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Greenhouse Plansbook
- 1. greenhouseCreate the futureof human-computer interaction Oblong Team #1 Advertising: Danielle Pontarelli, Jake Muer, Jack Begley Computer Science: Jordan One, Donald Hruska, DJ Carroll, Soo Woo
- 2. Table of Contents Campaign Overview Thecreative coder is a programmer with a passion to create incredible works of art through the power of computers. They want to belong to a community, share their creations, and help their peers create amazing things. Most importantly, they want to be a part in building the future. The keyboard and mouse have been the primary interfaces used to interact with computers for the past 50 years. As technology has advanced, new ways to interact with computers have emerged. Greenhouse aims to connect these interfaces into a unified ecosystem. Create the future of human-computer interaction Academic Creative Coders Attract Creative Strategy Creative Executions Media Placement Build Community Website Learn Analytics KPIs Grow Future Local Campaigns Future Media Placement Thanks! 3 5 7 11 13 16 17 24 25 26 28 29 30 31
- 3. Academic Creative Coders Skilled: Through ourresearch we have decided to target academic creative coders, but it is first important to understand who these people are and what they are interested in. We have found that these individuals are young skilled coders who are extremely excited about the future while oblong provides the next generation interfaces. Create: It is clear that academic creative coders are always looking for their next project. They enjoy working with new products and like to create for themselves. Greenhouse equips them with the tools necessary to create something new through genuine inspiration. Share:Creative coders enjoys having a sense of community, this is a crucial component to our campaign. Our goal is create a Community Website where these individuals can share their creations giving them the opportunity to showcase their work. This also helps build a network of coders who are interested in the next big idea. This is who our creative coder is; a young skilled coder interested in creating something new while sharing it with a strong community of coders alike.
- 4. 88% College Educated Fromour research, we see a trend of college educated creative coders, making universities an obvious choice for an advertising campaign directed at them. Also college students are early adopters of new trends and technology making them a perfect target for Oblong.
- 5. Attract users toGreenhouse through advertisements and social media Since we know that 88% of Creative Coders are college educated, let's start the conversation about Greenhouse early, while they are still in school; learning, growing, experimenting, and trying to explore all their new skills.
- 6. University of Illinoisin Urbana- Champaign #11in U.S. for Computer Science We chose to begin our campaign on this campus because it is a mecca for engineering and computer science. The university is ranked #5 in the nation for Computer Engineering and #11 in Computer Science. People all over the world look up to this university for inspiration because of the mass amount of research, innovation, and creative work that is constantly being produced here.
- 7. U Creative Strategy Greenhouse U isthe name for the campaign and the community/competition website. We chose this name because we needed a way to set the student website apart from the main website. This is a simple yet effective solution. Students will know that this website is modeled for them and will be drawn to it. Based on our research, we know that creation is one of the primary motivations behind creative coders' work. We want creative coders to know that Greenhouse gives you the tools to create something that is truly yours. The future is always in interesting and attention grabbing topic, so we are using the idea of it to appeal to people who see the ad. We want them to know that they have the ability, with Greenhouse, to change the way people interact with their computers. Create the Future of Human-Computer Interaction greenhouse
- 8. Since Creative Coderslike the feeling of belonging to communities, we want to bring Interactive Displays right to the communities they are already a part of. By letting them interact with Greenhouse with their friends and colleagues, they will feel a sense of "human community" to bounce ideas off of . Interactive Displays
- 9. Here an exampleof our display in Grainger Engineering Library, students will be able to interact with the display manipulating the screen with gestures to play around with the data and information presented. This will build interest and excitement about the product
- 10. To find outmore about the product students can scan the QR codes that link to our community website, with tutorials, individual projects, and competitions
- 11. Creative Executions This bannerad shows the difference between computers from 1985 to 2013. We've come a long way, but we're still using computers in the same way (with a mouse and keyboard). The final image shows one possible manifestation of Greenhouse, with a man using gestures to control his computer, which is vastly different from a mouse and keyboard. It ends with "2014?" to show that this future of controlling a computer with gestures is pretty much here, and that the viewer just needs to create it. With this ad we want to convey that Greenhouse gives creative coders the tools to actually "create the future of human- computer interaction" and that it has the power to completely change how they use their computers in a way that hasn't changed in 30 years.
