This week we possibly moved in a slight wrong direction by jumping ahead. I guess it is because we are all eager to move to the actual designing and making phase and move out of the planning and research phase but we soon realised that we would not actually make headway if we didn't finish it up as it would be misinformed. What we started working on this week was the campaign's logo which was to work out our tone and give us some "brand guidelines" as essentially we are creating a brand and for the will of a better metaphor, our product is the interactive element on our website.

After speaking with Donna on Wednesday however, she brought up a very good point that knowing what our deliverables are is great, but because this is a transmedia campaign there needs to be some sort of rollout plan. This will guide us in terms of how we create the media as if something has been launched earlier that something else, the more recent thing usually points back to the first one so as to reinforce the idea. We figure the best way to do this is to first properly define the media that we want to use so we know exactly what will be interacted with. And the best way to do that is through multiple journey maps, to see where our "consumers" would see or interact with the media that ultimately points them to the website and to see if there is anything we haven't yet looked at. As mentioned in the previous blog, the design across all of these will be cohesive so it is clear that it is all part of the same campaign and through the research we have done so far it looks as if what we want to do is essentially run this like a viral marketing campaign. From what we can see, it is difficult to research rollout plans as everyone is really different and unfortunately the bad ones don't get any air time because people don't know about them so we only get the good side. However, what we can do is look at other viral campaigns and see what they did well and by cross checking them we can see what they all didn't do and essentially that becomes our "bad list". A couple of great local examples would be Onzo and Lime Scooters which literally appeared in the city overnight with their name on them and no explanation so people did some research, found out what they were and then because they had invested time into learning about them they were more likely to get on board (Reference needed) Both of these but particularly Lime have the added benefit that they are both fun things to use, which sways in our favour as we intend to make our web app playful and fun to use too. We are also going to look more into how to successfully run the particular aspects of the campaign (i.e instagram, print media, video), this way we have an idea of how to make those things work effectively individually and then map out how they would work together.

The other key thing we realised this week (which is thanks to the design work we did) was that we need to setup a focus group to test our ideas on. And by that I mean all aspects of the campaign and not just which logo they think works better. As the project is for NZ Blood we can't make it public until it is "ready for market" so by setting up a small focus group we can get the public reaction we need to optimise it so that it is polished when we give it to NZ Blood. As we plan on inviting NZ Blood to open studio what we want to present is essentially the entire campaign, ready to give to them in a nice package with clear instructions on how to run it. Therefore, this next week the goal is to put down exactly what we want to present specifically, for example 10 different billsticker posters, 30 instagram posts, etc... . The rollout plan we will create too will essentially be an instructional manual on how to run it so that we could literally hand it off to them and they have it go just as we planned, so that will be included in our list of deliverables.

https://thespinoff.co.nz/auckland/31-10-2017/what-are-all-those-black-and-yellow-bikes-doing-on-aucklands-bike-racks/