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Target audience persona

When creating a marketing platform there are many areas to think about, identifying the target audience is one of the main areas to look into. Looking into Prefab77’s artwork, exhibitions, history and meaning behind the brand will help to identify who the main target audience is.

 Moments:

 ·      Night

·      Urban

·      Outside

·      Hot

·      Loud

·      With people

·      Sociable

·      Punk rock

·      Cigarettes and whiskey

·      Dark lighting

·      Laidback

 Name: Tim

Age: 32

Tall, slim, basic clothing, trench coat, short brown hair with some grey hair coming through, trainers or Dr Martins boots. Wears a flat cap when he goes to the pub.

Tim’s attitude is laidback and relaxed.

He works in a record store, which sells old records and CD’s.

He smokes rollies, but without a filter.

Tim has a wife called Keiandra, who is a painter and they like to collect old and new artwork from around the world.

Tim likes Sunday walks and pubs.

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Prefab77 PESO 

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Online analysis

Site: Instagram

 ·      Subscription/reach:

-       15.1 K followers

-       724 posts (latest date was on 21st of January 2018)

·      Tools of interaction:

-       Hashtags

-       Links to other websites

-       Always tags other pages who link to him or his work

(other pages and artists do the same for him)

 ·      Frequency: Prefab77 posts at least once a week, mostly of his work and sometimes more than once a day (this is rare)

 ·      Levels of engagement:

 ·      Perceived target audience: don’t have a specific target audience, Prefab77 does everything for himself not for an audience. He just wants to create art he likes. He does have a caption on page exampling his work which will target certain audiences that like his kind of work.

 ·      Content type:

-       Artwork

-       Links to his website and other pages

-       Examples of exhibitions coming up and have been

-       Videos and images of collaborations, his artwork, the process and equipment used  

-       Posters

-       Locations

 ·      Typical post: his artwork and promotions of any exhibitions or artwork by him or collaborations.

 ·      Keys words/ images:

-       #urbanart

-       #artist

-       #streetart

-       #art

-       #bestcityintheworld 

-       #prefab77

-        #limitededition

-       #limitededitionprint

-        #print

-        #screenprint

 ·      Links to: links to other artists, collaborations, events upcoming and past (exhibitions), own website for purchasing work and about the Prefab77 business.

 ·      Improvement / PR opportunity:

 -       Think more about who the target audience is and what they want more from Prefab77

-       More about the influences and inspiration behind all the artwork not just in general

-       Create more of a brand identity

-       Add location to where the artwork is

   Site: Facebook

 ·      Subscription/ Reach:

-       4,328 likes

-       4,292 followers

 ·      Tools of interaction:

-       Hashtags

-       commenting

-       tagging

-       liking

-       links to online shop

-       messages

 ·      Frequency: linked to Instagram page, so at least once a week if not more

 ·      Levels of engagement:

 ·      Perceived target audience: don’t have a specific target audience, Prefab77 does everything for himself not for an audience. He just wants to create art he likes. He does have a caption on page exampling his work which will target certain audiences that like his kind of work.

 ·      Content type: As his Instagram is linked to the Facebook page it is pretty much the same content type and information. More media can be shared on Facebook than Instagram as posts can be shared between friends and be made public. Also, you can buy advertisement.

 ·       Typical post: his artwork and promotions of any exhibitions or artwork by him or collaborations.

 ·      Keys words/ images:

-       #urbanart

-       #artist

-       #streetart

-       #art

-       #bestcityintheworld 

-       #prefab77

-        #limitededition

-       #limitededitionprint

-        #print

-        #screenprint

 ·      Links to: website, other artists, other media platforms (same as Instagram)

 ·      Improvement/ PR opportunity: post different content from Instagram and other social media platforms. Can have the same information on the post but presented differently and didn’t images or worded differently.

  Site: Twitter

 ·      Subscription/ Reach: followers- 21

 ·      Tools of interaction:

 -       Hashtags

-       Links to Instagram page

 ·      Frequency: only has 4 posts and hasn’t tweeted since 19th July 2017

 ·      Levels of engagement:

·      Perceived target audience: no thought goes into his twitter account, this is shown by the lake of posts and the information is very little.

