captain cheddar marketing keynote

MARKETING PLAN.CAPTAIN CHEDDAR

CAPTAIN CHEDDAR IS A NEW APP THAT WILL BE HITTING THE MARKETPLACE WITHIN THE NEXT FEW MONTHS, I AM GOING TO BE DOING THE BRANDING & MARKETING FOR THIS APP. THE GAME IS A FISHING BASED GAME.

Wednesday, 2 July 2014

WHAT IS CAPTAIN CHEDDAR?

The game:

Captain Cheddar is a free to download fishing based game for the app store. You play the main character ‘Captain Cheddar’ who is manning his boat and you are in charge of controlling the hook at the right time to catch a certain amount of fish in a certain amount of time.

The controls:

The controls of the game are simply pressing the space bar/holding the screen, holding the screen will make the hook go down, letting go will allow the hook to come back up.

The Levels:

Each level you progress through the game gets harder, whether that’s by the score you need to reach going higher, or the time you have to reach the target score lowering.

Video of game:

http://vimeo.com/88442741


WHO WILL PLAY CAPTAIN CHEDDAR?

The Audience:

The game’s target audience is older Children and teens, (12 - 18) this is because the game is very PG and very simple, not something you would see a 20 year old gamer playing. It also appeals to teens because it’s played on a smart phone, it’s well known that most teenagers have smartphones, compared to the older audience.

‘Ty’

Ty is a 15 year old boy who we think our game would appeal to. He spends a lot of his time on the internet, he enjoys websites such as Twitter, Facebook and YouTube. Ty spends a lot of time on his smartphone, and also plays lots of apps on it. Games he enjoys are ‘Candy Crush’ & ‘Angry Birds’ these are the types of games who would appeal to the same audience Captain cheddar would.

Research:

From doing research into our target market (Children and teenagers) It seems to be that most of them will spend more time on YouTube than watching TV this means that using a traditional format of advertising (TV) is not going to be cost effective for what we want. We have looked at some of the stats from sites such a DMR, and YouTube. From all of this we have decided that going through YouTubers would be cheaper, and better for promotion.


WHY IS CAPTAIN CHEDDAR FREE?

Research:

After researching into our target audience (12 - 18) we looked at who is more likely to spend money on an app, and it isn’t until teenagers about about 15/16 they will actually spend money on apps, so we decided this would cut out to much of our audience, so we have put the game to be a free download so it appeals to a wider audience.

Free apps:

Free apps over the past few years have become a lot more popular, and a lot more normal, in this year it’s more likely for you to see an app for free than one that costs, purely because free apps get downloaded more and people are competing so much that putting a game out that costs money from a new developing just wouldn’t sell. In 2013 90% of apps on the app store are free.


IPHONE SCREEN AND APP STOREANALYSIS

PHONE SCREEN: I HAVE CHOSEN THESE APPS TO GO ON THE HOMESCREEN BECAUSE OUR TARGET AUDIENCE ARE YOUNG KIDS/EARLY TEENS AND THEY ARE THE KIND OF PEOPLE TO HAVE LOTS OF GAME APPS (THESE WOULD TEND TO BE FREE APPS AS THEY DO NOT HAVE THE MONEY TO BUY APPS.) THEY ALSO MAY HAVE SOCIAL NETWORK APPS SUCH AS INSTAGRAM AND TWITTER.


APP STORE AGE RATINGS.

MY GAME IS RATED 4+ AS THERE IS NO DRUGS, IMITABLE BEHAVIOUR, BAD LANGUAGE, NUDITY, SEX, THREAT AND NO VIOLENCE. THE ONLY THING IN THE GAME THAT IS QUESTIONABLE IS THE FACT FISHING IS A BLOOD SPORT, BUT IN THIS GAME THE FISH SIMPLY DISAPPEAR AFTER THE HOOK TOUCHES THEM.


CAPTAIN CHEDDARFACTS & FIGURES

I HAVE PLACED CAPTAIN CHEDDAR AT THE BOTTOM OF THE CHART, AS CAPTAIN CHEDDAR IS A VERY CASUAL GAME, IT REQUIRES VERY LITTLE SKILL/KNOWLEDGE TO PLAY. I HAVE ALSO PLACED IT IN BETWEEN MAINSTREAM AND NICHE, AS THE GAME IS FISHING RELATED WHICH ISN’T A HUGELY KNOWN GENRE, HOWEVER GAMES LIKE THIS DO EXIST AND DO SOMETIMES WORK WITHIN THE MAINSTREAM APP PLAYING SCENE.

