DIGITAL MARKETING AND CAMPAIGNING

WEEK 1

Today, we received our CW2 assignment brief. We were divided into two groups for this project. The objective of this project is to develop a group marketing campaign based on a chosen topic. Throughout this whole module, we will be producing a range of digital marketing materials in accordance with market research and consumer behaviour. The topic given to us by lecturer was to develop a music festival campaign. One of the example suggested was The Rainforest World Music Festival. We were given the freedom to either choose Rainforest or other music festivals. Hence, some research were done before deciding on the festivals.

Research by LEE SUE ANN on Scribd

We did some research on Malaysia's famous music festival such as Rainforest World Music Festival, Urbanscapes and GoodVibes Festival. After some further research, we decided to choose Good Vibes Festival for our campaign project. Since it is a marketing project, there are a few reasons that comes in consideration why we chose GoodVibes. First, GoodVibes usually happens on a July weekend. Weekend events usually attract people more because it is a non-working day. Besides, people usually spend time with their friends and families during the weekend. Hence, a music festival is a perfect weekend event to bring along friends and families. As for Rainforest, it usually happens for three consecutive days and Urbanscapes is a long running creative art music festival. Urbanscapes spread across 9 days in various parts of city's historic core. Not everyone will be free or have time to attend long events as all will be busy with works as well. Two days is definitely enough to bring enough experience and excitement to all for a good weekend and a good new vibes for a new week.

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WEEK 2

For this week, after confirming on our topic, we proceeded with some marketing research which is the 4Cs and SWOTs. In this research, 4Cs of marketing consists of Consumer, Cost, Convenience and Communication. The 4Cs marketing strategy not only focus on marketing and selling product but also on communicating with the target audience from the beginning to the very end of the process. The first C talk about customers' wants and needs focusing on filling a void in customer's life. Next, the Cost in 4Cs not only include the price of the product but also the cost times of your customer takes to get to your store in order to purchase. The goal of Convenience is to make the product cost effective and simple enough for customer to attain the product. Lastly, communication is a customer-oriented approach to the task of selling products. It requires interaction between buyer and seller. (Hester, 2019)

As for SWOTs, it stands for Strengths, Weaknesses, Opportunities and Threats. Strengths are the integral part of your organization. It is the advantages or things that your organization does particularly well at. The weaknesses is to determine what is needed to be improve in the organization. Nothing is perfect at the first place, so be real and honest. In addition, opportunities are new chances that might arise as developments in the market. Last, the threats include most of the negative things and obstacles that might affect your business. These marketing strategy are important to make the most of what you've got, to your organization's best advantage. (SWOT Analysis: – How to Develop a Strategy For Success, 2020)

Research :

After confirming on our topic, we proceeded to discuss on the concept idea and masthead design. Some research were done to further explore on the possibilities of the concept idea for GoodVibes Festival. We started brainstorming on the ideas for the concept and started deciding on how we want our festival to be like.

Brainstorming :

Fig 1 Concept Idea Mind-mapping

We then moved on to discuss on the big idea of our event launch, merchandise items, logo masthead design, colour palettes and style references. Hence, each of us start designing some masthead designs.

Concept and Masthead Idea :

Reference

Hester, B. 2019. Marketing Strategy: Forget The 4 P's! What Are The 4 C's? - CATMEDIA Internal Communication. [online] CATMEDIA Internal Communication. Available at: <https://catmediatheagency.com/4-ps-of-marketing-strategy/#:~:text=The%204%20C's%20of%20marketing,mix%20than%20the%204%20P's.&text=However%2C%20the%204%20C's%20offer,perspective%20on%20the%20marketing%20strategy.> [Accessed 16 September 2020].

Mindtools.com. 2020. SWOT Analysis: – How To Develop A Strategy For Success. [online] Available at: <https://www.mindtools.com/pages/article/newTMC_05.htm> [Accessed 16 September 2020].

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WEEK 3

After proposal, there are some changes to be made and improved. We then decided to distribute our workforce as we are not in the same physical location due to the movement control in Malaysia to increase our work productivity. Before moving on to our own part, we have discussed on the three masthead design and have come to an agreement on choosing Option 3.

Logo Masthead (Option 3) :

Fig 2 Logo Masthead

We then further explore on the design possibilities to create a better logo masthead. Logos are meant to visually communicate the unique identity of the brand and it's representative. It is actually the identification of a company. (Solis, B, 2016.) It helps audiences or clients to recognize, identify, and choose you before others. Besides, they are meant to be a strategy tool for your business. (Ooley, A. 2018) Thus, it is important to research well on creating a good logo masthead.