   ·      Content type:

 -       links to other social media platforms

-       pictures

 ·      Typical post: doesn’t really have a typical post as there are only 4 posts but the same as the other social media platforms, his artwork and thanks to other things to do with his work.

 ·      Keys words/ Images:

 -       #stencilart

-       #streetart

-       one image of his artwork which isn’t off

 ·      Links to: Instagram

 ·      Improvement/ PR opportunity: by posting more content, information and targeting an audience. Link other social media platforms to the twitter account to increase followers and getting them more involved in his posts and work.

  Site: Tumblr

 ·      Subscriptions/ Reach: cannot see how many followers Prefab77 has but can see how many reblogs and likes he has on his posts. On average, it is about 4.

 ·      Tools of interactions: posting his artwork and writing little captions. He uses come graphics in the posts.  

 ·      Frequency: his last post was 3 years ago and only has about 37 posts on his whole Tumblr. Is not up to date on his latest work.

 ·      Levels of engagement:

 ·      Perceived target audience: no thought goes into his twitter account, this is shown by the lake of posts and the information is very little.

 ·      Content type:

-       Gifs (graphics)

-       Images

-       Description about what Prefab77 is and all about

-       Direct links to Facebook page

-       Direct link to Instagram page

-       Videos  

 ·      Typical post: images of his production of work

 ·      Key words/ Images: Doesn’t hashtag or use key words on his Tumblr, images as all other social media are of his work.

 ·      Links to:

-       Facebook

-       Instagram

 ·      Improvement/ PR opportunity: Tumblr is a good site for Prefab77 to use as it could be turned into a blog, where he can record and post his documentary of work and process. It is a site where you can visit other people’s blogs without having an account.

  Other online sites could work for PRefb77:

 ·      Prefab77 has some videos featured on YouTube but doesn’t have his own channel, but people can visit this page and see his work by typing in his name. maybe in the feature get YouTube as he can vlog and document his work, experience, exhibitions and process.

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PREFAB77. FURTHER RESEARCH

Brand History.

 Prefab77 is a group of artists that design and create different types of street art and prints. They use inspiration from fashion, history, music and politics. The artists are from all different parts of the U.S and UK, but what they have in common is they grew up in major urban areas and were inspired by very similar popular and music.

 They got their name from various different areas that influence their work. The number 77 is about the year 1977 which is the year most British rock and roll music artists became popular and famous. Music being one of the things that influences Prefab77 work, they included this in the name. they got Prefab from the idea of popular and urban culture.

 Brand Values.

 “Dark, funny, beautiful, part fantasy part social comment, fading institutions and emerging futures icons.” This is how Prefab77 describe their work and brand.

 The name words I would use to describe Prefab77’s brand is: Iconic, Urban, Rock n Roll, Edgy, Political, Culture and History. I believe as a brand they commutated their messages well, as having everything link and complement each other not just in their artwork but how they sell, keep audience updated and via social media.

 Mission Promise.

 The mission is to create and express beauty whilst also addressing political issues and having a theme and presents of old school music (rock n roll) and using punk like designs. Maybe to create a change or to make people think more and appreciate these things.

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PREFAB77. Analysis 4 C’s of Digital Content

Creating.

 Prefab77 is good at creating digital and social media content. The most popular is on their Instagram, where they have over 15 thousand followers and talk about what is current in the artwork and where to purchase of visit the work. The images are eye-catching and colourful, same as the artwork. Also have a Facebook page, which talks and posts about the same kind of thing, keep the same vibe on each digital content.

  Culture.

Prefab77 describes the artwork as “hard edged and stripped down”, they also communicate anti-establishment and current events in the artwork. But it is “always beautiful”. The message they interpret a rock/ edgy vibe to their work and use hashtags on social media to get the message across. Also by who they collaborations with, for example Dr. Martens. All this information is communicated on social media.

