2. As one of our 3 choices for advertising clients, we thought we'd think a little outside the
box and go with one that wasn't on the list of choices for clients. That way it'd be more
unique and different from everybody else's in the class.
I suggested Balzano's Deli in Cambridge as one of our client ideas. When digging into
the research area, I realised that there wasn't much about Balzano's online. All there
really is that THEY monitor and post for, is a Facebook page.
Balzano's Deli has been an ongoing
family business for the past 40 years (or
more). It's located in very central
Cambridge, down Cherry Hinton Road.
Every day at around 4am the bakers are
in to start baking bread and pizzas for
the daily sales and later on in the
morning fresh pastries are also baked.

3. This is a good place to advertise because they've already got a really strong
business going so budgets for good sources of advertisement would be easy to
gain and it has a selective range of customers that could easily be branched out
even further to a wider range of ages. They've also only got Facebook and a
fantastic word of mouth to get the good reviews and new customers - however,
they could easily go much further and put up more social media networks around.
We thought that the billboard idea would be a good one as we found out that the
price to put our ads up is reasonably small per month, and the billboard we were
looking at was a particularly good location as it was just a 10 minute walk up the
road in the Leisure Centre in front of Cineworld. And everybody knows that THAT
is the key location for Hills Road Sixth Form College students to go for lunch.

4. Nanna Margarita used to live in Mexico City created
the first Nanna Mexico in 1958. She was a single
mother with seven kids, who desperately needed
some food. Times were hard but one day Nanna
Margarita set off to go out on the street with her
kitchen table laden with fresh ingredients. From that
day on Nanna Margarita created the Nanna Mexico,
she turned market-bought ingredients into mouth
watering meals for the local factory workers.
Nanna Mexico is not just about the delicious food but also has a story of struggle
behind it. The fight for survival Nanna Margarita had with her seven kids and the
passion and motivation within her to bring Nanna Mexico to life. Nine years ago Luis
had a passion to bring his Nanna's Mexico to the UK, to bring the smell, the colours,
the textures, and most importantly, the ingredients of his Nanna’s kitchen are what
you will find in his Nanna Mexico. Luis has come a long way from the table in the
streets but as Luis says:
"I like to think that my role now is the same as my nanna’s was way back then. To
serve you delicious, fresh food to nourish you for the day ahead."

5. Nanna Mexico is located in two places in Cambridge:
29 Petty Cury 33 Regent Street
Cambridge Cambridge
CB2 3NB, United kingdom CB2 1AB, United kingdom
This is the Nanna Mexico logo.
One way the promote their Nanna Mexico
is with this van.

6. People love offers and feeling like they
have got a great value. The £10 every
evening for a main item, chips and salsa
any drinks and dessert is a great offer and
will draw attention to many such as
couples and families. The Student Monday
is a great appeal to all the students
studying in Cambridge, they want cheap and to feel valued. They are also
advertising their social media networks on their website, they have put "follow us on
twitter and grab an offer every Tuesday'. This is giving the customers a hope of
offers and a great meal out.

7. Burwash Manor has 17 different units that
include cute cafes, that bring something
different to the community they've been up
and running for 20 years and are still
expanding. Later this year the farm is
hopping to opening a restaurant; this will
be a great new addition, this is ideal for a
day out as its got farm life to see as, well
as little shops and cafes if you need to
grab a coffee with a friend and catch up
also with the new restaurants shops will be
open later and enjoy the sights at night.

8. Alice Synge is happily married and is a mother of two boys (aged 4 and
7), she is also the founder and owner of Backstitch Co.
. Backstitch originally started in her home office while she was looking
for 'the business idea' that will change her lifestyle. Alice finally decided
she wanted to sell fabric online in 2010. Only recently she opened her
first Brick and Mortar store in March 2014, by opening a retail premises
the business has changed rapidly then where she started of. Alice's day
starts with Backstitch when doors open 10am until they close at 5pm.
The store its self is a fabric and haberdashery
retailer that sell: contemporary patterns, books,
fabric and haberdashery for quilters, dressmakers
and craft sewers/sewists. Backstitch also have
various classes in: dressmaking, embroidery, hand
sewing, machine sewing and quilting for any level of
stitchers at the main shop. It is located on a
gorgeous farm at Burwash Manor in Barton, just
outside Cambridge.