CAPTAIN CHEDDAR’S AUDIENCE IS A HUGELY DOMINATED BY ‘ACHIEVER GAMERS’ - THIS IS BECAUSE OUR GAME IS VERY ACHIEVEMENT BASED, AND MAKES PEOPLE WANT TO KEEP GETTING MORE AND MORE ACHIEVEMENTS. THE NEXT BIG MAJORITY OF THE AUDIENCE IS ‘KILLER GAMERS’ THIS IS BECAUSE THE GAME ALSO HAS A SCOREBOARD WHICH KILLER GAMERS WANT TO BE AT THE TOP OF. THE SMALLEST PERCENTAGE IS SOCIAL PLAYERS, THESE ARE THE PEOPLE WHO WILL BE SHARING THEIR SCORES TO FACEBOOK WITH THEIR FRIENDS, THIS IS ONLY A SMALL PERCENTAGE AS IT’S NOT A HUGELY POPULAR THING TO DO.


ANGRY BIRDSAPP LOGO ANALYSIS

I HAVE DECIDED TO LOOK AT THE ANGRY BIRDS LOGO, AS ANGRY BIRDS APPEALS TO THE SAME AUDIENCE AS CAPTAIN CHEDDAR.

DESIGN: THIS APP LOGOS DESIGN IS CELL SHADED, IT GIVES OFF A STRONG VECTOR IMAGE LOOK. IT HAS A VERY PROMINENT BLACK OUTLINE TO MAKE THE CHARACTER STAND OUT. IT ONLY HAS 3 DIFFERENT LAYERS: THE ANGRY BIRD, THE CLOUDS & THE BACKGROUND.

WHAT I LIKE: I REALLY LIKE THE SIMPLICITY OF THIS DESIGN, I THINK THIS IS WHY IT APPEALS TO THE YOUNGER MARKET. I ALSO LIKE THE BACKGROUND OF THIS IMAGE A LOT, I AM HOPING TO USE A SUNRISE GRADIENT IN MY LOGO TOO.

WHAT I DON’T LIKE: WITH THIS DESIGN THE ONLY THING I DON’T LIKE ABOUT IT IS THAT I THINK THE CHARACTER IS TOO BIG ON THE APP, I THINK IT SHOULD BE SLIGHTLY SMALLER AS IT’S A BIT OVER POWERING AS IT IS.


APP STORE DESIGN IDEAS

SHAPE: INSURE THAT THE SHAPE IS THE SAME AS THE APP STORE REGULATIONS, MAYBE YOU COULD ADD SHAPES WITHIN THE ICON BADGE.

SIZE: USE THE APP STORE GRID TO HELP WITH GETTING A GOOD SIZE FOR YOUR APPS FOREGROUND, THIS IS USUALLY KEPT WITHIN THE BIGGEST CIRCLE OF THE GRID.

COLOUR: USE THE SAME COLOUR SCHEME AS THE GAME TO KEEP CONSISTENCY THROUGHOUT OUR APPS MARKETING SCHEME. THIS MEANS IT IS MORE DISTINGUISHABLE AND PEOPLE WILL REMEMBER THE COLOURS AS THE ‘CAPTAIN CHEDDAR COLOURS’

TEXTURE: INSTEAD OF USING BLOCK COLOURS WE COULD USE DIFFERENT SHADING TECHNIQUES, DIFFERENT TEXTURES E.G BRUSH STROKES ETC.


CAPTAIN CHEDDARIOS APP INTIAL IDEAS

CHARACTER ICON

TITLE-AS-TEXTICON

ABSTRACTICON

THEMATICICON

LANGUAGE-AS-IMAGEICON

GAMEPLAYICON


IOS APP IDEASFEEDBACK

CHARACTER ICONZOE:

ZOE:

ZOE:

I CHOSE TO GO FOR A SIMPLE DESIGN AS I THINK THIS REFLECTS THE SIMPLICITY OF THE GAME, I CHOSE TO HAVE THE MAIN CHARACTER AS HE’S WHAT YOU SEE ON THE MENU SCREEN TOO. I USED A YELLOW/BLUE COLOUR SCHEME TO FIT THE SAME COLOUR SHCEME AS THE GAME.

