THE
COLOR
RUN
PROMOTIONAL CAMPAIGN
URL: ha-webdesigner.com/wordpress/
PROMOTIONAL CAMPAIGN
FOR THE COLOR RUN
URL: ha-webdesigner.com/wordpress/
Giedre Bucyte
E-mail: cph-gb15@cphbusiness.dk
Portfolio: giedre.dk
Liene Kalnina
Hina Ahmed
E-mail: cph-lk27@cphbusiness.dk
E-mail: cph-ha9@cphbusiness.dk
Portfolio: liene.kalnina.dk
Portfolio: ha-webdesigner.com
School
Class
Supervisor
Date
Copenhagen Business
Academy
Multimedia design &
Morten Rold
04.06.2014
Communications; 4th semester
2
FOREWORD
The concept of The Color Run was both
unique and attractive for us. It came to us
through word of mouth and lead us to do our
final project about this event.
All the decisions taken in this project are
based on our research, own surveys and
testing on the Color Run event, their website
and promotion.
We are planning to participate in this event
on 15th June 2014 and we will share our experience with you.
Happy reading!
3
INTRODUCTION
TABLE
OF
CONTENTS
Project description ...............................................6
About the color run ..............................................6
Company selection...............................................7
Problem description..............................................8
Problem formulation .............................................9
Delimitations....................................................... 9
Theory and method............................................. 10
Subconclusion of introduction chapter.................11
ANALYSIS
Swot analysis......................................................13
Stakeholder analysis.......................................... 14
Risk analysis.......................................................15
The 4 p’s of marketing....................................16-17
Aida model...........................................................18
Subconclusion of analysis chapter......................19
TESTING AND SURVEYS
Usability testing....................................................21
User test...............................................................22
Expert evaluation.................................................23
Survey..................................................................24
Subconclusion of testing and
surveys chapter....................................................25
COMMUNICATION
Target group analysis.....................................27-28
Buyer behaviour.............................................29-30
Communication plan............................................31
Lasswell’s communication model........................32
Implementation plan........................................33-51
Subconclusion of communication chapter...........52
DESIGN DOCUMENTATION
Information design...........................................54
Interaction design............................................55
Presentation design.........................................56
Sketching, wireframing and mockups.........57-62
Mood board......................................................63
Colors...............................................................64
Fonts................................................................65
Brand personality........................................66-68
Graphics...........................................................69
Images.............................................................70
Gestalt laws................................................71-72
Subconclusion of design
documentation chapter.....................................73
INTERACTION DEVELOPMENT
Navigation diagram..........................................75
CMS-wordpress..........................................76-77
Pros and cons of using wordpress..................78
Code snippets.................................................79
Subconclusion of interaction
development chapter.......................................80
CONCLUSION AND REFLECTION
Conclusion.......................................................82
Reflection....................................................83-84
APPENDIX
References...................................................... 86
Project planning...........................................88-90
Survey results..............................................91-95
User test questions and answers................96-98
Poster sketches.........................................99-101
Merchandising stuff sketches..................102-104
Budgetplan...................................................105
4
INTRODUCTION
In this chapter you will get a short introduction of the project and the problem formulation. You can read our justification about the
company choice and idea behind it and how
we are going to execute the project.
5
1. INTRODUCTION
PROJECT
DESCRIPTION
ABOUT
THE COLOR RUN
This project is about creating awareness
about a global event - The Color Run, whose
main purpose is to bring the community together by promoting healthy and happy lifestyle.
The Color Run event resembles to an Indian
religious festival “Holi”1, which is also called
festival of love or festival of colors. It is a very
popular festival and recently it has spread
not only in Asia but also in some parts of Europe and North America.
Color Run is an event where people gathers for a 5 kilometer run and have fun at the
same time. There are no winners and no
prizes for this event, but there are only two
rules as you start with white clothes and end
up with lots of colors all over. This race is
organized to encourage people to socialize
and have fun together with others.
The Color Run is partnered with local or
global charity organizations and one of the
global charity partners is globalcitizen.org.
1. http://en.wikipedia.org/wiki/Holi
6
1. INTRODUCTION
COMPANY
SELECTION
We choose this project as it looks very exciting, interesting and challenging at the same
time, where the company combines fun with
a sport activity. Moreover The Color Run has
a big potential to become one of the largest
event all over the world. They don’t have any
limitations, everyone can participate1.
The Color Run supports healthy and happy
lifestyle that is also relevant to our lifestyle.
