Penny-Ann Michael

C R E AT I V E F O L I O P E N N Y- A N N M IC H A E L CONTENTS BACKGROUND .............................................................................................. 4 ACE MEDIA ................................................................................................. 4 THE CLIENT: ALLIANCE FRANÇAISE DE BRISBANE ...................... 6 PRIMARY RESEARCH ................................................................................. 7 S.W.O.T Analysis .......................................................................................... 8 ONLINE SURVEY ....................................................................................... 9 SAMPLING & OBSERVATION............................................................... 10 SECONDARY RESEARCH ......................................................................... 12 LANGUAGE & CULTURE ....................................................................... 12 COMPETITORS ........................................................................................ 14 TARGET AUDIENCE .................................................................................. 15 MEET BECK .............................................................................................. 15 ADVERTISING OBJECTIVE ...................................................................... 16 CREATIVE BREIF ....................................................................................... 17 IDEA DEVELOPMENT ............................................................................... 18 AF VS EVERYONE ELSE ........................................................................ 18 AWKWARD MOMENTS .......................................................................... 19 CLICHÉS .................................................................................................... 20 2 CREATIVE DEVELOPMENT..................................................................... 22 THE CHOSEN CONCEPT ........................................................................ 22 INITIAL CONCEPT SCAMPS ................................................................. 23 THE FINAL CAMPAIGN ............................................................................ 25 DIGITAL: SOCIAL MEDIA COMPETITION ........................................ 25 RADIO SPOT ............................................................................................. 27 OUTDOOR AMBIENT: RATATOUILLE ............................................... 28 AMBIENT: PRICE TAGS ......................................................................... 29 OUTDOOR & PRINT: FASHION ADS ................................................... 31 PRINT: MAGAZINE TRAVEL ADS ....................................................... 34 ACTIVATION: WINE LIST ..................................................................... 36 OUTDOOR AMBIENT: MANNEQUIN DISPLAY ................................. 37 TIMELINE..................................................................................................... 38 BUDGET ........................................................................................................ 39 REFERENCE LIST ....................................................................................... 40 STATEMENT OF ORIGINALITY .............................................................. 41 3 BACKGROUND ACE MEDIA Hannah Dunn Penny-Ann Michael Art Director, Media Planner “Does this look centered to you?” Copywriter, Account Manager “Does this sound right to you?” 4 To develop and execute this advertising campaign we wanted to rely on the skills of time management and organisation in order to implement a schedule, deliver the brand message and create ideas that would be effective in the campaign’s success. Ace Media is friendly, professional and happy to do the work to bring the client a successful campaign 5 THE CLIENT: ALLIANCE FRANÇAISE DE BRISBANE The client of this campaign was Alliance Française de Brisbane (AF) who are a cultural and language centre, located at West End. They are a not-for-profit organisation who were founded in 1907, and since then are a part of a large international network with over 800 associations over 133 countries around the world (Alliance Française de Brisbane, 2016). With Alliance Française their goal is to teach the French language, promote the culture and encourage cultural diversity (Alliance Française de Brisbane, 2016). The following key points are what AF believe to be aspects that set them apart from other language schools.  Offer group classes and private tuition for all levels and ages from the absolute beginner to the most advanced learner  Courses follow an internationally recognised progression in line with the CEFRL (Common European Framework of Reference for Languages)  Tutors are fully qualified to teach French as a foreign language  Highest quality of teaching using the latest technologies  Class size is limited to 14 students to cater for individual needs  Students are placed in a course according to individual level, expectations and needs  Benefit from a real French experience with numerous cultural activities and French speaking staff  Internationally recognised certifications of French as a foreign language  French library and bookshop for learners of all ages and levels  Membership available with extra services and special discounts  Highest standards and fairest prices Alliance Française de Brisbane 6 PRIMARY RESEARCH The research was a crucial element in the success of this campaign. It was important for Ace Media to understand the surrounding factors of AF in order to create ideas that would be effective in resolving its advertising problem. With the research it was important to gain insight to know what the industry was about, what the company had to offer, what the competition were doing, and every possible thing there was to know about the target market. 