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1. S H E L B Y L U C I E R
T H I S P O W E R P O I N T W A S C R E A T E D B Y S H E L B Y L U C I E R .
M O S T W O R K W A S T A K E N F R O M T H E S C S A G E N C Y B L O G ,
B U T H A S B E E N E D I T E D .
A L O T .
Absolutely Everything –
Backstitch Production

2. Balzano’s Delicatessen: Research
As one of our 3 choices
for advertising clients,
we thought we'd think a
little outside the box
and go with one that
wasn't on the list of
choices for clients. That
way it'd be more unique
and different from
everybody else's in the
class.
I (Shelby) suggested
Balzano's Deli in
Cambridge as one of
our client ideas. When
digging into the
research area, I realized
that there wasn't much
about Balzano's online.
All there really is that
they themselves monitor
and post for, is a
Facebook page.
Initial Planning & Research – Slide 1

3. B A L Z A N O ' S D E L I H A S B E E N A N O N G O I N G F A M I L Y B U S I N E S S F O R T H E P A S T 4 0 Y E A R S
( O R M O R E ) . I T ' S L O C A T E D I N V E R Y C E N T R A L C A M B R I D G E , D O W N C H E R R Y H I N T O N
R O A D . E V E R Y D A Y A T A R O U N D 4 A M T H E B A K E R S A R E I N T O S T A R T B A K I N G B R E A D
A N D P I Z Z A S F O R T H E D A I L Y S A L E S A N D L A T E R O N I N T H E M O R N I N G F R E S H P A S T R I E S
A R E A L S O B A K E D .
T H I S I S A G O O D P L A C E T O A D V E R T I S E B E C A U S E T H E Y ' V E A L R E A D Y G O T A R E A L L Y
S T R O N G B U S I N E S S G O I N G S O B U D G E T S F O R G O O D S O U R C E S O F A D V E R T I S E M E N T
W O U L D B E E A S Y T O G A I N A N D I T H A S A S E L E C T I V E R A N G E O F C U S T O M E R S T H A T
C O U L D E A S I L Y B E B R A N C H E D O U T E V E N F U R T H E R T O A W I D E R R A N G E O F A G E S .
T H E Y ' V E A L S O O N L Y G O T F A C E B O O K A N D A F A N T A S T I C W O R D O F M O U T H T O G E T
T H E G O O D R E V I E W S A N D N E W C U S T O M E R S - H O W E V E R , T H E Y C O U L D E A S I L Y G O
M U C H F U R T H E R A N D P U T U P M O R E S O C I A L M E D I A N E T W O R K S A R O U N D .
W E T H O U G H T T H A T T H E B I L L B O A R D I D E A W O U L D B E A G O O D O N E A S W E F O U N D
O U T T H A T T H E P R I C E T O P U T O U R A D S U P I S R E A S O N A B L Y S M A L L P E R M O N T H , A N D
T H E B I L L B O A R D W E W E R E L O O K I N G A T W A S A P A R T I C U L A R L Y G O O D L O C A T I O N A S
I T W A S J U S T A 1 0 M I N U T E W A L K U P T H E R O A D I N T H E L E I S U R E C E N T R E I N F R O N T O F
C I N E W O R L D . A N D E V E R Y B O D Y K N O W S T H A T T H A T I S T H E K E Y L O C A T I O N F O R H I L L S
R O A D S I X T H F O R M C O L L E G E S T U D E N T S T O G O F O R L U N C H .
Balzano’s Delicatessen: Research
Initial Planning & Research – Slide 2

