My dream job would have to be event design; therefore my design object for the ‘Introduction to Story’ assignment is to create a marketing campaign for an event idea I have also personally designed. This promotional design will include a series of flyers and video’s to promote a children’s leadership conference for primary aged students in the Franklin district of Auckland, New Zealand.
I chose this design because I currently work as a life coach for primary aged student’s in the Elim Christian Centre Franklin branch, and I know how much my life was impacted by the camps and conferences I went to as a child including the National Young Leaders day held in Rotorua by the Halogen Foundation (Place, 2016).
My design will promote a leadership conference entitled ‘BRAVE’, teaching the children about courage, leadership and determination. My design object is the advertising material required to promote this event, including a flyer and a video clip advert to be promoted on both Facebook and Instagram.
There are two separate yet closely related target audiences for my advertising design.
My first target audience is the demographic of primary aged students (aged 5-11) in the Franklin area, particularly those residing in Pukekohe. More specifically appealing to those students with leadership potential or who wish to be leaders and gain confidence. The psychographics will include: The Succeeder “who possesses self confidence, have a strong goal orientation; as a result they tend to occupy positions of leadership in society.” (Gagnon, 2014) and The Explorer “these people are driven by a need for discovery, challenge and new frontiers”. (Gagnon, 2014)
For these psychographic profiles I chose the overall theme BRAVE, therefore promoting an environment of exploring new opportunities and possibilities and also gaining leadership skills such as goal setting, determination and teamwork.
I believe this product will be very valuable to children aged 5-11 in Pukekohe as the demographic is largely middle to lower income families (Zealand, 2013) that need encouragement to break out of the mainstream, everyman archetype. The Franklin district has a huge percentage of children with statistical evidence that 5-14 year olds are the largest age group living in that area. ‘22.4 per cent of people are aged under 15 years in Franklin Local Board Area’ (Zealand, 2013)
The second target audience for my advertising design is the parents and caregivers of these children. This target audience will largely decide if they will allow their child to attend this event or not based on my design. Parents and guardians will look at cost, transport and the value that this product will provide to their child. Therefore this target audience is crucial and the information and presentation of my design needs to answer their queries in full and build confidence in the program.
Throughout the design process I spent considerable time researching the values of leadership, advertising and in particular how to advertise to children. I have been careful to include these findings in the design development.
A key consideration in my design was that a large majority of my target audience has minimal literacy competence due to their age. Therefore, I opted for the use of icons and pictures more than words. The use of icons mean that both child and adult can comprehend the meaning, it also benefits those who have English as a second language, or those who may have reading difficulties such as dyslexia. (Fleming, 2015)
Researching icons that relate to the theme of BRAVE included lions, warriors, and arrows. It is important that I present this in a way that tells a story supporting the theme within the attention span of the target audience, this would approximately be 5 seconds for the flyer and the video ’90- to 120-second range’.(Cantor, 2014)
The three following designs inspired me:
(YMF Poster Campaign, 2014)
I favoured this flyer due to the bright colours and simple writing.
Having viewed this flyer I chose to adopt the deep pink colour into one of my design sets so as not to seem too gender specific. I accepted the type style of Helvetica which is a well-known simple font used internationally. (Hustwit, 2007) I also favoured the geometric patterns as they are very in fashion at the moment (known from my extensive research at Kmart).
This design personified my research of using icons and bright colours to interact with children. This image provided me with specifics on the use of icons appealling to what children consider fun.
I loved the concept of using many icons to tell a story to people without words.
This last impacting design was the ‘My Story’ series by Northern Easter Camp (Northern Easter Camp, 2016)
This website slideshow presented children of different backgrounds and talents giving a snapshot of their interests and why they liked attending the camp. The concept of personal testimonies from varying demographics appealing to the corresponding was both original and strategic.
The Northern Easter Camp supported our in class learning that its is more appealing to the consumer to advertise core values of a company rather than its product.
Description of Design:
My flyer includes a number of icons representing bravery such as American Indian styled feathers and arrows contained within the white outline of a geometric lion shape. Overlaying this is the word BRAVE in Helvetica bold and white in colour.
The flyer comes in four background colours, hot pink, duck egg blue, bright orange and apple green to appeal to both boys and girls and to provide choice resulting in a sense of personalisation.
On the reverse side will be information regarding dates, cost, address, and contact details. Whilst simple in design it contains vital information to satisfy the parent/caregivers interests.
The video follows an animated arrow flying through the screen across a child acting out their dreams and aspirations. This will also include animation overlay of geometric shapes and feathers flying (similar to Cody Simpson, Pretty Brown Eyes music video) (Simpson, 2014). This is to keep theme with the brochure.
The second part of the 90-second video is the child as an adult achieving in various arenas of their life, e.g. athletics, medicine, public speaking, parenting etc.
