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Multimedia Management - One Document Transcript

  • 1. MultiMediaManagement (Redo)Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs3 februari 2012R.Weldam, J. Van Sintfiet & P.MechelsHogeschool Zuyd Maastricht
  • 2. Index1. Introduction 4 1.1 Team 4 1.2 Mission 4 1.3 Vision 42. Business models 5 2.1 The six engines 5 2.2 Business model canvas 73. Research 8 3.1 What is citizenship? 8 3.2 What is serious urban gaming? 8 3.3 Political parties in Belgium 9 3.4 Target group 10 3.5 Swot analysis 12 3.6 Confrontation matrix 134. Game concept 14 4.1 Our aim 14 4.2 Story 14 4.3 The game 14 4.4 Game visuals 165. Technical aspects 19 5.1 Mobile gaming 19 5.2 Application 19 5.3 Android, iPhone, Blackberry 196. Corporate identity 20 6.1 Logo 20 6.2 Color 20 6.3 Typography 20 2 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 3. 7. Marketing 21 7.1 Marketing mix 21 7.2 Marketing tools 22 7.3 Strategic objectives 23 7.4 Unique selling proposition 24 7.5 Marketing visuals 258. Finance 26 8.1 Costs 26 8.2 Revenues 289. Sources 30 3 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 4. 1.IntroductionIn this document we describe a concept and a business plan for a serious urban game thatwe developed during the case ‘Multimedia Management’ at the Hogeschool Zuyd inMaastricht. The given subject for the game is ‘citizenship’.1.1 TeamOur team consists of 4 students. Ben Daenen, Kristel Coolen, Kyrill Bruurs and Britt Peters. We allstudy Communication and Multimedia design. Ben and Kristel in Genk and Kyrill and Britt inMaastricht. We all have different competences which ensure that we have a completeteam.Specialties:AV, graphic design, creative, programming (different languages), basic After Effects,Premiere, text writing and marketing.1.2 MissionWe see a future where Belgium can become one country again. At this moment Belgium isseparated into three parts that speak different languages. Two of these parts namely theFlemish and the Walloon part don’t seem to get along very well. It is as if these parts don’tonly speak a different language but also they think they are completely different. But theyactually are not. They are all Belgians, part of the same country. They have the same soccerteam, the same politics the same sports and music heroes. But still they don’t get along.This is why our mission is to bring these population groups back together.1.3 VisionWe will bring these groups back together through the youth. For the older generation it isprobably too late to explain to them that Belgians are “one”. But the youngsters can stilllearn.But how are we going to do this. Well, in Belgium you are supposed to go voting when youturn 18. But another thing Walloon and Flemish youngsters have in common is that they don’tknow anything about politics. They don’t know what any party stands for. So how can theyvote then? They just mark the same things their parents vote for. This way nothing can everchange in that country.If we can make these youngster more political aware and show them what political partiesconnect to their ideas, they will also see that the rest of Belgium has parties that have thesame ideas as the ones in their part. For example, the Flemish youngsters will understand thattheir Open VLD has a lot in common with the Walloon MR.Therefore our vision is to bring two parts of a country back together by improving the politicalawareness of youngsters. 4 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 5. 2. Business models2.1 The six enginesWhoWe are CMD students with a vision. We want to work together with the Belgian governmentto make politics and voting popular again. And show youngsters that every vote counts.We have the knowledge and the creativity to make a change and help youngsters beingmore aware of politics. Therefore we use all our talents like web development and storytellingto produce a game to make this happen.WhatThe target is to develop a concept of a serious urban game about “citizenship”. This is a verycomplex and broad subject, so we narrowed it down. This serious urban game will be aboutpolitics and more specifically about the political awareness of Belgian youngsters betweenthe ages of 17 and 21. We choose this topic because of our target group analysis. We foundout that these Belgian youngsters are first time voters, but don’t know what they are votingon. This is going to change when they play the game. If we can make them more awareabout politics, they can change an entire country. Therefore our aim is to bring together twodifferent kinds of people through proper political awareness. When the youngsters know whatpolitics are all about and know what they vote for, this will bring Flemish and Walloonyoungsters closer together and it will make them ‘ONE’.WhereThe target group is Belgian youngsters. Therefore the game will take place in Belgium, andmore specifically in the capital Brussels. The game can be played in an area of 2 km of amain point in the game.There is only one starting point because the groups are put together by an internet test andtravel from their schools to this starting point. If there were more points, starting the gamewould get too difficult.WhenThis game will be played as a preparation for the upcoming elections in October. That’s whythe game will begin in May 2012 end will end