Task 7: Audience Feedback

Strategy Plan

Our plan was to gather feedback from our desired target audience which are 15-22 years
who are in part-time or full-time education. This allowed us to understand what needs to be
reworked in order to our cross-media campaign to successfully attract the client’s target
demographic. We decided to create a online questionnaire on Google Forms where
participants could answer closed and open questions about the content, message and layout
of the advertisements. We believe that questionnaires are much more beneficial than other
techniques like focus groups or interviews because it allows you to receive responses rapidly
meaning there is no need to visit the respondents personally and individually. Another
advantage is that it is cost effective, meaning it requires little to no money to create the
online questionnaire. This enabled us to gather feedback that will be beneficial to us when
we redesign and improve the products.
Below are the two drafts of the magazine and billboard adverts we decided to use during the
questionnaire. Participants were able to analyse the content found in both ads and respond
to the questions afterwards.

Draft 1 of Magazine Ad
Draft 1 Billboard Ad

Team Feedback

When we had completed the first draft of the magazine and billboard adverts, we came together and
discussed our overall impressions of the ads’ layout and message.
For the advantages, we thought the layout for the magazine ads were solid, clear and memorable. We
also thought that the character was suitable for the app mainly because of the design which focuses
on the pause symbol. For the billboard, we thought that the call to action (‘download the app today!’)
looked effective as it encouraged communuters to download the app.

For the disadvantages, we thought that the font for the billboard is difficult to read- we believe that
drivers will miss the billboard as they cannot clearly see the text shown. The magazine ad does not
necessarily specify the name of the app so readers may get confused about what the app is called.
Moreover, we think that these ads do not target students in part-time and full-time education which
may go against the client’s requirements

Audience Feedback

Below is the list of people who had voluntarily participated in the questionnaire.

Participants:

1) Tom, 16, College student, Male, Lives in Sheffield

2) Lucas, 18, College Student, Male, Lives in Leeds
3) Jennifer, 19, University student, Female, Lives in Bristol
4) Fozia, 19, University student, Female, Lives in London
5) Jake, 15, GCSE student, Male, Lives in Doncaster
6) Sarah, 22, University student, Non Binary, Lives in Nottingham
7) Samera, 20, University student, Female, Lives in Bath
8) Umair, 18, Sixth Form student, Male, Lives in Leeds
9) Alyanna, 17, College student, Non Binary, Lives in Essex
Below are some of the questions we asked the target audience and their responses.

In this question, we ask whether there is a need for a mental health app specifically for
students in part-time or full-time education. We gave the following options of ‘yes’, ‘no’,
‘maybe’ and ‘unsure’. The results showed that the majority of respondents believe that there
should be an app that specialises in mental health and wellbeing for students. No
respondents said that there shouldn’t be. This gives us a positive outlook for the future
campaign suggesting that many people will take interest in the product.
The next question we asked was what were the respondents’ thoughts on the layout of both
the magazine and the billboard. Some respondents said that the layout was ‘very appealing’
and ‘helpful for students with everyday stress’. On the other hand, some respondents said
that they did not really ‘know if it was about mental health without reading it’ and that the font
of the billboard was difficult to read and maybe a struggle to comprehend what the adverts
are being directed to.

In addition to this, we asked the participants what we could do to make the adverts more
appealing/ better. Some respondents said that we should make the body copy pop out a
little to make the ad stand out more, Another said that we should make the billboard as more
readable as the cursive font is difficult to read, as well as including images to make it clearer
at first glance that the ads are specifically about the promotion of a mental health and
wellbeing app for students.
Another question we asked was for respondents to rate the overall look and message of the
following adverts on a scale of 1-5. The majority of respondents rated the campaign 4 stars
(44.4%), followed by 5 stars (33.3%), and finally 3 stars (22.2%). No respondents rated the
overall look below 3 stars which suggests that the adverts does already hold some potential
of it being a successful campaign.

We then asked whether the respondents would recommend this app to a friend or family
member who would be interested. We gave the following options of either ‘yes’, ‘no’, ‘maybe’
and ‘unsure’, As a result, the majority of respondents said ‘maybe’ (55.6%) followed by ‘yes’
(44.4%). None of the respondents answered ‘no’ or ‘unsure’. This suggests that there is a
great potential where the cross-media campaign will be a success as a generous amount of
people will take action to download the app. Yet, our goal is to ensure that there is a higher
percentage of people who will certainly recommend the service to a friend or family.
Most importantly, we asked what type of people would be interested in what the
advertisements are promoting. One respondent replied ‘probably students, teachers,
parents etc’ another said ‘[I] think it would be for any age really, at the moment young
children and students are struggling as well. [It] Would be appropriate for all’. Although the
majority of the respondents claimed that students and teeagers would be interested in the
advertisements, we must ensure that we put great emphasis that these ads are solely
targeted towards those between the 15-22 years old demographic who happen to do
part-time or full time education. We will do this by perhap including phrases like ‘Hey,
students. Download the Pause app today: the UK’s newest mental health and wellbeing app
for you’ or ‘Are you a student desperately seeking advice and support? Why not download
the new app, Pause to access hundreds of forums, articles, videos about mental health and
wellbeing’.

Our next task is to utilise the feedback from participants and make amendments to the first
draft of the advertisements, for example, we aim to put more emphasis on advertising a
mental health and wellbeing app for students. Including a body copy that may say “calling all
students, download Pause today to access hundreds of forums, articles, videos about
mental health and wellbeing”. We shall also redesign the mascot/ character in both the
magazine and billboard ad where we will add a graduation cap on its head and a scrolled up
piece of paper or pencil- this is a way to show that the character is mainly targeted toward
students who are currently in education. We shall also reconsider using a different font
where it is large, readable and clear to see, especially for the billboard ad which needs to be
easy to read for commuters.
(Improved/
amended ads
DRAFT)