7 S.W.O.T Analysis The following S.W.O.T analysis will determine Alliance Française de Brisbane’s internal strengths and weaknesses, as well as its influencing external factors which will STRENGTHS WEAKNESSES aid in determining its opportunities and  DELF/DALF Examinations  Limited classroom space threats (The Economic Times,  Recognised by French ministry of  Limited class sessions 2015). education  Low budget organisation – no proper  Internationally recognised advertising allocation certifications  Weak brand reputation  Catered courses – courses for all ages  Limited staff with knowledge of and levels of learning marketing  Expert teaching staff  Low customer awareness of their  Popular locations – well known areas services OPPORTUNITIES  More demand for learning French  Increase in customers wanting to experience French culture  Consumers wanting services that correlate to their interests – travel, language development, etc.) THREATS  Actions of competitors  Changes in customer wants & community attitudes  Consumers become disinterested in what AF has to offer 8 ONLINE SURVEY The online survey was conducted through Survey Monkey in order to gage the target market’s thoughts on travel and language, in particular travelling to France and the French language and culture. The questions that were most beneficial in gathering the information needed were the following, and with each question several options were given to get a clearer understanding of our target market;-. 9. What is your age? What is your gender? Is world travel important to you? What inspires you to travel? Do you think it’s beneficial/important to learn a language before visiting a country? If you could speak another language, which would you choose? Have you heard of the French school Alliance Française de Brisbane? In the past year, have you noticed any advertising for Alliance Française de Brisbane? If you could learn French, what would you use if for? 10. 11. Which of the following social media do you use? 9 SAMPLING & OBSERVATION To obtain further insight of the target market it was essential for Ace Media to engage with them through face to face interviews. For this to happen we walked the streets hoping to gain some knowledge of what appeals to them with regards to the French language and its culture. The question asked was to tell us what first comes to mind when they are asked about the French language and culture. They responded with single words, examples, and common knowledge. Some examples of their thoughts were; the Eiffel tower, wine, snails, fine dining, fashion, chocolate, and romance. 10 With this particular research, there were certain observations that could be made. Now knowing what the target audience were thinking without the influence of advertising, it became apparent that a lot of their knowledge came from what was already out there, and more precisely, what was commonly known. 11 SECONDARY RESEARCH LANGUAGE & CULTURE It is important to know the facts relating to Alliance Française de Brisbane, and in this case the facts had to be about language and culture. There is a need to know what the appeals are of language, who would want these experiences, and how people interact with this subject when it comes to furthering the research and adding to the success of the campaign. There is belief that language is used as a tool for creating a personal connection to life experiences, and having that in mind language is seen as “… not a thing to be studied but a way of seeing, understanding and communicating about the world…” (Shohamy, 2007). With this in mind, there is significant relevance to the connection of language and travel. For instance, how learning the French language would be beneficial to travelling to the country. “A professional stance that understands language as a social practice requires students to engage in tasks in which they create and interpret meaning, and in which they communicate their own personal meanings and develop personal connections with the new language” (Svalberg, 2007). 12 With this chart, it can be seen that due to the lack of teachers, languages as a subject has taken a hit in regards to it being available to students. This then in turn refers to the fact that AF have qulaified teachers to regain the interest of potential students who are wanting to learn French and are searching for options outside of primary and secondary schools. Loss of subjects due to a lack of qualified teachers, 2003–06 13 COMPETITORS It is crucial for Alliance Française de Brisbane to understand who their competition are and what they are providing to their students in order to be able to provide something different and unique. This allows for them to be noticed for their differences by the target group, therefore making them the first choice. The main competitor to AF is French Speak. This company offers French classes that are versatile to fit in with their students’ needs. Their goal is to “make the French language fun and accessible to everyone” (French Speak, 2016). As well as having inexpensive courses and no long-term commitment to the course. French Speak believes in having flexible and realistic classes that are authentic in what they teach to students (French Speak, 2016). 14 TARGET AUDIENCE From the research done a greater insight was had into the target market, and in turn a more defined target was determined. It is believed that with this campaign, the best group of people to reach are young adults aged 25 to 35 years old. This specified group would be first time world travellers, they would have a global outlook on life, therefore, not wanting to remain in one place, as well as being university students, working part-time (Miles, 2016). The key findings that stood out about the target audience relating to their outlook of advertising, were that they are materialistic and want the finer things in life, they’re willing to pay higher prices for what they want, they want to see advertising that is quick, direct and honest, as well as depending on their friends’ opinions and word of mouth when making purchase choices (Valentine & Powers, 2013). MEET BECK With this research in mind, the decision was made to develop a character that would be an ideal representation of the target audience, as well as giving a more simplified explanation of why they are. So, let’s meet Beck, and find out a little about her. Beck is someone who would keep up to date with social apps, she is always looking for a new experience and adventure, and is willing and open to hearing about new opportunities that would help her achieve her goals of obtaining the finer things in life, like travel and cultural experiences. 