THE COLOR RUN - Kalninaliene.kalnina.dk/wp-content/uploads/The-Color-Run.pdfanalysis (SWOT ,...
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THE COLOR RUN PROMOTIONAL CAMPAIGN URL: ha-webdesigner.com/wordpress/
Transcript of THE COLOR RUN - Kalninaliene.kalnina.dk/wp-content/uploads/The-Color-Run.pdfanalysis (SWOT ,...
THECOLORRUNPROMOTIONAL CAMPAIGN URL: ha-webdesigner.com/wordpress/
PROMOTIONAL CAMPAIGNFOR THE COLOR RUNURL: ha-webdesigner.com/wordpress/
SchoolCopenhagen Business Academy
ClassMultimedia design &
Communications; 4th semester
SupervisorMorten Rold
Liene KalninaE-mail: [email protected]
Portfolio: liene.kalnina.dk
Hina AhmedE-mail: [email protected]
Portfolio: ha-webdesigner.com
Giedre BucyteE-mail: [email protected]
Portfolio: giedre.dk
Date04.06.2014
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The concept of The Color Run was both unique and attractive for us. It came to us through word of mouth and lead us to do our final project about this event.
All the decisions taken in this project are based on our research, own surveys and testing on the Color Run event, their website and promotion.
We are planning to participate in this event on 15th June 2014 and we will share our ex-perience with you.
Happy reading!
FOREWORD
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TABLE OFCONTENTS
INTRODUCTIONProject description ...............................................6About the color run ..............................................6Company selection...............................................7Problem description..............................................8Problem formulation .............................................9Delimitations....................................................... 9Theory and method............................................. 10Subconclusion of introduction chapter.................11
ANALYSIS Swot analysis......................................................13Stakeholder analysis.......................................... 14Risk analysis.......................................................15The 4 p’s of marketing....................................16-17Aida model...........................................................18Subconclusion of analysis chapter......................19
TESTING AND SURVEYSUsability testing....................................................21User test...............................................................22Expert evaluation.................................................23Survey..................................................................24Subconclusion of testing and surveys chapter....................................................25
COMMUNICATION Target group analysis.....................................27-28Buyer behaviour.............................................29-30Communication plan............................................31Lasswell’s communication model........................32Implementation plan........................................33-51Subconclusion of communication chapter...........52
DESIGN DOCUMENTATION Information design...........................................54Interaction design............................................55Presentation design.........................................56Sketching, wireframing and mockups.........57-62Mood board......................................................63Colors...............................................................64Fonts................................................................65Brand personality........................................66-68Graphics...........................................................69Images.............................................................70Gestalt laws................................................71-72Subconclusion of designdocumentation chapter.....................................73
INTERACTION DEVELOPMENTNavigation diagram..........................................75CMS-wordpress..........................................76-77Pros and cons of using wordpress..................78Code snippets.................................................79Subconclusion of interaction development chapter.......................................80
CONCLUSION AND REFLECTIONConclusion.......................................................82
Reflection....................................................83-84
APPENDIXReferences...................................................... 86Project planning...........................................88-90Survey results..............................................91-95User test questions and answers................96-98Poster sketches.........................................99-101Merchandising stuff sketches..................102-104Budget plan...................................................105
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INTRODUCTIONIn this chapter you will get a short introduc-tion of the project and the problem formula-tion. You can read our justification about the company choice and idea behind it and how we are going to execute the project.
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1. INTRODUCTION
PROJECT DESCRIPTIONThis project is about creating awareness about a global event - The Color Run, whose main purpose is to bring the community to-gether by promoting healthy and happy life-style.
ABOUTTHE COLOR RUNThe Color Run event resembles to an Indian religious festival “Holi”1, which is also called festival of love or festival of colors. It is a very popular festival and recently it has spread not only in Asia but also in some parts of Eu-rope and North America.
Color Run is an event where people gath-ers for a 5 kilometer run and have fun at the same time. There are no winners and no prizes for this event, but there are only two rules as you start with white clothes and end up with lots of colors all over. This race is organized to encourage people to socialize and have fun together with others.
The Color Run is partnered with local or global charity organizations and one of the global charity partners is globalcitizen.org.
1. http://en.wikipedia.org/wiki/Holi 6
We choose this project as it looks very excit-ing, interesting and challenging at the same time, where the company combines fun with a sport activity. Moreover The Color Run has a big potential to become one of the largest event all over the world. They don’t have any limitations, everyone can participate1.
The Color Run supports healthy and happy lifestyle that is also relevant to our lifestyle. As we are a part of the target group, we can be more empathic about the concept and bring fresh ideas on how to improve.
Through this project, we can show them how to create awareness about the run and pro-mote it in both online and offline media.
1. http://thecolorrun.com/about/
COMPANY SELECTION
1. INTRODUCTION
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By doing research and testing on the event and their website, we found various prob-lems which can be a hurdle in promoting the event.
The Color Run started in 2012 Pheonix Ar-izona, then it spread in over 50 Northern American cities with 600.000 participants. After this success, they expanded over 200 cities in different continents1. Although it is a very popular event in US, they have lack of awareness in Europe.
Our research show that people in Denmark haven’t heard about the event (see survey results on page !!). There is no promotion in offline media. The online promotion is done by the website and the Facebook page.
1. http://en.wikipedia.org/wiki/The_Color_Run
There are lots of problem regarding user ex-perience on the website, such as visual in-consistency, misleading communication and navigation on the site.
Furthermore the Color Run always works with charitable organizations, but the people who participate in the run are not aware of what they are running for.
The Color Run’s website does not present the message clearly. The Color Run needs a strong visual identity to communicate and convey the message to its target group. The brand tells the story, it’s not only the visual identity but also the actions it takes to com-municate with the target group and make them recognized.
PROBLEM DESCRIPTION
1. INTRODUCTION
/Reasoning behind the idea
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PROBLEMFORMULATION
1. INTRODUCTION
How can we improve the awareness of the event among the target group to-gether with improving visual commu-nication and user experience on their website?
Research questionsThrough research and using different meth-ods and analysis, we will go in depth about the company’s marketing strategy and val-ues and find the best possible solution for the company to become the most popular event in Europe.
- How can we improve the overall user expe-rience and visual identity?- What is the purpose of Color Run and how we can improve the story behind the brand?- Which media should be selected in order to attract the target group?- How can this event attract the target group and take an action for a cause?
DELIMITATIONSAs the main focus is on Europe, we cannot consider covering each and every country, therefore we have chosen Denmark as a case study and our focus will be entirely on this country to promote the event.
We will promote the company in such a way that it will become a very popular event in Denmark. We will do this by doing some analysis (SWOT , Stakeholder, Risk analysis, Marketing Mix, AIDA Model and Target group analysis) about the company. This will guide us to find the right way of creating aware-ness among the target group and promoting the company.
Furthermore we do few tests (User test, ex-pert Evaluation) to check visual communica-tion on the website. Therefore the focus will
also be on the design and coding. The web-site will be made using CMS-Wordpress.
As International students, we make the web-site in English due to our limited knowledge of Danish language. That is why we didn’t make the language option. But we made some mockups for country selection and language selection which will be implemented in future. (see mockups in page 61)
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THEORY AND METHOD
1. INTRODUCTION
For this project we are using prototyping development method1. This is a very useful approach in web development as it gives a better possibility to handle the process effec-tively and quickly. It allows iterations, which help us in testing and going back to the pro-cess and make some improvements if nec-essary.
In this process, we started with project ideas and problem formulation. All the necessary analysis, initial testing and research are done on the way to get information and continue to build prototype. The prototype is then tested by means of various user tests and for qual-ity assurance. After testing, it is determined whether everything is working or we need to make some changes. This cycle continues till we get desirable results.
After doing PBS and WBS, we scheduled all the tasks in a Gantt chart. Furthermore we had daily
1. http://en.wikipedia.org/wiki/Software_development_methodology
meetings, where we gave a quick summary of previous day work to each other and dis-cuss the work for the following day. These meetings were very helpful as we used them in our previous projects.
In the beginning, we made SWOT and Stakeholder analysis which helped to investi-gate about the company and who might have
Prototyping
Prototyping model2
2.http://csebrules.blogspot.dk/2011/01/assign-ment-2-task-2-prototyping-model.html
interest or impact in this event. Then we analy-ise the importance of 4 P’s of marketing mix and using AIDA model we know how to get tar-get group’s attention and interest and create desire to participate. Then we made a commu-nication plan to identify the sender, target au-dience and their segmentation. Afterwards we focused on design and usability of the website together with the implementation plan.
Initialrequirements
Analysis
Buildprototype
ImplementTest it
Revise & modifyprototype
Yes
No
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SUBCONCLUSION OF INTRODUCTION CHAPTER
1. INTRODUCTION
We have chosen a global event The Color Run, which promotes healthiness and happiness. We thought it would be both exciting and challenging at the same time as it is very popular in US and needs to improve awareness among target audience in Eu-rope.
Using Denmark as a case, our job is to do lots of re-search using different testing methods, analysis and survey to find the ways of improving communication in both online and offline media.
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ANALYSISIn this chapter some analysis have been done in order to know about the company’s current situation, the stakeholders involved and the risks associated in the project. We looked through Aida model and the four P’s of marketing as well in order to plan the pro-motional strategies of the Color Run.
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SWOTANALYSIS
2. ANALYSIS
As a part of our research about the company The Color Run, we are using SWOT analy-sis1 to evaluate company’s internal situation and external potentials.
1. http://en.wikipedia.org/wiki/SWOT_analysis
Conclusion of SWOT
With the help of this analysis, we will able to get full awareness about the company’s sit-uation, which is very important for effective communication. We want to turn their weak-nesses into strengths by improving commu-nication and user experience in both online and offline media.
We will target the same audience by using more effective means of communication in order to promote and improve awareness among them. We want to make them more visible by partnering/sponsoring them with well-known local or international companies.