4. Nanna Mexico: Research
Nanna Mexico is located in two places in Cambridge:
29 Petty Cury 33 Regent Street
Cambridge Cambridge
CB2 3NB, United Kingdom CB2 1AB, United Kingdom
Nanna Margarita used to live in
Mexico City created the first
Nanna Mexico in 1958. She was a
single mother with seven kids, who
desperately needed some food.
Times were hard but one day
Nanna Margarita set off to go out
on the street with her kitchen table
laden with fresh ingredients. From
that day on Nanna Margarita
created the Nanna Mexico, she
turned market-bought ingredients
into mouth watering meals for the
local factory workers.
Nanna Mexico is not just about the
delicious food but also has a story
of struggle behind it. The fight for
survival Nanna Margarita had with
her seven kids and the passion and
motivation within her to bring
Nanna Mexico to life. Nine years
ago Luis had a passion to bring his
Nanna's Mexico to the UK, to bring
the smell, the colours, the textures,
and most importantly, the
ingredients of his Nanna’s kitchen
are what you will find in his Nanna
Mexico. Luis has come a long way
from the table in the streets but as
Luis says:
"I like to think that my role now is
the same as my nanna’s was way
back then. To serve you delicious,
fresh food to nourish you for the
day ahead."
Initial Planning & Research – Slide 3

5. Nanna Mexico:
Research
This is the logo:
They have many ways
of promotion. One way
is their Nanna Mexico
van.
Initial Planning & Research – Slide 4
Also another way to
get their customer
coming in is with the
advertising they
have on their
website:
http://www.nannamexi
co.com
People love offers and feeling like they have got something good value. The £10
every evening for a main item, chips and salsa any drinks and dessert is a great
offer and will draw attention to many people, such as families and people on a
night out.
The Student Monday is a great appeal to all the students studying in Cambridge.
They’re always looking for cheap but good value.
They also advertise their social media networks on their website. They say, “Follow
us on Twitter and grab an offer every Tuesday”. This is giving the customers a hope
of offers and a great meal out.

6. Backstitch: Research
ADDRESS:
Backstitch
Burwash Manor
New Road
Barton
Cambridge
CB23 7EY
Alice Synge is happily married with
two boys (aged 4 and 7). She is
also the founder and owner of
Backstitch Co,.
Backstitch originally started in her
home office while she was looking
for 'the business idea' that will
change her lifestyle.
Alice finally decided she wanted
to sell fabric online in 2010. Only
recently she opened her first Brick
and Mortar store in March 2014. By
opening a retail premises the
business has changed rapidly. It
has come much further then
where she started off.
Alice's day starts with Backstitch
when doors open 10am until they
close at 5pm.
Initial Planning & Research – Slide 5
Burwash Manor has 17 different units, including cafes,
shops and even a haberdashery, that bring
something different to the community.
They've been up and running for 20 years and are still
expanding. Later this year, the farm is hoping to open
a new restaurant. This is ideal for a day out for
families. Farm life are also available to see and at
Christmas time, you can even buy a Christmas Tree!
The store itself is a fabric and haberdashery retailer
that sells contemporary patterns, books, fabrics and
haberdashery for quilters, dressmakers and crafty sewers.
***
Backstitch also have various classes in dressmaking, embroidery, hand sewing, machine sewing
and quilting for anybody, no matter what the level, at the main shop. It is located on a farm at
Burwash Manor in Barton, just outside of Cambridge.

7. Branching Out
They advertise in many different
ways, such as their website:
http://www.backstitch.co.uk/
By going on the website, you will
also see the many different
networks that Backstitch is
subscribed to – such as email,
Facebook, Twitter, Pinterest,
Instagram and Flickr.
Backstitch: Research
Initial Planning & Research – Slide 6

8. Advertising Plan
Proposal Identifying:
Our brief is to advertise the
haberdashery store
‘Backstitch’, located in
Burwash Manor. They sell
fabrics, threads, buttons etc.
The store owner also holds
classes that vary from
beginner to advanced levels.
Although our main aim is to
advertise the product of the
store, it is also to advertise the
sense of community in hope
to be a part of a bigger
audience one day. Our aim is
to share the Backstitch
experience with new people
so that they can interact with
the Backstitch shop and feel
free to get advice on
haberdashery.
The objective of advertising the store is to make it known to potential new customers.
The target markets that the client wants to reach are:
Young women/men whose hobbies include craft,
students that are taking a course in textiles or fashion, people with more experience
with sewing etc.
For this campaign we wanted the message to be short and sweet – something that is
catchy – but more importantly, something that defines Backstitch and the theme that
we are going for. Below is the campaign message we came up with:
We are trying to bring a fun and interesting spin to haberdashery into our new
generation and keep the past generation up to date with new exciting designs.

