InfoActive Planbook

May 2014

Executive Summary...6

Situation Analysis...12

SWOT...20

Primary Research...26

Target Profile...36

Strategy & Tactics...40

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Creative Brief...44

Concept...48

Creative...52

Media Plan...60

Budget...78

Meet the Team...82

Appendix...86

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SituationInfoActive has tasked AdZou to differentiate InfoActive from its major competitors and make it the leading infographic creation software among data-driven conumers.

Key FindingsThrough our primary and secondary research, AdZou has discovered several key findings about InfoActive’s possible target market and how they want to interact with the software.

Key InsightData-driven consumers want an easy-to-use infographic creation software that will effectively make presentations pop, while also making them easier to understand.

• While InfoActive consumers are comfortable with data and how it works, they want an easy-to-use software that will help them explain the data to their counterparts who don’t understand data as well.

• Data-driven consumers would be willing to pay a monthly fee for an infographic creation software, as long as it is set at a reasonable price.• Feedback from the usability test pointed out site flaws that would cause consumers to try different software.• Data-driven consumers will remain loyal to a particular infographic creation software, as long as the program is user-friendly and effective.

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StrategyOur campaign will attract data-driven consumers who are looking to effectively make their presentations pop. InfoActive will intrigue them because it is an easy-to-use software for presenting data effectively.

TargetMeet the Sleek Geeks. Sleek Geeks are data-driven men and women between the ages of 23-35. They are young professionals working in data-heavy fields. These men and women are very bright and have a good eye for art, yet are unable to create their own graphics to display their coveted research findings and data. The Geeks are early adopters when it comes to the latest technology, too. With college educations and an appreciation for new technology, Sleek Geeks need InfoActive in order to convey their message.

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Campaign SummaryOur campaign focuses on the data-driven consumer who is looking for an easy way to make his or her presentations pop. These consumers are turning data into visual stories for those who aren’t as familiar with the information and want to make it easier to grasp. Our key insights led to the development of our “Where data meets design” tagline and a creative campaign that focuses on InfoActive users before and after their interaction with the brand. This campaign is the basis for attracting Sleek Geeks to choose InfoActive over its competitors.

Through the use of persuasive, traditional and organic media strategies with a digital emphasis, AdZou will expose these consumers to the user-friendly powers of InfoActive. A mix of non-traditional media tactics, such as digital flyers, social media and online display ads will expose audiences or influencers to InfoActive’s easy-to-use infographic creation features. The ability to create vibrant, simple presentations will turn data-driven consumers into advocates of InfoActive. These advocates will use their strong voices to increase awareness for the brand. Increased awareness will lead to a community of interactive users who are passionate about combining data and design.

Because InfoActive has had no previous formal advertising, AdZou has created this campaign to introduce a new audience to the InfoActive brand. The geekier models used in this campaign represent the target audience and will attract Sleek Geeks to the product. The goal of our campaign is to build an initial awareness for InfoActive, as this campaign is the first of its kind. Our campaign reinforces InfoActive’s current brand message and identity. It is heavily tailored to the Sleek Geek and attracts the data-driven consumer. Such consumers have a significant need for InfoActive and its ability to tell stories through presentations that pop. After seeing our campaign, Sleek Geeks will see InfoActive as the solution to their needs.

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Company BasicsInfoActive is currently in the pre-revenue stage, allowing our AdZou team to start from scratch. InfoActive has done no formal advertising before, so it is our job to create an innovative campaign while the service prepares for its public launch. Some of InfoActive’s core values include customer service, being user-friendly and its emphasis on design. In addition, one of InfoActive’s main goals is to never be too corporate.

Business StrategyInfoActive is in the data visualization and graphic creation business. The company’s goal is to make data cool by creating easily readable and shareable infographics. In the past, InfoActive has done no formal advertising campaigns. However, InfoActive has had some success with organic advertising. The software has been featured on Mashable, CNN and ReadWrite, resulting in organic traffic and thousands of new signups. Additionally, InfoActive launched a highly successful Kickstarter campaign, boosting attention and demand for the service.

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CategoryThere are many digital economic trends in the data visualization and graphic creation industry. Subscription service models are growing, which is the preferred payment method for InfoActive. Innovation is key for the category, as new and improved products are always on the horizon, rendering previous designs irrelevant. InfoActive can capitalize as they open to the public because the category is just recently entering the Early Adopter phase, which holds the largest opportunity for profit. Most companies specializing in data visualization and graphic creation market their services through referrals, trials and subscriptions. In order to stay alive in the industry, InfoActive must also implement such methods and create a competitive advantage. Variations in the availability of data and the levels of accessible technology are external factors that could threaten InfoActive’s success in this industry.

