Festival Project

4th November 2021

Proposal for Summer Fest

Produced & Directed by Abbie McNamara

46 Freshfield Rd

Formby, Liverpool

L37 3HW

Tel: (+44) 7151922456

Email: [email protected]

Website: www.summerfest.com
About us

‘Abbie’s Productions’ is a small professional production company who produces digital graphics
which can be used to advertise many events. In this case, our digital graphic designs will be used to
advertise a festival. We are a great and reliable production company as we listen to the client’s
needs and considerations and work as a team in order to develop the best promotional content for
the event they are planning.

Purpose

Our production company will be creating promotional material in order to advertise a festival for the
client. The two digital graphics we will create will be featured on a poster and a leaflet. The purpose
of these materials is to display information to the target audience about the festival which will
inform and advertise and they will include persuasive elements. Both the poster and the leaflet will
include similar purposes such as they will both be informing the target audience about the festival.
However, the poster allows you to spread a message to a wide audience so the content used will be
advertising as it contains persuasive content. So the main purpose of a poster is to advertise and
persuade. When the poster captures the target audience’s attention, they can find out more
information themselves by vising the website displayed on the poster - this is when the audience is
informed about the festival by vising the website themselves. On the other hand, a leaflet is what
the audience will receive after seeing the poster (when they have done further research into the
festival or the leaflet will be received in the actual festival itself). The main purpose of a leaflet will
be to inform the audience further about the festival and give the audience the most important
information about it such as emergency exits, medical tents and the festival map. The leaflet will
also go into detail about the food and drink and the music.

Form/genre

Our production company will be creating digital graphics which will be featured on a poster
and a leaflet for a festival. A poster is a way of advertising which spreads a message to a
wide audience. Posters are credible and people are more likely to trust a poster because
they are displayed in public places which are more accessible. The content that will be
included on the poster will be concise as it only includes the most important, persuasive and
promotional content as they are used to capture the attention of its target audience and
expects the audience to know what the poster is about – this is why posters contain minimal
information and use graphics and images to portray information. For example, we will
include the date, time and place, images and bright colours that represent the festival well.
We will make sure the poster stands out by including a bold and clear title which will
capture the audience’s attention. Finally, we will sure to include the website and social
media accounts for people to find out further information and do their own research about
the festival. On the other hand, a leaflet gives a lot more information such as the
food/drinks, festival map, ticket prices, when and where and picture and images will be
included where possible on the leaflet. The leaflet will include a bold clear title and the
layout will be efficient and clear.
Content

We will include as many images and pictures where possible on the leaflet as there will be
plenty of room on the page. The images we will use will be relevant to the festival so that
passers-by can understand what the poster is about. For example, we will include an image
of the festival in the day and one in the night which will act as a persuasive element and to
show perspective and the atmosphere of the festival, a picture of the food and drink, a
graphic designed image of the festival map (refer to graphic design 1) which will inform the
people attending the festival the layout, where the food stands are, where the toilets are
and where the stages are. The images will act as more information for the audience and add
a fun and dynamic element to the leaflet. For the poster, we as a production company will
create a large digital graphic for the background of the poster – this will be bright and
colourful to reflect the theme of the festival which is pop music (refer to poster idea 1 and
3). Graphic designs of musical instruments will also be added to the background which
reflects the theme of the festival (refer to graphic idea 2). Because posters don’t offer a lot
of information, they reply on colour and images to provide the information. This is why our
company has chosen these colours and graphic designs to fit in with the theme of a festival.

For the poster, I have included large bubble writing for the masthead. This means the poster
will stand out and intrigue the audience and also tell the audience what the poster is about.
Bubble writing also adds a fun effect to people walking past. For the body copy on the
poster such as the location and time the font will be a bit bigger than usual – this means
that the audience will be able to see this information easily. The main act will come
underneath the masthead in a big bold font which acts as a persuasive and promotional
element. I have chosen bigger fonts and text so people take the most important information
away from the poster. Smaller fonts and text will be used for less important information
such as the ‘ALL AGES’ sticker, the website links and the social media links (refer to poster
design 1 and 3). For the leaflet, the masthead will be bubble writing to make sure the title is
visible and fun for the audience. The titles for each section will be in bold, so that the
information is easily accessible and clear. Other information such as the website, social
media links and the location, time and date will all be text size 12. The different size text and
fonts on the leaflet gives more importance of information over other pieces on information.
For example the title of each section is more important than the website links as it gives the
leaflet a good structure (refer to leaflet design 1).

