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The Simply PRINT3D Market Launch Project Book

IMAGINE. EXPLORE. CREATE.


A Product Launch Campaign The goal of the Simply PRINT3D product launch campaign is to create excitement about interaction with the device. By engaging the imaginations of every member of the family, allowing them to have fun through realization of all the possibilities the Simply PRINT3D can create. While science and technology are the backbone of the brand, the ability to bring the family together by giving them the tools to print their worlds, on-demand, is the driving factor.


TABLE OF CONTENTS 1.0 IMAGINE: design research Defining the Company Defining the Competition SWOT Analysis Consumer Personas Defining the Project

7 9 11 13 15

2.0 EXPLORE: design process Mood, Tone and Voice Font Selection Logo Development Choosing Colors Refined Logo Concepts Defined Color Palette Final Logo - Variants

19 21 23 25 27 29 31

3.0 CREATE: design assets Campaign Media Mix Print Collateral Digital Advertising Social Media

35 36-45 46-49 51

4.0 Conclusion Design Challenge and Project Recap

57


“The aim of marketing is to know and understand the customer so well, the product or service fits him and sells itself.� ~ Peter F. Drucker


DESIGN RESEARCH


IMAGINE: Design Research

Brand DESCRIPTION SIMPLY PRINT3D is the newest 3D printer to be released to consumer markets. It has four print modes (Standard, Fine, Fast and Ultra Fast) and offers wireless network capabilities for total office integration. SIMPLY PRINT3D is specifically designed for home office and family use, yet rugged enough to work just as well in small to medium office environments. The SIMPLY PRINT3D offers a sealed printing chamber and is self-leveling. It is Windows, Linux and Mac compatible and comes standard with USB and SD Card ports as well as 3D laser scanning for inputting project files.

defining the company


Design CHALLENGE Create marketing campaign assets and logo for the startup and launch of a 3D printer.

Brand NARRATIVE The Simply PRINT3D desktop 3D printer is designed to engage the minds and the imagination of the whole family through the exploration and use of science and technology and the ability to create almost anything. It’s affordable and easy to use from anywhere in the house. Simply PRINT3D lets you to upload your designs, select any from the thousands currently available for download, and “print” it within just a few minutes, and all with the simple click of a button. Print your world, on demand and experience functional family fun with Simply PRINT3D desktop 3D printer.

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IMAGINE: Design Research

Marketing STRATEGY With a 35% annual increase in home-office and family consumer 3d printer sales, the goal is to position Simply PRINT3D strongly in the growing marketplace. By offering render-farm or daisy chain printing options, a lower price point and catering to the entire family as a unit, Simply PRINT3D is able to differentiate themselves from the competition. By creating and implementing a multimedia campaign, we can launch Simply PRINT3D to the consumer and gain a substantial portion of the 3d printer market which sold nearly 100,000 units in 2015.

defining the competition


Competitive REVIEW: Zeus All-In-One AIO Robotics Similarities • Uses multiple filament types • Large print volume (approx. 276 cubic in.) • Cross-platform compatible

Differences • Wired or Network connection only • No auto-level function • Larger, more user-friendly touchscreen

Creator

Flash Forge Similarities • Cross-platform compatible • Slim user-interface touchscreen design • Sturdy construction

Differences • Lacks internal 3D laser scanning • Larger print volume (+300 cubic inches) • Set print speed of 40-100 mm/second

Desktop DIY Sunruy

Similarities • Uses multiple filament types • Adjustable print speed • Cross-platform delivery

Differences • Larger print volume (approx. 500 cubic in.) • No wireless connection function • Has open printing chamber 9


IMAGINE: Design Research

swot analysis

SWOT ANALYSIS An evaluation and comparison of Simply PRINT3D and the top 3 competitors to identify opportunities for brand differentiation and growth within the retail environment.


Strengths • Render-farm or daisy chain printing capabilities. • Sealed print chamber with self-leveling print plate. • Uses all currently available printing filaments.

Weaknesses • High price-point for home/office use with target audience. • Several home-use models already on the market with brand recognition. • Low consumer awareness about 3D printers availability and use.

Opportunities • Increase consumer awareness. • Lower price-point to increase distribution and market saturation. • Partner with school science departments for brand recognition.

