Branding Example

The Unity Group

Final Project Fitzgerald Publishing Entertainment Directory Web Site

Matthew Pahls 8/9/2010 {brining people and product together}

Matthew O. Pahls: Final Project August 9, 2010

Matthew Pahls Online Branding As Observed On Jun 26, 2010

Fitzgerald Publishing

Fitzgerald Publishing recently has contracted our research group to investigate and develop an interface for their entertainment database. The web presence would primarily be directed towards the Great Lakes region, and only focus on clubs, concert venues, theaters, and restaurants. The client states that their niche in the market will be their focus on expert reviews. The Unity group has been charged with the delivery of a rich user experience that will take in full account of Fitzgerald Publishing, and their operational brand. The Unity Group has notified Fitzgerald Publishing that their brand will need to adapt to the new web presence

Three Site Names: The names chosen will allow the brand to grow past the initial four styles of venues that the system currently encompasses.

destinationknown.com pinpoint-entertainment.com decisive-entertainment.com

Be mindful that the scope of the venues can continue to grow, but it is very important that this growth doesn’t get out of control. Losing sight of the original directive for the entertainment directory can impact the brand negatively. NOTE: Along with the zip code search there will be DNS entries for each of our participating locations. Each location will be accessible through proper URI naming mechanisms.

Subject of Study

Customer Need

Domain Information



Examples: cleveland.destinationknown.com destinationknown.com/Cleveland

Three Tag lines

Entertainment Defined The Entertainment Destination. Answering your entertainment what-ifs

Soul:

Properly informing the consumer about local entertainment o The information will allow the consumer to make better decisions and in-

turn enjoy the experience much more.

Personality: Knowledgeable, Informative, Intuitive, Comprehensive, Well Organized, Trendy These human like attributes allow people to quickly identify themselves with the

brand.

Brand Attributes: Accurate, Detail Oriented, Well Established, Professional These attributes exemplify the brands core values and bestow a level of

creditability.

Promise: The best night out in your local area. A memorable night out Information is delivered by expert reviewers and comments are up to you the

consumer.

Brand Construct



Voice: Very professional trendy persona. This persona will be used throughout the brand’s

web presence. The persona must encompass both the personality and the brand’s attributes. This will give the constituents a level to identify themselves with and bring creditability to the brand. Couple the persona with an extremely detailed and organized informational hierarchy the web presence will surely be a reliable source of information.

Position:

The Brand is focused on informing the consumer of their entertainment choices in an intuitive yet powerful way.

The power of the web presence will rely on how feature rich the environment will be, and how intuitive these features are to the consumer

The constituent becomes more than a consumer and participates in the brand by reviewing and commenting on their entertainment experience.

Name System: Naming the site is honestly the most important marketing decision that Fitzgerald

Publishing and the Unity Group is tasked with. General naming conventions are not recommended, and traditionally brands have

used proper nouns for their names. Some of the best known brands in the world are proper nouns not generic names. Getting a prospect to remember the brands name is half the battle; the name is what will stick.

When there is a physical medium involved there are many clues that a consumer has to aid in the decision making process. On the web that is no longer the case, and the brand in many cases relies on the brands name.

The naming system will be delivered the same throughout all the web interfaces. Destination Known (destinationknown.com) was conceived around the basis that the end user ultimately wants one question answered. “What are we going to do?” The domain name simply answers that question for the consumer.

The naming system is vital while the brand evolves. The naming convention will be used until the brand has matured enough to be identified solely on its visual identity.

Brand Composition



Visual Identity: A journey must have a destination so the visual identity will consist of a bulls-eye

offset (giving it a 3D feel) with an arrow sticking out of it. Since the visual element is rather simple in stature people will easily identify with it. Since the brand is not well established the naming element “Destination Known” will accompany the visual queue throughout most of the web presence. The only time the two will not be used in conjunction is when physical constraints would cause the visual element to become cramped

o Example: mobile phone icon

Reason to Believe:

Delivering the consumer the right information is the first element that will bestow trust. The review system is how the customer will become and everlasting part of the application’s presence. Couple both of those elements into the usable environment and the constituents will have a meaningful web based application.

Fitzgerald Publishing needs to guarantee the accuracy of the information presented in the web presence. Having accurate data is paramount in creating, maintaining successful associations with the institutions that are represented by the brand.

Organizational Associations:

Affiliate Program: Anyone with a website and a passion for entertainment in the local area can become an affiliate with Fitzgerald Publishing. Filling out a simple online registration form will allow the affiliate to couple with a very robust API that makes extending the functionality provided by the entertainment directory intuitive.

Facebook, Twitter, and Blogging: These externally facing elements bring life to the Entertainment Directory and allow the brand to extend past the Fitzgerald Publishing’s domain space. Bringing a social element to the table needs to have proper planning and implementation in order for it to be a success. If done properly this social media outlet will bring users inward to the directory and allow the brand to extend its reach to new levels.

There will be a partnership with a local news broadcast where the expert for a given area will present the viewers with a selected venue. This featured venue will bring life to the presence, and creditability / personality to the person involved in the reviews.



Typical Listing Business Name

Each organization will need to be easily distinguished when they are provided to the consumer in list format the name of the company will be the primary means of identification in that situation.

