Slides for marketing and graphic design

Captain Cheddar Marketing

Wednesday, 2 July 2014

BRIEF

- Using GameSalad create a video game that would then be part of an in-depth marketing plan

- After creating the game, produce an in depth marketing plan.



Target audience iphone home screen

Text


App store top 20: descriptions


The Temple Run icon not only simple and recognisable, but it also stands out due to the bold colours and striking image used, even though the main character is not the icon this image is still relatable to temple run due the temple/cave style statue theme. It’s made up of two main colours which are a yellow/ gold and black, however there are lots of different parts that are shaded and differently coloured to give it that 3D kind of effect and also emphasise the facial features of the Monster. It also include black and different shades of gold/yellow, there is also several white strips placed on the hands lip and nose, which make it seem as though a light is reflecting off of it. All this helps to give the overall image more depth. Through looking at the official Apple app icon grid we can see that the Temple Run icon is positioned with the top of the lip lining exactly central of the icon grid, the inner most circle contains a small part of the nose and the full portion of the nostrils, as well as the central part of the top lip. The outer most circle also contains parts of the facial features such as the eyes, arms and hands, this is because the icon is a close up of the monster/creatures face.

TEMPLE RUN APP ANALYSIS


Little White Lies & Total Film cover analysis

COMPARISON

The Little White lies cover is much more clear-cut with a much more artistic feel to it. The Total Film cover has a lot more writing and is very busy in comparison, the Little White Lies cover does not contain a slogan, pull quote or any other additional information apart from the title of the film. The simplicity and less-informing cover would most likely to appeal to a more niche market, who know what to expect from purchasing this brand of magazine, perhaps the more hardcore fans of film. The total film cover seems to attempt to appeal to a much larger market and entice the audience with their cover elements.


Our target audience is older children to pre-teens (7-15)


4 P’s In Marketing (relative to Ridiculous Fishing)



Abstract

Gameplay/Screenshot

Character Title as text

Language as image Symbolic

Scotts 6 different app icon ideas


I tried out a background that has depth to it and also stands out, i used the colour scheme of orange

and yellow that match the colours of the main character, i also contained our main character

Captain which adds clarity and consistency.

Character/Action

Kaylee: If the game was well known it would be obvious because of the main character. I like how the colours blend in really well, as the background has two different tones orange/yellow. Makes captain cheddar stand out.

Kaylee: Looks clean and tidy. The character was made to a high standard as well as the background

Kaylee: The consistency was kept, it is relatable to your game since the main character appears clearly on it, the colours correspond well with

the colour scheme.

APP ICON PEER ANALYSES


Gameplay/ screenshot

I simply used a screenshot from the in-game screen, this ultimately gives the audience

the best possible view of what to expect fromthe game.

Kaylee: Good: I like how you can see the whole of the game and whatsinvolved. Bad: Looks a little blurry.

Kaylee:Good: Looks clean and easy to know the genre is a fishing game. I like the use of child friendly colours, which stands outand make the game fun. bad: needs more fishes involved. looks empty?

Kaylee:good: Fits in really well with the game, with the fishing boat, fish, sand and sea. Bad: N/A

APP ICON PEER ANALYSES 2



Finished App Logo In Colour


Aims Of Advertising CampaignThe main aims of our advertising campaign is to expose our game to a wider audience, particularly a young audience as well as their parents,

we plan to do this via several forms of promotion such as web banners, stickers , posters and social media. My idea for social media is to create an account on both Twitter in order to reach out to a larger audience, gaining a following and getting Retweets on Twitter will help

to achieve this. In order to do this i will need to research ways to insure the Twitter account takes off, and will allow me to update a wider audience on special offers, competitions and generally spread the word about our game.

PRIMARY AIM:- Get approximately 100 of the game in the first month.

-SECONDARY AIM:

- Build on the Captain Cheddar brand and get 300 twitter followers on it’s account.

Direct Ads: T-Shirts with the captain Cheddar logo, hoodies and a Twitter account that is based around the fishing theme.