9. ADDRESSES:
Backstitch
Burwash Manor
New Road
Barton
Cambridge
CB23 7EY
If international another way to get great
value fabric and haberdashery go visit
their webpage ----------- > http://www.backstitch.co.uk/
<---- Simple and easy to remember
Backstitch logo

11. Our brief is to advertise the haberdashery store- Backstitch located in Burwash
Manor.
That sale:
fabrics, threads, buttons etc.
the store owner also holds classes that are aim to beginners and advanced skills.
Although, our main aim is to advertise the product of the store its also to advertise
the sense of community and be a part of a store that you can interact and feel free
to get advice on haberdashery.

13. The objective of advertising the store is to make it known to potential new
customers, the target market the client wants to reach a target audience that
are:
• young women/men
• hobbies include craft
• students that are taking a course in textiles or fashion
• old sewists
For this campaign we wanted the message to be short and sweet something
that is catchy but importantly defines Backstitch and the theme we going for,
below is the campaign message we came with:`
• to try to bring a fun and interesting spin on haberdashery into our new
generation and keep the past generation up to date with new exciting
designs.

14. We need to meet with the client and discuss a few objectives:
1st meet - discuss the clients wants and needs and also show our initial
designs and see what they think and if its along the lines she was thinking.
Also discuss budget and location.
2nd meet - come back to client with done the research with development of
designs (thats been done on adobe) and the cost of production, get feed
back and anything she wants to add on to the design.
3rd interaction (with client should be via email)- send the client the final
design proposal final designs proposal. feedback on if they want to follow
through with production and quantities needed.
4th interaction (with client should be via post (to the store)- including the
print advertisements requested.
We came up with different channel ideas and put that into a brainstorm.

15. Launch date for finished print advertisement:
• Print Advertisement and Campaign complete: 19th
February 2015
• Launch date: 3nd March 2015 (beginning of spring, has to
be trending forecast for summer as fabrics, classes,
making summer clothes in march ready for summer)

16. On the 24th of February we spoke with Alice Synge- the owner of Backstitch store in
Burwash Manor and online presence, where we spoke about the possibilities for the
campaign.
Location:
The shop is located at Burwash Manor Barns in Barton, Cambridgeshire. Burwash is a
collection of 15 independent retail businesses, and a teashop, in a range of old farm
buildings. Alice informed us the store is open and run all sorts of workshops and
classes.
Budget:
Alice informed us she has budget of £100-200, as she is a small business so doesn’t
really want to have any large costs for advertising. She also told us that most of her
advertising via Twitter, Facebook, Flicker, Pintrest, and Instagram. However, she wanted
print advertisements that she could give to her customers as well, as distribute them in
central Cambridge, as no one really knows where the store is located. This was useful to
know as it rule off producing pintables on a wide scale like Banners and billboards. We
had a few ideas of posters, postcards, business cards and stickers, she really liked the
idea of stickers as it’s a fun way to advertise and ‘everyone likes stickers’ she said she
also liked the idea of postcards.

17. Flicker page:
https://www.flickr.com/groups/backstitch/
Instagram page:
https://instagram.com/backstitchshop/
Pintrest page:
https://www.pinterest.com/backstitchshop/
Twitter page:
https://twitter.com/BackstitchShop
Facebook page:
https://www.facebook.com/backstitch?_rdr
Colour scheme and logo:
Alice said she already had her companies colour pallet, font, and logo, that she would like to be
included in any advertisement for the campaign, and I also asked her if she strictly wanted it to
the colours from her colour pallet as we have to consider the imagery that might be used, she
said as long as they reflect and compliment the existing colour pallet she is open to ideas.
Things to consider:
Due to where the store is located in a remote area. We need to consider how, we going to let
future customers know and how they can get to the store.

