Dirty Dozen - Advertisements for Baby Boomers
Identify the "what".
1. What is the project supposed to achieve?
To broaden the scope of Visions, engage more potential sponsors.
2. Who is the customer?
The customer is the Baby Boomer generation, specifically the ones with a passion for film. Crowds that enjoy art culture and care about making Wilmington an artistic city.
3. What are the deliverables of the project? (These are tangible and intangible.)
The main deliverable is awareness of Visions, but also indirectly donations and sponsors who may see the advertisement and then donate. The intangibles are experience in advertising, contacting advertisements, and sharing that knowledge with the class. Art department gets experience as well working with another company to design an ad that will fit with their business style as well as ours. This connection with local businesses also helps Visions maintain that relationship with those contacts, making it easier for V7 to purchase an ad.
Identify the "how".
4. What is the budget?
We have been given $500 if we make stretch goal. The best option I've seen is two full pages in encore, or a 1/2 page and then spend the rest on Google Ads and stretching our reach through Facebook posts.
5. How long will it take?
Writing the stretch goals with Adrienne will be important in getting the money (5 hours). Contacting the advertisement businesses will take me about 4 hours. Working with art to create an ad will take me about 6 hours to write and adjust content, but art 48 hours over the course of two weeks (with class approval). For a total of 63 hours.
6. What specific skills are needed?
Graphic design to create the graphic, writing to create the content that will appeal to baby boomers, a know how of asking for money in a way that will appeal to boomers, and the skill to contact local businesses.
7. What special resources are needed?
Any contacts that the class may have with the local community.
8. Who is working the project? What is each person's job?
Zoë - Content
Michelle - graphic design
Adrienne - Indiegogo Sales Head
All of Visions - editor
9. What is the schedule?
Jan 25,26, 27 - finalize indiegogo stretch goal content
Feb 11 - end of stretch goal
Feb 2 - Begin working on advertisement design and content
Feb 15 - Finalize budget
Feb 17 - Secure ads
Other considerations.
10. What are the risks? (Small vs. large impact, likely vs. unlikely)
Biggest risk is that we don't make our stretch goal and then don't get the money for ads. Other risks might be that we make some money but not enough for the ad. Another risk is that we get the ad, but on the survey from the festivals we see that no one came from the ad - making the ad ineffective.
11. How will you communicate with your team?
Through Facebook, meetings in PCJ, director meetings, and departmental meetings, and phone.
12. How will you determine if the project is successful?
It will be successful if we get the ad, and someone that sees the ad comes to the festival.
Weekly Departmental Meeting
Jack, Anthony and I met on Thursday and Monday. On Monday, we talked about class and if they had any questions before we went in. Jack and I went over his presentation and I gave him some feedback. We also talked about social media and how he could jazz up some of his posts and what we both felt might be lacking and brainstormed some ways that he could go about fixing them.
On Thursday, Jack and Anthony and I brainstormed more ways to reach out on social media. We also talked about the ways in which we could maintain a consistent tone. I told Jack to make and assign a document where we could create all of the posts. We looked over Jack's Sharing Calendar and gave him feedback. We also talked with Anthony about his plans for archiving, and I told him to make a budget that could be gone over in class and is thorough about the things he needs. That way he will be more likely to get those things.
Weekly Research
I've been worried about the reach of our fliers lately, so I did some research about the content that should be on it as well as what makes it pop.
http://www.businessknowhow.com/marketing/flyer.htm: Write with a "what's in it for me" to the audience
http://www.printaholic.com/15-tips-for-writing-effective-flyers/: Find what is relevant and cash in on that
I have also been worried about social media so I downloaded this booklet and I'm going to show it to Jack:
http://pages2.marketo.com/thank-you-ppc.html?aliId=530926088
And an example of the articles that I want: http://www.theguardian.com/film/2009/oct/13/making-of-alien-chestburster
I've also been worried about our creativity in our ads and fliers. This article explains that creativity does matter, and what points of creativity do matter to people: like fluency, originality, flexibility, elaboration, synthesis, and artistic value.
https://hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt
Here are some tips about content advertising: "your role is to sell, define positioning (what and who for), the consumer isn't dumb, use language they use every day, invest in the headline, ask yourself why it's not working"
http://postcron.com/en/blog/david-ogilvy-7-commandments-advertising-marketers-need-know/
Tricks for writing headlines: http://postcron.com/en/blog/5-tricks-writing-great-headlines/
1. Normal: Say what it is and get straight to the point
Ex: Ways To Prepare Delicious Teas
2. Question: Generate doubt and then provide the answer
Ex: What are the Most Incredible Ways to Prepare Delicious Teas?
3. “How to”: Give a solution, teach something useful.
Ex: How to Prepare Delicious Teas in 3 Super Quick and Simple Ways.
4. Numbers/Lists: Make it seem like a practical solution, or the best possible choice one might find.
Ex: The 15 Best Ways to Prepare Delicious Teas You Never Knew Existed. (people liked this more)
5. Reader addressing: Grab your audience’s attention with a title that speaks to them directly, as if in one-on-one a conversation.
Ex: Different Ways You Need to Know to Make Delicious Teas and Impress Your Demanding Guests.