As we are a part of the target group, we can
be more empathic about the concept and
bring fresh ideas on how to improve.
Through this project, we can show them how
to create awareness about the run and promote it in both online and offline media.
1. http://thecolorrun.com/about/
7
1. INTRODUCTION
PROBLEM
DESCRIPTION
/Reasoning behind the idea
By doing research and testing on the event
and their website, we found various problems which can be a hurdle in promoting the
event.
There are lots of problem regarding user experience on the website, such as visual inconsistency, misleading communication and
navigation on the site.
The Color Run started in 2012 Pheonix Arizona, then it spread in over 50 Northern
American cities with 600.000 participants.
After this success, they expanded over 200
cities in different continents1. Although it is a
very popular event in US, they have lack of
awareness in Europe.
Furthermore the Color Run always works
with charitable organizations, but the people
who participate in the run are not aware of
what they are running for.
Our research show that people in Denmark
haven’t heard about the event (see survey
results on page !!). There is no promotion in
offline media. The online promotion is done
by the website and the Facebook page.
1. http://en.wikipedia.org/wiki/The_Color_Run
The Color Run’s website does not present
the message clearly. The Color Run needs
a strong visual identity to communicate and
convey the message to its target group. The
brand tells the story, it’s not only the visual
identity but also the actions it takes to communicate with the target group and make
them recognized.
8
1. INTRODUCTION
PROBLEM
FORMULATION
DELIMITATIONS
How can we improve the awareness of
the event among the target group together with improving visual communication and user experience on their
website?
As the main focus is on Europe, we cannot
consider covering each and every country,
therefore we have chosen Denmark as a
case study and our focus will be entirely on
this country to promote the event.
Research questions
We will promote the company in such a way
that it will become a very popular event in
Denmark. We will do this by doing some
analysis (SWOT , Stakeholder, Risk analysis,
Marketing Mix, AIDA Model and Target group
analysis) about the company. This will guide
us to find the right way of creating awareness among the target group and promoting
the company.
Through research and using different methods and analysis, we will go in depth about
the company’s marketing strategy and values and find the best possible solution for
the company to become the most popular
event in Europe.
- How can we improve the overall user experience and visual identity?
- What is the purpose of Color Run and how
we can improve the story behind the brand?
- Which media should be selected in order to
attract the target group?
- How can this event attract the target group
and take an action for a cause?
As International students, we make the website in English due to our limited knowledge
of Danish language. That is why we didn’t
make the language option. But we made some
mockups for country selection and language
selection which will be implemented in future.
(see mockups in page 61)
Furthermore we do few tests (User test, expert Evaluation) to check visual communication on the website. Therefore the focus will
also be on the design and coding. The website will be made using CMS-Wordpress.
9
1. INTRODUCTION
THEORY AND
METHOD
Prototyping
For this project we are using prototyping
development method1. This is a very useful
approach in web development as it gives a
better possibility to handle the process effectively and quickly. It allows iterations, which
help us in testing and going back to the process and make some improvements if necessary.
In this process, we started with project ideas
and problem formulation. All the necessary
analysis, initial testing and research are done
on the way to get information and continue to
build prototype. The prototype is then tested
by means of various user tests and for quality assurance. After testing, it is determined
whether everything is working or we need to
make some changes. This cycle continues
till we get desirable results.
meetings, where we gave a quick summary
of previous day work to each other and discuss the work for the following day. These
meetings were very helpful as we used them
in our previous projects.
In the beginning, we made SWOT and
Stakeholder analysis which helped to investigate about the company and who might have
Prototyping model2
Initial
requirements
interest or impact in this event. Then we analyise the importance of 4 P’s of marketing mix
and using AIDA model we know how to get target group’s attention and interest and create
desire to participate. Then we made a communication plan to identify the sender, target audience and their segmentation. Afterwards we
focused on design and usability of the website
together with the implementation plan.
Build
prototype
Yes
Analysis
Test it
Revise & modify
prototype
Implement
No
After doing PBS and WBS, we scheduled all
the tasks in a Gantt chart. Furthermore we
had daily
1. http://en.wikipedia.org/wiki/Software_development_
methodology
2.http://csebrules.blogspot.dk/2011/01/assignment-2-task-2-prototyping-model.html
10
1. INTRODUCTION
SUBCONCLUSION OF
INTRODUCTION CHAPTER
We have chosen a global event The Color Run,
which promotes healthiness and happiness. We
thought it would be both exciting and challenging at
the same time as it is very popular in US and needs
to improve awareness among target audience in Europe.
