- Research and investigate how designers and makers publicise their activities or products, and the media organisations and business platforms that will be a mouthpiece for the PR and marketing of your initiative.
- Design and create a prototype or series of prototypes, in the media of your choice, through fast iteration, testing and development, to help an audience or business partner see the potential of your proposition.
- Create and communicate a one page outline or short video of next steps, and even production partners, to support any future development.
Research and investigate how designers and makers publicise their activities or products.
I’m going to focus on how community projects are publicised through the community and then in the wider world…
Zetteler, as mentioned in the lecture, definitely has some community projects …
Searching for typography community projects, one stuck out to me: Vernacular Typography. It is “a non-profit photo archive and community-based initiative dedicated to the documentation and preservation of rapidly vanishing examples of lettering in the everyday environment.” It was set up by Molly Woodward to capture everyday typography inspired by a trip to Cuba. There was also a kickstarter campaign:
I really love how she described her project, and it fits between this and my collaborative tool, Filo’type. The main website has errors and doesn’t load, but some parts on the blog domain still function. There are a few hiatus, and then she picks up posting over the Corona-virus epidemic and Black Lives Matter protests.
The instagram page is followed by lots of mainstay typography accounts like letteringdaily and abctypography and has nearly 7,000 followers. I feel like Woodward has moved on somewhat from this as the last post is from 2018.
The media organisations and business platforms that will be a mouthpiece for the PR and marketing of your initiative.
There are two levels of marketing that I need to engage in for this project. Firstly, the people in the community with whom I want to engage and secondly, to share the outcomes with people. The two audiences require different techniques that overlap in some situations and on timelines.
To engage people in the project, I need to be more focussed on the community. It is geographic in audience, so the strategy needs to be geared to that. For the initial market research survey, I decided to print out posters with tear off tags that I distributed around local places to pique the interest of people in the area. I also contacted Facebook groups based in the area, hobnobbed friends and colleagues in the area, and their contacts. and sent an email to Artillery Arts, a local arts facilitator.
On the survey, I created a field where people could enter their email address if they were interested in hearing more. At the end of the week, when this is handed in, I will email these people to thank them for their contribution and give them an update of my plans. This will form an ongoing email newsletter.
I need to expand my audience base. From here, I plan to contact more local community structures, such as places of worship and charity to learn how to reach more people. I am to gain more qualitative feedback before proposing my project.
I intend to engage more people through partnerships that I will forge. Firstly, I want to get in with Artillery Press as they have a huge following and we will be able to mutually help each other,. Then, with the Mills Community Space where I hope to hold the first workshops. For production of the publication, I would like to partner with Paekarikiriki Press, the local letterpress studio, and Rabbit Road Press, riso printers, so that we can work together and promote the project.
Throughout this, I am to be in touch online with people and establishing a respected presence online in the Facebook groups. I plan to write small articles for Waltham Forest Echo, the local newspaper with photos of the workshops to include people in later stages of the process. There are some non-English language local newspapers too, and I’ll try to do them same in them.
The overlap between the two audiences will be social media and a website. I am personally not keen on Facebook, but given that there are several groups on there, I will have to consider setting up a business page as a hub for information. On Instagram, I will set up a page where I can share content from the project as it goes along and calls for action. I will also make a hashtag so that people can share their own content too.
To advertise the project, I can use the content that has been collected from the sessions, such as videos and photos (permission given, of course) taken by a professional to send out as press. The Instagram page will have a natural wealth of content from the project and give it gravitas. Setting up a website will provide content to the press – such as a press section, names of contributors and details where to buy the publication.
In the same way that Alec suggested in his lecture, reaching out to people with ready made content seems like a great way to go. I’d need someone to help me write (thank God I can usually ask editors to proof read) and maybe I can ask people on the project to write about what they’ve done.
Next year I will qualify for the D&AD New Blood Awards, and provided that there is a suitable category I will submit the project in the awards and for a showcase in the exhibition.
For this project, I think that hiring a PR agency will be overkill and exceed the budget. However having quality images to send out is essential so I will include budget for a photographer/videographer to capture the project to send out to press and to record it as it goes.
Design and create a prototype or series of prototypes, in the media of your choice, through fast iteration, testing and development, to help an audience or business partner see the potential of your proposition.
My authorial artefact is a framework, and a framework that depends on a project that I can’t complete in a week. The outcomes depend on the community workshops … so I need to think about this for a bit.
I made a tiled image of lots of different doodled letters to illustrate the PDF and show how much letters can vary:
And then I mocked up how a publication could look without influencing the outcome too much:
Create and communicate a one page outline or short video of next steps, and even production partners, to support any future development.