1. Introduction – Background and Executive summary

The media production project is a university based module where Public Relations, Media and Journalism students are expected to source a client and work alongside them to produce an integrated media package. In this report we will describe fully the execution of the project and provide further information on our decisions.

Our client (Judy Laing) is a local Aberdeen portrait photographer who specialises in families and child photography with a background in primary school teaching. She is a connection through a group member from a previous project.

Our aims and objectives involve to deliver a successful and relative media campaign through different platforms including video, social media and print.


2. Objectives and Aims

2.1 Aims

To successfully work alongside a client we have individually sourced to produce a media package which benefits and supports them professionally.

2.2 Objectives

Specific objectives include: to increase the overall exposure of Judy Laing Photography to the North East Area (Aberdeen City and Aberdeenshire). Develop genuine engagement between her photos and followers across her social media pages. Finally grow and expand business partnership further. These objectives are not purely business oriented she explained she wants to specifically target audiences who are already interested to not sell directly to customers.  

3. Overall Approach

As stated above from previous discussions with the client these are the main aims and objectives through our project. Our initial thoughts and plans in order to achieve the ojectives successfully are described below.

To increase the exposure of our client in the local area we plan to compose a news/feature article on Judy. The section will be completed by Karen and Federica. This proposal was introduced by the client herself. The news feature will work in relation to the client’s objectives aiming on her business, herself and also, as her work is within a specific area, we are targeting local newspapers such as the Press and Journal. With a combined circulation of 26,280 readers in Aberdeen City and Aberdeenshire this will develop her reach (Aberdeen Journals Ltd, 2012). Additionally we will publish this article onto her social media pages (Facebook and her website). Our client emphasised the importance to reach target audience through audiences who are interested. On initial research our client has already built a strong online presence since establishing in 2013. Facebook Page statistics show a total of  2,251 “likes” (Facebook Pages, 2015) Further presence on Instagram totaled 498 followers (Instagram, 2016).

Due to the established nature of these media our integrated marketing campaign will focus to enhance these channels further. We propose a commercial video showing three stages of her service, focusing on initial consultation with the subjects, the photoshoot itself and finished photos. This media will be  uploaded to her Facebook page as the auto-playback feature gains more engagement overall (Small Business Trends, 2015). Due to the short time frame the video will be 1 to 2 minutes which reflects the optimum duration for audiences. It further encourages interested audiences to share the videos, “ultimately, both forms of response attest to the reach and impact of brand posts” (W.Tafesse, 2015) Finally aim to highlight the businesses USP and deliver clear reasons her photography is different to competitors.

In addition the client will hold an interactive competition on social media. 32% of social media users actively follow brands and companies (Benson and Fiddian, 2015).  The competition will invite and encourage followers to send candid, natural photos of their children with a  description why the entrant should be awarded a photoshoot from our client. Choosing natural photographs incorporates her style and values. To achieve this the competition will be monitored closely on Facebook and Instagram. It will be publicised well in advance to catch the target audience and reach. Reminder posts will also be crucial to the engagement and success. Only one platform will be open to entries as this is easier to collect overall. We will actively monitor the engagement both before, during and after the competition to measure if the objectives have been reached.


ADAGE, 2015. Optimal Length for Video Content. [online]. Available from: http://adage.com/article/digitalnext/optimal-length-video-content/299386/  [Accessed 16th February].

BENSON, D and FIDDIAN, S., 2015. Winner! Tips for running an online competition [Journal article online]. Governance Directions. Mar 2015, Vol. 67 Issue 2, p97-99. 3p. Available from: https://launch-rgu-ac-uk.ezproxy.rgu.ac.uk/launch.html?url=http://search.ebscohost.com.ezproxy.rgu.ac.uk/login.aspx?direct=true&AuthType=ip,shib&db=bth&AN=101598623&scope=site [Last Accessed 14th February].

FACEBOOK PAGES, 2016. Judy Laing Photography [Online] Available from: https://www.facebook.com/JudyLaingPhotography/likes [Accessed 20th February].

INSTAGRAM, 2016. Judy Laing Photography [Online]. Available from: https://www.instagram.com/judylaingphotography/ [Accessed 20th February].

PRESS AND JOURNAL, 2012. Press and Journal Media Pack [Online] Available from: https://www.pressandjournal.co.uk/wp-content/uploads/sites/2/2014/05/PJMediaPack.pdf [Last Accessed 20th February].

SMALL BUSINESS TRENDS, 2016. Facebook videos get two times more engagement than YouTube links.  [Online]. Available from: http://smallbiztrends.com/2015/09/facebook-videos-get-2x-views-7x-engagement-youtube-embeds.html [Last Accessed: 20th February]

TAFESSE, W., 2015. Content strategies and audience response on Facebook brand pages [Journal article online] Marketing Intelligence & Planning, Vol. 33 Iss 6 pp. 927 – 943. Available from:http://dx.doi.org/10.1108/MIP-07-2014-0135 [Accessed 14th February].