The time-lapse of the child becoming an adult will advertise the core belief of BRAVE that anyone can achieve his or her goals. In closing BRAVE will be written in white Helvetica typestyle. There will be a series of four videos of different child to adult transformations to appeal to different genders and interests.
The Next Step:
What do I want people to get out of the design?
Purpose statement: This marketing design is to be loud, upbeat, bold and colourful expressing the core values of the BRAVE conference in order to engage children, and for parents/caregivers to envision the core values personified in their child/ren.
Visually I would like the design to be loud and interactive, through the use of colour, icons, film content and the sound track that will prompt children to engage and desire to attend this event. The drive of the videos and flyers are to be a snapshot of the conference to come. This advertising design will look to change perceptions of conferences and leadership for children, a flyer that is upbeat and contemporary not boring or old fashion as some children may believe conferences or leadership to be.
The overall purpose of this design is for people to register for BRAVE conference.
All the flyers and videos will have a call to action as suggested by (Youtube, 2016). The specific call to action for the flyer will be via a QR code and a typed link to a website that the interested consumer can find all information required to register. QR codes allow interested children to access this on their devices. ‘Parents report that their school-age children watch TV, movies or videos (90%) on any electronic device on a typical day’ (Kids are busy, and so are their parents, 2015)
From my personal experience working with children at holiday and after school care programmes I have found children today prefer to find out information for themselves using digital technology. They are interested in what QR codes might hold, mirroring that of treasure finding. QR codes will result in the interested child being more interactive with flyer.
The video will be uploaded to YouTube and posted on both Facebook and Instagram containing a link in the captions to a website with more information and a form to register.
The reason I chose a website link as a call to action is because this is the main media tool utilised by parents/caregivers of children today (as Facebook has a recommended age of 13yrs). The parental target audience prefers a medium that is fast and efficient as supported by a previous reference ‘kids are busy, and so are their parents, 2015’. This article suggests ‘If kids are busy, their parents are even busier. About three-in-ten (31%) parents say they always feel rushed, even to do the things they have to do, and an additional 53% say they sometimes feel rushed’.
In conclusion, the design of this flyer and video is to promote an event and to engage children and their parent/caregivers living in the Franklin district including Pukekohe. A colourful, icon heavy, and contemporary design to suit the demographic and psychographic of the target audiences calling for action to register. The extensive research I have put into this design means I have gained knowledge of my target audience, their needs and how they choose to offer their attention. I will be using this design in the future to promote the BRAVE event and have enjoyed the creative customer focused process.
Please find design development and research blog posts here: https://baileybooth.wordpress.com/category/ica-intro-to-story/
Cantor, D. (2014, January 2). 5 Tips for Making an Effective Video Ad. (INC, Producer) Retrieved April 19, 2016, from INC: http://www.inc.com/doug-cantor/5-tips-for-making-an-effective-video-ad.html
Fleming, S. (2015, December 28th). Tints: Dyslexia Friendly Reading. Retrieved April 14, 2016, from Best apps for kids: http://www.bestappsforkids.com/2015/tints-dyslexia-friendly-reading/
Gagnon, A. (2014, 1 31). Are You Marketing By Psychographics? Retrieved April 21, 2016, from Aweber: https://blog.aweber.com/email-marketing/are-you-marketing-by-psychographics.htm
Hustwit, G. (Producer), & Hustwit, G. (Director). (2007). Helvetica [Motion Picture].
Kids are busy, and so are their parents. (2015, December 17). Retrieved April 21, 2016, from Pew Research Centre, social and demographic trends: http://www.pewsocialtrends.org/2015/12/17/
Northern Easter Camp. (2016). (Husk, Producer) Retrieved April 14, 2016, from Northern Easter Camp: http://www.easter.camp/index
Place, T. P. (2016, 4 4). National young leaders days. (T. p. place, Producer) Retrieved April 21, 2016, from NYLD: NYLD.org
Simpson, C. (2014, June 27). Pretty Brown Eyes. Cody Simpson “Pretty Brown Eyes” [official video] . Crooked Engine.
YMF Poster Campaign. (2014, December 9). Retrieved April 19, 2016, from Behance: https://www.behance.net/gallery/21904803/YMF-Poster-Campaign
YouTube. (2016). Tips for optimizing your video campaign. (YouTube, Producer) Retrieved April 19, 2016, from YouTube: https://support.google.com/youtube/answer/3013684?hl=en&ref_topic=2996974
Zealand, S. N. (2013). Census Map QuickStats. Retrieved April 19, 2016, from Statistic New Zealand: http://www.stats.govt.nz/StatsMaps/Home/People%20and%20households/2013-census-quickstats-about-a-place-map.aspx