Evaluation

We have created a campaign to regenerate Baldock Museum and encourage the local public to get involved with our campaign, as stated in the brief. We created a number of different media products that all relate to our client and target audience and believe that our products fully fulfil the task set out to us in the brief.

Our media products that we created were: 3 posters; 3 leaflets; a short documentary and a website. They are all linked by having the same name of our campaign (Youth4Baldock) repeated in them; they all feature both our logo and slogan (make every regeneration count). By having the repetition of these 3 features across all different forms of media, we have created a strong brand identity that means whenever anyone sees any different form of advertising from our campaign it is instantly recognisable and they link it back to our campaign. This also means that our products apply all of the appropriate codes and conventions by having a constant house style as this also encourages a brand identity.  Furthermore on all of our media products we have the same contact information, listing a number, an email address, our website and social media accounts giving people a number of ways to get in touch with us. This is a very important convention which is why we have ensured it is in a clear font and is on the screen in our advert for a long enough period of time so that people can copy down any information they want.

In the brief we were asked to find a local area that was underused and create a campaign to regenerate it whilst promoting the campaign through local media. In order to do this we conducted surveys asking the local people of Baldock to name areas they felt needed regenerating. From the feedback we received the majority felt the museum was extremely underused and could be converted into something that would benefit the community much better so then we asked them their opinion on us regenerating the museum into a youth club and this was met with more positive feedback. I think that our campaign meets the needs of the client as we have followed their ideas on what they wanted to be redeveloped in Baldock and have tailored our campaign around this.

Our target audience for this campaign was teenagers as we wanted to turn the current Baldock museum into a youth club for teenagers aged 13-17. In our products however we did also target parents of teenagers because we want them to volunteer to help with the regeneration and encourage their children to attend the youth club. In the posters targeted to teenagers we used bright neon colours to attract teenagers and in the leaflets as well we used slightly more basic language with less text and more images. We felt that this would make the leaflets and posters more appealing to the teenagers as the bright colours mean they don’t appear dull and we have ensured that they are not put off by large amount of writing. In the parents targeted ones we used slightly duller colours with more text because we know that adults are more likely to be put off by neon colours and prefer to understand something in more depth than teenagers do so they would rather have more text and then fully understand the campaign.

I created leaflet 1, as well as the links and gallery pages on the website. I aimed this one at parents of teenagers because we wanted to appeal to the parents as well as the teenagers as we hope that the parents would see the leaflet, advise their children to attend but may also volunteer to help out with the actual regeneration. I out the logo on the leaflet twice as well as having the slogan twice and our name ‘Youth4Baldock’ repeated on every page because I thought this would promote brand identity. As this leaflet was aimed at parents I used more text than on other leaflets because I knew that adults are less likely to be put off from large amounts of text. I created this leaflet to be a fold out leaflet with 5 separate pages to make it different from other leaflets and so that I could have more information on the leaflet.

In our advert we purposely chose a cloudy, grey day to take pictures because we wanted to show how the museum is quite depressing and underused. If we had chose a sunny day the museum would have looked much nicer so we wanted darker colours to give it a more depressing feel. We also had the people we interviewed looking very serious and against plain backgrounds; this meant there were no distractions so that whoever is watching the video focuses solely on the person speaking and not on any events going on around them.

On all of our products we ensured that the language used was appropriate and was acceptable so that it fit our target audience but also for our advert we didn’t use any language that some people may find offensive or not want young people to hear. Furthermore we ensured that everything we said about the museum was truthful and we didn’t print any ‘lies’ so that all of our products were honest and allowed the public to have their own opinion on the museum.

Within our group there were four members – Georgie Paulus-Nield, Megan Byford, Megan Webster and myself. We split up the work evenly so that we all had different areas to be working on and ensure we were most effective. I created the first leaflet and the links and gallery pages on the website; I also took charge and was mainly responsible for the editing of the video.