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ConsumerInfoActive’s services appeal to a wide range of possible consumers. Journalists, directors of NPOs, business associates looking for B2B tools, as well as those in science-related fields, are likely to be attracted to InfoActive. These possible consumers share several important characteristics. They are tech-savvy consumers, familiar with infographics and eager to learn more. These consumers are somewhat “geeky”. They work with data regularly, though they are far from being experts in this area. They want to share their data not only in the workplace, but also via social media outlets and in their personal lives. Furthermore, these consumers are brand loyal to their favorite products, excited about new smart phone applications and willing to learn how to navigate new software. However, they may encounter some barriers when considering the use of InfoActive.

Possible barriers for these consumers may include problems turning datasets into stories, time constraints and pricing for the service. When choosing a data visualization or graphic creation service provider, consumers experience high involvement. They are making a rational decision when deciding which service to use. Unlimited data visualization and constant live updates to their data are features that motivate consumers and attract them to InfoActive. InfoActive will meet most of the consumer’s needs, but the service still isn’t able to implement unlimited icons or take snapshots of changing data.

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Competition• Tableau Tableau software is one of InfoActive’s main competitors. This service produces a family of interactive data visualization products focused on business intelligence. Tableau offers five main products for its business-oriented consumers. Upon entering the industry, Tableau was positioned as a sophisticated way for people to see and understand their data. Tableau’s tagline, “Visual analytics for everyone,” establishes a brand position that calls to data-heavy capabilities and high quality of the product.

• Infogr.am Infogr.am is undoubtedly InfoActive’s biggest competitor. The brand was established as the simplest application for making infographics. The company offers services that are so easy, anyone can navigate them. Infogr.am’s tagline “Infographics, the easy way,” establishes that this product is a fun and less-complicated product than the other two competing software programs.

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Among the CompetitionInfoActive serves as the middle point between these two main competitors. The InfoActive service has more data capabilities than Infogr.am while offering a more fun, user-friendly interface than Tableau.

High Perceived Quality

Low Perceived Quality

Not Trendy Cool and Trendy

This graphic compares InfoActive and its competitors based on the needs of data-driven consumers. It measures the level of trendiness (from “not trendy” to “cool and trendy”) on the horizontal axis, and the level of perceived quality (from “low perceived quality” to “high perceived quality”).

InfoActive Blends Cool and Quality

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Secondary ResearchTakeaways:• On the Rogers Bell curve, InfoActive is currently in the Innovator phase, which is an ideal time to enter the industry due to the opportunity to build a

brand-loyal consumer base and establish ownership and credibility in a growing space.• Subscription-based services are rapidly growing, becoming highly successful in business industries. Examples: Hulu Plus and Netflix -Such services provide a helpful model for possible payment plans for InfoActive to replicate.

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StrengthsInfoActive has entered the market as a user-friendly infographic creation software. The brand has established itself as an inviting, easy-to-use service with a fun atmosphere. In addition, InfoActive is mobile-friendly. InfoActive prides itself on good customer service and the ability to handle large amounts of data. Because the service is still in its beta stage, there is plenty of room to fix errors and improve product details before it becomes available to the public.

WeaknessesBecause InfoActive is in the pre-revenue stage, the reaction of the live market remains unknown. No previous advertising has been executed before, so it is difficult to know the most effective ways for InfoActive to reach its consumers. The target market currently knows very little about the company. Lastly, the brand has no mission statement or established brand logo.

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OpportunitiesBecause InfoActive has done no previous advertising of this kind, there are many different directions in which the company could take its advertising. The infographic creation industry is growing, leading to more and more opportunities for the foreseeable future. In addition, there is room for a tiered payment platform for subscribers.

ThreatsInfoActive’s main competitors, Tableau and Infogr.am, are already in the marketplace. Therefore, these brands are established and more well-known to the target market. These competitors have more resources than InfoActive, which gives them the ability to handle more users. Expansion in digital innovations may also occur, requiring InfoActive’s creation services to adapt.

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AnalysisAfter concluding the secondary research, we still needed to understand a little more about who would be interested in InfoActive and willing to pay for the service. The goal of our primary research was to determine the market’s familiarity with infographics and what would make them want to purchase this service. We performed interviews, sent out surveys and conducted a usability test in order to gain a better understanding of our target market.