September 2012. By starting this early andstopping right before the elections we hope these youngsters will be fully prepared and knowwhat party best meets their ideas. By not stopping before September we hope our game willstill be fresh in the memory of the first time voters.HowThis serious urban game will work on almost all smartphones. The application is built for iOS,android and blackberry. There will not be a version for Windows phone because there areonly a few Belgian users of this platform. Also GPS is needed to play this game, this GPS systemwill interact with the mobile device and give the direct location of the gamer and the target.The most exciting part of the game is that it isn’t an individual game. Everyone is part of ateam based on the contestants’ political views. This way other team members can helpgetting to the targets and help the individual players win the game. 5 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 6. WhyIn our target group analysis we found out that first time voters don’t know what they arevoting for. They just aren’t interested in politics and just vote on the same parties their parentsvote on. This way young people keep voting on the same parties as their parents and nothingever changes. Therefore we need to inform them about the importance of politics and helpthem in their search of finding a political party that has ideas close to the youngsters’individual ideas. 6 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 7. 2.2 Business model canvasBelow is the business model of game. The red numbers in the model refer to the chapter in the report where we define the subjects. 7 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 8. 3. Research3.1 What is citizenship?It is about how we live together in our communities and about how we ‘get on locally,nationally and globally. It is about ensuring that everyone has the knowledge and skills tounderstand, engage with and challenge the main pillars of our democratic society - politics,the economy and the law.Why is it important?The values of democracy, justice, equality and inclusion have been long fought for but areeasily neglected and abused. This is especially true when faith in politics is low and economictimes are tough. The best way to guard these values is to develop well-informed, educatedcitizens with the confidence and appetite to take part in society; to question injustice and todrive change. The best way to guarantee a brighter future for all is to create a society inwhich we all understand our rights and responsibilities and in which everyone is equippedand ready, to play an active part.3.2 What is serious urban gaming?Serious games refer to those games or equipment that may accompany gaming systems orcomputers that are used to play “games” where the principal intent isn’t amusement orpleasure. Instead, these games can have multiple objectives and can be constructed formany different audiences. They may be primarily teach oriented games, which aresometimes also called edutainment and may most be targeted toward younger audiences.Or they can be for those people who possess high level skills in certain areas, such as surgeryor combat, and the game allows simulation of actual equipment or manoeuvres performed.Some serious games involve multiple players in complex marketing scenarios where peoplelearn how to persuade, and others are created to advertise the products of a company.Typically, the modern definition of serious games includes software and hardware on anycomputer gaming platform required to operate the game. However, there have been manyserious games that pre-existed widespread development of the computer, including anumber of simulation games. Unlike a simulation game that might be played for purelyamusement, military simulation games, or those employed by organizations like NASA, weremeant to teach, so that actual game playing could result in higher order skills. 8 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 9. 3.3 Political parties in BelgiumBelgium has a lot of different political parties. This because of the language difference. Everypart has his own political parties. Belgium has Dutch-speaking parties (the Flemish), French-speaking parties (Francophone) and German speaking parties. Besides that, there are alsosome small minor parties. Below a list of all the political parties in Belgium.Flemish • Christen-Democratisch en Vlaams (CD&V) • Groen! • Lijst Dedecker (LDD) • Nieuw-Vlaamse Alliantie (N-VA) • Open Flemish Liberals and Democrats (Open VLD) • Socialistische Partij Anders (SP.A) • Vlaams Belang (VB) • VLOTTFrancophone • Centre Démocrate Humaniste (CdH) • Ecolo • Mouvement Réformateur (MR) • Front National (FN) • Parti Socialiste (PS) • Fédéralistes Démocrates Francophones (FDF)German • Christlich Soziale Partei (CSP) • Partei für Freiheit und Fortschritt (PFF) • ProDGMinor partiesBilingual/Unitarian • Belgische Unie - Union Belge (BUB) • Club républicain wallon pour lIndépendance, la Dignité et la Liberté de la Wallonie • Comité voor een Andere Politiek - Comité pour une Autre Politique (CAP) • Front nouveau de Belgique (FNB) • Internationaal Verzet - Résistance Internationale • Internationale Arbeidersliga - Ligue Internationale des Travailleurs • Ligue communiste révolutionnaire - Socialistische Arbeiderspartij (LCR-SAP) • Linkse Socialistische