IF THIS GAME WAS WELL KNOWN IT WOULD BE OBVIOUS THAT IT’S A CAPTAIN CHEDDAR GAME BECAUSE THE

CHARACTER WOULD BE WELL KNOWN. GOOD USE OF THE MAIN IMAGE, THE COLOURS CONTRAST REALLY WELL. MAYBE YOU COULD TRY CHANGING THE SIZE OF THE

CHARACTER?

I LIKE THE COLOURS USED, IT’S BRIGHT AND EYE CATCHING. THE COLOURS USED FOR THE BACKGROUND

WORK REALLY WELL, THE BLUES MATCH THE REPRESENTATION OF THE SEA.

THE DESIGN IS CLEAN AND CREATED WELL. IT’S SIMPLE BUT EXTREMELY EFFECTIVE, IF THIS IMAGE WAS AN APP ICON I WOULD BE DRAWN TO IT. TO IMPROVE I THINK YOU COULD

MAKE THE BORDER A DIFFERENT COLOUR AS THERE’S QUITE A LOT OF BLUE IN IT.


IOS APP IDEASFEEDBACK

TITLE-AS-TEXT ICONZOE:

ZOE:

ZOE:

FOR THE TITLE-AS-TEXT ICON I CHOSE THE SAME FONT THAT IS IN THE GAME, A YELLOW/BLUE COLOUR SCHEME LIKE THE GAME, AND I CHOSE TO HAVE A TWO COLOUR BACKGROUND TO MAKE THE IMAGE A LITTLE MORE INTERESTING.

THE TWO SHADES OF BLUE AS THE BACKGROUND WORK WELL, IT LOOKS LIKE THE SKY AND THE SEA AND THE TITLE

IS SINKING. THIS SIMPLE DESIGN WORKS GREAT.

THE TITLES BLACK OUTLINE WORKS NICELY WITH THE REST OF THE IMAGE. THE OUTLINES THICKNESS DRAWS EYES

STRAIGHT TOWARDS THIS ICON.

KEEPING WITH THE THEME FOR CAPTAIN CHEDDAR THE RATIO OF BLUE AND YELLOW USED IS THE SAME AS IN THE

GAME WHICH CARRIES THE THEME NICELY.


ACTION PLAN FOR IMPROVEMENTS.

COLOUR IMPROVEMENTS: FROM LOOKING AT THE FEEDBACK I’VE DECIDED I AM GOING TO CHANGE THE BORDER COLOUR. (MY THOUGHTS AT THE MOMENT ARE TO GO THE SAME COLOUR AS THE MAIN CHARACTER IN THE ICON)

SIZE IMPROVEMENTS: IN THE FEEDBACK IT WAS MENTIONED THAT MAYBE THE SIZE OF THE CHARACTER COULD BE PLAYED ABOUT WITH MORE TO SEE IF THERE’S A BETTER SIZE, SO I’M GOING TO DO THIS WHEN I GO BACK INTO EDITING IT.

TEXT? - I HAD AN IDEA THAT MAYBE I COULD MAKE THE CHARACTER SMALLER AND INCLUDE THE TEXT FROM THE SECOND DESIGN IDEA THAT WAS PUT UP FOR FEEDBACK, AND PUT THE TEXT ABOVE AND BELOW THE CHARACTER. THIS COULD WORK WELL AS IT WILL GIVE THE PERSON WITH THE APP A MORE MEMORABLE ICON FOR THEIR PHONES.


DIRECT ADVERTISEMENT IDEA.YOUTUBE ADVERT.

The Ad Idea.

A very simple advert on YouTube that will be sent before videos of our audience via MCN’s (YouTube networks that distribute advertisements) these are the adverts that are non skippable at the beginning of a YouTube video.

The advert would be a background that is spinning, Captain cheddar would then appear in the middle with a little *pop* noise, the text would then appear with the same noise, and then it would changed to the “On the App Store now!” text with the same pop noise.

What is a MCN?

A multi-channel network is an organization that works with YouTube channels, to offer assistance in areas such as "product, programming, funding, cross-promotion, partner management, digital rights management, monetization/sales, and/or audience development" in exchange for a percentage of the ad revenue from the channel.


http://en.wikipedia.org/wiki/YouTube

http://en.wikipedia.org/wiki/YouTube

HTTP://VIMEO.COM/97326947




INDIRECT ADVERTISEMENTYOUTUBERS

We have decided that we are going to speak to certain YouTubers that have a similar audience to those that would enjoy Captain Cheddar, we would ask them to speak about or mention or play the game in one of their videos, a fee would be given to the YouTuber for the promotion relative to the amount of sales they push. For our budget a YouTuber with somewhere between 30,000 - 50,000 subscribers would be the best option. below are some examples.