Part 1: In-depth InterviewsThe interviews contained six questions, both open-ended and close-ended. We reached out to businesses and non-profits such as The Missourian, Blue-bird Network, Georgia Pacific and Young Life. We selected businesses that fit Trina’s criteria for the desired target market. The focus of the interview was to gauge target familiarity and desire for infographics in B2C or B2B work. This allowed us to gain insight from professionals who present data regularly.

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Interview Questions1. How do you present large amounts of data sets in the workplace?2. Do you have any experience with infographics (creating them, reading them, leisurely, or professionally)?3. Have you ever heard of InfoActive or any other infographic creation service?4. What would you expect out of an infographic creation service?5. Would you be willing to pay for an infographic creation service? How much do you think you would be willing to pay?6. Do you think infographics have a place in your industry? Why or why not?

Findings• Three out of four companies use Excel spreadsheets. Conclusion: Businesses could easily use InfoActive, because it’s as simple as dragging and dropping a .csv file onto InfoActive’s website.

• Three out of four companies do not use infographics and zero had heard of InfoActive. However, two out of four had heard of infographic services. Conclusion: Companies are using data sets; they just need more exposure to infographic creation services.

• Two out of four companies would be willing to purchase InfoActive.

The overall conclusion is that companies use data sets and agree that infographics make a presentation pop, yet they lack exposure to the service.

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Part 2: SurveyAfter conducting interviews, we asked students to complete online surveys. The survey was targeted toward college seniors ages 21-22; more specifically, business and journalism majors. By focusing on this audience, we hoped to gather responses from upcoming professionals with some experience in data collection. The survey was distributed through social media outlets such as Facebook and Twitter. It was designed to help gauge students’ frequency of data use and how much they would pay for an infographic service.

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TakeawayThis graph shows the majors of the respondents to our online survey, with the majority studying Journalism, Science and Business/Math.

11%

29%

28%

23%

10%

Respondents’ Majors

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TakeawayThis graph shows how often our respondents work

with large amounts of data, thus revealing their level of need for infographics and data design.

12.5%2.5% 8.3%

38.3%34.2%

9.2%

Data Use Frequency

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Payment Willingness of Participants

TakeawayThis graph shows the most our survey participants

would be willing to spend monthly on an infographic service, such as InfoActive.

5%

81%

10%

4%

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Part 3: Usability TestAfter gathering survey answers, we conducted a usability test with 11 students. We gave the students a list of tasks to complete on the InfoActive site while rating each task’s difficulty level on a 1-10 scale (1 being the easiest and 10 being the most difficult). Using this information, we were able to discover which actions gave the students the most trouble, thus sparking the idea for a YouTube tutorial.

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TakeawayThese graphs show what respondents rated the difficulty level of tasks they completed on the InfoActive site. They used a scale of 1 to 10, with 1 being easy and 10 being difficult.

Usability Test Difficulty Levels

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Meet ReginaRegina is a 28-year-old female living in Dallas, Texas. She graduated from Princeton with a degree in Biology and now works in a research center. She spends her free time with friends and watching her favorite shows, which include The Big Bang Theory and Dr. Who. Regina watches these shows online, in between long periods of working on her laptop. She is a dedicated hard-worker. She loves reading Wired magazine and Scientific American and is into the latest forms of digital communication. She loves TED Talks and believes in the power of information and data to change the way people think and feel about a subject.

Meet TomTom is a 25-year-old male living in Chicago. He graduated from Miami of Ohio with a degree in Statistics and now works as a Statistician for a major business corporation downtown. Tom loves sports and might be the world’s biggest Chicago Bulls fan. He spends his free time keeping team stats and competing in fantasy leagues with his work buddies. If you asked him how many points per game Luol Deng scored last season, he’d spout off his rebounds and assists. He loves watching ESPN and appreciates the graphic analysis of statistics. He is an energetic over-achiever and is consistently overwhelmed by the data he must process. He is frequently frustrated by his inability to convey findings and stats visually.

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Name:

Age:

Favorite TV Show:

Favorite Beverage:

Favorite Sports Team:

Favorite Magazine:

Name:

Age:

Favorite TV Show:

Favorite Beverage:

Favorite Sports Team:

Favorite Magazine:

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Strategic ApproachOur campaign strategy is informed by interviews as well as secondary research. Our research reinforced consumer demand for an online service that turns complicated data into beautiful designs. It also confirmed ease-of-use and simplicity as a primary competitive benefit. Our research led us to focus on a target audience of sleek geeks or recent college grads who work in data-driven careers. Our campaign seeks to reach this audience through integrated approach that utilizes a mix of digital media and grassroots tactics that will connect with this audience on their home turf.

