WEAVING PROJECT STORYTELLING STRATEGY Ana Poire
New Design Firms / Strategic Design and Management
TABLE OF CONTENTS!
• • • • • • • • • • • • • • • • •
PROJECT OVERVIEW THE PROBLEM GOAL VALUE PROPOSITION WHY? HOW? WHY COLLABORATE? FOR WHO? WHY A VIDEO? NARRATIVE STRUCTURE PROTOTYPE CATCH PHRASES BUSINESS MODEL CANVAS LOGIC MODEL THEORY OF CHANGE SERVICE BLUEPRINT SCRUM
WEAVING PROJECT
overview
The San Antonio Weavers Project is an existing and ongoing project where a collaboration between a traditional mexican weaving community and a design firm results in traditionally crafted but technologically innovative, modern furniture. MIC is a furniture design company that stresses the importance of creating a social impact and producing cause-related products by working with communities where a social and economic impact can be made by maintaining cultural traditions alive. The firm empowers weaver’s in the community (mostly women since men have fled the country in search of opportunities) by helping them build sustainable futures for themselves and their families.
THE PROBLEM ! The Weaving Project has not been marketed in any formal way. For the project to have a real impact both in the community and the design firm, a communication and marketing strategy must be designed.
WEAVING PROJECT STORYTELLING STRATEGY
goal
COMMUNICATE AND MARKET THE WEAVERS PROJECT THROUGH STORYTELLING TO POTENTIAL CUSTOMERS TO GENERATE/INREASE SALES.
value WEAVING PROJECT STORYTELLING STRATEGY proposition Tell the story of Weaving Project through collaborative storytelling (community & design firm) in a short video to engage customers and raise awareness of the project’s impact.
WHY?! Fluctuations in market demand affect economic stability of the community since production is based on purchases made. Engaging customers through storytelling would create awareness and possible increment/stability in sales. This would help: - Generate more jobs in the community - Generate stable incomes - Foster community development - Sustain ancient techniques and cultural heritage. - Empower female community members
HOW? Create a short video, in collaboration with the weaving community, that communicates a well-crafted story to prospective customers and that encourages understanding, emotional engagement and call to action. Appropriate platforms for distribution should be used in order to attract a large audience and obtain the desired impact and results.
WHY COLLABORATE? It’s important to tell the story of the project, how it has evolved and the impact it has had through collaborative storytelling. Collaboration has been the structure of the project so far and it should be kept this way. Both the community and the design firm have played key roles and it is crucial to transmit both points of view. By telling the story through the eyes of the artisans it both empowers them but it also engages viewers. By telling the story through the eyes of the design firm transmits the meaning and the “why” of the project creation.
for who?
WEAVING PROJECT STORYTELLING STRATEGY Â
30-60 year old Mexican head of households with high income who own outdoor spaces like terraces and gardens and are in search of outdoor furniture. "
56%! " " " Of "
current customers during warm weather season (jan-jun)"
" "
USER
Designers/Architects who are looking to furnish their projects with high quality and customized furniture. "
" " "
23%! Of current customers"
" " "
Why a video? "
90%!
Of online shoppers said videos help when making shopping decisions."
"
46%! 51%!
Of people who viewed a video ad took related action after watching. "
Increase in brand engagement when video was included in an email marketing campaign"
"
narrative structure
WEAVING PROJECT STORYTELLING STRATEGY Â
People: Community weavers in mexican mountains Problem: Little or no access to jobs because of geographical and environmental factors. Goals: Generate jobs and a stable income in the community while preserving their artisanal skills and their cultural heritage. Solutions: Creation of the collaborative Weaving Project where the company provides the business infrastructure, access to markets, channels of distribution and materials.
PROTOTYPE! Flipboard of the look and feel of the video.
storyboard prototype
WEAVING PROJECT STORYTELLING STRATEGY
Product: to introduce project.
Details of people
Describe context: use senses (ex. Texture of the country) talks about talent of the ar9sans (the people behind the project, what inspired the project
Details of process
Describe process & materials
Show finished product
“We strive to nurture dignity pride and humanity”
CATCH ! PHRASES!
To be employed both in audio and in text of video. They are designed to shape the story that’s being told, to capture people’s interests and imagination and to create an emotional connection between the viewer and the project.
“Design with ancient roots but modern soul” “we embrace rich traditions handed down by generations” "
“Imagine: every inch is woven by hand, every knot is knotted by hand”
website prototype
WEAVING PROJECT STORYTELLING STRATEGY Â
video to be uploaded on webpage and played on in-store monitors.
BUSINESS! MODEL ! CANVAS!
business 5 model canvas
2 3 STRATEGY 4 WEAVING1 PROJECT STORYTELLING Business Model Canvas WEAVING PROJECT STORYTELLING STATEGY Key Partners Key Activites Value Proposition Customer Community Film company
Production Promotiom
Key Resources Human Physical Intellectual
Cost Structure Video engages customers to buy finished product.
Video that engages consumers and creates and emotional bond between them and the brand.
