Brand Promotional Plan

Fig. 1.

Polaroid images (2014) We Heart it

Capture

that warm fuzzy feeling

Erin Davies FASH10106 Brand Promotional Plan

Contents

Fig. 2.

Cork board piece (2014) Small Steps approach

1.

2.

3.

Introduction

Context

The Big Idea

4.

5.

6.

Creative Concept

Execution

Summary

1

To briefly introduce you to our brand Capture, we wish to provide you with all of the necessary information regarding our brand story, research and development, and evolution into a stand alone, successful fragrance brand. Within this plan, which will compliment our launch, we will reflect our intentions for our goals and targets during our six months of promotional activity. Fig. 3.

Ripped note (2013) Graphics Fairy

We aim to successfully launch a new fragrance brand that will hold a firm stance within the competitive fragrance industry, whilst proceeding to innovate and develop with the consumer needs in mind.

- To create a fragrance product that responds to a consumer need and a gap in the market.

- Understand and research into the market we are entering in to.

- Ensure that the creative approach to the styling of the brand conforms to the value of the brand.

- Accurately launch a product through the advertising means that best suit our customer.

As a collective group, each team member had similar thoughts on every macro trend that was brought to the table. Therefore to move forward in our idea generation we had to consider every expansive trend and its potential to innovate and evolve into something that would thrive in its own right in the over saturated fragrance market. To gain some initial key insights into what kinds of trends were dominating the market currently, we referred to magazine tear sheets of fragrance adverts that all appeared to be populated by the trend for sensuality and indulgence. A common factor in this trend was the appeal of ‘sex sells’ as favoured by some of the most successful brands in this field, i.e.

Tom Ford (Dazed, 2015). Initially, we were influenced by the great success of the brands more in favour of the provocative approach to advertising, but soon became deterred by the lack of differentiation we could bring forward with a new brand that would

be fighting for dominance in an already overly populated market.

It came to our attention that in order to gather a more diverse range of ideas we were to take a step back and look at what were not only popular trends within the fashion industry, but to reference the wider macro trends that are affecting everyone in all parts of the world. Some of the macro trends that were current included ideas of sustainability, female empowerment and strength and also the effect on the environment and the rise of organic products (10 Global Macro Trends for the Next Five Years - Analyst Insight from Euromonitor International, 2012).

Soon after deciding that these macro trends also left little room for innovation, we interestingly looked into the macro trend for ‘the quantified self’. The essence of the ‘quantified

Context

self’ refers to the wellbeing of ones self, calculating their welfare through different aspects of the way one lives (Kurt, 2014). Through means of association we then related moods and feelings to this macro trend and delved into some research into what made people happy. After discovering that one of the overwhelming emotions was ‘love’, we then referred back to the tear sheet adverts to see that many of the adverts that conveyed the narrative of love and relationships exclusively featured heterosexual couples, suggesting a gap in the market for a same sex couple’s fragrance.

However through primary research it was revealed that not many couples were in favour of sharing a scent with their partner, but still liked the idea of having a personalised scent that they both shared, which reminded them of an event. So we evolved this idea into a home fragrance, potentially a room diffuser, that would be a scent that reminded them of memories shared together. As a group from the start point, we had collectively agreed on targeting a larger market, therefore with the development of this idea we would be travelling down the route of creating a very niche brand in which our desire to develop a high demanded product would be unfulfilled by the lack of a strong need for it.

Through much deliberation, the next logical step was to return back to an idea that we as a group felt was strong and unique enough to launch a brand from, and this was ‘the quantified self’ (Kurt, 2014).

To really kick start this idea and define it further, we did secondary research into ‘moods’ in which we discovered the celebrity Drew Barrymore had created scents such as ‘Radiant’ and ‘Sultry’ that were more generalised in the women’s market. Therefore reflecting back to the idea of a home room diffuser was the logical solution when selecting a section of the fragrance industry to contend in (Mychaskiw, 2014).

Thinking about home scents, the majority of our inspiration from intensive research derived from the brand ‘I Hate Perfume’ who create specific scents such as ‘In the Library’ (I Hate Perfume, 2015). To innovate and evolve from the ideas of this brand, we agreed to really affirm our micro trend of moods by linking these smells to a happy memory.

