fusiondesign cape town - kids clubs research 2010
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Brand Diamonds
Kids Clubs Research
Brand Diamonds
Kids Clubs Research
Fusion Faceted ApproachFusion Faceted ApproachFrom Research to Communication
• Research is # 1
• The Brand Message?
• Communication Channels?
• Message to Stakeholders?
• Analysis & Measure!
• Adapt
Research is # 1Research is # 1
Analysis & MeasureAnalysis & Measure
The Club Personality?Kids Club - building blocks
Club Personality
- The Voice & Look
- Mascot / Characters
- Personality
- Tone of Communication
- VIP feeling
- Purpose
Target Market?
Target Market
- Age group (10yr tweens / teens)
- Target Market Likes & dislikes
- Parents
- Languages
- Knowledge of technology
- Marketing Channels
- Suitable Social Networking
Club Members - through research
Purpose of the Club?Kids Club - building blocks
Purpose of the Club
- What do youth gain
- information / a cause / giveaway
- What do parents gain
- Ethical Marketing & safety of kids identity
- Indirectly build brand awareness
- Increase sales
What all Kids Clubs have in common Purpose & Ethos
> Positive Pester Power > Pulling Adults > Pulling Youth
Case StudyCase StudyCity Sightseeing Cape Town - Kids Club Character
Personality of the kids club
• fun
• informative
• kids-friendly (for us too)
• rewarding
Website
Online Newsletter
Giveaways(that are educational)
Printed Ads & Promotions
Ad Campaign in Various Publications...
Sources: From the Web, Wikipedia & Interviews
ResultsAnalyse & Measure = ROI
AnalysisAwareness, Members & Sales Increased
AwardedTop 5 ‘things to do In Cape Town byMy Child magazine -2010
ROIKids & Adult Ticket Sales increased
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