In our project I think that we worked well as a team which was a success as it meant that we were able to get the work done but also get on well with each other. We also created the website fairly quickly and early on in the project leaving time to focus on other areas that were taking more time. We also used social media to interact and organise dates for filming, editing etc. We created a Facebook chat the start of the process and used it regularly to communicate with each other and organise meetings. This proved effective and allowed everyone in the group to be aware of what was happening at all times.

I think that we could have improved on our filming as we filmed inside school rather than at the museum because we left our filming to late, and we could also maybe have more images of the museum as we only have a few although there are not many that can be taken.

Feedback on second presentation

Feedback on second presentation:

 

"I found that everything they said was clear, also I got a lot of information and facts about their product from the presentation. It was a bit too long but very detailed, this meant that some of the facts and information is lost in my mind."

 

"they had it all planned out very well and it was very clear and easily understandable "

 

"I found that all of them addressed the audience efficiently and they justified their points very well, along with plenty of evidence and examples of their campaign advertisements. The presentation was very long and I found it hard to engage with at times too. Also, their presentation on Prezi was quite confusing. Apart from that it was a very well rounded presentation with enough information."

"too long, focus on main point don't go that much into detail"

 

"Very detailed clear presentation"

"Could make leaflets and storyboard bigger so we could see it better "

 

"really good and very detailed and we understand what they have done and what they are going to do. It was really detailed and easy to follow"

"Really clear and detailed, well thought out and perfectly prepared"

 

"a lot of good information, bit long"

From this feedback it is clear that although all our ideas were put across clearly, we may have made our presentation slightly too detailed and so next time we should try to focus it on our basic ideas.

Website Drafts

Website Drafts

Features:

• Paper style background as it looks creative.
• Lots of pictures and information present so people can look at the campaign as well as understand.
• The links are always at the side so the pages are really easy to navigate around the website.
• The logo is always present at the top, the same with the name, this helps people remember the name and recognise the logo. 

Script for our advert

Script

Voiceover 1:

(Zoom in of Tesco)

 “This is where teenagers are spending their free time. Is there not a better a place in Baldock for them to hang out?”

(Logo)

“We are Youth4Baldock, a group campaigning to have the underused Baldock Museum converted into a youth club”

(Slogan then image of museum)

“The museum could be used in a much better way and we believe that we have the solution.

(Zoom in of the museum)

“We asked teenagers living in Baldock their thoughts on Youth4Baldocks plans to regenerate Baldock museum into something the whole community would benefit from”

(Interview with Janvi Bhalla)

Janvi Bhalla:  “As someone who lives in Baldock, I know that the museum is currently very underused and I think that Youth4Baldock’s plans to regenerate the museum will benefit the community greatly. Baldock doesn’t have many areas that teenagers can hang out in and I think that if a youth club was available, with things like movie nights and just places to hang out I would defiantly go to it.

(Interview with Ryan Thompson)

Ryan Thompson: “I think Youth4Baldock’s ideas are very unique as Baldock doesn't have any youth clubs or arcade places to hang out for free.”

(Interview with Miss Sim)

Mrs Sim:

(What do you think of Youth4Baldock’s plans to regenerate Baldock museum?)

“As a parent of a teenager living in Baldock, there aren't many free in-door areas for our kids to socialize. I think the regeneration campaign will be very beneficial and worthwhile for anyone involved.

Voiceover 2:

(Image of teenagers jumping and image of games room)

“We want to create a safe free environment for teenagers to spend their free time whilst doing activities with their friends they may not get to do for free otherwise.” 

(Movie nights picture)

“We hope to utilise this space in the best possible way and convert the rooms into areas that teenagers can spend their time in.

(Gaming room picture)

“However Youth4Baldock cannot do this without your help”

(Interview with Janvi Bhalla – part 2:)

“I will defiantly volunteer to help out with the regeneration because I think it’s a really worthwhile cause and I think Baldock is going to benefit from having somewhere specifically for teenagers.

(Interview with Mrs Sim – part 2:)

“I’ll be very willing to help with the physical regeneration of the museum and I’ll be encouraging my teenage daughter to do the same.”