The majority of the development stage into forming a solid idea was to determine a consumer. Our thoughts were to link old memories with new beginnings, and by taking a step back and realising that we as a group are the people who would desire a product that is based on nostalgic qualities, we would be the users. A uni student who is beginning a journey in a new place but still wishes to capture old memories of home. Additionally, the idea of a room diffuser that links scents to moods and memories seemed the perfect fit. This enabled us to develop the beginnings of our new brand, ‘Capture’.

- Ensure that all heath and safety laws are abided by, i.e. ingredients of the product etc.

- Looking after the brand image, i.e.

Copyright laws - Adhering to Consumer protection laws

- Consumer's belief and confidence in our brand - Economic inflation could cause problems with consumer - Responding to a customer's demand and changes in demands

- Potential decrease in students attending university because of higher tuition fees etc.

- Buying habits of our consumer could change - Growing rise of mass produced products could overwhelm small business

- Product could not be technologically advanced enough for user - Staying relevant on social media, i.e.

Facebook. Consistent flow of content Fig. 4.

PEST Diagram (2015) Own work

Key Insights 1. Important to thoroughly test the safety of products used to create such defined scents.

2. Survey the current social issues affecting the buyer not just the user, i.e. youth issues in society 3. Ensure that although product is not technologically advanced, to keep up a relevant voice on social media

- Good Communication skills - Delegate tasks well/ evenly - Aid eachother in expansion of ideas - Diverse range of skills within the group - Equal amount of work/effort put in by each member of the group

Fig. 5.

- Such a unique idea that it allows us to really push and develop it to the very limit - Potential to utilise the diverse skill sets that each member of the team posesses

SWOT Diagram (2015) Group work

- Sometimes indecisive, so time management may suffer - Not very successful at refining ideas - Artculating ideas to others i.e. graphics students - Not a very cohesive collaboration with

- Potential to not push the idea to its limit, resulting with a product that could be perceived as 'twee' or 'gimicky' - Threat of being unable to articulate the idea clearly or concisely enough for consumers to understand

Key Insights 1. Ensure that when communicating the big idea, it is done concisely and clearly.

2. Push the idea to the best of our ability, moving away from a 'twee' image.

3. Make fast paced decisions that will aid the progression of the idea and not affect our overall time management.

The Big Idea Fig. 6.

Stress sketch (2014) Pinterest

‘Every day we have ideas. They are the most profound of products that we as humans generate.’ (Hegarty, 2014, p.g. 16).

The ‘big idea’ at the heart of the brand Capture is to create and market a personalised fragrance room diffuser for students at university that encapsulates smells that can be linked to specific memories. The intention of this is to create a home away from home. This nostalgic gift creates an emotional connection between the buyer and the user through the element of customisation. The idea of a ‘message in a bottle’ plays a significant role in the individualism of our product. When buying the product, consumers will be able to write a handwritten personalised message on distressed, coffee stained paper to their loved one as a way of further affirming that emotional bond.

Last Summer Holiday

which is made up of the smells of sun cream, sea and sand that sums up your last memorable holiday with your best friend.

Fig. 7.

Beach sketch (2014) Pinterest

Our First Date remembers the Fig. 8.

smells of red wine, rosemary and warm spices that take you back to the time you first met your partner.

Restaurant sketch (2012) Flickr

Baking at Grandma’s remi-

nices over the time spent cooking in the kitchen, strong scents of vanilla, whipped cream and strawberry reminisce to that memory of rainy afternoons spent decorating cakes with a mother or grandmother.

Fig. 9.

Cupcake sketch (2012) Pinterest

General

Specific

Luxury

Gap in the market

Mass

Fig. 10.

Perceptual Map (2015) Group work

Why should you care?

‘By viewing marketing from the consumer’s perspective, far more must now be achieved than just delivering the right products at the right price.’

(Posner, 2011, p.g. 49).

It is only essential to create a brand within an overly populated fragrance industry that produces products that respond to a great desire or consumer need for that item. In the case of our brand, the need for our product grows stronger every year. In 2013 UCAS reported that ‘record numbers of UK students were accepted for full-time university courses’ (Coughlan, 2013).

This meaning that as students increase, so does the desire for a unique gift to be given to your loved one who is leaving home for the first time.

A significant demand has evolved from the trend for individualised products.

As stated in Marketing Magazine, ‘true personalisation is when consumers elect a preference and build products and services around their needs.’

(Bainbridge, 2013).

