Kayleigh, Georgia, Ethan and Jack.

DRINK DRIVE CAMPAING

REVENUE STREAMS AND PROPOSED BUDGETS, FINANCIAL CONSTRAINTS

Revenue streams are individual methods that bring money into a company. The Home Office gets it money from the tax-payers and the Government. For our campaign we would be able to get most of the money from the Government, we may also wish to partner with a company/organization to sponsor the campaign such as; Police or a new alcohol-free product (Heineken/Becks)

When doing some research, we found that the Think Drive campaigns spent between £500,000-£2,000,000 over a year. The revenue is calculated by the gross revenue minus any additional fees that is earned during the year.

Some examples of how money is incomed through this; advertising fees, licensing the content to a third party and subscription fees for example Netflix has a monthly service fee

Mathematics is a skill needed for the financial constraints as the budget, which is to be discussed and sorted out into sections over the timing schedule for each part of the planning and filming.

PERSONNEL Preproduction Team – report on the work of 3-5 roles: what they do, who they report to skills needed.Story Editor/Analysts – the story editor supervises several story analysts who work for the studios. The primary goal of this team is to produce the basis for the advert, the progression and sequence of events and what you wish to tell. The editor oversees the story, it is the analysts' job to look at prior campaigns to ensure not only originality but also that of if the proposed idea is appropriate. The analysts then wrote a "coverage", also known as a synopsis of the material. The story editor reviews the coverage and passes on promising prospects to the studio bosses for possible development into a campaign.Skills Needed -

A clear creative vision with a consideration for the target audience and the purpose of the campaign

An understanding of the technology and techniques behind the camera to see if the idea is feasible

Location Manager - the location manager reads the script, decides what locations are suitable and necessary for the campaign, then scouts for them. The location manager visits possible locations and takes pictures to help the director find the best setting. After locations are chosen, the location manager acquires all the permits necessary for filming.

Skills Needed - Must be able to understand what is needed for the location in relation

to the ideas and campaign Should be able to assess locations effectively to see whether-or-not it

is suitable for the requirements

REGULATORY ISSUES This is when you conform to rules to meet deadlines and achieve goals.

There are regulations within a proposed budget and financial constraints of the film or media.

Budget allocation- Is the amount of funding designated to each expense line, the needs and wants, design budget, plan into action that is involved in the budget line.

To find the budget allocation, there is a need for marketing research such as surveys on the public, not being biased to a certain topic or person whom may be interested, public awareness plays a big role as so we are able to know what draws the audience into, and by having a subscriber profile. The IT budget which can be gathered from marketing investments to get the most value of the brand. The broadcast media is advertising budget transmit information electronically such as through films, videos, radio. This combines both a mobile mass and internet-based demographic, additionally, print media is produced as a physical copy such as a book, comic, magazines and newspapers.

You need to be able to work on the clock, by doing this, make sure that tasks are completed on the day and within the certain number of hours that is scheduled to be working on.

ASA (advertising standards authority) is a self-regulatory organization of the advertising industry within the UK.

TIME CONSTRAINTS How long should a campaign advert be? About 30 seconds on both TV and radio. Most campaign adverts are short, but they get the message across quickly. For example, the RNLI have a quick advert advising people to remain calm, and not to panic while stranded at sea. Because by remaining calm, you can focus on floating on top of the cold water, rather than flapping and eventually drowning. This message is given quickly and effectively. We will make our campaign 1 minute long, this full advert will be uploaded onto YouTube, a 30 second one will air on television.What time is it most effective to air the advert?

Playing the advert during the early evening, to early morning would be more effective than playing it during the day. Especially on weekends. Most people that go out drinking, go out on the weekends. So, there's more chance of them hearing or seeing the campaign. Also, during special occasions, like Christmas, as some people celebrate special occasions by going out, meeting friends and drinking. As the advert will be quite hard hitting it would be inappropriate to play the advert during the day in case of small children and people who are more sensitive to these topics than others.Time of day? As the advert is set around 6-7pm it would be wise to film the advert when it is dark, to give the full effect. We will aim to film the advert in the span of a week, hopefully less, but we have included the possibility for bad weather and other misfortunes. The week also allows us to keep to ethical guidelines for working hours, and as the advert will feature and child, we will have to be mindful not to overwork them.

FACILITIES REQUIREDBuildings The buildings required for our campaign, besides from the filming location, will primarily be a space needed for the editing and rendering of our finished product. We need enough space to house the staff of the project, including that of the director, producer and editors. There are many viable spaces that are accessible to rent, or we could acquire a space courtesy of the Home Office. Perhaps a secure facility that can be locked at night to ensure our work and equipment remains untouched. Kit In terms of the kit we will need, when it comes to filming, the key equipment needed will be that a Camera, Lenses, Sound, Tripod, Gimbal.SoftwareAt present time, the most widespread and popular used software in terms of editing is Adobe Premier Pro and Final Cut Pro X.

