Malachi Richking CCU303

8/3/2019 Malachi Richking CCU303

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RICHKING_MALACHI_CCU303

IntroductionandIdea

ForthistermE&EIhavebeenfortunatetojoinagroupwhatIamalsoworkingwithtowardsmythirdyearfilmformyanimationunit.

TheprojectleaderisLoannele.Eventuallytheideabecametocreatemiscellaneouscards/postersdisplayingentertainingpiecesofartandgraphics.Soonafterbrining

KieronProverbsandmyselfintothescene,theideawasmodified.

Theplanwasoriginallytocreateacollectionofcardswithourindividualstylesof

artthatwouldalsoworkasadvertisingfortheindividualthirdyearfilmsofothercolleagues.Wehadbegundraftingacontractthatwouldensurewefullyinformed

theirdirectorsofouraims.

Congratulations! you have been selected to participate in our 3rd

year film promotion. Basically,

we intend to design postcards based on stories from talented animators and designers such as

yourselves, sell them to the public and promote your third year films and identities as well as the

general Ravensbourne animation community.

We will be designing pieces in a variety of styles within our team of commendable experienced

artists and production houses.

Mikey Amelie PraxisanneX Lo

The information and material that we need from you is as follows:

Name of your production piece number of main characters any relevant images, concepts and colour schemes any relevant font names of all involved crew members

Here is the catch. Essentially, we will be a dynamic advertising service for you, we require a small

fee to put towards the cost of producing the cards. your profit will come purely from recognition as

your pieces are advertised through sales, there will be reputation points to gain from investing in

our program.

We will charge:

. to produce . cards



This is not even to sway you, but as long as you know the more cards you order, the more yourart will reach peoples attention...

Ok so the last piece of boring small print. A reminder, that we will be Reproducing your artwork.

We will keep the material as authentic and closely related as possible. The more specific you can

lay your material out for us, the better we can reproduce the fan art.

But before any of this takes place, we need your permission, and proof of your permission.

Yawn


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I .. I .. I ..

I ..

Agree to allow . to reproduce the characters and aesthetics developed in our

film, for the purpose of advertising and sales. I understand that my work will only be redrawn and

re defined, however not re-owned; the artwork remains in my ownership.

I understand that none of my work will be produced or sold unless I have completed a fullpayment from the quantity option I have selected.

Theproblembecame

recognizableduringourfirst

groupprogresscheck.Basicallythequestion

presentedtouswaswhatwasouridentity.Ourflaw

wasthatwewereadvertisingourownthirdyearfilmandotherpeoplesthirdyear

films.Ourbusinessmentors

suggestedthatwejusteitheradvertiseourfilmorother

groupsfilmsandnotboth.

Ihavemadealistofour

advantagesanddisadvantagestowardsthis

idea.

Advantages

Wewouldadvertiseourownthirdyearfilm Wewouldbeabletopromotefellowartistswork Wewouldexerciseourindividualartstylesuponcreatingconceptsforthe

cards

Wewouldmakemoneyfromchargingindividualgroupsforadvertising WewouldbeabletopromotetheRavensbourneanimationcommunityasa

whole

Wecouldpromotethematanimationfestivalsandotherplacesofinterest


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Disadvantages

Wewouldhavealotmoreworktodothanwemaybeabletohandleifcharacterconceptswereleftlatebytheothergroups

Wemaylooseourownpublicpresenceadvertisingotherartistsfilms

Wemaynotbeabletomakedesignsforeverygroupbecauseofourbudget Wemaynotbeabletodesignpiecesforeverygroupbecauseoftime

Eventuallywedecidedthatthecomplicationsofthismaybemoderatelyoverwhelmingconsideringwewantedtofocusonotherthingshappeningsuchas

ourownthirdyearfilm,dissertation,andlivesoutsideofacademics.Themainissueisbecauseforthistobeasuccessfulbusiness,itwouldneedmoreattention.We

decidedthataftermanyofthecomplicationsweremadeknown,theeffortmightnot

beworththestrainand/orprofit.

Fortunatelywehadntbegunanextensiveamountofdevelopmenttowardsanyof

thedesignsorpresentedthecontracttoanycolleagues.Wedecidedtoreconsiderouridea;infactwewentinalargecircle.

Wehadendedupreturningtotheinitialplanthatwastodesigncardsofseveral

differentdesigns.

Thiswasourinitialprojectplan.

NameofEnterprise:ANIcards

Students:LoanneLe-ProjectManagerAmelieLimPromotionManager

MalachiRichkingBudget/PartnershipsKieronProverbsMarketingManager

SummaryofEnterprise

Forourbusinesswehavedecidedtodesignandsellcardsrangingfrompostcardsto

birthdayandChristmascards.

