Recommended
More Related Content
Viewers also liked
Viewers also liked (15)
Similar to Chicago artist coalition- Brand Alignment Plan
Similar to Chicago artist coalition- Brand Alignment Plan (20)
Recently uploaded
Recently uploaded (20)
Chicago artist coalition- Brand Alignment Plan
- 1. CHICAGO ARTIST COALITION BRAND REPORT Eileen - Shirley - Kai - Mora - Ellen - Ran
- 2. 1. ORGANIZATION OVERVIEW 1. CURRENT SITUATION 1. OBJECTIVE 1. AUDIENCE INSIGHTS & SUGGESTIONS 1. BEST PRACTICES ANALYSIS 1. KEY TAKEAWAYS CONTENTS This template is free to use under Creative Commons Attribution license. If you use the graphic assets (photos, icons and typographies) provided with this presentation you must keep the Credits slide.
- 3. ORGANIZATION OVERVIEW Customers: All the Artists based in the Chicagoland area Mission: To build a sustainable marketplace for entrepreneurial artists and creatives.
- 4. Current Situation Learn from ourselves
- 5. Brand DNA: CAC Customer context: Seek help and support Brand essence: Care, support and help entrepreneurial artists and creatives to succeed Artists Context CAC Competitor
- 6. Brand DNA: CAR Customer context: Seek resources and jobs Brand essence: For artists and by artists to help each other survive and succeed in the industry Artists Context CAR Competitor
- 7. PROBLEM In 2012, CAC significantly expanded its programs and outreach by acquiring the Chicago Artists Resource website, known as CAR. Since the two brands are distinctive in users’ minds and have different user groups, the main problem is: how to formulate and implement a brand alignment strategy?
- 8. OBJECTIVE Increase the audience’s awareness of the Chicago Artists Coalition and the artists’ desire to interact with the brand through stronger brand alignment
- 9. RESEARCH ROADMAP Quantitative Analysis Google Analytics Qualitative Analysis ● CAC content analysis ○ Website ○ Newsletter ● Best practices analysis ○ Regional organizations ○ National organizations ● In-depth Interview ○ Non-users ○ CAC users ○ CAR users ○ Both CAC & CAR users
- 10. Audience Insights & Suggestions Learn from our artist interviewees
- 11. What did we do? - Depth Interview Time - 05/2015 People - Chicago Artists Performance Poet Photographer Graphic Designer Musician Need? Problem? Challenge? Perception? User Experience?
- 12. What did we get? - 4 General Themes across Artists how to build connections since it’s the most important source for job opportunities and self improvement Networking Funding Marketing Miscellaneous how to raise money for art how to market themselves how to manage taxes, finances and their own business “ Art is a social career” “ Success depends on networking” “ Social media is so shallow. I want deeper connections” “ I’d rather be creative all the time, but it’s hard to maintain a living” “ I can’t do a job that can’t exploit my creativity. So I got an adjunct job working at five different schools... (teaching) to earn a salary for myself.” “ But finding a full-time teaching job is really hard.” “I want to know other artists.” “For a long time, I don’t want to do anything commercial. I don’t want to work for other people...But I’ve been creating a commercial portfolio... I wouldn’t say that i won’t work commercially. I have that in my back pocket. I’m just sort of waiting for an opportunity.” “ Internet does everything for me.” “ I use tumblr.” “ CAR is doing the interviews with artists, like artists’ stories.. Those are actually very nice. ”
- 13. What did we find? - 2 big problems to solve 1. Real meaning of “brand alignment”? 2. Do we need segments and targets?