(Interview with Ryan Thompson – part 2:)

“I think I will participate in the regeneration and I will encourage my friends to as well as it will really help the local area.”

Voiceover 3:

(Picture of Baldock Museum)

“Get involved now with our campaign and help Youth4Baldock regenerate Baldock Museum”

(Zoom in of Musuem)

“You can help with physical regeneration or just donate materials. Either way it will be making a difference to the area and helping us to make every regeneration count. Contact us now to get involved.

(Contact details)

“Contact us at our Facebook page “…”, our twitter account “…” or our website “…”

(New slide with number and email)

“You can phone us at “…” you can even email us using “…”. At Youth4Baldock we hope you can contact us soon and get involved with the amazing project that will help everyone in the local community”

(Logo)

“We would really appreciate your time and effort and of course…”

(Slogan)

“You will be helping Youth4Baldock make every regeneration count”

Our Leaflets

Leaflet Idea 1 - Aimed at parents (Janvi Bhalla)

 FRONT (OPENING SLIT)

INSIDE

BACK

This poster is aimed at parents of teenagers because we want to appeal to them as well as our target audience of teenagers as they can encourage their children to participate in the regeneration and then attend the youth club, but they can also help with the regeneration as they will know its benefiting their children. We have used a light blue background because it's a neutral colour and isn't a bright neon colour like the green we have used on the posters because that may put off adults. We have created a house style running through the poster by only using two fonts that are both clear to read and link to logo. For the text we have used 'Arial' because we felt it was easy to read and looked very professional and unlike on the posters where we have gone for a more childlike handwriting font due to them aiming at teenagers we wanted a more age appropriate font. The other font was the one we used for our name which is 'EDO'. We chose this font because we thought it looked the most attractive due to having a 'graffiti' style effect which is more appealing and stereotypical to teenagers. As this leaflet is aimed at parents we have a large amount of text and only a few images because we know that adults will not be out off by large amounts of reading and will want to fully understand the campaign in more detail than teenagers might. We have repeated our logo twice on the leaflet to encourage brand identity and also have our repeated twice to ensure the readers know what we want to achieve and what our campaign group stands for; our name 'Youth4Baldock' is also repeated five times throughout the leaflet. Finally on the fold out page (back) we have included all of our contact information and listed our social media sites where people can get in touch with us to find out more about the campaign or volunteer. In today's society most teenagers are on Twitter and Facebook but so are many adults so we felt it would be beneficial to have accounts on these websites as well as having our own website and giving a phone number to give readers numerous ways of contacting us. 

 

Leaflet Idea 2 - Aimed at a general audience (Megan Webster)

Front Cover 

Inside

Our second leaflet is aimed at a general audience but we have again chosen to use the light blue colour due to it being a fairly gender neutral colour and attractive to both sexes. There is a smaller amount of text on this poster as we are aiming the poster at everyone so we didn't want to have so much text that teenagers we out off reading it but we wanted enough text so that adults felt they fully understood the campaign. As on our previous leaflet our name 'Youth4Baldock' is repeated five times and both our slogan and logo are repeated twice and feature on the front cover and inside the leaflet. This all encourages brand identity and ensures that whenever someone see's any form of our media adverting they connect the name with our campaign, it also keeps a consistency within our advertising. We have also included our contact information so the public can contact us with any questions or to volunteer.

Leaflet Idea 3 - Aimed at teenagers (Megan Webster)

 