THE NEXT WEB NEWS, 2014. Length of social media videos [Online]. Available from;http://thenextweb.com/socialmedia/2014/05/02/optimal-length-video-marketing-content-short-possible/#gref [Last Accessed 25th February].



4. Project Management

Primary research (interviews, videos, questionnaires) will be used as main method of research in order to collect and analyse information from a direct, reliable source which is Judy Laing herself.

Secondary important strategic move is to advise management of every campaign related decision – always report to Judy Laing.

Further methods applied include putting material realized for the campaign exclusively on official channels such as YouTube and Laing’s social media platforms.


The strategic planning model that the committee decided to apply to the specific advertising campaign discussed is a combination of: Cutlip’s (2004) four steps problem solving process, Jefkins’ (1992), six points model, Wilcox’s eight basic elements and Newsom’s campaign model.

According to Cutlip (2004 p. 30) “Planning is for the purpose of making something happen”, therefore the first step is to define the PR problems which affect Judy Laing ‘s business, such as: scarce social media coverage and awareness in the Aberdeen area.

From Jefkins’ six points model, the committee extrapolated the importance of defining objectives, key publics, media and techniques, which for the specific campaign are: to raise Judy Laing’s business awareness and consequently request of services in the Aberdeen area among recently married couples, young families as well as family with grown sons who usually ask for family portraits, on both local newspapers and online platforms.

Wilcox’s emphasis on setting a calendar and timetable to follow is extremely important for the short scale programme discussed in these pages.

Newsom’s campaign model focus on budget’s setting and evaluation is the final considered point of the strategy applied.


The campaign will be constituted by different pieces of work: a feature article which will follow an interview with Judy Lang herself aimed to show “the woman behind the photographer”, a “hook” article titled “10 tips of photography” which will drag readers’ attention to Judy Lang’s work, a set of four short movies, three of which focused on portraying photoshoots’ session and one other dedicated to workshops and the commitment to implement social media platforms (Facebook, Instagram, Pinterest) reach.

One of the aim is also to improve her Facebook page and drag more attention on it.

The initial idea is to increase the attention over her Facebook page through the organization of a competition that involves her followers. The main aim of the competition itself is to increase her popularity over the platform rather than increase her number of followers.

What Judy Lang is asking for is an increase of followers from the Aberdeen area since her objective is to acquire more clients who belongs to this particular area.

Although the idea for the campaign is yet to be elaborated by Judy Lang herself, who will establish the rules of the competition and eventually the prize as well.

She is aiming to elaborate a competition that will increase her popularity as well as her following of people who have an interest in improving their photographic skills.

Further details over the rest of the plan are yet to be confirmed.

4.1 Project Schedule

The social media campaign is going to be finalised by the 20th of April. Since it is a very short time, the various videos and posts are going to be released gradually so their effectiveness can be correctly measured. If they were to be released at the same time, we would not know for sure what exactly is working. Also, too many elements distributed at the same time could overwhelm and bore Judy’s followers, therefore creating a negative impact.

First week:

The campaign is going to start at a slow pace, by improving the Instagram posts – using different kind of pictures from shoots, behind the scene photos, using more tags and some technical details on how the effect was achieved that would provide the followers with more useful information.

Second week:

Instagram, Facebook and Pinterest posts are going to become more frequent and prepare the followers for the next step – by suggesting that people should pay more attention to her pages.

Third week:

Facebook/Instagram competition: The details and the conditions of the competition are yet to be decided by Judy Laing herself.

Fifth – six week:

Release of the promotional videos over social media platforms.

However, due to the nature of the project, especially the filming times and filming conditions, the plan schedule is subject to change.




Glenn M.Broom, Bey-Ling Sha (2012). Cutlip & Center’s Effective Public Relations. 11th ed. England: Pearson Education Limited.

Jefkins, Frank William (1993). Modern Marketing. 3rd ed. London: Pitman.

Claire Wilcox (2001). Details for Radical Fashion. 2nd ed. London: V&A

Doug Newsom (2007). This is PR : the realities of public relations. 9th ed. Belmont, CA: Wadsworth/Thomson Learning.

5. Target Audience

The Cambridge Business English Dictionary (2016) defines a target audience as the particular ​group of ​people to which an ​advertisement, a ​product, a ​website or a ​television or radio ​programme is ​directed. Since Judy Laing Photography is the embodiment of a product – the photographs – and a service – the entire process of taking the photographs, from personal meetings to the shoot – at the same time, these elements have to be directed towards a public that can use these services, and using the concept of a definite targeted audience aids this social media marketing campaign to reach the right people.

However, due to its very nature it, almost by default, targets middle and upper class individuals with the financial means to afford such service. Since in the present age and time “everyone is a photographer because digital has made everything easier” (Cowart 2013), everyone can snap a quick picture with a iPhone, a small digital camera or even a professional camera. However, having a DSLR does not automatically transforms everyone into a professional photographer. According to Judy Laing photography is “much more than just pressing a button” (Alexa 2016). It is an experience, it is about the skill of the person that presses that button. Therefore the targeted audience of this service are people that understand that difference, and that are willing to pay in order to have unforgettable moments immortalized in their photo albums. Judy Laing Photography also offers photography classes and workshops, to both adults and teenagers that want to get of the “Automatic settings” of their cameras, and have a chance to discover the world through their lens.

