/Drama - Dance Piece, Drama Piece
Media/Photography - Film Making Process, Photography Process
Art & Design - 3D, Print
Catering - Sweet Dish, Savory Dish
Sports - Gym, Rugby
Music - Music Process
Motor Vehicles - Maintainence
Campus - One weboside for each of the buildings
We came up with this idea because it is something different and unique, it is also relevant to the target audience and time period that we are in. This is also a very enticing idea which I think will be a better way to promote the college than a poster or flyers because it will keep the target audience of 18 - 28 years old entertained because of the time period we live in we have very short attention spans which mean that youtube clips are more appealing to us than a 10 minute long film because they are short and sweet. Mainly everybody between the age of 18 - 28 use youtube a lot and ipods, so therefore this will be a better way to show how good Penwith College is. As a group we decided that myself and Naomi are going to be making webosides for the departments Motor Vehicles, Catering and Forensic/Science. We also decided that Gemma and Hayley are going to be making webosides for Dance/Drama and Art. Tom, Barnaby and Liam were given the departments Music, Hair & Beauty and Sports. We decided to make a weboside for the Media/Photography as a whole group because we are all media and photography students so we should know a lot about this department.
My next idea which I have come up with is to make a promotional presentation which can be played on Plasma TV Screens throughtout the five major schools in Penwith. I think this would be a good idea because it is a quick and easy way to promote Penwith College and try and persuade students to come to Penwith to continue their studies.
My last idea is to make promotional posters which can be handed out in town, around schools and other colleges, shops and businesses. This is a good way of getting Penwith College's name out there and make more people aware of what is on offer at the college and how they will succeed in the future.
Proposals for each Idea
Proposal for Webisodes
Target Audience - 16 - 28 year olds
The youtube generation
Teenagers with short attention spans
Detailed Description - As a whole class we have decided to make different 45 second youtube webisodes that can be viewd by students who are thinking about coming to Penwith. We thought this would be a good idea and a good way to promote the whole college, because it's something different and relevant to the target audience.
The target audience that we have to aim our project at is 18 - 28 year olds, who are known as the yoututbe generation because they only like things that are short, sweet and keeps them entertained because they have short attention spans. This is also a better idea than just making promotional posters or leaflets whcih have been done so many times in the past.
As a whole class we created a mind map of all the different vocational courses that are on offer at the college. Here is a list of all the different courses which we came up with:
Motor Vehicles
Drama/Dance
Sports
Hair & Beauty
Media & Photography
Catering
Art & Design
Science/Forensic
Music
Campus
We all split into 3 different groups to do the project and in one group is Tom, Liam and Barnaby, in another group there is Sam, Naomi and Niina, and in the last group there is Hayley and Gemma. Each group had a chance to pick which departments they wanted. Tom, Liam and Barnaby chose Music, Sports and Hair & Beauty. Sam, Naomi and Niina chose Catering, Motor Vehicles and Science/Forensic, and Hayley and Gemma chose Art & Design, Health & Social and Dance/Drama.
Each group was then assigned two or more buildings as well as their 3 departments. Tom, Lim and Barnaby were assigned the Mannor House, Sam, Naomi and Niina were given Nanjizal and Penberth, and Hayley and Gemma were given Zennor and Porthcurno. Each group will arrange meetings with each department head to disscuss a time when they can go down there and for example film the whole process of a catering student cooking pizza's and then using final cut, edit it down to a 45 second webisode.
Also we thought that we could make little logos for each building which could be put in the corner of each webisode so that you can tell which department is in which building, for example the Hair & Beauty webisode would have a little Zennor logo in the corner, which will look good and is an easy way to inform the students where to go.
Proposal for Promotional Presentation
Target Audience - 16 -28 year olds
The youtube generation
Teenagers with short attetion spans
Detailed Description - In this group is Sam, Naomi and Niina. We have decided to create a promotional presenttion which can be played on tv screens througout the schools in Penwith and it could also be put on the college website.
We thought that this was a good idea because we won't be having a lot of writing in the presentation because the target audience wouldn't be interested in stopping and having a look or going onto the college website because it would be a boring presentation. We are hoping to go out around the college campus and take some photos of the new buildings and some classes maybe if the meetings are set up and we are allowed, which we can then add into the presentation after we have edited them all on photoshp and added lots of coll effects to the pictures to make them more appeling to the target audience.
