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.