9. Advertising Plan
Good uses of advertising would be thinking about the different locations of where
the audience could see them most depending on the whether. For instance; In the
winter, when it is most likely to be raining, people will be indoors more. They’ll be
using buses rather than walking so bus shelter billboards would be good locations. In
cafes, shops etc. Wherever people may go to avoid rain and cold.
In summer, there will be a lot of different aged people on summer holiday, and
families out on picnics and trips etc. Good places at this point would be places like
co-ops and other convenience stores so when people go to buy drinks and/or
lunch, they will see the advertisement.
However, something for the client to consider is that changing the locations and/or
sizes of advertising may be quite cost effective.
We were aware that
there were different
seasonal sales that are
released in summer,
autumn, winter and
spring.
The one we had just
missed was the winter
sale, selling wooly
clothing and thicker
fabrics. We brought this to
Alice’s attention and she
stated that as the general
idea of Backstitch
remained the same
throughout the year, she
thought that keeping the
advertisement should
remain the same as well.
Whilst listening and
agreeing with this
comment, we also
thought that maybe we
could juggle the ideas
around by using different
colour schemes and only
slightly altered images.

10. A F T E R R E S E A R C H I N G T H E P O S S I B L E L E G A L A N D E T H I C A L I S S U E S O N T H E
A S A . O R G . U K W E B S I T E , W E D I S C O V E R E D T H A T N O T M A N Y F A C T O R S O F
L E G A L I T Y A N D E T H I C A L I S S U E S A R E A P P L I C A B L E T O O U R S O R T O F
A D V E R T I S I N G .
T H E R E A R E T W O M A I N C O N S I D E R A T I O N S . O N E O F T H E S E A R E S E N D I N G O U T
I D E A S A B O U T B A C K S T I T C H T H A T A R E N ’ T T R U E O R T H A T A R E E X A G G E R A T E D . S O
W E C A N ’ T S T A T E T H A T B A C K S T I T C H H A V E A C E R T A I N T Y P E O F C L O T H I N G O R
C A R R Y A C E R T A I N A M O U N T / T Y P E O F A P R O D U C T T H A T T H E Y D O N ’ T O R T H A T
I S I N A C C U R A T E .
T H E O T H E R I S U S I N G H A R M F U L A N D / O R O F F E N S I V E M A T E R I A L .
“ M A R K E T I N G C O M M U N I C A T I O N S M U S T N O T C O N T A I N A N Y T H I N G T H A T I S
L I K E L Y T O C A U S E S E R I O U S O R W I D E S P R E A D O F F E N C E . P A R T I C U L A R
C A R E M U S T B E T A K E N T O A V O I D C A U S I N G O F F E N C E O N T H E G R O U N D S
O F R A C E , R E L I G I O N , G E N D E R , S E X U A L O R I E N T A T I O N , D I S A B I L I T Y O R
A G E . C O M P L I A N C E W I L L B E J U D G E D O N T H E C O N T E X T , M E D I U M ,
A U D I E N C E , P R O D U C T A N D P R E V A I L I N G S T A N D A R D S . ”
W I T H T H I S I N M I N D , W E M U S T B E C A R E F U L N O T T O S U G G E S T A G E I S M ,
S E X I S M O R T H A T B A C K S T I T C H I S P A R T I C U L A R L Y F O R O N E S P E C I F I C
G E N D E R O R A G E .
T O A V O I D A C C U S A T I O N S O F O U R A D V E R T I S E M E N T S B E I N G A G E I S T O R
S E X I S T , W E M U S T E N S U R E T H A T W E I N C L U D E B O T H G E N D E R S A N D P E O P L E
O F A L L A G E S ( F R O M B A B I E S T O O L D E R P E R S O N S ) I N O U R
A D V E R T I S E M E N T S . W E C A N A L S O D O D I F F E R E N T T H I N G S W I T H T H E
I M A G E R Y A N D C O L O U R S C H E M E S .
Legal & Ethical Issues

