Mind map pics

Please copy over to your blog your mind mapping photos

Targetting your audience LO 5.2

You already know that Knight Crew is aimed at 14 – 19 year olds. You now need to think about how this age group likes to receive information as well as the way they like to be approached. To do this you need to do some market research. One of the most effective forms is the direct questionnaire. 

For this session you will devise an online questionnaire (Using forms in Google documents) to post on your blog. For the types of questions that you intend to ask your group will need to consider.

• What age the person is
• What is this persons profession, Student, shop worker, etc
• What interests your audience has.
• What online or other methods they use to communicate.
• What images appeal to this audience
• What would put the audience off?
• What type of language would your campaign use

Task: In your groups come up with a series of questions that you might ask to come up with the answers to the above questions. Consider how you want the audience to answer the questions, for example you possibly would not want to type straight answers to every question so make some of them multiple choice questions.

When you have created a form you need to try it out on your audience. Start with people in your group and then move to other friends and family in your target group.

Once you have a substantial group of people that you have collected data from. You will then look at ways that you can analyse that data as well as evaluate the effectiveness of your questionnaire.

Stage 2 Starting to think abour your campaign

In your new groups I want you to discuss the following points before starting to put together a plan the different elements of the campaign.
Remember for this you will all need to include examples of different print material (one each) as well as a group project using a different medium.


You will need to consider:
• who your target audience will be
• how you will persuade your target audience to take notice of your campaign and its message
• how you will distribute or broadcast your campaign
• what materials and equipment you will need to promote your message
• which elements you will use across the different campaign elements, Such as themes, logos, messages etc
• how you plan to measure the success of your campaign.

Remember as well as producing the actual advertising elements you will also need to put together a pitch to the Glyndebourne. Make sure that every member of the group has equal input to the final elements.

Assessment Unit 5 LO 1-4

In order to be assessed for the unit you must have in your Unit 5 Process Portfolio:

• your completed project blog which must include

- all commentaries on progress

- notes on ideas for materials, any roughs, sketches, drafts of scripts as appropriate

- minutes taken in meetings

- your final campaign evaluation

• all research notes and any materials used in your presentation (PowerPoint slides, illustrations etc)

• a recording of your presentation (this will be provided by your teacher)

• finished materials

• materials used for assessing impact of the campaign and copies of responses and audience feedback.

On completion of all your work for the unit you will be given two marks: Mark A and Mark B.

Mark A will be awarded on the basis of your Process Portfolio and Mark B will be awarded on the basis of your teachers’ observation of how you have worked. The two marks will be added together to provide your final mark for the unit.

There are 45 marks available for Mark A and 15 for Mark B

For Mark A you will be assessed on:

• your ability to analyse an existing campaign (assessment focus 1)

• your contribution to the preparation of the campaign and the production of campaign materials (assessment focus 2)

• the quality of the evaluation and progress monitoring within your project blog and campaign evaluation report (assessment focus 4).

Mark B will be awarded on the basis of your teachers’ observation of how you have worked for this assignment. This observation will focus on:

• your contribution to the management of the campaign (assessment focus 3)

• your ability to collaborate with others (assessment focus 3)

• your ability to work independently (assessment focus 3).

To achieve the higher marks you need to:

• carry out well-focused and wide-ranging research, presenting it with well-detailed examples and taking a comparative approach to your topic

• generate imaginative ideas and explore them thoughtfully

• show a disciplined approach to planning, producing well-detailed documentation

• produce materials to a high standard

• monitor your work consistently and use that process to refine ideas and outcomes

• collaborate positively with others and work to schedule at all times

• require only very occasional help.

Stage 6 — evaluating your campaign LO5.4

Using the plans you have put in place for assessing the success of your campaign, work with your group to answer the following questions:
• did the message get through to the right people
• did the materials you produced effectively spread the message you intended to convey
• were the methods you chose the right ones
• were you happy with the slogan you chose and did it reach the target audience
• do you feel that you conducted the campaign well
• what could be improved about the campaign and what might you do differently if you were to do this again?


You should record your own evaluation of the campaign you were involved in either as a written report or a video diary. This must be a separate document in your project blog.


Remember to take notes at all meetings and record your progress regularly in your project blog, noting your contributions, how well the group is working, what you have learned during this process etc.


Your evaluation and your up to date project blog must be completed and in your Unit 5 Process Portfolio by ………….…

Stage 5 — conducting the campaign LO5.3

You will now need to carry out the plans you have made for conducting the campaign using the materials you have produced. This could involve:


• contacting the organisations that are going to display or broadcast your materials and providing them with the campaign materials


• holding the activities or events you have planned to promote the campaign’s message effectively


• staging publicity stunts or press conferences to help in gaining public attention to your cause or message.


Remember to take notes at all meetings and to record your progress regularly in your project blog, noting what you have done, how well you think you did it, any problems and how you solved them, how well the group is working, what you have learned during this process etc.

The campaign will begin on ……….…….

Stage 4 — making campaign materials LO5.2

You will now need to make any materials you have agreed to make.
This could include print products like posters or flyers, broadcast media products like radio or television adverts, clothing like promotional T-shirts or costumes, pieces of theatre or music and many other things too.

You will need to work safely and document your involvement in this process in your project blog, noting how well you think you have performed your responsibilities, any problems you encountered and how you solved them etc.

Your group must have all of your campaign materials ready by 12/02/2010

Stage 3 — preparing your campaign LO5.2

As part of the pitch you must hold group meetings at which you review any comments made on your proposals and adjust your ideas and plans accordingly.
You must then set a detailed schedule setting out all the work you have to do and who will do what, recording this in a role allocation sheet.


Each of you must take notes at this meeting and post your notes in your project blog. Make sure you have a copy of the role allocation sheet in your Unit 5 Process Portfolio.


