Evaluation

Evaluation:

As a group, our aim was to create a campaign to regenerate an underused local landmark within the community area. We chose the Baldock museum as it is very underused and neglected. My group consisted of Janvi Bhalla, Megan Byford, Georgina Paulus-Nield and myself. As a group we all contributed plans and ideas on how we could regenerate the museum into a youth club. Our campaign encourages the local residents of Baldock to get involved and help with the physical regeneration and also to encourage other people to as well. We made print and web products to target our audience as best as we could. The variety of media products we made will attract our target group, as stated in the brief. We believe we have fully understand the task given to us in the brief and completed it.

We created two linked media products, these were print products and web based products. We created three posters and leaflets, a website, two social networking pages and a short documentary. On all of our products we have included our campaign name, Youth4Baldock, our campaign slogan, “Make every regeneration count” and our logo. This makes our campaign recognisable to people in the community. Throughout the campaign we have used the same housestyle, similar colours and fonts and language appropriate for the audience. These are key conventions. We have tried to use red and green as they are the colours in our logo. These colours will be ascociated with our campaign. We have used doodles and graffiti styled writing on the posters as they will stand out to our target group, teenagers aged 13-17. We have included more information on the leaflets aimed at parents as teenagers get put off by large amounts of writing. Teenagers tend to use social networking on a day to day basis, this is why we have created a twitter and a facebook page. We put pictures of the museum in its current state across all our media products, then people will know where we are planning to put a youth club and they can see how run down it looks. We also put the same contact details across all the media products so people know how to get involved with the campaign and can find out more information about it. This is also a key convention so we made sure the information is clear to readers.

We carried out a lot of research on the task we were asked to do in the brief. We carried out surveys asking the people of Baldock where they felt was underused and what was missing, for them, in the community. The majority of people said they felt that the Baldock Museum was the most underused and felt it could be more beneficial to the community in other ways. We asked them how they would feel about a youth club and we received a positive response. They felt that teenagers didn’t currently have a safe indoor environment they could go to in their free time. By myself I also carried out research on how to target our audience and about campaigns in general by analysing existing community and national campaigns. I feel I have considered my target groups needs and interests and used local and national media to get a feel for campaigns and understand them fully, as said in the brief.

All of our products have applied the appropriate conventions, we used bright neon colours, graffiti styled writing, images and doodles in colour to attract our target group to want to read the posters aimed at them. We feel that the colours stand out more. We used duller colours and normal font and font sizes on the leaflets and posters aimed at adults. Adults would want to read more in detail about the campaign, therefore we put more information on their leaflets. As said before, teenagers tend to be more put off by large amount of writing so we limited the amount of writing on their posters and leaflet and just mentioned the key things they would need to know about the regeneration. We targeted adults as well as we also wanted the parents to get involved with the regeneration and encourage their children too. We felt the neon colours used were neutral and not ascociated with one gender. Blue is stereotypically ascociated with boys however we feel that the light blue is gender neutral and stands out so it would attract both genders. The website and social networking sites we created make it easy for teenagers to keep up to date with the latest information about the regeneration as they can access them from all forms of technology. Our slogan is very catchy and our logo targets our audience well as it has a graffiti styled circle with headphones and popcorn inside it. This makes it clear that it is aimed at the younger audience and it shows what activities would take place at the youth club.

In the interviews in our documentary, the teenagers look serious, this shows that they are serious about the campaign and there were no distractions in the video. We also had them dress casually or in school uniform to show that we got feedback and opinions from our target group as well as adults. We purposely made our documentary when the weather was cloudy and grey. This made the museum look more run down and gave it a deserted feel.

Throughout the campaign we considered rules and regulations as they are very important. We didn’t use any inappropriate language as it could be offensive to the local public. We made sure the images, colours and language used were appropriate for teenagers. We also made sure that all the evidence used was honest. Everything said about the museum was accurate and truthful.