Our usability test uncovered small tasks on the InfoActive site that would be somewhat difficult for users. Our secondary research found that more companies are utilizing subscription plans because individuals lack commitment. Subscriptions are more accessible and cost-effective. Ultimately, our goal is to convert these ‘sleek geeks’ into monthly InfoActive subscribers. Our success will be measured by the amount of monthly subscribers received based on the strength of advertising.

Media tactics are broken down in detail in the media plan section beginning on page 60. The two following sections will outline the creative approach for the campaign, which was also directly informed by primary and secondary research. The creative concept seeks to highlight a key competitive advantage of turning complicated data into sleek designs. These creative guidelines and deliverables will be consistently integrated across a mix of media touch points.

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TacticsOur main outlet for advertising is digital media because the target invests much of its work and personal life online. We plan to distribute printed and electronic flyers containing QR codes to appeal to our tech-savvy audience. We will be able to reach large amounts of our target audience online by using various outlets that interest them. Digital tactics will include: banner, skyscraper and story ads as well as digital flyers and organic media.

Why Our Campaign Will Work• Features credible, relatable users in testimonial format• Promotes organic advertising using popular blogs and other social media• Remains cohesive across all mediums, increasing branding strength

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Why are we advertising? InfoActive is a pre-revenue, easy-to-use infographic creation service that will publicly launch its service in 2014. Without any previous advertising, this campaign seeks to raise awareness and build a brand presence among new audiences. The objectives are to educate, introduce trial plan and ultimately, gain loyal, paying customers.

Who are we talking to? “Sleek Geeks” are men and women between the ages of 23-35. These individuals are very bright and have an artistic eye, yet are unable to create their own designs. They are young professionals working in a data-driven field, are college educated and love using new technology in order to convey their message. They are proud to be considered early adopters when it comes to the latest trends.

What do we know about them that will help us? The “Sleek Geek” is overwhelmed by the vast amount of data he or she has to consolidate and present at work. Every “Sleek Geeks” is trying to tell a story through his or her data but continuously falls short because of boring, unappealing facts and figures. The target is looking for a solution to make these presentations pop, but is inexperienced with design.

MessageInfoActive is a step above other data visualization software due to our user-friendly technology and visually pleasing infographics, which have live-stream updating capabilities.

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TakeawayInfoActive is the efficient, user-friendly tool to transform complicated data into simple, sleek designs that pop. Support• This market is already familiar with technology and knows how to navigate the Internet.• Our surveyed individuals are studying within various data-heavy majors.• InfoActive allows the target to create presentations that are visually appealing, yet professional.• Software allows consumer to upload Excel files directly onto site.• Consumers can choose from a range of design options and publish and export easily for personal use. Tonality• Hip• Geeky• Colorful• Professional MandatoriesBrand’s color scheme, company logo, web address, and depiction of finished infographic

Creative Sparks• Create presentations that POP. • Hi, I’m an Excel spreadsheet; Hello, I’m InfoActive (Play on Apple Commercials) • Presentations that keep your boss more awake than a cup of coffee. • Vespa advertisements (Geek vs. Hipster)

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Our IdeaThe concept for our campaign was to create a testimonial feel for each advertisement. We want to appeal to the Sleek Geeks by showing them the differ-ence in their lives before and after becoming InfoActive members. The chaotic, stressful environment of each ad’s first frame shows young professionals who are struggling to make their data more appealing. The contrasting second frame is a clean setup with an infographic from the InfoActive site, display-ing several benefits at once. We want the target to know that with a few clicks of a mouse, data can be redesigned beautifully. Our goal was to create adver-tisements that match the colorful, hip tone of InfoActive while reinforcing the main idea: it’s simple to make presentations pop.

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TaglineInfoActive is a place where complicated, analytic data couples with sleek design to create eye-catching, impressive infographics. AdZou gathered inspira-tion from the client and the InfoActive website, reinforcing its conversational, fun language. We created the tagline, “Where data meets design” to follow the main idea and quickly relay our overall message. The tagline invites any young, data-driven professional to bring their boring data to InfoActive, where it’s sure to turn into a design that pops, persuades and entertains.

“where datameets

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Paper FlyerOur flyer, which will be distributed to various data-driven businesses, is a two-sided message that uses images to depict the Sleek Geek’s emotions before and after becoming an InfoActive member.

QR CodeThe QR code and URL on the flyer will help any Sleek Geek find their way to InfoActive.co, where they can sign up for a subscription and allow their data to meet design.

Meet Alex, the frazzled sticky-noter. With InfoActive, his data is sure to stick around.

Turn your data into beautiful infographics. Try it out for free at InfoActive.co, where data meets design.

