1. greenhouseCreate the future of
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
The creative 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!
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3. Academic
Creative
Coders
Skilled: Through our research 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
From our 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 to Greenhouse 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 Illinois in 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
is the 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 Coders like 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 example of 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 out more
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 banner ad 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.)
This advertisement 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 and Spotify, 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.)
In addition 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.
17. Greenhouse U landing page
Includes introductory
information as well as a few
screenshots from different
projects
18. Featured Projects Section
This section 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
This is 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
This is 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
This is 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 page includes 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.
24. Learn about the user base and tailor ad
placement and content
25. Learn about the user 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 the user 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.
28. GrowData-driven decision making and
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 • Stanford University • 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
websites commonly 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
