Unit 5: Campaign (Overview)

This unit looks at the ways in which people use creative and media
techniques to promote a message or to sell a product. A campaign will focus on a particular target audience and the information in the campaign will be carefully designed to suit that audience.

A campaign might use a single method for reaching the target audience, for instance a poster. However, most campaigns use a range of methods, such as a poster that is linked to a television or radio advertisement, which in turn is linked to a brochure or flyer.

This unit gives you the opportunity to look at a range of campaigns, learn about the nature of campaigns and then plan and run a campaign of your own. For this you will be working as part of a small group.

The campaign must include work across more than one discipline. You will be working with the Glyndebournes marketing team to help your preperation for your campaign. They be your client and will set you your brief, give you feedback and ultimatley decide if your campaign is to be used as part of their production.

To achive this unit you will need to complete the following learing outcomes (the page numbers are the topics covered student book)

LO1 Understand the nature and purpose of
campaigns:
􀀁 understanding campaigns – the
message and target audience
􀀁 how the performing arts, media and
the visual arts are used in
campaigns.
pages 142–51

LO2 Prepare a campaign:
􀀁 targeting the audience and
budgeting
􀀁 campaigns with a focus on
performance arts, the media and the
visual arts.
pages 152–61

LO3 Conduct a campaign:
􀀁 organising your resources
􀀁 performing arts, media and visual
arts campaigns.
pages 162–71

LO4 Monitor the preparation and conducting of a
campaign:
􀀁 record and evaluate progress
throughout all stages of work.
pages 210–23