11. C O P Y R I G H T G R O U N D S ?
A N I M P O R TA N T TH I N G TO R E M E M B E R I S TH A T
A L I C E WA S TH E F O UN D E R O F A L L O F TH E D E S I G N S ,
S H O P S E TC .
G I VI N G F UL L C R E D I T TO H E R O N E A C H
A D VE R TI S E M E N T I S I M P O R TA N T.
Legal & Ethical Issues

12. Initial Print
Based Ideas
Pricing & Details
(Researched)
Press Mag Media –
between £2000 and
£3000 (No. 0845 619 5566)
SCC Newspaper (Colour,
midsection) – £2102
AW House – £250 (5 pages,
A5)
Booklet – £311 (30 pages, A5):
no. 0202 291 7258
Billboard – No. 0865 643 1020
InstaPrint (Stickers) –
3.7x3.7cm (Circular) 100 copies
for £9.00 and15,000
copies for £135.00.

13. Production Plan
Campaign -
Meeting
Schedule
Campaign Schedule Containing:
We need to meet with the client and discuss a few
objectives:
1st meeting - We will discuss the client’s wants and needs
and show our initial designs and see what they think
and if it’s along the lines of what she was thinking. We
will also so discuss budget and location.
2nd meeting - We will come back to the client having
done the research with development of our
designs and the cost of production, get feed back and
anything she wants to add on to the design.
3rd interaction (with client via email) - Send the client the
final design proposal. Feedback on if they want to
follow through with production. If so, what quantities are
needed?
4th interaction (with client should be via post (to the store)
- including the print advertisements requested.

14. Production Plan - Meeting/Communication with Client:
Schedules & Dates
We also had to ask the client if there
were any promotional offers she
would like to include in the
typography of the designs. We also
needed to understand whether the
print based advert we were going to
create needed to be a classic
design that can be reused so the
client saves cost.
On the other hand if she wanted to
make the adverts more seasonal, like
ones that would be trending during
holidays etc, this would bump up
production cost depending on
colours and quantity of objects in the
design. This was not included in the
brief the client sent over so it would
be an important to enlighten them if
they had not thought of it.

15. Production Plan 1 - Proposals
Sticker Development
7.5cm width
6.5cm width
8.5cm width
Practicing the Logo
The outline of the form/style/content of each
advertisement is simple. With the stickers, they are a
basic circle that would hopefully be used when
something is purchased at the shop and the customer
gets a paper carrier bag to carry their shopping home
in. It is meant to be an eye-catching yet subtle design
of the ‘B’ for ‘Backstitch’ on each sticker, including an
item or a summary of what can be found at the shop.
The position in the market would be quite
low and within customer range. They
would have had to have heard of the
shop to actually go there and purchase
something in order to see the sticker.
However, it would be possible to make
these stickers available for purchase and
in that case, they would be advertised by
the websites that Backstitch use almost
daily.
The target audience would
hopefully be women (and
maybe even men) of (the
approximate) ages 12 and
above who have an interest in
sewing and/or crafts. It could
also be inviting to those who
are looking for a new hobby
and are interested
in beginning
sewing lessons
and/or classes.