Strenghts1. A very popular global event2. A wide target audience e.g. families, young and old people, handicap3. Many companies want to get involved as a sponsor as they would get noticed among different target groups4. The events held during the weekend, which give a possibility to more people to participate in the event
Weaknesses1. Needs lots of volunteers, as they are not very well known in Europe2. Poor communication both in online and offline media which is an obstacle to create awareness about the event3. Do not have clear information about the powdered color used to shower4. Website is not user friendly5. Poor planning
Opportunities1. A very colorful fun event that can raise in-terest of media2. To make new partners and sponsors.
Threats1. Less participants due to poor weather2. Similar or more popular events taking place
S W
O T
STRENGHTS WEAKNESSES
THREATS
Helpful Harmful
Ext
erna
l fac
tors
Inte
rnal
fact
ors
OPPORTUNITIES
SWOT model
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STAKEHOLDERANALYSIS
2. ANALYSIS
This analysis is done in order to find out the influence and interest of stakeholders on this project, and to identify how to communicate with them.1
1. http://www.slideshare.net/stakeholder-analysis
Stakeholder descriptionThe Color Run - It is the company behind this colorful event. They need to create awareness by improving their communica-tion strategy and user experience on their website, so it plays an important role as be-ing a stakeholder.
Partners - companies/organizations- The charitable organizations local or global have an impact on improving the event and com-munication.
Sponsors - All the sponsor companies local or global can help to make the event notice-able.
Target groupPrimary target group: all the people between the age group 20 to 40 years.
Secondary target group: families with chil-dren, senior and people who have disabili-ties. Gender : Male, female Region: Denmark
Media companies - the companies, which will be responsible for both online and offline marketing such as, press, print media and merchandizing stuff.
This analysis helped us to find out the impact of stakeholders in this event. We used it to dif-ferentiate among them and find the best pos-sible way to communicate with them.
Conclusion
Low HighInterest
Low
Hig
hP
ow
er
1
2
3
4
5
Stakeholder model
Stakeholders1) The Color Run2) Partners3) Sponsors4) Primary target group5) Secondary target group
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RISKANALYSIS1
1.http://www.infosectoday.com/Articles/Intro_Risk_Analysis.htm
2. ANALYSIS
This analysis would help us to reduce identi-fied risk related to the event and make sure that everything is under control. It would also help to avoid financial losses.
Prospective risk
Who is affectedby risk
Control measure
Comments and actions
Risk rating
Less participants dueto poor weather
The Color Run, theirsponsors and partners
Studying the weatherforecast
To build tents for theparticipants
High
Similar or more popularevents taking place
The Color Run, theirsponsors and partners
Observe and researchbefore announcingevent’s date
Using guerilla marketingnew and interesting waysto grab people attention
Medium
Crowd control Participants andorganizers
Observe how manytickets are sold
In consideration of howmany tickets are sold wecould tell how manyparticipants will attend theevent. In order to controlcrowd properly we shouldhave enough staff andvolunteers. Making surethere are enoughbarriers, toilets andambulance points.
Low
Public order problemsdue to alcohol on thesite
Participants andorganizers
Monitor all the partici-pants at the entrance
Low
The color allergy Participants Study possible cases Inform people aboutpossible risks
Low
Call for organizers andpolice assistance ifnecessary
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THE 4 P’S OFMARKETING
2. ANALYSIS
The 4 P’s of marketing1 was one of the most important analyses we did in order to find about the right place, right price and the right time for our product which is the event The Color Run.
The four P’s are:- Product- Price- Place- Promotion
1. http://toolkit.smallbiz.nsw.gov.au/part/3/12/56
ProductThe product in our case is the event Color Run, which is a 5 kilometer race filled with colors, fun and happiness. This run is very popular is USA and now it is entering the Eu-rope market to get popularity by engaging people through this colorful event.
The reason this run differentiate itself from other races or runs is the unique concept be-hind it. The runner will be doused with col-ored powder after every kilometer, which makes the run a fun event. The after party adds more spices to this event and makes it one days festival.
Secondly there are no limits for participating in this event as of age or whether you are a professional runner or not. So it encourag-es all the people who are active, happy and wants to experience something full of fun.
PriceThe price of participating has already been set by the organizers of the event. The price is set by price rate for the similar events that is a lot higher than The Color Run. Besides getting a shirt, a number and colored powder with their tickets, the experience of the Color Runs is definitely worth the price.
The price is very reasonable compared to marathon prices in Denmark2. These races are targeted to experienced runners and most of them are half marathon to marathon.
For The Color Run, people can win free tickets during online competitions on Facebook (see more on page 33 ). Furthermore some amount of money is paid for donations, which is includ-ed in the price and going for a good cause.
2. http://www.copenhagenmarathon.dk/en/registration/ 16
Place
Here we are talking about how the prod-uct will be delivered to the target group and what channels should we use to do that. The product here is actually the event tickets, which we are selling through online channels such as website and Facebook page. These channels are selected very carefully
Basically this is very much dependent on the promotional strategies and planning of the event. We have based these choices on the survey that we made. So the more aware-ness we create, the more people know about the event and take action.
Promotion
This P is very important in our plan. Here we look carefully about how to create aware-ness about the event. We are using both on-line and offline media to get as much atten-tion of our target group. We are also doing few press releases in order to engage the audience.
In the next chapter, we have a detailed im-plementation plan, where we describe about where and when to promote and which me-dia we will use for promotion.
THE 4 P’S OFMARKETING
2. ANALYSIS
SubconclusionThis marketing mix tool helped us to make an effective marketing plan and define the mar-keting or promotional strategies for the prod-uct. Using this model we can set some objec-tives for ourselves which can help in promotion and communication.
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AIDAMODEL
2. ANALYSIS
Every communication has to work extremely hard to get noticed. We are using AIDA mod-el as a tool to ensure that our communication strategy and implementation plan will grab attention and more and more people will get aware about the event.
AttentionHere we want that all the promotion we do will get attention of our target audience. Our implementation plan for online and offline promotion will be scheduled very carefully, so that the event will get noticed by a large target audience.
Furthermore the new website will be made after user testing with colorful images and videos to get user’s attention. The design is simple and user friendly and provides all the necessary information.
Interest
After getting the attention of our target audi-ence, we want them to maintain their inter-est in our event. We are doing it by using dif-ferent techniques for promotion and design
DesireThe next step after creating audiences’ inter-est for the event is to have a desire in them to participate in the event. The interest and desire are very closely related to each other or go hand in hand. The promotional material again plays an important role to spread the word of mouth creating interest and desire to participate.
ActionThis is the final step where we want our target audience to take an action if they still have an interest and desire to participate. The call to action button on the website which is for buying tickets for the event will lead them to take the final action.
SubconclusionUsing this model we were able to differentiate among the four parts of AIDA model. We en-sure that our event get target group’s attention and engage their interest followed by creating desire to participate in the event. The final ac-tion they take will be for buying tickets.
like guerrilla marketing, hashtags and using strong images and videos to raise their in-terest for the event both in online and offline media and emphasize on the reason for run-ning.
ATTENTION
INTEREST
DESIRE
ACTION
-Unexpected and exciting content-Attractive and interesting graphics or title
-Relevant message-Promise of satisfaction-Attractive offer-Raising tense or mystery
-Feeling of special situation, special offer-Promise of satisfaction-Raising tense or mystery
-Visiting the website-Purchase ticket-Subscription-Contacting trough online contact form
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SUBCONCLUSION OFANALYSIS CHAPTER
We have made 5 different analyses – SWOT analysis, Stakeholders analysis, risk analysis, AIDA model and marketing mix analysis. With the help of these analyses, we find out the current situation of the company and all the stakeholders involved and their impact in this event. We identified the risks in this project and what precautionary measures should be taken in order to reduce the risk.
AIDA model helped us to find the importance of grabbing target groups’ attention and interest, and build a desire about the event and finally take an action by buying tickets and participating in the event. The marketing mix will help us to find the right promotional strategy, price and placement.
2. ANALYSIS
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This chapter shows the testing done for Col-or Run existing website for Denmark and sur-vey to know about the popularity of the event in Denmark.
TESTING AND SURVEYS
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USABILITYTESTING
3. TESTING AND SURVEYS
It is a testing method used to investigate and evaluate the product’s functionality and use. We used this method to inspect certain ele-ments about the Color Run’s website as it is one of the main platforms for the user to visit and perform the action i.e. buy tickets.
Since we have started the project and did testing on the website, the Danish color run site has changed around 5-6 times to a complete new layout and design. Due to time limitations we couldn’t do the testing on all the layouts, so we continued our re-search and analysis based on the results of the first version of the website.
We did User test and Expert Evaluation on the original website for Denmark in order to see if the website draws user’s attention for the right purpose.
Screenshot of The Color Run’s original website
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USER TEST
User test resultsThis test helped us to create awareness of the event and send a clear message to the user. Keeping the results in mind, we tried that our solution gives the user a satisfactory and quick experience.
The user can get the information about the event, and buy the tickets through the web-site easily. Moreover they can write about their experience on Facebook page, which will act as a word of mouth to spread the news about the event.
We tested the website on 5 users. For con-ducting the test, we gave the users some tasks to see if they can find information eas-ily on the website (see user test results on page 96-98 ).
The main problem every user mentioned was booking the tickets. The button is hard to find and involves many clicks to get the info about tickets or buy them. The other problems like charity cause, event info and message is not clearly visible on the website.
Taking Denmark as an example for our proj-ect, the test results show lots of different problems on the original site of The Color Run homepage.
3. TESTING AND SURVEYS
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EXPERTEVALUATION
According to the experts, the site is not user friendly. There is no consistency among Col-or Run websites for different countries. The international site confuses a lot as it is only meant for USA. There is no option in other countries to select languages.
Sign up button page leads to another page and it is hard to find book tickets option.
There is lots of repeated content on the web-site and links lead to the same page.(see Test)
Expert evaluation results
This evaluation is done by two experts to highlight the things which are not working well on the website. We used Jakob Niel-sen’s 10 heuristics1 for this test.
The test is done by our classmates. It takes around an hour to do the test and can be easily done at home. We did this testing on The Color Run old website’s version for Den-mark.