Overall our group worked well as a team and I personally feel our campaign was successful. We all evenly contributed and came up with our own ideas. We used social networking to talk on a daily basis as a group to share out work and to make everyone in the group know what they were doing. For example, we made a facebook chat, we all used this very regularly to communicate to one another. We could also give each other our own opinions on the productions we had each made. We managed to create our print and web productions fairly early on. I made leaflet two and three and our first web page, the “home” page. Leaflet two was aimed at a general audience and leaflet three was aimed at teenagers. I included the conventions to target these groups such as; colours, font and size, headings and the housestyle.

If we could improve anything, I would have liked to create more and detailed plans for our documentary, we didn’t get any footage of the inside of the museum, just the outside because we left it too late. If we had got more footage, we could have emphasised furthermore how underused the museum is. We could have then added more pictures to our posters and website. We also then could have used more of our own images in the video and we could even have carried out an interview or tour actually in the museum itself. However I still feel that we worked well together as a team and as a group we successfully achieved the task given to us.

Drafts for our Webpages

Website Drafts

Features:

• Paper style background as it looks creative.
• Lots of pictures and information present so people can look at the campaign as well as understand.
• The links are always at the side so the pages are really easy to navigate around the website.
• The logo is always present at the top, the same with the name, this helps people remember the name and recognise the logo. 

Feedback from our Second Presentation

"I found that everything they said was clear, also i got a lot of information and facts about their product from the presentation. It was a bit too long but very detailed, this meant that some of the facts and information is lost in my mind."

"they had it all planned out very well and it was very clear and easily understandable "

"I found that all of them addressed the audience efficiently and they justified their points very well, along with plenty of evidence and examples of their campaign advertisements. The presentation was very long and I found it hard to engage with at times too. Also, their presentation on Prezi was quite confusing. Apart from that it was a very well rounded presentation with enough information."

"too long, focus on main point don't go that much into detail"

"Very detailed clear presentation"

"Could make leaflets and storyboard bigger so we could see it better "

"really good and very detailed and we understand what they have done and what they are going to do. It was really detailed and easy to follow"

"Really clear and detailed, well thought out and perfectly prepared"

"a lot of good information, bit long"

From this feedback it is clear that although all our ideas were put across clearly, we may have made our presentation slightly too detailed and so next time we should try to focus it on our basic ideas.

Script for our TV Advert

Script

Voiceover 1:

(Zoom in of Tesco)

 “This is where teenagers are spending their free time. Is there not a better a place in Baldock for them to hang out?”

(Logo)

“We are Youth4Baldock, a group campaigning to have the underused Baldock Museum converted into a youth club”

(Slogan then image of museum)

“The museum could be used in a much better way and we believe that we have the solution.

(Zoom in of the museum)

“We asked teenagers living in Baldock their thoughts on Youth4Baldocks plans to regenerate Baldock museum into something the whole community would benefit from”

(Interview with Janvi Bhalla)

Janvi Bhalla:  “As someone who lives in Baldock, I know that the museum is currently very underused and I think that Youth4Baldock’s plans to regenerate the museum will benefit the community greatly. Baldock doesn’t have many areas that teenagers can hang out in and I think that if a youth club was available, with things like movie nights and just places to hang out I would defiantly go to it.

(Interview with Ryan Thompson)

Ryan Thompson: “I think Youth4Baldock’s ideas are very unique as Baldock doesn't have any youth clubs or arcade places to hang out for free.”

(Interview with Mrs Sim)

Mrs Sim:

(What do you think of Youth4Baldock’s plans to regenerate Baldock museum?)

“As a parent of a teenager living in Baldock, there aren't many free in-door areas for our kids to socialize. I think the regeneration campaign will be very beneficial and worthwhile for anyone involved.

Voiceover 2:

(Image of teenagers jumping and image of games room)

“We want to create a safe free environment for teenagers to spend their free time whilst doing activities with their friends they may not get to do for free otherwise.” 

(Movie nights picture)

“We hope to utilise this space in the best possible way and convert the rooms into areas that teenagers can spend their time in.

(Gaming room picture)

“However Youth4Baldock cannot do this without your help”

(Interview with Janvi Bhalla – part 2:)

“I will defiantly volunteer to help out with the regeneration because I think it’s a really worthwhile cause and I think Baldock is going to benefit from having somewhere specifically for teenagers.

