Production plan 2

Production plan  2

Production materials and visualisation

Vintage cycling posters that were used to advertise races and brands off bike inspired this design. It is a very distinctive style that is widely associated with cycling so we thought it would be a great way to advertise bikes for hire. This kind of style has started to come back into fashion with younger people so we thought this would be the perfect way to connect with this audience.

These are a few of the retro cycling poster designs we took inspiration from:

We were really keen on the idea of using the hut and the path leading out, it gives the company a welcoming feeling and like it’s the place to go. We have used the Cambridge skyline again to reinforce this feeling of cycling being a way off life in Cambridge. The colour pallet in this design is very warm and bold. It fits with the vintage look when the colours are slightly off. We haven’t included any text in this design but it would have the company’s name over the top and also some more information such as contact details and price. This is the style of font that we would be using for the text. It is an art deco based style and we have adjusted it on Photoshop by adding a think stroke. This poster is aimed at a larger budget and what we think would be the most effective. 

We would like to include the cambridge skyline as a theme for the poster.

Potential Development

We have worked on other ideas that we could include include in the print advert to develop it. This could potentially include photos of the products/services that City Cycle Hire offer. We are planning on meeting with the client to discuss this potential development as well as including more information such as website, phone number and price list. We wanted to have a good idea of the style of the advert before we could develop the content further. We are aiming to tailor it to the clients needs, so we are factoring in further development through conversations with City Cycle Hire into our plan

Target Audience

This particular version of out print advert is likely to appeal to quite a wide rang of people but with the focus on the leasure cyclist of between 18-45. We decided that the vintage poster style would appeal to customers who are looking to use the hired bikes for leasure cycle rides rather than commuting to work. The poster is tailored to appeal to an older audience because they can relate to the vintage style look. We also took into consideration younger customers and specifically tourists because we feel the style is fashionable at the moment and including the Cambridge sky line is a good way to show them a stylish way to explore cambridge.

Timescales and budget

The poster would be exported for print form so that it could be printed up to A3. The cost for 50 posters to be printed at Print Carrier would be around £35 and these would be delivered to the client directly from the printers. We have found local pritners in cambridge so that and delivery charges will be kept to a minimum

For this to be produced it would take about 30 hours of the artists time so we would aim to have it done by the 15th February.  With varying work days this is a safe estimate and is managable to finish before this date

We would create all of the assets for the design from scratch so there would be no issues with copyright there. The font is called Grenadier NF and is free for commercial use so there wouldn’t be any extra costs there. 

Production Plan 1

Production plan 1

Production Materials and visualisation.

For our first print advert concept we decided on the assets we would need and we then collected them. this includes arranging a photo shoot of the hut that we want to feature in the advert. We will need to take photos of the hut. Choosing a sunny bright day would be ideal so that we have the best lighting conditions for shooting in. We plan to make an illustration out of the photo of the hut. Planning to use Adobe Illustrator so we can achieve the style we want which includes sharp, clean cut lines and vibrant colours. These are some visualisation sketches for the hut illustration asset

This is a very stylized poster designed to capture people’s attention with the fonts and colours used. The ‘Lighthouse’ font has been used because we associated it with the Cambridge way of life and think that it would appeal to young students as well as adults. We have kept the wording very minimal and straight to the point. The actual version would include contact details such as a phone number and website address. We have used a wheel to make it obvious that is to do with cycling and also City Cycle Hires hut to make their location familiar with the people seeing it because we think this is a unique selling point. The colour scheme is yellow and black because these are the colours that are currently associated with the business as well as them being very bold, eye catching colours. This poster is aimed at a mid range kind of budget.


Potential for development 

We feel that the poster its self is a good representation of the image of the company that we are trying to create. Although we realise that there is potential to improve and develop the poster. Specifically to fit the needs of the customer base. It is likely that we can include more information which we would need to make as simple as possible so that the tourist audience second whos language is English will be able to quickly understand the prices, contact info and service provided

Target Audience

One of the largest customer bases that we found during the conversations with the client was that forgein language students, usually aged from 18-22 were a big target audience. With this as a consideration we decided that we would include iconic cambridge imagery such as kings college skyline so that they can immediately identify the company as a Cambridge based one and we are illustrating the potential to explore the city.