1. http://www.nngroup.com/articles/ten-usability-heuris-tics/
3. TESTING AND SURVEYS
VISIBILITY OFSYSTEM STATUS
-Unexpected and exciting content-Attractive and interesting graphics or title
MATCH BETWEEN SYSTEMAND REAL WORLD
-The language used is understandable
-Repeated content-Unclear buying tickets option-too long text lines
CLARITY OF CONTENT
-The four boxes leads to same page
CONSISTENCY ANDSTANDARDS
-Instructions are not clear for the user for buying tickets
RECOGNIZATION RATHERTHAN RECALL
AESTHETIC ANDMINIMALIST DESIGN
-Logo doesn’t match with the original logo
ERROR PREVENTION
-Not relevant -Navigation is not clear-No emergency exit
USER CONTROLAND FREEDOM
-Easy and understand-able but hard to navigate
FLEXIBILITY ANDEFFICIENCY OF USE
-Not presented clearly like contact info
HELP ANDDOCUMENTATION
Expert evaluation based on 10 heuristics
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SURVEY
We got a good response in the survey. Around 70 people did the survey and it showed that more than half of the target group didn’t know about the event. The ones who heard about it have heard through Face-book and friends.
It is very visible from the survey that peo-ple are not aware of the event. Although it’s a very colorful and festive event but it is not well promoted in Denmark.
Using this survey as a base for our project, we made an implementation plan which cov-ers all the promotional methods need to im-plement in order to improve the awareness and communication of the event.
(See survey results and statistics on page 91-95)
Survey results
We made a short survey in order to see how many people know about the event or heard about it. There are few other questions as well which will give us an idea about the tar-get group, their age and gender and what dif-ferent media are they using.
Question examples and statistics
3. TESTING AND SURVEYS
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3. TESTING AND SURVEYS
SUBCONCLUSION OF TESTING AND SURVEYS CHAPTER
The survey and testing methods helped us to know about the current situation of the company The Col-or Run. The survey showed that the event is not very popular in Denmark and needs lots of commu-nicational planning to spread the message to the tar-get group. Secondly the website has many flaws and drawbacks, therefore it needs a re design.
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COMMUNICATIONIn this chapter you will read the target group analysis, buyer behavior and communication plan, which will give a clear idea about the sender, target audience and the message, and how we will communicate with them. In order to achieve best communication and improve the awareness of the event, an implementation plan has been made which is based on different analysis, test methods and surveys.
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TARGET GROUPANALYSISIn order to define the target audience in a communication plan, we need to know the characteristics of our target audience. There-fore target group analysis has done to fully understand the values and attitudes of the audience.
4. COMMUNICATION
Why we choose this target group?As the company has no specific boundaries and limits for the runners, everyone is wel-come to participate in the run1. However we have divided the audience in primary and secondary target groups.
The audience is divided according to their age and interest. The assumptions are made based on our research about the people’s behavior by age. According to research pub-lished by Brookings Institution people peaks their “fluid inelegance” around age 20. They are capable analyze, process and keep new information. But experience and knowledge intelligence comes with the age2.
1.http://thecolorrun.com/about/2. http://goo.gl/yZZF3J
Target market demographics
From this age people start earning money and make financial decisions. They are more active in social media. According to Sear En-gine journal infographics, the most active us-ers on the internet is between age 18 to 49 that falls into our target group3.
The survey also showed the highest re-sponse from people aged between 20-40 years, who are active in social media there-fore we considered them as a primary target group. Furthermore this age group is very active in Denmark both socially and phys-ically. They are highly active in sports and participate in all small and big events with joy.
The rest of the people are considered as secondary target audience. It includes fam-ilies with children, senior people and people with disabilities.
3. http://goo.gl/6gwr4i
Psycho-graphicsThis includes attitudes, beliefs, emotions, in-terest and values of the target audience. We get this information through research about Danish culture and society. Social media like Facebook, Twitter and Instagram is very pop-ular in Denmark. The people aged between 20-40 have a great interest in this media (see Survey results on page 91-95)
The country is considered a very happy na-tion according to a survey4 and the color run concept fits very well with Danes happiness as this event promotes healthy and happy life.
4. denmark.dk/en/meet-the-danes/work-life-balance-the-danish-way/happy-danes/ 27
TARGET GROUPANALYSIS
4. COMMUNICATION
BehaviourThe Danes are very concerned about groups than individuality. They are fun lovers and create a festive atmosphere wherever they go, therefore they are ranked high among the happiest countries in the world.
They are very concerned about their health and have many opportunities to be active.An analysis of buying behavior is done (see Buyers Behavior next page) to investigate their behavior towards buying tickets.
This event is a tool to enhance their festive nature by bringing healthiness and happi-ness together with individuality and the feel of giving back something to the community.
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BUYERBEHAVIOUR
4. COMMUNICATION
The main objective of the marketing is to cre-ate customer value. When we talk about sell-ing tickets for the event we are talking about selling unique experience1.
So it is very important to use AIDA method. Attention Interest and Desire are the crucial stages to encourage people to take an ac-tion. (See AIDA method)
Todays buyer is educated and has access to more knowledge than ever before. Social media have increased the transparency of services so the potential buyer can consult with the community online and get an over-view about the service. That’s why making business right is much more important than ever.
The number of information channels has sig-nificantly increased. Due to massive informa-tion flow majority of the buyers filter informa-tion and find out relevant information them selves online.
1. http://www.consumerpsychologist.com/intro.htm
“You want people to have an im-portant experience they can talk about on Twitter or Facebook.” - says John Kenny.
Another massive change that emerged over the years and due to social media is that people developed habit of sharing informa-tion on social networks2. That’s why we have decided to apply Guerrilla marketing3 tech-nique for offline media (see bus stop poster) in order to create attention and interest. The intended effect is that people share it through social media and that suppose to lead to de-sire and move people to purchase tickets.
We have also made target group analysis that helped us to get a better overview about Danish consumer lifestyle and potential buy-er.
In Denmark the health and sustainability is dominating factor in consumers mind-set. Functionality aspect is also very important
2.http://www.square2marketing.com/Buyer-Behav-ior-Has-Changed/3.http://www.creativeguerrillamarketing.com/
factor in all aspects of Danish culture. Proba-bly that is why Denmark has such a big craze for cycling. Danes are probably born with bicy-cles, but what is more sports culture is deeply embedded in the mentality of the nation.
There are 14, 000 sport clubs in the country with 2mln members. Which makes almost half of the population. Danes believe that sports are crucial not only for health purposes but also for democracy and social harmony.
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BUYERBEHAVIOUR
4. COMMUNICATION
How to sell happiness to the Hap-piest Nation of the world?
Denmark stands in the first place as the Hap-piest country in the world. Based on “Eu-romonitor International” consumer lifestyle report - Danes tend to spend freely on their leisure time1,2.
As an example, very well known Roskil-de festival gathers around 80,000 people and this years Distortion festival expecting around 100,000 people each night3;4.
According to marketing professor Jennifer Aaker -
“The idea of brands enabling happi-ness and providing greater meaning in the world is powerful”.
Happiness is a core of The Color Run’s event. That’s why we use emotional market-ing approach5. Happiness is something that humanity streams for constantly where there happiness is temporarily or permanent.
1.http://www.euromonitor.com/consumer-lifestyles-dk2.http://denmark.dk/en/lifestyle/sport/3. http://en.wikipedia.org/wiki/Roskilde_Festival4. http://www.60by80.com/festival-distortion.html5. http://blog.bufferapp.com/emotion-in-marketing
Our goal is not to sell tickets. Our goal is to sell unique experience. And this has com-pletely different approach than selling ser-vice or a product. And for selling experience very important part is word of mouth. Peo-ple should be able to share their experience through different channels. The more people talk about it through different channels – the more engagement The Color Run will re-ceive.
New scientific research states that people are tending to share more positive than neg-ative thing on the Internet6. And happiness drive to an action. This is happening be-cause people feel before thinking.
To sum all the facts up “The Color Run” event has very high potential of success in Denmark. We believe that using right mar-keting techniques and delivering message in the right way will create higher awareness of the event and increase ticket sales (see Im-plementation plan on page 33).
6. http://www.nytimes.com/good-news-spreads-faster
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COMMUNICATIONPLANCommunication plan1 will make us aware of the means we need to focus in order to reach the target group and what media should be used to reach them.
SenderThe sender is The Color Run - a for-profit event management company, which organiz-es high quality events.
Message“The happiest 5K on the planet”.Their message clearly indicates that the 5 kilometer run emphasizes on healthiness and happiness of the community by bringing them together to participate in the run. This is way of showing their care for the world.
The slogan is very clear and catchy so we decided to keep it. Using this tagline, the company wants to create awareness of the event and make these 5 kilometers most col-orful and memorable for the runners.
1.http://en.wikipedia.org/wiki/Communication_planning
4. COMMUNICATION
Intended effectThe intended effect of the event is to create awareness of the event and raise people’s in-terest to participate in the event and to make them aware of what they are running for through online media.
MediaThe company will use both online and offline media to promote the event in Denmark. The event is promoted through event’s website and social media like Facebook for online media and for offline media posters, mer-chandizing stuff and guerilla marketing (see more on page 35) will be used to promote the event .
Target groupIt is the group of people who have the big-gest interest in the event (product). We should be very clear from the beginning about the target group and the receiver as the desired target group, in many cases, is not the receiver. Primary target group: people aged be-tween 20-40Secondary target group: families with chil-dren, senior citizens and people with disabil-ities. Gender: Male, femaleStatus: No social or economic classRegion: Denmark
Subconclusion
This analysis helped us to know about the sender and the receiver and which media should be appropriate to communicate with them. The message is short and clear so that the target audience will understand it quickly.
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LASSWELL’SCOMMUNICATIONMODEL1
1.http://en.wikipedia.org/wiki/Lasswell’s_model_of_communication
4. COMMUNICATION
People are aware of the eventPeople purchse tickets
Sender Message Media
Target groupIntended effect
”The Color Run” - a for-profit event management company, which organizes high quality events.
