The Big Idea Workshop Marketing Communications_2016 Summer II_The Big Idea Workshop! Appalachian Trail Conservancy_1.0 Creative Brief! Student : Olive (WEI-SHAN,LIAO) / Class Identification: MK695-02 / Date: 2016/07/27!
Client: Appalachian Trail Conservancy Product: Click & Mortar: Google Monopoly Games—Embrace Appalachian Date: 2016.07.27
!Business Objective (V) Awareness-ask consumers to know something
The Appalachian Trail is a place of life-changing discovery. ATC believes everyone should have the opportunity for that experience, which is why it wants to ensure the Trail remains protected for the long haul. Business Problem Due to the approach of digital era, the younger population is becoming more sedentary. Trail visits are decreasing dramatically year by year, and such a current condition is contrary to what ATC has always desired and envisioned. Therefore, it’s time for ATC to come up with an effective call to action to solve its problem. Business USP Unlike any other hiking trails in the United States, Appalachian Trail is the only trail that crosses the most states and is committed not only to trail maintenance and protection, but to education, inspiration, science and awareness. Besides, all the facilities(e.g. mountain houses, bridges etc.) within the trail were all built by global volunteers without any commercial intervention. Target Profile Demographically, we’re targeting younger Millennials to older Gen. Zers aged between 18-28 who lives in the United States. Psychographically, we call this audience Modern Phubbings who possess an unconscious habit of snubbing someone in favour of a mobile phone. They are hyper-connected on social media, yet are becoming disconnected to the real world and nature. Bio Profile: Shreya Katuri is a 23-year-old graduate student who now lives in Boston to pursue her master degree. She’s also a typical Gen. Zer who is able to blow through her newsfeeds on mobile device while simultaneously juggling emoji- filled conversations and writing tomorrow’s book report. For Shreya, while her digital world has gotten more connected thanks to technology, she has become disconnected with people and nature from the real world. Target Problem “ As a social media curator and a highly-active instagrammer and snapchatter, I am extremely attached to my smartphone. I am constantly paying attention to my notifications and checking newsfeeds on Facebook all the time. Somehow, I feel a sense of depression of losing the art of real conversation and human interaction. Besides, I’ve realized that I should explore the U.S. more before moving back to India.” —- Shreya Katuri Target Solution Click & Mortar Google Monopoly Games will convince young Millennials and Gen Zers to participate Embrace Appalachian from us because we partnered with Google to co-launch the first freedownloaded real-world monopoly game for Appalachian Trail that includes both online and offline operations. This game aims at bringing people back to the trail by providing an entertaining and educational game-experience. Solution Support Product Features & Corresponding Benefits -Click & Mortar business model: Change the game field. Not just virtually play but physically. -Google GPS Location: Meaning players can only play the game when they’re out at certain location. -Different Versions of Google Map: Players (hikers) have a bunch of playgrounds to choose from. -Tasks Done Physically: Engage ATC volunteers to build an interactive real-world monopoly. -Connect to Facebook: Sharing photos, instant game achievements and “check-in” on FB. Solution Alternatives Direct Competitor: Nope. Because assuming the idea and the model are pioneered by Google. Indirect Competitors: Other free-downloaded role-playing game (RPG) apps. Brand Identity Tangible: Applying the same blue, red, yellow and green colors as the main visual from Google. Intangible: Fun, interactive, innovative, user-friendly and pioneering. Mandatories © 2016 Appalachian Trail Conservancy
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