6
Chapter
Individual Assignments
Studentnumber:
2202977
Painpoint:
Communication
Lisanne van Herwijnen
Explanatio
n of fit
The Backpack Model showed that the organization of Vimeo is pretty clear, but that the communication can use some improvements. Therefore we recommend that Vimeo can show their core values and USPs more through their entire communication. By focussing on business, Vimeo can go deeper into that by communicating it.
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To bring these opportunities to life to the users, I will focus on the concept carrier ‘Communication’ with a little bit targeted at ‘Organization’ too. I am convinced when I work on the communication of Vimeo, the rest of the concept carriers will improve as well and will make the pain points fade away. In my opinion, a perfect opportunity for Vimeo to communicate even more as a business brand, is ‘Vimeo University’.
Vimeo University Vimeo University is an online education program which gives users the possibility to get even more professional in making videos and learning how you can put your creative thoughts into practice. Vimeo already has a tool called ‘Video School’. Here you can find tutorials and tips by, for example, choosing the right camera and using storyboards. But what if you still have questions? How can you suddenly put all this theory into your own practice? With this educational business tool, Vimeo can put their core values and USPs deeper through the whole company. The core values are: quality, creativity, originality and positivity. The USPs are: + Beautiful HD playback
+ Powerful privacy settings
+ No disruptive ads
+ Amazing supportive community