Monthly Archives: December 2013

12.27.13
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Persuasive Summary

Who is in your group?
Danielle Ricketts (me), Carla Formosa, Mădălina Ciobanu, James Bartholomeou and Kaja-Marie Beiswanger

What are their roles?

Me – Research on elderly generation (secondary research), generating a questionnaire (primary research), searching for images for the visuals, creative concept and putting the presentation together.

Carla – Research young generation, creative concept, research on colours and visuals.

Madalina – worked on logo ideas, research on colours, creative concept and creating the visuals.

Kaja – creating social networking pages, creative concept and research on Age UK.

James – presenting logo ideas to the group, creative concept and why our pitch is the best.

Problem 

We found the main problem to be how we were going to target the two opposite target audiences and attract them to each other. The platforms which we would target the young audience would be more likely online whereas the elderly audience would be more likely in print or TV. The differences between the audiences and creating a campaign for all of them was the main problem we found with the brief.

My research

  • Primary research: Online Questionnaire: https://www.surveymonkey.com/s/FNHHGVW Results are shown in the presentation.
  • I looked at ACORN’s 2013 consumer classification. Acorn is a segmentation tool, which categorises the UK’s population into demographic types. http://www.businessballs.com/freespecialresources/acorn-demographics-2013.pdf The 65-75 category fits into the demographic category: ‘Comfortable Seniors’ which includes ‘older people in neat and tidy neighborhoods’ and ‘elderly singles in purposely-built accommodation’. It also may include ‘poorer pensioners’ which includes pensioners living in semis, terraces and social housing. The 18-25 category fits into the demographic category: ‘Student life’ which is self-explanatory as students, us. Also, the young professionals in smaller flats and socializing young renters from the ‘City Sophisticates’ category.

Our solution: campaign ideas, platforms, media and duration

Campaign Ideas: Speed dating, cooking/computer workshops, shadowing the life of the opposite generation (life swap), a market on National Awareness Day. We aim to bring the audiences together by using everyday things which they have in common and how they can learn from each other.

Platforms: Billboards, bus stops, newspapers, leaflets/flyers, sponsored adverts on Facebook and Twitter.

Media: Print

Duration: 1 month build up to the National Awareness Day throughout April 2014. Every Sunday of the Month. 6th – would be introducing the ages to each other e.g. a speed dating experience. 13th –  cooking workshop for young people to learn from the older audience’s experience. 20th – I.T. workshop where the young audience can teach the elderly audience how to do things on computers. 27th – National Awareness Day – A market day where cooked goods and computer made items would be sold.