- 14. 1. Real meaning of “brand alignment”? “ I don’t know CAR belongs to CAC , but it doesn’t matter.” “ The functions of the two websites are complementary.” “ When I need to find a job or find a studio, I will go to CAR. But when I need to take a workshop for business training, or establish a professional network, I will go to CAC.” The artists don’t care about the relationship between CAC and CAR Symptoms
- 15. 1. Real meaning of “brand alignment” Telling the fact that CAR belongs to CAC directly to our audience is not effective. Problems “The proper positioning or state of adjustment of parts in relation to each other.” - Merriam Webster Dictionary Alignment n ə-līn-məntDefinition
- 16. “ To clarify and inform the complementary position is the best brand alignment. “Complementary”
- 17. “ Key benefits: √ Serve the artists in a well-rounded way. √ Increase the traffic of both. √ Brand alignment in the mind of our audience. “Symbiosis.” “Complementary.”
- 18. SUGGESTIONS - Awareness Promoting CAC’s special programs such as Starving Artists & MAKER Grant with Google and Facebook ads Create banner ads of CAC programs and accessible links to CAC on the CAR website Launch more offline events in the name of CAC Invite CAR users to join CAC events & programs through Email newsletters Create the awareness of CAC in artists’ minds.
- 19. SUGGESTIONS - Positioning Position the two organizations as complementary parts of each other. Dynamically program the site so that the targeted banner ads related to artists’ needs appear when artists browse the site Place pop-up ads to redirect CAR traffic to CAC. For example, when artists are searching for “artist workshop”, “art project” etc. on CAR, which cannot be provided by the site, a pop-up ad will provide the link to the corresponding CAC page.
- 20. POSITIONING - Pop-up Ads
- 21. 2. Do we need Segments and Targets? Confusing navigation; Hard to find relevant information; Seems not as useful as CAR Symptoms “ CAC is a place to see gallery events and visual art… not for writing at all” “ Bolt residency is for artists who are new to here… too expensive… can use the same money to rent a studio… networking chances can be found elsewhere” “Hard to navigate”
- 22. 2. Do we need Segments and Targets? Ambiguous user segments Business-centric not customer-centric Problem There are big differences between the needs of artists: ● professionals versus semi-professionals; ● locals versus newcomers; ● different art genres (visual, new media, writing, etc.); ● different skill sets (taxes, financials, technical supports, etc.)
- 23. “ Simply listing all the projects and events that CAC provides from the company’s perspective is not enough. It’s essential to start from the artist's standpoint, and adjust the projects and events for each segment.
- 24. 1. More explicit audiences segments ◦ Art Forms ▫ Visual Arts / Performance / Writer ◦ Career stage ▫ Newbies / Semi-professional / Full time artists ◦ Different Needs ▫ Financial / Workspace / Social network / business 1. Tag segmentations ◦ Create tags for main topics and event postings (e.g. visual arts / dancer / finance / how-to-do-business) ◦ Provide filter solutions for quick information search and precise audience targeting SUGGESTIONS - Segmentation Develop artist segments to provide customized services
- 25. Segmentation - Article Tags Content Filtering
- 26. SUGGESTIONS - Layout and Content 1. Prioritize the importance of each segment of contents ▫ create a structured framework based on the importance of each section ▫ limit the need for page scroll i. Keep the most important information within one page ex: decrease the size of each event banner 1. More consumer-oriented design ▫ Using terms from users’ point of view ex: instead of “members receive”, use “what do i get” ▫ Add “call to action” button beside the most relevant information and increase the # of times it appears Provide customized navigating experience
- 27. Layout and Content - “Call to action” Button
- 28. Best Practices Analysis Learn from our peers
- 29. ANALYSIS ROADMAP Community Building Integration of Functionality Social Media Business Model Case Study: NAMAC
- 30. Community Building Provide a platform for informational exchange; establishing their network or showcasing their art. 1. Informational Exchange- categorized discussion board 2. Networking Opportunity- “connect with others”- using user-oriented terms 3. Art Work Showcasing- a gallery-like online space
- 31. Community Building Provide a platform for informational exchange; establishing their network or showcasing their art. 1. Informational Exchange- categorized discussion board 2. Networking Opportunity- “connect with others”- using user-oriented terms 3. Art Work Showcasing- a gallery-like online space
- 32. Community Building Provide a platform for informational exchange; establishing their network or showcasing their art. 1. Informational Exchange- categorized discussion board 2. Networking Opportunity- “connect with others”- using user-oriented terms 3. Art Work Showcasing- a gallery-like online space
- 33. Integration of Functionality Integration requires consistent visuals and content 1. Show related content at the home page. 2. Clear direction on action to take, using simple, easy-to-read terms.