As consumers we require the opportunity to purchase products that are fully consumer based, and reflect our lifestyle, personality and

relationships, which is everything we aim achieve at Capture.

There’s also a great desire for reasonably priced fragrance products.

On the whole, the fragrance market is primarily dominated by global brands that sell their products at luxury prices.

Therefore it is our intention to bring forward a set of three room diffusers all of which contend within the middle/ mass market.

The unique selling point to Capture is our wholehearted dedication to strengthening, maintaining and reaffirming the emotional bond between each one of our consumers and their loved one. We approach the handmade, craft element to our brand with an alternative edge that helps us to disassociate our brand with descriptions of ‘twee’ and gimicky’. Capture brings new light to the ‘handmade’ trend, putting care and attention into every aspect of our products. At Capture we’re a completely consumer driven brand. We understand the consumer’s desire to feel the personal insight that a brand has put in to fully care for their customers, something which Capture puts above anything else.

The Consu

e umers As our products have such a unique concept, as to do our target consumers. Instead of having one defined consumer we set out to have three distinct consumers, ‘The Family Member’, ‘The Friend’ and ‘The Partner’ all of which have some form of emotional connection with the user, the univeristy student. Laid out in the following pages are three consumer profiles that will give you an insight in to the life of each of our consumers and also a glimpse into the type of lifestyle of the person who the product will be gifted to.

Fig. 11.

The Family Member

Fig. 12.

Mother and Daughter (2014) Tumblr

Cork board piece (2014) Small Steps approach

About

- This consumer would share

a personal family connection with the user, potentially a Mother or Grandmother would gift this to their loved one.

Occupation - Works full time as a Nurse

in a busy hospital.

Age - 35 + Lifestyle

- Fast paced lifestyle revolved around her job, children and husband whilst rarely getting time to herself.

Interests - Devoting time to her children, spending quality family time together, meeting with friends for coffee catch ups, reading women’s home/lifestyle magazines.

About

- This consum

bond of friendship w and close bond that share anything with o

Occupation - Work

Nursery Assistant in

Age - 18 - 25 Lifestyle - Relaxed,

which gives her plen around her working

Interests

- Keeping on social media platf and Instagram, shop playing competitve n club, going out for c friends on the weeke

Lovers watercolour (2014) Pinterest

ks part time as a her home village.

easy going lifestyle, nty of lesiure time life.

g an active stance forms - Facebook pping with friends, netball at a local cocktails with her ends.

About

The Partner

Fig. 14.

Friends sketch (2014) Tumblr

The Friend

Fig. 13.

mer would share a with the user, a fun allows them to one another.

- This consumer would share

a close, personal and emotional bond with the user, their bond would come from feelings of deep love and affection.

Occupation - Works full time at a

marketing business in the nearest city.

Age - 18 - 25 Lifestyle - Fast paced, busy lifestyle that

means they have to commute on a daily basis

Interests

- Engaging with social media platforms - Facebook and Instagram, keeping fit in the gym, going on local walks to get away from the City, spends some weekends at partner’s Univerity.

Fig. 15.

Mother and Daughter collage (2010) Flickr

Consumer Media Diary 'The Family Member'

- Wakes up to Radio 1 Breakfast Show on alarm - Eats breakfast whilst watching BBC Breakfast - Checks social media sites i.e.

Facebook, and updates status - On drive to work, takes in posters etc.

- On break from work, checks Facebook and emails on mobile - Calls to supermarket on the way home whilst viewing posters in store - Enjoys a relaxed evening watching TV with family

Fig. 16.

Uni Student Mood Board (2015) Group work

The Uni Student

Brand Onion TV/Youtube Ad

Emotive Connectivity Nostalgia

Social Media Brand in Action Print Ad Website/Blog

Comfort

Brand Values Specific Scents Personalisation

Capture Homely

Handmade

Emotive Brand Personality Individual

Personal

Quality Connecting past and present Brand Essence Home away from home Fig. 17.

Brand Onion (2015) Group work

In terms of creative concept it was apparent that the avenues we could venture down to appeal to such a niche consumer were quite restricted in order to maintain an edge in the gift market. However, we also wanted to appeal to that same handmade element that is at the heart of our brand.

We made it our mantra to have three key words that summarised our potential creative concept; personal, handmade and emotive. With these affirmed words, we took to mapping out potential ideas we could approach to best reach our consumer. After consulting our visual inspiration boards the elements of shabby chic came through as a potential path to explore, with craft materials such as string, cork board and tape becoming key features for the execution of our print advert.