MeasurableAims

InparticularwewantedtopromoteourowncourseandworkinBAAnimation,soforourpostcardswewantedtodesignminimalisticstylizedpostcardsforour

classmatesfinalyearanimationfilms.Withthisideawehopetoraiseawareness

andgetpeopleinterestedinwhatanimationhastooffer.Butwellalsobesellingourownpersonaldesignstopromoteourselvesasartists,showingourindividualstyles

andgettingourworkoutthere.Toachievethis,weaimtomake5newcontactseach,whichwouldbe20newcontactsbetweenus.Thesewouldhopefullybepeople

fromtheindustryandstudentsfromothercourseswhocouldbecomepotential


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collaboratorsinthefuture.Andanotheraimistomakeaprofitof300,asitcoston

average20toprintout100soifweselleachcardat1wellneedtosellatleast360cards.

TargetMarket:

Ouraimedtargetcustomerswillbeinthemarketofindustryworkersandpotentialindustryworkersmakingthemourmaincustomersinotherwordsstudentlikeourself,Graphicdesigners,Animationdesignersbasicallyanydesigncreatorsordesign

appreciators.Thecustomerstargetedwillbemainlystudentsandindustryworkers

asourideaisbasedaroundourcourseandpierswork.WellIguessthecharacteristicwillbeofastudentandaworkingclassindustryworker.Thebenefits

wegainasstudentsiswearemarketingourselfsasdesignersandourcoursemakingthisproductalotmorepersonalandofferingourclassmatesauniqueway

ofmarketingtheirwork.Wecoulddofurtherresearchintoourtargetedaudienceby

carryingoutsurveys,thiswaywecanfindoutiftheywouldbuyourproducts,whattheirpersonalpreferencesare,whichdesignswouldbe

moresuccessfulthanothersandevenifthereisapotentialmarketforourproduct.PromotionStrategyandPartnerships

Weareplanningtousebothanalogueanddigitalwaytopromoteourenterprise.Firstly,asananaloguewayofpromotionisaneventcalledPostsecret.Itisactually

anongoingcommunityartprojectcreatedbyFrankWarren,wherepeoplemailin

theirsecretsanonymouslyononesideofahomemadepostcard.Selectedsecretsarepostedontheartistsblog.WeareplanningtomakethiseventintheRavensbourne

building.Simplypeoplecanbuyourblankpostcardsandwritetheirsecretsonitandputinthebox,whichwillbeplacedatnumberofplacesinthebuilding.Thenwe

willgatheranddisplaythemonthe22ndofNovember.Thiswillbeagoodwayto

drawanattentionfrompeopleandalsoagoodmediumtointroduceourotheritemssuchasgreetingcardsandChristmascards.

ThereisalsoatechniqueknownasGuerillaart,or"streetart",whichisamethodofartmakingwheretheartistleavesanonymousartpiecesinpublicplaces.Itisoften

aninstallationinanunauthorizedlocation.Itisawayforanartisttoexpresstheirviewsandopinionstoalargeaudienceinananonymousway.

InDecemberof1989,thebronzesculptureChargingBullbyArturoDiModicawas

installedinfrontoftheNewYorkStockExchange.Thoughunauthorized,itbecamepopularandwaseventuallyinstalledpermanentlyafewblocksaway.Wecould

leavesamplesofouritemsonposters,innertoiletcubicaldoors,lecturersdesks,

vendingmachinetrays,andlibrarybooks,seats,inelevatorsandonthebacksofunsuspectingindividuals.Becauseofthelowcostandwhimsicalapproachthistactic

shoulddrawsomeattention.Also,theadvertisingofsomeourcardswillbeaidedbyourstrongthirdyearfilm.

Secondly,wewillusesocialnetworkservicessuchasTwitterandFacebook.CreatingapubliceventforPostsecretinFacebookcanbeaquickandeffectiveway

toadvertisetonotonlyourfriendsandfamilies,butmorepeopleinsideandoutside


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ofthebuildingsite,especiallyintheindustryaswell.Theultimategoalofthisevent

isdrawingattentionsandpassingitontoourdesignedcards..

ActionPlan:

Budget:

Wehaveresearchedpostcard-printingcostsomevariesfrom22to150andalsohavelookedatthesizewewouldusebutthatisstilltobedecidedbetweenA5andA6.Pricealsodependsonthequalityofthepostcards,andiftheyhavecolourand

aregoingtobeprintingonbothsides.ButastandardA61sidedcolour,1sideblack

andwhiteingoodqualitypapercostsonaverage20for100.Thereforethebestcasescenariowouldbeifwesoldallourpostcardsinoneday.Forexampleifwe

printed300postcards,costing20for100itllcost60for300.Ifwesoldeachpostcardat1each,andsoldallofthem,wellmakeaprofitof240inoneday.And

hopefully,customerswouldbuyacoupleormore.Theworstcasescenariowouldbe

ifnooneboughtanypostcardsatallmeaningwewouldlosethat60.Butthecostswouldbesplitbetweenthewholegroup,soatmostwewouldlose15which

individuallyisntthatbad.Accordingtoourfindings,thereareseveralrelativelycheappostcardingprintingcompaniesonline,soifweallinvestedalittlebitoffmoneyeach,wewouldntbelosingoutonmuchifourprojectweretofallthrough.

Whatwewouldneedtothinkaboutiswhichdesignswouldbemorepopularthanothers,todeterminewhichdesignsweshouldinvestmoremoneyinandwhichones

wouldbeless.