Partij - Parti Socialiste de Lutte (LSP-PSL) • Rassemblement Wallonie-France • Parti Humaniste - Humanistische Party (PH-HP) • Partij van de Arbeid van België - Parti du Travail de Belgique (PVDA-PTB) 9 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 10. Others • Kommunistische Partij (KP) • Moslim Democratische Partij (MDP) • Natuurwetpartij (NWP) • NEE • Nieuwe Christen-Democraten (NCD) • Parti Communiste (PC) • Sociaal-Liberale Democraten (SoLiDe) • Veilig BlauwIn our game we only use the 10 most important parties. These are: • Christen-Democratisch en Vlaams • Centre Démocrate Humaniste • Groen! • Ecolo • Socialistische Partij Anders • Parti Socialiste • Open Vlaamse Liberalen en Democraten • Mouvement Réformateur • Lijst Dedecker • Nieuw-Vlaamse Alliantie3.4 Target groupThe target group we chose is Belgian youngsters between the ages of 17 and 21.Young people in Belgium start voting at the age of 18. In Belgium this is not a right but a duty.Although you are considered an adult at the age of 18, the majority of these youngstersdon’t know anything about their own country or politics. According to the research ofStefaan Fiers almost 50 per cent of people between the ages of 16 and 18 are not interestedin politics.Another finding of professor Stefan Fiers is that the extreme thinking of youngsters has nothingto do with this interest. To him it’s clear that these kids see this kind of thinking in their parents.The problem here lies in the fact that schools and media are not enough for these kids toform an opinion. Most of the first time voters follow the advice of their parents.Not only the study of Stefan Fiers implied this but also our own research came to the sameconclusion. Of the 50 high school students we surveyed, only five had their own opinionabout politics. The rest said that they would ask their parents advice when they had to vote.In an interview with first time voters around the ages of 18 to 21 of radio 1 in 2009, 48 per centof the youngsters didn’t know for what elections they were voting a week after the interview.Only a fifth of the interviewed youngsters could name the two elections they had to go votefor. According to professor Ellen Quintellier of the Katholieke Universiteit Leuven, this is due tothe lack of education. According to the professor, youngsters just follow their feeling or votefor someone they have seen on TV. 10 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 11. Also Ellen Quintellier says that in schools teachers don’t necessarily have to educate theyoungsters about politics. In the curriculum it only states that there has to be some sort ofinterdisciplinary political education. The problem with this however is that teachers abdicatethis responsibility because they are not finished with their own lessons or they just don’t wantto take on this responsibility.Professor Quintellier also states that these young voters vote just like the older generation.According to her research, the voting of the youngsters deviate much from the polls taken byolder voters. This means that she just like professor Fiers thinks that youngsters are influencedvery much by their parents and role models when it comes to voting.Our research also indicated that high school seniors and college students in Belgium don’tknow very much about their own country. For example, we asked them to name a famousWalloon and most of them couldn’t name a single one. But if you ask them if they knowJustine Henin or Jonathan and Kevin Borlée, they do seem to know them. Another questionwas whether they liked Justine Henin or Kim Clijsters better. Although almost all theparticipants liked Kim better, they all gave the reason that Kim is more sympathetic thanJustine and it has nothing to do with the fact that Justine is Walloon and Kim is Flemish.Our conclusion is that kids, who are the future of our country, know too little about their owncountry. Therefore when they can vote and have the future in their own hands, they can’tmake a good decision because they mostly follow their parents’ option and can’t make theirown.But Brussels is has more youngsters than these. Brussels has the largest population of immigrantyouth in whole of Belgium.In Belgium from the total of 10.839.684 citizens in 2010, 1.057.666 are immigrants. And inBrussels, the Belgian capital, live 1.089.538 there are living 327.070 people of an ethnicminority. This means that in 2010 30 per cent of the Brussels’ citizens are of an ethnic minority.These people are naturalized, so they have the same rights as every other Belgian citizen.One of these rights is the right to vote in the elections. This means that people who are notnecessarily born in Belgium still can obtain the right to vote Belgian leaders.The most important thing for the youngsters of these minorities is democracy. They are born inBelgium but they are still considered immigrants, and what they want the most is to be seenas equals to other Belgian youngsters. The interviewed focus group considers elections themost important thing in a democracy, but they also think that small minorities should have thesame power as the majority.Just like the other Belgian youngsters, the young people in these ethnic minorities don’t reallyknow what they are voting for. But other than the natives, these youngsters not only don’tknow what the parties stand for, but they also feel misunderstood and not listened to by thepoliticians.To conclude there is something typical to all youngsters, they all are not educated enoughabout politics. The teachers see it more as a burden than as an important task to teachyoung native and immigrant youngsters about politics and about the country they live in. 11 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 12. 