Revisu

Revision

Redesigned

Drunk

Elephant

Revisu is a user-friendly communication platform dedicated to improving design collaboration. Revisu has received funding from the Portland Incubator Experiment to develop a product that revolutionizes the design revision process. Revisu has the potential to become the best online revision tool for designers, and differentiates itself from similar products in its point-and-click commentary interface and ability to access a design without the original design software. Once the members of our target audience see how Revisu can simplify their work process, it will become the natural choice for design revision.

The genuine nature of the Revisu brand paired with its revolutionary approach to revision pro-vides many opportunities for the company to take advantage of.

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Table of Contents

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ANALYSIS THE AUDIENCE MEET REYNA

RECOMMENDATIONS PRINT MOBILE INTERNET

VIDEOCONVENTIONS MEDIA SCHEDULE MEDIA BUDGET

CONCLUSION

CREATIVE BRIEF

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Analysis

03 SW

engaged

P.I.E. credibility groundswell (organic interest)

solid tone (youthful personality)

people are so interested, they want to pay for more features

free (for small teams)

well-reviewed, well-received

other free file-sharing programsupload speeds

small budget

doesn’t support in-document revisions

startup

performance bugs

not mobile, no native app

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OT

social media

digital groundswell

youth, interest/engagement

Twitter/blog connectivity

all PDF/word documentcompatibility

freelancers

file-sharing competition

small budget

performance dissatisfaction

potential illegal file sharing

conventional reivision/communication methods

Audience

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The primary target for Revisu is Freelancers (designers, photographers, illustrators etc.)

Women dominate the freelance world at an overwhelming 60%.

Gen-X dominates the freelance market at 42%. Milennials are 26%, Baby Boomers are 31%.

The majority of freelancers live n North American Cities and clock in an average of 39 hours per week.

Revisu is currently working with a global range of clients – the internet allows cross-cultural com-munication.

Payment scales vary – a freelancer just starting out may only charge $20.00 per hour, while someone with more experience could charge upwards of $300.00 per hour.

Average salary for freelance designers range from approximately $25,000-$75,000 annually.

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Even better:

Freelancers will also provide the opportunity for Revisu to reach many other audiences, such as their clients, prominent people in the design and technology industry & other freelancers.

Personality traits of freelancers:

Egotistical, proud, expert, trustworthy, dedicated, quirky, thick skinned, persuasive, convincing, bold, intimidating, open to new opportunities, collaborative, comfortable with change and risk, passionate, creative, driven, self assured, energetic and knowledgeable. They take their work seriously but ap-proach life with an eye for inspiration and fun.

Psychographics:One of the greatest benefits designers see in freelance work is independence. They are attracted to the freedom of hours and pay, and only approximately 8% said they would consider working for an agency again. However, this autonomy requires that freelancers be self-motivated to work much harder than their agency counterparts. Since they are independent contractors, they must constantly be on the lookout for new work opportunities, constantly increase and hone their skillset, and remain obsessively up-to-date on current events and culture. In effect, they are the face of their own compa-ny, and therefore cannot afford to be dismissive or rude to their clients, at the risk of losing business. In the same vein, they must constantly be curating and cultivating their client and contact lists, and maintain good relationships with everyone on them. Their workload and income fluctuate throughout

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Generation X 42%

Baby boomers 31%

Milennials 26%

40% 60%

$North America-39 hours per week.

South America-49 hours per week.

25,00-$75,000 annually, depending on experience.

Reyna embodies the enthusiasm and down-to-earth friendliness of the Revisu brand. She is curious, smart, genuine – and just a little bit stubborn.Reyna lives in Seattle, where her bike is her main form of transportation. She shops at farmers markets and quality clothing boutiques, where she buys her slightly oversized sweatshirts (which hang ever so perfectly from her shoulder,) flannels, colored denim and moccasins. She takes pride in her individuality, and is always on the search for talented but unknown music artists. In keeping with her passion for well-made items,Reyna is obsessed with keeping up-to-date with the newest apps and technology, and is never seen without her iPhone in hand. Although she doesn’t particularly like following trends, she will be the first to acknowledge a quality product, and is currently riding the Instagram, Evernote and Pinterest waves. She graduated from the University of Washington with a degree in Communications and a minor in Graphic Design in 2001.