Contact Name

Here the business will present the user with a viable source to contact an actual person.

Address/Phone/Fax

These elements will be used in either location, or communication facets. Email and Web Site (when available)

These elements allow the user to jump from the web presence into their selected venue. These user movements will be accomplished by a new window. This way the user still can easily return to the entertainment directory.

1-3 Photos

These photos will give the user a visual sense of what the venue is offering. Initial Review or story

Here an expert gives the venue a proper review and presents their finding. Food Served: yes/no Food Type

The venue can generate a list of all food, and beverage options available to the consumer.

Venue Example



Additional Elements

Number of Theaters

Which is playing what movie & time, number of seats left Current discounts

IE military discounts, matinee prices etc... Sweepstakes

Rules and regulations Public web cameras (yes / no)

For users that want to see the venue in real time. Online ticket purchase (yes / no) One-click ticket purchase available through affiliate program (yes / no)

By setting up an online wallet the consumer has the ability to purchase tickets if the venue is a paying affiliate that has taken advantage of this functionality.

Virtual Ticket Service (yes / no)

This service allows users with smart phones to have their online purchase scanned upon arrival instead of having a physical ticket present.

Valet Service (yes / no)

For our users that have physical ailments this service will be free of change This service will be a nominal fee for any other constituent.

Affiliate (yes / no)

The venue has the ability to participate in the affiliate program. This program allows the business to integrate into the rich environment created by Fitzgerald Publishing.

3D (yes / no)

Does the venue offer 3D screen options for their cinematic displays? iMAX (yes / no)

Does the venue offer iMAX for their cinematic displays Direction to the location (provided via Map Quest)

These can be sent to a phone, email, GPS, or even to your vehicles On-Star with ease.



Original Feature: Mapping / GPS element

Through a partnership with Map Quest and their mobile application Fitzgerald Publishing has acquired direct programmatic access and can leverage the power of Map Quest from within the brand. The feature allows the user to not only plan out their experience, but literally map the trip and deliver it in a multitude of formats (phone, email, GPS On-Star). Taking frustration out of finding the location and allowing everyone to simply enjoy the experience.

Having any feature that relieves any burden off the patron can and does have a profound impact on the brand. Elements like these build brand acumen and deliver on many of the brand’s promises.

Original Feature: Virtual Check-in / Ticket Purchase

The any member listed in the entertainment directory has the ability to take advantage of this free service. The entertainment venue must have the ability to take information over web transmission and be able to process the transaction. This service can range from setting up a reservation to actually purchasing tickets to an event.

Fitzgerald Publishing has a predefined set of transaction styles that the partnering system must accommodate to in order to take advantage of this feature. Before this feature is enabled the engineering staff at Fitzgerald Publishing must adequately test the service for proper functionality. Failure to meet these requirements and/or abuse this partnership is punishable by law.

Enhanced User Experience



Content Usage Guidelines for 3rd Party Sites | Information Product Concept

The 3rd party in question must fill out, and be approved API level access to the entertainment directory.

The data presented to the 3rd party site must not be altered in any fashion or the association will be terminated and the 3rd party site will be prosecuted based on the terms set forth by the partnership agreement.

There are two levels of API access o Free membership

This limited functionality gives the 3rd party access to many of the informational elements at an XML / RSS level. There are no high level elements provided by the API with this membership. The information is guaranteed accurate, but there is no service level agreement with this association.

o The only information provided at this level is exclusively the editorial reviews. There will be no customer feedback provided at this level.

o Paid membership This level of membership the 3rd party site is given all the benefits of

the free membership and an addition to the following 24hr 365 day support on the API Access to all the information within the entertainment directory. Access to the web based widget gallery. This gallery allows a 3rd

party site to simply select the information they need and copy and paste HTML that can be embedded into their site. This information is updated on the fly with no intervention on their part.

Rich Media Element: A mobile experience

The standard web presence will be built and optimized for a magnitude of mobile web browsers. Based on the size of some mobile screens some functionality may be excluded from the user. The overall experience will still warrant the users’ expectations to locate and be entertained.

For our smart phone consumers there will be a mobile application available for download on an array of platforms (Apple Store / Google Marketplace / Blackberry Store). Each application style will be highly tuned to the platform in which it was developed. These mobile applications will possess a truly unique experience the user can only find by obtaining these applications.

Piggybacking off the mobile application our consumers using Android (Google’s mobile platform) will have the ability to download theme libraries that also possess a wide array of widget galleries that bring the power of Destination Known and Google together.



Interactivity Brands with an online presence live and die by their level of interactivity. Giving the

consumer a way to interact with the brand through various levels of manipulation gives the perception that they become part of the brand.

Since Fitzgerald Publishing is rooted in a print form of medium they will have to step outside their comfort zone of that realm because what works for one medium in some cases will not work for others.

o Case-in-point: The entertainment directory’s database has a much normalized format in its schema’s structure. If the presentation level had been taken into consideration from the start the underlying structure would have been optimized for quick, reliable, and transactional layers of interaction.

The directory’s interactions need to be able to accurately predict behavior overtime and be able to suggest to the user an experience. Not true artificial intelligence but giving the user that sense of personalization will deliver many of the brands promises.

Branding Example

Education

Transcript of Branding Example