ExitStrategy:

Accordingtoaresearch,theUKpopulationspends1.5billionayearongreetingcards,yettheindustryisfiercelycompetitive.Thereforetheworst-casescenariowill

bethatwecannotsellenoughcardstomakeaprofit.Ontheotherhand,wechoosea

safewayforourbusinesstokeepitsmallandtargetingpeopleinthebuilding,friendsandfamiliesandindustrypeople,notpublicsandnationscompetingwith

biggreetingcardpublishingcompanies.Weassumetheamountoflosswillbethe

lessasfaraswekeeptheenterprisesimple.Allweneedtodoforourbusinessisdesigningcardsandprintingout.However,

designingdoesntcostbeforethemomentofprintingandwehavefoundfewwebsitethatwecanprintout100postcardsfor20.Fornow,wearethinking

sellingacardfor1.Hypothetically,itwillbreakevenwhenweselljustover20out

of100cards.Ifwecantsellatleast20outof100cardsnonetheless,wealwaysneedtowriteacardforsomeonewhetheritstheirbirthday,Christmasorany

occasion.Wecanuseleftovercardsbygivingfriendsandfamilymembersinsteadof

buyingidenticalcardsforoverapound.Concluding,onthe22ndNovemberwewouldneedtobeonthegroundfloorselling

directlytotheconsumer.Wewouldneedamarketstandandpreferablyawallspaceforourpostcardstobedisplayed.


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PersonalResponsibilities

NewerAction/Budgetplan

Itismyjobtoestablishandmanagetheamounts(estimatesornot)thatwehaveto

spend,spareandgain.Previouslywepresentedthesefiguresinaparagraph.Ihavechangedthesetoatableforprofessionalpractice.

ANIcards

Completestock:400cards-100A4

(A6x4)=9.35

2ppercard

45A4sheetsused

5pperA4pagetoprint

Estimateprintcost

45A4=2.25

Week1

October

31st

Week2

November

7th

Week3

November

14th

Week4

November

21st

+22nd

Totals

EstimatedNumberof

designstobeproduced

4 8 16 32 64

Designsperartist 1 2 4 8 15

Stock 20 40 40 80 180

EstimatedCostper

artist

15p

30p 30p 60p 1.35p

Totalcostperweek 60p 1.20 1.20 2.40 5.40

Maximum

Revenue/Turnover

20 40 40 80 280

MaxNetprofit 19.40 39.20 36.40 74.00 149.60

MaxNetincome NA

ForanotherpartofouradvertisingstrategyofcourseisusingthePostsecret

method.Onthebackoftheplaincardswouldbethefollowing:


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Boxlocations Instructions Facebookpageaddress Copyrightinfo Artistsavatars

Tomakesurethiscouldevengoahead,IfoundoutfromtheUnishealthandsafety

administratorifwewereallowedtodeposittheseboxesoneachfloor,whichIdidnt

thinkwouldbeaproblemanyway.

Afteremailingtheauthorities,Iusedthetimewaitingtowriteupwhatweneededto

letpeopleknowaboutthewholeoperation.ThisinformationwouldbedisplayedontheANIcardsfbpage.

Changestoourstatuslater

Welaterdecidedtodecreasethepriceofthecards,howevernotgiveuphopeonthemainsaleonthe22nd.

Ithoughtofseveralmarketingtechniqueswecouldusetotryandboostoursalesdespiteallthealterationsandpossibledifficulties.


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Wewouldwearblackandwhiteonly Icreatedamastwithballoonsatthetop,whichwasapproximatelytwo

meterstallandstoodaboveourback-board.Ourstallbecameasortof

lighthouseamongsttheseaofsellers.

Wewouldofferfreesweetsatourstall,complyingwiththecolourschemeofourproduct.BlackandWhitemints.

Wewouldmakesmalltreasuremapsleadingpeopletoourstall Weofferedpeopletheluxuryofplayingourprovidedvideogamesafter

buyingacertainamountofcards.

Howeveramoresignificantchangewasalmosttheentirething.Initiallywehadplannedonusinganexternalprintinghouse,whichwecouldfindonline,eventuallywedecidedwewouldsaveevenmoremoneyprintingatUni.The

printchargeis5pperpage,A4,blackandwhite,whichwasrightinourdirection.10paltogethersincewewantedtoprintfront,andback.Sothis

modificationtotheplanchangedfiguresbytheendofthemarketsale.

Morecompleteoverhaulwasthatwewithheldsalesintheweeks,priortothemarketevent.Thiswassoweactuallyhadcustomersontheday,and

somethingtobefreshonthedayofthemarket.Howevertocompensateforthislackofpre-recognitionwelaunchedourpostsecretschemetoletpeople

knowinadvancethatweexisted.

Allofthesetacticsweredesignedtogiveusmorerecognitionandmakepeople

awareofourquirkyandcleanapproach,andtheyprovedsuccessful.

Hereisabrief

tableexplainingour

finalprogressandlogistics

towards,and

onthemarketday.

Pleaseseemy

project

reportforfurtheranalysis

andevaluation

Malachi Richking CCU303

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