18. images of Backstitch stores inventory, the logo, the colour scheme, and the
social media Backstitch is on and the website. I also asked if she has a
slogan or would like us to come up with one to add in, Alice said she already
had one and would to see it in there. She mentioned she would email over
the logo and font/colour pallet brief.
Alice’s Slogan:
Full of wonderful stitchy goodness.
Conclusion:
In conclusion, a print advertisement on a small-scale production as
discussed postcards and stickers would be the ideal print advertisement due
to Alice’s small budget.
Content:
We also discussed what should be included in the print advertisement, such
as

19. We came up with different channel ideas and put that into a brainstorm.

20. Rough sketches Brainstorming ideas.
We designed ideas that have no images of
people or indicate any kind of gender. This
is so we don’t go against the code 17
Misleading the audience.

21. We made some templates of sizes of
stickers, this is so we can have a
rough estimate of what size our client
would like.
We also explored on what fonts and
colours we would like to test out.

22. Checking what we think will work
and what won’t with size and the
logo.
Developing our final two ideas,
that best suited our client.

23. We came up with a few ideas of how we
could design our post cards.
Then we developed those ideas in
depth and added some more
details for the back.

24. Picking
shapes for our
stickers.
Developing and
making notes for
our stickers and
postcards idea.
Writing down what
our post card will
need.

25. With the stickers we stuck to the basic concept of the original stickers that
Backstitch have already. They are circle stickers which can be used when
a customer buys a product from the store. Alice (our client) uses a paper
carrier bag for the customers items, in some cases these bag will need to
be closed up, this is when Alice can use her stickers to close up the back
or give to a customer to take home. This design is to catch the consumers
eyes, to be subtly draw attention to the consumers.
The position in the market for these stickers wont be so high as it can only
reach customers in the store or locally. These stickers have to be distributed
and can be a slow process to bring customers in. however we can put these
stickers out on the market, such as putting them our for sale on their website
or sending them through letter boxes.

26. The target audience are mainly for (ages 12 - 65) women however can
also be for men. These people can be interested in sewing or crafting, or
also for those who would like to add an extra curriculum and are
interesting in exploring and developing their love for fabrics.
There isn’t many classes out there for students to join at a reasonable
price.

27. • Billboard
• Postcard
• Stickers
• We also though of taking the print
based advert a bit further and came
up with a story board for an 30
second YouTube advert.
• To narrow down the channels to come
up with to give us an idea of what sort of
layout we could do for the print based
advert we will be creating

29. For each idea that we presented we noted on the idea which she liked,
disliked and any changes would like to be made. We also recorded our whole
meeting so we could track back later on to see if there was anything else we
missed.
POSTCARDS:
Client didn't really like the use of
people so had to come up with a
new concept if we where to do the
postcard idea.

31. Round stickers are small in size
measuring 3.7cm in diameter. They are
ideal for handing out to promote your
business or just for fun! Printed on a
190gsm silk stock. Clients favorite was
the first sticker idea.

32. Clients favorite was 'Time Travel.

38. Then we did some research of the cost of
all our print based ideas and called the
agencies and found out exactly: how
much, location, how long and quantity.
We also started brainstorming ideas if we
had to make a visual advertisement that
could go on YouTube or their social media.
So we came up with a few sketches....

39. We also had to ask the client if there was any
promotional offers she would like to include in the
typography of the design. Also need to understand
whether the print based advert we was going to create
needed to be a classic design that can be used over and
over again so the client saves cost. on the other hand if
she wanted to make the advert more seasonal that would
be trending on holidays ect. however, this will bump up
production cost depending on colour and quantity of
objects on the design. This was not included in the brief
the client sent over so it would be an important to
enlighten the client if they had not thought of.