Using Denmark as a case, our job is to do lots of research using different testing methods, analysis and
survey to find the ways of improving communication in
both online and offline media.
11
ANALYSIS
In this chapter some analysis have been
done in order to know about the company’s
current situation, the stakeholders involved
and the risks associated in the project. We
looked through Aida model and the four P’s
of marketing as well in order to plan the promotional strategies of the Color Run.
12
2. ANALYSIS
SWOT
ANALYSIS
Strenghts
Threats
1. A very popular global event
2. A wide target audience e.g. families,
young and old people, handicap
3. Many companies want to get involved as
a sponsor as they would get noticed among
different target groups
4. The events held during the weekend,
which give a possibility to more people to
participate in the event
1. Less participants due to poor weather
2. Similar or more popular events taking
place
Weaknesses
1. Needs lots of volunteers, as they are not
very well known in Europe
2. Poor communication both in online and
offline media which is an obstacle to create
awareness about the event
3. Do not have clear information about the
powdered color used to shower
4. Website is not user friendly
5. Poor planning
1. A very colorful fun event that can raise interest of media
2. To make new partners and sponsors.
Conclusion of SWOT
With the help of this analysis, we will able to
get full awareness about the company’s situation, which is very important for effective
communication. We want to turn their weaknesses into strengths by improving communication and user experience in both online
and offline media.
SWOT model
Helpful
Internal factors
Opportunities
External factors
As a part of our research about the company
The Color Run, we are using SWOT analysis1 to evaluate company’s internal situation
and external potentials.
Harmful
S W
STRENGHTS
WEAKNESSES
O T
OPPORTUNITIES
THREATS
We will target the same audience by using
more effective means of communication in
order to promote and improve awareness
among them. We want to make them more
visible by partnering/sponsoring them with
well-known local or international companies.
13
1. http://en.wikipedia.org/wiki/SWOT_analysis
2. ANALYSIS
STAKEHOLDER
ANALYSIS
Partners - companies/organizations- The
charitable organizations local or global have
an impact on improving the event and communication.
Sponsors - All the sponsor companies local
or global can help to make the event noticeable.
Target group
Primary target group: all the people between
the age group 20 to 40 years.
This analysis helped us to find out the impact
of stakeholders in this event. We used it to differentiate among them and find the best possible way to communicate with them.
Stakeholder model
1
Stakeholders
3
4
2
5
Low
1. http://www.slideshare.net/stakeholder-analysis
Conclusion
Media companies - the companies, which
will be responsible for both online and offline
marketing such as, press, print media and
merchandizing stuff.
High
The Color Run - It is the company behind
this colorful event. They need to create
awareness by improving their communication strategy and user experience on their
website, so it plays an important role as being a stakeholder.
Power
Stakeholder description
Secondary target group: families with children, senior and people who have disabilities.
Gender : Male, female
Region: Denmark
1) The Color Run
2) Partners
3) Sponsors
4) Primary target group
5) Secondary target group
Low
This analysis is done in order to find out the
influence and interest of stakeholders on this
project, and to identify how to communicate
with them.1
Interest
High
14
2. ANALYSIS
RISK
ANALYSIS1
Prospective
risk
Who is affected
by risk
Control
measure
Comments and
actions
Risk
rating
Less participants due
to poor weather
The Color Run, their
sponsors and partners
Studying the weather
forecast
To build tents for the
participants
High
Similar or more popular
events taking place
The Color Run, their
sponsors and partners
Observe and research
before announcing
event’s date
Using guerilla marketing
new and interesting ways
to grab people attention
Medium
Crowd control
Participants and
organizers
Observe how many
tickets are sold
In consideration of how
many tickets are sold we
could tell how many
participants will attend the
event. In order to control
crowd properly we should
have enough staff and
volunteers. Making sure
there are enough
barriers, toilets and
ambulance points.
Low
Public order problems
due to alcohol on the
site
Participants and
organizers
Monitor all the participants at the entrance
Call for organizers and
police assistance if
necessary
Low
The color allergy
Participants
Study possible cases
Inform people about
possible risks
Low
1.http://www.infosectoday.com/Articles/Intro_Risk_
Analysis.htm
This analysis would help us to reduce identified risk related to the event and make sure
that everything is under control. It would also
help to avoid financial losses.