Threats • Market saturation achieved by currently established brands. • No established brand identity or consumer recognition. • Accessibility for home-use target audience. 11


IMAGINE: Design Research

Market POSITION The SIMPLY PRINT3D unit is designed to be the next generation printer for the family and home office users. Sturdy construction offers light to medium use, expanding into the small to medium office environment. The target audience for the brand is entrepreneurs and other home-office workers ages 21-45 with families. The brand will be able to provide a variety of products to consumers which include working models, prototypes and 3D mock-ups for client presentations. Campaign deliverables will include print and web advertising with social media components integrated.

defining the consumer

DEFINING THE CONSU


UMER

Female Consumer PERSONA • Name: Samantha Brown • Geographic Location: Portland, OR • Education Level: College Graduate • Income: $79k, combined annually • Family: Married, 1 child • Age: 24 • Occupation: Design Professional

Male Consumer PERSONA • Name: Calvin Harris • Geographic Location: New York City • Education Level: College Graduate • Income: $53k, annually • Family: Single, pet dog • Age:27 • Occupation: Marketing Entrepreneur

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IMAGINE: Design Research

Developing the BRAND • Identify Campaign Objectives • Sketch and present Logo Concepts. • Identify and test best concepts through Market Research. • Identify branding Color Palette and Font Selections through Market Research. • Present Brand Identity to customer and consumers.

defining the project


Campaign OBJECTIVE Based on market research, it has been decided that the objectives of the campaign should establish brand identity, increase consumer awareness and generate excitement about the Simply PRINT3D product launch. The goal of these actions is to create consumer loyalty and firmly place the product in the 3D printing retail market. Establishing brand identity with a logo to act as the calling card of the brand will kick off the campaign. With identity established, the creation a multi-media campaign that focuses on each portion of the target audience to unify the buying decision will be designed and implemented to increase awareness and generate excitement about the brand.

Campaign COMPONENTS • Traditional Print Ads • Mobile / Web advertising • Social Media (Facebook) Page • Radio Advertising

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Design thinking: The ability to combine empathy, creativity and rationality to meet user needs and drive business success. ~ Unknown


DEVELOPING THE BRAND


EXPLORE: Design Process

creating the mood

CREATING THE MOOD Developing the MOOD The mood of the campaign should be of wonder and excitement. How the audience feels about the brand will be established through the use of imagery, graphical techniques and content that encourages consumers to explore the new world of 3D printing. Through engaging their minds and sparking creative ideas, the audience should feel excited and curious when seeing the campaign in action. This feeling is one we’ve all experienced and is identifiable with every member of the target audience, helping to establish a connection to the brand.


Setting the TONE The tone of the campaign should sound informational and encouraging. When writing content for this campaign, content should be written with the thought of a teacher in mind. Somewhat informal, but direct and inspiring.

Mood + Tone = VOICE With the media campaign covering print, web & mobile, social media and radio, it is important to have all these elements sounding as one voice. The voice of the brand should be combination of the mood and tone, delivering wonder and excitement through informal, but direct words that encourage the target audience to imagine, explore and create. Because the target audience varies in age so greatly, using a voice the connects with moms, dads and children of all ages is important to the media campaign’s success and the successful launch of Simply PRINT3D. 19


EXPLORE: Design Process

a font to write with

A FONT TO WRITE WIT


Helvetica NEUE This type of font is clean and crisp, indicative of design blueprints and schematics. It conveys a technical feel. It has monotone stroke weights making it easy to read in print or while in motion. The uniformity of its horizontal and diagonal terminations lend to perfect kerning and tracking. Designed specifically to be neutral in feel, it easily adapts to any project.

TH

HEADERS Futura Medium

Sub Heads

Similar to Helvetica, this font has a clean and crisp look and provides great readability at various sizes. It’s strikes a good balance between fun and functional with its geometric design.

Futura Medium for Content

Body copy

A good body copy font with great readability at smaller font sizes. It too has a technical feel without being formal or uninteresting. Futura provides a nice balance of complementing Helvetica Neue and contrasting it at the same time. Body copy should have slightly wider leading than the standard 1:1.2 to aid in clear delivery of the message. The leading for this 18pt font is 24pt.

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EXPLORE: Design Process

concept iterations

CONCEPT ITERATIONS


S

Refining the LOGO The process began with approximately 30 sketches that were then narrowed down to 5 choices to be surveyed by a focus group comprised of the target audience. Men and women, ages 21-45 were selected to provide feedback on a series of questions. Logos were presented with no color to reduce any potential bias of color and are displayed to the right.