15 ADVERTISING OBJECTIVE In order to determine what needs to be accomplished with this campaign, the advertising problem first needs to be understood. So, with that in mind, Alliance Française’s problem is that they have low consumer loyalty as well as having low brand recognition contributing to a decrease in student enrolments. From this problem, a solution can be developed, which this campaign will aim to accomplish. The advertising objective that needs to be reached is to increase the number of students by 10%, and also increase brand awareness and recognition by 60%. 16 CREATIVE BREIF 17 IDEA DEVELOPMENT With the collected information the initial three big ideas could take shape and be presented to the client. These big ideas would be the starting point for the development of the campaign. AF VS EVERYONE ELSE This first idea aimed to position audiences to view Alliance Française as their ticket to seeing the ‘real’ France. And that by learning with AF young travellers can go beyond Paris and the Eiffel tower, and enjoy more than simple croissants. This initial concept is about capturing the target group in order to allow them to see that they can have a bigger and better experience of France compared to the average tourist, and go beyond the ordinary. 18 19 AWKWARD MOMENTS This next idea came from looking at common and humorous mistakes made by mispronunciation, leading to misinterpretation. There is always some difficulty in remembering how to pronounce French words and determine whether they are formal, informal, masculine or feminine, and therefore, awkward moments are created through mistakes. These mistakes leave those who speak perfect French shocked and bewildered. Keeping that in mind for this concept, the focus became on those reactions to French phrases being said incorrectly. One example is ordering something in a French restaurant and getting something entirely different to what you were expecting. 20 CLICHÉS This final big idea came from reviewing the primary research again, to find the target market’s initial thoughts on French language and culture. What was found was that these thoughts were all common and therefore cliché. 21 CREATIVE DEVELOPMENT THE CHOSEN CONCEPT The concept from the initial three big ideas that was chosen was Clichés. This idea came across as being the strongest and most flexible idea to work with in regards to variety. To develop this concept further, examples of common French images were explored. 22 INITIAL CONCEPT SCAMPS From the inspiration taken by examples, the following sketches were produced, with the SMP kept in mind through the development stages. 23 24 THE FINAL CAMPAIGN DIGITAL: SOCIAL MEDIA COMPETITION This concept is about a live treasure hunt to win a trip to France. It allows for the target market to interact with the brand by asking them to find the hidden clichés using the hints provided. The hints would be placed through Snapchat stories, which allows them to view it numerous times throughout the day in order to find the hidden cliché. The following two hints were developed as examples. The hints would also include a way to reiterate AF’s message of Expecting more than clichés. That although clichés are found everywhere, AF moves away from that through their ‘Real French for Real people’. 25 The way to judge the winners, is by getting them to submit a selfie with the found cliché in the photo, and posting it on Facebook along with their location and tagging AF in the post. 26 RADIO SPOT The next concept was to have a radio ad. This would be effective as the French accent is very recognisable, therefore, grabbing their attention immediately. It’s also said that people find this accent to be romantic, so as a bonus it’ll put them in a good mood. With the radio ad, there was a need for it to be humorous, to the point and give an explanation of who, what and why. Who is AF? What do they do? And why the audience should care? 27 OUTDOOR AMBIENT: RATATOUILLE With this idea it was about engaging with potential students through food and a visual set up. The way to get the brand across was through the cliché style of food cart and servers would be dressed to show a stereotype. So dressed as a street mime and in stripes. These carts would be set up in areas with heavy foot traffic, such as Reddacliff place, at the top end of Queen Street Mall, and between the mall and South Bank parklands, which is a thorough fair for foot traffic. This ensures that this concept engages with as many potential students as possible. The way AF’s message would be communicated is through the serving cups. With this concept it is a way to simply initiate a discussion of the brand and hopefully further push word of mouth. 28 AMBIENT: PRICE TAGS Fashion trends will always be a big hype no matter who you are, and the trends coming from the Paris catwalks becomes influential to their wardrobes. It’s all about the colours, the fabrics, the designs. However, with this idea it was about being disruptive by saying the cliché is the next big thing to hit Paris, and is now coming to you. Now it’s all about the stripped t-shits, the berets, and the Eiffel tower. 