Pitch PresentationBY HANNAH GAUTREY

Meeting with the client

On the 23rd of January I spoke with our client Jay Scrimshaw - the owner and chef of Scrimshaws Guerrilla Kitchen, where we spoke about the possibilities for the campaign.

LocationJay firstly informed me on all of the locations they go to. This included Scrimshaws mainly being based in Histon, but also stopping off near the offices outside of the train station at lunch times, and travelling to different live events and markets around the UK.

Meeting with the client Budget:

Jay informed me he has no budget, but does most of his advertising via Twitter and Facebook. This was useful to know as this points us to producing an online campaign, and we can rule off any other media channels.

Twitter page:https://twitter.com/guerrillakitch

Facebook page:https://www.facebook.com/scrimshaws

Meeting with the client Colour scheme and logo:Jay showed me the companies logo that he would like to be included in any advertisement for the campaign, and I also asked him if he had any colour scheme or style in mind for the campaign. He informed me he wanted the colour scheme to reflect his logo and his vans design, which are coloured green, grey, white and black.

Things to consider:Due to the pop up kitchen never sticking in a permanent destination, we will have to create a template for the print advertisement, as the information and locations are always changing.

Jays van is currently under construction until the 15th of February, which is past the campaigns deadline. This rules out filming a web advertisement for the company, and also taking any shots of the van for the print advertisement.

Meeting with the client Conclusion:In conclusion, a print advertisement/online poster is the best option for the campaign, as its free, Jay can alter the template when ever he changes location/event, it can be posted to his social networking sites and other forms of advertisements are ruled out due to the van not being available and budgeting.

Content:We also discussed what should be included in the print advertisement, such as images of the Scrimshaw's Guerrilla Kitchen Van, the logo, the colour scheme, images of the food, and templates for the time, destination, event, and what food will be on sale.

Jay also let me know he would like one of the following to be included in the print:#bunlove#heavenlycloudsofdeliciousness

Initial IdeasMedia Channels:- Social networking (e.g Twitter, Facebook, Instagram)- Stickers- Business cards- Flyer/Leaflet (maybe with the menu in)- Print Advertisement- Audio-visual (web advertisement): Although the client has no budget, we could still make an audio-visual advertisement which could be posted on their social networking sites. Using a web advertisement would reach other people who aren’t locally in the village and who can’t see the flyers/prints. It could also display a larger amount of information, such as multiple shots of the food offered at the pop up van and show the food being cooked – which could be more appetising. However Jay does not currently have his pop up van so the advertisement wouldn’t be as authentic.

By producing a print advertisement to post on social networking sites we are appealing to a warm audience (a group of people who have already brought the product before).

Although, we still want to appeal to a cold audience/untapped market. To do this we have decided to go ahead and design a print advertisement that can be rescaled and printed as a poster, and also design stickers/flyers so that there is the option to appeal to a cold audience and not just promote the company via social networking.

Initial IdeasTarget Audience

- Students - as the food is cheap, they're studying locally, and the van is often in central Cambridge so is easy access

- Office/business workers - Scrimshaws is often located outside the offices near the train station for lunch and dinner

- Youth - the van travels all around the UK to many events, such as the ice rink in Cambridge and the May balls (again links to students too)

Colour Scheme & Style:- Greens, blacks, whites and greys- Quite minimalistic/simple yet effective (Jay didn't want it to be too busy, but straight to the point)

Initial IdeasIdeas for the print advertisement:

(Defiantly include Scrimshaws logo, slogan/slogans and colour scheme

1) Use feature a photo of one of Scrimshaws buns on the print advertisement (don't do a graphic as an image of the food itself is more tempting)

2) Do a graphic print advertisement of the Scrimshaws van (on Photoshop), or a photograph of his van - photo that has already been taken as the van is under construction

Initial Ideas3) Cut on Photoshop an image of one of Scrimshaws buns down the middle, and delete the other half. Where the other half used to be add the ingredients used to make the bun

4) Feature photography of a variety of Scrimshaws buns -this shows the range, what's available, and may look more visually appealing then just showing one bun

- For business cards and stickers etc, any of these designs could be scaled down - or maybe something more simplistic such as just featuring the logo would look better

Pitch Ideas – Concept 1

Pitch Ideas – Concept 1As we have not yet photographed any of the buns, and there are no images of them already taken on a white background, I tested out the design by using and re-shaping different rolls I had found on the internet.

The reason I chose to test out this design was because it would show of the variety of food the client has to offer - which would appeal to a wider audience, and is minimalistic yet potentially effective.