16. Production Plan 2 - Proposals
For each idea that we presented, we took notes on the ideas that she liked, disliked
and any changes she’d like us to make.
We also recorded our whole meeting so we could track back later on anything that
we might have missed.
With the postcards, the worry of Alice’s was that the use of people in the postcards
might not give the true reality of her shop and her customers. She was also aware
that if we decided to use models that she’d have to pay them which would
potentially have been a great loss of investment.
POSTCARDS:
Prototype 1, 2 & 3 – The form of
advertisement is a double sided A5
postcard/leaflet that could be
distributed in many ways, such as
posting them through doors, handing
them out in town and/or busy places,
giving them out when customers make
purchases, sending them via email/post
to customers with memberships, leaving
them in cafes & posting it on social
networks etc.
The position in market is high in terms of
being in contact with people who may
not have heard of Backstitch before as it
would quite easily become very
noticeable. It would have a repetitious
effect where people would see it over
and over again and finally stop to have
a look at what it is. It would hopefully
eventually become just a simple word-
of-mouth that gets customers into the
shop. We are hoping to get Alice to
agree with our train of thought ‘you
need to use money to make money’.
She is concerned about the price of
putting this advert places, but [Shelby]
tried to explain that actually using a
good amount of money could be
beneficial in terms of reaching new
customers.
The target audience would hopefully be
women (and maybe even men) of (the
approximate) ages 12 and above who
have an interest in sewing and/or crafts.
It could also be inviting to those who are
looking for a new hobby and are
interested in sewing. It could also be
attractive to children because of the
gentle feel to the postcard and the use
of the pastel-shaded colour scheme.
Hand-Sketched
Prototype 1
Hand-Sketched
Prototype 2
Hand-Sketched
Prototype 3

17. WE DECIDED…
We decided to completely scrap this idea and to
just simply stick to the postcard idea and the
sticker idea as they are both simple, yet effective.
Production Plan 3 -
Proposals
THE VIDEO
ADVERTISEMENT:
Alice said that she felt
that these ideas were
“too ambitious” for such
a small business and
she’d rather stick to
print-based
advertisements.
She feels that, again,
using models/customers
as models would not
represent the customers
the way she wants them
to.
She also has concerns
about needing to pay
the models, costing her
business more money.

18. Recce Report (above)
Production Plan
Official Files
Including Timescale &
budget, risk assessment &
recce report.

19. Timescale & Budget
Absolute Deadline for 2 Final Products
- Friday 13th February
Resources & Equipment We Will Need
- Tripod & Camera (With a Memory Card & Full Battery)
- Fabrics from Backstitch shop to take images of
- Adobe Photoshop & Adobe Illustrator (Laptop)
Time Budget
- Sharmin taking photos of everything & recording meetings
- Christen designing sticker and printing
- Christen making final notes
- Shelby designing postcards and printing
- Shelby editing notes made
- Shelby contacting Alice when needed
This activity will take 9 hours minimum (this is including bus journey, walking time and lesson time).
Each bus ticket costs £4.20 per person (for a Day Rider).
Minimum wage for an Under 18 is £3.79 per hour.
Lesson hours per week – 7 and a half hours.
3.79 x 7.5= £28.43
7.5 x 5 weeks = 37.5
37.5 x £3.79 = £142.13
£142.13 + £4.20 + £4.20(bus money) = £150.53 each (This is not including printing costs)

20. Hazard Who could
be harmed?
How is it
controlled?
What further action
is necessary to
control all risks?
Having to
stand if the bus
is too full
Us, and
everyone
around us
By making sure that
we are securely
holding onto the
handles
If the bus is at full
capacity, wait for
another.
When getting off
the bus, we will
need to cross
where there is no
designated
crossing
Everyone
crossing the
road
Inform one
another that there
is an unsafe
crossing.
Stop, look & listen
for any cars that
could be passing
by.
Walking towards
the farm, there
will be no
pavements
Everyone walking
towards the farm
Inform team
members that
they must be
extra aware of
vehicles
Remove all
earphones and
anything that could
block our
vision/judgement
In the shop
there may be
objects on the
ground
Everyone in the
shop
Being aware of
surroundings
including people
& objects
If one sees
something on the
ground that could
be out of place,
pick it up or clear it
away
Risk Assessment

21. Planned Route

22. Visiting the Shop

23. These are screenshots from the
first meeting we had with Alice.
We met arrived at about 12pm,
walked around the other shops
around Burwash Manor to get
some background information
of the location, we went to the
café to discuss the briefing
plans and go over the ideas
and at 2pm we went to meet
with Alice to discuss our
advertising & production plans.
She was quite overwhelmed
with how many ideas had
been brought up. She decided
that she was mostly fond of the
stickers and the postcards so
when we left, it had been really
narrowed down so we could
begin further planning.

