Unit 20: P2 - Planning Campaign

1) Aims and objectives of the brief:

     The aim of the brief is to design and plan an advertising campaign to promote my TV drama to a the intended target audience. This means that my campaign will need to have a strong and clear message as well as consistency between all the types of media platforms I use to promote it as well as not tarnishing the reputation of the BBC - who have green lit the drama - by infringing any copyright or other legal or ethical issues they don't want to be associated with.

A character poster from
the Avengers Infinity War
marketing campaign

2) My series and key things that are likely to appeal to the target audience:

     I'm going to be promoting my TV drams: Promised Land which is looking at some of the struggles migrants may face when trying to look for a better life and what people in more economically developed countries can or even won't do to help them. I think that my intended target audience would like to see good images of some of the characters which can be accompanied with an online character profile, a trailer, a short teaser, posters, and some mention of it on the radio or newspapers.

3) Target audience:

     The intended target audience for this show is open minded people over the age of 15 that are willing and interested to know what some migrants may actually be facing when they leave their home countries in search for a better life. It's aimed at people that have an interest in the topic of immigration, whether they're for it or against it because the aim of the show is to inform and educate simultaneously. The reason it's aimed at such a young starting audience despite it's slightly dark tone is because of how the 15 year old's may relate to the character of Lucy and there will be people at that age that will be interested in the topic or will find the show as a way to consolidate their opinions as well as sort out any misunderstood stereotypes and misconceptions. The show is also aimed for people for all socio-economic groups as the subject affects everyone - in Britain anyway - although its more aimed to the working class as they're generally seen as the people that are most affected by immigration.

Survey monkey is a option to design
a questionnaire on

4) How to work out exactly who the target audience is likely to be:
     Before writing the script, designing a storyboard and finalising any other documents or marketing plans, I can send out a questionnaire about the show which will also allow the person doing it an option to put their age, gender, occupation, interests and other details that will help me to build a character profile which will help me make the marketing campaign as appropriate and relevant as possible to the people who seem to be interested in the show.

 5) Potential issues and concerns:

     One potential concern is that there won't be enough coverage for the show, this could be because there isn't enough money to do all the promotional things I'd like to do or despite having all the platforms the BBC owns at my disposal, the BBC isn't willing to give the show the space and coverage I'd like because they see it as too much of a risk to invest a lot of time into. Another issue that could arise is the legal issues that could happen. This could be in terms of using images that were taken from someone else, libel with the slogan that I may use for the movie for the posters and trailers. Even the whole idea could come under fire if someone comes out to say that they thought of the idea before and can prove it. The campaign and show could also come under scrutiny if certain political and charity groups are against some of the advertising methods used.

6) Possible methods and platforms I could advertise the series:
   - Adverts on BBC channels
   - Trailer and teasers shown on BBC channels
   - Public posters
   - BBC radio stations
   - Newspapers on the "Things to watch" and "TV Show" sections
   - YouTube and iPlayer trailers
   -  Promotion on BBC iPlayer e.g. posters and teaser clips to pop up as an advert before a person watcher a  show on iPlayer.

Click here for a better look at the production schedule.

Click here for a better look at the campaign schedule.

Advertising mind-map

Mindmap of all the things I need to include in the promotional material

Poster mock ups and drafts

Mood-board

Poster and advertising inspirations