2. WELCOME! My Name Is Stacey Brocklebank I am producing this product for Ian Perrier, the Client The Brief: Produce a campaign that raises awareness of the services within college such as the school nurse
3. Client research SCHOOL NURSE TEAM PREVIOUS EXPERIMENTS? CONFIDENTIAL -> NON JUDGEMENTAL -> SUPPORTIVE- > CARING BRAND IDENTITY??? CURRENTLY? The School Nurse Team provide a drop in service for students on a Monday, to talk confidentially about any issues they want to talk about. They also provide a cash clinic (contraception and sexual health) and that provides a drop in service on a Friday.
12. T.A too into technology, don’t bother with reading things as muchPERIPHERAL AUDIENCE!! – STAFF, SCHOOL CHILDREN – cause’s some complications as to how risky my idea could be
13. AUDIENCE research focus group - Needed to get to know the audience, to achieve a direction for my campaign. “He or she should introduce themselves, I’ve never met them and I’ve been here a year. If they introduced themselves in an assembly it may be easier” “humour defeats the object” “You don’t want a big graphical image, that just makes me personally feel ill and make me look away” After showing them a gonohrea advert; “it doesn’t actually say where you get gonorrhoea from” Another backed it up with “Yeah it’s really unclear” “I don’t think people realise that it is confidential” “we don’t need to know about contraception, that was something we were taught in secondary school really, in citenzship and RE” CONCLUSION? Something serious, with a clear message that is also informing people of the school nurse.
14. BIG COLLEGE HEALTH CHECK After being given the choice of a range of health issues to associate with the nurse (smoking, drugs, STI’s , healthy eating) I Decided I wanted to focus on the health topic of STI’s After learning about the type of content and issues the T.A had, I wanted to do more research to find out what the best health issue would be to focus on. 6% of people use the health adviser!!! 9% of people use the drop in centre!!! Only 6.3% of students are drinking alcohol most days, 16.5% are drinking once a week but even so they are not high figures. Also 82% of student’s aren’t taking drugs, again not high figures. The pill is the most common type of protection method; suggesting those people aren’t necessarily protected from STI’s
15. GENRE research Guerrilla – Unique, Unconventional form of advertising Viral – Heavily relies on word of mouth Intertexuality – using other well known media Golden Rules – e.g. absence vs. presence Realism (shock tactics) & Symbolism (lock) My idea doesn’t go down the social adverting route, but the research helped me open my mind to the possibilities I could take and I feel, make me more creative in my ideas
16. What my research taught me NEXT; campaign & mock ups I held another focus group , showing the audience 3 mock up’s for 3 very different campaigns, to find out their favourite one.
17. campaign 1 – what if Tackling people’s presumptions on the school nurse “the people looked more like mug shot photos that you would see from prison, where people get lined up to have their photo taken” “Who would want to download an app on the school nurse” “there answering the questions which most people would think, but I know nothing about what the school nurse does” { } THIS CAMPAIGN INCLUDES A IPHONE APP (As shown) , a poster and a flyer
18. campaign 2 – don’t wanna be judged? Using Intertexuality to relate to the target audience “I LIKE THE LINK TO A WELL KNOWN PROGRAMME” “I THINK THE IDEA’S REALLY CLEVER” “didn’t get it straight away, you would have to spend time looking at it” { } THIS CAMPAIGN INCLUDES A POSTER (As shown), an iphone app and a flyer
19. Campaign 3 – lock & key Using symbolism (lock-confidentiality) and simplicity “I LIKE THE UNUSUAL SHAPE” “GOOD LINK BETWEEN THE CONFIDENTIALITY AND SCHOOL NURSE” “this one gives you more information, such as about the STI’s and the other campaigns don’t seem to have that” { } THIS CAMPAIGN INCLUDES A Leaflet (As shown) an iphone app and a poster
20. TWO FINAL CAMPAIGNS IDEA 1 was removed from the campaign I held another focus group to get feedback on what the T.A thought of the campaigns. As well as disregarding idea 1 completely, they suggested to add a magazine into the campaign. They also gave me improvements to the 3rd idea. “the Britain’s got talent idea is maybe too light-hearted” 1stIdea“Ithink it’s really good cause it’s showing that the school nurse is trying to help you” “ I did like the idea from the second one, of how you’ve got what a friend would say, what a parent would say and what the nurse would say”
21. COSTINGS RESEARCH Budget; £10,000 First campaign was £3,427.15 Britain’s got talent theme Second campaign was£4,259.64 Lock and key idea. Included a poster.
22. COSTINGS RESEARCH Idea 3 Idea 2 Idea 2 Idea 3 Idea 3 Idea 2 Production Post Production Distribution Even though idea 2 is more expensive (although its almost balanced, with production being higher in idea 1 and post production & distribution being slightly higher in idea 2) it was the audience’s favourite I have decided to take Idea 2 forward. I Am Saving£5740.38 , Money for more copies? Better quality paper?
23. Money spent on Photographers Models Studio Assistant Make Up Lighting Backdrop Lights Studio Journalist Graphic Designer Poster Leaflets Magazine Pens Key rings Business Cards DISTRUBUTION!