The company will use both onlineand offline media to promote theevents in Denmark
Primary target group: people aged between 20-40Secondary target group: families withchildrenGender: Male, femaleStatus: No social or economic classRegion: Denmark
Feedback
“The happiest 5K on the planet”.
People engagement
NoiseSimilar event takes away the attention
Wrong way to communicate with thetarget group
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IMPLEMENTATIONPLANThe implementation plan for The Color Run is a detailed list of all the schedules, promo-tional activities together with cost required to achieve the objectives we set for the event.
To improve the awareness of this event, we are using different means to reach our target group in order to get a huge response from them.
We will promote the event in both online and offline media to get noticed fast. For of-fline promotion, the event will be promoted through posters,guerilla marketing and mer-chandizing stuff (read more on page 43).
Social mediaPeople don’t trust traditional TV advertise-ment anymore. That’s why a lot of compa-nies started to promote them selves through Social media.
But social media is not the only place to think of word-of mouth as only 7% of word-of-mouth spreads through online media1.
1. http://goo.gl/kaKy8P
4. COMMUNICATION
CompetitionsWe will have different competitions on Face-book, Instagram and Twitter where people can win merchandising stuff, free entry tickets and various prizes from our sponsors and partners.
Although we gain a lot of knowledge and gather a lot of information online, face-to-face conversations are still the best way to spread the message. That’s why it is import-ant to have both online and offline media. In the end of the day what really matter are how many people we have managed to en-gage and purchase our product or service.
Online mediaOnline media will be the core foundation of our campaign. This is based on target group analysis, buyer behavior and our survey. Our main goal is to create excitement and aware-ness about the event by linking offline media to online media. Online media is easy acces-sible to larger group of people. Our campaign is based on word of mouth. We will create a hash tag so people can follow the campaign and engage in conversations about it.
HASH TAG #happiest5kHash tag is a meta of the content. Hash tags are links that helps people to find similar con
tent2. Although the hash tag is a quiet new thing in social media world it grows quiet rapid-ly and changes the way we use social media.
The benefit of hash tag campaigns is that peo-ple engage into sharing content. Hash tags are commonly used all across social media plat-forms.
We are going to use hash tags not only to en-gage people in the conversations about the color run but also to participate in the compe-titions.
2. https://www.youtube.com/watch?v=-4A_wdR0Ukc33
IMPLEMENTATIONPLAN
InstagramWe have chosen to use Instagram based on the survey that we have made. Pictures cre-ate emotional engagement.
To get more followers and create excitement we will post inspiring pictures that will mo-tivate people to stay physically active and happy. We will also run Instagram competi-tions that will be picture related. Only entries from public Instagram will be eligible. We will promote Instagram competitions through Facebook and Twitter.
We will also invest some time to reward peo-ple who are actively engaged with our social profiles, by showing them more attention.
TwitterWe will run weekly “lucky Tweet” and “Cre-
ative answer” competitions followed by the
hash tags. We will engage in the conversa-
tions with the most active users.
4. COMMUNICATION
Google +Google plus has specific policy when it comes to running competitions. That’s why many companies underestimate this social network.
They main subject of competitions running on G+ would be by asking people to share their colorful running experience followed by the hashtag.
YoutubeYouTube channel also very important part for our online promotion. We will share the vid-eos from the previous events and interviews, and captured moments after each event in Denmark.
Facebook page
Our survey has shown that most of our tar-get group use Facebook, so that is why we chose Facebook to support and promote the event.
The company has already a Facebook page, but we will make one for Denmark where people can read about the event and the competitions arranged by the sponsors. The page will follow the same style of Color Run used on website and promotional material (see Facebook page mockup on page 68).
The main purpose will be to spread the news about the event. There will be different news about the event like location, competition etc. will be updated time to time in order to communicate with the target group and keep them informed.
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IMPLEMENTATIONPLANOffline mediaDespite of the tremendous growth in internet popularity, the marketers still look for other media channels like offline promotion. Some features of offline marketing not only create long lasting effects but also build a relation-ship with the customer.
We have created some offline media promo-tional stuff in the form of posters, guerrilla marketing and merchandizing giveaways to get attention and interest of the audience to spread the word and create a desire in peo-ple to take an action.
4. COMMUNICATION
Press Release1
A press release should be done in order to create more awareness about the event us-ing different promotional strategies and to ensure that people will know about the Color Run.
Before the press release, we have our web-site and Facebook page ready, so that the people will have a platform to visit when they get to know about the event.
These press releases will be a starting point for all the stakeholders involved in this event and will help later to promote and create awareness about the event.
1.https://www.scottsmarketplace.com/blog/business/sample-press-release/
Guerrilla marketingThis is a marketing strategy that uses unusu-al techniques or ways that gives maximum re-sults. It can be surprising but can leave a long lasting impression on the audience.
Therefore we decided to use this method which is not only easy and inexpensive but it also strike the audience and spread the word to a large amount of people.
This idea is sponsored by Adidas and requires a bit of installation in the bus stops. The post-er shows a Color Runner running through the glass followed by his footprints and ended up with his statue covered in color. The footprints will be with Adidas logo.
This idea is very eye catching and grabs the attention of the target group very quickly.
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Bus stop adsThe Bus stop add is a guerrilla marketing campaign. Intended effect of this teaser add is to catch people’s attention.
The Poster has an empty outline as if person run through it. Few steps further people are able to see the statue that looks very real-istic. As adidas is one of the main sponsors of “The Color Run” we have decided to put adidas shoe footprint on the ground and also the statue will wear adidas sports shoes.
The idea behind this add is that impossible is nothing.
4. COMMUNICATION
IMPLEMENTATIONPLAN
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4. COMMUNICATION
Bus stop ads
IMPLEMENTATIONPLAN
37
Adidas shoe prints
4. COMMUNICATION
Bus stop ads
IMPLEMENTATIONPLAN
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4. COMMUNICATION
Bicycle seat coversBicycle seat covers will be part of our guer-rilla marketing campaign. We will strike main and largest bicycle parking lots over the night and cover thousands of bicycles with The Color Run seat covers.
IMPLEMENTATIONPLAN
We have chosen this approach instead of just handing in the flyers. Bicycle seats are something practical that people can keep and advertise in various places around the city.
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IMPLEMENTATIONPLAN
4. COMMUNICATION
PostersPosters are one of the most effective ways of communicating a message for a campaign or event and get immediate attention. They can be placed both indoor and outdoor.
Changing a poster every week not only adds a unique creativity but also boost the interest and attention of the target audience1.
We make the posters using different colors and images but tried to keep them simple so they speak out themselves. We will place them at bus stops, train stations and the big ones outside the famous shopping centers in each city, so they can come in direct contact with the target group.
(See poster sketches in appendix, page 99-101)
1.http://www.psprint.com/resources/promote-busi-ness-with-posters/
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4. COMMUNICATION
IMPLEMENTATIONPLANPosters
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Poster outdoor mockup
4. COMMUNICATION
IMPLEMENTATIONPLANPosters
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Merchandising stuffWe have created a merchandising line for the color run in form of T-shirts, eco bags, soap, washing powder and vitamin water. Each ele-ment that we produced was very well thought about. The over all reason of making it was to inspire and engage our target group and to encourage them to participate in the color run.
T-shirts will be distributed together with the tickets. Also it will be possible to win Color Run T-shirts through social media competi-tions.
Detergent and soap are very practical items. We wanted people to take a notice that we take everything in consideration. It will come in very handy to color runners after reaching to the finishing line.
Our partner such as Vitamin Water and Adi-das also would take a part in promoting The Color Run. Benefit for them that by promot-
ing our event they will get an attention of our target audience. In addition color run is a charitable event. Vitamin Water and Adidas will participate in this event as a part of their CSR campaign. They will have an opportuni-ty to promote themselve not only as compa-nies that makes quality products but also the once who care about well-being of children.
(See merchandising stuff sketches in appen-dix, page 102-104)
4. COMMUNICATION
IMPLEMENTATIONPLAN
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4. COMMUNICATION
T-shirtsMerchandising stuff
IMPLEMENTATIONPLAN
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4. COMMUNICATION
Eco bagsMerchandising stuff
IMPLEMENTATIONPLAN
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Washing kit - soap Washing kit - detergent
4. COMMUNICATION
Merchandising stuff
IMPLEMENTATIONPLAN
Washing kit - detergent
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4. COMMUNICATION
Merchandising stuff
IMPLEMENTATIONPLAN
Limited edition Vitamin Water
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IMPLEMENTATIONPLANSponsorsThe main sponsors for the event will be Adi-das and Vitamin Water. Their brand place-ment on posters and website can help in creating awareness and bringing together a crowd for the event. These sponsors will sponsor some competitions on social media related to the event, where people can win free tickets for The Color Run.
4. COMMUNICATION
PartnernshipThe Color Run’s biggest partner is Zulu, who are responsible for all the promotion and marketing in Denmark.
Furthermore the company is also partnered with Red Barnet, a Danish charity organi-zation. It works together with Save the Chil-dren organization, which works for childrens’ rights and to give them a better place in the society.
The Color Run has set a post-race1 donation with the organization, so it will be giving 5% donations to the charity organization.
1. http://thecolorrun.com/charity/ 48
PRESS RELEASE
2nd press release
ONLINE PROMOTION
1) The Color Run’s website
Pictures from the events
2) Facebook page
Facebook weekly competitions
OFFLINE PROMOTION
1) Bus stop ads
2) Train st. Posters
3) Bus Posters
4) Merchandising stuff
Bicycle seat covers
Vitamin water
Eco bags at sports shops
EVENTS
1) Copenhagen 14.06.15
2) Herning 21.06.15
3) Odense 28.06.15
1st press release
March April June JulyMay
March April June JulyMay
IMPLEMENTATIONPLAN
4. COMMUNICATION
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IMPLEMENTATIONPLANDescription of the planThe plan will be executed in 2015. The dura-tion of the plan will be 4 months. It will begin in March and ends in June covering all three cities of Denmark. The website and Face-book page will be launched from the begin-ning of the plan. The company has already found the local partners, sponsors and vol-unteers before the actual plan of implement-ing.