500

320

170

Meet Alex, the frazzled sticky-noter. With InfoActive, his data is sure to stick around.

Turn your data into beautiful infographics. Try it out for free at InfoActive.co, where data meets design.

500

320

170

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Digital FlyerOur digital flyers are screen-friendly versions of our traditional paper flyer. Placed on blogs and attached to Twitter posts, these images will enhance our organic advertising with no costs.

The digital flyer will serve as a hip, colorful companion to such blog posts and social media mentions as they recommend InfoActive.co.

Meet Jaime, the tormented pencil-nibbler. With InfoActive, she nibbles no more.

50

87

62

98.5

144

80

112

Turn your data into beautiful infographics. Try it out for free at InfoActive.co,where data meets design.

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Skyscraper, Banner and Button adsThese digital executions will be placed on websites that our target market frequently visits. Some examples of these sites include: Mashable. com, Wired.com, Buzzfeed.com and Techcrunch.com.

They feature our model InfoActive user, specific graphics generated on the site, our tagline and the InfoActive site URL.

Skyscraper

Meet Meredith, the panicked coffee-guzzler. With InfoActive,

she’s only guzzling success.

Where data meets design

Try it free!

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Button

Banner

Where data meets designTry it free!

Meet Steph, the frantic paper-wadder.

With InfoActive, she’ll never wad again.

Turn your data into beautiful infographics. Try it out for free at InfoActive.co.,where data meets design.

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Meet Steph, the frantic paper-wadder.

Banner & Button ad previews on Mashable.com

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Meet Meredith, the panicked coffee-guzzler.

Skyscraper ad preview on Wired.com

Digital Flyer on ReadWrite.com

Existing blog mention, using clip from site | Preview of blog mention using digital flyer

Meet Jaime, the tormented pencil-nibbler. With InfoActive, she nibbles no more.

50

87

62

98.5

144

80

112

Turn your data into beautiful infographics. Try it out for free at InfoActive.co,where data meets design.

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Media Plan Overview Our media plan outlines precise placement and timing of our advertising tactics to reach our target market. It includes a summary of three media packages, a communication plan schedule and an outline of proposed social media posts. By reaching out through various mediums, such as blogs, social media, flyers and video, we hope to reach our target market effectively while building an integrated brand presence in the marketplace. Because InfoActive is a start-up company, AdZou has created a media plan that relies heavily on organic advertising and word-of-mouth to help advertise the product.

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Media MixWe want to increase reach and raise awareness among our target marketing by exposing them to frequency and continuity of our company’s media.Using two or more different media vehicles to reach different target markets accomplishes the following: -Helps to maintain the prospect’s interest over a longer time span -Learning of the message is enhanced -Used by advertisers with more than one target -Can communicate with targets in different psychological contexts

Tactics• Blogs• Social Media• Traditional Advertisements• Online Display Advertisements• SEO• PPC• Online Video Commercial• Product Placement

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Package 1: Bright Ideas• Organic Blog Exposure 4 blogs reviews/month (Blog categories: Science/Technology) http://technorati.com/blogs/top100/ -List of top 100 technology blogs -Updated daily Ex: The Huffington Post, Buzzfeed Latest, The Verge, Mashable!, Business Insider (See appendix for full list) Cost: none

• Traditional Advertisements Paper Flyer Include creative requirements (mandatories) Cost: $1,580.00 for 1000 copies (FedEx)

BRIGHT IDEAS

-Organic Blog Exposure-Traditional Advertisements

-Social Media Exposure-Free Search/SEO

Package Cost: $2,899.88

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Package 1: Bright Ideas (Continued)• Social Media Exposure Hootsuite -Provides the ability to schedule posts on our various social media platforms up to a year in advance -$9.99/month Facebook (3-5 posts/week) -Promoted Posts -Pay for targeted post exposure -$100 for 31,000-89,000 (estimated reach) for one select post/month Twitter (1 tweet/day) LinkedIn (update as needed) YouTube/Vimeo (tutorials and helpful videos) Cost: $109.99/month

• Free Search SEO: Search Engine Optimization -Using keywords to get free, organic listings on search engines -Keywords: What’s an infographic, infographics, infographic design, data image converter/processor

TOTAL PACKAGE ONE COST: $2,899.88

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Package 2: Game Changers• Blog Exposure• Traditional Advertisements - Promotional flyers • Social Media platform exposure• Free SearchIncludes all of Package 1 +• PPC (Pay-Per-Click) Google Ad Sense account Provides the ability to set a limit on paid search payment selections, which can increase our Google page rank according to our keywords. -Suggested Keywords: infographics, InfoActive, graphs, data conversion, presentations -Base spending on popularity of keywords to increase SEO. Cost: Limit of $2,100.12