- 34. Integration of Functionality Integration requires consistent visuals and content 1. Show related content at the home page. 2. Clear direction on action to take, using simple, easy-to-read terms.
- 35. Social Media Good social media strategy can deliver diversified messages, nurture user community, and build inviting channels to attract more audiences in the serving segment. 1. Different messages designed for different social platforms 2. Frequent interaction with similar organizations and events Facebook: Stories, organizational introductions and WOM marketing, more detailed information Twitter: Condensed and clear messages, introduction to current events, and make use of #hashtags
- 36. Social Media 1. Different message designed for different social platforms 2. Frequent interaction with similar organizations and events By coordinating and interacting with other organizations, CAC can become THE platform for artists to stay current with the art society. The goal is to gather different conversation networks and turn CAC into a traffic magnet.
- 37. Business Model Effective business model provides obvious and clear solutions to the most pressing problems, by either solving the targeted customers’ pain points or providing life enchantment. Main Audience Unique Services Perspective artists Establishing networks, acquiring mentors, and initiating projects Photographers A supportive community to exchange ideas and information about photography Artists seeking financial support Helping artists to acquire funds for specific art projects * The audience and service in the examples are not the sole customers and service of the organizations, but their main focus and competitive advantages.
- 38. Business Model After acquiring a competitive advantage, it is desirable to create a sustainable and profitable customer structure through: Pay-Per-Service More profitable More potential to grow Hierarchical membership program Increased customer satisfaction Cost saving
- 39. Case Study: NAMAC Comparison between NAMAC and CAC & CAR NAMAC CAC Mission - Facilitate collaboration, strategic growth, innovation and cultural impact for media arts field - Build a sustainable marketplace for entrepreneurial artists and creatives Audience Artists & organizations Artists & organizations Content - Programs & membership - Services - News - Resources & articles - Job bank CAC - Programs & membership - Projects - Events CAR - Jobs - Events - Articles & stories
- 40. Case Study: NAMAC This model puts two types of content together in a website but clearly focuses on the membership and association side. How does it solve the alignment problem of the content? Leverages resources to convince the audience and promote the membership and programs of the brand How does it solve the problem of mixing contents? Uses good visualization to simplify, classify and layout the complex categories of content
- 41. Case Study: NAMAC How does it simplify, classify and layout the complex categories of content ? ◦ puts resources and job banks into two separate categories and clearly as a sub-feature of the brand ◦ Uses visualization to simplify and clarify information Seven categories: About | Programs| Services | Our members | Resources | Job bank | Impact Call to action + mission Programs, events and membership: big photo Job bank News+Opinion Social Membership highlight: Video Call to action
- 42. Case Study: NAMAC How does it simplify, classify and layout the complex categories of content ? ◦ puts resources and job banks into two separate categories and clearly as a sub-feature of the brand ◦ Uses visualization to simplify and clarify information
- 43. Case Study: NAMAC How does it place its focus on the membership and programs of the brand? ◦ Larger amount of space & More obvious position ◦ Frequency of appearance: call to action on every page ◦ Priority in category order ◦ More engaging formats: video and image
- 45. Final Thoughts The best way to align the two brands is to clarify and establish their complementary positions in artists’ minds It’s essential to start from the artist's’ standpoint, and cater the communications to each artist segment Create customized messages through different social media channels and serve artists with different needs Leverage CAR’s influential power to increase CAC’s brand equity through multiple online and offline communications Use good visualization to simplify, classify and layout different categories of content
Editor's Notes
- need more quotes
- The best way to tell the fact is making audience connect and build the brand alignment themselves by using them to solve different problems in different situations.
