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Pitch presentation

  1. 1. Pitch Presentation: By Dayna Crawford
  2. 2. On the 23rd January, I spoke with our client Jay Scrimshaw – the owner and chef of Scrimshaws Guerrilla Kitchen where we spoke about the possibilities for the campaign. Jay firstly informed us on all the locations that they go to. This included Scrimshaws mainly being based in Histon but also stopping off near the offices outside of the train stations at lunch times and travelling to different live events and markets around the UK.
  3. 3. Jay informed us how he has no budget but does most of his advertising via Twitter and Facebook. This was useful to know as this points us to producing an online campaign and we can rule off any other media channels. Facebook page: http://www.facebook.com/scrimshaws Twitter page: http://twitter.com/guerrillakitch Instagram page: http://www.Instagram.com/guerrillakitch
  4. 4. Jay showed us the companies logo that he would like to be included in ay advertisement for the campaign and we also asked him if he had any colour scheme or style in mind for the campaign. He informed us that he wanted the colour scheme to reflect his logo and his vans design which are coloured green, grey, white and black. Due to the pop up kitchen never sticking to a permanent destination, we will have to create a template for the potential advertisement as the information and locations are always changing. Jays van is currently under construction until the 15th of February which is past the campaigns deadline. This rules out filming a web advertisement for the company and also taking any shots of the van for the print advertisement.
  5. 5. In conclusion, a print advertisement/ online poster is the option for the campaign, as its free, Jay can alter the template whenever he changes location/ event, it can be posted to his social networking sites and other forms of advertisements are ruled out due to the van not being available and budgeting. We also discussed what should be included in the print advertisement, such as images of the Scrimshaw’s Guerrilla Kitchen Van, the logo, the colour scheme, images of the food, and templates for the time, destination, event and what food will be on sale. Jay also let us know that he would like one of the following to be included in the print: #bunlove #heavenlycloudsofdeliciousness
  6. 6. Media channels • Social networking (e.g. Twitter, Facebook, Instagram • Stickers • Business cards • Flyer/leaflet (Maybe with the menu in.) • Print advertisement By producing a print advertisement to post onto the social networking sites we are appealing to a warm audience (a group of people who have already brought the product before.) Although we still want to appeal to a cold audience/ untapped market. To this we have decided to go ahead and design a print advertisement that can be rescaled and printed as a poster and also design Stickers, flyers so that there is the option to appeal to a cold audience and not just promote the company via social networking.
  7. 7. Definitely include Scrimshaws logo, Slogan/Slogans and colour scheme. Feature a photo of one of Scrimshaws buns on the print advertisement. (Don’t do a graphic as an image on the food itself of the food itself is more tempting.)
  8. 8. Cut on Photoshop an image of one of Scrimshaws buns down the middle and delete the other half where the other half used to be, add the ingredients used to make the bun. 4.) Feature photography of a variety of a variety of Scrimshaws buns – this shows the range, what’s available and may look more visually appealing then just showing one bun. For business cards and stickers etc. any of these designs could be scaled down or maybe something more simplistic such as just featuring the logo would look better
  9. 9. As we have not yet photographed any of the buns and there are no images of them already taken on a white background, we tested out the designs by using and reshaping different rolls I have found on the internet. The reason we chose to test out this design was because it would show off the variety of food the client has to offer – which would appeal to wider audience and is minimalistic yet potentially effective.
  10. 10. This design layout is very similar to design 1, however the print features one of the buns surrounded by its ingredients, we tested out our original idea to have the bun sliced down the middle and in place of the other side having the ingredients – although this appeared slightly tacky.
  11. 11. As we have not yet photographed any of Scrimshaws buns yet, we have used one of the images the client has sent over via email. We’ve increased the saturation of the bun. Cleaned up on the background, removed the business card as well as adjusted the proportions of the image and added the logo, the information/writing would be positioned to the right of the print. We decided to test this particular design out as I felt it was simplistic, and there was only one focus – which therefore draws the viewers attention directly to the bun. The image also looks more classy in comparison to design 1 which looks cheaper (although with Scrimshaws buns, the design should appeal classier.)
  12. 12. Using images of Scrimshaws buns, I devised a layout and background to display them on. As concept 3 had used a previously shot image of a bun on a wooden surface (and this complimented the food) we found an image of wood on the scrimshaws Facebook page and adapted it into a background. I am still not 100% sure about the use of polarized images to display the food but I decided to use this to test out to see if the white background would work well. We also quickly tested it out on a portrait background but instead, the information and slogans would be placed in the centre of the print.
  13. 13. As the van is currently under construction, for the concept we’ve had to use a photo of the van that was taken previously (image to the right.) we’ve adjusted the proportions and colours, cropped the image, cleared it up and edited the contrast. We’ve experimented with where the information should be placed, although we’re still not quite happy with the typeface and the size of the font. We also came up with another similar concept where the van would be graphically drawn.
  14. 14. For this unit we are producing the advertising campaign free of charge – however these would be similar costs to what a freelance designer would charge. The client wishes to promote their campaign purely through social media. Although we have considered how much it would cost to get the advertisement printed on a range of media channels. According to smallbusiness.costhelper.com a freelance designer can charge anything between £13 - £230 per hour, although the average charges £43 - £49. Many other sources on the web state they would accept no less than £30 an hour for an experimented designer. Therefore if we charged £30 per hour for 10.5 hours, it would typically cost £315. Total budget - £410.
  15. 15. This design would cost a similar price to the concepts above minus the cost to hire a studio out as we can only work with the images we already have of the van due it being under construction. 10.5 hours spent on the final design - £410, total £410. Cost of potential media channels: • Social networking – free publicity • Posters – according to alocalprinter.com 20 A4 posters would cost approx. £20 and for 20 A3 posters, it would cos approx. £25 • Business cards – For silk art business cards, it would cost £25 for 250 cards, there are also recycled business cards for the same price which is more eco friendly. • Stickers – For square personalised stickers, it would cost £18 for 100. • Leaflets/flyers/menus – For leaflets it would cost £40 for 1000 single sided leaflets or £149 for 1000 double sided 4-6 pages.
  16. 16. There are very few legal and ethical issues that we will clearly have to avoid however: • For the final design, only feature the clients food due to copyright reasons and false advertising. • If the client picks a concept that requires us to do a photo shoot of his food, make sure that we don’t capture any other products/ brand names/ logos in the background • None of the concepts are clearly offensive in any way due to them either featuring food or a van.

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