Revisu Brand Book by Nicole Kramer

02 Table of Contents 03 Clear 11 Creative

Qualitative Research

SWOT

Communication

pub locations

evaluation

OUR AUDIENCE

Media schedule

21 29

video componet

About hawwwk

Problem

Guerilla Tactics

trade show

Strategy

Coffee locations

budget breakdown

Qualitative Research After interviewing multiple audiences, we recieved a few very insightful quotes from across the board

“During the editing process most of my time is wasted in writing about which parts need to be edited as well as missing each other in and out of the office. But taking time out of my 14 hour day to learn some new program is hard to justify.” - Steven Asbury (Asbury Design)

“ The back and forth of email is bothersome but since I know the emails are coming from my one design partner I’m much more egger to open and respond.” - Steven Asbury (Asbury Design)

“Most teachers have the opportunity to go to professional development conferences to meet other people in the field and to hear about updated material. At the design workshops, companies have booths set up that we can walk through to see.” - Jayce Giddens (Design Teacher)

“A lot of times clients ask me for marketing help, but I don’t have a marketing background. I went to school for design, so I can’t always help them with business problems. There’s a serious disconnect between the way marketers function and the way designers function” “In the classroom, teachers can point out areas that need to be changed directly by pointing at the computer screen and communicating in person. Students aren’t required to have the programs on their computers at home, so most of our design work is done during class.” - Jayce Giddens (Design Teacher)

“The way I look at it is would you like to do the work in half the time or complete the work in twice as much time.” - Derick Cruz (In- House Designer @ Levi Strauss & Co.)

“I thought it was very easy to pinpoint what I wanted to change and where it was. It seemed like it eliminated so many emails because I only received an email when I signed up for the program and when my team mate made a new draft with the changes I had suggested.” - Derick Cruz (In- House Designer @ Levi Strauss & Co.)

“I am not hesitant to try a new program.” - Derick Cruz (In- House Designer @ Levi Strauss & Co.)

Our Audience

Meet austin

After graduating from State University with a Fine Arts degree, he realized that he probably couldn’t make a living selling his artwork and/or kidneys on the black market, and so he settled for a job as an in-house graphic designer for $40,000 a year.

Meet Craig

Although he once had big dreams of becoming the next Picasso, he still enjoys his job at Nifty Corporation. He works on a team of ten, where the positions vary from strategists to web designers. There’s a large difference in skill sets, and sometimes it frustrates him because they get into disagreements. However, he likes the structure of a regular paycheck, and so he continues his service to “The Man”.

Craig is one of those people often described as a “go-getter”. As a child, he dreamed of becoming an astronaut and so he spent most of his time playing with chemistry sets and pretending to defy gravity. But like most children, his dreams were crushed after he discovered that the moon really isn’t made of cheese. As life progressed, he developed a love for economics. He was fascinated by fiscal policies and market conditions. Nerd alert... He graduated with a Bachelor of Science in Economics, and a minor in business. During his college days, he was in a fraternity. He doesn’t tell many people about his Kappa Sigma Psi days because he hates being stereotyped as someone who partied a lot in college.Yeah, he did a few beer bongs back in the day... But he wasn’t one of those guys who ripped off the sleeves of his shirt and crushed beer cans on his forehead. He enjoyed the leadership and networking aspects of greek life, which landed him a job at Nifty corporation as the marketing director.

But Craig isn’t all corporate. In fact, he vowed to never be one of those heavycologne-slicked-back-hair-blue-tooth-wearers. Instead, Craig is a sports nut who is somewhat obsessed with fitness. He’s participated in three half-marathons, and runs five miles every morning before work. On weekends, he likes to spend as much time as possible with this family. He has two daughters, age 10 and age 8. Usually, they play soccer outside or have a pretend tea party with Mr. Bumpkins and Fluffy, the girls’ favorite stuffed animals. Once the kids are asleep, he likes to read the New York Times on his iPad or watch Saturday Night Live.

When he’s not working, he’s jamming with his garage band The Loose Screws. He’s girlfriend-less, but that makes for better sappy lyrics in his songs. He also has a cat to keep him company. Austin starts his morning with a coffee and ends it with a beer. He considers himself relatively social, but most of his free time is spent sketching or surfing the web. He rocks some extremely worn sneakers that he draws on with a sharpie when he gets bored, and it’s a stretch to get him to wear something nicer than jeans. Nearing his thirties, he’s ready for a promotion at work, and hopes to eventually work his way up to Senior Design Consultant at Nifty Corporation. Looks like he’ll have to trade in his T-shirt for a tie soon.

spoke with the five target audiences that were identified by the client. After our research we came to the conclusion: The design process needs better communication and there is a very distinct that there is a separation of in-house design team and in-house marketing teams.