This leaflet is aimed at teenagers, our target audience, aged 13-16, it is a double sided leaflet that would be printed in A5. The leaflet is in a light blue colour on both sides as it is neutral and it will stand out to our target audience as it is bright and bold. We have used eye-catching fonts that have a “graffiti” feel to them, this is stereotypically ascociated with teenagers, and we feel it would appeal to them. We have used the same fonts and colour of the fonts throughout our campaign, both print productions and for our webpage, this will be easier for teenagers to recognise our campaign through different media platforms. On both sides of the leaflet we have added little doodles and graffiti like images. These will stand out and would attract our target audience.  Some of the doodles give ideas as to what activities would take place at the youth club. We have included lots of pictures as teenagers would find it easier to visualise the campaign and get more of an idea from it, we have added backgrounds and borders around them to make them stand out more, the pictures are also all in colour. Teenagers might be put off by large amounts of writing on the posters and leaflets, they tend to find pictures more engaging to look at. We have made sure that our logo, campaign name and slogan are included across all our media platforms as it is important for our target audience and adults to see and be able to recognise them. They always appear in the same colours and fonts. We have added sub-headings above the text so teenagers could go straight to the bi they want to read, we feel that this layout will be easier to understand.  There is a large section on the leaflet on how to get in contact with us, “Check us out”, we have included all the social networking links as teenagers tend to use social networking more, and we have also included our website, our target audience can use any of the links to find out more information about the campaign and can find out how to be more involved with it.  We can attract lots of teenagers with our campaign as we don’t just use one social networking site. We included the logos of the sites next to links so it is very clear to read.  The information on the leaflet gives you a brief but detailed summary about our campaign and what we aim to do in the future that will benefit our target audience greatly.

Social Network Links

OUR SOCIAL NETWORK LINKS

• FACEBOOK
• TWITTER

Our Posters

Poster 1: Aimed at adults/parents (Georgie - Paulus Nield)

This poster was aimed at the general audience, mainly for adults, so it is still attractive to the older generation when read. It hasn't got much writing which makes it attractive to the youth club's target audience as teenagers prefer looking at pictures than they do reading too much information. Although, there is a good amount of complex language and information on the posters for any parents or adults to look at, which is why this poster has been made to suit mainly the audience of parents, but also involves teenagers. The colour green is very neutral and not stereotypical to either gender, it is also not very loud, make it easier on the eye for an older generation. Green also symbolises safety, growth and freshness, all of which our regeneration wants to prove. The text style is very cartoony, almost script like, this is because it would appeal to the younger generation and let everyone else know who we're doing this for. We use this instead of bulk standard 'times new roman' style texts. Our name, logo and slogan are all near the top and enlarged, so people know exactly who we are and what we are doing and here for. There are a range of different images from the museum, which just shows the location and the necessity of change. Using stars and a graffiti style arrow shows that we are here for young people instead of adults, stars also give the connotation of a brighter place and 'reaching for the stars' which is something we would encourage at the youth club
 
 
 


Poster 2: Aimed at teenagers -(Georgie - Paulus Nield)

This poster is aimed at our target audience of teenagers  aged 13-16 and we designed it by adding features that we thought would be attractive to them. We put in a light green background as we know that green is a very gender neutral color and the brightness of the green makes it more attractive to the target audience as it is more striking and eye catching. The green also links to our logo and we did this so that we could have a distinct house style running throughout the poster. Our fonts also add to the house style as we only used two. For the title and the subheadings we used 'Kristen ITC' as we thought that this was a very clear font but because it is a slightly child like/ handwriting style font which we thought would attract teenagers more. The font we used for the title and sub-titles is 'EDO' and we thought it was the most attractive because it has a 'graffiti' style effect which is more appealing and stereo-typical to teenagers. We have also included lots of images and a more than we included on the poster aimed at the parents of teenagers because we know that younger peoples fine images more interesting as they tend to spark their imaginations and give them a more realistic view on the campaign than plain text. We also added doodles around certain areas of the poster as this gives it more of a scrapbook and stylish effect which is very attractive. In our text we used elements of informal language such as 'hang out' and 'check us out'. We did this because we thought that the teenagers would be able to relate to it more and furthermore would find it more interesting. We also added our logo and slogan because we wanted these to be present on all of our advertising media formats as that the public can recognise it and link it to our campaign. Another feature we added was the links to our social networking sites and website. The reason we did this was because teenagers stereo-typically use facebook and twitter a lot so we thought that it would be a good idea to put it on all our media formats.