41. The Route We Will Be Taking by bus and foot

43. Started with three initial designs that we
showed the client to, she ranked them in
preference order and what she wanted
changed. So taking all that into
consideration focused on no.1 design and
experiment with reversing the colour and
adding the logo in.

44. • High quality pixelated logo (already used for backstitch)
• Adobe Illustrator
• Adobe Photoshop
• Graphics tablet
• Picture of a bobbin from her store ideally can be
cartooned
Launch date for finished print advertisement:
• Print Advertisement and Campaign complete: 19th
February 2015
• Launch date: 3nd March 2015 ( colours are the clients
own, therefore they don’t go out of season due to it being
the theme identity of the shop)

45. Working 10.5 hours in the week on the final print
advertisement would be equal to around £420 for a graphic
designer.
• According to cost helper
(http://smallbusiness.costhelper.com/graphic-
designer.html ): A freelance graphic designer can charge
anything from £13-£230 per hour, although the average
charges £43 - £49. Numerous sources on the web say
they would accept no less than £40 an hour for an
experienced designer. Therefore if we charged £40 per
hour for 10.5 hours, it would typically cost £420.

46. We also previously worked out it would be another £20.80 for 550 which is more
than enough minimum would be £15 for 100- 350 for print cost of the stickers.
• https://www.digitalprinting.co.uk/products/round-stickers/39/
I would recommend the quote for £15 for 350, 51mm diameter as it’s the
cheapest amount for more than enough also taking into consideration does
her shop get more customers than 350 a month.
Total: £435

47. There are a very few legal or ethical issues that will be avoided, however:
• The final design only feature the client’s logo and web address and bobbin,
due to copyright
• The design only includes the website address, the logo, the colour pallet
(given to us by client), and a threading bobbin, it’s not offensive in any way.
We will make sure that we don’t mislead our consumers. The images we have
for our advert ideas, will only be of products from backstitch showing what they
sell this wont be misleading as we not be using it in any content that is not
relevant to the brand or its identity.
There are a very few legal or ethical issues that will be avoided, however the
final design only feature the client’s logo and web address and bobbin, due to
copyright. The design only includes the website address, the logo, the colour
pallet (given to us by client), and a threading bobbin, it’s not offensive in any
way.

48. We have taken a look at the ASA website
(https://www.cap.org.uk/Advertising-Codes/Non-Broadcast.aspx)
They cover all categories such as:
Harm and offence
Children
Misleading advertising
Political advertisements
Environmental claims
“Rules to ensure that ads do not cause harm or serious or widespread offence. Includes rules
relating to shock tactics, unsafe practices and photosensitive epilepsy.”
“Rules that must be followed if directing ads at children or featuring them. Includes rules about
unsafe practices and unfair pressure; pester power and sales promotions for children.”
“A key and extensive section of the Code, containing rules such as substantiation
(evidence to prove claims); pricing; the use of the word ‘free’; availability of products,
comparisons, testimonials and more.”
“Clarification of when the Code applies to political
advertisements.”
“Rules about making ‘green’ claims for products or services.
Rules cover evidence, the clarity of claims and ‘life cycle’ of
products.”

49. Idea 1:
To create this advert we
would need to hire a model
and ask for a range of
fabrics. Also we will need to
hire out the studio and
equipment to carry this shoot
out.
This advert can be used for
the summer season as it
promotes summer clothing.

50. Idea 2:
For this shoot we will need
6 models of all different
ages. Also a street which is
pleasing to the eye and has
autumn trees. We will need
all the equipment and crew
people. This will be suitable
for the company to use in
the autumn season.

51. Idea 3:
On this shoot we will need to
have Backstich the shop
closed for us to shoot and
hire a model as well as
having the backstitch
founder free for her to be
part of the advert. We will
need to hire the equipment
and have our crew free too.
This is more of a classic
traditional concept that can
be used all year round.
However for the Audio-visual advertisement we decides not to go ahead
with this as it was mostly time consuming and not in the clients budget.

