Marketing Strategy

Uniform Design

For our initial idea for our basic layout for all our creative ideas is along the theme of 'vintage' This in my opinion will then target more of a range of a target audience. Our focus is teenage students, however the vintage theme will target the older members of staff. This will then focus on not using bright colours as an eye catcher but the design in hand, and will stray away from becoming 'tacky'.

We decided to go along with the 'vintage' idea as you do get a lot of old vintage books. However we don't want to make it sound boring and old so the designs will be new, fresh and bold to catch our young audiences eye. Another reason we decided to go and choose vintage as a theme is due to the popular demand in 'vintage' within the fashion of teenagers. This then relates heavily to our young teenage target audience.

Font Types

As we have a theme for our designs and publications our fonts are going to be slightly different to a normal layout. We will use basic readable fonts, but with a twist to ensure it fits into our theme and surroundings. This could involve using the more extravagant fonts perhaps with thinner letters, or wider frames. For example for a basic font to use in publications we could use, 

For more of a visible font for headings and larger texts, we could use  this will then stand out and take a huge role in portraying our theme along with the photos. 
Our font choice could really bring out our design. Using InDesign and Photoshop we could create unique fonts for all publications to enhance our layout, initial idea, and vintage theme.

Ideal Photos

As we need to produce our own photos trying to catch the vintage style will be initially hard. However with the right lighting, and possible editing on photoshop portraying our theme could work out very eye catching. To keep in touch with out target audience photos are very important. We need to relate it to them to keep them interested. We will play about with different photos and see which ones best portray our target audience, whiles sticking to our theme and best relate to the festival.
Examples for photos could be use of books, students, photos relating to the festival itself, photos relating to poetry, relating to the arts around english and language.

Language

The style of language we will use in our assignment will consist of formal and informative language. This has to relate to our audience of teenage students, meaning it can not be too 'boring' and repetitive. It needs to stay fresh and ensure that our target audience are going to want to read the text as well as look at the photos.

SWOT & Research

Strengths.

• The events are being held in a place of education. This means that the events and where they are held compliment each other. There is more chance of people turning up because they are people studying subjects related to the event. 
• Although the event is held in college it isn't compulsory. This means only people interested in the event will turn up. 
• The event educates the audience but in a fun and exciting way. 
• There is a range of different events happening such as competitions, quizzes and book swaps so there is something for different kinds of people to enjoy. 

Weaknesses.

• The event only really appeals to a specific audience. 
•  Many people might not realise the range of mini events that happen within the festival such as a book swap and quiz.
• The tickets to the festival are £40 so that might be quite pricey for some young people.
• Most students choose not to read anymore as there are lots of other types of media to entertain them.
• People might not be able to attend all the events.

Opportunities.

• To change an individuals perspective on literary.
• Get young people involved with reading and arts with the older generation.
• Impress the audience so that they will return in further years.
• The book swap is a good way to get new books and save money.

Threats. 

• People might not get involved.
• The weather might not be suitable for some of the events such as the ghost walk 
• Other potential festivals. (Needs to be researched)
• It is not the most attractive thing for all young people.
• The two audiences are so far apart in ages so might have to focus on just one target audience. 

Target Audience

The project that we are focusing on is aimed at a varied audience which includes both genders. The age range differs starting from 16-19 which is mainly students but also some staff and older students who range between lots of different ages. This means the work that we are producing will have to reach out to a big market. 

The purpose of the project is to inform people of the Havant Literary Festival at South Downs College. The people we need to inform are students and staff who live in the local area such as Hampshire. 

In order for the event to be successful it requires an audience who are interested in reading and literary arts. For this to happen we need to attract the ideal audience and make them aware of the event. We are attracting people that are currently in education and enjoy english and reading. We also need to attract people such as staff who are educated in the subject and enjoy it. 

We will be focusing on a female. Our female will be 18 years of age. She studies A Levels at college, these are English Literature, English Language, Music and Media. She takes part in a poetry course outside of college. Her main ambition is to become a teacher. In her spare time she volunteers in a library. She enjoys fiction books and movies such as Harry Potter. She watches soaps such as Coronation Street and Eastenders. She dislikes reality TV such as Geordie Shore and Made In Chelsea. 

Our second audience will be a male. He is a family man who works in the college as a art teacher. He is aged 30. He is very creative and like to show it through art. Alongside art he enjoys as he feels it communicates messages in a creative way. He lives in Havant so the festival is a very local event for him. He would one day like to travel the world. He is educated in English language but not literature. He enjoys using Facebook so that he can regularly see what his family and friends are doing. He watches shows such as Bear Grills, CSI and monk.