Timescale
The timescale of the advertisements will be a few weeks after our final meeting with Jay, this allows us to finalise the idea and design and set a date when Jay wants to start the campaign. We aim to have the campaign running by this time but would have to delay the campaign if Jay wanted to do a print based version and or business cards, this would take time to arrange, cost and have to wait till they had been printed. With Jay wanting a manly social media campaign it allows the campaign to be flexible with timing and posting the adds on social media and telling people where and what he will be cooking. When the campaign starts it should run for a few months, perhaps up to the start of summer. This allows Jay to see how the social media campaign goes and allows him to try and change ideas for the summer. With this in mind Jay could turn the campaign into a print based campaign for just before and during the summer. This would cost money to set up and print and Jay wouldn't have as much as control as the social media campaign, he would be restricted with adjusting the menu and location of Guerilla Kitchen.
We have researched into different websites for printing and alocalprinter.com gave one of the cheapest and easiest printing service, as well as a easy to follow grid of pricing, sizes and quantity.
The timescale of the advertisements will be a few weeks after our final meeting with Jay, this allows us to finalise the idea and design and set a date when Jay wants to start the campaign. We aim to have the campaign running by this time but would have to delay the campaign if Jay wanted to do a print based version and or business cards, this would take time to arrange, cost and have to wait till they had been printed. With Jay wanting a manly social media campaign it allows the campaign to be flexible with timing and posting the adds on social media and telling people where and what he will be cooking. When the campaign starts it should run for a few months, perhaps up to the start of summer. This allows Jay to see how the social media campaign goes and allows him to try and change ideas for the summer. With this in mind Jay could turn the campaign into a print based campaign for just before and during the summer. This would cost money to set up and print and Jay wouldn't have as much as control as the social media campaign, he would be restricted with adjusting the menu and location of Guerilla Kitchen.
We have researched into different websites for printing and alocalprinter.com gave one of the cheapest and easiest printing service, as well as a easy to follow grid of pricing, sizes and quantity.
CONCEPT 1
One of the ideas for the advertising is to have a series of well known film posters parodied with the Guerrilla Kitchen Van, text and logo instead replacing the orignal content.
One of the legal issues would be the design being very similar to the original, our finished designs will have to be heavily edited from the original poster but still making sure its recognisable as the movie we are trying to parody.
I would say the main target audience is for Jays current customers and trying to branch into teens and young adults hoping that the movie posters catch their eyes and get them interested in Guerrilla Kitchen. The campaign wouldn't cost at all with Me and Will designing the film posters our selfs and using the colleges own photography studio. With this idea being manly social media we would hope the campaign would start on Guerrilla Kitchens social media sites as soon as the design where approved by Jay and finished.
Production
The production plan for this would idea would be to take a photo of Jays toy van. We would be able use the colleges photography studio to achieve this. After the photos have been taken we would edit and create the posters on photoshop, which would take a few hours.
As we are doing the poster ourselves and using the colleges facilities and equipment there isn't any budget any creating the posters and with Jay wanting a social media campaign it wouldn't cost either to post them on social media. However if Jay later on decides he wants to make the posters print based it would cost him money to print the poster and get someone to put them up around Cambridge.
Target Audience and Market Place
The target audience of the campaign I would say is Jays twitter followers with them retweeting the design to spread the word of where Jay will be and what he will be cooking. The positon in the market place for our posters is social media and the mobile urban food industry.
Recce Report
For this concept and majority of the concepts we would need to take photos of Jays little toy van of Guerrilla Kitchen that he said we could borrow. We would need a studio to to take several different photos of the van at different angles so it could be easily put into and edited in photoshop. This makes it easier to use and design the movie posters with the van in them. We can also use the pictures for our other campaign ideas.
Risk Assessment
-Taxi Driver
-ET
Django Unchained-
Further Development
With the film poster idea its very easy to continue and work upon by doing all kinds of famous movie posters, like Star Wars, Indiana Jones and perhaps do a disney them to attract different audiences. We could also continue this idea for special events, such as if Jay is catering for a screening of a film or do it for special events.
CONCEPT 2
Our next idea was having the bun in a shipping like crate to make it look like the bun has been shipped from abroad, making it look like its a new foreign food. We also wanted the design to come across militaristic with it being a supply crate with the Guerrilla Kitchen stencil and logo and name printed on, and a stencil revolving around how the food is native Vietnamese. As you can see in the design sketch we had various ideas to use for the campaign and make it come across militaristic, we also included the toy van next to the bun to make it more clear.