Besides masthead, we did further discuss on the big idea for event launching. The aim of our concept is to spread happiness and vibes to all by welcome everyone back to GoodVibes with a fresh new year and new wishes, just like a Dandelion. GoodVibes stands for a Good Day, Good Start and a Good World. The reason we chose Dandelion as our design element because it fits well in our whole concept. There will be Dandelion installation, called Field of Dreams in our festival. Besides, to enhance better experience, we do provide Dandelion themed tent for rent so people could overnight there for better scenery. Our location is located high up at a hill resort, Genting Highlands, hence the tent is also convenient for the consumer as they do not need to travel up and down for the two-days festival.

We chose vibrant colour as our colour palette for this festival. Colors can make us feel delighted or sad, and they can make us feel hungry or relaxed. These reactions are rooted in psychological effects, biological conditioning and cultural imprinting. Strong, bright colors and neon colors can have a powerful effect on emotions as it have a stimulating effect and can make people feel refreshed and energized. (Gremillion, 2019) In addition, some ideas for merchandise were added to our discussion. We came out with some designs for our merchandise too.

Concept and Masthead Idea (Revise) :

Apart from that, we started brainstorming on our website. As we are living in the digital world, a website is crucial for any business. It is at a high chance that you are probably losing out opportunities if you have a business but without a website. A website is one of the useful marketing strategy to help your business grow. It has a far more extensive reach than any other form of advertising. The website is usually the center of your company’s online presence. Another important thing is that you have the scope to represent your customers, why they should trust you and the testimonials and facts to back up those opportunities by building a website. People nowadays are busy and also smart. As people are busy with work and has no time to shop physically, they search the internet to learn about the product or service before purchasing. Most of the informations like the brand, features, price, size, color can be easily access through your website. (Blue16media, 2020)

Besides, website is more flexible. With just few clicks of button, consumer get to view every content uploaded including images, videos and description. Any future modification can also be done conveniently and the website will be updated immediately. Before designing the website, some planning have been made to categorize the pages of the website and also some arrangement for the items that will be shown on the website. An information architecture has been done to have a clearer visual of the whole website planning.

Website Information Architecture :

Fig 3 Website Information Architecture

After drafting, wireframes is then created to have a clearer vision of the website layout design. Wireframe helps to walk through the whole structure of the website without getting sidetracked by design elements such as colors and images. (Segue Technologies, 2016) I personally think that building a simple wireframe will save time in the long run and ease the website development process.

Website Wireframe :

Fig 4 Wireframe

Fig 5 Wireframe

Fig 6 Wireframe

Fig 7 Wireframe

Fig 8 Wireframe

Fig 9 Wireframe

Reference

Solis, B. 2016. What is the purpose of a logo? It's more than design...it's about purpose. Medium. Available at: <https://blog.prototypr.io/what-is-the-purpose-of-a-logo-its-more-than-design-it-s-about-purpose-c7dfdc783d1e> [Accessed 23 September 2020].

Ooley, A. 2018. What is the Purpose of a Logo? Logo Maker. Available at: <https://www.logomaker.com/blog/2018/10/03/what-is-the-purpose-of-a-logo/> [Accessed 23 September 2020].

Gremillion, A. 2019. How Color Impacts Emotions And Behaviors. [online] 99designs. Available at: <https://99designs.com/blog/tips/how-color-impacts-emotions-and-behaviors/> [Accessed 23 September 2020].

Blue16media.com. 2020. The Importance Of Having A Business Website -. [online] Available at: <https://blue16media.com/blog/2019/08/01/the-importance-of-having-a-business-website/#:~:text=Having%20a%20website%20and%20online,establish%20credibility%20as%20a%20business.&text=A%20website%20not%20only%20gives,is%20bigger%20and%20more%20successful.> [Accessed 23 September 2020].

Segue Technologies. 2016. The Importance Of Wireframing For A Responsive Website. [online] Available at: <https://www.seguetech.com/the-importance-of-wireframing-for-a-responsive-website/#:~:text=Wireframing%20is%20an%20important%20communication,such%20as%20colors%20and%20images.> [Accessed 23 September 2020].

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WEEK 4

After done with the layout of design, some research were done on the reference for portfolio website. The colour scheme used for this website will be the same as per discussed, which is the vibrant colour. The only difference is we will blend in with black or white as base to create high contrast. This is to attract the eyes of the audience when exploring our website.

Website Moodboard :

Fig 10 Moodboard

After confirming on the layout and concept, the progress is then proceeded to designing each layout for my work on screen. After reviewing the design of website with our lecturer, there are a few changes that needed to be done. Firstly, our logo masthead is initially designed on purple background. However we did not use purple as our website background as we think the colour is too vibrant and it does not create a high contrast. So we decided to use black as our website background. Unfortunately, the logo does not blend in well with the black background. It somehow looks very dull and unattractive. Logo is suppose to be the main representative of our branding. Besides, the dandelion pattern is used as the design element to standardized the whole campaign. Unfortunately, the patterns applied seems more like a watermark which actually feels old fashioned and outdated design. Thus, some improvement and further exploration needed to be done.

