S H E L BY LU C I E R

T H I S P O W E R P O I N T W A S C R E AT E D B Y S H E L B Y L U C I E R .M O S T W O R K WA S TA K E N F R O M T H E S C S A G E N C Y B L O G , B U T

H A S B E E N E D I T E D .

A L O T.

Absolutely Everything – Backstitch Production

Balzano’s Delicatessen: Research

As one of our 3 choices for advertising clients, we thought we'd think a little outside the box and go with one that wasn't on the list of choices for clients. That way it'd be more unique and different from everybody else's in the class.

I (Shelby) suggested Balzano's Deli in Cambridge as one of our client ideas. When digging into the research area, I realized that there wasn't much about Balzano's online. All there really is that they themselves monitor and post for, is a Facebook page.

Initial Planning & Research – Slide 1

B A L Z A N O ' S D E L I H A S B E E N A N O N G O I N G FA M I LY B U S I N E S S F O R T H E P A S T 4 0 Y E A R S ( O R M O R E ) . I T ' S L O C AT E D I N V E RY C E N T R A L C A M B R I D G E , D O W N C H E R RY H I N T O N R O A D . E V E RY D AY AT A R O U N D 4 A M T H E B A K E R S A R E I N T O S TA RT B A K I N G B R E A D

A N D P I Z Z A S F O R T H E D A I LY S A L E S A N D L AT E R O N I N T H E M O R N I N G F R E S H P A S T R I E S A R E A L S O B A K E D .  

T H I S I S A G O O D P L A C E T O A D V E RT I S E B E C A U S E T H E Y ' V E A L R E A D Y G O T A R E A L LY S T R O N G B U S I N E S S G O I N G S O B U D G E T S F O R G O O D S O U R C E S O F A D V E RT I S E M E N T W O U L D B E E A S Y T O G A I N A N D I T H A S A S E L E C T I V E R A N G E O F C U S T O M E R S T H AT C O U L D E A S I LY B E B R A N C H E D O U T E V E N F U RT H E R T O A W I D E R R A N G E O F A G E S .

T H E Y ' V E A L S O O N LY G O T FA C E B O O K A N D A FA N TA S T I C W O R D O F M O U T H T O G E T T H E G O O D R E V I E W S A N D N E W C U S T O M E R S - H O W E V E R , T H E Y C O U L D E A S I LY G O M U C H

F U RT H E R A N D P U T U P M O R E S O C I A L M E D I A N E T W O R K S A R O U N D .

W E T H O U G H T T H AT T H E B I L L B O A R D I D E A W O U L D B E A G O O D O N E A S W E F O U N D O U T T H AT T H E P R I C E T O P U T O U R A D S U P I S R E A S O N A B LY S M A L L P E R M O N T H , A N D T H E

B I L L B O A R D W E W E R E L O O K I N G AT W A S A P A RT I C U L A R LY G O O D L O C AT I O N A S I T W A S J U S T A 1 0 M I N U T E W A L K U P T H E R O A D I N T H E L E I S U R E C E N T R E I N F R O N T O F

C I N E W O R L D . A N D E V E RY B O D Y K N O W S T H AT T H AT I S T H E K E Y L O C AT I O N F O R H I L L S R O A D S I X T H F O R M C O L L E G E S T U D E N T S T O G O F O R L U N C H .

Balzano’s Delicatessen: Research

Initial Planning & Research – Slide 2

Nanna Mexico: ResearchNanna Mexico is located in two places in Cambridge:29 Petty Cury                                                         33 Regent StreetCambridge                                                            CambridgeCB2 3NB, United Kingdom                                    CB2 1AB, United Kingdom

Nanna Margarita used to live in Mexico City created the first Nanna Mexico in 1958. She was a single mother with seven kids, who desperately needed some food. Times were hard but one day Nanna Margarita set off to go out on the street with her kitchen table laden with fresh ingredients. From that day on Nanna Margarita created the Nanna Mexico, she turned market-bought ingredients into mouth watering meals for the local factory workers.

Nanna Mexico is not just about the delicious food but also has a story of struggle behind it. The fight for survival Nanna Margarita had with her seven kids and the passion and motivation within her to bring Nanna Mexico to life. Nine years ago Luis had a passion to bring his Nanna's Mexico to the UK, to bring the smell, the colours, the textures, and most importantly, the ingredients of his Nanna’s kitchen are what you will find in his Nanna Mexico. Luis has come a long way from the table in the streets but as Luis says:

 "I like to think that my role now is the same as my nanna’s was way back then. To serve you delicious, fresh food to nourish you for the day ahead." 

