8. Property Rights

The law that regulate the Intellectual Property comprehends: patents for inventions, trade marks, design rights, know-how, copyright and database right.
In this particular case the intellectual property of the works produced by Judy Laing will be retained by herself.

In defence of Judy Laing’s right to publish her works it comes the Copyright, Design and Patents Act 1988 which describes copyright as a property right that covers original literary, dramatic, music or artistic works.
According to Quinn (2015) “If a photograph was taken after the 1988 Act came into force on 31 July 1989, the original copyright belongs to the person who takes the photo; this applies as much to a family snapshot as to a picture taken by a famous photographer. For photos taken before the Act came into force, copyright belongs to the person who commissioned them, so in the case of a wedding photo, for example, it would usually be the couple themselves or one of them. In addition to the copyright issue, privacy rights attach to pictures commissioned for ‘private and domestic purposes’.”
Implications may arise if a magazine or a newspaper aim to use Judy Laing’s pictures. If for example an ordinary person is involved in an important and known news story, a publication could pay relatives or people close to the person involved for the copyright to family snaps, which could lead to a breach of the copyright regulation if they publish them.
In Quinn (2015) it is stated that “The use of photographs is covered by the fair dealing defence when they are used for criticism and review, but not where they are used in reporting current events. If one paper holds the copyright on a particular photograph, others cannot publish it and then use the defence of fair dealing in reporting current events, even if they acknowledge where it came from. It is important to be aware that a newspaper or magazine may hold copyright to photos even if it has not taken or commissioned them.”
It is also clear that in the case of Judy Laing there could be the possibility of transferring copyright. Indeed someone who owns copyright in a work have the possibility to sell all or part of that right to someone else in either assignment or licence. (In our case the Judy Laing could sell those rights to a newspaper or to any other type of publication).
Assignment copyright is the equivalent of selling it. It is also important to state that assignments must be in writing in order to be legally binding.
As for the license Quinn (2015) states that: “A licence is a way of giving someone permission to use the work in a particular way or for a particular length of time. A licence granting exclusive use of material must be in writing to be legally binding (and in fact it is good practice to get any agreement involving copyright in writing).”

References:

Rosalind McInnes (2010). Scots Law for Journalists. 7th ed. United Kingdom: Thomson Reuters (Legal) Limited. 335-345; 451-454.
Frances Quinn (2015). Law for Journalists. 5th ed. United Kingdom: Pearson Education Limited. 363-370.

9. Evaluation Plan

The main outcomes of the media campaign are to increase engagement and awareness towards our client’s business, Judy Laing Photography, therefore the social media platforms used and the website must be constantly monitored and evaluated. Due to the business nature, the purpose is not to sell a product but to get the clients to engage with the offered services and book photo shoots or workshops with Judy. Furthermore, there are different tools that can be used to measure this level of engagement, that the group is going to use constantly so the strategy can be changed if necessary.

A way of measuring the campaign is by using Kaushik’s (2011) four major social media metrics, which are as follows:

 

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Therefore, each social media is going to be evaluated as it explained bellow:

Facebook: The aim of the facebook campaign is not to increase the number of Judy’s followers, but to increase the engagement people have with her page. The number of likes, shares and views are going to be weekly monitored in order to identify which posts are successful and discover a pattern that we can use to schedule future posts.

The video advertisements are going to be released on the this platform as episodes every few days, so the reaction followers have to them can be easily checked: the number of views can increase or decrease as the episodes are released, therefore we can change tactics according to their behavior.

Also, a competition is going to run on Facebook and Instagram at the same time, therefore the number of people that are going to get involved are going to provide us valuable data about her target market.

Instagram: On Instagram the number of initial followers is going to be compared to the number of followers at the end of the campaign. There is an increase of 10% expected over a one month period. Also, the number of reposts and likes is going to be monitored.

Pinterest: Once again, the number of re-pins is going to be evaluated, with a specific analysis of the type of photos that are usually more popular.

Website: The website’s traffic is going to be tracked using software like Google Analytics or similar. This is going to provide valuable information regarding the visitors and can aid the campaign in targeting the right people. Also, the data can show if there have been any changes related to precedent months and how people engage with the website, the specific links they click on – especially the contact page.

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(Judy Laing Photography – February data from Google Analytics)

Also, the website will be evaluated by conducting a website analysis in terms of accessibility and design, by using software like Nibbler or UsabilityHub. This will test the usability of the website and how can be designed to meet the users expectations and capture their attention towards the right buttons. It can also provide information about the user experience, code quality, images used, etc.

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Since the campaign is going to run over a too short period of time, the number of bookings Judy will make during this time might not show an appropriate measure of success. However, the purpose of the campaign is mostly to create engagement and awareness to potential clients in the Aberdeenshire. Therefore, as previously mentioned, the evaluation of this social media marketing campaign is going to assess the engagement and attention paid towards the business.

References:

KAUSHIK, A., 2011. Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value. [online]. Available from: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ [Accessed 3 March 2016].

LEE, K., 2014. 5 Unique Ways to Measure and Evaluate a Social Media Campaign. [online]. Buffer. Available from : https://blog.bufferapp.com/how-to-evaluate-and-optimize-social-media-content [Accessed 3 March 2016].

10. Conclusion

In conclusion, the group is going to run a social media marketing campaign to aid Judy Laing Photography in the process of gaining more clients. This objective is going to be achieved by using different methods and tools to promote the business on various social media platforms.

On Facebook the aim is to create engagement by running a competition, on Instagram increase the number of Judy Laing’s followers and on Pinterest increase the number of re-pins to her posts. A series of video advertisements are going to accompany the above mentioned posts, therefore increasing the attention people pay to her pages as well as increasing engagement by reminding them to check the newest “episode” in the next following days.

The campaign is going to be evaluated at the end of its running period as well as the end of each week. These measurements should be able to provide the team with valuable information about the changes in the number of followers or traffic to Judy’s website, that would show its effectiveness. Therefore the strategies mentioned in the above plan are subject to change in order to achieve the desired aims and objectives.