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Reyna began her design career at an in-house design team for a small, Seattle-based coffee company, but was frustrated by the lack of creative freedom she encountered there. This prompted her to start attending freelancer conventions and participate in design forums to learn more about the freelancing business. She ventured out on her own when she was 27 and hasn’t looked back. Her biggest frustra-tion in working with clients is a lack of clear communication surrounding the design. It’s difficult for her to work with clients who aren’t based in the Seattle area because of the communication breakdown. For Reyna, the biggest perk of freelancing is being her own boss. She relishes freedom, and loves making her own hours and being able to do what she wants when she wants.

Meet Reyna

Creative BriefObjective: To establish Revisu as the natural choice for freelance design collaboration.

Single Most Important Thought:

Revisu allows point-and-click commentary, access without design software and provides one location for all conversation surrounding the design.

Competition: Dropbox, Googledocs, Cisco Webex, Basecamp, Adobe Creative Cloud

Problems: Not emphasizing current strenghts Lack of brand identity Feeling premature pressure to add more features.

Desired thought: Revisu is the natural choice for design reviews. Freelancers will use Revisu when working with clients and recommend it as the premier platform.

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Single Most Important Thought:

Revisu allows point-and-click commentary, access without design software and provides one location for all conversation surrounding the design.

Competition: Dropbox, Googledocs, Cisco Webex, Basecamp, Adobe Creative Cloud

Desired thought: Revisu is the natural choice for design reviews. Freelancers will use Revisu when working with clients and recommend it as the premier platform.

Once these issues are addressed, we will be able to show freelancers how switching to Revisu will increase productivity and help them to use their time in a more meaningful and manageable way.

Although freelancers are always on the lookout for ways to improve their work process, they are also very critical of the many “improvements” that permeate the tech world, and use discernment when encounter-ing new products. Therefore, it will be important for the advertising to clearly and eloquently show how Revisu can drastically change the way they do business surrounding design. The advertising must also position Revisu as a tech company that understands the design world and the goals and frustrations of industry freelancers.

We will reach our target audience on platforms that they are already frequently using or visiting, such as de-isgn conventions, trade magazines/websites and design forums. The goal for the advertising will be to create organic conversation around the Revisu brand.

Issues Revisu must resolve before taking on an advertising campaign:

- Ensure Revisu is compatible with any type of PDF and word documents of any length

- Create both a native mobile app and a mobile site

- Increase uploading speed

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Recommendations

PrintHow:

We will strategically place print advertisements near locations where freelancers and designers are likely to be and/or travel to. We will also place print advertisements in trade magazines.

Why

Freelancers are constantly on the move. Whether they are heading to a conference across the country, meeting with a client, or sitting in a coffee shop working on their next project, we will have Revisu adver tisements within eyesight.

1 1

How:

We will strategically place print advertisements near locations where freelancers and designers are likely to be and/or travel to. We will also place print advertisements in trade magazines.

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Re:Re:Re:Re:Re:Re:Re: Flower girl,version 8

johnson@wk.com

gleasman@gmail.com

Revisu

Hey Will,

It’s starting to look better, but it still needs some work. She still needs more color in her hair, particularly in thecenter of the design. I would also really like to see some flowers in around her neck, which I thought we talked about already. I don’t want them all over, but would like enough for them to be known. I would also like a few of them to have some color, maybe a yellow or an organge..Lets see how it looks with those adjustments, then we’ll talk some more.

Thanks again,

Tom

From: gleasman@gmail.com”To: johnson@wk.comSent: Friday, 25 May, 2012 9:30:28 WPT +00:00Subject: Re: Re: Re: Re:Fwd: Flower girl, version 8

Hey Tom,

Here is the new version of the design. I changed her eye makeup like you asked, and lightened up her hair color as well.

later,

Will

From: johnson@wk.com”To: “gleasman@gmail.com“Sent: Thursday, 24 May, 4:50:09 WPTSubject: Re:Re:Re:Re:Fwd: Flower girl version 8

I think her expression would really pop if she had some different eye makeup. The one she currently has is not working for me. I would prefer something that flowed a bit more, similar to her hair. Also, I’d like to see some flowers.

