LO2: Production plan for the campaign

Campaign client and bio 

I am creating my campaign for an independent bookshop based in Sheffield, called Juno Books. Being ran independently by Sarah and Rosie, this book shop strives itself on amplifying marginalised voices by highlighting new work and independent presses; and being a friendly local feminist and queer community book shop. 

Target audience 

My clients target audience for this campaign would be anyone regardless of gender, but with a focus on the LGBTQ+ community. As my client is a book shop targeting the specific and somewhat niche audience of feminist and queer individuals, my target audience for this campaign will then be similar, and follow this. This would include older teens and young adults, who identify as queer and / or feminists, however a secondary target audience would be any young adults of any gender, as literature can be enjoyed by anyone and everyone regardless and this will maximise my audience - leading to a mass audience. Their PAMCo grading would be ABC1 due to them needing disposable income to buy Juno Books’ products (for example the novels, or even the tickets to their book clubs), as well as needing to have an educated background in order to understand the literature. 

Key messages 

The key messages of this campaign are to sell their product to their customers. These products include novels, and book club tickets. My chosen media (web banners, posters, and a video) fit this key message due to them selling the brand to the audience, therefore selling the products. Web banners are fit for purpose due to them appearing on various websites, which may have a high traffic and influx of viewers, whilst including key information about the brand. This includes information about their book clubs, how to contact them, where to find them, and their socials. Being on websites with high traffic will ensure that a mass audience will see these web banners and thus will be able to know how to access this shop, enabling them to buy the products. In terms of posters, these will be in public spaces where anyone – regardless of whether they’re a digital native or a digital immigrant – will be able to view them. These will include similar things to the web banners, in order to establish a consistent cross media campaign. Finally, the video I will be creating will denote to the audience what are the current best sellers in order to create social interaction. This will help customers who possibly may be overwhelmed in book stores by the unlimited choices, those that may want to start reading novels but don’t know where to start, or even those that just would like to stay informed on current literature. To further reinforce the consistency of this campaign, at the end of the video will also include an end card where Juno Books’ logo, contact details, socials, and their address will be featured – helping audiences who are intrigued by the best sellers on where to buy them and how to support this local indie book shop. 

Stylistic approach 

The styles of my campaigns will be quite contemporary and simple, but I will be using the pre-established logo, and their colour schemes on all my entire campaign – in order to have a consistent campaign. This colour scheme will be yellow, white and purple to match this. To match my target audience, language used will be friendly and informal, yet professional and persuasive. This will ensure that the audience will purchase the products, as they will be targeted effectively due to their social class, age and similar hobbies. For this campaign, across all my different media products I will be using a sans serif font that will ensure my campaign resonates with my target audience. This is because it will be simple, yet contemporary and professional. 

Call to action 

In terms of a call to action for this campaign, I'm expecting the audience to buy the products being sold by Juno Books, with a positive outlook / reaction due to the company’s values and ethos. I think that this progressive ethos will increase the customer market due to it being very relevant in today’s society, and possibly something these minorities will look for in terms of wanting to support companies that have a positive impact on the environment and world around them. 

Media choices 

For my campaign, I've chosen to do a print product, a video product and a web banner to advertise my client's business. I will be using their pre-defined house style (e.g. purple, yellow colour scheme, with yellow stars) to help complete this. Through communicating with them via email and in person, I was able to get a more clear idea of what they wanted, as they didn't have any clear ideas nor a brief for this campaign, so I experimented with a few options that used their house style before asking them for feedback. This enabled me to get to the conclusion that: they wanted me to use their established house style; with a focus on their bestsellers instead of the business itself; an overall simple and minimalistic design so as to not have it "a bit messy looking". However there were a few constraints with this campaign. The first one was that the shop had scaffolding infront of it, which limited my options as I originally wanted to have their building in the poster for brand recognition. The second constraint was that I wasn't able to properly open the books or use them, which limited my options too as this narrowed down the possible ideas for a video completely.

Firstly, I will be creating a print product for my cross media campaign, in the form of an A5 poster. After my initial meeting with Juno Books, they specifically requested this size of a print product, as it meant they could use it anywhere. This poster will have their logo, use their pre-defined house style and colour scheme, their location, as well as their opening times. This will allow audiences to get a feel for the brand, as well as a feel for the literature they sell, as I will also include their bestsellers. 

I will also be producing a web banner for Juno Books. This will feature similar things as the poster, but will be in the format of either a 'skyscraper' (vertical) or a 'leaderboard' (horizontal) web banner. Specifically, I will include their logo, house style, website address as well their actual address, alongside other contact methods. For one of the web banners, I will include information on their book clubs and how to join too, as this will help attract an audience. I decided to make two web banners as this is what my client seemed to want, and enabled me to explore different options, whilst keeping my campaign consistent.

The final product I will be creating is an audio visual advertisement. This promotional video will include the different genres Juno Books offers, its bestsellers, and some of the book clubs Juno Books sports. I feel that this approach will help audiences feel more connected to this business, and thus want to support it, as the book clubs are built around the brands main ethos: celebrating feminist and queer literature (e.g. their "Queer bookclub", where they exclusively explore literature created by Queer voices). Exploring their bestsellers through this promotional video, it will be portrayed like a book opening, with the different bestsellers on each page of the video, with a page dedicated to the business at the start and end, for brand recognition and to ensure I correctly direct and attract an audience. This matches codes and conventions, as well as quite literally being thematically correct, due to it being a book opening. This will engage an audience and introduce them to what Juno Books actually is. Additionally, this idea for my video was altered significantly after talking to my client, due to the constraints available. This is due to the fact that my initial idea was a video compiled of a range of shots of the target audience reading the bestsellers in different, relatable locations. I thought that this would be an effective use of an advertising video, as it celebrated their target audience as well as However I wasn't allowed to open the books, so I decided to opt for a completely digital video. These factors all dictated and changed the media choices for my client, and how I met their needs.

Campaign schedule with key milestones 

Product	Wk 1	Wk 2	Wk 3	Wk 4	Wk 5	Wk 6	Wk 7	Wk 8	Wk 9	Wk 10
Web banner	Δ
Poster	Δ
Video	Δ

 

Item	Key
Milestone event – launch	Δ
Media on release