Articles; Relevant To My Target Audiences' Issues

So far i have found an article and a blog which are relevant to the issues of my target audience.

The first, a BBC magazine article, talks about the issues with weight that many younger people have in modern times. The obsession to be this and therefore the obsession with taking part in 'pilates, dancersise, aerobics'. This article talks a little about when the obsession with weight started but most of the information focus' on when 'pilates' was started and most of the content is irrelevant.
(http://news.bbc.co.uk/1/hi/magazine/4265035.stm)

The second, a blog site, focus' ,again, more on the losing weight side of young professionals issues. It is essentially a site to keep people trying to lose weight motivated as opposed to a site exploring the issues facing young professionals as a whole. This blog is aimed at young professionals though and we can tell this because the primary image is a table, with fruit and a latop, covering it.
(http://www.theofficediet.com/)

below is the banner for the site.

Target Audience Issues.

After realising that I could not coherantly create a brand and social marketing campaign, to help my target audience, without first researching the issues which my target audience face. Therefore i have spent half a lesson thinking about my target audience's issues and about ways in which my campaign could solve my target audience's issues.
below is the document i creates on the issues and possible solutions.

Update

After making the final decision on my concept ('freedom') I was then able to create a logo for my brand and start to think about create my brand identity.
During my work experience, in the Media Centre at the Woodland Trust, I was able to look at their plans to develop their brand identity. They were using an example of a Disney brand pyramid to help them create their own brand identity.
I am going to use this brand pyramid to help me create my own brand identity for One Step 21. The base of the brand pyramid is called 'Attributes'. This section is about how you would describe the brand to someone who has never heard of it. Next it's 'Benefits' and this section describes how your brand can benefit/help the target audience. Then 'Values' this section illustrates what the brand stands for and finds value in it. Next 'Character' this section describes the brand as if it were a person, to allow the brand creator to understand the brand in more depth and therefore be able to transfer the brand identity clearly to the target audience. The final section of the pyramid is 'Identity Statement' this is a culmination of the lower levels of the pyramid. A simple statement that embodies the brand.
Using this pyramid, I will be able to create a clearly identifiable brand which the audience will be able to identify with.

Product Decisions.

after a discussion in class about possible products we could create, i have decided to create a print based spotify banner/advert and a billboard poster. For my pitch on the 8th of november i need to create a logo for my brand and also create a feedback sheet to put in my sketchbook for research and planning.

Colour Decisions.

I have chose three colours to be used in my campaign, along with black and white, this is because if you use more than three colours in one thing it can become confusing to the TA.
I have chosen to use one primary colour, one secondary colour and a highlight. My colours are: blue, orange and light Green. I chose these colours because blue and orange are opposite each other in the colour wheel, and therefore the TA would be attracted to/ like the colour scheme because the colours contrast. I then chose green as my highlight because it goes with the blue and orange i have already chosen.
As well as these three colours, I will also use black and white in my campaign.

Decision To Work On Our Own.

Because of the diffictulties with working in a group and trying to make decisions, we have decided to each work on our own and therefore it will be easier to make exectutive decisions at home and get more work done.
Although this decision may force us to start our campaign from scratch, we have decided to stick with the decisions that we have made so far, and develop our campiagn's individually so they will be unique.
Another benefit of this decision is that if one member of the group decides they do not want to continue with the double award, their decision will not affect the other members of the group's grades.

11/10/11

today i found some pictures online and printed them on to stick on the front of my new media folder. Also, as a group, we planned our pitch and begn to think about colour schemes.