In-house teams are the ideal target because: • • • • •

They are open to change and new processes Are not at the expense of a 3rd part client Have high turnover rate of projects Often have multiple people collaborating on one project Have the funds available for new software

Problem allows The design process needs better communication. There is a separation of inhouse design team and inhouse marketing teams because both parties come to the table with different training and knowledge. This leads to mixed expectations which produces fuddled work and creates inefficiency, bad vibes, and unhappy clients. Our challenge is not only bring awareness to Revisu, but also prove that this is the necessary platform for creatives and marketers to communicate so they can easily collaborate on design work.

for

clear creative communication.

Strategy

Innovators (Creatives) // Seems undisciplined and approaches projects from different angles // Concerned with findings the problems and how to solve them // Often manipulates the problem and questions assumptions // Seen as abrasive and sometimes uses “in your face” tactics

Through our research, we found that people want to create a similar outcome but have different processes or ways of thinking to get there. We have identified them as the adapters (marketers), and the innovators (creatives).

// Seen as impractical and shocks the adaptors

Both parties come to the table with different training and knowledge. This leads to mixed expectations, which produces fuddled work and creates inefficiency, bad vibes and only satisfactory work.

// Insensitive to people and threatens group cooperation

// Takes control in unstructured situations // Appears to have low self doubt and does not fear the opposition

Adaptors (Marketers) // Reliable, efficent, disciplined and quick thinking // Usually presented with the problem and focused on solving it // Finds solutions in often expected and traditional ways // Safe and dependable // The authority // High self doubt, vulnerable to pressure // When collaborating with innovators; provide structure and stability // Sensitive to people and maintains group cohesiveness // Provides a safe base for innovators riskier operations

// Provides encouragement for radical change

Cue the 1976 hit single “Why Can’t We Be Friends”...

SWOT STRENGTHS - Good customer service - Has the backing of PIE and W&K - Helps teams communicate better and more efficiently - Useful tool pinpointing specific areas of an image - Saves time by eliminating writing text & eliminating e-mail cluster - Saves drafts - Review tools provide instant feedback

weaknesses

- Not one specific target audience - Start-up web-companies are common and hard to stand out - Confusing to understand as a new user - Lack of program compatibility, does not allow all of the CS5 programs to be uploaded - Small staff - Consistency of quality

Opportunitty - Current disconnect between designers and marketers - Start-up company with lots of potential - Society more and more dependent on the Internet - People are always looking today for an easier and faster way to communicate - Possible partnerships and investors with other companies - Could increase function and usability with other platforms (CS5 programs, video capability)

Threats - Poor economy - Difficulties of start-up awareness - Not shifting with consumer trends (mobile) - Other similar sharing programs online, such as Google Docs - Could be easily duplicated by larger corporations - Market is becoming more and more saturated each and every day

Media Schedule Dec

Jan

No v

Fe b

Oct Sep

[YouTube Video] Various tech bloggers that we have pitched to will be writing about the product and including the video. We will also post the video to the top design forums (GraphicDesignForum.com, HOWDesign.com, RedIt.com, Estetica.com, UCreativeForum.com, etc.). This will be spread out in short segments for the first few months in order to build views and comments on the YouTube page. When we have a steady following the videos and blogs will be consistent.

[Beer Coasters] Consumers enjoy a cool beer in the summer months when it is warmer outside. The graphic coasters will be distributed at pre-seected specialty pubs/bars in the downtown Portland area.

Apr

[HOW Design Live] This annual trade show is held in Boston every June with the hopes to bridge the communication gap between designers and marketers. The conference fosters a community interested in inspirational design.

Mar

[Coffee Sleeves] More people will be drinking hot beverages that require sleeves in the winter months. The graphic sleeves will be distributed at pre-seected specialty coffee shops in the downtown Portland area.

Jun

Jul

#1 Guerilla Tactics

We dug up some fairly interesting research about coffee sleeves and their effectiveness. Here is why they work:

49.2 Minutes Design and advertising culture has a strong relationship with coffee and beer. Both coffee and beer have a social aspect to it, and so we will play off of this idea and show the audience that Revisu bridges the communication gap so they have more time to enjoy a beer with each other. At coffee shops and pubs near our target audience, we will print messages on coasters and coffee sleeves that express the importance of bridging the gap between marketers and creatives. (See rough draft design)

Average exposure time to the coffee sleeve

Impressions

65%

Of each sleeve (including the customer)

Recalled seeing the product being advertised

79%

23%

40-year-old $73,100

Believe that coffee sleeve advertising is equal or mroe noticeable than other out of home advertising

Of Consumers believed their opinion of Client X increased after seeing the coffee sleeve ad

Demographic of these statistics

#1 Coffee Locations

Coffee Locations:

TIRED? DON'T STAY UP LATE DISAGREEING ON FONT SIZES .com clear creative communication

COFFEE SLEEVE

// Barista // Coffe House Northwest // Floyd’s Coffee // Mudd Works Roastery // Stumptown Coffee // Urban Grind

Portland, OR

#1 Pub Locations

PUB Locations:

TO AGREEING ON THE LOGO DESIGN! Now enjoy a beer together.