Indirects Ads: This could involve asking youtube bloggers to review our game, and will expose the game to a wider market.

Promotion: Give shout outs from Captain Cheddars Titter, competitions to win merchandise, and interact with the public via Twitter in order to keep them interested.


Schedule

We decided to release our app game on the May 1st on the Thursday. This was a deliberate decision since it is away from

the Christmas period which is notoriously hard in terms of

competition.

We release promotional posters on the 24th of April exactly a week before the

release of our app game.

Our merchandise is released on the 3rd of may 2 days after the release of our game, this is in attempt to generate

hype for the game release week.

Our Twitter will be launched just under a month before release on the 7th of

April, in order to build up our following and social media following up towards

release.


SCHEDULE

Week 1 Research Wallpapers & Banners Merchandise & Promo App Icon

Monday 1 Hour

Tuesday 1 Hour

Wednesday 1 Hour

Thursday 1 Hour

Friday 40mins

Week 2

Monday 1 Hour 1 Hour

Tuesday

Wednesday 2 Hours

Thursday 30mins

Friday 1 Hour


Twitter Account

To interact with fans of the game, give opportunities to win prizes and expose my game to a larger audience i created an official twitter account for Captain Cheddar: The aim of the #CheddarChuesday is to give

away merchandise bundles to one of the people that retweet the tweet. This will encourage people to retweet our tweet and therefore expose our account to a larger audience. Furthermore, the idea of doing in one Tuesday every month means that people may check the Captain Cheddar account more regularly in order to have opportunities to win.

To maintain interaction with the accounts following, we will be doing a daily #CheddarChoiceQuestion in which we will ask a captain/fishing/pirate/cheese related question. There will be two options available, and to answer the audience will either Retweet or Favourite depending on what they think the answer is. This will not only keep our followers entertained, but it will also encourage to RT and FAV the tweets.


CAPTAIN CHEDDAR VIDEO ADVERT

LINK: http://vimeo.com/97326947


http://vimeo.com/97326947

http://vimeo.com/97326947

PromotionStickers

This is my idea for two possible designs for our ‘Captain Cheddar’ game stickers, possible ideas could include cooperating with a kids magazine to try and get our stickers as a ‘free gift’ inside. This will not only help to get exposure for our game, but the magazine may also be more inclined to accept this deal since their profits may rise due to consumers wanting the free stickers.

TWITTER ACCOUNT

We will promote our twitter via our leaflets that we’re handing out in our

publicity stunt, we also encouraged the people that take pictures with our

characters in the costumes and post them to twitter with the hashtag

#CaptainCheddarSelfie this along with putting into place what we discovered

in our social media research will help to kick start our account.

Merchandise


GRAPHIC DESIGNSThe Wallpapers Posters/ Billboards Hoodie, Stickers, Towel, App icon


Web BannersI began the process by looking at other Banner designs to get ideas, and also clarify the main aspects needed to make a successful banner add and took away 3 main points:

- Make it relevant to the product

- Use bold text & colours

- Keep it simple and not overcrowded (only important text)

I proceeded to further investigate into the exact measurements the banners needed to be and researched into which ones get the most ‘clicks’.

I then created my own banners using the correct measurements. While creating the banners i experimented with different texts to use and different effects for each sized banner add. Furthermore, i also kept into consideration that i needed to keep a theme throughout which would give a clear hint as to what my game ‘Captain Cheddar’ would involve by using the theme of light ocean blue colours. Another important factor i took into consideration was in order to appeal to our younger target audience, to do so i decided to keep bold colours, and also keep the add as simple, relevant and appealable as possible.

I also gained feedback for my banners, originally my banner was simply just our character and the game title, after receiving peer feed back i added the ‘Available on the app store’ banner and, to make it less bland and also more appealable to our target audience i decided to insert different effects, and believe this really helped to improve my product.