I was also wondering if I could get the contact information on the that photographer you said you knew. I would really like to get ahold of him.

talk soon,

Tom

From: “gleasman@gmail.com”To: “johnson@wk.com”Sent: Thursday, 24 May, 10:20:12 WPT

From: “johson@wk.com”To: ”gleasman@gmail.com”Sent: Friday, 25 May, 2012 12:25:33 WPT +00:00Subject: Re:Re:Re:Re:Re:Fwd: Flower girl, version 8

Let’s put more color in her hair here.

I would love to see some more flowers around her neck.

I’m loving the eye makeup, but let’s make it a bit brighter.

Flower girl _jpg Share

Revisu

Revisu Revision Redesigned

MobileHow:

We will partner with Urban Airship to create a native mobile app and website, as well as hire them during conventions to actively push notifications.

Why:

Freelancers are always on the go and plugged into technology. by having a Revisu mobile app, freelancers can view client discussions of their designs anywhere and ay anytime. Attendants at conventions where Revisu has a presence will receive the push notifications, encouraging them to visit the Revisu booth and lean more about the product.

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What’s wrong with this design?

Click and comment!

Revision RedesignedRevisu

: Our target audience spends a significant amount of time online and on social media chan- nels. By participating in these channels we will both humanize Revisu and engage our target audience in comfortable and organic conversations that will strengthen the Revisu brand.

InternetThe personal, conversational tone of Revisu can be a great strength across social media platforms. Cliff has already used such platforms to create organic conversation around the product, and should continue doing so, especially in the weeks leading up to conventions where Revisu will have a presence. Creating a visible conversation before conventions will put Revisu at the forefront of our audience’s mind, which we can capitalize on when they are in attendance at the conventions. Cliff can start these conversations by engaging with bloggers and other twitter and Facebook users.

14Revisu

What would you change about this design?

Revision Redesigned

Click and comment!

How

Why

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HowRevisu will have a booth at design and Web experience conferences tar-geted towards creative freelancers and designers. By purchasing sponsor-ship packages and tickets, we will increase Revisu’s visibility, and will be able to show that Cliff and Brad are the passionate, engaged and commit-ted creative forces behind the product.

WhyFreelancers are always on the lookout for the newest software and tech-nology to help increase the productivity of their work process. Therefore, these conferences provide the perfect platform to showcase Revisu, as the audience in attendance are looking for exactly what Revisu has to offer.

Conventions

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Revision Redesigned

RevisuI love this addition!

Can we make this brighter?

What would you change about this picture?

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How We will use Google Adwords to place video advertisements on YouTube. When potential viewers search for design-based videos, Google and YouTube will selectively place the advertisements before videos that match the target audience (ie. Design tutorials, trade-show videos, etc.,).

Why YouTube has become a source for learning as well as a source for entertainment. Our target audience spends the majority of their working hours on their computers and on their mobile devices. They are very likely to use YouTube and Google search to learn how to use new design software and keep up to date on current technology.

Video

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1. The commercial begins in an office space, where the freelancer’s client picks up an ipad, and clicks on the Revisu app to view their design.

2. The app opens to the freelancer’s work. The client clicks on a specific point on the design.

3. The screen zooms in to where the client clicked, and we see their comment being written directly on the design.

4. Once they have completed this, the client turns off the ipad, and sets it down on the table.

Storyboard

5. The setting switches to a coffee shop where the freelancer is working. They receive a notification on their phone, informing them that they have a new comment on their Revisu account.

6. They pull their laptop up towards them, opening it up to their design. Within seconds, they have made the appropriate changes. They pull up Revisu and within seconds upload their design to the

7.. Fades to logo and slogan, Revisu: Revision Redesigned.