Market position

City Cycle Hire is one of the most popular cycle hire companies within the language schools and our poster is designed to target the audience and attract other customers.

Recce Report

Risk assessment


Subject of photo shoot: City Cycle Hires location. Location: Fen Causeway/Newnham Date:29/2/2015
Photographers: Alex Davies

Hazard	Persons who may be harmed	Property which may be damaged	Risk controls already in place	Risk assessment	Action required if risk occurs
Cycling to and from location on busy roads.	Alex Car drivers	Bike, Camera and items on person. Car.	Cycle safely on cycle lanes and on quiet streets. Mobile Phone with him	LOW	Call for help. Hopefully passers by will stop and help.
Standing next to busy road when taking photos.	Alex Car drivers	Bike, Camera and items on person. Car. Street furniture.	Keep a safe distance. Being aware of surroundings.	LOW	Call for help. Hopefully passers by will stop and help.

Location for shoot

The poster would be exported for print form so that it could be printed up to A3. The cost for 50 posters to be printed at Print Carrier would be around £35 and these would be delivered to the client directly from the printers.

For this to be produced it would take about 20 hours of the artists time so we would aim to have it done by the 10th February.

We would create all of the assets for the design from scratch so there would be no issues with copyright there. But we would have to purchase the font if we were to use it, which would cost around £38. If the client didn’t want to spend this on this font but likes the styling we would work with them to find something similar for a more affordable price

Final Board of poster and development

Location Scouting Report - Photo Shoot

Timescales and Budgets

Printing costs

With the website we were looking at called cheapest print online, it would take 7 days with standard delivery for the posters to arrive, with express delivery it would take 2 days and with  fast track it would be next day delivery. This averages out to around 5 days on average for the posters to be delivered.

This is the evidence of my research into the costs of the prints and to show the price in total. It would cost you £17.34 for 7 day delivery for 50 gloss paper prints of your own design.

This gives us 7 days to work on write ups and other written work to be completed.

The photo shoot
 The photo shoot we did in the studio was very helpful towards the poster. We got the images of the products that we needed.

For the shoot we needed a college camera (DSLR) and the studio with the help of Mel for the lighting and Adam and Stephen prepping the products as he wanted them photographed while Alex and my self were in charge of taking the photos. 

This photo shoot took up a lesson of our time and Adam had to travel in. This is something we would have to consider to add to what would be the amount of payment in a real job with a client. It would average to around £35 an hour every time he came in. For the 4 times he came in for an hour and a half it would have added up to £210 pounds. 





Legal and Ethical issues
There were a few issues to address when considering all of the legal and ethical issues.
- When we were downloading the fonts we were thinking of using we had to make sure we had the rights to use them.
- When photographing the products that Adam bought in we had to make sure we weren't including the logo's so we either had to blur it out or take it from a different angle. This is one of the reasons we liked the idea of illustrating the stock images.
- We had to make sure the wording we were using wasn't patented by any other brand or company slogan.
- There is also a risk assessment for the photo shoot in a separate 

Risk Assessment of photoshoot

Target Audience - Canon's ad

The product is not targeted at a certain gender as it is a widely used product between genders and it can be intriguing to anyone. It doesn't really even have a target for the age. It could be presented to a person of any age and the aim of the advert would still be the same. It is presenting a very technical range of products and that is the only thing which means it would be aimed at a younger audience but it would be insensitive to regard an older generation as not interested in technology.

The product is a luxury item and not an everyday purchase. They are a new range which means it'll be a high price starting off. This means it is aimed at people with a certain lifestyle, someone who has high earnings and can afford an expensive gadget like a DSLR and also the time to go out and shoot on the DSLR.However the advert shows off one of life's unusual normally unseen events, that is how they are trying to inspire people to consume into their new product range so these seemingly untouchable events are made into reality. These items are generally aimed at someone who lives a very open relaxed lifestyle with time on their hands and an interest in travelling or seeing the world.

Presentation Of Case Study

Finalised Production Plan

The Advertising Plan

Proposal

The Product Being Advertised

-       We have identified that the product that we advertising is a bicycle for hire in Cambridge on a period from 1 to 365 days.

-       There are 2 different types of bicycle on offer. One being a town hybrid type of bike, the other being a mountain bike. Both types of bikes have men and women’s specific versions.

