TEAM_8_Semester_1_Project_2_Group_11_Solution_Report

3Split

E-CONCEPT DEVELOPMENT SEMESTER 1 PROJECT 2 TEAM 8 GROUP11 31.10.2013

SOLUTION REPORT

2


Aleksandra TanibergE-mail: [email protected]: +45 91 94 97 96Alexandra is very analytical and gives good constructive criticism. She is always super engaged in a project and a good teammate.

Andreas Røder E-mail: [email protected]: +45 27 59 98 92Lives on Amager and he is 24 years old. Multimedia designer since summer ‘13. Next to his bachelor, Andreas works profes-sionally with social medias, com-munication and design.

Christina Bengtson E-mail: [email protected] Phone: +45 30 28 29 29 Born and raised Copenhagener. Graduated from E-design in 2008 and has been traveling and living in Asia in the years between grad-uation and until the acceptance at e-concept.

Cristina Bech-JensenE-mail: [email protected]: +45 20 28 05 89She’s an optimizer, but also a bit of an implementer. Likes improving things and seeing the final solution coming together.

Dovile MontvydaiteE-mail: [email protected]: +45 42 41 49 79Graduated as a Multimedia design-er in 2013, after studying at VGTU University in Lithuania. Working as a senior web designer at Aw-media marketing company in Copenha-gen.

Michelle Lund Rasmussen E-mail: [email protected]: +45 26 85 77 02She’s always very positive and happy. Loves being creative. I like working in groups and in general, I like the student environment. I am very perfectionist and I always get my things done.

Name: Shazam IbrahimE-mail: [email protected]: +45 28 72 56 69Age 24, born in Denmark, parents from Pakistan. Lives, studies and works in Copenhagen. Like IT, elec-tronics, gadgets, technology and cars.

3


TABLE OF CONTENTS

INTRODUCTIONClient Goal

THE CONCEPTConcept DescriptionDigital ElementLaunch PlanPlatform Choices Online OfflineProduction Budget

CONCLUSIONProject Management BreakdownReferencesAppendixes

4


The client goal is to create awareness and interest for 3Split. This should generate leads for 3’s sales departments. The client would like a measurable campaign that connects all media channels and has an online platform that ties everything together.

The purpose of the campaign is to get companies interested in the product and make them want to contact 3 – either through phone, email or a web form.

3 would like to portray that they are dedicated to corporate business. They wish to signal competence, professionalism and confidence, while being fresh and daring at the same time.

CLIENT GOAL

INTRODUCTION

5


or…?”. The question will create interest to find out what is the solution.

The message of the picture is to show what could an employee do

while being on the company phone bill. The intention of the campaign

is to root fear and suspicion in the employer to lead them to thinking

over their current telecom solutions. Then the second part of the cam-

paign showing the ideal solution is supposed to make the employer

secure yet getting the most of providing its employees with a compa-

ny paid phone/bill. It is important to show them that providing his/her

employees with a work phone is beneficial but it has to be well thought

through by using 3Split for example.

For the offline part of the campaign, adverts for 3Split will be printed in

business magazines and newspapers such as “Børsen” and “Jylland-

sposten”. They will be presented as interactive insert ads where the

viewer has to rip the ad in order to find out what’s inside.

Articles and press releases will be written about 3Split to create con-

tent marketing. Outdoor billboards in the larger Danish cities will also

be used to draw attention to the 3Split campaign. Taxis will also be

used to advertise by decorating the taxis with ads for 3Split.

Furthermore, direct mail packages will be sent out. The packages will

contain a brochure about 3Split and its advantages. Also included will

be an actual 3Split bill. A double layer bill. The top layer is transparent

and while the two layers are placed on top of each other the “whole”

bill will be displayed, but when the viewer lifts the transparent top layer

To create awareness and interest for 3Split, a campaign will be created.

8 photographs of different situations will be produced for the cam-

paign. Each photo will have an opposite photo that shows what the

situation would be like with 3Split – a much more ideal situation. First

the ideal situation picture is covered displaying a message that started

from the left side (“Are you paying for that?”) “...or…?”. In order to find

out the solution there will be a “Rip here” indicator to hoover the online

ad or rip the offline ad. When the viewer has “ripped” the ad in to, there

will appear the ideal situation with promotional and descriptive text

about the product. The series will include 4 scenarios.

1st scenario: An employee is on the work phone, talking to his girlfriend

during office hours. - Opposite photo: The employee is talking to the

marketing department on the phone.

2nd scenario: An employee is getting on a bus, buying a bus ticket via

the work phone that the company pays for. - Opposite photo: The em-

ployee is taking the bus and at the same time checking work e-mails.

3rd scenario: An employee is watching ‘Vild Med Dans’. He’s voting for

his favourite contestants using the work phone. - Opposite photo: The

employee is replying to business-related emails while watching ‘Vild

Med Dans’.