(Interview with Mrs Sim – part 2:)

“I’ll be very willing to help with the physical regeneration of the museum and I’ll be encouraging my teenage daughter to do the same.”

(Interview with Ryan Thompson – part 2:)

“I think I will participate in the regeneration and I will encourage my friends to as well as it will really help the local area.”

Voiceover 3:

(Picture of Baldock Museum)

“Get involved now with our campaign and help Youth4Baldock regenerate Baldock Museum”

(Zoom in of Musuem)

“You can help with physical regeneration or just donate materials. Either way it will be making a difference to the area and helping us to make every regeneration count. Contact us now to get involved.

(Contact details)

“Contact us at our Facebook page “…”, our twitter account “…” or our website “…”

(New slide with number and email)

“You can phone us at “…” you can even email us using “…”. At Youth4Baldock we hope you can contact us soon and get involved with the amazing project that will help everyone in the local community”

(Logo)

“We would really appreciate your time and effort and of course…”

(Slogan)

“You will be helping Youth4Baldock make every regeneration count”

Youth4Baldock Campaign Advert- Group

We created a short documentary style film that we want to be shown in local cinemas that will get people in the local area involved with the regeneration of Baldock Museum.

Leaflet 1- Janvi Bhalla

FRONT (OPENING SLIT)

 

INSIDE

 

BACK

This poster is aimed at parents of teenagers because we want to appeal to them as well as our target audience of teenagers as they can encourage their children to participate in the regeneration and then attend the youth club, but they can also help with the regeneration as they will know its benefiting their children. We have used a light blue background because it's a neutral colour and isn't a bright neon colour like the green we have used on the posters because that may put off adults. We have created a house style running through the poster by only using two fonts that are both clear to read and link to logo. For the text we have used 'Arial' because we felt it was easy to read and looked very professional and unlike on the posters where we have gone for a more childlike handwriting font due to them aiming at teenagers we wanted a more age appropriate font. The other font was the one we used for our name which is 'EDO'. We chose this font because we thought it looked the most attractive due to having a 'graffiti' style effect which is more appealing and stereotypical to teenagers. As this leaflet is aimed at parents we have a large amount of text and only a few images because we know that adults will not be out off by large amounts of reading and will want to fully understand the campaign in more detail than teenagers might. We have repeated our logo twice on the leaflet to encourage brand identity and also have our repeated twice to ensure the readers know what we want to achieve and what our campaign group stands for; our name 'Youth4Baldock' is also repeated five times throughout the leaflet. Finally on the fold out page (back) we have included all of our contact information and listed our social media sites where people can get in touch with us to find out more about the campaign or volunteer. In today's society most teenagers are on Twitter and Facebook but so are many adults so we felt it would be beneficial to have accounts on these websites as well as having our own website and giving a phone number to give readers numerous ways of contacting us. 

Leaflet 2- Megan Webster

Front Cover 

 

Inside

Our second leaflet is aimed at a general audience but we have again chosen to use the light blue colour due to it being a fairly gender neutral colour and attractive to both sexes. There is a smaller amount of text on this poster as we are aiming the poster at everyone so we didn't want to have so much text that teenagers we out off reading it but we wanted enough text so that adults felt they fully understood the campaign. As on our previous leaflet our name 'Youth4Baldock' is repeated five times and both our slogan and logo are repeated twice and feature on the front cover and inside the leaflet. This all encourages brand identity and ensures that whenever someone see's any form of our media adverting they connect the name with our campaign, it also keeps a consistency within our advertising. We have also included our contact information so the public can contact us with any questions or to volunteer.