TOTAL PACKAGE TWO COST: $5,000

GAME CHANGERS



-Pay-Per-Click

Package Cost: $5,000

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Package 3: Out of this World!• Blog Exposure• Traditional Advertisements - Promotional flyers• Social Media platform exposure• Free Search• PPC (Pay-Per-Click)Includes all of Packages 1 & 2 +• Online Display Digital Skyscaper -Wired.com $4,350 for 18x frequency -On prominent scientific websites, e-journals, etc. Banner Advertisement* Button Advertisement* Digital Flyer* -Creative Requirements (mandatories) Cost: $4,350 *Costs vary among websites

OUT OF THIS WORLD!



-Pay-Per-Click-Online Display

-Online Video Commercial-Product Placement

Package Cost: $24,350+

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Package 3: Out of this World! (Continued)• Online Video Commercial Hulu -Creative Requirements -Ex) 500 impressions minimum Cost: $15,000 ($30 CPM x 500 impressions)

• Product Placement The Big Bang Theory -Creative Requirements Cost: Varies with selection

TOTAL PACKAGE THREE COST: $24,350 + Selected Product Placement Cost

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Communication Plan: Year One

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Social Media Overview• Facebook 3-5 posts/week Weekly relevant infographics about popular culture• Twitter 1 post/day• LinkedIn Update as needed• YouTube/Vimeo 1 tutorial/bi-monthly

Social Media Schedule

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Sample posts: FacebookSample posts: Twitter

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Blog ExposureWe want to keep the advertising efforts as organic as possible. We plan to reach out to blogs and offer a free trial in exchange for a product review. We found the top 100 tech blogs from Technorati, which is updated daily. All of these blogs are listed in the appendix. We plan to execute digital advertising through some of these blogs, too, but we believe that our target will trust a review more than a paid advertisement.

Press ReleaseWe plan to distribute this press release to the tech blogs and websites listed in the appendix, as well as sites that have previously featured InfoActive, such as Mashable, Visual.ly, SXSW and Betakit.

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Kickstarter-Funded InfoActive Launches Its Public Beta Live Data Infographic Web App is the First of its Kind

Columbia, Mo. (April 30, 2014) – InfoActive, a Web app that creates interactive infographics from live data, is now available to the public at InfoActive.co. CEO Trina Chiasson devised the idea for InfoActive after struggling to make a visually appealing graph while working for a non-profit. “I realized that data tools such as Excel were not built for design, and design tools such as Photoshop were not built to handle data,” Chiasson said. While she wasn’t the first to recognize this problem, she felt InfoActive fulfilled an unmet need. “We’re living in a day and age where data flows are coming through the Internet and through different systems, and people are viewing these visualiza-tions on a whole range of different devices,” Chiasson said. “We wanted to make a piece of software that makes it easy to capture these data flows and then visualize them and optimize them for all different devices.” InfoActive made its debut on Kickstarter, raising more than 4.5 times its original goal. The backers have had access to the site in a private beta stage since December. Chiasson and her team have been using the private beta stage to garner feedback and work out kinks on the site. InfoActive has also been featured on a number of tech blogs including Mashable’s list of “14 Kickstarter Projects We’re Excited for in 2014.”

-30-

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ContestsOnline word of mouth advertising in the forms of social media contests and email recommendations can help make advertising feel natural and organic. When signing up for an account, users will be given the choice to receive email updates from InfoActive. These weekly emails will provide subscribers with company updates, changes or news. The emails will also show that for every 5 recommendations that turn into subscribers, the original subscriber gets a month free. This will help bring the product to the right audiences.

Twitter contests will also be utilized. Give away a free month of InfoActive when reaching a certain number of twitter followers, such as 2,000. Ask followers to retweet and spread the word, gaining more followers and hopefully more subscribers.

The same can be done with Facebook posts. Create a post asking Facebook users to like the InfoActive Facebook page. Encourage Facebook followers to share the post. Once InfoActive receives 1,500 likes, choose a follower to receive a free, custom infographic or receive a free month of InfoActive.

We will also encourage Twitter and Facebook followers to post their own InfoActive graphic to be featured on the Infographic of the Week. In doing so, InfoActive followers will be entered to win a free month of InfoActive. A winner will be drawn monthly.