Initial Planning & Research – Slide 3

Nanna Mexico: Research This is the logo:

They have many ways of promotion. One way is their Nanna Mexico van.

Initial Planning & Research – Slide 4

Also another way to get their customer coming in is with the advertising they have on their website: http://www.nannamexico.com

People love offers and feeling like they have got something good value. The £10 every evening  for  a main item, chips and salsa any drinks and dessert is a great offer and will draw attention to many people, such as families and people

on a night out.

The Student Monday is a great appeal to all the students studying in Cambridge. They’re always looking for cheap but good value.

They also advertise their social media networks on their website. They say, “Follow us on Twitter and grab an offer every Tuesday”. This is giving the

customers a hope of offers and a great meal out.

Backstitch: ResearchADDRESS:                                                   Backstitch Burwash Manor New RoadBartonCambridge CB23 7EY

Alice Synge is happily married with two boys (aged 4 and 7). She is also the founder and owner of Backstitch Co,.

Backstitch originally started in her home office while she was looking for 'the business idea' that will change her lifestyle.

Alice finally decided she wanted to sell fabric online in 2010. Only recently she opened her first Brick and Mortar store in March 2014. By opening a retail premises the business has changed rapidly. It has come much further then where she started off.

Alice's day starts with Backstitch when doors open 10am until they close at 5pm.

Initial Planning & Research – Slide 5

Burwash Manor has 17 different units, including cafes, shops and even a haberdashery, that bring

something different to the community.

They've been up and running for 20 years and are still expanding. Later this year, the farm is hoping

to open a new restaurant. This is ideal for a day out for families. Farm life are also available to see and at Christmas time, you can even buy a Christmas

Tree!The store itself is a fabric and haberdashery retailer that sells contemporary patterns, books, fabrics and

haberdashery for quilters, dressmakers and crafty sewers. ***

Backstitch also have various classes in dressmaking, embroidery, hand sewing, machine sewing and quilting for anybody, no matter what the level, at the main shop. It is located on

a farm at Burwash Manor in Barton, just outside of Cambridge.

Branching Out

They advertise in many different ways, such as their website:

http://www.backstitch.co.uk/

By going on the website, you will also see the many different networks that Backstitch is subscribed to – such as email, Facebook, Twitter, Pinterest, Instagram and Flickr.

Backstitch: ResearchInitial Planning & Research – Slide 6

Advertising PlanProposal Identifying:Our brief is to advertise the haberdashery store ‘Backstitch’, located in Burwash Manor. They sell fabrics, threads, buttons etc.

The store owner also holds classes that vary from beginner to advanced levels.

Although our main aim is to advertise the product of the store, it is also to advertise the sense of community in hope to be a part of a bigger audience one day. Our aim is to share the Backstitch experience with new people so that they can interact with the Backstitch shop and feel free to get advice on haberdashery. 

The objective of advertising the store is to make it known to potential new customers. The target markets that the client wants to reach are: 

Young women/men whose hobbies include craft,students that are taking a course in textiles or fashion, people with more

experience with sewing etc.

For this campaign we wanted the message to be short and sweet – something that is catchy – but more importantly, something that defines Backstitch and the theme that we are going for. Below is the campaign message we came up with:

We are trying to bring a fun and interesting spin to haberdashery into our new generation and keep the past generation up to date with new exciting designs.

Advertising PlanGood uses of advertising would be thinking about the different locations of where the audience could see them most depending on the whether. For instance; In the winter, when it is most likely to be raining, people will be indoors more. They’ll be using buses rather than walking so bus shelter billboards would be good locations. In cafes, shops etc. Wherever people may go to avoid rain and cold.

In summer, there will be a lot of different aged people on summer holiday, and families out on picnics and trips etc. Good places at this point would be places like co-ops and other convenience stores so when people go to buy drinks and/or lunch, they will see the advertisement.

However, something for the client to consider is that changing the locations and/or sizes of advertising may be quite cost effective.

We were aware that there were different seasonal sales that are released in summer, autumn, winter and spring.

The one we had just missed was the winter sale, selling wooly clothing and thicker fabrics. We brought this to Alice’s attention and she stated that as the general idea of Backstitch remained the same throughout the year, she thought that keeping the advertisement should remain the same as well.

Whilst listening and agreeing with this comment, we also thought that maybe we could juggle the ideas around by using different colour schemes and only slightly altered images.