Aims And Objectives

-       Our objective is to create a poster.

- That tells people City Cycle Hire is THE place in Cambridge to go for a

a hire bike.

-       The main selling points from hiring a bike from City Cycle Hire are; Lights, Lock, Free Servicing, Quick & Easy and Affordable.

Audio Visual Element

We have had some other ideas to make a short video demonstrating the process of hiring a bike from city cycle hire. It would be around a minute and a half long possibly even less. All it would be doing is to show how simple the process is. It would feature very quick snappy editing with a very simple tone. Our inspiration from the quick and snappy theme of it came from mainly the idea behind the message of city cycle hire being a very easy process but also from the wickes adverts

Target Audience

-       Aimed at 16-25 year old students who are mostly from foreign countries. Language may be an issue so the brief is to keep it simple and visual. 

Campaign Message

-       The main aim of the campaign is to show students that its less hassle and cheaper to hire a bicycle whilst here studying than to buy one.

Schedule

21^st January- Initial meet with client to discuss what he really wants.

28^th January- Photo shoot of clients’ products to help with design.

4^th February- Production meeting with client to present 3-4 interpretations and creative ideas.

8^th February- Email developed design and get feedback.

11^th February- Meet with client to present draft for feedback for final tweaks.

25^th February- Send Final poster design to client.
28th February - send designs to printers
30th February - final proof back to printers
7th March - prints ready to go for arrival of new students in new term

-The poster will be ready to put up straight away as students at these colleges come and go on a weekly basis, as the courses are more short term than long term.

-But as the weather starts to get nicer into the spring this is the sort of time people feel like cycling.

-       Adam from City Cycle Hire was keen on putting the posters up himself at the colleges he has developed good relationships with because they let him put them up for free as long as the poster includes the colleges logo. Despite us advising other media channels such as local press and social media.

Roles 

We will be sharing the roles in this project to make the most of our time. Edwyn will be taking charge of communicating with the client and keeping on top of blog work/paper work. He will also be doing research and doing a few bits the artist needs doing. Alex will be helping the artist with ideas and also doing some of the typography work. Aswell as assisting the artist with any bits he needs doing such as cutting out photos on Photoshop. Stephen will be the digital artist taking control of what the poster looks like aswell as the technical bits to do with sizing and creating the vector art.
Media Channels
-       Adam from City Cycle Hire was keen on putting the posters up himself at the colleges he has developed good relationships with because they let him put them up for free as long as the poster includes the colleges logo. Despite us advising other media channels such as local press and social media.

Price
To create the design that we have discussed with Adam, will take the artist around 30 hours to piece it all up together. We have already done the photo shoots needed and altogether they took 4 hours to do.  It will then take a final 3 hours of tweaking and checking the text and making sure everything is aligned. So the total hours for this project are 37 hours. We would be charging £16 an hour, which means the total price for this job will be £592 +VAT.

Legal & Ethical

-       When using photographs of products in the poster. We must not include the brands logo. So we must blur or block it out.
        

 - Make sure we have the rights to the fonts that we are using.

- Make sure that the wording we use isn’t patented to any other brand.

 - The ASA have a range of advice for non broad cast advertising, much of which is for specific products and industries, for example food, tobacco, health and medical. We're not advertising any of these products and so our main priority will be to ensure that we don't falsely advertise the product and do not offend anyone.

Resources and equipment 

For the photo shoot in the studio we needed a camera, linked up to the lights in the studio. We needed a studio area with a white background, we needed a laptop with photoshop to edit the images to our own suitable form. We also need all of the products that adam wanted us to photograph.

Fonts and colours

Adam said that he wanted something bold and simple so we thought that the retro poster idea would fit this kind of brief. We really loved these retro art deco fonts because they are very bold and simple but also slightly stylised which we think is something that students would like and maybe attract to the business.

Poster designs.

These are the two poster designs that Stephen has come up with. We pitched these two ideas to Adam as a template layout for an initial idea of what the style will be like. We then had feedback from Adam obviously stating it needs more information of the products and where they could go and where the logo will fit. This was what we then started to work on and think about. 