Leaflet 3- Megan Webster

 

This leaflet is aimed at teenagers, our target audience, aged 13-16, it is a double sided leaflet that would be printed in A5. The leaflet is in a light blue colour on both sides as it is neutral and it will stand out to our target audience as it is bright and bold. We have used eye-catching fonts that have a “graffiti” feel to them, this is stereotypically ascociated with teenagers, and we feel it would appeal to them. We have used the same fonts and colour of the fonts throughout our campaign, both print productions and for our webpage, this will be easier for teenagers to recognise our campaign through different media platforms. On both sides of the leaflet we have added little doodles and graffiti like images. These will stand out and would attract our target audience.  Some of the doodles give ideas as to what activities would take place at the youth club. We have included lots of pictures as teenagers would find it easier to visualise the campaign and get more of an idea from it, we have added backgrounds and borders around them to make them stand out more, the pictures are also all in colour. Teenagers might be put off by large amounts of writing on the posters and leaflets, they tend to find pictures more engaging to look at. We have made sure that our logo, campaign name and slogan are included across all our media platforms as it is important for our target audience and adults to see and be able to recognise them. They always appear in the same colours and fonts. We have added sub-headings above the text so teenagers could go straight to the bi they want to read, we feel that this layout will be easier to understand.  There is a large section on the leaflet on how to get in contact with us, “Check us out”, we have included all the social networking links as teenagers tend to use social networking more, and we have also included our website, our target audience can use any of the links to find out more information about the campaign and can find out how to be more involved with it.  We can attract lots of teenagers with our campaign as we don’t just use one social networking site. We included the logos of the sites next to links so it is very clear to read.  The information on the leaflet gives you a brief but detailed summary about our campaign and what we aim to do in the future that will benefit our target audience greatly.

Poster 3- Megan Byford

Aimed at adults/parents

This poster was aimed at the general audience, mainly for adults, so it is still attractive to the older generation when read. It hasn't got much writing which makes it attractive to the youth club's target audience as teenagers prefer looking at pictures than they do reading too much information. Although, there is a good amount of complex language and information on the posters for any parents or adults to look at, which is why this poster has been made to suit mainly the audience of parents, but also involves teenagers. The colour green is very neutral and not stereotypical to either gender, it is also not very loud, make it easier on the eye for an older generation. Green also symbolises safety, growth and freshness, all of which our regeneration wants to prove. The text style is very cartoony, almost script like, this is because it would appeal to the younger generation and let everyone else know who we're doing this for. We use this instead of bulk standard 'times new roman' style texts. Our name, logo and slogan are all near the top and enlarged, so people know exactly who we are and what we are doing and here for. There are a range of different images from the museum, which just shows the location and the necessity of change. Using stars and a graffiti style arrow shows that we are here for young people instead of adults, stars also give the connotation of a brighter place and 'reaching for the stars' which is something we would encourage at the youth club. 

Poster 1- Georgina Paulus nield

Aimed at teenagers

This poster is aimed at our target audience of teenagers  aged 13-16 and we designed it by adding features that we thought would be attractive to them. We put in a light green background as we know that green is a very gender neutral color and the brightness of the green makes it more attractive to the target audience as it is more striking and eye catching. The green also links to our logo and we did this so that we could have a distinct house style running throughout the poster. Our fonts also add to the house style as we only used two. For the title and the subheadings we used 'Kristen ITC' as we thought that this was a very clear font but because it is a slightly child like/ handwriting style font which we thought would attract teenagers more. The font we used for the title and sub-titles is 'EDO' and we thought it was the most attractive because it has a 'graffiti' style effect which is more appealing and stereo-typical to teenagers. We have also included lots of images and a more than we included on the poster aimed at the parents of teenagers because we know that younger peoples fine images more interesting as they tend to spark their imaginations and give them a more realistic view on the campaign than plain text. We also added doodles around certain areas of the poster as this gives it more of a scrapbook and stylish effect which is very attractive. In our text we used elements of informal language such as 'hang out' and 'check us out'. We did this because we thought that the teenagers would be able to relate to it more and furthermore would find it more interesting. We also added our logo and slogan because we wanted these to be present on all of our advertising media formats as that the public can recognise it and link it to our campaign. Another feature we added was the links to our social networking sites and website. The reason we did this was because teenagers stereo-typically use facebook and twitter a lot so we thought that it would be a good idea to put it on all our media formats.