Poster 3:  - Aimed at Teenagers - (Megan Byford)

This second poster is also aimed at our target audience of teenagers and we decided to continue the use of bright colors here just as on the first poster. We wanted to try out a bright blue because we thought that it was slightly more striking than the green on the other poster. The blue is also a very pure color which we thought had quite an uplifting feel and because it's a bright blue, it also had no specific connotations to a gender. We also included two images, one of our logo so that they can recognise it on all forms of our advertising media. The other image is of the museum which is there obviously so that the public have an idea of what venue we are regenerating and so that the teenagers can be more drawn to the images and thus, the poster too. Just as on the other poster aimed at teenagers we have included doodles such as headphones and music notes which give subtle hints as to the activities that may take place at the youth club. In the text we have used the same fonts for the same reasons and have used informal language for the same reasons. We included our slogan and title/name for the same reason as the logo; because we want them to be recognise them on all our forms of advertising media. We made sure to also include our links to our website, email and social networking links so that the public can contact us if they have any questions and can also keep up to date with our upcoming events etc.

Our Website

Our Website:  http://baldockregeneration.wix.com/baldock-regeneration

HOME PAGE: (Megan Webster)

IDEAS/BLOG PAGE: ( Janvi Bhalla)

GALLERY:  (Georgie - Paulus Nield)

LINKS/CONTACT PAGE: ( Janvi Bhalla)

Our website is in this design because it looks very creative and would appeal to our target audience. Without looking messy, it has a simple and clear design, but still has a graffiti and artistic layout. We felt this artistic layout was appropriate. because our target audience would find it appealing to the eye for them. However, as well as being a good look for teenagers, this design is also clear to parents, the links at the side are clear and the information is detailed and relevant to our campaign. The images used are all of Baldock museum and of relevant activities and pictures, such as a snooker table and a creative paint pot set. This will put emphasis on where the campaign is taking place, and what we plan for the teens that come to the club. The only other picture is our logo, which we though was important to have somewhere on the website, as it is the most recognizable thing about our campaign. 

Our Advert

We created a short documentary style film that we want to be shown in local cinemas that will get people in the local area involved with the regeneration of Baldock Museum.

https://www.youtube.com/watch?v=89gZEF0uFjk

Presentation 2

Our prezi presentation and our second presentation explaining our progress:

Photos of local places that could be regenerated

Whilst in Baldock there are many places that the community already uses and some have already been regenerated to benefit the community such as at Avenue Park the paddling pool was remodeled into a splash park that is much safer but also different so is more exciting.

Other areas in Baldock that need regenerating are:


The Scout Hut:

The Scout Hut is used not only by the local group but is hired out for parties and is used sometimes used for indoor market sales. The hut looks quite run down and considering the number of people who use it, it could be regenerated and made much better.


The Town Hall:

The Town Hall has been disused for many years now but is a very large building that could be utilized for many different purposes.

Areas around school that have been regenerated for student use

There are many areas around our school that have been converted into areas that students can use.
These include:


- Benches and seating Area's outside the lunch hall and on the field so that there are more areas where students can sit down
- All form rooms and classrooms (apart from the labs) are open at break and lunchtimes as well as the library to give students more places to go
- The main hall is now used at lunch for packed lunches so that there is more room in the canteen for those buying lunch. This provides more spaces for people to sit and eat lunch and means it's not as crowded.

Analysis of Existing Community Campaigns

Analysis of existing community campaigns (including local ones)

Baldock Town Hall: 

The town hall has been out of use for many years and a group called 'The Baldock Town Hall Group' submitted a proposal to the council to regenerate and re-furbish the town hall to full use and to be used mainly as an 'arts and heritage centre'. They would like to use the town hall as an attraction to Baldock, there are plans and idea's to hold education classes inside, a venue for local business meetings and places for weddings or children's party's to be held as well as more ideas.
The target audience has been stated as 'broad' however after looking at their website (http://www.bthl.org.uk/home) and reading their business plan (http://www.bthl.org.uk/home/about-us/ourbusinessplan) I think they are mostly targeting adults with children. Many of their ideas involve getting children in Baldock more involved with the local community by holding sessions for them to partake in and mix with others so they are trying to appeal to parents and show them what a great benefit the town hall would be.