.com clear creative communication

COASTER

// Beaker & Flask // North 45 Pub // Produce Row

Portland, OR

#2 Trade Show Revisu will go to a marketing and designer-centric trade show called InHOWse. At the event, Revisu will go around to random participants and speak with buzzwords. For example, they will begin a conversation with nonsensical phrases like: “ROI? Benchmarking! Synergy convergent programing!”.

THERE’S A LOT LOST IN DESIGN TRANSLATION. Present this coupon at the Revisu booth for a free coffee and learn more.

The participant will probably respond with confusion, at which point the Revisu representative will give them a coupon for free coffee at the Revisu booth, where they can actually use and interact with the software. The coupon says “A lot is lost in design translation” giving off the idea that Revisu is what bridges the gap between marketers and creatives. (See coupon design)

.com clear creative communication

Coupon

SCRIPT: Interactive Youtube Video: Choose your own adventure

#3 Video Component

IF YOU CHOSE MARKETER (first person perspective) Focus in on a neatly arranged desk with various paperwork. Reading Forbes blog.

IF YOU CHOSE designer (first person perspective) Focus in on a desk with various toys and knick-knacks cluttered on the workspace. Playing with yo-yo.

Email pops up from Boss that says “We need to redesign the logo on our let- Email appears on computer: “We need to redesign the logo on our letterhead. It looks outdated” terhead. It looks outdated. From Bob, Marketing Director” Marketer forwards email to designer with logo attached as jpeg

CHOICE: “Use Revisu” or “Fiddle With Design”

Designer sends it back and Marketer is not pleased

IF YOU CHOSE “Use Revisu”: Designer makes adjustments, shares it using Revisu, marketer makes some suggestions like “make font bigger here, change this color”, designer makes changes, sends back, then begins to play angry birds on phone.

CHOICE: “Use Revisu” or “Continue Emailing”

Create a youtube video with alternate beginnings. Similar to a “pick your own adventure” novel, the viewer can choose various steps along the way that will lead to Revisu. Example: Choose to be a marketer or a creative, depending on your choice will lead you to a separate video within the same story. (See storyboard)

IF YOU CHOSE “Use Revisu” Uploads the file to Revisu, pinpoints areas that you don’t like, and send it to designer with your feedback. Within minutes, designer sends back a perfect copy.You send back feedback saying it looks great, and that you should celebrate with a beer together.You begin looking up places to vacation.

Email pops up: “Looks Awesome! Glad we could agree. Let’s grab a beer! - Bob” Fade out to Revisu logo, Design collectively

IF YOU CHOSE “Continue Emailing” You write a long paragraph email with the changes explaining where and what you want to change, and your reasoning behind it. The designer sends back an email with some changes and explanations that you don’t understand (ex: the gridline doesn’t match up, and we’ll have to print this with a bleed).You start reading “designing for dummies” and watch your inbox increase by the minute.Your boss keeps sending you emails asking where the logo is.You continue to email back and forth with the designer and you can’t seem to understand what he is saying.You text your husband and say “I’m stressed out - the designer and I can’t seem to get on the same page” and then you put your head in your hands in frustration

IF YOU CHOSE “Fiddle With Design” Designer spends some time changing the logo, makes it look very different from the first version. Email sent back with a long paragraph of fixes, a lot of the words don’t make sense to the designer, like “the colors wouldn’t appeal for the greatest ROI”. Designer Googles “ROI” then looks up “return on investment” in the dictionary. The situation becomes more confusing with each change. Emails keep popping up in the inbox. The designer begins to bang head on desk. Designer keeps emailing back with “I’m not sure what you mean by that”. Starts chugging coffee and texts wife “It’s going to be a late night at the office - we can’t seem to figure out what we want”

Fade to screen that says “Next time, try Revisu” Fade out to Revisu logo, design collectively

Budget Breakdown COFFEE SLEEVES // COASTERS $125 for a case. 10 cases for $100 each. 1,250 sleeves per case (one case per month) 10 cases = 10 months coffee sleeves 12,500 coffee sleeves for $1,000 Coasters rate: 5,000 to hand out at bars at $0.35 each = $1,750