Poster 2- Georgina Paulus-Nield

Aimed at Teenagers

This second poster is also aimed at our target audience of teenagers and we decided to continue the use of bright colors here just as on the first poster. We wanted to try out a bright blue because we thought that it was slightly more striking than the green on the other poster. The blue is also a very pure color which we thought had quite an uplifting feel and because it's a bright blue, it also had no specific connotations to a gender. We also included two images, one of our logo so that they can recognise it on all forms of our advertising media. The other image is of the museum which is there obviously so that the public have an idea of what venue we are regenerating and so that the teenagers can be more drawn to the images and thus, the poster too. Just as on the other poster aimed at teenagers we have included doodles such as headphones and music notes which give subtle hints as to the activities that may take place at the youth club. In the text we have used the same fonts for the same reasons and have used informal language for the same reasons. We included our slogan and title/name for the same reason as the logo; because we want them to be recognise them on all our forms of advertising media. We made sure to also include our links to our website, email and social networking links so that the public can contact us if they have any questions and can also keep up to date with our upcoming events etc.

Our Social Network Links

OUR SOCIAL NETWORK LINKS

• FACEBOOK

• TWITTER

• WEBSITE

Our Website

HOME PAGE: Megan Webster

IDEAS/BLOG PAGE/WE NEED YOU/PLANS FOR IT: Georgina Paulus-Nield

GALLERY: Janvi Bhalla

LINKS/CONTACT PAGE: Janvi Bhalla

Our website is in this design because it looks very creative and would appeal to our target audience. Without looking messy, it has a simple and clear design, but still has a graffiti and artistic layout. We felt this artistic layout was appropriate. because our target audience would find it appealing to the eye for them. However, as well as being a good look for teenagers, this design is also clear to parents, the links at the side are clear and the information is detailed and relevant to our campaign. The images used are all of Baldock museum and of relevant activities and pictures, such as a snooker table and a creative paint pot set. This will put emphasis on where the campaign is taking place, and what we plan for the teens that come to the club. The only other picture is our logo, which we though was important to have somewhere on the website, as it is the most recognizable thing about our campaign.

Analysis of existing community campaign 4

Green Gym

The "Green Gym" is a campaign created by "The Conservation Volunteers." Their aim is to improve health and well-being all over the country but to also improve on the environment at the same time. The target audience for this campaign could be nature lovers and anyone who is keen to get fit outdoors. They are also keen to preserve wildlife and keep it safe.

The website is very informative and clear.http://www.tcv.org.uk/greengym 


The logo would appear across all media platforms so it is recognisable throughout the campaign. It is very likely that the campaign would have created posters to put up in community centres etc., around the country so more people get involved, the campaign has a slogan "Reclaiming Green Places since 1959," not all campaigns have a slogan, this is very affective and readers will remember it.

This image below shows people of all ages getting involved with the campaign, this proves that the campaign would be aimed at any nature lovers that are keen to get involved with preserving the wildlife and environment.

Analysis of existing community campaign 3

Norton Common

In Letchworth Garden City lies The Norton Common, a nature reserve, a place for people and wildlife. Starting life as arable and grazing land many hundreds of years ago, the town of Letchworth was built around it in 1903 by town planners who saw it’s potential as a place where the town’s citizens could connect with nature. Generations since have used this greenspace to walk in, run, cycle and play. Many visit to see the wildlife that is on their doorstep.

A group called the "Friends of Norton Common" formed to protect the habitat of local wildlife and people of Letchworth. Working with the Countryside Management Service and North Hertfordshire District Council, they push forward with work, solving issues on the site and holding monthly work parties to carry out conservation tasks. 

"Friends of Norton Common" said: "Orange tip and meadow brown butterflies dance from wildflower to wildflower, birds such as chiff chaffs and blackcaps share their song and mammals like the black squirrel and muntjac deer peek out from behind trees. Pix Brook meanders through the site providing a vitally important source of water and creating rare marshy grassland where dragonflies and the pink spires of orchids can be spotted during summer months."


The website for this campaign was very welcoming and encouraging to join their campaign and get involved. It was clear and very informative to read. http://friendsofnortoncommon.info/ The campaign is mainly targeting adults but also families to get involved. Their logo and slogan would appear across all media platforms so it is recognisable.