SAM KING NIKINSAMMY JAKE BOYS39K 33K 50K


YOUTUBERSAM KING

The YouTuber we decided to talk to is Sam King (YouTube.com/Samkingftw)

Stats, YouTube:

- 39,250 subscribers.

- Over 1 million total views.

- 83.9% female audience | 16.1% male audience.

- 68.7% of audience is aged 13 - 17

- 55% of views are from the UK

- Top viewed video - 50,000 views.

Stats, Twitter:

- 22,000 Twitter followers

- Average of 5,000 mentions a month.

- Average tweet engagement (favs/retweets) 70+

- 85% female followers | 15% male followers

- 50% of followers from the UK


ADVERTISING WITH YOUTUBER

YouTube:

I have worked out the 68.7% who are subscribed to Sam are aged between 13 - 17. so of his 39,000 subscribers 26,793 is the audience we want. If 1% of this audience were to follow from him to our advert that takes them to the app store we could expect 268 downloads.

Twitter

On Sam’s Twitter he has 22,000 followers and if we were to gain 1% of this following from working with him this could put our followers up by 220 which we could then use for our twitter promotional plan (see page 18).

Sponsorship deal:

Video Sponsorship: Sam could do a review, or reaction to Captain Cheddar, in the video he would shout out the Captain Cheddar social networks, and then the YouTube ad we created would play at the end which people could click on and it would take them to the game on the app store.

Twitter Sponsorship: Sam could run one of our twitter competitions on his Twitter, this would get a lot more people involved than if we did it off the Captain Cheddar Twitter. Through doing this people would download the app, as well as tweet about it etc, the winner could win some sort of merchandise.


‘FISHING FRIDAY’PROMOTIONAL IDEA + PROMO PICTURE

Fishing friday:

‘Fishing friday’ will be a social marketing campaign run by the Captain Cheddar Twitter handle. On the Twitter account there will be a set time e.g 1:00pm - 5:00pm where users can send in their best scores of the day via the ‘Share’ button within the app, this will send out a tweet automatically saying “I just scored *SCORE* in @CaptainCheddar, can you beat me?”

The person with the highest score between those hours will win some Captain Cheddar merchandise. Not only does it promote the Twitter account and the game, with the merchandise they win they will be directly advertising us via wearing the merchandise with the logo on it.


‘FISHING FRIDAY’TWITTER STATISTICS

Adding a picture?

With this competition we are also going to have an image uploaded with the tweet, this picture will give more info on how to enter, the time and will also make the tweet stand out more.

Why?

After looking into Twitter statistics we found that by adding a picture can hugely boost the interactivity with the tweet.

Also by adding a hastag you can inscrease your tweets engagement, so we will be adding #FishingFriday to our tweet too.


‘FISHING FRIDAY’TWEET

The Tweet:

With this new picture on our tweets for ‘Fishing Friday’ you can see how much more it stands out on the timeline compared to a normal tweet.


CAPTAIN CHEDDAR T-SHIRTSPRICES.

Where?

After looking at lots of different places that could print our t-shirts, we chose Merch Asylum, they do screen printing for lots of well known companies, so we trust that they are going to produce the quality we want.

Production cost.

The prices of the t-shirts for a 4 colour print, would be £300 per 50 t-shirts. this would mean that per t-shirt it would cost £6 each to produce.

Post & Packaging

Post and packaging for a T-shirt will cost £1.80 per small parcel (t-shirt) via second class post. this will put the production cost up. (Royal mail website)

Total cost:

In total It will cost us £7.80 to make and send the t-shirts in the post. If we were to sell them we could sell them for £15 and make £7.20 profit on each t-shirt.


FINAL PRODUCT - T-SHIRTS.


FEEDBACK ON ALL OUR PRODUCTS.

ZOE: THE STREAKED EFFECT OF THE LIGHT AND DARK SHADE OF BLUE MAKES THE PICTURE VIBRANT AND EYE CATCHING, THE POSITIONING OF CAPTAIN CHEDDAR IS ALSO NICELY PLACED IN THE CENTRE. THE PIRATE-LIKE THEME OF THE TEXT ALSO IS SUITABLE TO THE GAME, WITH THE COLOUR MATCHING THE COLOUR OF THE CHARACTER.PERHAPS AN IMPROVEMENT TO BE MADE COULD BE PERHAPS INSERTING THE COMPANY LOGO.

