Final Presentation

Introducing Frog Voyage…

The idea behind Frog Voyage was a website that would encourage kids between the ages of 8-12 years old to learn about other languages and cultures. The best way they could that at the moment is by using a combination of Instagram, Google Wikipedia, Yummly, Facebook and YouTube. These services and content can portray a country in a certain way that follows the ideas of the content developer. This can mean the kids will sometimes read bias information, which is not ideal. Frog Voyage was initially concieved to fill this void.

When the original idea was concieved there was many different aspects to it that meant there was a lot of confusion about what the future held, this brainstorm is available to see here;

Ever since I started the project people have always asked why I chose frogs as the character, the idea is that frogs are one of the only animals that exist in every since country worldwide. It also allowed the user to have a distinct connection with nature, the benifits of which are listed below.

The next part was to overanalyse every section of what my subject was meant to be. This meant the sections below were all researched and acted upon within my subject. This development has been documented on my blog throughout the year.

You can see below how my brainstorm was higely reduced after such a large ammount of research.

I was able to use this research to not only create this brainstorm but also, effieciently create a large user journey as it is here I was able develop the site map and recognise the steps required to partake in any given activity on the website.

This meant in my designs I was able to create a working model of how the user would experience a country and the different functions. All that would be required after this is a content management system, which would allow me to add the next 20 countries required to finish the design.

There are 5 frogs, with 15 different colours meaning 75 colour variations.

I managed to ask someone from my target audience for feedback about my project, these are the comments that she gave me.

Finally once the design was completed and i’d got feedback on my designs, I was able to approach some web design agencies that offer investments in startups, with one of the prominent ones being Work & Co..

This company had made products for some very large companies and therefore I was quite interested by them

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Marketing Strategy

Online Marketing

There are many ways to market online, but from my research I found that the best methods are using the mainstream services that people use everyday, as this also allows me to track their success a lot easier. The three stand out ways from my research would be to use YouTube video ads at the beginning of the video for people in the area of Yorkshire, Facebook advertising and iAds on the iPhone which targets mobile users. in the area

Offline Marketing

It is vital to remember that once this marketing has been produced and published, I would need to analyze the effects it has had on the sales on the website. Obviously within the analytics tracking on the website, I would be able to see where the users are coming from, so if it is from a form of my online marketing I woulds have no trouble being able to determine that. The problem arises in the fact I also have offline marketing set up, so the best way to track the offline sales is to ask the user how thy heard about the exhibition when they are purchasing the tickets.

The timing of the marketing is specific to target the audience at the right time. You can see the breakdown below;

The website should be prepared 5 months before the exhibition is due to go live, this means by the time the 3 months benchmark comes around, the site should be at the top of google for the relevant museum. Bookmarks and lighters are shown here;

should be used to get people talking, they are two items that would distribute themselves in the community and gain free marketing. The next stages would be the facebook advertising, newspaper ads and billboards because they take effect as of immediately. You can see examples of these here;

Apple iAds on the iPhone are a great way to reach the user in an interactive manner, you can see this below;

which are shown on the device like so;

The style of the tickets are very important, based on an authentic look of real money, they give an impression of luxury and sell the experience overall;

Facebook marketing campaign

Facebook marketing is a key part of my online marketing scheme, it allows me to target a wide range of my audience very easily based on their location. Firstly I started by creating a Facebook page where potential visitors could get an idea of scale and quality of the exhibition by being able to see how many people like it, their comments on the posts in the museum and also the pictures posted on the Facebook wall giving a deeper insight int what is going on in the museum exhibition.

Next I started a Facebook advertisement campaign to target people within a 10 mile radius of the museum from my target audience, this means that the advert would be see by about 140,000 potential visitors. An internal study of Facebook advertisers found that over 90% of people viewed ads and shopped in the store did not click on the ads, this means that Facebook advertisements act more like digital billboards to create awareness of a brand or event.

The success of a Facebook advert, as previously mentioned isn’t entered based on clicks but obviously clicks do also drive sales, so I have researched what the click through rate is in comparison to the cost per click. The average click through rate for an event is 0.028%, but out of a total of 140,000 visitors that converts to a total of 3,920 of users clicking through on the advertisement. While this isn’t a compiletely impressive conversion rate, it is worth noting that other users will purchase tickets without clicking on the advert as aforementioned.

References;

https://www.facebook.com/business/a/expert-tips-conversion-tracking

Understanding dynamic content

Dynamic content is what I am going to use for my thematic online photo gallery. It basically means a website that regular updates it’s content, there are many examples of this on the web. Since dynamic content can include text, images, sound and video I can show examples of each different version.

It has been used here by YouTube to create a personal experience of videos that you may be interested in based upon history and likes;

It is also used to produce results to a user specified search term such as “uptown funk bruno mars”;

It is also used by social media platforms to create a personalised experience with tailored content. You can see examples of this here;

References;
http://www.webopedia.com/TERM/D/dynamic_content.html
http://www.pardot.com/marketing-automation/dynamic-content-marketings-secret-weapon/
http://help.exacttarget.com/en/documentation/exacttarget/content/dynamic_content/