Media Schedule

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January

February

March

April

May

June

July

August

September

October

November

December

Social MediaConventions PrintMobile

Media Budget

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Mobile

App building, in-app advertising, push notifications, and location-sensitive advertsing (Partnership with Ur-ban Airship, monthly cost of $199 over six-month period)…….................................................$1,194.00

InternetBlogger promotions (giveaways & promotional codes)…………………………………………...$0.00

Paid ad space in design forums and freelancing websites……………………………………….$700.00

Facebook CPM (for buzz surrounding convention presence) …………………......……...........$50.00/day

Sponsored Tweets ((for buzz surrounding convention presence)………………………............$7.00/day

ConventionsCost of attending/sponsorship HOW Creative Conference …......................................................................................$595.00 Chicago Startup Weekend ….. ....................................................................................$500.00 WebVisions Portland……………..................................................................................$395.00

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PrintTrade publications (full spread)…………………………………............................................…$500.00Trade publications (small, column-sized ad)………………................................................….$175.00

Posters Printing fees………………………….............................................................................$10.00-$150.00

Note ** Labor fees of putting up posters, design (in-house or commissioned) estimated at $500.00

Cost of booth/opportunity to hand out promotional materials/poster space HOW Creative Conference……...................................................................................$200.00 Chicago Startup Weekend……....................................................................................$100.00 WebVisions Portland………….................................................................................….$200.00 Note** Cost of plane tickets, opportunity costs of being away from the office, labor costs of talking with people at the conventions…estimatated at $3,000.00

VideoCreation of video…................................................................................................................$300.00Placing the video on YouTube and optimizing with Google AdWords…................................$0.00Viewing budget: …………......................................................................................................$200.00

Evaulations

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There are a variety of ways to measure the effectiveness of our creative executions. Although we cannot establish causality, we can look at the correlation between the number of people that sign up for Revisu and the number of click-thrus on our web-banner ads. We can also compare the number of people who play with the interactive experience at conventions and the number of resulting Revisu sign-ups. We will be able to directly track the effectiveness of our video advertisements on YouTube by looking at the number of views that TrueView tracks. To measure the effectiveness of the mobile app and the mobile website, we will track the number of people that are downloading the application as well as the number of people that are access-ing the site from their mobile device on a regular basis. We can use programs such as Twitalyzer and Klout to gauge Revisu’s effectiveness on Twitter and their engagement with their followers.

When placing print advertisements in trade publications, there are reader response cards inside of the mag-azines to gauge reader interest in the ads. Because we are going to be placing print ads in various trade magazines relating to design and technology, we will be able to get a report from the publications on the effectiveness of the ads. We recommend measurement of every creative execution at least once per month to gauge the progress of the campaign and monitor fluctuations in involvement with Revisu.

Resources

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Articles/Blog Posts: Gleason, Renny. “Slice of PIE: #Revisu’s Brush with the Internet Famous.” Ouroboros. Word-press, 10 Dec. 2011.// Knight, Jack. “12 Breeds of Clients and How to Work with Them.” Freelance Switch. The Lighter Side, 13 Apr. 2007. // Mitchell, Jon. “No More Attachments: Edit Team Documents With Revisu.” Read-WriteWeb. 4 Apr. 2012. // Nickerson, Linda Ann. “How to Measure the Impact of Magazine Advertising Campaigns.” Helium. Helium, 06 June 2007. // Infographics: Hockenson, Lauren, and Voakes Greg. “The Pitfalls of Freelancing” (INFOGRAPHIC). Mashable. 04 Mar. 2012. // O’Dell, Jolie. “What’s the Appeal of Freelancing?” (INFOGRAPHIC). Mashable. 14 July 2011. // Silveria, Carolyn. “Getting Stiffed.” (INFOGRAPHIC) Freelancers Union. 15 Mar. 2012. // Young, Carrie. “Freelance at a Glance (INFOGRAPHIC).” Socialcast. VMware. // Conventions: Chicago Startup Weekend 2012 (Convention) // HOW Design Live 2012 (Convention) // WebVisions 2012 Portland (Conference) // Freelancer forums: TalkFreelance // DesignCrowd // Websites: YouTube Advertising (Regulations) // Freelancer-sUnion.org // Surveys: 2010 Global Freelancer’s Survey // Elancer Talent Report Survey 2010 // Rockable Free-lance Confidential Survey 2010 //

Lindsay Halliday, Art Director

Rachel Koppes, Account Planner

Sarah Swift, Media Planner

Shawna Widmer, Account Manager

Justin Han, Copywriter