3.5 Swot analysis Strengths Weaknesses• Use of new technologies • Only for our target group• Competitive • No app for Windows phone• Innovative • Not playable without app• Unique game • No reputation in the market• Playable with almost all smartphones• Game is specified to the target group• Playable in teams• Fun and learning combined• Central location: Brussels Opportunities Threats• Easy updatable • The game depends on the app• A universal app so every smartphone can • Target group doesn’t like the game play • No investors• Technological evolution • Game is played in group• Appealing target group with new technologies 12 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 13. 3.6 Confrontation matrixAttack strategy (Strengths and Opportunity)We need to keep using the newest technologies to keep in contact with this alwayschanging target group.Since our game takes place in Brussels, this is easy for the investors. A lot of investors arepositioned in Brussels as wellDefence strategy (Strengths and threats)We have to make sure the technologies we use are stable enough to play the game.Some players could have a problem with the playing in groups part. But in the missions theywill be glad they have a few other people which they can rely on.The youngsters need to be spoken to in a way that appeals them.Strengthening strategy (Weaknesses and opportunities)We don’t have a reputation yet, but there is also no competition in this field.When other operating systems are available in Belgium, the game has to be updated to beplayable by these users as well.Withdrawal strategy (Weaknesses and threats)The target group might not want to play this game right away because it isn’t tested byothers.Our target group is very into new technologies so we have to evolve and update this game.But we have to do it without losing the educational purpose of the game. 13 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 14. 4.Game concept4.1 Our aimOur research in politics and more specifically Belgian youngsters in relation with politics had aclear outcome. First of all youngsters don’t know much about politics. They don’t exactlyknow what is going on on political level. They don’t know the political parties and theiractivities.This is a serious problem because in Belgium youngster from the age of 18 have to vote. Howcan they vote on a particular political party if they don’t know what they stand for? A lot ofthese youngsters take over the choice of their parents. There are also a lot of them who arevoting blank.So with our game we want to make the Belgian youngsters aware of the importance ofvoting, but we also want to teach them about the different political parties and theiractivities. This will avoid that youngsters vote blank and make sure that they vote on apolitical party which suits them best.4.2 StorySince a while the city of Brussels is a chaotic mess. Dangerous anti-political movements areruling the city. They do not tolerate any protest against them. Killing people is one of theirdaily activities. Nobody is feels safe anymore when they walk across the streets and theeconomy is going bad. The board fled to get themselves into safety. If no one is going toeliminate these bastards, the future of the city is in danger.4.3 The gameThe game will take place in the capital city of Belgium, Brussels. The game is supposed to bea support for schools to teach students about politics. The students will be divided into groups.This will happen by an online questionnaire which they have to fill in at their school beforethey are going to play the game. It is better that they fill in this questionnaire a week or morebefore. That way the youngsters don’t create a link between the questions and the game.The questionnaire will include several points of view from the political parties, which thestudents have to agree or to disagree. Groups are based on the colors of the most importantpolitical parties in Belgium.Colors are orange (CD&V, CDH), green (Groen!, Ecolo), red (SP.A, PS), blue (Open VLD, MR),light blue (LDD), yellow (N-VA) and in this game we take black for N-VA. 14 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 15. Start of the gameThe game will start at the grand place in Brussels. The teacher and the students have to meetthe game-leader over there. The game-leader will introduce them to the game and send theplayers into the city. After a few minutes each of the players will get a message with theircolor and the task to get to their colors base camp. When a team is complete, all of theteam members will get info about the mission. They now have to discuss a tactic and try tocomplete the missions.MissionsThe game contains two main missions. To complete a single mission, several small tasks haveto be completed.Mission 1The first mission the youngsters have to complete is to get rid of the anti-political movements.Those gangsters have a lot of hiding places. All of these places are visible on the