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.