A F T E R R E S E A R C H I N G T H E P O S S I B L E L E G A L A N D E T H I C A L I S S U E S O N T H E A S A . O R G . U K W E B S I T E , W E D I S C O V E R E D T H A T N O T M A N Y F A C T O R S O F

L E G A L I T Y A N D E T H I C A L I S S U E S A R E A P P L I C A B L E T O O U R S O R T O F A D V E R T I S I N G .

T H E R E A R E T W O M A I N C O N S I D E R A T I O N S . O N E O F T H E S E A R E S E N D I N G O U T I D E A S A B O U T B A C K S T I T C H T H A T A R E N ’ T T R U E O R T H A T A R E

E X A G G E R A T E D . S O W E C A N ’ T S T A T E T H A T B A C K S T I T C H H A V E A C E R T A I N T Y P E O F C L O T H I N G O R C A R R Y A C E R T A I N A M O U N T / T Y P E O F A P R O D U C T T H A T T H E Y

D O N ’ T O R T H A T I S I N A C C U R A T E .

T H E O T H E R I S U S I N G H A R M F U L A N D / O R O F F E N S I V E M A T E R I A L .

“ M A R K E T I N G C O M M U N I C A T I O N S M U S T N O T C O N T A I N A N Y T H I N G T H A T I S L I K E L Y T O C A U S E S E R I O U S O R W I D E S P R E A D O F F E N C E . P A R T I C U L A R

C A R E M U S T B E T A K E N T O A V O I D C A U S I N G O F F E N C E O N T H E G R O U N D S O F R A C E , R E L I G I O N , G E N D E R , S E X U A L O R I E N T A T I O N , D I S A B I L I T Y O R

A G E . C O M P L I A N C E W I L L B E J U D G E D O N T H E C O N T E X T , M E D I U M , A U D I E N C E , P R O D U C T A N D P R E V A I L I N G S T A N D A R D S . ”

W I T H T H I S I N M I N D , W E M U S T B E C A R E F U L N O T T O S U G G E S T A G E I S M , S E X I S M O R T H A T B A C K S T I T C H I S PA R T I C U L A R LY F O R O N E

S P E C I F I C G E N D E R O R A G E .

T O A V O I D A C C U S A T I O N S O F O U R A D V E R T I S E M E N T S B E I N G A G E I S T O R S E X I S T, W E M U S T E N S U R E T H A T W E I N C L U D E B O T H G E N D E R S

A N D P E O P L E O F A L L A G E S ( F R O M B A B I E S T O O L D E R P E R S O N S ) I N O U R A D V E R T I S E M E N T S . W E C A N A L S O D O D I F F E R E N T T H I N G S W I T H

T H E I M A G E R Y A N D C O L O U R S C H E M E S .

Legal & Ethical Issues

COPYRIGHT GROUNDS?

AN IMPORTANT TH ING TO REMEMBER IS THAT AL ICE WAS THE FOUNDER OF ALL OF THE

DES IGNS , SHOPS ETC . G IV ING FULL CRED IT TO HER ON EACH

ADVERT ISEMENT IS IMPORTANT.

Legal & Ethical Issues

Initial Print Based Ideas

Pricing & Details (Researched)

Press Mag Media – between £2000 and £3000 (No. 0845 619 5566)

SCC Newspaper (Colour, midsection) – £2102

AW House – £250 (5 pages, A5)

Booklet – £311 (30 pages, A5): no. 0202 291 7258

Billboard – No. 0865 643 1020

InstaPrint (Stickers) –

3.7x3.7cm (Circular) 100 copies for £9.00 and15,000 copies for £135.00.

Production Plan Campaign - Meeting Schedule

Campaign Schedule Containing:We need to meet with the client and discuss a few

objectives:

1st meeting - We will discuss the client’s wants and needs and show our initial designs and see what they think and if it’s along the lines of what she was thinking. We will also so discuss budget and location.

2nd meeting - We will come back to the client having done the research with development of our designs and the cost of production, get feed back and anything she wants to add on to the design.

3rd interaction (with client via email) - Send the client the final design proposal. Feedback on if they want to follow through with production. If so, what quantities are needed?

4th interaction (with client should be via post (to the store) - including the print advertisements requested. 

Production Plan - Meeting/Communication with Client: Schedules & Dates

We also had to ask the client if there were any promotional offers she would like to include in the typography of the designs. We also needed to understand whether the print based advert we were going to create needed to be a classic design that can be reused so the client saves cost.

