This document provides background research on potential advertising clients - Balzano's Deli, Nanna Mexico, and Backstitch. For Balzano's Deli, it describes the family-owned business and their current advertising through Facebook. For Nanna Mexico, it outlines the history and story behind the restaurants. Research on Backstitch includes their location, products, classes offered, and current advertising avenues like their website and social media. The document also includes initial planning discussions, ideas, feedback, and considerations for potential print advertisements for Backstitch.

1. S H E L B Y L U C I E R , S H A R M I N Y O U S U F & C H R I S T E N S A P T O U
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. 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 should be 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.

10. Production Plans & Processes
Sticker Development
7.5cm width
6.5cm width
8.5cm width
Practicing the Logo

11. 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.

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. POSTCARDS:
The client didn't like the use of people in the
postcards, so [Shelby] had to come up with a new
concept for the cover.
METHOD OF MEETING
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.
Hand-Sketched
Prototype 1
Hand-Sketched
Prototype 2
Hand-Sketched
Prototype 3

14. The Stickers
Initial sketches, notes
and ideas

15. 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.
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.

16. Feedback
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)

17. T H I N G S T O C O N S I D E R :
W H O C O U L D T A K E O F F E N C E T O O U R C U R R E N T
A D V E R T I S E M E N T I D E A S ?
- Using the terms ‘old’ and ‘old’ and ‘young’ could
be considered ‘ageist’.
-H O W T O S O L V E T H I S ?
- Use more politically correct statements.
Legal & Ethical Issues

18. 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

19. S E X I S M
T H E H A B E R D A S H E R Y A N D A L L T H A T I S I N C L U D E D
W I T H I N T H E A D V E R T I S E M E N T C O U L D B E C O N S I D E R E D
P A R T I C U L A R L Y ‘ G I R L Y ’ A N D C O U L D B E O F F E N S I V E T O
S O M E W H O W A N T C I V I L R I G H T S .
H O W C A N W E S O L V E T H I S ?
T H E P R O D U C T O F H E R S T O R E I S N O T S O M E T H I N G
T H A T N E E D S T O B E S O L V E D O R C H A N G E D . I T ’ S A
H O B B Y S O M E H A V E A N D O T H E R S D O N ’ T . H O W E V E R ,
H O W I T I S A D V E R T I S E D T O T H E W O R L D I S A D J U S T A B L E
A N D C A N B E M A D E T O L O O K ‘ E Q U A L ’ T O T H E
A U D I E N C E .
W E C A N D O T H I S B Y A D J U S T I N G C O L O U R S , T H E M E S ,
F O N T S A N D M E S S A G E S T H A T A R E S E N T O U T T O T H E
A U D I E N C E .
Legal & Ethical Issues

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. 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

24. 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)

25. 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)

26. 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

27. 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.