Studio 3 – Project Management Review

Design, Graphic Design, Project Management

For the project I’ve been working on this trimester (Grinders Coffee House), I have completed all of the deliverables I set out to do from week 1. This was the¬†initial list I came up with:

  • Deliverables:
    • Logo
      • Stamp
    • Signage
      • A frame sign
    • Uniforms
      • T-shirt
    • Packaging
      • Take-away Cup / Cup Sleeve
      • Menu
    • Business Card / Loyalty Card
    • Video Advertisement
    • A1 Poster
    • Social Media pages
    • Icon set
  • Desirables:
    • Packaging
      • Coffee Beans / Cold Press Bottle Label
    • Decor of caf√© & style furniture
    • Signage
      • Storefront Hanging Sign / Window Sticker
    • Website

While I have completed everything on the list, my project management and time management had to be looked at a few times. At the beginning of the project I sat down and came up with a schedule, giving tasks some due dates. Throughout the course of our 13 week trimester, I have had to change the due date for particular deliverables a few times as I had not completed them as I had previously scheduled. For example, I had originally planned to do the filming and editing of the ad in week 9 but due to my planning and organisation (finding a cafe and getting permission to film their, scheduling for when both myself and my cameraman were available, etc.) we didn’t do the filming until week 11/12.

Most times I start a project I just want to get straight into the moodboard research, styles, and concepts and stuff and I kind of skip past the project management step. Therefore, for any future projects I need to put more thought into the planning process. One way I can do this is by¬†thinking through each deliverable a bit more and if there are things I need to set up before each one can be started. I should also think through each item I’m putting on the deliverable list (and desirable list) – is it necessary? does it suit the project? how can it be used? will it benefit the final product? I just need to ask and list out more questions as I think through the task list.

Studio 3 – Storyboard

Design, Graphic Design, Marketing

Hey guys! I’ve been working hard on my project as we only have a few days left before it’s all due. One of the final learning outcomes is making a short ad for my cafe.

The first step was thinking through the style of ad I wanted and what type of shots I would want in it.¬†After a bit of research I wrote out a “shot list” (I think that’s the right terminology). This is the list of shots I came up with:

  • Street view
    • 2 angles because it’s a corner cafe
      • pan up one side of building (past window)
      • pan from other side
      • maybe further away shot of cafe (from across the street)
  • walking into the cafe
  • pan of coffee machine
  • tamping coffee grind
  • setting up a coffee shot
  • shot dripping out
  • people¬†talking or laughing
  • pan of outside area
  • someone holding a cup
  • pouring milk
  • sipping coffee
  • people chatting
  • food in cabinet
  • cup on the bench

I’ve also drawn up a bit of a storyboard (don’t judge me because it’s the first one I’ve done and I don’t think I’m much of a drawer – stick figures for the win!).

new doc 35_1new doc 35_2new doc 35_3

I will be uploading the video soon so stay tuned.

Studio 3 – 5 C’s of Marketing

Culture, Graphic Design, Marketing

Another marketing concept we’re learning about is the Five C’s. They are used to analyse five key areas of a company and is useful when developing a marketing strategy. The five C’s are company, customers, competitors, collaborators and climate.

I have looked at each of the five C’s in relation to the cafe branding I’m working on. Check it out below.

  1. Company
    • Grinders¬†is a new cafe opening in Brisbane. They specialise in coffee but offer breakfast, lunch and a range of other drinks. There will be a large focus on building relationships with the loyal customers.
  2. Customers
    • Target audience: the range of the target audience is quite large; from young families to young adults and even through to the older generation. Coffee lovers. Low income and high income.
    • Frequency: Daily (hopefully)
    • Quantity: Coffee (or other drink purchase), coffee and a meal, delicious snacks.
  3. Competitors
    • Grinders will have a number of competitors – like every other cafe in Brisbane (especially the surrounding area).
    • Any cafe that specialises in coffee.
    • Cafes in West End come and go a fair bit so it would be important to stand out from the competitors.
  4. Collaborators
    • Grinders would have a few partners
      • Coffee supplier (fair trade, ethically sourced)
      • Tea supplier
      • Food supplier
    • We’d like to be able to support and build relationships with local small businesses who are in the same or surrounding area to our cafe.
  5. Climate
    • I believe the cafe market is growing at the moment.
      • Especially trendy, hipster ones.
    • People seem to spend more time at cafes these days – buying behaviour is increasing.
    • New technology for taking orders (apps).

Using this, along with the SWOT analysis I did previously, can help show a picture of what it would be like to enter into the cafe market and help to develop a strategy that could help the process.

Studio 3 – Slogans

Design, Graphic Design, Marketing

Sooo…I may have forgotten to post this blog a few weeks ago when we were looking at slogans. But better late than never, right? A slogan can be really useful for your brand.¬†You may already know what a slogan is but I’m going to define it for you anyway. It’s “a¬†catch phrase or small group of words that are combined in a special way to identify a product or company” (Small Business Encyclopaedia, n.d.). A slogan is used to convey the vision of the company – a brief and catchy phrase that can be used in advertising, poster, uniforms, etc. It¬†becomes a reminder of what makes the company special.