24. Emails between client and team following from the
second meeting with all feedback on semi final pieces.

25. Cover Letter &
Invoice
The letter says:
Dear Alice,
Please find the invoice I have attached below. I have added the printing costs
of both stickers and postcards. I found a source online which states that the
minimum wage for Under 18s is £3.79 per hour. I have then added the total hours
spent working on the designs (which added up to 37.5), meeting with you, bus
travel and fare and added everything up.
The total, which is £1,981.02 (not including VAT at 20%), is including both sticker
and postcard printing costs in colour: £1,800 for the postcards and £54 for the
stickers. These two prices subtracted is the pay that Miss Yousuf, Miss Saptou and
I will receive each.
If you have any questions about your invoice, please do let me know so that I
can try and explain in further detail.
Thank you for your time, care and attention.
We have enjoyed working with you and are looking forward to future projects
that you, as our client, will give us.
Kind regards,
Shelby Lucier
(Main Director and Editor)

26. T H E S E A R E T H E P I E C E S T H A T [ S H E L B Y ] D E S I G N E D .
A L I C E S T I L L W A N T E D S O M E A D J U S T M E N T S T O B E
M A D E , S O I T W A S D E C I D E D T H A T T H E Y W E R E N O T
T H E F I N A L S .
Postcard Semi Finals
Logo
Website
All of the Social Network Sites Included
Slogan
Logo
Website
3 Main Social Networks Used by Client
Social Network Logo
Slogan
Logo
Website
All Social Networks used by client
Slogan

27. W I T H B A C K S T I T C H C O L O U R S C H E M E S A S T H E B O A R D E R A N D T H E
F O N T & F O N T C O L O U R S .
L O G O , W E B S I T E A N D 3 M A I N ( M O S T F R E Q U E N T L Y U S E D ) S O C I A L
N E T W O R K S U S E D B Y C L I E N T F O L L O W E D B Y S L O G A N T O T O P I T O F F
A N D M A K E I T L O O K C L E A N C U T .
Postcard Finals – Shelby’s Design
(Front)

28. W I T H B A C K S T I T C H C O L O U R S C H E M E S A S T H E B O A R D E R A N D T H E
F O N T & F O N T C O L O U R S .
L O G O , A D D R E S S O F S H O P , C O N T A C T T E L E P H O N E N U M B E R
F O L L O W E D B Y B A C K S T I T C H E M A I L A N D A S U M U P O F W H A T T H E
C O M P A N Y I S T O T O P I T O F F A N D M A K E I T L O O K C L E A N C U T .
T O T A L F O R 2 0 P O S T C A R D S P R I N T E D I N C O L O U R - £ 9 0 0
Postcard Finals – Shelby’s Design
(Back)

29. U S I N G A M I X T U R E O F T H E C O L O U R S C H E M E S B Y B A C K S T I T C H , A N D
A F O N T T H A T W A S N O T P R O V I D E D B Y B A C K S T I T C H C O M P A N Y .
T H E L O G O W A S P R O D U C E D B Y U S I N G A M I X T U R E O F A D O B E
P H O T O S H O P A N D A D O B E I L L U S T R A T O R .
T O T A L F O R 3 0 0 S T I C K E R S P R I N T E D I N C O L O U R - £ 2 7 . 0 0
Sticker Finals – Christen’s
Design

30. FINAL – A1
Sheet
We made an A1 to
display each phase
we went through
from initial design to
the final outcome.
We produced two
designs for two
products - a postcard
and a sticker, that
would be
manufactured to the
client's desirable
quantity.