Online promotion will start from the begin-ning of the plan in March followed by the first press release in the 2nd week. This press re-lease will tell about that Color Run is coming to Denmark after a huge success in USA.
Online promotion will continue till the last event but to keep people engaged, images
4. COMMUNICATION
and videos from the event will be uploaded until end of July.
The second press release will be in the 2nd week of April as a reminder about the event and before the offline promotion actually start. We start offline promotion in the last week of April with Guerrilla Marketing statue for three weeks in the bus stops. It will create an attention and interest among the people to find out more about the event.
The train station posters will start in the 1st week of May and stay until three weeks fol-lowed by the posters in the buses. The eco bags and limited edition of Vitamin Water will be in the shops from 1st week of May and will be there till the last event. Bicycle seat cover will come as a surprise for people set
by volunteers during the night to most of the bicycles in Copenhagen, Odense and Herning in the last week of May.
The washing kit with soap and washing pow-der will be given after every event to the run-ners.
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IMPLEMENTATIONPLAN
4. COMMUNICATION
BudgetThe budget plan shows the estimated cost of development-website, the cost of both online and offline promotion and event cost.
We have roughly calculated the cost for the event and promotion. Here we breakdown all the cost calculated to get the overall finan-cial view of the event. The volunteer work is completely free arranged by the local partner Red Barnet.
The net profit looks high but this budget plan does not include some big cost like location charges, security charges etc. but it will give an general view of the financial cost.
The cost breakdown is in shown in the table. The total gross revenue generated is 8.4 mil-lion DKK. Out of which, 7% will go for dona-tions. The volunteers will work for free pro-vided by the charity organization.To make this event a success, 8% of the rev-enue has been used for the event and pro-motion. The sponsors will be a big help in promotion and extensive marketing.
175.000
8.300.000
8.475.000
415.000
415.000
Website (Development Cost)
Online Advertisement
Posters
Merchandizing stuff (T-shirts)
25.000
10.000
46.875
Merchandizing Stuff (Bicyle seat covers)
Merchandizing stuff (Washing Kit)
187.500
12.500
50.000
340.875
Marketing manager
Staff
After party
Unforseen Cost
40.000
54.000
150.000
100.000
Vitamin water 5% donation
Ticket sales
Gross Revenue
TOTAL Gross Revenue
Direct costs
Donation from Ticket sales
TOTAL Direct Cost
Marketing Costs
TOTAL Marketing Cost
Event Costs
340.875TOTAL Event Cost
Budget In DKK
Net Profit 7.375.125
Conclusion of implementation and budget planThe implementation plan is very detailed and gives an overview of each and everything we are using for online and offline promotion. The schedule shows the list of activities related to promotion and the time period of when it has to be accomplished.
The budget is based on assumptions and gives an overview of the costs related to the event.
(See detailed budget table on page 105)
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4. COMMUNICATION
SUBCONCLUSION OFCOMMUNICATION CHAPTER
We have analyzed the target audience and have di-vided them as primary and secondary target groups based on their habits and interest. Lasewells model of communication clearly shows the sender, receiv-er, message, media and the intended effect.
The channels used for promotions are selected based on the target groups’ behavior, communication plan and surveys. Each element in promotion has been de-signed with lots of thoughts and research. The plan for implementation has been scheduled very carefully along with the overall calculated financial cost.
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In this chapter we will show the development of design from the idea to the final outcome. Here you will read about our design choices and the pur-pose behind them.
DESIGN DOCUMENTATION
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INFORMATIONDESIGN
5. DESIGN DOCUMENTATION
It is about organizing and formulating infor-mation in such a way that it will satisfy the intended user. Different media is used to present this information where it can be pre-sented as a message and content.
Selecting InformationThe website contains all the necessary and relevant information for the user. We have se-lected the information very carefully and will present it very clearly on the website. Some of the information used on the new website is taken from the old one and adjusted accord-ing to the user testing and expert evaluation.
User’s demand for the informationThe user has a direct or indirect influence on the event; therefore we want to provide all the relevant information on the website. To do this, we have done some research and test-ing about the event and the website in order to know what user will expect on the website.
The main thing user expects is the informa-tion about the event, its location, and timing and where to buy the tickets. So we have made these options very clear on the web-site.
Screenshot of Events page
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INTERACTIONDESIGN
5. DESIGN DOCUMENTATION
It is about the user’s interaction with the dig-ital media. The website is user friendly and responsive, so it can be used in different en-vironments. To find out the interaction level of the website, we need the following param-eters:
Frequency- when the user can make a choiceIt tells about the frequency of user clicking a single page or going from page to page. Through menu bar, we have given our user a choice to navigate through different pages or the page they are interested in.
Levels- how many levels are there for a single action?We have simplified and reduced choices for the user, since it easier for user to decide when everything is on the display and can be reached by one click1.
1. https://www.youtube.com/watch?v=VO6XEQIsCoM
Meaning- it is about the influence of the userThe users have a direct influence on the website. They can choose to buy tickets giv-ing their personal information and they can also subscribe for newsletter.
Screenshot of Home page
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It is about the presentation of all the content and the images in a user friendly way so that the look and feel of website will satisfy the user and communicate the right message. This is one of the important steps in design-ing the website.
Media elementsThe important media elements used on the website are:
TextMost of the text used on the new website is taken from the old one, as it is a redesign of the old website. The text is presented in col-umns and paragraphs which make it read-able and the user can select the relevant text to read.
ImagesThe images we used are very colorful, dy-namic and self-explanatory. They are taken during different Color Run events held in dif-ferent countries.
CompositionWe have made a redesign of the website in order to make it more user friendly with easy navigation. We are using the same logo, as it is the important part of the company’s iden-tity. Moreover the classic composition of the website will help the user to find the informa-tion where they expect to find it.
NavigationWe have really put a lot of thought when considering website navigation. Main goal of structuring navigation was to cut all the nec-essary information and structure in a way that user would get all the necessary infor-mation with as less clicks as possible. We decided that navigation should be fixed. The reason is that user should be able to access navigation at any time. It is essential on the mobile, because content falls into one col-umn.
PRESENTATIONDESIGN
5. DESIGN DOCUMENTATION
We have also included the sitemap in the foot-er where we displayed all the pages that are hidden from the main navigation.
Since “Press: and “Blog” pages is not the fo-cus pages for our target group. “Press” page is only relevant for the journalists who would like to get more information about the Color Run. And the “Blog” page include many arti-cles about healthy and happy lifestyle.
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SKETCHING, WIREFRAM-ING AND MOCKUPSAfter the sitemap we have made some sketches on a paper. Thinking by hands it is very important part of our design process. We have carefully thought about each ele-ment on the website. We have also based our decisions on user testing of a previous “The Color run” website.
After sketches were done we needed to put into something more tangible. Wireframing is a one of the most important steps before starting to build a website. It is like a blue print for the house.
It gave us a clear overview how to structure information and what functions each section has to perform.
Wireframing saved us a lot of time on design sketching. After sketching and wireframes we already had clear idea how we want our website to look.
5. DESIGN DOCUMENTATION
Image of sketching process
Idea Sketch Wireframe Mockup Code
Getting abasic concept
Refering theconcept further
Creating visualgraphics and content
Developing it inweb browser
Graphic’s source- http://goo.gl/jySDy
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5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAM-ING AND MOCKUPSWireframing
Wireframe of Home page Wireframe of About page Wireframe of Gallery page
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5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAM-ING AND MOCKUPSWireframing
Wireframe of Events page Wireframe of Charity page Wireframe of Blog page
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5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAM-ING AND MOCKUPSLayout sketch
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5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAM-ING AND MOCKUPSLanguage option mockup
We have made language mockups as a sug-gestion for international page. This is based on user testing. Besides world becoming smaller and big cities are more and more cosmopolitan. This is because more and more people moving from one country to an-other.
The Color Run is an International organiza-tion and having a language option on their website is crucial.
We have made a solution where user can enter to his/hers country from the main web-site www.thecolorrun.com than choose the language of the content.We have placed language bar in the main navigation so user would always have an op-tion to change language or country.
Mockup of language selection option before en-tering the website
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5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAM-ING AND MOCKUPSLanguage option mockup
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MOODBOARDMood board1 is a color and shape inspira-tion for this project. We are using it as an in-spiration to visually demonstrate the style of our website and about the whole idea of this event. We used different colors in the mood board which are associated with the event.
1. http://en.wikipedia.org/wiki/Mood_board
5. DESIGN DOCUMENTATION
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COLORSAccording to Ph.D. Sally Augustin people react physically and emotionally to different colors. She also states that color evokes similar emotions in majority of people1.
Colors and shapes are very important ingre-dients in branding. It is also very important factor on how people perceive the brand.
According to research made in University of Loyola color increases brand recognition by 80% and 92.6 % of respondents said that they put most importance on visual factors when purchasing products2.
The choice and inspiration of the colors for this project came from color run it self. We thought it is important to emphasize and give meaning to the three main colors that is used in the original “The Color Run” logo. We have split three main colors of The Color Run logo to create a feel of the event and communi-cate the message. We have tried to create a sense of form and depth through combina-tion of different shades of the same color.
1.www.forbes.com/sites/amymorin/2014/02/04/how-to-use-color-psychology-to-give-your-business-an-edge/2.www.colorcom.com/research/why-color-matters
5. DESIGN DOCUMENTATION
Color meaningPinkPink color encourages confidence and it re-duces violence. It is very youthful color and is associated with happiness.
The negative aspect of this color is that it might seem weak and target more female buyers. But on another hand female buyers is the engine of consumerism. Majority of the products that is on the market is made for fe-males.
We are trying to balance it out by combin-ing with stronger shades of this color that doesn’t have such a strong feminine feel. BlueThe color blue is recognized as the most web friendly color but also it is very universal and has positive influence on buyers behaviour. It creates a feel of trust and communication.
Due to huge popularity of social media such as facebook and twitter – blue is more and more associated with interpersonal commu-
nication. We have used few different shades of blue in order to communicate that this event is about bringing community together.