Creative Concept We wouldn’t be able to develop any further without creating a bank of inspiration to reference during the formation of our creative concept, as the words of Hegarty states, ‘the value of an idea is in how it draws inspiration from the world around us’ (Hegarty, 24, p.g.20).

Inspiration derived from Anya Hindmarch’s London Fashion Week show from 2013 to help us to shape our idea further. Her show consisted of an over sized ‘two-storey illustrated cardboard carousel’ (Vogue, 2012) which detailed different scenes within a house, including just the right amount of eclectic kitsch that would be required to execute our marketing in our brand’s image.

Incorporating the element of illustration from the doll prop house, the natural spread of the idea was instant in terms of executing our video advert. With the additional influence from YouTuber Claire Marshall’s ‘What’s in my Bag’ video (Claire Marshall, 2015), the link between her style and Capture’s was evident.

Elements of hand illustrated, colour infused images turned into animation with the use of human interaction i.e. a hand moving the images across the page. This added a personal feel that we would be able to adopt and then adapt to tell our own brand story through all three scents and memories Capture explores.

This creative concept would appeal to all three of our target consumers as each execution reflects craft and illustration. This handmade element shows how care and attention has been put into every aspect of the campaign, highlighting the fact that we put as much careful detail and love into our products as you would put in to selecting a gift for your loved one.

Fig. 18.

Fig. 19.

Fig. 21.

Fig. 22.

Brand Mood Boards (2015) University Photographer

Brand Mood Boards (2015) University Photographer

Brand Mood Boards (2015) University Photographer

Brand Mood Boards (2015) University Photographer

Fig. 20.

Brand Mood Boards (2015) University Photographer

Visual Research

Fig. 23.

Brand Mood Boards (2015) University Photographer

5

Fig. 24.

Final Print Advert (2015) Own work

Print Advert

Fig. 25.

TV Advert Screenshot (2015) Group work

Fig. 27.

TV Advert Screenshot (2015) Group work

TV A

TV Advert Screenshot (2015) Group work

Fig. 28.

Advert TV Advert Screenshot (2015) Group work

Fig. 26.

Graphics Collabora

Fig. 29.

Bottle Design (2015) Graphics team

ation + Evolution

Fig. 30.

Bottle Design (changed) (2015) Annabel Borsberry

To connect to our varied but very segmented target audience of three categorised consumers, Capture have ensured that they have approached both traditional marketing and internet marketing i.e. social media in the most effective way in order to gain maximum exposure.

In the words of Alistair Macrow, ‘When you write ‘mum’ as the target audience of the brief, you are already getting it wrong. You need to ask the right questions first.’ (Kemp, 2015). Our consumer of ‘the family member’ i.e. mother indicates that in order to reach their attention, this should be done through more traditional channels. This is because of the naturally busy lifestyle that mothers lead, mothers are more likely to catch a glimpse of a print ad on a visit to the supermarket or see the advert on TV in-between one of their favourite soap dramas, than to check their Instagram. Therefore we would utilise our TV advert, feature our print campaigns in more mass market home orientated magazines i.e. Good Housekeeping, Easy Living etc, and approach more ambient advertising of placing posters in bus stops and shopping centres. It’s also acknowledged through secondary research that the majority of the people are successfully tech savvy within this consumer group, however through this research, we discovered that one of the most popular and successful media channels amongst mothers, grandmothers etc, was Facebook, therefore it seemed the next progressive step to establish a voice on this selected media platform.

Media Channels To reach our consumer of ‘the friend’ it was fairly natural to approach social media as the dominant communication tool. At Capture, we as avid social media users understand the importance of maintaining a stance in the internet marketing world to stay relevant. Therefore as with some of our other consumers it’s evident that the ‘best friend’ who would gift this product to their friend would have a significant presence on these platforms. As to with ‘the family’ consumer we had to research into what was the most commonly used media within that demographic, with Instagram and Facebook being the most prominent. The use of Instagram gives us a visual medium to connect with our consumers, whilst also providing them with extra content i.e. behind the scenes.

Facebook, as to with ‘the family’ consumer is crucial for sharing content, ‘with more than 1 billion people using the network each month’ (Washenko, 2013) it provides you with the ability to distribute an equal balance of text and visuals, meaning that this powerful platform still overpowers its competitors.