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Grassroots MarketingPassing out flyers at data-driven non-profits, businesses and schools can help increase InfoActive’s brand awareness. Distributing flyers in the front office or posting them in the windows of businesses can help increase top-of-mind awareness within specific data-driven environments. We would contact these businesses to present InfoActive and hand out flyers at board meetings or company events. For schools, flyering would occur in the front of the buildings during career fairs and conferences such as the Missouri Technology Expo at the University of Missouri. Distributing flyers to non-profits would be most beneficial with a one-on-one visit to the organization or at Nonprofit fairs, usually held at large universities. Using Columbia, Mo. as a model, we’ve outlined several non-profits, businesses and schools that we believe would benefit from InfoActive.

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Non-ProfitsCentral MO Humane Society, Ronald McDonald House Charities of Mid-MO Inc., American Legion, 4-H Club, Big Brothers and Big Sisters, Boone Hospital Foundation, Boys and Girls Club, Cancer Research Center, Columbia Chamber of Commerce, Columbia Public School District Foundation, Columbia Second Chance, Curators of the University of Missouri, Missouri Credit Union, University of Missouri Law School Foundation, Veterans United Foundation. Full list of non-profits at http://www.taxexemptworld.com/organizations/boone-county-mo-missouri.asp

BusinessesUniversity Hospitals and Clinics, Boone Hospital Center, State Farm Insurance Companies, Shelter Insurance Companies, Hubbell Power Systems, Inc., Joe Machens Dealerships, Kraft Foods Columbia, Boone County Government, Boone County National Bank, CenturyLink, Pepsico, Missouri Employers Mutual Insurance

SchoolsColumbia College, Stephens College, University of Missouri-Columbia, Moberly Area Community College, University of Missouri-Kansas City, University of Central Missouri, Missouri University of Science and Technology, Missouri State University, Saint Louis University

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YouTube/VimeoAfter conducting the usability test, we realized that participants each had difficulty with various tasks. To help users better customize graphs and navigate the site, YouTube tutorials should be created. Each tutorial will focus on one type of graph and will show the screen while the video creator narrates and navigates the site. A link to the YouTube channel will be embedded on the website. Users will also be encouraged to comment on the videos, tweet, or write Facebook posts requesting new tutorials. As the business grows, the tutorials will help field future questions or issues users will have.

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Budget BreakdownWe’ve broken our budget into four sections: promoted Facebook posts, a HootSuite subscription, printing for paper flyers and pay-per-click advertisements. We estimate that this will total to $5,000.

We chose to invest more in online and social media than traditional advertisements, since our target will be more accessible through those channels. The budget for the paper flyers is flexible. Infoactive can choose to spend less on flyers and spend more on promoted posts, for example, if that tactic proves to be more effective, with a higher ROI. This budget breaks down packages one and two. As InfoActive grows, it can invest more in advertising and incorporate tactics outlined in package three.

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42%

24% ($1,200)

2% ($100)

32% ($1,600)

$5,000 Total:Budget Areas

($2,100)

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Full name: Matt HundleyHometown: Poway, CA

Dream job: Public Relations for the Dallas Cowboys or the San Diego Padres

Your life as a movie genre: ComedySuperpower: Flying

Favorite form of social media: TwitterFavorite food: Chicken parmesan

Full name: Julie SummerlinHometown: Lexington, MO

Dream job: Working for a book publishing companyYour life as a movie genre: Dramedy

Superpower: TeleportingFavorite form of social media: Instagram

Favorite food: Ice cream

Full name: Taylor HoraceHometown: Belleville, IL

Dream job: Professional EquestrianYour life as a movie genre: Romance/Adventure

Superpower: The ability to flyFavorite form of social media: Twitter

Favorite food: Popcorn

Full name: Amy RossHometown: St. Louis, MO

Dream job: Actress turned pop starYour life as a movie genre: Rom-Com

Superpower: A witchFavorite form of social media: Instagram

Favorite food: Nachos

Full name: Lexi Rae HayobHometown: Lafayette, LA

Dream job: I’d be Hannah MontanaYour life as a movie genre: Rom-Com

Superpower: Harry Potter’s invisibility cloakFavorite form of social media: Tweet, tweet

Favorite food: Caesar salad

Full name: Kelly “Dean” PearceHometown: Geneva, IL

Dream job: President of the United StatesYour life as a movie genre: Adventure

Superpower: Human flight Favorite form of social media: Twitter

Favorite food: Jambalaya

General Survey Questions1. What year in school are you? a. Freshman b. Sophomore c. Junior d. Senior e. Grad Student2. What is your major?3. Which gender do you identify with?4. How often do you work with data collection or analysis? (ex: excel sheets, surveys, questionnaires, or other research methods) a. Daily b. Weekly c. Monthly d. Every 6 Months e. At least once a year f. Never5. Do you know what an infographic is? a. Yes b. No