DESIGN LIVE

$4,800 for the entire conference Coffee coupons: will need to make bulk coffee. Example: Can purchase a Hamilton Beach Percolator 42 cup (2.6 gallons) coffee urn for $45 at Bed Bath and Beyond. Will need coffee: can purchase 5 pounds of Bulk Coffee Bean Direct Italian Roast Espresso on Amazon for $34. How Design Cost (not including personal airfare, food or accommodation costs): 4800 + 45 + 34 = $4879

TOTAL COST

Total cost: Coffee sleeves: $1,000 Coasters: $1,750 HOW Design Live: + $4,879 ---------------------------------------TOTAL $7,629

Evaluation We at Hawwk Collective believe that our advertisement executions will bring Revisu the maximum possible return on investment based on its current needs. Our proposed advertising campaign is backed by thorough research. Our research indicates that Revisu’s primary market should be In-House teams to help marketers and designers collaborate more efficiently. By posting the our YouTube video on leading design and marketing forums and blogs in the specific resource and technology sections, Revisu will reach thousands of In-House team members who are ACTIVELY looking for helpful tools. These postings receive an average of 506 viewings on the first day alone. With search engine optimization and with the proper posting titles, such as “In-House” or “designers,” these average numbers can increase to over 1,000 hits just on the first day. If the link is posted six times within a year on six top forum sites for example, Revisu’s name and video would reach at least 36,000 designers. And this cost is free for the company. The digital execution mixed with Hawwk’s proposed Guerilla campaign will generate awareness about Revisu’s communication bridge tool. By targeting Portland’s design culture, Revisu will start off locally by generating awareness in coffee shops and bars. Our research indicates that Portland In-House designers (the bulls-eye target audience) spend a chunk of their time on their laptops at cafés such as Stumptown, Public Domain, and Barista. Other designers who are not part of In-House teams also spend time here. Though Revisu’s main target is In-House teams, having coffee sleeves at these coffee shops will hit the main target and other designers as a bonus for generating awareness. Because coffee sleeves are being advertised on a product that takes at least ten minutes to consume, and because the message stands by itself, there is a maximum impact of the advertisement message. Because so many designers are on their laptops in coffee shops, they are more likely to quickly type in “revisu. com” in this setting than in any other location. Many designers and marketers also go to bars after work as part of the urban

Portland culture. Hawwk believes that Revisu should encourage marketers and designers to grab a beer after work TOGETHER as part of the collaboration message. Instead of e-mailing each other back and forth all day, these team members could use Revisu and spend their extra time they would have wasted on e-mail by grabbing a beer together after work. Revisu will more specifically be targeting In-House team members by targeting bars that are geographically the closest to In-House locations, such as North 45 Pub by Columbia Sportswear’s office. Our research indicates that most bars will use coasters without any charge. Coffee shops may charge an additional small fee for advertising on the sleeves, but because Revisu would be supplying the sleeves at no cost for the coffee shops, this fee would be lessened. Additionally, the design culture coffee shops selected are not part of large companies, therefore the additional fees, if any, would be more negotiable. Hawwk strongly believes that the ultimate goal of Revisu’s first campaign should be to present at the 2013 HOW Design Live conference because it attracts the epitome of Revisu’s target audience in one place at the same time. The tradeshow should come after the first two executions so that Revisu is able to afford attending, and because by the time of the conference, Revisu’s name will already be circulating on national blog and forum sites. By posting on forums and blogs within the next year and by implementing coffee sleeves and coaster guerilla tactics, Revisu will generate a high level of awareness by only spending $2,750. With an Agency Pro Revisu monthly charge of $20, one account would bring in $240 per year. After the initial $2,750 investment, which would need 12 new accounts to pay off, Revisu would only need to sign up 21 more teams within the next year in order to afford going to the HOW Design Live tradeshow that costs approximately $4,879. By generating awareness from tens of thousands of blog and forum views and from local designers and marketers, it should not be difficult to attract 33 new account holders. We at Hawwk Collective realize that it is a risk to execute our proposed advertising campaign. However, if companies do not ever take risks, they are not going to generate revenue. Our proposal is backed by so much research and strategy that the risk is greatly reduced. Hawwk believes that Revisu, a start-up company, would benefit the most by starting a campaign that focuses on solving the communication gap in In-House teams, and by accumulating enough profit to present at HOW Design Live.

About Hawwk

Madam Rhonda Krause

Madam Emily Vande Wege

Account Planner

Media Planner

Madam Nicole Kramer Account Planner

Madam Kelsey Wilkins

Sir Jayson Hobby

Copywriter

Art Director