1 2

3

Survey OBJECTIVE To accumulate information on the design effectiveness of the provided concepts. Respondents were asked to rate the logo on how well it captured the mood of the brand, and how well it attracted the entire family unit. They were also asked to rate it with specific keywords of fun, imaginative, science & technology in mind, which represents the brand.

Survey RESULTS

4 5

Respondents suggested the most important aspects of the brand to represent with the logo were fun and imagination. With that, logo #3 was selected by the majority of the group with version #1 in a close second for its simplicity. Additionally, logo #3 was selected as best able to attract the whole family (target audience) and individual adults. 23


EXPLORE: Design Process

concept to color

CONCEPT TO COLOR


Adding COLOR The right color for a brand’s logo is not what the designer or the company wants it to be, but what the consumer feels best represents the brand. The original thought by the design team was to use primary colors in the brand’s logo. The decision was based on the premise that primary colors would be appealing to young and old, male and female members of the target audience. Several colors were considered but deemed to corporate for some and too childish for others.

Survey RESULTS

1

2 Consumer OPINION The survey group was questioned again on the revised logos presented with the addition of color. Questions guided them to rate how well the color choices represented the brand and the color’s effectiveness of appealing to the entire target audience. A majority of respondents from both groups also suggested more of a 3D approach and look to the logo.

3 4

5

Respondents overwhelmingly went with choice #3 in this round of surveys, based on the effectiveness of the design to represent the four aspects of the brand’s mood: fun and imaginative mixed with science & technology. Respondents also overwhelmingly stated that the colors sampled were unattractive and/or did not convey the mood described in the brand’s narrative.

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EXPLORE: Design Process

refined color concepts

REFINED COLOR CONC


Refining COLOR With the consumer approved logo concept, the creative team went back to the drawing board to determine the final colors for the brand. The challenge was to find colors that would appeal to the wide range of ages in the target audience and that would also reflect the brand’s mood. Based on research of competing logos and cultural perceptions of color, the design team felt that primary colors were the best direction to go in to find a solution. Variations of the RGB and CMYK color scales were developed and tested through peers and colleagues not part of the design process.

CEPTS Survey RESULTS Respondents reacted well to the green in this round of surveys, as well as in previous rounds of testing and development. The CMYK color scale, though truly designed for printing, didn’t convey the aspects of the brand and felt disjointed. The green complimentary scale was pointing to the best solution for this design and consumer challenge. 27


EXPLORE: Design Process

defining the brand

DEFINING THE BRAND The Color PALETTE In defining the brand, based on the consumer’s understanding of the brand’s narrative and feelings toward how well the colors represented the narrative, the final brand colors were chosen. Green was the base color for finalizing the decisions in creating the solution to the design challenge. From there, colors were chosen from the primary RGB color palette but not directly Red, Green and Blue as in earlier iterations.


Color Rationales: Blue • Symbolizes technology • Establishes trust

Green

Yellow

• Symbolizes nature (science) • Service (technology) • Fresh and youthful (appealing to young and old)

• Symbolizes imagination • Portrays happiness • The mix of Green and Blue in the RGB color palette

RGB: 0, 137, 67 CMYK: 100, 0, 51, 46 PANTONE: 7731 C

RGB: 255, 242, 0 CMYK: 0, 0, 100, 0 PANTONE: 395 C

White

• Symbolizes birth (the birth of a brand) • Simplicity (part of the brand’s name) • Precision (consumers can expect great results from using the Simply PRINT3D device.)

D RGB: 28, 117, 188 CMYK: 85, 50, 0, 0 PANTONE: 7683 C

RGB: 28, 117, 188 CMYK: 85, 50, 0, 0 PANTONE: 7683 C 29


EXPLORE: Design Process

a logo is born

A LOGO IS BORN


Simply PRINT3D (stacked) Primary version of the logo.

Simply PRINT3D

(one color & no color)

Animated Version

Simply PRINT3D (horizontal)

For use in one-color printing, screen processes and transparent applications.