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6. Do you think data visualization in the form of infographics makes data easier or harder to understand? a. Easier b. Harder c. Unsure7. Do you think infographics make data appear more or less professional? a. More Professional b. Less Professional c. Unsure8. How easy do you think it would be for you to make your own infographic through an online program? (1 being extremely difficult and 10 being extremely easy)

9. Does the previous image look like a program you could navigate and create your own infographic with? a. Yes b. No c. Maybe

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10. Does the previous image look like a program you could navigate and create your own infographic with? a. Yes b. No c. Maybe11. Would you be willing to pay for an online infographic creation service? a. Yes b. No c. Maybe12. Do you think you would rather pay on a monthly subscription basis or an up-front fee for this service? a. Monthly Subscription b. Up-front (one time) fee13. What is the most you would be willing to pay for this service each month?

Thank you for your time. You can now be entered to win a $20 gift card to Harpos. Please enter your pawprint to be selected randomly for the chance to win. You will receive an email if you are selected as the winner.

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Usability TestPlease complete the following tasks to the best of your ability and answer the questions after each task.

Task 1: go to infoactive.co/vip and create a login.

Q: Were you able to do this, yes or no? ______________Q: On a scale of 1 to 10 please rate how easy this task was (1 being very and 10 being very difficult). _____________

Task 2: go to the help tab in the top right corner and click it. Then, click “Do you have any sample datasets?” Click the option “this complex one.” Copy and paste the link and upload it into InfoActive.


Task 3: Change the title of the infographic to your name.


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Task 4: insert a line chart into your infographic.


Task 5: make the line chart smaller.


Task 6: insert a “percent” chart to the left of your line chart.


Task 7: edit the percent chart, by changing the graphic to a light bulb (you may have to refresh the page to show change).


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Task 8: Change the color of the line chart.


Task 9: go to “view” in the top right corner to see your finished product.


Task 10: Raise your hand and a group member will come by and open up a short post survey for you to take.

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Post-Survey (Followed Usability Test)1. On a scale of 1 to 10 (1 being difficult and 10 being easy) how easy would you rate the use of this product?2. Is there anything you would change about this service?3. How often do you think you would use this product? a. Never b. Daily c. Weekly d. Monthly e. Yearly f. Other (please specify)4. Would you be willing to pay for this service? a. Yes b. No5. Would you be willing to pay for this service on a monthly basis or per info-graphic? a. Monthly Basis b. Per Infographic c. I would not pay for this service

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Influential Bloggers We Are Pitching To

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SourcesTsai, Eric. “When to Adopt Social Media for Your Business?” Cracking the Code of Internet Marketing Strategies. Design Damage, n.d. Web.Salm, Jon. “Infoactive Aims to Simplify Infographic Creation.” Visual.ly Blog. N.p., n.d. Web.Dahl, Darren. “Among Online Entrepreneurs, Subscriptions Are All the Rage.” The New York Times. The New York Times, 07 Mar. 2012. Web.“The Infogram Blog.” - Press Info. Infogr.am, n.d. Web.“Tableau Software.” Tableau Software. N.p., n.d. Web.“SEO Optimization Tool to Optimize Title Tags and Meta Description.” Seobin. N.p., n.d. Web.“Technorati Top 100.” Top 100 Blogs. Technorati, n.d. Web.“Boone County MOTax Exempt/NonProfit Organizations.” Boone County MO- Tax Exempt Organizations and Boone Missouri Non Profit Organizations. N.p., n.d. Web.“Largest Employers.” REDI. Regional Economic Development Inc., n.d. Web.“Google Ads.” Google AdWords â�“ Online Advertising by Google. N.p., n.d. Web.Howard, Alexander. “Demo of Infoactive Data Visualization Software.” YouTube. YouTube, 13 Jan. 2013. Web.Chiasson, Trina. “Infoactive - Drop Live Data into Interactive Infographics.” Kickstarter. N.p., n.d. Web.Lu, Denise. “14 Kickstarter Projects We’re Excited for in 2014.” Mashable. N.p., n.d. Web.“Online Banner Advertising Rates.” The Chronicle of Higher Education. N.p., n.d. Web.“Wired – Media Kit Print | Condé Nast.” Condé Nast. N.p., n.d. Web.

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This document was produced by AdZou at the Missouri School of Journalism. The contents are property of InfoActive. All information is confidential and proprietary and shall not be modified, reproduced, distributed or used for any purpose without prior written consent of InfoActive. May 4, 2014.

InfoActive Planbook

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