On both the poster and the leaflet, the colour schemes will be bright and colourful to
capture the attention of passers-by and the target audience. The main colour scheme for
the poster is green, pink, blue and yellow, the bright bold colours imitate the festival’s
atmosphere. The leaflet’s cover page will be similar – the same bright and bold colours will
be used to capture people’s attention. Inside the leaflet, it will have a plain background so it
doesn’t take any attention away from the information inside. It will have a lot of colour from
the front cover and the images and graphics used (refer to graphic designs 2). The colour
scheme is crucial as it intrigues the target audience and also gives people an insight about
what the poster is leaflet is about.

Refer to the poster ideas for the layout (ideas 1 and 3). For the poster, the layout will be
simple as I don’t want to overcrowd it with information. It’s important to have the
masthead at the very top of the page as it gives context to the poster. The location, time
and date will be stated at the top corner of the page as that is the most vital information.
The main act and music acts will be below the masthead – this is the information people will
look for first when going to a festival. The website and social media links are featured at the
bottom of the page as people will visit these once they have read the poster. The layout is
very efficient and easy to navigate your way around. The information is set out very clearly
so that the poster is simple to understand. The background has 3 different colours which
will be incorporated into the graphic design (refer to poster design 3). The writing will be
black so it doesn’t clash with the colours in the background. For the leaflet (refer to leaflet
design 1) the front cover will be very similar to the poster but with less information – the
front cover will only include the masthead and the graphic design. Inside the leaflet, there
will be a border around the whole page which gives it a professional and clean look. Inside
the border, there will be different sections with titles, discussing the festival such as the
food, the music, how to contact, social media and the festival map. Surrounding each
section there will be a border and images around the outside of the page. The background
will be plain, the writing will be black and the titles will be in bold. The layout of the leaflet is
easy to navigate and look at.

Target audience

The poster and the leaflet don’t have specific target audience as the client hasn’t given us an
idea of the audience, however, we can find out the target audience via statistics. In order to
determine the audience we have identified any demographics we think are suitable. We
want the poster and leaflet to appeal to anybody who is interested in festivals. However,
the four demographics that we have focused on and have decided on as a company, is the
age, socio-economic, gender and a mainstream audience. The age of an individual can
certainly affect the development of a product, for example, the language used and the
complexity of the language will depend on the target audience. The poster and the leaflet
are designed to persuade and inform whoever will attend the festival which means they will
be targeted at people from late teenagers, around 18 years old to mid-30’s, around 37. The
information on the poster isn’t in depth, (this is because the purpose is meant to be
captivating to the audience and easy to understand when passing by) however, the leaflet
will have language which is only suitable for the target audience, as younger ages won’t be
able to understand it. People who attend festivals at the age of 18 are likely to have more
disposable income, meaning they have more money to spend on festivals. It’s possible that
they will be in school and not have a full time job, so they have more time to spare. People
aged 30 to around 37 years old are not likely to go to a festival as they have don’t have
much disposable income as they have families and children. People above 40 are likely to
attend as they’re children will have grown up, meaning they now have more money to
spend on festivals.

Source: https://www.statista.com/statistics/438157/age-distribution-of-festival-goers-in-
europe/

The second demographic which we have concentrated on is the audience being mainstream
as we intend for the poster and leaflet to have the widest possible audience for the festival.
The poster and leaflet appeal to a large audience as they include simple language so that
many people can understand. Despite the poster and leaflet being in English, the graphic
designs, colours and the names of all the music acts portray that they are taking about a
music festival. The colour schemes on both also include many different colours which
appeals to many different people – gender, age, sexual orientations etc. (they don’t have a
specific gender audience). The fact the advertisement is based on a festival, widens the
target audience itself as festivals are extremely popular amongst people, specifically, 18-37
years old. The genre of the festival is pop music which is the most popular music and
enjoyed amongst the majority of people – people from different ethnic backgrounds and
religions as well. Pop music is a vast genre within the music industry and covers the majority
of music. Because festivals have a wide audience of people from the ages of 18-37 means
that the festival will be a mainstream festival, as it appeals to many people.
Source: https://www.statista.com

