In order for my project to reach the intended audience I will need to promote it and market it effectively, in order to attract this audience. However before I do this I need to identify my target demographics, and from this I can build my promotional material. As my project revolves around 12a films, the primary target audience is adults with children under the age of 12. This is because children are not allowed into a 12a rated without a responsible adult. Our service is one that provides parents with warnings about 12a films’ content, such as violence and nudity and so they are our primary audience.
However we also have a secondary audience, people that suffer with various health problems such as epilepsy or PTSD that could be triggered by the film. Thus we must consider both target audiences when creating our promotional material.
After researching similar products aimed at a similar audience (Common Sense Media, Mumsnet etc) I am going to take aspects of their designs when considering our promotional material, for example colour. Mumsnet uses the colour blue to make the audience feel safe, and that their service can be trusted, and Common Sense Media does the same thing with the colour green. Both colours appear reassuring to an audience of potentially confused parents and so I will utilise these primary colours in my promotional material, and probably in the final product. I am particularly fond of Common Sense Media’s logo, that features a tick – reinforcing the fact that they can be trusted.
However, in order to market the project to film goers specifically, I will make sure that I incorporate the theme of film in the promotional material, perhaps using a camera logo or maybe even using the same style as the actual 12a logo, featuring a white 12a within a red circle. This would make it instantly recognisable by the audience and so they are more likely to pay attention to it.
I also have an idea of marketing it in the similar way to a film is marketed, perhaps creating a film trailer with the narrative of a young child nearly watching a very explicit film, but the parent saving them at the last minute – however this may be too cheesy. Going along with this idea I am going to make a poster to advertise the project, also in the style of a film poster. This would attract the audience’s attention and could easily be placed next to other film posters at the cinema – and so the service is more likely to be used.