‘The partner’ consumer is a consumer group that is fairly difficult to establish in terms of media channels, as they could be open to both forms, internet or traditional marketing. We intend to utilise the TV advert to appeal to them initially, placing the advert between prime time tv shows, i.e. Britain’s got Talent, with the emotive nature of the advert engaging their interest. Additionally, ambient marketing would appeal to this group, with adverts placed in shopping centres, bus stops and on advertising spots on the underground ensuring that no matter the pace of their lifestyle, awareness is raised of the brand. Social media also plays a part here, with the estimation that the partner who is gifting the product fits into the stereotype of a social media generation, we would also employ the use of advertising on our Facebook page and Instagram to coincide with their daily routine of engaging with social media to connect with their loved one.

Fig. 31.

Media Channels Diagram (2015) Own work

Fig. 32.

Communication tool - Mobile (2015) Own work

Communication Tools

Communication tool - Website (2015) Own work Communication tool - Facebook (2015) Own work

Fig. 33.

Online

Fig. 34.

Traditional Marketing

Fig. 35.

Visualisation - TV Advert (2015) Own work

Fig. 36.

Fig. 37.

Visualisation - Bus stop (2015) Own work

Visualisation - Shopping centre (2015) Own work

Consumer Decision Process

Loyalty Loop

Fig. 38.

Brand Loyalty Loop (2015) Own work

Enjoy

- Are you enjoying the experience of our brand?

Advocate - Consumer would favour our product over others based on experience with product.

Bond

- A personal relationship is formed between our brand and the consumer through point of contact in stores and social media sites.

Consider - Consumers would consider our brand after engaging with TV and

print adverts and additionally with social media platforms.

Evaluate

- Evaluate the brand experience, did the product meet up to consumer expectations?

Method Both social media and traditional marketing work in harmony to promote our brand. The method of staying engaged with our consumer is vital to us at Capture, we have points of sale both in-store and online which enables us to gain a wider reach. The traditional form of posters and print advertising aims to secure consumer attention whilst they lead their busy lifestyles but also on social media platforms during their periods of relaxation too.

Message Capture portrays a message of care and attention in terms of our product creation. Each bottle is formed with a personality, lifestyle and memory in mind.

Personalisation is at the heart of everything we do. Capture value creating individualised products that aim to ignite and sustain an emotional bond between the buyer and user which acts as a comfort when moving and living in a new place.

Sequence of Events Media Our intention is to launch with the use of social media accounts, Facebook and Instagram due to their beneficial large reach. After utilising these accounts, we will then adopt a more traditional marketing approach to really make our campaign personal to the consumers.

Timing The timing in terms of the launch of our brand is crucial. We aim to begin our campaign 4 months before the start date of University in September. This allows us to build a consumer relationship during this period with the end aim of ensuring that the consumer follows through with the purchase.

Message

Fig. 39.

Pinned Polaroid (2015) Colour Box

advertising campaign' y an of t en em el l ia 'The message is a cruc 4.)

(Posner, 2011, pg. 16 eginnings.' This b w ne s, ie or em m ld ept is 'o Capture's core conc our executions, print, of e on ch ea of t message is at the hear capturing the or f d an st e W . es gi strate video and marketing 'that warm fuzzy te ea cr at th ts en sc / emotions/memories/ new journey at ur yo on u yo h it w t connec feeling' that then re with it being vital , nd ra b r ou to y ke is university. Nostalgia for university er d or in t en sc a to emory that we can link a m ere in their new ph os m at ar ili am f at students to obtain th environment. to ensure that nd ra b a as us or f rtant Additionally, it's impo shared between the d on b l na io ot em e ally we fully focus on th the consumers to re of e on ch ea d an t university studen our customers first. g in tt pu of e lu va r affirm ou ely personal and et pl m co is o d e w ng hi It’s vital that everyt of massed produced ld or w e th g in ish in im individualised. D leness of crafting, b m hu e th s ce or f in products, Capture re otion and care into em e th ng ci or f in re personalising and product creation.

Fig. 40.

Polaroid Event Timeline (2015) Own work

May

Timeline of June

July

Initial Launch

- TV advert is aired in prime time advertising slots, between soaps and entertainment programmes

- Taking place in three different locations, local beaches, bakeries and restaurants.