15
2. ANALYSIS
THE 4 P’S OF
MARKETING
The 4 P’s of marketing1 was one of the most
important analyses we did in order to find
about the right place, right price and the right
time for our product which is the event The
Color Run.
The four P’s are:
- Product
- Price
- Place
- Promotion
Product
Price
The product in our case is the event Color
Run, which is a 5 kilometer race filled with
colors, fun and happiness. This run is very
popular is USA and now it is entering the Europe market to get popularity by engaging
people through this colorful event.
The price of participating has already been set
by the organizers of the event. The price is set
by price rate for the similar events that is a lot
higher than The Color Run. Besides getting a
shirt, a number and colored powder with their
tickets, the experience of the Color Runs is
definitely worth the price.
The reason this run differentiate itself from
other races or runs is the unique concept behind it. The runner will be doused with colored powder after every kilometer, which
makes the run a fun event. The after party
adds more spices to this event and makes it
one days festival.
Secondly there are no limits for participating
in this event as of age or whether you are a
professional runner or not. So it encourages all the people who are active, happy and
wants to experience something full of fun.
1. http://toolkit.smallbiz.nsw.gov.au/part/3/12/56
The price is very reasonable compared to
marathon prices in Denmark2. These races
are targeted to experienced runners and most
of them are half marathon to marathon.
For The Color Run, people can win free tickets
during online competitions on Facebook (see
more on page 33 ). Furthermore some amount
of money is paid for donations, which is included in the price and going for a good cause.
2. http://www.copenhagenmarathon.dk/en/registration/
16
2. ANALYSIS
THE 4 P’S OF
MARKETING
Place
Promotion
Subconclusion
Here we are talking about how the product will be delivered to the target group and
what channels should we use to do that. The
product here is actually the event tickets,
which we are selling through online channels
such as website and Facebook page. These
channels are selected very carefully
This P is very important in our plan. Here we
look carefully about how to create awareness about the event. We are using both online and offline media to get as much attention of our target group. We are also doing
few press releases in order to engage the
audience.
This marketing mix tool helped us to make an
effective marketing plan and define the marketing or promotional strategies for the product. Using this model we can set some objectives for ourselves which can help in promotion
and communication.
Basically this is very much dependent on the
promotional strategies and planning of the
event. We have based these choices on the
survey that we made. So the more awareness we create, the more people know about
the event and take action.
In the next chapter, we have a detailed implementation plan, where we describe about
where and when to promote and which media we will use for promotion.
17
2. ANALYSIS
AIDA
MODEL
Every communication has to work extremely
hard to get noticed. We are using AIDA model as a tool to ensure that our communication
strategy and implementation plan will grab
attention and more and more people will get
aware about the event.
ATTENTION
-Unexpected and exciting
content
-Attractive and interesting
graphics or title
Attention
Here we want that all the promotion we do
will get attention of our target audience. Our
implementation plan for online and offline
promotion will be scheduled very carefully,
so that the event will get noticed by a large
target audience.
Furthermore the new website will be made
after user testing with colorful images and
videos to get user’s attention. The design is
simple and user friendly and provides all the
necessary information.
Interest
After getting the attention of our target audience, we want them to maintain their interest in our event. We are doing it by using different techniques for promotion and design
DESIRE
-Relevant message
-Promise of satisfaction
-Attractive offer
-Raising tense or
mystery
-Feeling of special
situation, special offer
-Promise of satisfaction
-Raising tense or mystery
INTEREST
like guerrilla marketing, hashtags and using
strong images and videos to raise their interest for the event both in online and offline
media and emphasize on the reason for running.
Desire
The next step after creating audiences’ interest for the event is to have a desire in them
to participate in the event. The interest and
desire are very closely related to each other
or go hand in hand. The promotional material
again plays an important role to spread the
word of mouth creating interest and desire to
participate.
-Visiting the website
-Purchase ticket
-Subscription
-Contacting trough online
contact form
ACTION
Action
This is the final step where we want our target
audience to take an action if they still have
an interest and desire to participate. The call
to action button on the website which is for
buying tickets for the event will lead them to
take the final action.
Subconclusion
Using this model we were able to differentiate
among the four parts of AIDA model. We ensure that our event get target group’s attention
and engage their interest followed by creating
desire to participate in the event. The final action they take will be for buying tickets.
18
2. ANALYSIS
SUBCONCLUSION OF
ANALYSIS CHAPTER
We have made 5 different analyses – SWOT analysis,
Stakeholders analysis, risk analysis, AIDA model and
marketing mix analysis. With the help of these analyses,
we find out the current situation of the company and all the
stakeholders involved and their impact in this event. We
identified the risks in this project and what precautionary
measures should be taken in order to reduce the risk.