Website Layout :

Fig 11 Layout

Fig 12 Layout

Fig 13 Layout

For this week, we also did some progression on logo masthead design and merchandise. We came out with some stories for our merchandise design. We used mascot for our merchandise to create a more fun and friendly vibes. In addition, each mascot has its own personality based on each story.

Weekly Progression :

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WEEK 5

After first discussion on the website, some changes has been made. We have decided to apply the mascot from the merchandise design onto our website. The initial idea is to make the website more colourful and fun.

Website Layout ( Revise Version 1) :

Fig 14 Layout

Fig 15 Layout

Fig 16 Layout

Fig 17 Layout

Fig 18 Layout

Fig 19 Layout

Fig 20 Layout

Fig 21 Layout

After review with lecturer, we decided not to use the colourful mascot because it somehow makes the website seems childish. Websites should remain more serious as it works as a online platform for audience to visit and to learn more about the festival. Hence we decided to try on another styling.

Moreover, in this week, we have confirmed the design of our logo masthead design and also the corporate identity of our branding which includes the logo and tagline, colours, design elements and fonts. As for the merchandise design, we had revise for a better version after several attempts. We also did some mockups onto the our chosen items and products to have a better visual of the whole merchandise.

Next, we also discussed on one of the most useful marketing model, AIDA It is an advertising effect model that identifies the stages that consumer would goes through during the process of purchasing a product. (Hanlon, 2020) AIDA stands for Awareness, Interest, Desire and Action. We have learnt and decided to optimise our social media marketing strategy with this AIDA model. For awareness, we planned on using everyday ads with similar platform as our competitors that can be seen throughout Malaysia. Examples of the ads used will be Youtube Video Ads, Google Display Network and Digital Display Advertising. The content of the ads will be our festival's teaser and launching. Under interest, one of the way is by inviting famous and latest international artists as the lineup to perform for our music festival. Other than artist showcase, we will also be doing early bird awareness, collaboration with other company like Grab and Spotify, merchandise release, and launch of mobile application. As for Desire, we create some other experiences and activities besides the concert. There will be campsite for rental and installations for consumer to enjoy. We will also run a giveaway campaign to attract more consumers. Lastly, the action part, when consumers are hooked to the offerings, there will be a posting on countdown of tickets selling. It is a trick to urge the consumers to buy our festival tickets.

Weekly Progression :

Reference

Hanlon, 2020. The AIDA Model And How To Apply It In The Real World - Examples And Tips. [online] Smart Insights. Available at: <https://www.smartinsights.com/traffic-building-strategy/offer-and-message-development/aida-model/> [Accessed 7 October 2020].

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WEEK 6

In this week, we did some changes on our website, we tried testing out on another illustration style which is transforming the merchandise design into white outline. Then, reduce the opacity to make it like some tattoo effect since we have a tattoo customisation station too. It can have the merchandise design, yet at the same time remain seriousness of a website.

Website Layout ( Revise Version 2) :

Fig 22 Layout

Fig 23 Layout

Fig 24 Layout

Fig 25 Layout

Fig 26 Layout

Fig 27 Layout

Fig 28 Layout

Fig 29 Layout

After reviewing with lecturer this round, not much changes needed to be made. Only some slight changes like the hierarchy of every pages, like where we want the audience to focus on first when they view our pages. Next, the font for header. It is asked to make it more attractive so that it can catch consumer's attention when they first looked at it. Besides, a menu button is recommended on every pages to standardized them, at the same time, it helps the website to be more user-friendly for consumer when using our website.

Other than website, we started executing on the awareness part of AIDA. First, we create teasers for three different main social media to increase our brand awareness. For the teaser, we decided to make the effect of dandelion flying out while counting down. We also start sketching out on the storyboard of our launching video. Besides, we also designed a few DDA on launching post for instagram.

Teaser :

Fig 30 Teaser

However, this teaser looks abit like sanitary pad advertisement. Hence we decided to explore more to a more premiere version. Thus, we decided to use and edit some footages of dandelion for our teaser.

Weekly Progression :

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Week 7

After confirming with the website design, the following steps is to apply in on the site. After some research on the web resources, we found out that there are plenty of web platform available for us to use. Hence, we have decided to choose Wix as a guide for this assignment because it is quite fully functionable. However, there are a few challenges faced as Wix is not really that compatible to all devices. Hence, bigger screen might see things smaller and smaller screen might faced cropping problems. We did try our best to fix things as proper as we can and luckily some problems are solved and are ready to view on site.