Fourth Production Meeting

In  our last meeting with Adam we showed him what was supposedly our final design. It still needed some tweaking but we had a pretty clear idea that it was what we had worked towards. We presented it to Adam and he still had other ideas on what he wanted  it to look like. We had a very useful conversation that took us in the right direction on completing the final design for the poster. We talked through what needed changing and what Adam wanted to add to it and it gave us a really clear idea on what it was going to look like after the final alterations. 

The main changes the needed doing were:

 - More of the stock images to be added
 - The EF logo
 - More information on contact details
 - The logo being bang in the middle and bigger

The Brief

                 

This is a leaflet for City Cycle Hire. Adam showed us this to inform us of the products he sells and the offers he has. This gave us a better understanding of how it all works and what he is actually promoting/ selling. It helped us to understand how to differentiate between what is on the leaflet and what we need to put onto the poster.

The Process

This post is to show the way we went through different ideas. We all sat around the table and drew out different designs and said what we liked about each design and which things we were going to keep. There are a few things which are prominent throughout the designs. These are the things we mean to include in the final poster.

We have other ideas and new additions since these designs and we have worked out how it will all fit together.

We had the idea of using his building on lamas land as a 
starting point for the poster. That way people would recognise it and feel familiar when approaching to hire a bike.

When we first pitched our ideas to adam there were a lot of ideas all over the place and he was slightly over whelmed by the amount of things we were trying to get across to him, as were we. So we decided to all just sketch out certain concepts and ideas we liked and have a look at all of them.

Market Competition

Bicycle Ambulance 

Bicycle Ambulance are located in Park Street car park. They have a very small shop and don't have as many bikes to offer on hire as City Cycle Hire. But they are in a very good location and apparently have good links with the CATS international sixth form college next to them. 

Station Cycles

Station Cycles are City Cycle Hires biggest competition. They have a huge fleet of bikes for hire and are much more central so it is easier for students to access them. Station Cycles prices are pretty much exactly the same as Bicycle Ambulances. But City Cycle hire is slightly cheaper than both off them.

Kingsway Cycles

Kingsway Cycles also have a small fleet of bicycles for hire. They do not name their prices online and i would have thought that they have a very small percentage off the market in Cambridge.

Print Advertising Platforms

Cambridge student union advertising : https://www.cusu.cam.ac.uk/business/rates/


Varsity magazine rates:

Advertising platforms:  http://www.manonthemoon.freeserve.co.uk/advertising.htm

First Production Meeting

In our first meeting with Adam we addressed a few of our ideas to do with the website, the logo and style of the companies image. He made us realise that those are the things he wishes to remain the same.  That is when we started working on poster designs.
We discussed the initial creative brief in further detail and got to learn a lot more about the business. We learnt that he has various connections with the international schools around cambridge and that this is his main target audience.

We learnt more about the products on offer and all of the perks about his business. He told us what he wants to be put down on paper and how we can influence and develop his ideas.

After the meeting we started working on poster designs, fonts, imagery and how to catch the eye of a younger audience.

Third Production Meeting

In our meeting with Adam today we presented 5 poster design ideas. They all featured different styles and uses of imagery. They were all made on illustrator and photoshop so they featured a cartoon style. Adam was aiming at utilising the stock images of the products we shot in the photo shoot last week. He stressed the importance of showing off the products through the images. We are now aiming at fading in the images of the products into the poster. We were also quite tight for space in the poster so we have proposed the idea of doing it landscape rather than portrait.

We also presented the different styles of fonts we were thinking of using and he thought they were too stylistic and his use of font before hand was about the impact of the font which stood out in large letters. This is something to think about when choosing the final font.

A few of the main pointers and things to think about when designing the final draft is the logo of the company, the products he is actually offering, the eye catching imagery (the cambridge skyline and the illustrated hut) and the offer of £6.50 a week. These pointers have given us a lot to think about and the meeting was very useful.

In this meeting we presented to Adam a few initial concepts of the kind of ideas that we were thinking about.

Feedback From Adam:

-Likes the styling.
-Not so keen on the art deco font.
-Preferred format landscape.
-Need telephone number and website.
-Logo needs to be more of a focus.
-Hut needs to be bigger.
-Name.
-Likes the handstyley font.
-Needs space for third party advertising.
-Send a draft design from feedback by friday/monday. Next meeting on wednesday 11th Feb.

Font research and development

These are the fonts that have caught our attention as they are rather retro which would fit the theme of a vintage set.