Designed to be used in any instance where the primary version feels cramped or out of place. 31


“Everything is designed. Few things are designed well.� ~ Brian Reed


AD CAMPAIGN MEDIA MIX


CREATE: Design Assets

campaign media

CAMPAIGN MEDIA


Campaign GOALS • Increase consumer awareness • Directed ads to each portion of the target audience • Unify the family group in their decision to buy

Design RATIONALE

The MEDIA • Print ads • Web / Mobile ads • Social media page • Radio spot

Print media is still considered traditional advertising and allows Simply PRINT3D to capitalize on opportunities realized in the SWOT analysis. According to marketingcharts.com, print budgets are down while digital advertising budgets is up. For this reason, mobile & web advertising will be used to target the younger audience members of the campaign, primarily the 13-18 year old group. The print ads will focus on the adults within the target audience, though both forms of advertising will most likely cross these age groups. Social bookmarking will be driven by a Facebook page, which is intended to capture the interest of the entire family group. Targeted radio spots will focus on school & work commuters. By targeting these spots during heavy commute hours, 7:30-9:30 AM and 4-6PM, audio interaction will reinforce billboard ads.

Campaign TOUCHPOINTS • Billboards • Bus stops • Targeted magazines • Direct Mailer • Shopping, social and targeted banner ads • Facebook Fan Page • Work / Commute radio spot 35


CREATE: Design Assets

Magazine ADVERTISING Print advertising, while down in budgets from digital advertising still has great effectiveness depending on your advertising objectives. By advertising the product in magazines relating to the theme of our brand (inspiration, creativity and family), the client can expect a moderately high ROI with repeated exposure over the next 3-6 months.

traditional print

TRADITIONAL PRINT


Placement: • Time Magazine • National Geographic • DIY Magazine • Better Homes & Gardens

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CREATE: Design Assets

large format

LARGE FORMAT Bus Stop ADVERTISING Bus shelter advertising provides excellent eye-level exposure and visibility to pedestrians and vehicular traffic. The ads are seen repeatedly by the same audience and with great frequency. They should be placed with geographic selectivity to increase pointof-purchase activity, which include routes to malls or other large shopping centers where the product will be sold.


39


CREATE: Design Assets

large scale prints

LARGE SCALE PRINTS

Outdoor ADVERTISING Billboard advertising, though expensive, is extremely effective in converting offline views to online activity. It is estimated that the average commuter spends approximately 20 hours per week traveling to and from their destination. Studies show that nearly 71% of travelers “look at� billboards and 37% look each time they pass one. The average conversion from offline to online for this type of ad is estimated to be 26%, according to Forbes.com.


• Freeway on & off ramps • Inner-city, high-traffic areas

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CREATE: Design Assets


Outdoor ADVERTISING 43


CREATE: Design Assets

Direct Mail Direct mail provides reach, impact and trustworthiness with consumers. Direct mail advertising is currently growing at about 5.4% annually with a 5.2% lead generation conversion. With consumer in-boxes being overloaded with updates, news and offers, email advertising is difficult and nearly 77% of consumers sort through their mail immediately, resulting in the message being received by the target audience. Direct mail also provides tangible interaction and media integration.

direct mail & UPI


This UPI Cube is designed to POP into shape when the recipient slides off the band from the direct mail piece. This instant 3D effect takes place with the help of a rubber band attached inside, ready to spring into action.

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CREATE: Design Assets

Web BANNERS Web banner ads have an estimated 0.06% click-through rate. While not extremely high, and typically ignored by 18-34 year olds, they can be and are effective when placed and used well. The ads created for this campaign will be a combination of native and non-native ads, resulting in higher clickthrough rates of both groups of the under 18 and over 18 year olds within the family group target audience.

digital advertising


160x600 After the initial frame, a laser “builds” the 3D printed family onto the screen. As the laser fades out, so does the text and it’s replaced with the call to action and the product’s logo. This is a 3 second animation sequence.

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CREATE: Design Assets

250x250 After the initial frame, a similar line as in the print media exclaims “a world of possibilities await”. That queues the “building” of a globe that transitions into the hook which states “and all you have to do is click print.” This type of ad is meant to intrigue the audience by using the word “click” as a subtle call to action response.

Banner ADS


728x90 These wide banner ads will display a selection of 7-9 words in a 3 second sequence. The sequence starts with “world” a reference to the print campaign components. As the words cycle through, the pace increases and ends with “self”. The closing phrase then reads “Print your-self on demand” which is the hook of the ad.

