silent night
TRANSCRIPT
The Business
As a group, we each conducted research to ensure the objectives of the brief were met.
We also individually created advertising outputs for the business which included:
- Social Media
- Leaflets
- Articles
- Websites
Mission Statement
It is vital for us as a group that we create effective media and communicational outputs.
Also to analyse the effectiveness of these outputs over the course of our research.
To help direct growth of the company through reducing noise.
To work with the community to help achieve effective ways to reduce noise on Orange Street.
Our Objectives
We have adapted our business objectives with the use of the acronym SMART:
- Smart
- Measureable
- Achievable
- Realistic
- Time
“Objectives define the entire purpose of your business (or unit) in a couple of sentences or bullet points or set of
numbers.”
Astarts with the end in mind: have clear OBJECTIVES.. 2015. A good business
starts with the end in mind: have clear OBJECTIVES.. [ONLINE] Available
at:http://www.businesszone.co.uk/blogs/richard-gourlay/do-you-have-vision-or-
are-you-just-dreamer/good-business-starts-end-mind-have-. [Accessed 06 March
2015].
good business
Smart
To develop media based communication outputs that capture the attention of the community and are effective in promoting canopies and therefore reduce noise.
To provide good quality sound proofing to different clubs and bar owners on Orange Street.
To ensure that the people of Orange Street are getting peace and quiet at night.
Measureable
The objective states to reduce noise on Orange Street.
We hope to reduce the noise by at least 85% in the next year.
Achievable
We have made our goal achievable by estimating a 85% reduction in noise within the next year – making it more of an achievable goal.
With good methods of advertisement – this will be possible.
We have done extensive research to prove the effectiveness of canopies which reassures that our proposal is achievable.
Realistic
Before we completed our long term plan – we had to ensure that our goal was realistic in terms of spreading the word with advertising and reaching out to bars and clubs to purchase our service.
We have ensured that our proposal is realistic through the research we have conducted.
We are more than aware that it MAY take longer than the time we have allocated to achieve our goal.
Time
As earlier stated – a year is our ideal time frame to establish the business idea.
Time constraints have made us realise that it is VITAL that our outputs are effective in spreading the word.
Within three months or less we could have effective promotional material.
Audience
In terms of demographics we hope to capture the attention of club and pub owners in Orange Street.
At first, we will be more likely to approach the noisier areas of the nightlife – aka bars and clubs.
With The Ballroom being particularly popular with students.
We intend to direct our proposal here first, as the canopies are most needed here at this moment in time.
Research: Canopies
“Armstrong” is a business that specialises in acoustical ceilings and walls.
The company has fitted noise reduction canopies in restaurants like Pizza Express in recent years.
“Our canopies absorb and reflect sound, creating a far
more peaceful and comfortable environment.”
The product we have chosen –the Optima Canopy Hexagon 1200 x 1200mm.
Ceiling Product Details: Optima - 2327M. 2015. Ceiling Product Details: Optima - 2327M. [ONLINE] Available at: http://www.armstrong.co.uk/commclgeu/eu1/uk/gb/ceiling_item_detail.asp?itemId=331. [Accessed 06 March 2015].
The chart below shows how the particular model we have chosen absorbs sound.
Ceiling Product Details: Optima - 2327M. 2015. Ceiling Product Details: Optima - 2327M. [ONLINE] Available at: http://www.armstrong.co.uk/commclgeu/eu1/uk/gb/ceiling_item_detail.asp?itemId=331. [Accessed 06 March 2015].
Media PlanSegment your
audience
Business
objective
Marketing
objective
Perception Message to
convey
Media tools
New customers Residents Reduce noise at
clubs means
they are able to
sleep
5 months It will allow
them to get
sleep at night.
Feature article/
Printed advert.
Existing customers Students It will be
beneficial for the
student in the
long run
3 months It will help them
has they can still
go out.
Radio/
Facebook/
Pubs/clubs To convince
them that it
will help their
business.
Help them gain
more profits and
even help
promote their
business.
2 months Why they need
it?
Promote an
event to
showcase why.
Media To promote
way to
reduce noise
to the public
To inform the
public how it will
help their
community.
6 months How it will work
and how it will
benefit them?
Poster/ signs
Theory
Harold Laswell’s 1948 model suggests “the message flow in a multicultural society with multiple audiences. The fowof messages is through various channels.”
It focuses on reaching a particular demographic, which is exactly what our business is attempting to do.
Lasswell’s model | Communication Theory. 2015. Lasswell’s model | Communication Theory. [ONLINE] Available at:http://communicationtheory.org/lasswells-model/. [Accessed 06 March 2015].