Initial Research( the existing media consumption habit of the target audience )

The habits of the target audience in relation to existing products shows that young people mainly find out about the course through school and social media. This gives me a indiction that my campaign will be best being spread throughout schools and online. I think that drip feeding my target audience with information is a good way to gain their attention and get them to show their interest in the course. This is because younger people seem to be more intrigued by things that they don't have all the information too. The idea around my campaign includes drip feeding my target audience massively by giving them small 10/20 seconds clips of what we get up to on the course and a main video showing the course as an overall. I will do this mainly through YouTube and Instagram as they hold a large amount of my target audience.

Initial Research. (The Needs of the Target Audience)

The needs of the target audience become apparent in this survey that i conducted as it tells me that not all students want they same thing and that they don't all consume media in the same way.  For example, more people read news papers and magazines that i originally expected. As you can see from the survey most young people don't consume media through watching TV they consume it through social media and print around the areas they gather.

By using Facebook, Instagram, Youtube and Twitter the target audience spend the majority of their time on these apps/websites meaning that they will see the campaign without finding it or looking for it.
I believe my target audience will consume the campaign in the best way when it is drip fed to them through social media. I will give them small videos and clips of the media course so it fills the curiosity and makes them want to find out more and do it off their own back. The way w know that people are genuinely interested in the course and not just coming after what they have been lectured about in school.

My target audience is important as it is the mainly foundation for the campaign and its purpose. Without my target audience i wouldn't to be able to decide what works for getting their attention and why. Knowing my target audience helps to justify what they want to see and why they would pick this course based on what grabs their attention.

My posters feedback for whether my target audience would be more effected by black backgrounds with white writing and blue and green add ons, or white background with black writing and include images from the course along side the blue and green shades and lines. My target audience said that the black back ground would look more effective as the facts/writing would stand out more than if it was printed on white backgrounds. The black creates a sense of curiosity and makes people want to read the poster even if its only subconsciously.

My target audience influenced my material choices because they are the whole reason that it needs to work. My target audience will be busy and not paying much attention so all elements of my campaign need to be easy to consume and fast to consume. For example, the reason behind my small videos is because i know that when a young person watches something they never tend to watch a whole video (especially on Instagram) they will watch he first 10/20 seconds. This means that they will ahem sent he whole video and if they want more information or videos they have to look for them, this makes them aware f the campaign by doing their own research and they suddenly become aware of the media course. It all comes down to what they are interested in and how much they want something.

Initial Research. (Level of Knowledge and Understanding of the Product among the Audience)

I would say that the people who find the media course relevant to them know what they need to know about the course and if there is something they are unsure about then the team of creative tutors and lectures can easily fill in the blanks for a student. The majority of college don't really associate with the creative students unless its on a friendship basis meaning they don't want or need to know the ins and outs of the course unless they feel the need to change courses, in which case there is lots of information about the course and what it entails. I would say that any information that the students at Chesterfield College wish to find out about the course is extremely accessible and easy to get a hold of within college.

The target audience will gain knowledge of the course if they attend the open evening and other planned events that are associated with the course such a taster days. By attending these events the target audience can gather a lot more information than they probably once thought, however to gain the information about the course they d have to put effort in to receive it.

Initial Research. (Purpose of the Campaign)

The purpose of this campaign is to inform the target audience of students aged 16-18 about the course and what it entitles. The campaign should also persuade the target audience to choice Level 3 Media Production at Chesterfield College over the other options they were considering.

The campaign needs to attract those who consider the course but aren 100% set on the idea. The fact that you have to get between the idea of something and the realty of it is a hard thing to do when it really comes down to it but the campaign that i will produce will do that in a way that puts the course on the journey of many young peoples progress to success.

For students to pick this course over others they are considering means doing what everyone else is doing in a different and better way, if they consider them, they consider it fora reason, even something as simple as having a website that is easy to navigate. However, also for the big things such as the equipment we use and how often we use it, the facilities we have (black and white studios), the whole team that teach us and help us to develop skills in production and in general life.

When we had a meeting with our client it was made aware that there is a clear slogan ('Dream big, Make it happen') he made this clear as it is a big part of the message that he wishes for us to portray in our campaign.