One of the Legal and Ethical issues with the design could be that we are misadvertising the look and size of the bun and that we are not fairly representing the look of Guerrilla Kitchens food. Like the other campaigns it would feature on social media mostly on twitter and hopefully catching the eyes of Jays followers with the different and designs we have used, and again no budget with Me and Will designing the idea.
Production
The production plan for this would idea would be to take a photo of Jays toy van and some of his food and also the crate/box. We would be able use the colleges photography studio to achieve this. After the photos have been taken we would edit and create the posters on photoshop, which would take a few hours. As we are doing the poster ourselves and using the colleges facilities and equipment there isn't any budget any creating the posters and with Jay wanting a social media campaign it wouldn't cost either to post them on social media. However if Jay later on decides he wants to make the posters print based it would cost him money to print the poster and get someone to put them up around Cambridge.
Target Audience and Market Place
The target audience of the campaign I would say is Jays twitter followers with them retweeting the design to spread the word of where Jay will be and what he will be cooking. The positon in the market place for our posters is social media and the mobile urban food industry.
CONCEPT 3
For this design it was a very simple idea of having the van on a singular coloured background with the menu, adjusted logo and a sentence saying a bit more about the product.
The advert can work as a poster, postcards and maybe even business cards, but mostly feature on social media with chance in the future being a print based advert. On Vistaprint it costs £5 to have a 100 customised business cards printed. If Jay wanted to use this idea as business cards/fliers the campaign would include given the cards out to Jays costumers that visit the van and maybe giving out the cards around Cambridge. This idea could also be used on social media with Jay tweeting out the design with the location of the van and what they will be serving, Jay can edit this before posting the pictures on twitter and the different colours refreshes the viewer every time they see it and doesn't bore them as quickly. This version of the campaign would cost less than the business card version and be easier to change and promote Guerrilla Kitchen daily.
One of the issues with the design is that it doesn't clearly advertise or say what the product is and where to get it. This could easily be added to the poster before posting it on twitter, with this flexibility it also allows for the menu to be changed daily. If Jay wanted to use these as business cards the budget would be roughly £5 if he used Vistapritnt and wanted 100 to give out. Jay would obviously need a bit more money if he wanted to use a different printing service or wanted a bigger amount of cards.
The production plan for this would idea would be to take a photo of Jays toy van. We would be able use the colleges photography studio to achieve this. After the photos have been taken we would edit and create the posters on photoshop, which would take a few hours. As we are doing the poster ourselves and using the colleges facilities and equipment there isn't any budget any creating the posters and with Jay wanting a social media campaign it wouldn't cost either to post them on social media. However if Jay later on decides he wants to make the posters print based it would cost him money to print the poster and get someone to put them up around Cambridge.
Target Audience and Market Place
The target audience of the campaign I would say is Jays twitter followers with them retweeting the design to spread the word of where Jay will be and what he will be cooking. The positon in the market place for our posters is social media and the mobile urban food industry.
Rece Report
CONCEPT 4
This final concept would have a animated gif that Jay can put on twitter when he wants. Animated gif's stand out quite a bit on twitter with them not needing permission to be played and hopefully catching peoples eyes when the look through their twitter feed. The idea of the gif is to have the van go through various locations in Cambridge where Jay parks the van, hopefully this will help the consumer where to find Jay and make them more interested in the product because of the gif. Unlike our other ideas this would take quite a bit longer to create because we would have to animated the van and the background and making sure the animation flows and that it will actually work. The target audience for this would hopefully be teens and young adults, because they are the majority that use twitter and hopefully the gif catches their eye.
This production plan is a bet different than the others. With this idea being a animated gif not a poster like the rest, we would have to take photos of Guerrilla Kitchens Toy van and go out and take some photos of the universities and streets around Cambridge. After the photos are taken we would import the photos in to Adobe flash and start creating the animation which will take quite a bit longer than the posters. As we are doing the animated gif ourselves and using the colleges facilities and equipment there isn't any budget any creating the gif and with Jay wanting a social media campaign it wouldn't cost either to post them on social media.
Target Audience and Market Place
The target audience of the campaign I would say is Jays twitter followers with them retweeting the design to spread the word of where Jay will be and what he will be cooking. The positon in the market place for our posters is social media and the mobile urban food industry.
You need a risk assesment and recce for two of these. At the moment you only have it for concept 1.
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