YellowYellow is the most visible color in the spec-trum. It has a optimistic personality. This col-or truly communicates what the Color Run is about.
Peach orange colorOrange as well as Yellow has a feel of happi-ness. Peach orange is energetic, playful and friendly color. The reason we choose to use it on the images is that it calls enthusiastic emo-tion and gives an impression that this event is affordable3.
SubconclusionColors are just like people each one has differ-ent personality. This works very well with The Color Run’s event philosophy. The Color Run don’t discriminate people by their abilities or any other factors and everyone is welcome to participate in the event.
3.http://voices.yahoo.com/marketing-tips-psycholo-gy-color-manipulation-12142220.html?cat=3
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FONTS
5. DESIGN DOCUMENTATION
“Good typographer always has sen-sitivity about the distance between letters. We think typography’s black and white; typography’s really white, you know, it’s not even black. It is the space between the blacks that really makes it. In a sense, it’s like music; it’s not the notes, it’s the space you put between the notes that makes the music.”1
- Massimo Vignelli
HelveticaHelvetica was designed in 1957 by Swiss designer Max Miedinger, it still remains very modern to this day. It is loved by many de-signers because of the perfection of the shape of each letter and spacing in between. It delivers message very clear and efficient2.
1. https://www.youtube.com/watch?v=El8jDI_ZuiI2. http://www.myfonts.com/fonts/adobe/helvetica/
We have used Helvetica for the headlines in our website and to distribute message to our target audience on the posters.
Helvetica Regular
Helvetica Bold
Raleway fontRaleway is a free, open source font designed by Matt McInerney. Raleway is light, geomet-ric sans-serif font. The reason why we choose Raleway as a content body text font is that it is easy readable on a screen.3
It also comes as a google font so it was easy to implement on the website.
3. https://www.theleagueofmoveabletype.com/raleway
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BRANDPERSONALITY
5. DESIGN DOCUMENTATION
“Personality is the supreme realiza-tion of the innate idiosyncrasy of a living being. It is an act of courage flung in the face of life, the absolute affirmation of all that constitutes the individual, the most successful adap-tation to the universal conditions of existence, coupled with the greatest possible freedom of self-determina-tion.”- Carl Jung
The Color Run is an international organiza-tion. It has a big potential of engaging people in what they believe in because brand iden-tity is not only the images or a logo but also believes, values and story behind it.
One of the problems that The Color Run fac-es at the moment is that they don’t have a rule on how they use their logo. This leads to brand inconsistency and it applies all over the identity not only the logo but also the websites and images differ in each country.
Although the idea behind all is the same and has a high potential to engage people and grow as a brand.
For example sometimes they use only the font without the logo image(see images). So it doesn’t give a consistent brand expe-rience. When working with the brand is im-portant to engage people and give them im-pression of the whole one.
For example in Denmark they use ZULU THE COLOR RUN. We don’t think that com-bining two logos together will tell more about Color Run as a brand. According to our sur-vey most of the respondents didn’t even hear about the Color Run.
We believe that their different ways to show main sponsors of the event without brands losing the identity. And that was a part of our challenge in this campaign.
We have chosen different colors to represent their brand personality and we kept their logo as whole. Because we believe that their logo is a center of their brand. It is like a face or a style of the person. Furthermore by cre-
ating an implementation and communication plan we have tried to show how this brand per-sonality would communicate with their target group.
Examples of logo variations used on The Color Run’s Denmark facebook page
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“Consistency creates awareness“- Justin Seeley
Consistency in design elements through all social media increases awareness of the brand1. The Color Run does not have a con-sistency in their branding and social media
1.http://www.lynda.com/Business-Business-Skills-tu-torials/Viral-Marketing-Crafting-Shareable-Con-tent/157305-2.html
BRANDPERSONALITY
5. DESIGN DOCUMENTATION
content. They use different logos, fonts and different style images all across the plat-forms.
We would like to improve their campaign by setting consistency and telling the story of the brand.
The original Color Run’s website and Face-book page shows inconsistency in style which damages brand’s recognition.
The Color Run’s first version of the website The Color Run’s Facebook page for Denmark
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BRANDPERSONALITY
5. DESIGN DOCUMENTATION
We have tried to keep brand consistency through online media by using same logo and similar style images.
Our solution for The Color Run website Mockup of The Color Run Facebook page
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GRAPHICS
5. DESIGN DOCUMENTATION
/Reasoning behind the graphics
According to many scientific researches peo-ple perceive shapes and symbols as encod-ed information. That’s why in graphic design shapes and colors are used as form of ener-gy to deliver information to the masses.
If we take a font it is also a shape that we are able to recognise and when we put many shapes together it makes words and sen-tences. We believe that the same thing is in graphic design. For the graphic designer shapes and colors are the tool to communi-cate ideas as for the writer it is words.
The pattern that we have made it is an en-coded visual communication to the masses that we are targeting.
This pattern is made from many different triangles that form rhomb shapes. And the whole graphics looks very dynamic. We wanted to give a feel of a movement.
If we dig deeper into shape analysis, trian-gle shape has encoded meaning that is per-ceived almost the same in different cultures. In Egypt it would be associated with the pyr-amids. The pyramid is perceived as a symbol of human development or personal growth.
In Greece triangle is seen as delta glyph. That is a symbol of a doorway. By creating a balance in one’s life opens a door to a new perspective or knowledge1.
Rhombus is a shape that is formed from two triangles that is facing each other as a reflec-tion (one is up and another is down). It is perceived as a shape of balance. It is very common to illustrate woman sign as a trian-gle that faces up and man triangle that faces down. Feminine and masculine energy pro-duces a balance in this world2.
1.www.whats-your-sign.com/triangle-meaning.html2.www.eternalsymbols.com/a-global-and-an-eternal-symbol/
So how it is related to the Color Run?The color run manifests the healthy and happy lifestyle, which is a part of a personal growth that is achieved by creating balance and con-sistency in one’s life.
Even though people might be not educated about meaning of the shapes, they will get the feel of the graphic content.
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IMAGES
5. DESIGN DOCUMENTATION
Our intention and goal for this project was to create emotional engagement and connec-tion through the image. We put a lot of effort in finding the right images.
We used images that capture real human emotions of the moment. Life is made of these moments and it has some special in-formation encoded into it. It creates emotion-al triggers that influences buyers behaviour.
The image choice is also based on Gestalts law of pattern matching that could be applied for facial recognition. We read other peoples faces as a message. The more authentic is the photo the more effective influence it will make to a receiver.
Influence of other people actions extend be-yond facial expression. We feel more em-phatic and tend to say yes to the people that we like and we tend to copy other people ac-tions.
Home page slider images
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5. DESIGN DOCUMENTATION
GESTALTLAWSWe have applied Gestalt laws1 to bring to-gether all the design elements and make it easier for user to convey the message.
“The whole is other than the sum of the parts.”
— Kurt Koffka
SimilarityWe have created a graphic pattern that fol-lows all over our promotional campaign for the Color Run, including online and offline media. The reason why we used this pat-tern is that we wanted our target audience to group all the pieces as single and consistent campaign.
The law of similarity also appears on the website. We made all the important buttons in pink color such as “Buy Tickets” and “Sign Up”.
1.http://www.smashingmagazine.com/2014/03/28/design-principles-visual-perception-and-the-princi-ples-of-gestalt/
All the links in the text and navigation high-lights in blue color and download buttons are green. The reason why we differentiated those buttons because they have different functions and the colors gives a better un-derstanding about the purpose of it.
The law of similarity is also applied for the gallery images, buttons and navigation.
Example - Press page “Download“ buttons
SimplicityWe have used law of simplicity when creat-ing a key visual graphics for the campaign. People will simplify the pattern that is actual-ly made from triangles and see it as a pattern made from rhombus shape.
The law of simplicity is also applied on the website. By keeping it clean and simple we have tried to set focus on what is really import-ant.
Example - Event page “Buy ticket” buttons
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5. DESIGN DOCUMENTATION
GESTALTLAWSProximityWe used law of proximity in our website to group all relevant content. (e.g. partners and sponsors, FAQ page, navigation, site map) It is not only applied for the content and im-ages on the website but also in the posters (text, logos).
Common FateThe law of the common fate is applied for the toggle function. The text that moves same direction is perceived as a group.
Example -FAQ page (Toggle function)
Law of ExperienceThis law states that humans are using their previous experience or knowledge to under-stand certain elements. A good example of it will be font. People tend to see separate char-acters as a word.
Example - Gallery pageExample -Gallery page pop up function
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5. DESIGN DOCUMENTATION
SUBCONCLUSION OF DESIGN DOCUMENTATION CHAPTER
Our design process consists of many pieces that are interconnected. We have based our design on testing, analysis and researches. The main goal was to create consistent, simple and user-friendly design pieces that would grab people’s attention, creates In-terest and desire and inspires them to take an action.
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In this chapter all the interaction and develop-ment work will be presented. The website is built in Wordpress and there will be a navigation diagram and some code examples explaining the informa-tional structure and some code snippets used to in-tegrate the site.
INTERACTION DEVELOPMENT
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NAVIGATIONDIAGRAM
6. INTERACTION DEVELOPMENT
A navigation diagram gives a picture of the hierarchy of the website’s structure. It tells how the user can move around and go from one page to another.
The Color Run’s website is made very simple and the structure gives a clear message. The menu bar has five options whereas the site-map in the footer has two more pages like Press and Blog. The reason for excluding them from the menu is to keep the menu bar clean not crowded. The Press page is meant for media usage and Blog page is for latest news (about Color Run in general) and arti-cles about health and fitness.
We made these two pages in order to create some excitement on the website, so the user can spent some time on the website.
ABOUT EVENTS GALLERY FAQ
PRESS
HOME
FOOTERSITEMAP
BLOG
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CMS-WORDPRESS
6. INTERACTION DEVELOPMENT
Wordpress is a one of the most used con-tent management system which is based on PHP and MySQL1. We have liked the chal-lenge and that’s why we have decided to use Wordpress for our final work.
Although Wordpress allows update con-tent easily, but the real challenge is to make it look the way we want it to look. We have used a child theme and transformed the orig-inal theme to meet our needs.