This article (22 Companies With Really Catchy Slogans & Brand Taglines by Lindsay Kolowich) had list some characteristics that make a great slogan:

  • memorable
  • includes a key benefit
  • differentiates the brand
  • imparts positive feelings about the brand

Here’s a few examples of slogans I found:

Nike – ‘Just Do It’ (classic)

Apple – ‘Think Different’

L’Or√©al¬† – ‘Because you’re worth it’

Maccas – ‘I’m loving’ it’ (another classic)

Adidas – ‘Impossible is nothing’

Energizer – ‘Keep going and going and going’

 

 

Studio 3 – Porter’s 5 Forces

Design, Graphic Design, Marketing

Another marketing tool – Porter’s 5 Forces. This tool can be used to identify and analyse the competitive forces that are shaping different industries. By knowing and understanding where the power lies in the industry you are entering, you can gain a competitive edge over the competition. ¬†These are the five forces:

1. Competition in the industry;

2. Potential of new entrants into the industry;

3. Power of suppliers;

4. Power of customers;

5. Threat of substitute products.

Again, using this tool for my cafe, this is what I’ve come up with (using a worksheet from mindtools.com):

Screen Shot 2016-08-03 at 11.11.01 AM

And from this worksheet I have concluded the following:

  • The competition in the industry is extremely high as there are numerous cafes, that are similar in style to Grinders Coffee House.
  • The threat of substitution is strong because customers can choose to go to other cafes for their coffee.
  • Buyer power is weak¬†as there are a high number of them and they are a fragmented audience (customers vary). Therefore the industry (the cafes themselves) can set the price.
  • Suppliers would have some power as there are a lower¬†number of them in the market.
  • The threat of new entry is medium. There are costs involved in setting up a new cafe,¬†a lot of time to put into it and some specialist knowledge would be required.

References:

  • Investopedia ¬†– ¬†http://www.investopedia.com/terms/p/porter.asp
  • Mindtools ¬† ¬† ¬† –¬†https://www.mindtools.com/pages/article/newTMC_08.htm

Studio 3 – SWOT Analysis

Design, Graphic Design, Marketing

Today we are looking more at marketing and the¬†tools that can be used to improve your business. The first one is SWOT analysis. This is a good tool because it looks at your business’ strengths, weaknesses¬†so you can understand them and then determine any¬†opportunities that exist and threats you might be facing.

I found this website useful in developing my analysis and they had a handy worksheet too:

SWOT Analysis at mindtools.com

For my café, Grinders Coffee House, this is the SWOT analysis I developed:

STRENGTHS WEAKNESSES
  • It‚Äôs a new and different caf√© opening up ‚ÄĒ some people like to try new ones
  • It‚Äôs new ‚ÄĒ can create hype of the new caf√©s grand opening
  • Ethically sourced, good quality coffee
  • Family based caf√©
  • Good customer service
  • The caf√© has little market presence or reputation
  • Similar product range to other caf√©s
  • New staff who will have to get to know each other well in order to create a good atmosphere
  • Cash flow could be unreliable when caf√© is first opened
OPPORTUNITIES THREATS
  • Caf√©s are very popular at the moment ‚ÄĒ booming market
  • Location – key to building up regulars
  • A place where people can come to relax
  • Efficient ordering system with new technology (apps)
  • Choosing a fair-trade coffee bean supplier (or sourcing a new one) and ensuring the workers are being treated ethically
  • Competition of surrounding caf√©s
  • Finding a suitable location where the caf√© will thrive
  • Funds needed to start the caf√©
  • Ensuring the caf√© meets OHS standards before opening ‚ÄĒ cost of that
  • Meeting government regulations

Studio 3 – Marketing Persona

Design, Graphic Design, Marketing

 

A marketing persona is a made up, general representation of a company’s¬†possible customers/target market. They are helpful in marketing and advertising because they can help focus where a business should be advertising – for example the types of social media they are on¬†or what types of magazines the customers may read. It is a way for the business to get into the mindset of its target market it wants to attract and understanding them and the best ways¬†to reach them. Once you know your target market you can customise your¬†message and it’s content to better reach them.

I have created three marketing personas of potential customer’s to my cafe:

Marketing PersonasMarketing Personas2Marketing Personas3

References

How to Create Detailed Buyer Personas for Your Business¬†–¬†Written by¬†Pamela Vaughan

Studio 3 – Social Media Campaigns

Graphic Design, Marketing, Social Media

This week we looked at the power of social media in advertising campaigns.

#lastselfie – a Snapchat campaign by WWF

They used snapchat selfies of endangered species using the fact that after the short time allocated for the snapchat, they simply disappear before your eyes…as they will do in real life if we don’t take action. So in the snapchat video they actually have a call to action, asking for help by sharing, adopting an animal, or donating through SMS.

Their results:

“After one week, 40,000 tweets hit 120 million twitter timelines meaning 50% of all active twitter users were exposed to it. With headlines in more than 6 languages #LastSelfie raised global awareness and in just three days WWF reached their donation target for the entire month.”

12,000 Mini Miracles ‚Äď West Jet

WestJet wanted to encourage their 12,000 employees to perform mini miracles. They gave out free trips, christmas dinners, filled up petrol, gave out warm blankets to homeless and heaps more. Their aim was to do 12,000 miracles in 24 hours and they ended up doing almost 32,000 in that time with a video of each mini miracle (or the majority, I guess) to be submitted to social media.

Their results:

“The campaign¬†was mentioned in 400 media outlets in 214 countries with over 2 billion media impressions!” They earned¬†$2,260,930 in media value.¬†For a list of their actual results go to this link.

Wouldn’t it be yummy? –¬†Lays

This campaign challenged users to submit ideas for Lays’ next chip flavour by submitting online, through a Facebook app or via SMS. They got over 4 million flavour ideas submitted.

Their results:

After 3 finalist flavours were created there was another vote with over 1 million people interacting through Facebook, Twitter and texting. They used the campaign in two ways –¬†letting consumers know that they wanted to know their opinion and it also gave them a voice in product development. The campaign tripled Frito-Lay’s U.S. Facebook fan base and boosted sales by 12 percent nationwide.