There doesn't appear to be an official poster for the campaign however they do have a website set up which has all the information about the campaign and in the local newspapers there have often been adverts which are trying to recruit more volunteers for the campaign.
This campaign has been very successful as earlier this year the North Hertfordshire District Council  and the Baldock Town Hall Group signed an agreement for the transfer of the building to the local group on a 99 year lease. They are currently raising funds and asking for more volunteers or anyone willing to donate materials to help with the refurbishment.


Wild Stevenage:


Another community campaign that has been run is the 'Wile Stevenage' campaign that was designed to encourage awareness and volunteers to look after and protect wildlife areas within Stevenage.

They used a website - http://www.hertswildlifetrust.org.uk/what-we-do/conservation-projects/wild-stevenage - to raise awareness and the website contains a large amount of information split unto different sections so that the user can clearly navigate around it. They have a link that tells people they can sign up for an online newsletter which would promote them as each time a person received the newsletter they may be encouraged to donate or volunteer or share it with other people.
They have created posters, which like the website feature the logo, and hold protests so that they can bring more public attention to themselves. They encourage volunteers on the website so it is also likely that the have leaflets around the local area so that people will see the leaflet and then visit the website to find out more information.

The logo and slogan are both fairly simple however they are effective.  The logo uses black and white and the image of a badger. The colours are quite sophisticated and show that the target audience is adults rather than children who would be more attracted to bright, bold colours. The badger also relates to their purpose of protecting the wildlife in Stevenage. The other colours used on the website is green which is typically associated with nature and the environment so again is linking to their purpose.
The language used is informative however there is also a sense of community created through the frequent use of words such as "join us" and "who we are" or "what we do" These words create the impression that the people who are part of the campaign work well together and are part of their community within this campaign.
The campaign has been very successful as they have raised money and have achieved many of the things they set out to do such as protecting certain areas of land and ensuring that the land and wildlife is safe.
The website and colours are very much aimed at adults but they also hold family fun days as fund raising events so the target audience is anyone interested in the environment and wanting to protect it.  

Keep Britain Tidy:
Keep Britain Tidy is a campaign that like 'Wild Stevenage' is about protecting the environment, however works on a much larger scale and operates nationally.
 
They, like all campaigns, have a website - http://new.keepbritaintidy.org/ourcampaigns/557 - that contains information on everything they have achieved, want to achieve and what they are doing to reach their aims. As other methods of promotion they also have numerous posters and leaflets for example on their website they offer the user the chance to order some leaflets that can be out up around their local area. These include 'gum litter', 'fly tipping' and 'cigarette litter' . Below in an example of their cigarette litter leaflet.

 

The leaflet  features their logo and slogan as a way of encouraging recognition of their campaign. As well as leaflets, posters and a website they also have t shirts. The t shirts are sold, promote the campaign and raise money for them at the same time. 

 



Their campaign has been an overall success with thousands of people signing up and helping get involved, they have been credited with cleaning up the streets in many places and for raising awareness about the penalties people can face if caught littering such as £80 fines.
Their target audience is adults as they will be able to do the most in terms of helping the campaign. As the target audience is adults the website contains a lot of information and has many different tabs that may get confusing for young children.

Photos of Community Areas in Baldock

There are many areas in Baldock that are already community areas such as:
 
 
The Library: 
The library is used by all members of the community and holds events such as the summer reading challenge to encourage younger children to attend the library and get more involved with reading.








 
 
The Community Centre:

 

 
The community centre is open to everyone and holds classes for all ages; dance classes language classes are very popular and it is often filled with people using it as a meeting point, or as a warm place to sit down.








The Park:

This is one of the 3 parks in Baldock that are open spaces for children to play but all 3 also have fields next to them so that teenagers and even adults can play other games such as football without having o find an area that may not be safe for people to play.