 Connecting.

Prefab77 connects with their audience through different platforms online, the mains ones being Instagram and Facebook. As well as having a Twitter and YouTube account. These are good as they can be kept update and people can be notified when something new happens or changes. They also sell the work through many different online sites and have their own page, which examples the background of the brand and sells the artwork.

Curating.

Prefab77 is good at keeping the audience and fans up to date on their artwork and new projects/exhibitions and collaborations. They do this through posting regularly and with full details and information. Also keeping their message and brand the same, so you know it’s their artwork.

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PREFAB77. Analysis

7 P’s of Marketing.

Photograph of Prefab77 work at the Hoult’s Yard, Newcastle. Found outside in car park. 

Product.

Artwork, created with a mixture of different materials such as; spray paint, acrylic, inks, varnish and wheatepaste.

The products are inspired by popular culture, politics and abstract rock. Every new product he creates gets more unique and unusual. All products are original works of modern art.

 Price.

His price range varies from the cheapest being about £33 to the most expensive being around £210. These prices ranges allow a lot of different people to purchase the artwork and doesn’t limit others who want to buy expensive and exclusive artwork.  

 Place.  

Prefab77 has had exhibitions in England (North), California and New York, he is now based in Newcastle. His latest exhibition was in May 2017 in New Jersey, which was called Gangs, Tribes and Fraternities.

The location of the Private Limited Company (the main location of the business not just the artwork) is 16 Harley Terrace, NE3 1UL Newcastle Upon Tyne. Where some of Prefab77’s artwork is on the streets, seen as graffiti.

 Another of Prefab77 artwork found at Hoult’s Yard in Newcastle.

Promotion.

Prefab77 has his own website, where you can buy the products and learn about the artists. It also has links to social media accounts such as Facebook and Instagram. Prefab77 is also linked to Big Cartel which helps makers, designers and musicians create a business and sell their products.

On the promotion side of selling the product you can find many websites with the art work on but there is not much description about the artists, business and about the artist work itself. Information like this can only be found on the official website and in 3 short paragraphs.

People.

Peter Manning is Prefab77 individual managing director. Other directed such as Marc Ross and Lee Fada have been a part of the business over the 7 years of the business being established.

 Process.

Prefab77’s process is creating unique and timeless artwork which I believe all ages can enjoy and understand, whilst having political and underlining messages. Selling this as arts on different websites and having exhibitions across the U.K and U.S.A to allow different people and cultures to see his work.

 Physical Evidence.

There is no physical evidence of his work in stores, but you can go to exhibitions or find his work in other places such as Hoults Yard in Newcastle, England.

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"GO BEYOND THE COVER" Campaign with Zombie Boy by Fashion Channel

This video is showing two difference side of “zombie boy”. It is a really intense video as the way he spends majority of the video staring right into the camera. Which can make you feel uncomfortable but very engaging. 

I think he feels uncomfortable without his tattoos showing. He doesn't feel like himself and you can feel his confidence improve more and mire as more tattoos are uncovered. This video makes Zombie Boy vulnerable, by covering up who he really is. 

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Zombie Boy

Rick Genest is a fashion model and artist, he was diagnosed with a brain trauma and had life threatening surgery. He got his first tattoo at 16 years old and the trend icon started there.....

Rick was into punk music, DIY clothing and the tattoo scene from a young age and this is what started his interest in covering his whole body in tattoos. 90% of his body a is covered and he still isn't done. 

Zombie boy was discovered by Lady Gaga’s personal style from a shoot in the magazine Dress To Kill and got him the opportunity to shoot for Thierry Mugler’s fall 2011 campaign. Also features in Lady Gaga’s born this way music video. 

Zombie Boy has a fan base of over 1 million people and it grows every day. He is currently creating a shop on his website which is coming soon. http://rickgenest.com/shop-coming-soon/

Rick Genest is one of the most diverse male models in the fashion industry at the minute, he's made designs stop photoshopping tattoos out and making then a trend. I think he gives a futuristic vibe because of him not looking human. He is an inspiration to many people who want to express and be themselves. 