Remember to make notes in your project blog on your contribution to the meeting, how well the group is working, what you have learned during this process etc.

This meeting will take place on ………..…..

Stage 2 Be able to prepare a campaign 5.2

In order to conduct a successful campaign you need to be clear about the message or idea you are aiming to promote. You need to establish this at the outset of your activity.
Using your findings from stage 1 investigating the work of others you need to begin planning your strategy and the methods you will use to conduct your own small-scale campaign.

You will need to consider and post on your blog the following things:

• who your target audience will be
• how you will persuade your target audience to take notice of your campaign and its message
• how you will distribute or broadcast your campaign
• what materials and equipment you will need to promote your message
• how you plan to measure the success of your campaign.

You will then need to produce the materials you propose to use in a campaign. This could include designing posters or leaflets, devising a short piece of theatre or creating a radio advert.

Stage 2 — preparing a campaign (Glyndebourne Pitch) LO5.2

Glyndebourne Education has commissioned a new opera aimed at 14 – 19 year olds.


Knight Crew is an interactive opera created for young people: A re-creation of the King Arthur legend in a contemporary gang-land setting. The story draws parallels from the myth and is consumed by grand themes of passion, loyalty, betrayal and reconciliation.


Your task:
Create a company with a maximum of 3 people to promote this opera. All promotional ideas and plans must be on zero (or very little budget) as we have very little money to promote this. Therefore think outside the box, come up with new and unique ideas to spread the word about the production and sell tickets. This production is aimed at 14 – 19 year old so think about how this age group likes to receive information.


Your pitch must include:
• Marketing break down: who your audience is, where they will come from, how you will reach them, when you plan to target them.
• And you should create / give us ideas for any of the following:
• A flyer / poster and who / where you will distribute this to
• A press release and who / where you will distribute this to
• Ideas for the website and other ideas of online promotion
• Podcasts / Video clips / Trailers
On all publicity materials you must include the following:
• Glyndebourne’s logo and Knight Crew logo
• Name of the performance: Knight Crew
• Creative / Production team: Composer: Julian Philips, Librettist: Nicky Singer, Director: John Fulljames, Music Directors: Nicholas Collon, Designer: Es Devlin, Lighting Designer: Bruno Poet.
• Date, time and place of performance: 3rd March 2pm (schools performance), 4th, 5th & 6th March 2010 7pm, Glyndebourne, Lewes, East Sussex
• How to book tickets / price: £14 adults, £7 children, online at www.knightcrewopera.com / www.glyndebourne.com and phoning box office: 01273 815025
You must remember that you are going to go on to conduct this campaign so make sure the ideas you suggest are feasible with the resources available to you and suitable to the scenario. You should consider, for example, whether a television advert would be suitable for promoting a low budget promotion of this type.


Remember to take notes at all meetings and record your progress regularly in your project blog, noting your contributions, how well the group is working, what you have learned during this process etc.


Make sure your blog is well organised with a clear structure and headings so that any readers can easily find their way around it.


Your group will do its pitch on Friday 11th December

If you have any questions about this part of the project email knight.crew@glyndebourne.com

Stage 1 Analysing a campaign LO 5.1

You must conduct an investigation into an existing campaigns. You will need to work in a group of no more than three to do this.

Once you have gathered the campaign materials from your tutor or from your research you should discuss the following questions. You could record the thoughts you have using a thought-shower or a bullet-pointed list. You must note down individually what you discuss — photocopied group notes will not be accepted for assessment.

Start by asking whether you are already aware of this campaign. If so, note:

·         what you think it is about

·         where you have come across it

·         whether you were affected by it in any way.

Then examine the campaign materials carefully, considering:

·         what message the campaign is trying to communicate

·         the overall strategy for communicating that message — shock, surprise, charm, persuasion by rational arguments etc

·         the items that have been used in the campaign (eg posters, flyers, television adverts)

·         what is similar about the items in this campaign — what tells us that they are all part of the same campaign

·         who is targeted by the campaign

·         how the people that created the campaign have tried to reach that target audience

·         the strengths of the campaign and how successful it is in communicating its message

·         any weaknesses in the campaign and how it could be improved

·         whether you were already aware of this campaign.

You could consider asking other members of your year-group or your family and friends for their reactions to this campaign to determine whether it has been successful or not.

You will need to work as a team to prepare a presentation to the rest of the class about the campaign you have studied. You will need to make sure you cover the following points in your presentation:

·         the message the campaign was trying to convey

·         the target audience for the campaign

·         the methods used by the producers of the campaign to reach the target audience

·         how successful you felt the campaign was and your evidence for reaching this conclusion

·         any weaknesses you thought it had and how it could be improved

·         what looking at this campaign has taught you that will be useful when you construct your own campaign.

You should always back up what you say in the presentation with detailed references to the campaign that you have studied, as well as references to other campaigns we have discussed in class or that you have experienced yourself.

Remember to take notes at all meetings and record your progress regularly in your project blog, noting your contributions, how well the group is working, what you have learned during this process etc.

Presentations will take place between …TBC…….. and ……TBC………

Your presentation will be recorded and a copy given to you for your Unit 5 Process Portfolio.

Task 1 Understanding of the nature of campaigns evidence LO 5.1

For Stage 1 your will be assessed on your understanding of the nature of campaigns. You will need to do the following things.

• Present your research notes on your blog: These include class notes, articles you have found on the internet, in books and magazines. 
  
  
• Demonstrate your understanding of target audience as well as conducting some market research for your campaign
  
  
• Examples of campaign materials that you have investigated (annotated with your comments) These can be posted on you blogs with your comments
  
  
• Your presentation: This can be written or as written notes and given as an oral presentation. It would be useful to use a program like PowerPoint to present this to the tutors.