All of the photos will drive the attention to the “Are YOU paying for this

CONCEPT DESCRIPTIONTHE CONCEPT

6


7


the “personal” expenses disappear from the bill, leaving only the work related expenses. This is to illustrate how much money the companies can save; by splitting the bill, they only have to pay the work related usage. An old calculating tool will also be included in the package. The idea is to refer to the conventional way of administrating bills as the past and the 3Split method as the future. So if the company is not ready to make the switch to 3Split, they might as well go back to using an ancient tool. A piece of paper attached to the Abacus will say, “If you’re still not convinced, keep using this” (Hvis du stadig ikke er over-bevist, så fortsæt med at bruge denne).

For the online part of the campaign, rich media banners will be placed on Politiken.dk, Borsen.dk and EPN.dk. As well there will be used GoogleAdwords to target the campaign to a certain audience. A cam-paign banner on www.3.dk/business will be used to draw attention and link to the 3Split product site. 3Split’s current landing page will also be improved. Content marketing will be created by popular bloggers with relation to the industry, who will be blogging about 3Split for example Essens - CIO nyhedsbrev. LinkedIn will be used to advertise via the feature “Ads you may be interested in” – an ad for 3Split will appear in the sidebar of LinkedIn. The ad will only be seen by people that Linke-dIn deem relevant. This way, there is a lower risk of bothering people who it is not relevant to. A 3Split advert image will also be used as a cover photo on 3’s LinkedIn account.

The tag line of the campaign will be: 3Split your bill in two (3Split din regning i 2).

8


9


After our insight report and research of 3Split’s landing-

page, we decided to evaluate their wireframing and layout

for the purpose of making it more informative and visually

efficient for their potential customers. People do not want

to look for information in more than a few seconds, so it is

highly important that the potential customers can find the

information and the things, that makes 3Split the most suit-

ed solution to their companies problem.

Their original and current layout is very minimalistic,and

as the article linked above says is, that customers are not

willing to spend too long searching for informations, so we

decided to change their current wireframing to be more

compact. Everything has been moved closer, and we de-

cided to put the video on top before the key features, since

they are described in the youtube video about 3Split.

Landing Page

10


The 3Split awareness campaign will be launched from the week 6 in 2014. The campaign will continue for 8 weeks. The first milestone is the launch of the campaign when all the banner ads will be displayed online and the landing page on 3Split product page will start working. The landing page and online ads will be ran throughout the campaign period. Together with the online banner ads there will be run outdoor billboard adds near biggest highways leading to the biggest cities in Denmark for 4 weeks.

Starting from the 3rd week of the campaign (week 8) there will be also ran taxi banners for 4 weeks. Starting from the second week of the campaing there will be sent out direct mail promotional packages to target companies, this time point was chosen because then the people recieving the package might have been exposed to the online adds or

outdoor banners already so they can create connections in their mind about the product.

Throughout the campaign there will be ran print insert advertisements in industry magazines and newspapers. In addtion to that there will be launched blog features by business bloggers reviewing the product in the beginning of the week 7 of the campaign.

LAUNCH PLANWeek 1/6 Week 2/7 Week 3/8 Week 4/9 Week 5/10 Week 6/11 Week 7/12 Week 8/13

Feb. 2014 Mar. 2014 Apr. 2014

Landing Page

Online Banners

Outdoor Billboards

Taxi Banners

Direct Mail Packages

Offline Print Ads

Blogger Reviews

11


The campaign will be run both on online and offline marketing plat-forms. The online platforms consist mainly off online rich media ban-ners. The banners will be placed on business news sites and industrial sites such as politiken.dk, mobilsiden.dk, borsen.dk, epn.dk. The chan-nels were chosen based on the findings of the user research.

In addition there will be run some Google AdWords to display adver-tisements straight to the target not dependent on the site. There will be run a LinkedIn ad on the same premises.

The campaign foresees that we retouched the current 3Split product site to make it more appealing for the customer and make it easier for them to opt in.

As we concluded from the research content marketing is gaining in importance in B2B marketing so it would be advisble to contact some bloggers to write feature articles about the product.

As direct marketing plays a vital part of the B2B marketing the cam-paign will include direct marketing such as direct mail. Especially, as it appeared from the interviews direct mail and e-mail are efficient ways to catch business customers’ attention.

In addition there will be ran insert print ads in relevant magazines and newspapers.

In order to target the desicision makers outdoors there will be ran outdoor banners near highways close to big cities where the business people living outside of the cities can be exposed to the campaign. In

addition the campaign will use taxi advertisement banners. As taxies are mainly ride by business people, it would be a good way to display the campaign to the target group and catch their attention.

PLATFORM CHOICESOnline Media

Offline Media

ONLINE OFFLINE

Direct Mail

Billboards

Taxi Ads

Magazine/Newspaper

Ads

LinkedIn Ads

Content Marketing

Banner Ads

12


THE BUDGET

13


14


We made a milestone schedule to get an overview for milestones and deadlines through the process of the project. The milestones were made early in the creative phase, so that corrective actions could be taken into account if problems arose. The schedule also provides a great insight into the state of the process and what the other group members are doing.