- Launch a countdown on Instagram with daily posts deatiling how many days it is until the start of University.

- Events carried out throughout the day i.e. cupcake baking masterclass, wine tasting and beach games.

- Behind the scenes content uploaded to social media sites i.e. Facebook

- The scent that coincides with each location will be handed out as testers

- The three signature scents will be available for a one month limited release to buy on the retailer notonthehighstreet.com - Monitoring and maintaining presence on social media websites - The launch of print campaign in magazines, and as posters in shopping centres and bus stops

f Key Events August

2016

September October

scent

ur #snapyo

Final Launch - In the month leading up to the beginning of university we create a brand launch event in John Lewis - Consumers are invited to smell the scents whilst being able to design and personalise the diffuser bottles and personal notes - Gift boxes containing the elements that make up the scents i.e. suncream, will be distributed to the public

- Following the local launch, consumers who attended the event and gained contact details, will be set up with a emailed newsletter detailing information on the final launch whilst offering incentives to them, i.e. discounts and samples

- In the months following the uni student’s departure from home an Instagram campaign issued with the hashtag #snapyourscent will launch to engage the users to take images of how they have displayed their diffusers in their uni rooms

- Countdown to moving day on Instagram comes to a close

- These images can then be shared with their loved ones as a way of affirming that emotional bond

Final Thoughts

Fig. 41.

Illustrated Dolls House (2015) University Photographer

The Capture experience from initial ideas to final execution has been a journey of evolution, adaption and eventual success. The progression has been a long process but as a brand we now hope to contend as a firm competitor who's unique style will be advocated above the masses.

List of References I Hate Perfume (2014). Available at: http://cbihateperfume.com/shop/ home-scents/home-sprays/ (Accessed: 2 June 2015).

10 Global Macro Trends for the Next Five Years - Analyst Insight from Euromonitor International (2012).

Available at: http://blog.euromonitor. com/2012/11/10-global-macro-trendsfor-the-next-five-years.html (Accessed: 2 June 2015).

Bainbridge , J. (2013) Getting personal: how much further can the trend go? Available at: http:// www.marketingmagazine.co.uk/ article/1214152/getting-personalfurther-trend-go (Accessed: 3 June 2015).

Claire Marshall (2015) ‘WHAT’S IN MY BAG | heyclaire’, YouTube.

YouTube. Available at: http://youtu. be/WDV1SiXUE3k (Accessed: 1 June 2015).

Coughlan, S. (2013) ‘Record numbers of students enter university’, BBC Education & Family, 19 December.

Available at: http://www.bbc.co.uk/ news/education-25432377 (Accessed: 3 June 2015).

Dazed (2015) Controversial fashion ads. Dazed. Available at: http:// www.dazeddigital.com/fashion/ gallery/19779/1/controversial-fashionads (Accessed: 2 June 2015).

Hegarty, J. (2014) Hegarity on Creativity: There Are No Rules. United Kingdom: Thames & Hudson.

Kurt, D. (2014) ‘Quantified Self Definition’. Investopedia. Available at: http://www.investopedia.com/ terms/q/quantified-self.asp (Accessed: 2 June 2015).

Mychaskiw, B. M. (2014) Drew Barrymore Is Launching Three Fragrances! InStyle.com. Available at: http://www.instyle.com/news/drewbarrymore-launching-three-fragrances (Accessed: 2 June 2015).

Posner, H. (2011) Marketing Fashion: Portfolio Series. London: Laurence King Publishing.

Vogue (2012) Anya Hindmarch Spring/ Summer 2013 Ready-To-Wear, Vogue.

Vogue UK. Available at: http:// www.vogue.co.uk/fashion/springsummer-2013/ready-to-wear/anyahindmarch (Accessed: 3 June 2015).

Washenko, A., Sprout social (2013) Why Facebook Is Still the Most Important Network for Brands.

Sprout Social. Available at: http:// sproutsocial.com/insights/facebook-forbrands/ (Accessed: 2 June 2015).

Appendix

List of Illustrations Fig. 1. We Heart it, (2014), Polaroid Images [ONLINE]. Available at: http:// weheartit.com/entry/57868094 [Accessed 03 June 15].

Fig. 9. Pinterest, (2012), Cupcake Sketch [ONLINE]. Available at: https://www. pinterest.com/pin/54113632993044461/ [Accessed 03 June 15].

