OUGD503 - SB1 - Art Fund Brief research 2

From the brainstorming, it was possible to identify different avenues that could be approached in order to solve the problem. For the second half of the research, it will be beneficial to look at each of these avenues in depth, to get a better idea of what will work best when visualised through graphic design solutions.

Price/Membership benefits

• The original price of a national art pass is £65, which in comparison with the student art pass at just £5 shows how beneficial the offer will be to students. 
• £5 could be visualised as showing what the pass will offer, in comparison with what a student might spend £5 on. For example, a student would typically spend £5 on a coffee or a drink in a nightclub, where as with the student pass they would have a year's worth of gallery visiting. By visualising the two it may encourage students to consider what they spend their money on. 
• 1 year of student pass could potentially be visualised through the Art Fund underscore identity.
• Included on the Art Fund website, was the benefits of owning a student pass. One benefit was particularly interesting as it suggests using the Art Fund pass for taking someone out on a date to a gallery or museum. This could be imagined as a way to attract all types of students that frequently seek dating partners, or those that use dating apps, such as Tinder. This idea could be done in several ways, including creating an advertisement that can appear on dating apps. It could alternatively be included in the design of the student pass, within a theme of dating or meeting new friends.

What can £5 be spent on?

• Quick Quid - plain t-shirt, extra long charging cable, bath bombs, latte, DVD rental

What can you do in 1 year?

• Life Advancer - make a list of books and movies to watch, find a new hobby, arrange your sleeping schedule, managing your time optimally, learning to assess and filter relationships
• One year of your life is spent sitting in traffic
• one year is spent in pubs or bars
• four years is spent on your phone at work
• 3 years is spent updating social media, rather than living real life

Inspiration

• By finding out what motivates or inspires students to visit galleries or museums, it will be possible to understand what areas can then be used to target other students who may not visit regularly. This could be done by asking students with a questionnaire online. By doing the questionnaire digitally, it can target the students that use technology frequently. 
• By looking at art work that most inspires people, it may be possible to understand what makes art work inspiring and how that can be utilised for design that attracts students of all kinds.
• Finding what inspire students in university, may also provide a way to target the audience. For example, if exercising is a motivation, then a joint offer with a local gym could be one way to entice the audience.

What is the purpose of making art? - ThoughtCo.com

As explained in the article, art can be described as something that helps viewers to understand a message or expression that is not easily perceived. Its intention is to provoke a response of some kind in the audience, which may mean the audience's perception of a subject or idea will be changed as a result. It helps to understand a broader meaning or create an emotional response in the viewer.

Questionnaire feedback

1. As a student what are you likely to spend £5 on?
2. What motivates you to study?
3. During freshers week, which brands do you think gave the best student offers?
4. When you visit a gallery or museum, what is the main reason for your visit?

In response to this questionnaire, all participants said they would spend £5 on either food or alcohol. Some of the things that motivate them during their studies included music and exercise, wanting to get a 2:1 or 1st degree, money, a future career and to avoid being stressed. They also highlighted several brands that gave out good promotional offers during fresher's week. This included Subway, H&M, Greggs and the most popular answer, Dominos. It was also clear that inspiration was the main reason why most people would visit a gallery or museum. 

This questionnaire provided a more in depth look at how the audience could potentially be targeted, as well as what brands may be beneficial to look at for further ideas on ways to attract new students using promotional offers. It has also been proven that museum and gallery visits are a way of inspiring people who visit them. This means that enticing students to the Art Fund pass, could mean focusing on inspiring them in some way. Another option could be to show the audience how others have been inspired by what they have seen during a visit. This way it may push the audience to try something new and discover new ideas or ways of learning.

Competitor campaigns
As the student survey proved that there are other competitors that use promotional offers during freshers week, looking at these campaign strategies will provide a glimpse of how to target students.

Greggs - Pasty Roulette is one way that Greggs Bakery enticed people to their stores during freshers week. The promotional offer allowed people the chance to win free food as a result of spinning a roulette spinner. This campaign was successful, in that it gave audiences the chance to play for prizes, making their campaign an interactive one and bringing about recognition for the company stores.

Dominos - Dominos pizza has given out free discounts around university campuses during freshers week. Their campaign targets freshers, as it means they are then more likely to order from the fast food chain in future. During freshers, Dominos posted to their website with '10 Reasons To Be Happy You've Left Secondary School'. This post appeals most to university newcomers with its use of gifs and short list, which makes it appropriate for social media and thus can be shared by students.
https://www.dominos.co.uk/blog/freshers-week-reasons-to-be-glad-you-left-secondary-school/