JACOB: THE VIDEO IS VERY WELL DONE AND PROFESSIONAL LOOKING. THIS WILL HELP ESTABLISH YOUR GAME APART FROM THE REST OF EVERYONE. GOOD, MARKETING TOOL!

SCOTT: I LIKE THE SIMPLICITY OF THE DESIGN AND THE WAY ITS STILL RECOGNISABLE AS CAPTAIN CHEDDAR DESPITE NOT HAVING THE MAIN CHARACTER ON THE T-SHIRT, THIS IS DUE TO THE RECOGNISABLE EYES AND BOLD WRITING.


USING DATA TO CREATE MARKETING AIMS.

Primary:

From looking at the data we calculated with Sam, we expect when working with Sam we would recieve about 1% of his YouTube audience to download our app, this works out at a total of 390 downloads. With this figure in mind, and wanting to work with more than just one YouTuber, we have set ourselves a primary target of 500 downloads in the first month.

Secondary:

After looking at Sam’s Twitter profile, we worked out that about 58% of his YouTube audience follow him on Twitter, using this we can calculate a realistic target for our Twitter follower count. Sam being an online personality people are going to want to follow him a lot more compared to an app. so realistically I think we could expect (if we recieved 500 downloads) that 20% of this would follow our Twitter account giving us 100 Twitter followers.

Promotional:

We would like to have given away 4 Captain Cheddar T-shirts via our Twitter promotion ‘Fishing Friday’ this would mean giving one away each week.


‘1MONTH PLAN’ RESEARCH

Start date:

From looking at data online, it’s showing that thursday & Sunday. The app store updates every Thursday so if you release it then you will have a whole week to possibly get featured, however If I released it on Thursday as a new developer we wouldn’t have an audience to see it until our first product placement video.

The first YouTuber Sam we’re working with uploads on Sunday so we’re going to release the game on that day too. This will mean any sales will be as soon as the game goes up which should put it up on the charts.

Sunday is also known to be a good day for releasing anything, Sunday is a very lazy day as not many people work on a Sunday, so people should be at their homes and be bored, and then download our app to cure that boredom.


1 MONTH MARKETING PLAN.

Week 1 Week 2 Week 3 Week 4

Sunday- Release game.

1st Indirect Advertisement with a YouTuber

- Make Twitter public

monday2nd indirect

advertisement with Youtuber

Release merchandise (indirect

advertisement)

tuesdayDirect advertisment

(YouTube 5 second ad)(runs for until end of the month)

wednesday

thursday

friday ‘Fishing Friday’ on Sam’s Twitter

‘Fishing Friday’ Twitter campaign

‘Fishing Friday’ twitter campaign

‘Fishing Friday’ twitter campaign

saturdayCheck sales and work out where we need to

push more


BUDGET

YouTuber Sponsorship deal:

For our sponsorship deals with 2 YouTubers, the price for something like this would cost about £250 for each YouTuber.

Direct YouTube Ad:

The YouTube advert that would be run through a YouTube Network would cost about between £0.07 - £0.15 per person it’s sent too, we can choose how many people we want to see it, so if we wanted it to be put in front of 1000 videos it would cost us between £70 - £150.

Merchandise:

T-shirts cost £7.80 each to produce and ship to a destination, we would order 10 to start off with, we only need this many because most (if not all) will be given away in competitions. 10 T-shirts would cost us £78

Total:

For the total I’m going to add another £100 on top of what has been stated above to cover things like travel, and other expenditures like setting up a website etc. comes to a total of £768


MARKETING PLAN FEEDBACK

I pitched my marketing plan to someone and they gave me feedback on my marketing plan, and I then used this data to help re-design/make changes to my marketing plan.

Changes that were made after feedback:

- More Twitter Statistics (Including graphs)

- Link predicted outcomes of indirect advertisement to create realistic marketing aims.

- More research into prices of merchandise

- Put slides in better order to link together better.

- Added slides talking about what your app is and how/why it is free.

- Added slide talking about why my ‘1 month plan’ starts on the day it’s done.

- Extra slide talking about YouTuber Advertisement.


captain cheddar marketing keynote

Entertainment & Humor

yellow blue colour scheme

captain cheddar

fishing friday

indirect advertisement

twitter account

marketing plan

app store

target audience