Legal issuesGraphical restrictions? We don’t want to traumatize viewers. However, we do want to make them feel uncomfortable, and to get the message across. It needs to have a lasting effect. It is not necessarily a choice to watch adverts, therefore it is unethical to show anything too gory or graphic without a warning. There are two ways of avoiding this. We can either have a viewer warning before the showing of the advert, or not have it be too graphic or gory.

If we needed to use music, we would either use copyright free music, or pay royalties for an artist's music. Freedom of information.As we are part of the home office, it is crucial that the public have access to any necessary information. We intend to have statistics placed throughout the advert. We will need to state where we found these statistics so that viewers can search them for themselves. Intellectual property.The finished product belongs to the home office. While we may have helped produce it, and work for the home office.

ETHICAL ISSUESAs we are dealing with a sensitive subject, we must consider whether it may cause offence or disturb viewers. We must be careful with the amount of violence shown in the advert. We don’t need to worry about sex, language or the representation of social groups- as the advert is targeted at everyone and not a specific social group. We also need to take into account how many hours people work, and keep to the ethical guidelines. CLIENT AND AUDIENCE TYPE OF CLIENT BRIEF

For our brief of working for the Home Office, due to this being a formal establishment that coerces with the governing body of the country, a formal client brief would suit us best. A formal client brief involves a scheduled meeting will take place between client and producer, in our case the client is the Home Office, and a producer who will be us. This meeting can take place either physically or using video conference where the client will outline their requirements for the product. However, it is not completely one sided and it will be a negotiation where we will also be able to give our feedback and our ideas. Written documentation with requirements will be provided for this. Follow-up meetings may be arranged.When it comes to the type of requirements, I believe we will have constraints. Meaning that there are boundaries the project must work within, for example there are certain legal and ethical issues that will be explored further within the report.

EXAMPLE OF PLANNING TOOL – SWOT ANALYSIS

Planning tools are extremely useful in aiding in pre-production planning as it helps you to easily visualize the steps you are going to take and any ideas you have, it creates a logical and methodical way of planning. Examples of planning tools include that of mind maps and mood boards, however the one we are going to further explore is that of SWOT analysis. SWOT stands for “strengths, weaknesses, opportunities and threats” and using these four headings you can reduce your initial ideas down to one idea that you can take forward. A SWOT analysis is produced during the early stages of a production to analyze which ideas are viable for a project.This is a way of conducting a SWOT analysis by breaking down each section with questions:Strengths

•What advantages does your organization have? •What do you do better than anyone else? •What unique or lowest-cost resources can you draw upon that others can't? •What do people in your market see as your strengths? •What factors mean that you "get the sale"? •What is the Unique Selling Point (USP)?

Opportunities •What good opportunities can you spot? •What interesting trends are you aware of? •Useful opportunities can come from such things as: •Changes in technology and markets on both a broad and narrow scale. •Changes in government policy related to your field. •Changes in social patterns, population profiles, lifestyle changes, and so on. •Local events.

Weaknesses •What could you improve? •What should you avoid? •What are people in your market likely to see as weaknesses?

Threats •What obstacles do you face? •What are your competitors doing? •Are quality standards or specifications for your job, products or services

changing? •Is changing technology threatening your position? •Do you have bad debt or cash-flow problems? •Could any of your weaknesses seriously threaten your business?

Using these pointers, let's take the idea of strengths and analyze that point for our personal brief of the drink driving campaign.Strengths-

Some advantages that our organization have is that due to us working for the Home Office and associating our campaign with a serious topic, the income and support we will receive will be great, particularly on the account of us wanting to make a suitable product.

What us have a team better than anyone else is a diverse group of people who have the ability and capacity to put forward a creative and organized process. We will deliver a suitable product.

In regard to unique sources and lowest-cost resources we possess, due to us working with the Home Office we have a plethora of avenues we can utilize, including that of access to information what has previously come before and clear understanding of what is needed for us. There most likely will be already a team of camera crew and actors prepared for us so this saves us the trouble of having to sort these ourselves.

I believe people in the market will consider our strengths to be that of excellent time management, effectiveness as working together as a team and our willingness to deliver an excellent product.

TARGET AUDIENCE DEFINTIION Target Audience - Particular group of people, identified as the intended recipient of an advertisement or message. Also called target population.Due to our advert being shown around Christmas time and therefore reaching a wide audience, our target is essentially everyone and must fit the requirements as to not to offend and be suitable for the majority of audiences. However perhaps there is a specific demographic we are appealing to, upon further research into the matter of drink driving, we found out that of all the accounted drink driving accidents, almost 85% were men. This is a staggering difference between men and women and therefore we want to essentially target men and reduce this statistic.This will be reflected in our campaign as our lead character whom is the one committing the collision will be a man, essentially in the hopes that this will resonate more with the men watching to be aware of the consequences. Another factor to consider when talking about target audience is that of how due to us showing the campaign during ad time on television during Christmas, we have to be aware that young people could be watching, therefore we should consider the ways in which we are driving the message across. For instance, we will rear away from showing outright violence and gore, and we believe we can still make an effective and thought-provoking campaign without the use of bloody imagery.