Also we will ahve a little bit of writing but only the important parts that the students need to actually know, because it supplies the students with all the important information that they need to know about enrolling in the college.
Proposal for Promotional Posters
Target Audience - 16 - 28 year olds
The youtube generation
Teenagers with short attention spans
Detailed Description - This is the same group as before. For this idea we have decided to create a range of different promotional posters for students to read and look at. We hope that the posters can be handed out around the schools in Penwith, to people in the town and even in shops and businesses.
We think that this is a good way of getting Penwith College's name out there in the public and making more people aware of all the things that go on daily here at Penwith and the new campus and courses on offer.
We have decided to create a poster for each of the new buildings, getting pictures from the outside and inside. We will also list some of the more exciting courses that are on offer in each specific building, for example Porthcurno would have Sports and Science listed on it. We will use photoshop and illustrator to add effects and make the pictures look better.
We are well aware that this idea has been done many of times in the past and it might not be a success but we are going to create posters which we hope will appeal to the target audience and make more students apply to study here at Penwith College.
Feedback from Client
On the 7th February 2011, we had our second meeting with Martin Tucker where we pitched our different ideas. We pitched one different idea each. The idea, which I pitched to Martin, was to create a promotional presentation, which could be played around schools and colleges on TV screens, etc.
Unfortunately Martin didn’t really like this idea because he has seen it done before in the past and thinks it’s a bit repetitive. After I had pitched this idea to Martin, he gave me some feedback on what he thought about the idea. He said that he would prefer it to be a promotional video of the college, making sure that I show off college students work, have lots of different clips of students on different courses doing something that is involved in that course, for example have a clip of a catering student preparing their ingredients and then have a clip of them cooking a meal. He also said to make sure that I add in a section about further progression after college because he gets a lot of different students asking him questions about further progression and what they can hope to achieve from the college, also to make sure that is short and sweet and very active so that it keeps the target audience entertained.
After my group had pitched our 3 different ideas, Martin asked us to expand on the promotional posters idea and make big posters for each building in the college, which can be placed on the wall as you enter each building. On these posters he wants us to include still shots of students taking part in different activities on different courses which are in a specific building, for example for the Nanjizal building we could have a lot of still shots of Art & Design students doing ceramics, sculpture and photography. He wants these posters to be created because he wants to show what makes Penwith College so unique and why students should choose to come and study here instead of the other colleges.
He also really likes the idea to create 45-second webisodes. He asked us to continue with this idea as well as the posters. We explained that this idea would be completed as a whole class and that the posters would be done in our small group of 3. He liked the idea of the webisodes because he thought that is was a very unique and different idea and would respond well with the target audience.
Final Proposal
Target Audience - 14 - 25 Year Olds
The youtube generation
Detailed Description - On the 7th February 2011, we had our second meeting with Martin Tucker, to pitch our 3 ideas. After this he gave us feedback and then he chose the ideas, which he would like us to expand on. The ideas are to make big promotional posters for each building in the college and to create the 45-second webisodes as well.
As a whole class we are going to be working on the webisodes, but we have been separated into 3 different groups and given 3 different courses and buildings to focus on. In my group there is Niina, Naomi and Myself and we have been given the Catering, Motor Vehicles and Science courses and the Nanjizal and Penberth buildings as well. We have decided that we are going to film a catering student making something which will appeal to the target audience like a cake or pizza, for the catering webisodes. For the motor vehicles webisodes we are going to film a mechanics student giving a guide to a car and how it works. And then for the science webisode we are going to film the whole process of a science student performing an experiment with big explosions and reactions because this will show off each of the departments and courses on offer at the college.
For the webisodes that we are going to create for the two buildings we are going to film around the outsides of the buildings and then the insides because we want to show students what the new campus is like and to show it off. Martin also wants us to create big posters for each building in the college, which can be displayed on the wall as you enter each building. We are going to use our Photography skills to take photos of the buildings and students taking part in different activities, then we are going to place them all together on A0 paper and create collages to display which will be a good way of showing what’s in each building and it makes the college look better instead of just being plain white walls in every building which is very dull and not to appealing.