29 With this execution it uses particular price tags to reinforce the brand message of avoiding clichés. The way it would do this is by setting up a pop up store with all the French clichés, called ‘The Cliché Collection’. For instance, stripped t-shirts, Eiffel towers, berets, the French colours, and a lot more. The specially designed price tag would be placed on each item to bring about brand awareness and once again answering the questions of who they are, what they provide and why the people should care. 30 OUTDOOR & PRINT: FASHION ADS This idea is a print execution, which were inspired by the cliché style of high end French fashion ads. These ad layouts would mimic the same style and themes of popular, and therefore well-known fashion ads.This would be effective and have a greater exposure through other platforms such as; Adshel, mobile billboards, social media, flyers and Avant cards. 31 32 33 PRINT: MAGAZINE TRAVEL ADS With this execution it was all about peaking the target audiences’ interest in travel. It was about broadening their thoughts on travelling to France in order to avoid the clichés. This concept was used to showcase the hidden treasures of France, which are less explored than the more common destinations. For instance, the Eiffel tower, the Louvre, and so on. These ads would be set up like a double page spread. However, instead of being side-by-side, it will be one page behind the other. 34 35 ACTIVATION: WINE LIST This next concept is created for the clueless diner, which is a common scenario, especially when at a French restaurant. With this idea it is about that moment when the waiter comes to ask for your wine choice, and looking at the menu it becomes apparent that you don’t have sufficient knowledge to know what’s best to order. That’s where this execution comes into play. The way this relates to the specified group is that they want to live like the locals. So naturally, they would also want to order wine like one, too. This wine list includes familiar names, with fun descriptions that add a bit of humour. It aims to create a lasting impression on the target market as it’s disruptive and unexpected. A suggested restaurant would be Lutece, which is located in Bardon, and are a partner of Alliance Française. 36 OUTDOOR AMBIENT: MANNEQUIN DISPLAY This next concept takes a page out of cliché fashion trends. Utilising the common knowledge of associating French fashion with stripes, berets and neck ties. It will be an eye catching display of mannequins, which can easily be applied to different locations such as Queen St mall, and boutique stores. This execution intends to fulfil the objective of creating brand awareness for AF as it’s shareable through social media, creates word of mouth, and has the potential to integrate it to be hashtag worthy. 37 TIMELINE The campaign for Alliance Française has been planned out to go across for a two month period before visiting France during the tourist peak season of June to September. This will allow for the campaign to reach the target audience and provide a way to cater for their needs with regards to what they want to achieve by learning French and travelling to France. The following charts below show the chosen media and how long they will run for. The first chart shows the first two months and the chart below that expresses it by weeks. Social media will have a consistent flow of exposure to the target group as it is the most effective channel to reach them. Media Radio Outdoor Magazine Social Media Media Radio Outdoor Magazine Social Media Month 1 Week 1 Week 2 Week 3 Month 2 Week 4 Week 5 Week 6 Week 7 Week 8 38 BUDGET With a budget of $10,000 confirmed by the client, the following table explains a breakdown for the particular executions. These ideas were chosen by it being cost-effective while also successfully reaching the target audience. Our client has set a budget of $10,000 for a two-month campaign. Now in an ideal world where the sky’s the limit, we would have all of our executions put into the campaign. However, we believe the following budget breakdown uses the best executions for a successful, cost-effective campaign. Media/ Item Time Period Amount % $3,872 38.72% $3,872 38.72% $2085 $2085 20.85% 20.85% $3,720 37.2% $3,720 37.2% $0 0% $9,677 96.77% Radio River 94.9 Outdoor Mobile Billboard Brisbane Magazines Style Magazine [Full Page ad] 11 spots (Monday-Friday) BMAD 4 weeks TOTAL RADIO COST 3 Days, 1 Truck (8 hrs) TOTAL ADSHEL COST 1 month (1 Issue) TOTAL MAGAZINE COST Social Media Competition 2 weeks Total 39 REFERENCE LIST References 1. Adsoftheworld.com. (2016). Ads of the World™. [online] Available at: http://adsoftheworld.com/ [Accessed 9 Feb. 2016]. 2. Alliance Francaise Brisbane. (2016). Alliance Francaise Brisbane - Home. [online] Available at: http://www.afbrisbane.com/ [Accessed 17 Apr. 2016]. 3. B. Valentine, D. and L. Powers, T. (2013). Generation Y values and lifestyle segments. Journal of Consumer Marketing, 30(7), pp-. French Speak. (2016). Learn French in Brisbane with French Speak. [online] Available at: http://frenchspeak.com.au/ [Accessed 13 Mar. 2016]. 5. Hair, J., Lukas, B. and Miller, K. (2011). Marketing research. North Ryde, N.S.W.: McGraw-Hill Education. 6. Mccrindle.com.au. (2016). Does Generation Y have it easier than the Baby Boomers?. [online] Available at: http://mccrindle.com.au/the-mccrindle-blog/does-generation-y-have-it-easier-than-the-baby-boomers [Accessed 22 Apr. 2016]. 7. Preparing for a client meeting. (2012). 8. Research.acer.edu.au. (2016). Australian Education Review. [online] Available at: http://research.acer.edu.au/cgi/viewcontent.cgi?article=1007&context=aer [Accessed 29 Apr. 2016]. 9. Svalberg, A. (2007). Language awareness and language learning. Language Teaching, 40(04), pp.287-308. 40 STATEMENT OF ORIGINALITY The work contained in this project has not been previously submitted to meet requirements for an award at this or any other higher education institution. To the best of my knowledge & belief, the project contains no material previously published or written by another person except where due reference is made. Signed: Full Name: Date: Date: 41