Relationship Co-create: What do customers/community want to know/say about the proyect Channels
Customer Segment 35-65 year old high-income Mexican heads-of-households.
Direct: website and in-store
Revenue Streams Video engages customers to buy finished product.
logic model
WEAVING PROJECT STORYTELLING STRATEGY Logic Model Planned Work
Resources /Inputs
Money Time Staff Film equipment Film crew Transportation
1
Intended Results
Activities Develop storyboard Collaborate with community Find film crew Travel to community Film Edit Promote
2
Outputs
Video
Outcomes
Communication of weaving project
3
4
Impact
Awareness of project Awareness of company values Increased sales Advantage over competition
5
Why use logic model?
Business Model Canvas Key Partners Community
Key Activites Production
Value Proposition
Customer Relationship Co-create: What do
Customer Segment 35-65 year old
COST STRUCTURE! Expenses Video crew and equipment Adver9sement Social Media Travel Expenses Content Manager Visual Designer
Cost
Quan9ty 12,000 5,000.00 0 200 0 0
Total 1 12,000 1 5,000.00 1 0 1 200 1 0 1 0
Total Expenses Piece of furniture from Weavers Project
Cost
17,200
Quan9ty 10,200
1
WEAVING PROJECT STORYTELLING STRATEGY Backwards Mapping Theory of Change
theory of change
-Stabilize income of community members. -Generate jobs in community -Preserve cultural heritage -Growth of project
Communicate San Antonio Weavers Project through storytelling to potential customers
Engage the right people and mobilize them for the cause through strategic storytelling.
Define clear goals of sharing the story. (how to share it)
Identify Target Audience Set specific objectives (metrics)
Generate compelling content that creates human connection and emotional resonance.
Select best platforms and best practices and access data that can help target the right audience.
Create narrative structure: People, Problems, Goals, Solutions and Call to Action
Talk to experts on digital platforms for storytelling.
Social Media: Twitter, Facebook, Instagram.
Organize and evaluate impact of storytelling to later stregthen it.
Set digital metric tools such as Google Analytics.
Set metric tools to analyse impact of storytelling on sales.
Video & Audio
Website
Set metric tools to analyse impact of storytelling on community members.
Whytheory of change?
service WEAVING PROJECT STORYTELLING STRATEGY blueprint FOR COMMUNITY WEAVERS
service WEAVING PROJECT STORYTELLING STRATEGY blueprint FOR CUSTOMERS
Opportunity window to market Weavers Project through video/storytelling.
WEAVING PROJECT STORYTELLING STRATEGY
The selected activity used as an example for the project’s Scrum methodology is the rewriting/re-storyboarding of the script. The Scrum process would be applicable if the script was not approved by board members and would need revising and rewriting.
scrum
TEAM Scrum master: project manager 1 content manager 1 visual designer 1 marketing coordinator
WEAVING PROJECT STORYTELLING STRATEGY Â
scrum
FILM PRODUCTION BACKLOG pre-production
4
3
2
1
script writing & storyboarding
production
5 consumer engagement
internet marketing and distribution
SCRIPT WITING & STORYBOARDING PLANNING 3
2
1 source stories from weavers
create outline for story direction
4 list of necessary shots
5 plan interview questions
create storyboard
FILM PRODUCTION BACKLOG
scrum
WEAVING PROJECT STORYTELLING STRATEGY 4 3 2 1 Â script writing & internet marketing pre-production
production
storyboarding
5
consumer engagement
and distribution
SCRIPT WRITING & STORYBOARDING PLANNING 3
2
1 source stories from weavers
create outline for story direction
4
5 plan interview questions
list of necessary shots
create storyboard
SCRIPT WRITING & STORYBOARDING BACKLOG 3
2
1 source stories from weavers
create outline for story direction
4 list of necessary shots
5 plan interview questions
create storyboard
SCRIPT WRITING & STORYBOARDING WEAVING PROJECT STORYTELLING STRATEGY PLANNING Â
3
2
1 source stories from weavers
create outline for story direction
4
scrum 5
plan interview questions
list of necessary shots
create storyboard
SCRIPT WRITING & STORYBOARDING BACKLOG 3
2
1
4
5
source stories from weavers
create outline for story direction
list of necessary shots
plan interview questions
create storyboard
2 days
8 hours
4 hours
2 hours
5 days
Scrum master: project manager 1 content manager
WEAVING PROJECT STORYTELLING STRATEGY 1 visual designer  1 marketing coordinator
SPRINT 2
SPRINT 1
SPRINT 3 3
2
1 source stories from weavers travel to community
$50.00
create outline for story direction
define story direction
travel back to city
outline film structure
time spent: 2 days total cost: $170.00
list of necessary shots shots needed to fulfill outline structure
compile stories
travel expenses 3 people $70.00 $50.00
scrum
time spent: 8 hours total cost: in-house
time spent: 4 hours total cost: in-house
SPRINT 4
SPRINT 5
4
5 plan interview questions list interview questions
time spent: 2 hours total cost: in-house
create storyboard draw storyboard
time spent: 5 days total cost: in-house
Ana Poire
New Design Firms / Strategic Design and Management