Fig. 10. Group Work. Perceptual Map (2015)

Fig. 2. Small Steps Approach, (2014), Cork Board Piece [ONLINE]. Available at: http://smallstepsapproach.com/SSA/ News_files/background_cork_board.jpg [Accessed 03 June 15].

Fig. 11. Small Steps Approach, (2014), Cork Board Piece [ONLINE]. Available at: http://smallstepsapproach.com/SSA/ News_files/background_cork_board.jpg [Accessed 03 June 15].

Fig. 3. Graphics Fairy, (2013), Ripped Note [ONLINE]. Available at: http:// thegraphicsfairy.com/wp-content/uploads/ blogger/-Bwz1FKbS7eo/TZz3u4REFJI/ AAAAAAAALmo/qu8rYEJ5beo/s1600/ texture%2Bvintage%2Bephemera-graphicsfairy004sm.jpg [Accessed 03 June 15].

Fig. 12. Tumblr, (2014), Mother and Daughter [ONLINE]. Available at: http://illustratedladies.tumblr.com/ post/22360146473 [Accessed 03 June 15].

Fig. 4. Davies. E. PEST Diagram. (2015) Fig. 5. Group Work. SWOT Diagram.

(2015) Fig. 6. Pinterest, (2014), Stress Sketch [ONLINE]. Available at: https://www.pinterest.com/ pin/564216659539672505/ [Accessed 03 June 15].

Fig. 7. Pinterest, (2014), Beach Sketch [ONLINE]. Available at: https://www.pinterest.com/ pin/340092209333388166/ [Accessed 03 June 15].

Fig. 8. Flickr, (2012), Restaurant Sketch [ONLINE]. Available at: https://www.flickr.com/photos/ nastialarkina/8137637827/ [Accessed 03 June 15].

Fig. 13. Tumblr, (2014), Friends sketch [ONLINE]. Available at: http://aplaceforart.tumblr.com/ post/56623666967/summer-love-moreart-here [Accessed 03 June 15].

Fig. 14. Pinterest, (2014), Lovers watercolour [ONLINE]. Available at: https://www.pinterest.com/ pin/381469030907845821/ [Accessed 03 June 15].

Fig. 15. Flickr, (2010), Mother and Daughter collage [ONLINE]. Available at: https://www.flickr.com/photos/ allisondiaz/5206804569/ [Accessed 03 June 15].

Fig. 16. Group work. Uni Student Mood Board (2015) Fig. 17. Group work. Brand Onion (2015) Fig. 18. University Photographer. Brand Mood Boards (2015)

Fig. 19. University Photographer. Brand Mood Boards (2015)

Fig. 34. Davies. E. Communication tool Website (2015)

Fig. 20. University Photographer. Brand Mood Boards (2015)

Fig. 35. Davies. E. Visualisation - TV Advert (2015)

Fig. 21. University Photographer. Brand Mood Boards (2015)

Fig. 36. Davies. E. Visualisation - Shopping centre (2015)

Fig. 22. University Photographer. Brand Mood Boards (2015)

Fig. 37. Davies. E. Visualisation - Bus stop (2015)

Fig. 23. University Photographer. Brand Mood Boards (2015)

Fig. 38. Davies. E. Brand Loyalty Loop (2015)

Fig. 24. Davies. E. Final Print Advert (2015) Fig. 25. Group work. TV Advert Screenshot (2015)

Fig. 39. Colour Box, (2015), Pinned Polaroid [ONLINE]. Available at: https:// www.colourbox.com/preview/1171079single-polaroid-image-on-a-stripy-paperbackground.jpg [Accessed 03 June 15].

Fig. 26. Group work. TV Advert Screenshot (2015)

Fig. 40. Davies. E. Polaroid Event Timeline (2015)

Fig. 27. Group work. TV Advert Screenshot (2015)

Fig. 41. University Photographer.

Illustrated Dolls House (2015)

Fig. 28. Group work. TV Advert Screenshot (2015) Fig. 29. Graphics team. Bottle Design (2015) Fig. 30. Borsberry. A. Bottle Design (changed) (2015) Fig. 31. Davies. E. Media Channels Diagram (2015) Fig. 32. Davies. E. Communication tool Mobile (2015) Fig. 33. Davies. E. Communication tool Facebook (2015)

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Erin Davies, Sophie Crouchman, Lucy Leech, Annabel Borsberry

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