End of Year Show / / Proposal

I was having lunch with Joe Warburton when he brought up the End of Year Show competition for Leeds College of Art.  We got talking about it and came to the conclusion that we would work well together on this.  So, me and Joe are now collaborating to pitch the marketing and promotion for the Show.

So here's the brief:

 March 2012

Chloe Ackroyd – Marketing Officer

 chloe.ackroyd@leeds-art.ac.uk

0113 202 8044

End of Year Show Competition Brief
To produce designs for End of Year Show promotional materials that will be used by the marketing team to send out to key contacts and to promote the event. The aim is to encourage as many people to visit the show as possible and to engage a variety of audiences; general public, alumni, local businesses, prospective students, staff and industry.

Prize
£500  

Background

Leeds College of Art held its first end of year show in 1997.  A degree show has been held in June each year since, with local employers, communities being invited since 1998.  June 2000 saw the first College-wide End of Year Show, incorporating Further Education courses as well.

Tone of Voice

·       A friendly and informative tone of voice should be used.

·       Consistency of visual identity between the entire promotional End of Year Show materials, as some guests will receive the complete pack of material in one envelope.

·       It should be professional, considered, and innovative whilst portraying the College as a leader in art, design, media and communications education.

Mandatory Requirements

·       Poster/Leaflet - innovative piece of promotional material that demands attention even when in an environment highly saturated with other flyers and information, poster must fold to fit in an A5 envelope.

·       Private View Invite – high quality, innovative design, must fit in an A5 envelope.

·       Email Invitation – low res graphic detailing key info, to send in an email

·       Web Button – low resolution EOYS button for our college website and other social media platforms, must be (5cm x 5cm).

·       Any other supporting material that may complement the promotional range.

Deliverables for competition submission

A2 concept presentation boards identifying:
Concept and content for Poster/Leaflet, Private View Invite

Deadlines

·       Submissions to marketing by Wednesday 28^th March

·       Winner announced week commencing 2^nd April

·       Winner to present full suite of promotional material week commencing 16^th April

·       Print deadline 1^st May 

I like you / / This is me

Simplicity is key when communicating a message.  
Especially translating another language- don't cloud 
the message with terms and phrases that could be
misinterpreted by people of another culture.

My idea is to stick to two main phrases:

They have to be short to communicate my simple 
question, but also have to put my personality across 
at the same time.  These two bold statements say a lot 
about me.  I think they communicate confidence and 
friendliness- traits that (from my research) the designers 
I want to visit hold in a high light.

I like you:

Jag gillar dig

This is me:

Detta ar bra

Some initial design ideas for my PDF mail out expressing 
my interest in a studio visit.

SNASK / /

Another Swedish agency based in Stockholm.

http://ilove.snask.com/

WHY

Why do you need samples of your work?

Why do you send samples of your work?


What do you send?

Position Statement / /

Write 10 short but informative statements that identify your distinctive ‘positioning’ as a Graphic Designer. Your statements should consider your ambitions, skills and areas of creative interest in relation to the market, your clients, competition and possible collaborators and should be based on the information that you have collected in response to the set tasks.

You will need to compare a list of your skills and services against customer/client needs to those of your competitors, this should help you determine how your company is unique.

/  I want to work for someone with the same positive ethos as me.
/  I combine Type, layout and image.
/  I want to have a close relationship with printers and paper stockists to gain as much knowledge as possible on the process of design.
/  I am interested in Type; branding; editorial and design for print as disciplines.
/  I don't want to  be involved with purely illustrative work.
/  I want to work as a collective in a studio.
/  I want to work for smaller clients that have money to spend, but aren't so big that I couldn't have a direct relationship with them.
/  Eventually, I want to set up my own studio with people I know work well as a creative collective.
/  I don't want to work alone.
/  I am concept driven, and use this to create designs that not only look good, but communicate my message in an innovative way.

Finances

Our overheads were calculated with standard outgoing costs.  This included our £399 a month rent at Duke Studios.  It also included software such as the Adobe suite and Microsoft office.  

On an initial salary of £25,000 for the first year- / / £17,127 after national insurance and income tax / / 

The annual income required is £100,000.  This is with the total overhead costs of £17609.05. 

'Using these values, and based on 244 available work days, our minimum daily charge rate as 'Craft' is £482.' 

The plan is to make a profit in the first year to account for various contingency costs.  Our actual daily charge rate is £600. This will provide an annual pre-tax profit of £28,792 and a total net profit of £23,033.60. However, the amount we can charge can be anything above £482.  We have decided that we won't be charging the maximum for every client.  For example, if a charity approached us we would be able to charge a lower rate without losing out.