Therefore, the targeted audience of this campaign can be divided into three different categories, according to the service they are seeking.

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ALEXA, A. G., 2015. Emotions through the lens. [online video]. 16 December. Available from: https://www.youtube.com/watch?v=mb_ok16tTfg [Accessed 3 March 2016].

CAMBRIDGE BUSINESS ENGLISH DICTIONARY, 2016. Target Audience. [online]. Cambridge University Press. Available from: http://dictionary.cambridge.org/it/dizionario/inglese/target-audience [Accessed 3 March 2016].

COWART, J., 2013. Why everyone is a photographer? [online]. Los Angeles. Available from: http://jeremycowart.com/2013/10/why-everyone-is-a-photographer/ [Accessed 3 March 2016].

6. Stakeholder and Competitor Analysis

6.1 Stakeholder Analysis

Stakeholder analysis is the first stage of stakeholder management and it is the process of identifying the most important stakeholders and understanding how to win their support (Thompson).

Every business depends on the existence of suppliers, customers and owners (Barnes, 2015). These and other groups in anyway involved with the business, whose needs and concerns need to be considered, are known as stakeholders. It is important to know the power, interest and influence of the stakeholders in regards to your business, if they have low or high involvement and which are more important than others.


Judy Laing Photography is a small business run by a single person and therefore has a fewer stakeholders than other bigger companies. Judy Laing is the main stakeholder as she is the single owner of the business and does not have any other employees. Her interest is high in regards to the success of the project/campaign as it would bring her new customers and get more recognition to her business. She has a significant role in planning the campaign as the client and our goal is to apply her wishes into our campaign plan to our best ability. We are constantly communicating with her through email as it is important to keep her informed of the progress due to her high interest, power and influence as the main stakeholder.

Second stakeholder in her business and in the success of this project is the target market/audience. They have a high power, the success of the business depends on the number of customers, and high interest as they want to know exactly what they are spending their money on. For the success of the project it is important that the audience remains interested and informed as they will be the ones bringing in new customers.

Other stakeholders are the people involved in the filming of the promotional commercials. They have no personal interest in the success of the project but need to be informed what the project is about and to what purpose their images are going to be used.


6.2 Competitor analysis

“Relaxed, natural family portraiture from start to finish. This is not an appointment…this is family time.”

Judy Laing Photography’s main competitors are other photographers located in the Aberdeenshire area who do portrait photography, in the studio as well as on location. Judy’s brand value is to deliver a lovely experience as well as amazing photos. While this is not the case for some of her competitors they still need to be taken into consideration as the experience part of the shoot is only an addition to the main reason customers seek out photographers and that is the actual photographs.

  • Emma Lawson photography is based in Aberdeenshire and does very similar photography as Judy. She takes photos on location and of families but based on her website she specializes more in photographing weddings.
  • Nicholas Frost Photography is also located in Aberdeen and specializes in children photography but also does maternity, newborns and family portraits.
  • Portraiture states that their family photography covers Aberdeenshire and does on location photography in the customer’s own homes.
  • Flash photography is a big photography company in Aberdeen and does offer a huge range of different style photos.

Based on the competitors listed above Judy’s business, while not overly different in the style of the photos, has a unique approach to the process of shooting the photographs and that is her unique selling point.




Barnes, L, & Westenius, A 2015, ‘MANAGING COMPLEX BUSINESS RELATIONSHIPS: SMALL BUSINESS AND STAKEHOLDER SALIENCE’, Journal Of Developing Areas, 49, 6, pp. 481-488, Business Source Complete, EBSCO, viewed 5 March 2016.

Flash Photography [online]. Aberdeen. Available from:http://www.flash-photography.com/%5BAccessed 6 March 2016].

Frost, N. Nicholas Frost Photography. [online]. Aberdeen. Available from:http://www.nicholasfrostphotography.co.uk/portraits %5BAccessed 6 March 2016].

Lawson, E. Emma Lawson Photography. [online]. Aberdeen/Glasgow. Available from: http://emmalawsonphotography.com/portfolio/family/ [Accessed 6 March 2016].

Portraiture photography. [online]. Aberdeenshire. Available from: http://www.portra.it/PORTRAITS-FAMILY.aspx [Accessed 6 March 2016].

Thompson, R. Stakeholder Analysis. Winning Support for Your Project. [online]. London: BBC. Available from: https://www.mindtools.com/pages/article/newPPM_07.htm [Accessed 4 March 2016].







7. Risk Analysis

The main goal of our campaign is to gain more customers for Judy. This will mainly happen through a few video commercials and social media competition. Thus, the main risks the campaign faces are to do with the production of the video commercials as well as copyright issues and on social media, lack of impact or not reaching the intended target group. It is important that we evaluate what the risks are and how to manage them if they occur but mainly how to prevent them from happening.