Updated

1. Client Project Research
AND PRO FORMA
Aaliyah Hutchinson

2. Audience
General Demographic of York’s Population
As of 2022 York's population has increased to 215,536 From the 2021 census of 202,800. The 2021 Census
has found that York is now 51.9% female and 48.1% male which is a small change from the 2011
census.
As of 2021, York is the ninth most densely populated of Yorkshire and The Humber's 21 local authority areas,
with around five people living on each football pitch-sized area of land.
Visitor info as of 2020-21
49% of visitors were day trippers and 51% were staying overnight. 21% were first time visitors to York, while
the same proportion had visited within the previous 12 months. The average party size was 2.17 people.
14% of groups included children under 16, while the highest proportion, 43%, included visitors aged 55-64.
6% of visitors were from overseas, a large reduction vs. 2019 due to Covid-19. The highest proportion of York
visitors were from Yorkshire, 27%
97% of visitors rated their overall experience as good/very good (68% very good). 78% are likely to return to
York in the next 2 years (61% very likely). 85% are likely to recommend York to family and friends (66% very
likely)
More than half, 56%, of visitors did not look for any information online prior to their visit. 44% of people
looked for information online before their trip to York and 36% of that used the visit York website While the
rest of the 8% Used either social media or another internet source.

3. Audience
Social media demographic UK
Social media usage in the UK has increased over the last 12 months. In January 2022, 84% of the
equivalent of UK population use social media. This figure may not represent unique individuals,
but it gives a good idea of the scale of usage.
Despite an increasing movement towards social self-care and reducing screen time, people aren’t
turning their backs on social media. The average UK spends 1 hour 48 minutes using social media
per day. This is a decrease of just 1 minute over the past 12 months.
Age Group 16-24 data
The average number of social media accounts per social media user in the UK is 6.3 (for 16–64-
year-olds). There is dramatic user overlap too. This means that if you use social media it is almost
certain that you use multiple platforms. Users will have a preferred platform and spend more
time on it than on others.
The age group for majority of social media users are currently between 16-24 and 25-34
making up 76.5% users.
Gender data
As of January 2022, there were 1.48 billion Instagram users globally.
According to Instagram, 55% of the UK’s population can be reached with advertising. The gender
split is still slightly skewed towards females (54% vs 46% males). The average time a UK user
spends on Instagram is a little under 8 hours.

4. Audience
For this project, The guide will be aimed at the age group of 16-24 That are either
residents in York or are visitors of York. The age group at hand have a better grasp on
technology specifically making a presence on Social media. By doing a survey on a social
media platform it will better determine what people think about York and Specifically
towards the theme of The guide. Media in modern age can really take an effect on
people and influence them quite quickly which gives me an advantage to make a survey
on social media as youngsters are always looking out for the ‘Next big thing’.
Something else that is taking this generation by storm is the fast food industry. The fast
food industry makes eating on the go and cheap enough for people to buy so they never
have to think where to go or worry about money. Because of this, teenagers and young
adults only continue to consume calories after calories without getting proper nutrition
so they can live off from spending as little money as possible. My aim is to show this
generation the wonders of cuisine in York and that not all restaurants are as expensive as
they think and that it in a lot of cases can be much more healthier as well. York provides
a number of different types of cuisines which can cater 16-24 year olds. Some
restaurants of York have been advertised in the media Like Instagram in the
Recommendations/Search page. This way I can create what is called a ‘professional
account’ and direct my content towards the generation I’m aiming for and show the tour
of York’s food so visitors and even students can enjoy a proper meal. I will provide the
content on social media as advertisement and design.

5. Audience
psychographic on 16-24 age group
just 36% of the time 16-24 year-olds spend watching TV and video services, compared with 64% among all
individuals.
younger people aged 16-24 years were most likely to identify as lesbian, gay or bisexual (LGBTQA+) in 2019.
16-24-year-olds are the age group most likely to say they always feel lonely.
20.5% of 16-24 year olds are unemployed and struggle with money.
The majority of 16-24 year olds are more than likely to go to the gym every week compared to other age
groups.
Young adults aged 16-24 years had the highest prevalence of AMI
Instagram poll Questions and answers
Do you feel the pressure of finding a good restaurant in York?
Is it hard to find/explore new things to do in York?
73% from the 55 people that answered voted yes for the first question.
27% answered No.
80% from the 41 people that answered voted yes for the second question.
20% Answered No.
60% From the 30 people that answered also voted that York can get boring quite easily
40% Answered No.
89% from the 60 people that answered also votes that they have a hard time with money and wish for a better
lifestyle.
11% Answered No.
New study
100% of people from the 23 people that answered said they would go out into York if they had a guide to help
them.

6. Existing Product Research

7. Mind Map Idea 1
Walking tour online leaflet
App based product
Online website leaflet
Social media leaflet
Print based product
=Possibilities
=Outcomes
Easy access to
phones
Can give quick
feedback
Trend worthy
Gives people option to voice
opinion and experiences
Trend worthy
Gathers age
group easier
Can post
own travels
from York
Access to other age
groups as well as
target age
Gives chance to give
survey
And feedback
Can be easy to
make
Bigger scale of
creativity
Can be put
anywhere
Easy
handouts
Can be taken anywhere
with but can be lost

8. Walking tour guide
(What and how Idea1)
• An idea to advertise is a tour of some of the lovely establishments in
York while going through some of York’s loveliest places so people can
really experience a wonderful time by themselves or with others.
• I have chosen 5 places that I have personally experience a wonderful
time at. They are all different types of cuisines from different types of
places in the world. Some are more professional looking than others but
its ultimately down to the experience people make there. (And the food
of course).
• The idea will be in the form of an app so like an online leaflet with
surveys and statistics from actual people telling you what their
experience was like. This then will Be completely accessible.
• (Kind of like the visit York website but different)
• Instead of a website it will be an app that’s located at your fingertips. It
will have a map of York city centre Included and it will be interactive like
google maps so you can take a look at the different places to try.
• All this was researched either on visit York or websites surrounding York.