- need more quotes
- Shirley
- Shirley
- accounts of similar organizations on these social media platforms have few followers and likes and interaction. In general, we found that other social media platforms such as google+, LinkedIn, Vimeo and flickr are less popular among Chicago artists.
- by mentioning other organizations accounts, traffic can be generated from retweeting and hashtag searching.
- membership
- more profitable: tailored needs, more potential to grow (customer base, program scope, revenue possibilities) Increased customer satisfaction by tailoring services to different needs Cost saving by putting different levels of attentions and resources into different membership levels
- CMI version: Apart from introducing different aspects CAC can learn from those competitors, we also find a case that does a good job in aligning the two different kinds of contents together and convey the brand essence clearly to its audience, which is NAMAC. From the table, we can see that NAMAC shares a similar mission to facilitate and help artists, but in a different field, media arts. The contents this website offers is also similar to combination of CAC and CAR. Nuria version: Apart from introducing different aspects CAC can learn from those competitors, we also find a case that does a good job in aligning the two different kinds of contents together and convey the brand essence clearly to its audience, which is NAMAC. From the table, we can see that NAMAC shares a similar mission to facilitate and help artists, but in a different field, media arts. The contents this website offers is also similar to combination of CAC and CAR. One part is about programs, news, memberships and services, which is like CAC. The other part is about resources, articles and job opportunities, which is like CAR. Although it didn’t have the problem of aligning two different brands together. It can give us some inspirations about how to organize two types of contents and still clearly convey its core brand value.
- CMI version: So how it solves the alignment problem of the aligning two types of the contents? It uses its rich resources and job opportunities to leverage its membership and programs of the brand. The resources become a part of the brand benefit communicating to the audience and becoming a way to prove its brand image and value. But how it make those mixing types of contents reader-friendly? It uses a smart visualization technique to simplify, classify and layout the contents. Nuria version: When this website puts two types of contents together, it does not make the audience feel at a loss but clearly knows where to go and understand what the brands focuses on. So how it solves the alignment problem of the aligning two types of the contents? It uses its rich resources and job opportunities to leverage its membership and programs of the brand. The resources become a part of the brand benefit communicating to the audience and becoming a way to prove its brand image and value. But how it make those mixing types of contents reader-friendly? It uses a smart visualization technique to simplify, classify and layout the contents.
- CMI version: The first thing they do is to put resources and job banks in two obvious separate categories and clearly put them as a sub-feature of the brand. This is the layout of its homepage. We can see that their seven categories are very clear and differentiated from each other and they are easy for the audience to understand Nuria version: So how did they simply, classify and layout its contents? The first thing they do is to put resources and job banks in two obvious separate categories and clearly put them as a sub-feature of the brand. This is the layout of its homepage. We can see that their seven categories are very clear and differentiated from each other and they are easy for the audience to understand, and...
- CMI version: The second thing is that they use good visualization techniques to simplify and clarify information. For example they use covers of books instead of introduction to showcase all of its resources They use screen shots of member videos to show its benefits to be a member Nuria version: The second thing is that they use good visualization techniques to simplify and clarify information. For example they use covers of books instead of introduction to showcase all of its resources They use screen shots of member videos to show its benefits to be a member They also use infographic to separate two services in an obvious and reader-friendly way.
- CMI version: Aparting from organizing all of the contents well, NAMAC also clearly shows its focus. It gives bigger amount of space and more obvious position, higher frequency to its membership and programs introduction on the frontpage. They show their priority in category order. In addition, they use more engaging formats such as video and image for membership and programs to attract audience’s attention. These tactics help NAMAC present a clear and attractive layout for all the different contents they have and convey their brand value integratedly to its audience. Nuria version: Aparting from organizing all of the contents well, NAMAC also clearly shows its focus. It gives bigger amount of space and more obvious position, higher frequency to its membership and programs introduction on the frontpage. They show their priority in category order. In addition, they use more engaging formats such as video and image for membership and programs to attract audience’s attention. These tactics help NAMAC present a clear and attractive layout for all the different contents they have and convey their brand value integratedly to its audience.