Concept 2

Concept 2This designs layout is very similar to Design 1, however the print features only one of the buns, surrounded by its ingredients. I tested out my original idea to have the bun sliced down the middle, and in place of the other side having the ingredients -although this appeared slightly tacky.

Concept 3

Concept 3As we have not photographed any of Scrimshaws buns yet, I have used one of the images the client has sent over via email. I've increased the saturation of the bun, cleaned up the background, removed the business card, as well as adjusted the proportions of the image and added the logo. The information/writing would be positioned to the right of the print.

I decided to test this particular design out as I felt it was simplistic, and there was only one focus - which therefore draws the viewers attention directly to the bun. The image also looks more classy, in comparison to Design 1 which looks cheaper (although with Scrimshaws buns the design should appear classier).

Concept 4

Concept 4Using images of Scrimshaws buns, I devised a layout and background to display them on. As Concept 3 had used a previously shot image of a bun on a wooden surface (and this complimented the food) I found an image of wood on the Scrimshaws Facebook page, and adapted it into a background.

I am still not 100% sure about the use of polarized images to display the food, but I decided to use this to test out to see if the white boarders would work well.

I also quickly tested it out on a portrait background – but instead the information and slogans would be placed in the centre of the print.

Concept 5

Concept 5

As the van is currently under construction, for this concept I've had to use a photo of the van that was taken previously (image to the right). I've adjusted the proportions and colours, cropped the image, cleaned it up, and edited the contrast. I have experimented with where the information should be placed, although I am still not happy with the typeface and size of the font.

We also came up with another similar concept where the van would be graphically drawn.

Production plan For this unit, we are producing the advertising campaign free of charge - however these would be similar costs to what a freelance designer would charge.

The client wishes to promote their campaign purely through social media, although we have considered how much it would cost to get the advertisement printed on a range of media channels.

Production plan Concept 1, 2, 3 & 4:These concepts would firstly require our group hiring out a studio and inviting in our client and their product. We would need 3 hours in the studio, 1 hour for us and the client to set up, 1.5 for the shoot and 0.5 to pack away.

Cost to hire a typical photography studio per hour: £30Cost to hire the studio for 3 hours: £90

We are given 1 week to complete the final design for the print advertisement, therefore 7 lessons, which is equivalent to 10.5 hours.

This will be done using Photoshop (I will not include this in the budget, as a freelance designer would be expected to already have this software.

Production plan According to smallbusiness.costhelper.com: A freelance designer can charge anything between £13 - £230 per hour, although the average charges £43 - £49. Many other sources on the web state they would accept no less then £30 an hour for an experienced designer. Therefore if we charged £30 per hour for 10.5 hours, it would typically cost £315.

Total budget: £410

Production plan Timescale:Ideas and the brief complete: 5th February 2015The marketing plan complete: 6th February 2015Work out the costs for the advertisements potential media channels: 7th February 2015Location Recce and risk assessment: 8th February 2015Concept and Pre-production: 9th February 2015Prepare a pitch presentation for client: 10th February 2015Pitch the plan to client: 16th February 2015 Take into account feedback and revise the campaign plan: 18th February 2015Send print advertisement to client to get any final feedback: 19th February 2015Print advertisement and campaign complete: 22nd February 2015Advertisement launch date: 2nd March 2015

Production plan Concept 5:

This design would cost a similar price to the concepts above, minus the cost to hire a studio out - as we can only work with the images we already have of the van due to it being under construction.

10.5 hours spent on the final design: £410

Total: £410

Initial IdeasCosts of potential media channels:

Social networking: Free publicity

Posters: According to alocalprinter.com 20 A4 posters would cost approximately £20, and for 20 A3 approximately £25.

Business Cards: For silk art business cards, it would cost £25 for 250 cards, there are also recycled business cards for the same price which is more eco friendly.

Stickers: For square personalised stickers, it would cost £18 for 100.

Leaflets/Flyers/Menu: For leaflets, it would cost £40 for 1000 single sided leaflets, or £149 for 1000 for double sided 4 - 6 pages.

Production plan Legal and Ethical Issues:There are very few legal or ethical issues that we will clearly have to avoid, however:

- For the final design only feature the clients food, due to copyright reasons and false advertising- If the client picks a concept that requires us to do a photo shoot of his food, make sure we don't capture any other products/brands/logos in the background

None of the concepts are clearly offensive in anyway, due to them either featuring food, or a van.

End of presentation