Final Website on Wix :

Fig 31 Website

Fig 32 Website

Fig 33 Website

Fig 34 Website

Fig 35 Website

Fig 36 Website

Fig 37 Website

Fig 38 Website

Fig 39 Website

Fig 40 Website

Fig 41 Website

Link to Website

After done with the website, we moved on to mobile applications. Mobile apps has various advantages especially to businesses. Number of studies by Oracle and MobileSmith have proved that over 60% users prefer mobile apps over mobi-sites to purchase online. If you are dealing with products selling, then owning an application is far more beneficial than a responsive website. This is because mobile apps works faster. Mobile apps supports device feature like qr code scanning, camera, bar codes and NFC to use for payments, GPS to connect with maps and many more. (Knowarth Technologies, 2017)Thus, we think it is necessary to have a mobile application for your business, especially if your target audience are Millennials or Gen Z.

Mobile Application :

Fig 42 Mobile App

Fig 43 Mobile App

Fig 44 Mobile App

Fig 45 Mobile App

Fig 46 Mobile App

Fig 47 Mobile App

Fig 48 Mobile App

Fig 49 Mobile App

After reviewing on the mobile app, there are certain parts that needed to be taken care of. First of all, since it is on mobile, the screen will be pretty small. Hence the font size cannot be too small and the text have to be easily readable. This is to avoid consumer to keep zooming in to read the text when using the apps. Besides, it is best to have a menu bar at the bottom instead of using hamburger icon for apps. This is to ease the consumer in finding the navigation to each screens.

Next, we completed the whole series of DDA for the whole AIDA which includes Awareness, Interest, Desire and Action. The teaser had also been revised to a more premiere version. In addition, we also prepared our music event board as well as artist featured video. The purpose of event board is to let consumer see our concept idea, types of activities and how our music festival gonna look like while the artist video is to gain attention of consumers on their favourable local and international artist. Those who are interested in these artists will be attracted to join our music festival.

Weekly Progress :

Reference

Knowarth Technologies, 2017. 9 Advantages Of Mobile Apps Over Responsive Ecommerce Websites. [online] Available at: <https://medium.com/@KNOWARTH/9-advantages-of-mobile-apps-over-responsive-ecommerce-websites-6aed1e6db0d8> [Accessed 21 October 2020].

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Week 8

In this week, the apps have been revised based on comments and approved by lecturer.

Final Mobile Application :

Fig 50 Mobile App

Fig 51 Mobile App

Fig 52 Mobile App

Fig 53 Mobile App

Fig 54 Mobile App

Fig 55 Mobile App

After done with all the website and mobile applications, the launching video was taken over to revise. The previous launching video is lack of music festival feels. The cutting and editing of the footages are not perform at our best. Besides, we did not include super in between the footages to justify different scenes. This may cause confusion to consumer who watches our video.

Launching Video :

Next, the caption for DDA is also done by this week. The designs for DDA has some changes as well. It is now more colourful instead of dark tone. This is to catch consumer's eyes when they scroll through their social media. Captions are important because a great one will stop a scroller in their tracks — and the longer someone spends reading on your caption and engaging with your post, the better your post will rank with the Instagram algorithm! Besides, captions are a powerful tool that can be used to encourage likes, comments, and even visits to your website. (Warren, 2019) Hence, we need to pay in for effort to come out with a good caption for each DDA.

In addition, a new version of revised concept board has been completed. The artist video has also been revised to a better version including our logo, location and link to our website. This is to allow consumer to find us easily. Meta Tags have been one of the most basic elements of SEO. There are three important parts of Meta tags which is the title, descriptions and keywords. Meta tags are pieces of information you use to tell the search engines and those viewing your site more about your page and the information it contains. Meta tags are important because they impact how your site appears and how many people will be inclined to click through to your website.

Weekly Progress :

Reference
Warren, 2019. The Ultimate Guide To Writing Good Instagram Captions. [online] Later Blog. Available at: <https://later.com/blog/the-ultimate-guide-to-writing-good-instagram-captions/#:~:text=A%20great%20Instagram%20caption%20will,rank%20with%20the%20Instagram%20algorithm!&text=Captions%20are%20a%20powerful%20tool,even%20visits%20to%20your%20website.> [Accessed 28 October 2020].

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Week 9

Here comes the last round of our discussion and revision with lecturer. Not much changes left to be made, only some minor one. After reviewing on the previous work progress, we revise a little more on the DDA and make it into GIF instead of static post. Besides, we created GDN to advertise our launch and also event posters and bunting.

GDN :