RequirementsThe requirements for the website were to make it user friendly, easy to navigate and all the information should be visible and clearly presented on the website. The focus is very much on the user experience and satisfac-tion. The final website is based on different user testing methods.
The site is required in Danish but due to our limited knowledge in the language, we are making the site in English. But there will be an opportunity of selecting language for the
1. http://en.wikipedia.org/wiki/WordPress
same country in future i.e. Danish or English.
ContentMost of the content used on the website is taken from both international and Danish sites as we can’t replace it. So it was import-ant to give a real look to the website using original content. We have made only little ad-justments of the content in order to commu-nicate our message.
Child themeWe are using a free Wordpress Respon-sive theme “WPEX Elegant” and have cre-ated a child theme for the website. The child theme takes all the functionalities of the orig-inal theme (parent theme). It is a safe way to use and modify it because updates of origi-nal theme can lose the styling if you are not using a child theme (see original theme and screenshots in the next page).Despite the theme is responsive, we still made some changes in media queries so
the website look good on different devices like we fix the slider, removed the map from events page for tablets and phones.
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CMS-WORDPRESS
6. INTERACTION DEVELOPMENT
WPEX Elegant theme Screenshot of our website
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PROS AND CONS OF USING WORDPRESS
6. INTERACTION DEVELOPMENT
Wordpress is a very popular content man-agement system and a blogging platform. It is a top choice of most bloggers but can also be used to design simple websites. We chose this system as it gives the option to the editor to update the content without much trouble and do not require much knowledge in coding.
But despite this, there are some drawbacks of using this system. We have listed the main factors which are in favor and against this system.
Using Wordpress sounds an easy solu-tion but there are lots of challenges asso-ciated with it especially using child themes and making it the way you like really needs some understanding of the coding. We have looked through lots of files to modify the styl-ing and make changes in the code. We have installed lots of plugins to get some function-ality like newsletter, download and toggle function etc. But we have modified them the way we wanted them on the website.
We haven’t validated the site due to time constraint and there are more than 1000 files to look through for the errors, but in future the site will be error free and 100% validate.
Plenty of free plugins to choose fromaccording to the need
The themes and plugins are notvalidated and show lots of errors inthe validator
Theme modifications requireknowledge in coding
Some plugins depend on otherplugins, so basically you need plentyof plugins to install and sometimethere is no documentation for theplugin
Many Wordpress themes and pluginsare freely available and can be usedfor different purposes according tothe need
Pros
Do not require knowledge in codinglike HTML, CSS, PHP
Wordpress
Cons
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CODESNIPPETS
6. INTERACTION DEVELOPMENT
NextGen gallery and NextGen Cus-tom Fields pluginsThis plugin creates a gallery for images. We have used it on the front page to display part-ners and sposnors logos. The original PHP code calls the image from URL. But we want-ed to link partners logos to the specific pag-es.
<div class=”ngg-gallery-thumbnail” ><a href=”<?php echo $image->imageURL ?>title=”<?php echo $image->description ?><?php echo $image-<thumbcode ?> >
That’s why we have added this line of code in gallery.php. We have used another plugin to create a custom field (link) for the nextGen gallery. In the code bellow we are calling the link trough the custom field so the image is linked to the URL in the custom field.
<a href=”<?php echo $image->ngg_custom_fields[“Link”]; ?>
Cyclone sliderWe are not using the slider provided by the Theme. Instead we are using “Cyclone slider 2” to display images. To display slider on the pages we had to call the function in head-er.php. The slide function is only working on the home page. For the other pages we have used slider to display only an image.
<?php if( is_page(‘home’) ) cyclone_slid-er(‘homepage’); ?><?php if ( is_page( ‘about’ )) cyclone_slid-er(‘145’); ?><?php if ( is_page( ‘charity’ )) cyclone_slid-er(‘charity’); ?>
To display map on the “Events” page we have used slider space and called “Basic google maps placemarks” plugin trough the
shortcode inside the slider with the following code:
<?php if( is_page(‘events’) ) cyclone_slid-er(‘249’); ?> <?php if( is_page(‘events’) ) echo do_short-code (‘[bgmp-map center=”Copenhagen” zoom=”7”]’);?>
Post categoriesWe have used post to display content on the blog and press page, by giving different cat-egories (blog and press). To show only the press posts on the “Press” page we used the following code:
<?php if( is_page(‘press’) ) {query_posts(“-cat=17”);}?>
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6. INTERACTION DEVELOPMENT
SUBCONCLUSION OF INTERACTION DEVELOPMENT CHAPTER
We made the site using Wordpress, but working with child themes and make the site look the way we want was challenging. We used different plugins for different purposes and have changed some PHP codes to meet our needs. The content used for the website is taken from the original website of Color run but we made some adjustments to communicate the message.
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In this chapter you can read about the conclusion of the whole project and the learning process.
CONCLUSIONAND REFLECTION
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CONCLUSION
7. CONCLUSION AND REFLECTION
The Color Run is an international event which promotes happy and healthy lifestyle. Despite lots of popularity in USA, the event lacks awareness in Europe. It needs to cre-ate lots of attention and interest in order to engage and communicate with lots of audi-ence for a complete success.
Taking Denmark as a case study and make this campaign beneficial, we needed to know lots of factors that can affect the success of the event. We based our assumptions on re-search, analysis, surveys and testing for the Color Run event.
We did some initial testing on their website for user experience, which shows that the site is not user friendly. We analyzed the company’s current situation through SWOT analysis. We found all the stakeholders in-volved and their importance in this project to continue for further planning.
To be sure about the success and to create awareness, we made a communication mod-
el, which tells about the sender, receiver, message, media and the intended effect of campaign based on three different analysis .i.e. the marketing mix, AIDA model and tar-get group analysis.
These analyses are used as ground rules to find more about the target group, their buy-ing behavior, habits and attitudes and how these values are used to grab their attention, interest and build desire which leads them to take an action. All the mediums used in on-line and offline promotion have a design con-sistency, which will make the event recogniz-able. The design is simple and user friendly to grab people’s attention.
The website is also a tool for communica-tion and we made it by using Wordpress. The redesign is made after usability test-ing. We had some challenges working with child themes and adjusting the site accord-ing to our preferences. But by using different plugins and altering PHP codes and styling, we end up making the site meet our users’
needs and communicate the message.In the end we conclude that we have tried to improve overall user experience and visual communication of the event. We are using dif-ferent modern marketing methods like Guerril-la marketing to grab as much audience as we can to create awareness.
All the detail related to the event has been ex-plained in a structural way to know the story behind the event. Partners and sponsors are visibly presented both in online and offline me-dia making this event a platform to feel happi-ness and healthiness and helping the charity partners with joy.
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REFLECTION
7. CONCLUSION AND REFLECTION
/ Things we have learned and gained
Design ThinkingDesign is a process of creative problem solv-ing. That includes observing people, asking questions and trying to look at the problem from many different perspectives.
By analyzing The Color Runs campaigns we were capable to identify the problems. We formulated main research question “How can we improve the awareness of the event among the target group together with improv-ing visual communication and user experi-ence on their website?”. But during the pro-cess we have found our selves going more into detail and asking more and more ques-tions that lead in to the deeper research.
We have tried to approach each problem from many different perspectives and find the best possible solution.
Connection between marketing and design
“Good business outcomes treat de-sign as a holistic process that pulls in savvy marketing and research, as well as smart ideas” - says IDEO’s Diego Rodriguez1
Marketing and design is interconnected. Both of these disciplines are user focused and trying to identify people needs.
By working on The Color Runs campaign we felt inspired to put ideas not only visual-ly but also practically. We have run through the deep research of psychological influence from color to action.
1. http://goo.gl/xCvllV
CommunicationCommunication is simply the act of transfer-ring information from one place to another.
Design is a visual communication and mar-keting helps to find the right words and ac-tions.
Before you communicate you need to know your audience. Not only it applies in human relation but also in business. Especially now when social media changed the way we communicate to the world.
We saw The Color Run brand as a person with it’s own values and personality. Through design and marketing we have tried to coach it to become the best version of it’s self.
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REFLECTION
7. CONCLUSION AND REFLECTION
Technical skillsGood education evokes curiosity and leads to personal growth. Through the two-year of education we have straight our technical skills.
“One should be able to design any-thing from spoon to a city” - Adolf Loos
Web design is like building a house. We have analyzed the users to figure out how we can improve their website and make it not only pretty but also convenient for user to find all the necessary information.
The Color Run project had been a challenge for us. All three of us chose CMS electives on the 3rd semester and worked with Wordpress in our internship companies. Wordpress has endless possibilities and it was interesting for us to push a bit further. We have spent a lot of time on trying to solve many challenges.
Team workGood team work depends on each individu-al within a team. Personal input, passion of making stuff and getting things done well.
Richard Branson once said that -
“The Company is simple group of people and as a leader of people you have to be great motivator, you have to be very good at praising and looking for the best in people”
Everyone is leader in our team and over few years we have gained appreciation for each other. We have learn to listen and appreciate each others ideas.