Designs

Wallpapers Hoodie, Sticker and towel merchandise



Publicity stuntOur idea for a publicity stunt is to gather a small group to dress up in human sized

costumes of our characters, such as Captain Cheddar, and a Jelly Fish, this will attract attention if we target town centres around the area, our team will be handing out small paper leaflets of our poster and encouraging people (mainly children and pre-teens) to

take pictures with the characters and post them on twitter with the hashtag #CaptainCheddarSelfie and our twitter account will retweet them in return.


Merchandise design ideas & feedback


Graphic design: Fit For Purpose

I would view my app icon, hoodie design, and web banners as being fit for purpose since i intentionally made sure that i kept our main target audience in mind when i created them, this was from different forms of research, for

example: for the app icon i analysed and took note of the main elements of similar apps to ours that may be seen as competition, i also used further research into app icons, and this ultimately helped me to create an app icon that

looks appealing and colourful, i centred our character directly in the centre of the icon, i also believe the effect i have used draws your eye into the icon and works effectively.

To insure my merchandise was fit for purpose i gained feedback from our target audience in order to help me create my different forms of merchandise in a way that

would be directly appealing to our target audience. After receiving the feedback i was told how my product fits the target audience well, the original hoodie design

did not have the blue bubbles beside our character and looked slightly bland, however the feedback i received helped me to change this and now i believe the

product is the best it can be, and contains enough colour and is attractive enough to appeal to our target audience, enough for them to want to purchase my product.

Before creating my web banners i thoroughly researched into what main aspects it needed, including correct measurements, and what goes into creating a successful banner add, for example bold colours, limited text, and insuring to make the banner directly relatable to the target audience.When creating my banners i experimented with different texts and themes, throughout i attempted

to keep the theme of ocean blue colours, and used a bold yellow title, that is directly relatable to Captain Cheddar our main character.



FreelanceAfter research i discovered that freelance rates are approximately £20 an hour in this particular sector. However, as noted by Patricia Van Den Akker, it is an extremely competitive area to work in and that frequently the rate is decided by the employer, and that also this depends on several different aspects including (via TheDesignTrust):

• what experience you need for the job and how unique your skill set is• where the work is e.g. London pays higher hourly rates• how long the work is for: if the work is for a longer period then often the daily rate goes down• when the work is: for night or weekend work you get obviously paid more, or if there is an emergency or a speed job

to be done• the market rate• your ability to negotiate

Therefore, taking into count that i am just starting in this industry, and that i have some but not extensive experience in this particular area, i would be expecting a lower rate of pay of around 10 pound per hour, also taking into count the amount of

hours i have put into the work:- 3 hours into extensive app research & target audience research, including creating a schedule and other planning

activities.- 4 hours overall into web banners research and production, merchandise drafts and designs, and several other graphic

design activities.

Overall i would ultimately expect to be paid around £70 for this work.



Potential Change 1

The first piece of feedback i received was regarding the social media campaign.

Due to the young audience our game plans garner our Twitter campaign may not be effective enough to reach

them, perhaps we will need to target the parents on Twitter.

Another way to do so could be to find another social media outlet that younger people use, we could do a similar campaign on outlets such as: Club Penguin,

Neopets and more. I have Researched and discovered a list of potential social media sites with young users that

we could potentially target.


Potential Change 2

After asking a question regarding our publicity stunt, i received feedback stating that there should be a mock picture displaying what our publicity stunt should

involve. In response to this feedback i have inserted a picture that shows a clear

image of what we plan to do, showing our team wearing the captain cheddar costumes and giving out flyers giving further information about

our game and twitter account


Potential Change 3After asking whether or not we put enough research into our target audience,

our feedback explained how we need to highlight directly who our target audience is and think of other ways to reach them.

- As a response to this feedback i have edited in clear writing of our target audience inside one of our previous slides:

- To take this feedback further in response to finding ways to reach them, is perhaps look into reaching out to the parents of

the children who will be purchasing the app, we could do this by targeting websites with my web banners that parents will typically

be on. This method of targeting parents is beneficial since our target audience of pre-teens do not typically have an income or

access to iTunes, therefore targeting parents could be more worth while.


Technology

Slides for marketing and graphic design