52. Description Time spent Price Total
Image Capture & record of
meeting
2 Hours £3.79 £7.58
Image editing 4 Hours £3.79 £15.16
Initial sticker planning 2 Hours £3.79 £7.58
Notes being taken 20 minutes £0.13 £0.13
Initial post card planning 6 Hours £3.79 £22.74
Note editing and Finalising 1 Hours £3.79 £3.79
Contacting client 4 Hours £3.79 £15.16
Finalising ides (stickers
&postcard – front and back)
6 Hours £3.79 £22.74
printing stickers – 6.5cm width x
600 copies
1 Hours £54.00 £54.00
Printing postcards A5 X 40
copies
1 Hours £1,800 £1,800
Bus time travel – 30 minutes one
way (30 min x 4 travels)
2 Hours £8.40 £16.80
Travel to bus stop from college 10 minutes £0.06 £0.06
Travel from bus stop to Burwash
Manner
10 minutes £0.06 £0.06
Meeting running time x2 2 Hours 10 minutes £3.60 £7.64
Grand Total £1,981.02

53. We presented our designs to Alice Synge
who said, her favourites were both concept
1 and 2, and however they weren’t the final
product. Alice liked certain things in each
concept 1- the green circle behind the ‘B’,
but she thought the white writing would be
too hard to read although she like the white
boarder. Concept 2- she liked the style in
which I did the bobbin as it was clearer but
her logo wasn’t on it so there was no brand
identity. She suggested we merge the two
ideas together. She also suggested using
the colour pallet she given us to change
the colour of the bobbin to add more
colour.
• Concept 1
Concept 2

54. We took into consideration what the client wanted,
and we have changed a few parts to the design
like, adding in her logo with the green circle
behind the ‘B’ from concept 1 and adding the
styling of the bobbin from concept 2. However,
she did say she preferred the white board
although trying it out the light green back ground
made the logo of the ‘B’ blend in which wasn’t
clear for the audience to recognise her brand
identity. We thought it looked more pleasing
having a balance of two greens by making it the
boarder. We presented the final designs to Alice
Synge who said, she defiantly thinks this is the
best design of what she’s seen previously she
was concerned why we didn’t change the boarder
and after explaining she was on the same page
and agreed with our creative direction.

55. These are the three pieces that we designed. Alice
(our client thought that concept 1 was too busy. She
liked our second and third design however wanted it
to look classy as well as being simple and clear.
We decided to make improvements from what our
client has said. We will make sure that the post cards
have all the main information such as location, slogan,
website and her social networking sites. As well as
putting what she offers briefly.
• Concept 1
Concept 2
Concept 3

56. Back of postcard FINAL
Front of postcard FINAL
We took into consideration what the client
wanted, and we have changed a few parts to
the design like, minimising the social
networks and she also preferred the to be
written then having the social network logo.
We added her logo with the green circle
behind the ‘B’ from concept 1,2,and 3. we
made sure that the companies name was big
and bold with the website below it. We kept
her slogan in as this will give the consumers
a feel of her company and their aim.
We used our own photographs that we had
taken from her store to show what they offer.
On the back of the post card we have put
backstitch contact details.
By keeping the post cards simple, clear and
classy we have achieved what our client had
imagined us to design and it is ideal for her.

57. Back of postcard FINAL
Front of postcard FINAL
Information: Vista Print
Quantity – 250
Flat Size – A5
Feature - Square Corners
Paper Type – Gloss Adhesive
Price - £87.69

58. Information: Digital Printing
Quantity – 350
Flat Size - 51mm Diameter
Paper Type – Gloss Adhesive
Paper Weight – 120gsm
Price - £15

59. We made an A1 to display each
phase we went through from
initial design to the final
outcome. We produced two
designs for two products - a
postcard and a sticker, that
would be manufactured to the
client's desirable quantity.