Who gives a Crap focal target audience are users aged between 25-30, it is therefore critical that throughout the flyer I consider the brands existing target audience so who gives a crap can reach their audience in a more authentic and direct way helping develop an effective marketing strategy.
It is paramount that I include design elements that are parallel to the brands image, therefore I only included colours that represent the brand. To ensure the leaflet popped I used repetition of colours and limited the colours to Blue, purple and black as they are the main colours that reflect the brand. Additionally, I turned up the saturation on my images to 22 to tone and create a bolder more energised appearance creating a more vibrant effect. When choosing my fonts, I wanted to ensure I created a visual hierarchy, to ensure this I picked contrary fonts, such as Shirkhand, a bold, expressive font compared with Open Sans light that’s design is to look clean on digital screens. By choosing contrary fonts it allows me to create a visual hierarchy for the information on my leaflet, using bolder fonts for my headings and lighter fonts for information.
One of Who gives a craps main brand element is the humour that they project throughout their marketing, Hootsuite (2018) suggested that including ‘content that shows and conveys the values of the organisation’ is one of the main elements to create successful content. Therefore, I included humour throughout the leaflet by incorporating it into the headlines, text and images to convey the values of the organisation and keep on attracting their target audience. Additionally, Kolter (2017) and Scheafer (2017) believe the key to great content is creating content that shows ‘self-interest of the customer’, I therefore incorporated a large amount of content focused on the self – interest of the customer, such as influencing them to share their own jokes with the hashtag and asking them questions on what they would do without a toilet.
To increase the search engine optimisation, I included a hashtag to help the visibility of the content. It’s crucial to include key words in the hashtag that generate a lot of searches. The hashtag cheeks has over 1.5 million posts, to enhance the search engine optimisation I incorporated cheeks into my hashtag and used ‘treatyopeach’, therefore increasing the visibility of the content and increasing Instagram engagement further helping achieve the objective to increase their Instagram engagement by 30%. Keuse (2017) and Chaffey (2017), suggested that we should base our ‘content around our goals and objectives’, therefore the leaflets primary focus is to help Who gives a crap achieve their objectives through the leaflet. One objective is to increase engagement on their Facebook by 20%, to ensure this is achieved I placed the social media logos on a different colour border and used a bold colour for the links to create a visual impact influencing people to look and therefore visit the page. Additionally, the hashtag also results in an increase in user- generated content as it will influence people to share their own content using the hashtag, helping achieve the objective of a 25% increase in user generated content. Finally, to achieve a 15% increase in their web traffic to their website I added a website link in bold colours and bold writing to increase engagement.
References:
[1] Chaffey, D. & Ellis-Chadwick, F. 2016, Digital marketing, Sixth edn, PearsonEducation, Harlow.
[2] Hootsuite Social Media Management. (2018). Content Curation: A Beginner’s Guide To Curating Content. [online] Available at: https://blog.hootsuite.com/beginners-guide-to-content-curation/ (Links to an external site.).
[3] Schaefer, M.W. (2019). Marketing rebellion : the most human company wins. Schaefer Marketing Solutions.
[4] https://designschool.canva.com/courses/graphic-design-basics/?lesson=design-to-communicate
Word count 545 (without insight referencing)