map,indicated by a graphic of a gangster.The problem is that there are a lot of potential hiding places on the map. Only one of thoseplaces is used at the moment, the players have to discover the right place. They can do thisby visiting the places on the map indicated by a question mark. Once they reached aquestion mark and answered the questions right, one or more gangster icons will be markedwith a red cross. These marked places are not the right hiding places.When a team of players did visit enough tasks, all of the gangster icons will be marked. Onegangster icon will be indicated by a gun target. Now the players have to visit the army baseto inform the army about the hiding place of the gangsters. When one of the teams reachedthe army base, the first mission is over. The team which informed the army will be in a leadingposition in the second mission.Mission 2The army is very pleased with the help of the players. The gangsters are arrested, but there isstill no one in charge of the city. All players get a message that the colors of their teamsrepresenting the most important political parties.The city is divided in different parts. The second mission is about capturing the most parts ofthe city. The team that won the first mission already gets one part of the city. The teams cancapture a part of the city by persuading the local people. They can do this by just visitingplaces on that part of the city indicated with a handshake icon. If a team visited all theplaces in one part, it will be theirs. Off course other teams can recapture it by also visitingthose points.Capturing is one part of the mission, but they can also ‘attack’ the other teams. On the mapthere are also Euro-signs. At these places the teams can get money from funds. With thatmoney they can for example bribe newspapers to write bad things about another team, sothey immediately lose a part of the city.End of the gameEach part of the city represents a specific amount of votes. The team which has the mostvotes at the end wins the game. 15 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 16. 4.4 Game visuals Loading screen Legend Team up Meet up 16 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 17. Base camp Mission 1 briefingStart of first mission End of first mission 17 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 18. Mission 1 completed Mission 2 briefing Mission 2 Mission 2 18 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 19. 5. Technical aspects5.1 Mobile gamingMobile gaming means that you have to be mobile when you play the game. For examplewhen you use a smart phone, PDA, mobile phone or a handheld pc. A PlayStation or a Wiiare not mobile. You have to play with these indoors and can’t run around in a city while usingthem. So to play a mobile game you need something portable to hold in your hands whilerunning around and playing the game. It has to be a tool to play the urban game, not thegame itself.When mobile gaming, you often use software that is already present on your mobile device.But there are also games that need other software. This means that you have to downloadan application to be able to play these games.Our game is also a mobile game and since we use technologies that are not present on allSmartphones, we will make an application so everyone can play this game. Also we areusing Smartphones because our target group is a big user of these devices and thereforethey will be able to play and enjoy this game.5.2 ApplicationAn application is software for your mobile devices that makes every day live a bit easier.These apps are especially developed for one or more digital devices. Some can only be usedby Android devices while others can only be used by iPhones. But our application will run onAndroid, IOS and Blackberry systems because these are the systems that are used the mostby our target group.5.3 Android, iPhone, BlackberryWe choose to use all three of these systems because these are used the most by youngstersat the ages of 17 to 21. We want to include them all because our message also is to includeevery citizen of your country. Therefore we don’t want to exclude any of these mainly usedsystems.If a contestant doesn’t have a Smartphone, or the right operating systems, they can get aphone at the start of the game. This way everyone can play the game, even without aSmartphone. App icon 19 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 20. 6. Corporate identity6.1 LogoThe figures in our logo resemble a lion and a rooster. The lion is the armorial bearing of theFlanders and the rooster is that of Wallonia. We’ve tried to make the rooster and lion lookangry so it would create tension as well as arouse curiosity. People may have to look twicebefore they see everything clearly but once you do you’ve got their attention.The outlines of the logo go on in the word ONE which is the name for our game. Belgiumshould become one country again without problems and arguments between the parts ofBelgium.6.2 ColorThe logo consists of both the colors black and white because they are most neutral. Everypolitical party in Belgium has a certain color and we don’t want to pick sides. The choice ofcolors also shows that this is a serious matter. Besides that, it looks mysterious. The ‘O’ has ayellow and red border that – combined with the black of the letters - resemble the Belgiumnational flag. This way it’s clear the logo is about Belgium.Black # 000000White # ffffffRed # ff0000Yellow # fff0006.3 TypographyThe font we are using is called Century Gothic. In our opinion this font is a little playful, yet stillclear and neutral. It doesn’t appear too business-like, which we’ve tried to avoid in order toattract the young target group. But, being a serious subject, the font couldn’t be tootheatrical. All these reasons made us decide for Century Gothic.ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890 20 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 21. 7. Marketing7.1 Marketing mixProductCore productOur core product is a serious urban game for first time Belgian voters between the ages 17and 21. The topic of this game is very serious. It is about political awareness; this is particularlyneeded in a country where youngsters are obliged to vote. The goal of the game is to makethis age group aware that they have a political voice and they can make a change. Wewant to support them in the choice they are going to have to make. Because of our youngtarget group we use new technologies such as Smartphones, social media, apps and GPS.QualityOur customers aspect a great playable game, therefore the quality has to be superb. It hasto be simple enough to be playable by everyone in our target group. To make sure they can,the usability has to be tested before the game is available for the market.Image brandingOur target doesn’t know the game yet, therefore the image is very important. They have tolike it immediately; otherwise the youngsters don’t want to play our serious urban game. Wehave to create an image for our product that is recognizable so the youngsters will talk aboutit with their friends.PriceSince our serious urban game is an educational tool, the players will not have to pay to playthe game. The game is for youngsters and about political awareness, not a topic they arereally interested in. Therefore giving them the game for free is the way to go. Also we don’tneed their money because we have sponsoring and fundings.Place (distribution)The game is about political awareness but more specifically about the different parties inBelgium. Because of that fact our product will be sold in Belgium. At first only in the Flandersbut later on also in the French and German speaking parts of the country. To play the game,the youngsters need an app. This can be downloaded at the website of our urban game.PromotionWhen we want the first time voters to actually play our game, we have to talk to them. Theonly way for a company to communicate with their target group is trough promotion. For thispromotion we use the marketing tools explained in the following chapter. 21 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 22. 7.2 Marketing toolsIn uncertain times like these it is very important to know where you came from. This is all themore important in a country like Belgium where people don’t seem to like each otheralthough they are born and raised in the same country. A serious game to teach youngstersabout their heritage may not seem all to fun to play. Therefore it has to be promoted.To let people know about this game and to let youngsters know that it is in fact a fun game toplay we have to promote it. To do this we are going to use the following marketing tools.TrailerFilmWe are going to make a little movie trailer to put on national TV in form of a message ofpublic interest.With this movie we want to explain the game a little bit and let youngsters know about thisgame. Public broadcasting channels in Belgium give free TV-time to causes that affecteveryone. So the only cost is the making of the short trailer.We chose for a trailer because as a message of public interest, this is a cheap way toadvertise the game. Also our target group is a generation that likes action and fast images,something that is substantial in movies.AudioThe same also goes for public broadcasting radio stations. Therefore we want to use StudioBrussels because they are a public broadcasting station and their main target group isyoungsters.School distributionThe target group is youngsters between the ages of 17 and 21. This means that they are mostlikely still go to school. Therefore we are going to distribute flyers at high schools and colleges.Also the teachers at these schools will get a care package. In these packages they will findmore information about the game, a DVD with the trailer and a brochure that explains thegame and gives them extended information about the learning goals.Game website with a communityNowadays if you are not on the internet you are not credible. That is why this urban gameneeds a website. On this site there will be information about the game, but also a rankingand individual statistics so the youngsters can compare their score.Also the site has a community, a place for the players and future players to talk with eachother about the game but also about the country itself.This website will have a ranking system. This is more fun for youngsters and it makes the gamemore competitive. In this ranking, the players can check witch schools did the best in thegame.Social networkingWhat would modern marketing be without social media? Nothing indeed, therefore socialmedia will play a big part in our marketing campaign. Because we want to establish ourgame in