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.