9. Mind map Idea 2
Social media scheme
Instagram account Social media app
Vlogging
Website
Mini ads and posters
easy to access and
like (Easy marketing)
Trend worthy and easy to
set up and manage
People can voice
their opinion easily
and ask for new
things
Manageable
Gives York their own
platform to show off their
wonders
Can easily
be used on
phone
People can share
their experiences
Can gather a
massive
following
Shows a
personal
experience
live
People can see for
themselves what
York has to offer
People can be easily
influenced to come to
York
Easy access to
everything
Can be creative
and make website
stand out
Gives
people
access to
surveys
and stats

10. Social media scheme
(What to advertise)
• An idea of bringing out the people can be
advertising different foods from different
restaurants on social media, putting them into
different categories.
• Each advertisement can give a good evaluation of
the product and the advertisements can either be
shown by design or video ads.
• Another thing is that everything can be accessed by
phone which is an advantage to pull in viewers and
to marketize my objective.
• In modern day and age advertising on social media
is the new way of tv ads and its now the most
efficient way of advertisement.
• I already conducted a survey (shown in Audience)
asking about the pressure of finding things to do in
York and the pressure of finding a place to eat and
most people do find pressure which means that my
way of advertisement could really help people out.
• Before the end of this project I will conduct another
survey asking how they feel compared to before and
hopefully it does help.
• This scheme will help the advertisement/ promotion
of food and cuisine in York and I will hopefully be
able to create a form of online helper to show
people where to good for the best experiences, This
includes places to hang out too, not meal is good
without going somewhere after to cool down.

11. Social Media scheme
(Making/ editing)
• Special edit 30 second videos either for
stories or posts are seemed to be the most
effective and fast way to draw in viewers
so with my knowledge I will create small
‘shorts’ about different restaurants in York
and the food advertised.
• The advertisements will be done alone
and edited alone as well.
• People can also give feedback and even
give suggestions of anything they may
want advertised on Instagram but for now
only 5 restaurants will be shown.
• People can also tag posts of their own
sharing their experiences in York and kind
of self promote indirectly too. I want
people to have their own say in what they
want too, not just giving people the bare
minimum.
• I will also conduct at the end to see how
many people actually used my ads and
maps to help them pick places to go and
eat.

12. Social media
scheme (Trends)
• Another thing about social media is keeping up with
the trends. People wont come for something if they
don’t see it as ‘trendy’ or cool. My best option is
conducting another survey asking people what they
would want out of a guide of York’s restaurants.
• It’s basically a way to give people what they want
and need as well as promoting food and York as a
whole.
• This could be implemented into the rest of the
scheme but there is also other ways just to make
trends and avoid what people aren’t looking for
such as a conducted research or even a trend
demographic (Which I think is possible to look at).
• (All of this was reached on websites linked to
Instagram or from Instagram directly)

13. Social media scheme
(Stats)
• Statistics even show that people
around the target age range are the
majority of Instagram users currently
with gives a wider base to advertise.
• Statistics also show that ‘Gen Z’
Constantly use social media weekly for
long periods of time, Including
Snapchat, Instagram and TikTok.
• Instagram is still widely use even after
TikTok came out which shows it can
still be used to advertise on. It can also
be a way to indirectly promote on
another platform as chances are
people use multiple different social
medias weekly not just one.
• By using said statistics I can be able to
advertise at the right time then people
will actually be interested in what I
have to offer, not only that it will be
targeted at the right audience too.

14. Social media scheme +
Walk guide (Combo)
• So this Idea is a combination of the
walk guide and the social media
scheme
• So in this case I can combine both
Ideas and make something on
social media but with actual
statistics of York and include a map
with a tour walk for people to
follow with advertisements of
different restaurants and posts of
different food for people to give
personal feedback on. Everything
can be interactive and all
advertisements could have a link
leading to specific websites about
said restaurant.
• All advertisements will still be 30
second shorts.
• It will be more compressed but still
like both ideas.

15. Idea Evaluation
• I am going to further develop the Instagram idea because there are lot of
possibilities that can be made on Instagram which can gather a rather big
following and gives an opportunity to put York right out on the market.
• I believe that is will be the most efficient way to also get feedback from
people and also give them the choice to give their own suggestion to
further develop the account.
• It’s also a good way to follow trends as Instagram is till commonly used
alongside TikTok and it could even become popular on other platforms if
people share to others.
• Another thing is that It will be easier for me to work with as I already have
experience using a professional account on Instagram, It gives you all the
tools you need to even target a certain audience which is exactly what I
need to do.
• Lastly it’s another way to show personal experiences with cuisine in York
and show off food to the platform. (No one can resist a satisfying food
video)

16. Bibliography

17. Bibliography
1. WWW.healthyork.org
2. WWW.www.ons.gov.uk
3. WWW.worldpopulationreview.com
4. WWW.Business.Instagram.com
5. WWW.Facebook.com
6. WWW.VisitYork.org

18. Experiments etc

19. Experiments
• This is a prototype of the of poster ads I will be
doing for my Instagram scheme.
• This is all going to be based around food and York
and just some of the lovely places it has to offer.
I’m also going to make
different versions of ads
and pick which ones fit
best for what I’m doing.
I also make test videos in
order to find out what
type of video ad suits
best.

20. Experiments
I think this poster is more fitted to be on Instagram
as it’s modern and looks more trendy than the
other posters so far. I’m going to keep aiming for
food related posters.

21. Experiments

23. York Mood board