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In appdendix you can find files and images that’s too large to fit in the body of the report.We have referenced all the files from the re-port to appendix
APPENDIX
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REFERENCES
8. APPENDIX
THE 4 P’S OF MARKETING 161.h t tp : / / too lk i t . sma l lb iz .nsw.gov.au /part/3/12/56
2.http://www.copenhagenmarathon.dk/en/registration/
AIDA MODEL 18AIDA model source-http://goo.gl/33QZ5E
4. COMMUNICATIONTARGET GROUP ANALYSIS 271.http://thecolorrun.com/about/2. http://goo.gl/yZZF3J3. http://goo.gl/6gwr4i4. denmark.dk/en/meet-the-danes/work-life-balance-thedanish-way/happy-danes/
BUYER BEHAVIOUR 291.http://www.consumerpsychologist.com/in-tro.htm 2.http://www.square2marketing.com/Buy-er-Behavior-Has-Changed/3.http://www.creativeguerrillamarketing.com/
BUYER BEHAVIOUR 301.http://www.euromonitor.com/consum-
er-lifestyles-dk2.http://denmark.dk/en/lifestyle/sport/3.http://en.wikipedia.org/wiki/Roskilde_Festi-val4.http://www.60by80.com/festival-distortion.html5.http://blog.bufferapp.com/emotion-in-market-ing6.ht tp : / /www.nyt imes.com/good-news-spreads-faster
COMMUNICATION PLAN 311.http://en.wikipedia.org/wiki/Communication_planning
LASSWELL’S COMMUNICATION MODEL 321. http://en.wikipedia.org/wiki/Lasswell’s_mod-el_of_communication
1. INTRODUCTION
ABOUT THE COLOR RUN 61. http://en.wikipedia.org/wiki/Holi
COMPANY SELECTION 71. http://thecolorrun.com/about/
PROBLEM DESCRIPTION 81.http://en.wikipedia.org/wiki/The_Color_Run
THEORY AND METHOD 101.http://en.wikipedia.org/wiki/Software_de-velopment_methodology 2.http://csebrules.blogspot.dk/2011/01/as-signment-2-task-2-prototyping-model.html
2. ANALYSISSWOT ANALYSIS 131.http://en.wikipedia.org/wiki/SWOT_analy-sis
STAKEHOLDER ANALYSIS 141.http://www.slideshare.net/stakehold-er-analysis
RISK ANALYSIS 151.http://www.infosectoday.com/Articles/Intro_Risk_Analysis.htm
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IMPLEMENTATION PLAN 331. http://goo.gl/kaKy8P2.https://www.youtube.com/watch?v=-4A_wdR0Ukc
IMPLEMENTATION PLAN 351.https://www.scottsmarketplace.com/blog/business/ sample-press-release/
IMPLEMENTATION PLAN 401.http://www.psprint.com/resources/pro-mote-business-with-posters/
IMPLEMENTATION PLAN 481. http://thecolorrun.com/charity/
5. DESIGN DOCUMENTATION
INTERACTION DESIGN 551. https://www.youtube.com/watch?v=VO6X-EQIsCoM
SKETCHING, WIREFRAMING AND MOCK-UPS 57Graphic’s source- http://goo.gl/jySDy
MOOD BOARD 631. http://en.wikipedia.org/wiki/Mood_board
COLORS 641 . w w w . f o r b e s . c o m / s i t e s / a m y -morin/2014/02/04/how-touse-color-psycholo-gy-to-give-your-business-an-edge/2.www.colorcom.com/research/why-col-or-matters3 . h t t p : / / v o i c e s . y a h o o . c o m / m a r k e t -ing- t ips -psycho logy-co lo r -man ipu la -tion-12142220.html?cat=3
FONTS 651.https://www.youtube.com/watch?v=El8jDI_ZuiI2.http://www.myfonts.com/fonts/adobe/hel-vetica/3.https://www.theleagueofmoveabletype.com/raleway
BRAND PERSONALITY 671.http://www.lynda.com/Business-Busi-ness-Skills-tutorials/Viral-Marketing-Craft-ing-Shareable-Content/157305-2.html
GRAPHICS 691.www.whats-your-sign.com/triangle-mean-ing.html
2.www.eternalsymbols.com/a-global-and-an-eternal-symbol/
GESTALT LAWS 711 . h t t p : / / w w w . s m a s h i n g m a g a z i n e .com/2014/03/28/design-principles-visual-per-ception-and-the-principles-of-gestalt/
6. INTERACTION DEVELOPMENT
CMS – WORDPRESS 761. http://en.wikipedia.org/wiki/WordPress
7. CONCLUSION AND REFLECTION
REFLECTION 821. http://goo.gl/xCvllV
8. APPENDIX
REFERENCES
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8. APPENDIX
PBS - Product breakdown structure
THE COLOR RUN
Posters Website
Bus stop Ads
Offline media Online media
Merchandizing stuff
PROJECTPLANNING
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8. APPENDIX
The COLOR RUNExam project 2014
Project initiation- Researchabout idea
Project planning
Idea research Gantt chart PBS, WBS
Online Media Offline Media Project description
• Posters• Bus stop Ads• Merchandizing Stuff
• Design Ideas• Sketching• Navigation Diagram• CMS development• Testing
• Problem Formulation• UsabilityTesting• Methods Prototyping• Theory• Analysis - Stakeholder Target group, Swot, Marketing Mix, AIDA, Risk • Communication Plan• Implementation Plan
• Information design• Interaction designt• Conclusion• Report styling in InDesign
Project Closure
Hand In
WBS - Work breakdown structure
PROJECTPLANNING
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8. APPENDIX
Gantt chart
PROJECTPLANNING
90
SURVEY RESULTS
8. APPENDIX
91
SURVEY RESULTS
8. APPENDIX
92
SURVEY RESULTS
8. APPENDIX
93
SURVEY RESULTS
8. APPENDIX
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SURVEY RESULTS
8. APPENDIX
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USER TEST QUESTIONS AND ANSWERS
8. APPENDIX
Respondent No 1Name: AlbaAge: 24 yearsFrom Spain
-Ask the user if they know about this event or if they heard about it. If yes, where? If no, explain briefly?
She didn’t hear about the campaign.
-What is the purpose of the website? Can you tell what the page is about?
To let people know about the event and sell the tickets. But she doesn’t know much Danish so it’s not much of the use for her. She tried to change the language to Spanish It went to the Spanish event that is happening in Barcelona.
-Is there anything missing on the website, you are expecting to see?
She really liked the images and videos. She clicked the button to sign up and than she real-ized that she actually has to buy the tickets.
-Are the images and video relevant to the website?
She loved the images, but she said that it could be slightly bigger and a bit more organized.
-Is there anything which you think is hidden?
Alba found it really difficult to find the information about where to buy the tickets. She said that she would expect it somewhere in the homepage.
-Is the content easy to read and colors scheme is ok?
The text is too small
-If you could change one thing about the website? Why?
She would love to read about the event in En-glish as she just finished 1st module of Danish language.
-Try to sign in and find the events? How is the navigation?
It takes too much browsing around to buy tickets
-What is your first impression of the site?
She loves the colors and she realized that it’s sports event. But she was not capable to read about the purpose of the event. After she saw the video, said that it would be cool to be a part of this.
-Where is the site identity/logo? Ask what do they think about the logo?
Alba liked the Logo
-What is the name of this site?
The Color Run
-What benefits do you think you will receive from this site?
It looks like fun.
-Where is the link for the home page?
She has clicked the Logo.
-Where are you in relation to the home page (Breadcrumb trail)?
She pointed at the title of the website.
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USER TEST QUESTIONS AND ANSWERS
8. APPENDIX
Respondent No 2Name: KasperAge: 28 yearsFrom Denmark
-Ask the user if they know about this event or if they heard about it. If yes, where? If no, explain briefly?
He didn’t hear about the campaign.
-What is the purpose of the website? Can you tell what the page is about?
To tell more about The Color Run
-Is there anything missing on the website, you are expecting to see?
There is missing more information about The Col-or Run and why should I participate.
-Are the images and video relevant to the website?
Yes, maybe more pictures of people running.
-Is there anything which you think is hidden?
In the text box about the color run (bottom-left corner) there is a short text about The Color
Run, but it doesn’t give that much info. “The run is about celebrating hapiness, individualism, and give something back to communitiy” - Doesn’t tell more about the cause. Give back what?
-Is the content easy to read and colors scheme is ok?
Yes, no problem. But they use a lot of different fonts.
-If you could change one thing about the website? Why?
Maybe the white background, there is a lot of free space.
-Try to sign in and find the events? How is the navigation?
It was quite easy to find how to sign up, but in order to buy the ticket, I had to go from page to page which was quite annoying.
-What is your first impression of the site?
Site is very colorful
-Where is the site identity/logo? Ask what do they think about the logo?
Website is very colorful. When I hovered over The Color Run logo, it changed to something
else, which was quite annoying.
-What is the name of this site?
The Color Run
-What benefits do you think you will receive from this site?
Information about the run, how to buy tickets.
-Where is the link for the home page?
The Color Run’s logo is the link.
-Where are you in relation to the home page (Breadcrumb trail)?
Home page
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USER TEST QUESTIONS AND ANSWERS
8. APPENDIX
Respondent No 3Name: SandejsAge: 25 yearsFrom Latvia
-Ask the user if they know about this event or if they heard about it. If yes, where? If no, explain briefly?
He didn’t hear about the campaign.
-What is the purpose of the website? Can you tell what the page is about?
To let people know about the event.
-Is there anything missing on the website, you are expecting to see?
Information related to buy tickets is not available on the homepage. One has to go through differ-ent pages to find information.
-Are the images and video relevant to the website?
Yes, very colorful
-Is there anything which you think is hidden?
The information about tickets and the charity or-ganization is missing.
-Is the content easy to read and colors scheme is ok?
Text used on the website is too small but colors are ok.
-If you could change one thing about the website? Why?
I want to change event schedule and make tick-et’s info more clear and visible.
-Try to sign in and find the events? How is the navigation?
Sign in is confusing, it has to be Buy now. Event’s info is not clear.
-What is your first impression of the site?
It looks like sports event.
-Where is the site identity/logo? Ask what do they think about the logo?
Logo is good but hovering effect on logo is dis-turbing. 5K is confusing.
-What is the name of this site?
The Color Run
-What benefits do you think you will receive from this site?
It is not clearly written on the website.
-Where is the link for the home page?
No button for home page.
-Where are you in relation to the home page (Breadcrumb trail)?
It is not clear
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POSTERSKETCHES
8. APPENDIX
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POSTERSKETCHES
8. APPENDIX
100
POSTERSKETCHES
8. APPENDIX
101
MERCHANDISINGSTUFF SKETCHES
8. APPENDIX
Eco bag sketches
102
MERCHANDISINGSTUFF SKETCHES
8. APPENDIX
Detergent sketches
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MERCHANDISINGSTUFF SKETCHES
8. APPENDIX
Vitamin water sketches
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BUDGETPLAN
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THANK YOU FOR YOURATTENTION
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