On the other hand if she wanted to make the adverts more seasonal, like ones that would be trending during holidays etc, this would bump up production cost depending on colours and quantity of objects in the design. This was not included in the brief the client sent over so it would be an important to enlighten them if they had not thought of it.

Production Plan 1 - Proposals

Sticker Development

7.5cm width

6.5cm width

8.5cm width Practicing the Logo

The outline of the form/style/content of each advertisement is simple. With the stickers, they are a basic circle that would hopefully be used when something is purchased at the shop and the customer gets a paper carrier bag to carry their shopping home in. It is meant to be an eye-catching yet subtle design of the ‘B’ for ‘Backstitch’ on each sticker, including an item or a summary of what can be found at the shop.The position in the market would be

quite low and within customer range. They would have had to have heard of the shop to actually go there and purchase something in order to see the sticker. However, it would be possible to make these stickers available for purchase and in that case, they would be advertised by the websites that Backstitch use almost daily.

The target audience would hopefully be women (and maybe even men) of (the approximate) ages 12 and above who have an interest in sewing and/or crafts. It could also be inviting to those who are looking for a new hobby and are interested

in beginning sewing lessons and/or classes.

Production Plan 2 - ProposalsFor each idea that we presented, we took notes on the ideas that she liked, disliked and any changes she’d like us to make. We also recorded our whole meeting so we could track back later on anything that we might have missed.With the postcards, the worry of Alice’s was that the use of people in the postcards might not give the true reality of her shop and her customers. She was also aware that if we decided to use models that she’d have to pay them which would potentially have been a great loss of investment.

POSTCARDS:Prototype 1, 2 & 3 – The form of advertisement is a double sided A5 postcard/leaflet that could be distributed in many ways, such as posting them through doors, handing them out in town and/or busy places, giving them out when customers make purchases, sending them via email/post to customers with memberships, leaving them in cafes & posting it on social networks etc.

The position in market is high in terms of being in contact with people who may not have heard of Backstitch before as it would quite easily become very noticeable. It would have a repetitious effect where people would see it over and over again and finally stop to have a look at what it is. It would hopefully eventually become just a simple word-of-mouth that gets customers into the shop. We are hoping to get Alice to agree with our train of thought ‘you need to use money to make money’. She is concerned about the price of putting this advert places, but [Shelby] tried to explain that actually using a good amount of money could be beneficial in terms of reaching new customers.

The target audience would hopefully be women (and maybe even men) of (the approximate) ages 12 and above who have an interest in sewing and/or crafts. It could also be inviting to those who are looking for a new hobby and are interested in sewing. It could also be attractive to children because of the gentle feel to the postcard and the use of the pastel-shaded colour scheme.

Hand-SketchedPrototype 1

Hand-SketchedPrototype 2

Hand-SketchedPrototype 3

WE DECIDED…We decided to completely scrap this idea and to just simply stick to the postcard idea and the sticker idea as they are both simple, yet effective.

Production Plan 3 - Proposals

THE VIDEO ADVERTISEMENT:

Alice said that she felt that these ideas were “too ambitious” for such a small business and she’d rather stick to print-based advertisements.

She feels that, again, using models/customers as models would not represent the customers the way she wants them to.

She also has concerns about needing to pay the models, costing her business more money.

Recce Report (above)

Production Plan Official Files

Including Timescale & budget, risk assessment & recce report.

Timescale & Budget

Absolute Deadline for 2 Final Products- Friday 13th February

Resources & Equipment We Will Need- Tripod & Camera (With a Memory Card & Full Battery)- Fabrics from Backstitch shop to take images of- Adobe Photoshop & Adobe Illustrator (Laptop)

Time Budget- Sharmin taking photos of everything & recording meetings- Christen designing sticker and printing- Christen making final notes- Shelby designing postcards and printing- Shelby editing notes made - Shelby contacting Alice when needed

This activity will take 9 hours minimum (this is including bus journey, walking time and lesson time).Each bus ticket costs £4.20 per person (for a Day Rider).

Minimum wage for an Under 18 is £3.79 per hour.Lesson hours per week – 7 and a half hours.3.79 x 7.5= £28.437.5 x 5 weeks = 37.537.5 x £3.79 = £142.13

£142.13 + £4.20 + £4.20(bus money) = £150.53 each (This is not including printing costs)

Hazard Who could be harmed?

How is it controlled?

What further action is necessary to control all risks?

