e

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. Audience
• How My research links to my project:
• All this research will help my project as I can now target specifics about the target
audience. The primary research tells me that the target audience will be perfect
for my social media marketing as they can explore York together in groups and
explore the different restaurants York has to offer for a decent price. Another thing
is that with my own research I know that the target audience it highly active on
social media therefore it perfectly ties in with my project.
• How My survey influences my project:
• My survey can easily tell me that the target audience needs help finding places in
York to eat. My survey also tells me that people need help finding other things to
do while in York as well as having the pressure of choosing a restaurant. Lastly My
survey also tells me that students struggle with their money which means that the
restaurants I have chosen will be a better way to save money.
• What other surveys I will conduct:

7. Existing Product Research
Idea generation

8. 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

9. 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.

10. 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

11. 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.

12. 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.

13. 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)

14. 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.

15. 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.

16. 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)

17. Bibliography

18. Bibliography
1. WWW.healthyork.org
2. Healthyork.org. (2022). JSNA | York Health & Wellbeing. [online] Available at: http://WWW.healthyork.org [Accessed 30
Sep. 2022].
3. WWW.ons.gov.uk
4. Ons.gov.uk. (2015). Home - Office for National Statistics. [online] Available at: http://www.ons.gov.uk.
5. WWW.worldpopulationreview.com
6. Worldpopulationreview.com. (2019). 2019 World Population by Country. [online] Available at:
http://www.worldpopulationreview.com.
7. WWW.Business.Instagram.com
8. Instagram (2018). Instagram Business. [online] Instagram for Business. Available at: https://business.instagram.com/.
9. WWW.Facebook.com
10. Facebook. (2018). Facebook. [online] Available at: http://www.facebook.com.
11. WWW.VisitYork.org
12. Visit York. (2022). Plan Your Visit to York. [online] Available at: http://WWW.VisitYork.org [Accessed 30 Sep. 2022].

19. Experiments etc
Developement

20. 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.

21. 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.

22. Experiments

24. York Mood board

25. Mood board

26. Development of Ads
Planning and structure

27. Place 1- Little Italy
• My first choice Is little Italy
• It’s a deli café and restaurant but
the food is just amazing there.
• Its restaurant is fairly old fashioned
with a lot of pale colours, very
traditional.
• The type of advert short I will make
will be very low profile but I’ll
attempt to bring out the colour with
the food.
• I want to make a contrast of the
colours so that the ad stands out
and I’ll also put a modern twist on it
too which then will draw in people.
• It’s basically going to look new even
though its old.

28. Place 2 – Panda Mami
• My next location is a personal
favourite. Panda Mami has an amazing
selection of food at a very good price.
• With the different cuisines from
different parts of the world it has
many vibrant colours to show off.
• The restaurant it’s self is very dark and
modern. People have their own
privacy eating and they can eat as
much as they want.
• My goal for this is to show off
different foods that they have to offer.
• Ill use a dark background just so it has
the same feeling as the actual
restaurant as well so it makes people
feel as if they are already there.

29. Place 3- Las iguanas
• My third location is Las Iguanas, A Latin-American restaurant
• This place is much more light and vibrant just as much as the food.
• Its very family friendly and also gives a wide selection of food.
• My goal for this ad is to keep the upbeat mood and have a fast pace advert showing
off the lovely dishes there. I will use certain websites to help with special effects
too as a lot of the food there are spicy so I want people to see that spice as the
representation of the restaurant.

30. Place 4- The star inn
• Now this choice of restaurant is very lovely as it has a front row view of the lovely
river Ouse.
• It’s a fairly priced place but is lovely both outside and inside, very green and
surrounded by nature.
• My aim for this ad is to be very light and bubbly, showing off the food with the
natural light and keeping the green theme.
• This restaurant also does amazing
• deserts so I will also be showing off
• the fluffy looking sweet treats.

31. Place 5- Bills
• My last location is Bills. Very modern
place with an old twist. It’s An all
European restaurant with lovely
steaks to traditional all day
breakfasts.
• My aim is to keep with the colours of
the restaurant. Probably going to use
a wood wall as a background and
brush up the darker colour foods
(Like steak). I will probably use effects
to bring in more colours so the ad
doesn’t look completely boring
• I will also take a look into other things
that are served there and maybe find
a clash of food colours to transition
between.

32. Production schedule
WEEK RESTAURANT/s WHAT HOW
1 Little Italy
+
Panda Mami
30 seconds ads
Of both and
posters to
accommodate
Create footage
at home or at
said places and
edit with
premiere.
2 Las iguanas
+
The star inn
“
Also going to
include
feedback
section of these
Film either
home or at
places and also
filming extra
scenery for star
inn.
3 Bills “
Also making a
end survey to
collect feedback
ready for eval
Creating at
home or at
place and
editing with
premiere at
college.

33. Shot list
Place Shot types S1-2 S3-4 S5-6 S7-8 s9
Little
Italy
High medium
Low far/close
Start with food then
shoot up
Keep on just main
dish
Enter how its being
made
Shot down
Shoot back up
of food being
cooked
Edit backwards
Process
Flip back to first shot
in reverse use
veggies surrounding
Panda
Mami
Low close
Medium far
Focus on food being
cooked first both
close ups and far
wide shots
Close ups on the
food out and
presented. Could
use image and
animate it?
Could get a
shot of the
utensils used
to make food
Upside down shot
reversed maybe
Zoom out of a plate
of food rotating on
spot
Las
Iguanas
High far
Low medium
Wide shot of food
maybe few of same
dish
Shots of sauces
being poured
maybe behind
glass towards
camera
Could get two
different
shots of food
being plated
Someone could
serve up the food
with a nice drink
alongside
Last shot could be
zoom out of dish to
logo of restaurant
Star inn High close
Medium close
Start from up high
move down close in
on the starting dish.
Show scenery
Quick edits of food
being plated along
with the deserts
Do a flip shot
of the foods,
each different
dish
Shoot back to
scenery and ad in
future York logo
Finish on a wide
angle of food on
table
Bills Medium far
Low close
Close up zoom out
of first dish into
second
Fast pace slips of
food being plated
in reverse
Show food
being cooked
Play everything in
correct order but
twice as fast
Slow down to original
first dish then blur
out.

34. Dishes and ingredients
Little Italy Panda Mami Las iguanas The star inn Bills
Reference dish-
Classic
Margherita
Pizza
Reference dish-
Chinese
selection
Reference dish-
Chicken
quesadilla
Reference dish-
Thyme roasted
breast of
Nidderdale
chicken
Reference dish-
Chargrilled
sirloin steak
Dough Chicken chow
mein
Tortilla Glazed carrot Sirloin steak
Pizza sauce Egg fried rice Spicy chicken chicken Steak
seasoning
Mozzarella S&S chicken Peppers Thyme (Side)Rosemary
fries
Fresh basil Spring rolls Onion (Side) Salted
skinny fries
(Side) Chicken
and sweetcorn
soup
cheese
Veggies (Side) Salsa

35. Production

36. Completion schedule
Week What I have completed so far
1 Made a poster for Little Italy and will be
uploading with A Panda Mami poster.
2
3
Any extra days I have currently been starting to make
clips ready for Wednesday but not
enough to start editing.

37. What I will end up with
• From all my research of the restaurants and dishes and along with making a social
media account and experimenting I will be able to produce a professional
marketing account with a tour around York’s esteemed establishments.
• Here I will post my progress of different posters, the development of the York map
and the editing and making of my adverts as screenshots.
• [Insert photos here]

38. Panda Mami and Little Italy
• [Insert posters]