I feel his look is so strong and unique and makes you be interested and stop and really look at whatever photograph, interview or catwalk he is on. 

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Shaun Ross on the cover of Vogue Africa the men issue.

I like this cover because of how they've kept the feel and vibe of vogue but making it more manly by using dark colours and classy colours so the audience can appeal to men and women.

I like the fact they have used a profile picture of Shaun, think it shows more emotions and shows his strength. Having his neck look extra long and strong shows his emotion. Also like the lines on the back of his neck, shows his flaws. 

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Shaun Ross

Shaun Ross is a professional fashion model, actor and dancer who is mostly known for being an albino male model. He was discovered at the age of 16 from YouTube videos and was signed by Djamee Models and AMCK Models London.   

As we all know the fashion industry is mostly dominated by women, becoming a strong male model is hard. in most fashion photos, the male is seen as a prop to make the women stand out more and seem more powerful. Shaun Ross is not only unique in being such a successful male model but by becoming the first male albino model. This makes him an icon and inspiration for people who are a little bit diverse looking. 

Shaun was bullied at school from a young age by his peer’s they would call him names like “powder” and “white-out”. Younger people can look up to him and aspire to be like him in the future.

   I think he has changed things in the fashion world and more and more designers are wanting their models to stand out and be different from the typical “girl next door” look.

Shaun Ross fits the themes of body image and sexuality and starting changing the view and idea of models since the young of of 16. 

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I was always the outcast, but a confident outcast

Shaun Ross 

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SUMMER BRIEF

http://www.allwalks.org/diversitynow-2017/

All about diversity in the fashion world, starting research based on the themes AGE, BODY IMAGE, DISABILITY, SEXUALITY AND GENDER. 

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Analysis on Elle

Elle is a fashion magazine, which is available to purchase every month with 5.5 million readers. The Elle’s mission as a magazine is to “inspire women to explore and celebrate their own style in all aspects of their lives.” This aim is based on tier target audience, which is (median age) 37.9, which is the youngest fashion audience. They target their audience by discussing topics they would be interested in, articles they can relate to and interview women who are of a similar age. Also in the adverts they use fashion items and other items that would appeal to the target audience.

An example of this would be having issues based on feminism, such as the issue that is currently December. The articles and interviews are written about other women and their views, thoughts, lifestyles and struggles in life. The style of writing used in the articles is very conversation; Elle wants the readers to feel like they are talking right to them, make it feel more personal. Sometimes the questions are added to the article, along side the writing and images. Ait also has in inspirational tone to it; give the readers inspiration and interest.

The adverts that are featured in Elle are fashion designers presenting their latest trends and styles. These types of adverts draw in younger readers, as they seem to be more interested in the newest model and trends. There seems to be a lot of jewellery and hair products adverts too, as you get further into the magazine. They use slogans for their products, products name and designer.  In adverts it’s all about persuasion through images, rather than writing.

Elle also does features on exclusive interviews with celebrities. In the current issue Alicia Keys talks about her passed in the music industry what inspires her and her future and current projects. The feature starts with an inspiration quote from her that everyone reading the magazine can relate to. This draws readers in, makes them want to read the exclusive interview and puts a positive feel to it. The feature gives the reader a happy and positive description of Alicia Keys and talks about how strong and powerful her music is. In new paragraphs bold writing is used to keep the readers attention to read the whole article.  Normally theses exclusive features are done on celebrities that have something coming up or selling something. Alicia Key’s has a new album and at the end of the article it refers to her new album, when it’s realised and where to buy it.

The cover normally has a model, celebrity or spokes person on the front. The current issue features model Daphne Groenevld, which will attract the younger audience to the magazine. They also put on the cover what she is wearing, “in Gucci”. The subtitles are there to draw people in to buying the magazine and they choose the articles that are most appealing to the target audience. This December issue of Elle highlights how this issue is a feminist issue and what is disused in the magazine interviews and features.

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