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CREATE: Design Assets

social media

SOCIAL MEDIA Facebook MARKETING The Facebook page will be the primary component of the online presence during this campaign. This will give the client and the consumer a place to share ideas, post tips and techniques and provide a moderate amount of interactivity. This will aid in growing brand awareness and foster a community of devoted followers to the Simply PRINT3D tribe.


1 Learn ABOUT This section will contain information about the company. How did the company start, how long it has been in business, where is it going could all be in this section for consumers.

2 Photo GALLERY

1 2

Developers could place photos here of items creaated with the Simply PRINT3D device. Photos would come from the company and consumers alike and could link to additional information such as printing templates.

3 3 Post COMMENTS Consumers and developers could post comments directly to the timeline. This would allow for realtime exchange of information. Tips, tricks and howto’s and consumer feedback would all go here.

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“If you are not taking care of your customer, the competition will.” ~ Bob Hooey


LOOKING FORWARD


CONCLUSION: Design & Project Recap

project recap


Project BRIEF Simply PRINT3D is a start-up product launch seeking product branding and an ad campaign to bring their product to market and secure their share of the 100,000 units sold in 2015 and the growing $3.07B 3D printing industry.

Project RESEARCH Based on research of current buying trends of the 3D printers on the market, there was found to be a consumer group that could be but wasn’t being marketed to - the average family. Most 3D printers currently focus on industrial use and large office environments where prototyping is the primary function. Additionally, the current average cost of 3D printers is out of the general consumer’s price range for home-office equipment.

Proposed SOLUTION Target the family as a unit to unify the buying decision amongst the family instead on one specific individual within the family. By creating a series of ads in a multi-media campaign, we can show the family how they can have fun together and realize all the possibilities that 3D printing has to offer. The ads will focus on engaging their imaginations, encouraging them to explore and then allowing them to print their creations with an affordable 3D printer - Simply PRINT3D. Ads produced will target individual family units, through print, web and social media, while focusing on the value and the ability to fulfill a need within the home-office and family lifestyle. Simply PRINT3D offers functional family fun and lets them print their worlds on-demand.

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CONCLUSION: Design & Project Recap

The Right IMAGE Images for this campaign should elicit one of the core tenets or values of the brand. These are functional, family and fun. They should encourage imagination, exploration and showcase objects that can be created with 3D printing.

imagery examples


Family FUN The IMAGINATION

Created OBJECTS

Unknown EXPLORATION 57


CONCLUSION: Design & Project Recap

3d IMAGES The campaign should use images, especially in tradional print ads, that pop off the page or appear 3D. Here are the basic steps to turn a 2D image into one the comes to life and jumps off the page.

making it pop


1

2

1 Select the IMAGE Select an image that can have portions of it easily masked. Look for good color separation and high contrast.

2 Crop and Select AREA Crop the image and make a rectangular marquee selection. Stroke the selection with appropriate size brush and adjust path to the desired perspective.

3

3 Image MASKS Duplicate the image. Mask outside the marquee selection on both images to create the desired effect of portions exceeding the bounds of the border. 59


CONCLUSION: Design & Project Recap

looking forward


As the company grows and expands, we believe the campaign can grow and expand with it. We understand that everyone sees imagination, exploration, creativity and creation differently. By using imagery and graphical elements similar to the provided examples in this book, the key tenets of the brand can go on forever, attracting new customers and re-igniting the fuel that drives existing customers. The colors of the brand are timeless and non-age specific. So to is the drive to imagine, explore and create. As technology advances in the realm of 3D printing, we believe that Simply PRINT3D can and will remain a beacon for consumers far beyond the original target audience of home-office workers with school-aged children. The colors of the brand represent brand and consumer loyalty, new and fresh ideas, fun and precision...elements that will help drive the brand’s success. Simply PRINT3D provides functional family fun, by giving the average consumer the ability to print anything that their world demands. As their worlds expand, we hope that Simply PRINT3D’s does as well. For consumers and the company alike, never quit imagining the possibilities, exploring new technologies and creating better, bigger and more family-friendly items that make all of our worlds more interesting and dynamic. With this campaign in place, we invite you to create the world that you want to exist, one piece at a time.

Phil Jones Project Designer

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IMAGINE.


EXPLORE. CREATE


IMAGINE. EXPLORE. CREATE.

Presented by: Phil Jones e: phil.jones069@gmail.com

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