different cities we are going to use platforms that are used the most by our targetgroup. For example Twitter, Facebook and Netlog. We use these platforms to createawareness for our game, but also to contact the winner of the game. 22 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 23. AdvertisingNo product can exist without advertising. We are going to promote the game online but alsooffline. Online we are going to put banners on sites that are well known and visited by ourtarget group. Also we are going to use offline promotion material for example flyers inschools, posters in bus shelters. In short, places that are often visited by people of 17 to 21years old.Also to get the teacher an impression of our urban game, we will advertise in “Klasse”. This is aBelgian magazine specially made for teachers. Every high school and college teacher getsthese magazines so this is a good place to advertise.Search engine optimizationIf you want to find something online, Google is the place to be. But most people only want toclick on links on the first page because further links are not as good and people don’t want togo to the trouble to click a page further. This is where search engine optimization or SEOcomes in handy. We are going to push our site higher into the Google list by using SEOtechniques, so people will find the site and the game more easily.Peer – to – peer marketingA lot of people don’t like to be told by TV what they should and shouldn’t do. Especiallyyoungsters are critical about what information they want and follow. Therefore, we targetedsome youngsters that can function as so called “brand sirens”. These people have a lot offollowers on Twitter and friends on Facebook; this means that other youngsters see thesepeople as believable. Our brand sirens will promote the game trough peer – to – peernetworks.School framework network“Cultuur op school” is a company that provides schools with posters to inform youngstersabout cultural events. But they also want to provide students with governmental informationor place posters in schools for non-profit organizations. So they want to provide youngsterswith all sorts of information. We will use them to promote our game. “Cultuur op school” willput our posters in schools that are affiliated with this company.7.3 Strategic objectivesSellWe are promoting our game through all sorts of online and offline channels to reach ourtarget group. We are using tools that these youngsters are attracted to like for example:posters on bus shelters and social media. People between 17 and 21 use social mediaeveryday so they are bound to notice our game. Also public transport is something that theseyoungsters use a lot and they always have to wait for their bus. That’s when they will see ourposters and notice our game.ServeOnline you can add a lot of value to a game. Like for example a forum where the playerscan talk to each other and exchange their thoughts of the game. Also on the site they canfind a ranking where they can compare themselves with other players. This also makes thegame more competitive and therefore more fun. 23 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 24. SizzleWe can create brand awareness through social media platforms. We have a Facebook,Twitter and Netlog page where the players can find us. Here they will get more informationabout the game, but also the winners will be announced on these pages.SaveBecause most of the promotion will be done digitally, the printing cost can stay very low. Alsowe are using TV and radio channels that are public. That means that the governmentfinances them. Our urban game’s target is to create political awareness. This concerns theentire country and therefore can have free commercials on these channels.SpeakCommunicating with our target group is very important if we want this game to be a success.That is why we need social media. Youngsters are very heavy users of these media, and youcan communicate freely over these channels. We can use an informal tone that is not alwayspossible on other channels but reaches these youngsters a lot better.7.4 Unique selling propositionOur USP is that the game is fun but you can learn something. They key is in the learning. Mostgames are fun to play but you don’t really learn anything about a serious topic. On the otherhand, you can learn something in school for example but then it isn’t fun anymore. Ourserious urban game combines these things. You learn something, but in a fun way. AnotherUSP is our team with a lot of different specialties such as design, programming and marketing.We know how to speak to our target group and we have the technical knowledge to makea fun game. 24 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 25. 7.5 Marketing visualsWebsite:Poster: 25 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 26. 