- 12. Creative Executions (cont.) Thisadvertisement uses a picture from a science fiction movie. However, using Greenhouse, creative coders are able to actually create programs that function in the same way. In a sense, Greenhouse allows users to take ideas that in the past have been considered science fiction and make them a reality.
- 13. Media Placement Pandora andSpotify, which can be accessed online as well as on mobile apps, offer many options for advertising. Media sales can be bought and placed based on location (as specific as a zip code), the individual song, artist, or genre, as well as based on the users preference and history. In our primary research, we learned that, of those polled at U of I, 67% listen to some form of online radio at least once a week. They are using traditional radio less and less. Online radio apps such as Pandora and Spotify (the two most popular) are becoming a bigger part of college students life. Students listen to music on these apps and websites while studying, hanging out, and partying. Most students said they didn't subscribe to a premium account (only about 6% do), so they are all exposed to banner and pop-up ads during songs, as well as short audio ads in between songs.
- 14. Media Placement (cont.) Inaddition to our on campus interactive displays, we will have Spotify and Pandora advertisements that will run in the local market. These will be banner, pop-up, and audio ads that will be visually appealing and engaging.
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- 16. Build user baseon the community website
- 17. Greenhouse U landingpage Includes introductory information as well as a few screenshots from different projects
- 18. Featured Projects Section Thissection is used to showcase projects submitted to the site that the Greenhouse and Oblong staff find particularly interesting and useful. They contain a small description about the project along with a link to find more information.
- 19. "See More" Section Thisis the page the user is taken to when they click "See More". It has a detailed description about how and why the programmer made it. It also includes a "See Code" button to view the code (if the programmer allows it) as well as a "View Profiles" button that takes the user to the Greenhouse U profiles of the programmer(s).
- 20. View Profiles Section Thisis the page the user is taken to when they click the "View Profiles" button. It shows the Greenhouse U profiles of the programmer or programmers behind the project. It includes a brief description of the programmer as well as links to any social media sites the programmers have linked with their profiles.
- 21. Join the Movement Thisis the page for users to create profiles on the Greenhouse U page. It features the functionality to create their profiles with multiple social media sites, including Facebook, Twitter, and LinkedIn. The benefit of this is twofold - users will have more of a presence on Greenhouse U, and they will also be able to easily share projects, helping spread the word.
- 22. Current Competitions This pageincludes a description about any competitions currently under way, with a description of the competition and space to describe prizes or any other details. There's also a button to submit code. The sky's the limit with this section - anything related to coding competitions can be placed here.
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- 24. Learn about theuser base and tailor ad placement and content
- 25. Learn about theuser base and tailor ad placement and content Growing understanding of who these user are through: User is unknown to us. We want to paint a clearer picture of our audience. Can learn their: ● Musical taste ● Favorite movies ● Work and Educational History ● Favorite books
- 26. Learn about theuser base and tailor ad placement and content Key Performance Indicators: ● Number of Greenhouse SDK downloads. ● Number of Likes on Facebook. ● Number of Retweets on Twitter. ● Number of QR code scans from interactive displays.
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- 28. GrowData-driven decision makingand the future of the campaign As we learn more about creative coders, and as the greenhouse brand grows, we wish to provide options to grow the campaign.
- 29. MIT • StanfordUniversity • Carnegie Mellon University • University of California Berkeley Harvard University • Princeton University • UCLA • Cornell University • Columbia University University of Washington • University of Illinois Best Computer Science Universities in the United States Target the best creative coders around the country by reusing the campus campaign at other universities This will attract the most talented creative coders to build incredible programs using greenhouse
- 30. Tech Blogs are websitescommonly visited by creative coders. Blog posts about greenhouse and advertisements on these blogs are excellent methods to reach the target audience. Ads attract users to the greenhouse facebook page Ads can target very specific demographics Can try different strategies and compare them; learn which ads are most effective Targeted ads based on interests Can begin with what we know about creative coders, and refine these parameters as we learn Future Media Placement
- 31. greenhouseCreate the futureof human-computer interaction