Next, we have to consider the socio-economic of the audience – this is concerned with how
much an individual earns together with their class. This links in with the age of the audience
and the disposable income of a person. As we have said, people aged 18-37 years old are
the group more likely to attend a festival. relating to the age, people ages 18 – mid 20’s will
have more disposable income due to still possibly being in education, not having a full time
job and not having a family to take care of. Whereas, people in their 30’s will likely have a
job and have a family to take care of which means they will have less disposable income
than younger people. Class also plays an important role when attending a festival. The
higher the class you are, the more money you have which means you can spend money on a
festival.

Finally, the advertisements will be promoted to both genders and won’t be targeted at one
specific gender. This is because festivals are usually 50/50 with males and females who
attend. Specifically, there are over half (60%) of those who attend are women in 2016.
Because there isn’t a drastic difference in statistics, the advertisements will be promoted
and intrigue both males and females. For example, the colour schemes are gender neutral
(using multiple different colours such as yellow, green, blue, pink etc. which aren’t specific
to any gender). Generally the poster and leaflet will have a simple background with vibrant
colours and loud images. Because the poster and leaflet are gender neutral, they should
attract an equal number of males and females. Another reason to target them at both
genders is so it widens the festivals audience as much as possible.
Resources and personnel

Resources and software:

We will use resources such as paper, pens and pencils initially to start with in order to write
down any initial ideas that we have as a company for the graphic designs and
advertisements. To record our initial ideas, we will use the blue-sky thinking method, we will
create a mind map and a SWOT analysis on paper, in order to organize our thoughts and
come up with a plan and a design for the products. To create a plan, we will use Microsoft
word to write down any ideas we have as a group about the graphic designs or layouts of
the poster and leaflet. Finally before we start creating the final design, we will create a
mood board on Microsoft PowerPoint, including text and font colour and size, the colour
scheme and images that fit with the content of the advertisements. We have designed three
poster ideas, two leaflet ideas to decide on the best layout, content and colour schemes.
After we have decided on what poster and leaflet has the best design, we will use a desktop
computer, mouse and keyboard, to access fireworks and Adobe Photoshop in order to
create and complete the final digital graphics and to edit the design and layout for the
poster and the leaflet, we will use Adobe Photoshop.

Personnel:

Group work: As we have a small production group, I will allocate people a few jobs to do at
a time. Firstly, as a group we will write down our initial ideas by using the blue-sky thinking
method in order to get down as many ideas and as much information as we can. We will
also create a mind map and a SWOT analysis to help us organize our thoughts and ideas and
reduce ideas down to find out final design. We will also create a mood board on Microsoft
PowerPoint including the colour scheme, text and images we are thinking of using.
The photographer will gather images and professional photographs from a festival setting,
to include on the poster and the leaflet. We need to capture our own images so our
company doesn’t get copyrighted. The photographer will use a professional camera to
capture the best quality images of the festival, the atmosphere, the people and the food
and drinks available. The graphic designer will draw the final graphics on paper and create
the graphics using software such as Photoshop, Microsoft word and fireworks. The editor
will take the graphics and edit them on Adobe Photoshop software and edit and bring the
poster and leaflet designs together to create the final piece. I will decide what size the text
is and what fonts we will use, I will then write the content that will be on the poster on
Microsoft word. Finally, we will come together as a group again to share our last thoughts
and opinions on the advertisements and discuss if anything needs changing.

