My proposal: History of Liverpool
I have been commissioned to produce promotional material for the regional culture Award with the objective of promoting the range of cultures that make up each of the Cities and towns within our region. I believe the best way to do this is to direct people's attention to the architecture of Liverpool as the buildings themselves hold vast amounts of history.
Purpose
The Title for my promotional campaign is short, blunt, and straight to the point, "History of Liverpool” or possibly “HOS” for short. To promote my campaign, I will produce a series of posters intended for both traditional print advertisements that can be displayed around the city, and I will take advantage of digital advertising as well on social media platforms.
The aim of my campaign is to educate and bring awareness to the rich history of Liverpool through a series of posters including famous landmarks of the city and providing a QR code people can scan to gain more information, for this I will have to create a website or use my preexisting blog, the QR codes generated will lead to webpages that give a detailed description of the buildings history.
Digital advertising
The advantage of digital advertising is that popular social media services such as Instagram, Facebook, and twitter all utilize algorithms to push content to intended audiences who have shown interest in related products, so not only is it free advertisement but your content is more likely to reach the intended target audience. However, these websites all provide the option to pay for your product to be prioritized and more likely to be promoted by the algorithms, ensuring that your campaign will have a better chance at being successful.
The same is true for google advertisement spots, this is a service you must pay for to have your product to be promoted on sites via popups, but they use the same targeted algorithms to reach intended audiences.
Target audience
The target audience for this campaign is overly broad in the sense that I am aiming to target both residents of the city and tourists to educate those in the city and try to influence tourists to visit the historical landmarks. To appeal to such a broad audience, I will have to ensure that my campaign is inclusive and does not alienate any cultural or religious groups. The content included in my campaign should also be suitable for all ages as not only are my posters going to be in the public eye, but I am aiming to appeal to all age ranges
Legal and ethical issues
Copyright will have to be taken into consideration when producing the posters, all assets either must be my own, royalty free or given permission by copyright holders to use their assets.
Location permissions, some businesses will charge you to display your posters on their buildings and will charge you to use their billboards and other designated advertisement spots.
Budget and equipment
£10 to £200 for poster prints depending on the size, quality and location as some businesses may charge to display your posters on their buildings and billboards.