It is also very likely that fliers and posters have been created and put up around the local places in Letchworth such as the community centre, doctors surgery and even the swimming pool and local cinema so teens see it as well.This campaign is successful and it will continue to be in the future.

Analysis of existing community campaign 2

Wild Stevenage

This campaign was introduced to encourage more local volunteers to promote and look after special areas for wildlife. These include community ponds across the town, as well as Monks and Whomerley Woods and Shackledell Grassland in Fairlands Valley Park.

This campaign has a website: http://www.hertswildlifetrust.org.uk/what-we-do/conservation-projects/wild-stevenage to encourage more people to get involved with the campaign.  the website is very clear and detailed to read, it has a simple yet effective layout.

They also have protests making sure that their logo always appears on banners or posters, this makes it easier for local residents to recognise the campaign across all media platforms. It is also very likely that they have fliers and posters to hand out around Hertfordshire so they can gain volunteers, not just from the local area but also in the county. They are campaigning to save the local wildlife and keep it as a safe environment for families and other residents to visit. Their target audience is really anyone in the local area that has an interest in protecting the local wildlife.

Analysis of existing community campaign 1

Baldock Town Hall 

This campaign was published in the comet as the Baldock town hall hasn't been used for years. A group called the "Baldock Town Hall Group" formed, the chairman of this group, Alison Gentle, made a proposal to the council where it was agreed by members to spend £50,000 on the building for essential repairs to bring it back into community use.

Mrs Gentle said: "We are just awaiting some final changes in wording to the lease on one remaining point concerning lease review periods and we should be there.”

The "Baldock Town Hall Group" have already planned and lined up a programme of events that can take place at the town hall, such as: a regular comedy club, kids and adults cinema club and there are also some concerts lined up for the summer. A story-telling festival is also set to be held in October, where there will be two weeks of events with the town hall being the central hub. 

The town hall on Baldock High Street has stood empty for more than three years and the group formed in a bid to use it for the arts, as well as for education and training purposes. Transforming the town hall would be very beneficial, it would attract many residents in Baldock as there would be more to do. It is very likely that the group have handed out leaflets and fliers to help with the campaign however there doesn't seem to be an official poster. it is also very likely that the group would have started a website as well to encourage the council and to get people involved. 

Mrs gentle said: "We have undertaken quite a sizeable project to bring Baldock Town Hall back into community use. We envisage a vibrant arts and heritage centre in the middle of Baldock town as an asset to Baldock and the renovation work that has been undertaken here recently."

"The group would have liked to have occupied the hall by now."

The group have been very successful wit their campaign as a 99-year lease is being proposed by NHDC, plus five-yearly rent reviews to recognise the fact that the group could change over time, and it might become more commercial in its outlook than currently proposed.

Why Regeneration?

Why do we need to focus on regeneration and getting people involved with community and green space?

It is important to focus on regeneration as it is something that can benefit everyone in an community. Regeneration can provide opportunities and make changes for the better, it can make a difference. Getting people involved will bring the community together and they would be helping to regenerate something that will be worthwhile and beneficial for them. Currently, teenagers in Baldock don't have a safe place where they can go and hang out with friends or do various leisure activities. Regenerating somewhere underused for teenagers to go will stop the stereotypical opinion people have of teenagers as they wouldn't be hanging around near supermarkets or down streets anymore. If teens have somewhere to go then they might want to be involved with activities that will take place there and they will want to be involved with the regeneration as it will be for them. They would be able to make new friends. Even though we are not regenerating a green space, it is also very important to regenerate them as areas that are overgrown and not even used could be used for any age group when regenerated. 

Presentation 2

Presentation 2

Our Final Logo- Megan Byford

Why this logo?

 We decided on this logo, because the colours and the images relate to our target audience. The popcorn represents any movies, or cinematic type activities, and the headphones show other activities, like listening to music or gaming, which teenagers enjoy. The green is a neutral colour, it is not stereotypical of any gender, which shows that our youth club is aimed at both genders. The paint shows creativity and looks youthful, the circle shape shows that there is contuity in being together and being a community.