24. FINAL PRODUCT POSTER A3 , on 170gsm paper, full processed colour, QESFC Corridors, 10 copies WEBSITE It will be an interactive guide to STI’s, 7 pages, Moodle LEAFLET A4 before they are folded, These have full colour both inside and outside ,matt finish, 250gsm, Form Groups, 2000 copies
25. FINAL PRODUCT MAGAZINE A4 When folded, one page spread, full colour, matt finish, 250gsm, 2000 copies. BUSINESS CARDS & TEASERS Placed at reception & the library, copies in the school nurse’s room, 2000 copies, 350gsm, full colour, gloss lamination. Pens & key rings
26. Brand identity 1. Lock & Key Theme Symbol (image is prototype only) 2. Same font used throughout 3.Logo CALIBRI (image is actual logo) (red colour) (gold color) (black) 4. Same color scheme used throughout
27. Flat plans - magazine Colour Palette Masthead Sell-lines Main image Main sell-line Sub-head
28. Flat plans - magazine Masthead A4 Darker Gold Colour #e8bb5c Light Gold Background Colour #e7dc80 ‘Baby Eskimo Kisses’ Font, Red #8d1d22I with a stroke of the two gold colours 3 Students & The School Nurse ‘Calibri’ Font, Black, Embossed, Drop Shadow, Italics For Quotes Main image Sell Lines Main sell-line
29. Flat plans - magazine Article About A Student With An STI, and what a parent, friend and a nurse would say to them. Each person in a different writing style in terms of formality, language. 1st Person ‘School Nurse Revealed’ Article. Informative, More Formal Than Informal. 3rd Person. Light Gold Background Colour #e7dc80 ‘Baby Eskimo Kisses’ Font, Red HEADING QUOTES
30. Flat plans - poster A3 White ‘Baby Eskimo Kisses’ Font, Red #8d1d22I with a stroke of the two gold colours A student with a lock over his mouth, School Nurse holding key ‘Calibri’ Font, Black, Embossed, Drop Shadow ‘Calibri’ Font, Gold #c8bb5c, Embossed, Drop Shadow
31. Flat plans - app White Background, Slide 2 Red Background 3RD SLIDE 1ST SLIDE 2ND SLIDE BACK BUTTON ‘Calibri’ Font, Black, Embossed, Drop Shadow ‘Baby Eskimo Kisses’ Font, Red #8d1d22I with a stroke of the two gold colours FORWARD BUTTON
32. Flat plans – leaflet FRONT KEY ‘Baby Eskimo Kisses’ Font, Red #8d1d22I with a stroke of the two gold colours ‘Calibri’ Font, Black, Embossed, Drop Shadow Image Of School Nurse INSIDE
33. BRIEF VS REALITY YOU WANTED ME TOO ; GET THE MESSAGE ACROSS THAT THE NURSE ISN’T JUDGEMENTAL MY CAMPAIGN PROMOTES THE IDEA THAT THE SCHOOL NURSE IS THE ‘KEY TO HELPING YOUR PROBLEMS’ , AND THE MAGAZINE ARTICLE SHOW’S HOW SHE DIFFERS TO MATES/PARENTS BE CAREFUL OF ETHICIAL ISSUES, NOT TO EFFECT OTHERS MY CAMPAIGN CONTAINS NOTHING OFFENSIVE OR RUDE KEEP UNDER £10,000 MY CAMPAIGN COSTS £4,259.64 RAISE AWARENESS OF THE SCHOOL NURSE & NOT MAKE ASSUMPTIONS THAT EVERYBODY IS BEHAVING NEGATIVELY ALL MY ITEMS IN THE CAMPAIGN INVOVLE TEXT & AN IMAGE ABOUT THE SCHOOL NURSE AND ONLY ONE PART CONTAIN’S INFORMATION ABOUT STI’S SO THAT THE CAMPAIGN DOESN’T FEEL LIKE ITS ‘TELLING STUDENT’S OFF’ AND ISN’T TRYING TO GO ON TO STUDENTS ABOUT STI’S BUT JUST LET THEM KNOW THE SCHOOL NURSE IS THERE FOR THEM BE DIFFERENT FROM THE NORMAL POSTERS AROUND COLLEGE I BELIEVE THESE ARE SOMETHING DIFFERENT FROM PREVIOUS SCHOOL NURSE PROMOTION, ESPECIALLY AN APP THAT STUDENTS CAN INTERACT WITH OVERCOME AUDIENCE BARRIERS WEBSITE (T.A INTO TECHNOLOGY), AND NONE OF THE CONTENT INCLUDES LOTS OF INFORMATION (EXCEPT THE MAGAZINE) AND USE’S BRIGHT COLOURS AND LARGE TEXT TO KEEP THEM FROM BEING BORED. GOT THE MESSAGE THE NURSE WAS CONFIDENTIAL AND THE CAMPAIGN IS STAGGERED WITH ITEMS BEING RELEASED EVERY WEEK OR SO TO STOP THEM FORGETTING ABOUT IT
34. schedule 31st January: Production Starts Planning , two photo shoots, checking and saving images 14th February: Post Production Starts Create poster, create leaflet, create iphone app, create magazine 16th March: Show Products To An Audience