8. Finance8.1 CostsProject management Item Unit Unit Item Name Cost Amount Amount PriceProject manager 1 30 days 450 13500,00Project management assistant 1 30 days 250 7500,00Application designer 1 30 days 450 13500,00Secretarial staff 1 15 days 250 3750,00Financial manager/accountmanager/director 1 30 days 325 9750,00 48000,00Intake Item Unit Unit Item Name Cost Amount Amount PriceProject manager 1 1 day 450 450,00Project management assistant 1 1 day 250 250,00Software developer/programmer 1 1 day 350 350,00Content expert 1 1 day 450 450,00Financial manager/accountmanager/director 1 1 day 325 325,00 1825,00Software: Mobile app Item Unit Unit Item Name Cost Amount Amount PriceApplication designer 1 10 day 450 4500,00Designer/graphics artist 1 10 days 350 3500,00Sound engineer 1 10 days 275 2750,00Photographer 1 5 days 250 1250,00Videographer 1 5 days 350 1750,00Software developer/programmer 1 20 days 350 7000,00Interaction designer 1 2 days 350 700,00Usability expert 1 2 days 325 650,00Distributor 1 3 days 150 450,00 22550,00 26 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 27. Software: Website Item Unit Unit Item Name Cost Amount Amount PriceWebdesigner 1 15 days 450 6750,00Content expert 1 15 days 450 6750,00Usability expert 1 5 days 325 1625,00Software developer/programmer 1 15 days 350 5250,00Database engineer 1 20 days 450 9000,00Copywriter 1 10 days 350 3500,00Text editor 1 2 days 100 200,00Hosting Fixed Rate 32920,50Marketing Item Unit Unit Item Name Cost Amount Amount PriceMarketing expert 1 20 days 450 9000,00Trailer Fixed Rate 500 500,00Audio Fixed Rate 1500 1500,00Internet Fixed Rate 1000 1000,00School distrubution Fixed Rate 150 150,00Advertising Fixed Rate 1000 1000,00 13150,00Corporate identity Item Unit Unit Item Name Cost Amount Amount PriceDesigner 1 5 days 450 2250,00 2250,00Testing Item Unit Unit Item Name Cost Amount Amount PriceUsability tester 1 5 days 325 1625,00Usability expert 1 5 days 325 1625,00Evaluator 1 5 days 450 2250,00Testperson 5 1 day 250 1250,00Software tester 2 2 days 250 1000,00 7750,00 27 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 28. Outtake Item Unit Unit Item Name Cost Amount Amount PriceProject manager 1 1 day 450 450,00Project management assistant 1 1 day 250 250,00 700,00SUB TOTAL 129145,50OVERHEAD 20% 25829,10INSURANCE 10% 12914,55TOTAL COST 167889,158.2 RevenuesA game can’t be made without money. Where the money is going to, we mentioned beforebut how will we pay for all that? To pay the whole project, we’ve got different financiers.Belgium government and political partiesBecause this is an educational game, the Belgium government will support us with fundings.Also there are fundings for the campaign of political parties. From these funds we can have ashare because this game is positive to all the political parties of Belgium.Income Item Unit Unit Item Name Income Amount Amount PriceSponsoring Belgium government 1 1 time 45000 45000Sponsoring political parties (3000 per party) 1 1 time 30000 30000 75000SchoolsAnother way to fund our game is to let school play a small amount of money to let theirstudents play the game. They can see it as a school trip. If a school decided toplay the game, we will offer them the following package: • Bus trip school – Brussels – school • Tour in the Belgium parliament • Guidance and equipment for paying the game (10 HTC Wildfires, for each colour in the game and 4 reserves)The price for the total package depends on the total amount of people. At the next page isan overview of the costs for us the make the game possible to play. In this overview, there isalso the costs of the game equipment. This is however a one-time investment. Because ofthat, the costs per trip for us will be €680,-.The reason why we chose for the HTC Wildfire, is because this is one of the cheapestsmartphones. 28 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 29. Costs Item Unit Unit Item Name Costs Amount Amount PriceGuidance personnel 1 1 day 80 80Game equipment 10 Fixed Rate 195 1950Tour Belgium government 1 1 day 0 0Bus 1 1 day 600 600 2630In the next overview, we assume that 30 persons participate. Because of that, the price perperson will be €25,-Income Item Unit Unit Item Name Income Amount Amount PricePackage 1 30 persons 25 750 750AdvertisingAlso we have space on our website and social media for different companies to advertise. Ofthat, we think that we have a secure income on advertisement. The amount in the nextoverview is our goal of income by advertisement.Income Item Unit Unit Item Name Income Amount Amount PriceAdvertising 20000 20000TOTAL INCOMESSponsoring Belgium government 45000Sponsoring political parties 30000School package* 750Advertising 20000TOTAL 95750* The school package income is a fixed income. It depends on how much schools will playthe game and whit how many people.The other part of the costs we will pay with a loan of the bank and our own investments. All 4of us will each invest € 10.000,- which make a total of € 40.000,-. The loan will be the remaining40,000 euro’s. 29 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012
  • 30. 9. Sources • http://www.cultuuropschool.be/main_content.htm • Philip Kotler: Principles of marketing • Dave Chaffey: Internet marketing: strategy, implementation and practice • Professor Stefaan Fiers: http://www.nieuwsblad.be/article/detail.aspx?articleid=G4K6FPHP • Ellen Quintellier & radio 1: Onderzoek stemgedrag bij jongeren http://www.radio1.be/programmas/peeters-pichal/jongeren-en-verkiezingen • Allochtone jongeren over politiek: http://www.mo.be/artikel/allochtone-jongeren- over-politiek • Bevolking per nationaliteit en geslacht (2010): http://statbel.fgov.be/nl/modules/publications/statistiques/bevolking/Bevolking_nat_ geslacht_opp_bevolkingsdichtheid.jsp 30 MultiMediaManagement | Kristel Coolen - Ben Daenen - Britt Peters - Kyrill Bruurs | 2012