PROJECT MANAGEMENT BREAKDOWN

First Week - Insight Report

MON. TUE.

Radiator Interviews performed

3Split brief

WED. THU. FRI.

Interviews analysed and interview layout

Presentation lecture

SAT.

Proofreading Proofreading

SUN.

Find groups to do collective interviews

Group brief Analysis done Future possibilities

Insight report layout

Interview questions formed

Additional future possibilities

Conclusion Insight report hand in

Problem area and formulation defined

References done

15


Second Week - Solution Report

MON. TUE. WED. THU. FRI.

Concept development

Production budget

Budget lecture Pitch test Pitch

Concept description

PresentationGenerating ideas

Implement pitch feedback

Launch plan and select platforms

Solution report text done

Concept development

Digital elements ready

SketchesPossible B2B channels Solution report layout

RadiatorSketches Solution report hand in

16


In the beginning of the process we defined areas of responsibility for each member of the group through the project. The devolution of respon-sibility was based on each individual’s abilities and qualifications in specific areas.

Role Allocation

RESPONSIBILITY NAME TASK

Aleksandra Shows or clarifies the relationships among various ideas and suggestions, tries to pull ideas and suggestions together or tries to coordinate the activities of various members of sub-groups.

The coordinator

Michelle Asks for clarification of suggestions made in terms of their factual adequacy, for authoritative information and facts pertinent to the problem discussed.

The information seeker

Shazam Asks primarily for a clarification of values pertinent to what the group is undertaking or values involved in various suggestions that have been made.

The opinion seeker

Andreas States subjective belief pertinent to a suggestion made. The emphasis is on what he or she believes should be the groups view of pertinent values, not primarily upon relevant facts or information.

The opinion giver

Cristina Spells out suggestions in terms of examples or developed meanings, offers a rationale for suggestions previously made, and tries to deduce how an idea or suggestion would work out if adopted primarily upon relevant facts or information.

The elaborator

Dovile Prods the group to action or decision, attempts to stimulate or excite the groupto “greater” or “higher” quality activity.

The energizer

Christina Suggests or proposes new ideas to the group. Offers a novel point of view concerning problems, procedures, goals, or solutions.

The initiator

17


Identifying and managing project risk is about identifying and managing risks when working with projects.A risk is any factor that may potentially interfere with successful completion of the project. A risk is not a problem. A risk is a recognition that a prob-lem might occur. By recognizing potential problems, the project manager can attempt to avoid these through proper action.

KEEPs - Good time management, good communication within the group, we had a nice working atmosphere in our group.TRYs - We failed carrying out the poject breakdown and IN/OUT table so should try working on it harder next time.

Project Risk

RISKS CAUSES CONSEQUENCES

Lack of commitment

Lack of understanding the task

Unprepared

Illness / private issues

Homework / lack of understanding the task

Absence

Absence Less time for project work and ekstra time used for brief

Showing up late

Lack of commitment

Poor solutionLack of competence

Individual commitments

Ekstra work for remaining group members

Conflicts and annoyances

Prioritization of time and needs

Deadlines not reachedWork and personal activities

PROBABILITY

Medium

Medium

Medium

Low

Medium

Medium

FACTOR OF RISK

High

High

High

Medium

High

High

ARRANGEMENTS

Delegations of tasks

Notified 1 day ahead

1 group member briefs the one being late

Instruction from teachers

Everyday meet up

Communicated in the beginning of each week

18


1. http://danskbilreklame.dk/

2. http://politikenannoncer.dk/upl/16643/Tekstsideannoncer01012013.pdf

3. http://www.jpannonce.dk/priser_2013.php

4. Calc: http://www.aliexpress.com/item/SVC326-New-Office-Business-Calculator-Bigh-Display-Screen-P-key-8-Digit-Enectronic-Beep-Sound-Calculator/1164158707.html

5. http://www.jpannonce.dk/priser_2013_online.php#thumb

6. http://www.deslabels.dk/files/kataloger/sejlere/flid_havne_2013.pdf

7. http://www.amino.dk/wikis/erhverv/hvad-er-cpm.aspx

8. http://ipaper.ipapercms.dk/AfaJCDecaux/Prisliste/prislisten2013/

9. http://www.lasertryk.dk/produkter/dat/loesblade/priser-paa-losblade.aspx#0

10. https://www.postdanmark.dk/da/Documents/Priser/Erhvervsbreve-0.pdf

11. http://www.alibaba.com/product-gs/584351447/made_in_china_custom_LOGO_printed.html

REFERENCESSources for the Prices in the Budget

TEAM_8_Semester_1_Project_2_Group_11_Solution_Report

Documents

Transcript of TEAM_8_Semester_1_Project_2_Group_11_Solution_Report