Having to stand if the bus is too full

Us, and everyone around us

By making sure that we are securely holding onto the handles

If the bus is at full capacity, wait for another.

When getting off the bus, we will need to cross where there is no designated crossing

Everyone crossing the road

Inform one another that there is an unsafe crossing.

Stop, look & listen for any cars that could be passing by.

Walking towards the farm, there will be no pavements

Everyone walking towards the farm

Inform team members that they must be extra aware of vehicles

Remove all earphones and anything that could block our vision/judgement

In the shop there may be objects on the ground

Everyone in the shop

Being aware of surroundings including people & objects

If one sees something on the ground that could be out of place, pick it up or clear it away

Risk Assessment

Planned Route

Visiting the Shop

These are screenshots from the first meeting we had with Alice. We met arrived at about 12pm, walked around the other shops around Burwash Manor to get some background information of the location, we went to the café to discuss the briefing plans and go over the ideas and at 2pm we went to meet with Alice to discuss our advertising & production plans. She was quite overwhelmed with how many ideas had been brought up. She decided that she was mostly fond of the stickers and the postcards so when we left, it had been really narrowed down so we could begin further planning.

Emails between client and team following from the second meeting with all feedback on semi

final pieces.

Cover Letter & InvoiceThe letter says:Dear Alice,

Please find the invoice I have attached below. I have added the printing costs of both stickers and postcards. I found a source online which states that the minimum wage for Under 18s is £3.79 per hour. I have then added the total hours spent working on the designs (which added up to 37.5), meeting with you, bus travel and fare and added everything up.

The total, which is £1,981.02 (not including VAT at 20%), is including both sticker and postcard printing costs in colour: £1,800 for the postcards and £54 for the stickers. These two prices subtracted is the pay that Miss Yousuf, Miss Saptou and I will receive each. If you have any questions about your invoice, please do let me know so that I can try and explain in further detail. Thank you for your time, care and attention. We have enjoyed working with you and are looking forward to future projects that you, as our client, will give us. Kind regards, Shelby Lucier(Main Director and Editor)

 

THESE ARE THE PIECES THAT [SHELBY] DESIGNED. AL ICE ST ILL WANTED SOME ADJUSTMENTS TO BE MADE, SO IT WAS

DECIDED THAT THEY WERE NOT THE F INALS.

Postcard Semi FinalsLogo

WebsiteAll of the Social Network Sites Included

Slogan

LogoWebsite

3 Main Social Networks Used by ClientSocial Network Logo

Slogan

LogoWebsite

All Social Networks used by clientSlogan

W I T H B A C K S T I T C H C O L O U R S C H E M E S A S T H E B O A R D E R A N D T H E F O N T & F O N T C O L O U R S .

L O G O , W E B S I T E A N D 3 M A I N ( M O S T F R E Q U E N T LY U S E D ) S O C I A L N E T W O R K S U S E D BY C L I E N T F O L L O W E D BY S L O G A N

T O T O P I T O F F A N D M A K E I T L O O K C L E A N C U T.

Postcard Finals – Shelby’s Design(Front)

W I T H B A C K S T I T C H C O L O U R S C H E M E S A S T H E B O A R D E R A N D T H E F O N T & F O N T C O L O U R S .

L O G O , A D D R E S S O F S H O P, C O N TA C T T E L E P H O N E N U M B E R F O L L O W E D BY B A C K S T I T C H E M A I L A N D A S U M U P O F W H AT T H E C O M PA N Y I S T O T O P I T O F F A N D M A K E I T L O O K C L E A N

C U T.

T O TA L F O R 2 0 P O S T C A R D S P R I N T E D I N C O L O U R - £ 9 0 0

Postcard Finals – Shelby’s Design(Back)

U S I N G A M I X T U R E O F T H E C O L O U R S C H E M E S BY B A C K S T I T C H , A N D A F O N T T H AT W A S N O T P R O V I D E D BY

B A C K S T I T C H C O M PA N Y.

T H E L O G O W A S P R O D U C E D BY U S I N G A M I X T U R E O F A D O B E P H O T O S H O P A N D A D O B E I L L U S T R AT O R .

T O TA L F O R 3 0 0 S T I C K E R S P R I N T E D I N C O L O U R - £ 2 7 . 0 0

Sticker Finals – Christen’s Design

FINAL – A1 Sheet

We made an A1 to display each phase we went through from initial design to the final outcome.

We produced two designs for two products - a postcard and a sticker, that would be manufactured to the client's desirable quantity.