Assets table:
Distribution and marketing

To ensure that the advertisements will be distributed and marketed well, we have to make
sure we create an efficient and well thought out plan for the event. First of all, we will all
come together as a company and set out goals for the finishing products. Goals are the main
motivation for moving onto the next steps of planning the event. Next, set a reasonable
budget for the advertisements. Because we are a small production company, the budget will
be small so we need to carefully consider the plan and strategies for the event. The small
budget we have thought of means we can come up with a creative distribution and
marketing plan within our budget. In order for the distribution and marketing methods to be
effective, we need to properly identify our target audience which we have identified
already. If the advertisements identify a specific individual or group of people, people are
more likely to respond to this way of marketing, as the advert is specific to them. It will
make the audience feel included and special.

Physical distribution:

So, in order to distribute and market the advertisements in the correct way, we will consider
to best strategies and methods for the specific target audience. The target audience being
people ages 18-37, equal between females and males, a mainstream audience and
considering the socio-economic demographic, I will display the poster in high traffic areas in
order to capture the attention of lots of people passing by. For instance, we will put them in
a popular shop’s windows, in the town village, outside a school gate, or in highly populated
areas such as train stations or bus stops. This traditional distribution method isn’t expensive
and is highly effective or both older people and younger people. First of all, we will
distribute the posters in train stations and bus stops as many college and university students
take the train or bus to school, which is the target audience for the adverts. As well as train
stations and bus stops, the posters will be distributed outside universities, collages and high
schools, as this is where the poster will get young people’s attention. Posters will be hung
up in popular villages next to or near schools to capture the attention of young students
such as people in college and university, as this is who the festival is aimed at. The village is
an efficient way of distributing the poster to older children and adults and will hopefully be
intrigued by the poster. Because this is a high traffic area, many people will be able to see
the posters, which will essentially widen the audience of the festival. All of these locations
will be an effective way to distribute the product to the widest possible audience and to
target the audience because they are highly populated areas and areas with the most
adolescents and young adults.

A few ways that we can distribute the leaflet are quite different to the way in which we will
distribute the posters. Firstly, we will distribute the leaflet within popular shops in villages
such as music shops, as it will hopefully attract specific people or a specific group who enjoy
festivals.
Next, as a company we can recruit volunteers to post out leaflets through peoples doors.
This is a way of crowd sourcing – in return, the volunteers will receive 50% off their ticket to
the festival. Because our audience are mainly teenagers, young adults and parents with
older children, this means they are going to have more disposable income to spend. This
means that we will most likely post leaflets through university accommodation and houses
near or next to schools as this is likely where young
people live. This method of distribution won’t be as
effective for capturing young people’s attention but it
will be for older people, as they aren’t likely to have
social media.

As you can see from the statistics, ‘by post’

distribution is more popular for older people by over
30% as they are less likely to have access to social
media. We can also see that older people receive mail
through a desktop computer or laptop. We will discuss
email marketing in the next paragraph, however, we
can see now that email marketing will be an efficient
way of marketing as older people will also receive the
advertisements through emails.

Digital distribution and marketing:

Social media is the main way to distribute and market a product. As we are in the
technology era, the majority of the population have access to social media which means it
will be the most effective way to distribute this product. We can create a business social
media account for free so we can gain followers and see the analytics of the account
(account activity, people who follow, like and share). We can create an advertisement for
each poster and leaflet on social media which can be shared amongst many social media
users, called viral marketing. In order for the advertisements to be targeted at a specific
audience and to make the product specific to an individual or group of people, we can use
cookies and data, so that the advertisement will be shown on people’s social media pages
that are interested in festivals. This makes the audience feel included which means it’s more
likely that people who receive the advertisement will attend the festival. Another way of
marketing the products is to use email marketing. Email marketing is the act of sending a
message to a group of people or specific individual through email. It is a very effective way
of marketing a product – “Email marketing is most trusted form of
communication with 77% of consumers choosing email over other
online channels”. Another benefit to email marketing is that it
isn’t expensive, “On average, a mid-size business can expect to
spend $9 - $1,000 per month on email marketing if they self-
manage their campaigns”. We can target specific people by using
cookies, data and looking at people’s postcodes as we need to consider the socio-economic
demographic.

The physical way of distribution will most likely intrigue older people as they are least likely
to have access to modern devices/applications such as iPhones and social media. The digital
distribution methods will mainly be targeted at younger people due to the number of
younger children who have access to social media.