AIDA model helped us to find the importance of grabbing
target groups’ attention and interest, and build a desire
about the event and finally take an action by buying tickets
and participating in the event. The marketing mix will help us
to find the right promotional strategy, price and placement.
19
TESTING
AND SURVEYS
This chapter shows the testing done for Color Run existing website for Denmark and survey to know about the popularity of the event
in Denmark.
20
3. TESTING AND SURVEYS
USABILITY
TESTING
It is a testing method used to investigate and
evaluate the product’s functionality and use.
We used this method to inspect certain elements about the Color Run’s website as it is
one of the main platforms for the user to visit
and perform the action i.e. buy tickets.
Screenshot of The Color Run’s original website
Since we have started the project and did
testing on the website, the Danish color
run site has changed around 5-6 times to
a complete new layout and design. Due to
time limitations we couldn’t do the testing
on all the layouts, so we continued our research and analysis based on the results
of the first version of the website.
We did User test and Expert Evaluation on
the original website for Denmark in order to
see if the website draws user’s attention for
the right purpose.
21
3. TESTING AND SURVEYS
USER
TEST
We tested the website on 5 users. For conducting the test, we gave the users some
tasks to see if they can find information easily on the website (see user test results on
page 96-98 ).
The main problem every user mentioned
was booking the tickets. The button is hard
to find and involves many clicks to get the
info about tickets or buy them. The other
problems like charity cause, event info and
message is not clearly visible on the website.
User test results
This test helped us to create awareness of
the event and send a clear message to the
user. Keeping the results in mind, we tried
that our solution gives the user a satisfactory
and quick experience.
The user can get the information about the
event, and buy the tickets through the website easily. Moreover they can write about
their experience on Facebook page, which
will act as a word of mouth to spread the
news about the event.
Taking Denmark as an example for our project, the test results show lots of different
problems on the original site of The Color
Run homepage.
22
3. TESTING AND SURVEYS
EXPERT
EVALUATION
This evaluation is done by two experts to
highlight the things which are not working
well on the website. We used Jakob Nielsen’s 10 heuristics1 for this test.
The test is done by our classmates. It takes
around an hour to do the test and can be
easily done at home. We did this testing on
The Color Run old website’s version for Denmark.
Expert evaluation results
According to the experts, the site is not user
friendly. There is no consistency among Color Run websites for different countries. The
international site confuses a lot as it is only
meant for USA. There is no option in other
countries to select languages.
Sign up button page leads to another page
and it is hard to find book tickets option.
Expert evaluation based on 10 heuristics
VISIBILITY OF
SYSTEM STATUS
CLARITY OF
CONTENT
-Unexpected and exciting
content
-Attractive and interesting
graphics or title
-Repeated content
-Unclear buying tickets
option
-too long text lines
RECOGNIZATION RATHER
THAN RECALL
AESTHETIC AND
MINIMALIST DESIGN
-Instructions are not clear
for the user for buying
tickets
-Logo doesn’t match with
the original logo
FLEXIBILITY AND
EFFICIENCY OF USE
HELP AND
DOCUMENTATION
-Easy and understandable but hard to navigate
MATCH BETWEEN SYSTEM
AND REAL WORLD
-The language used is
understandable
USER CONTROL
AND FREEDOM
-Navigation is not clear
-No emergency exit
CONSISTENCY AND
STANDARDS
-The four boxes leads to
same page
ERROR PREVENTION
-Not relevant
-Not presented clearly
like contact info
There is lots of repeated content on the website and links lead to the same page.(see
Test)
1. http://www.nngroup.com/articles/ten-usability-heuristics/
23
3. TESTING AND SURVEYS
SURVEY
We made a short survey in order to see how
many people know about the event or heard
about it. There are few other questions as
well which will give us an idea about the target group, their age and gender and what different media are they using.
Question examples and statistics
Survey results
We got a good response in the survey.
Around 70 people did the survey and it
showed that more than half of the target
group didn’t know about the event. The ones
who heard about it have heard through Facebook and friends.
It is very visible from the survey that people are not aware of the event. Although it’s
a very colorful and festive event but it is not
well promoted in Denmark.
Using this survey as a base for our project,
we made an implementation plan which covers all the promotional methods need to implement in order to improve the awareness
and communication of the event.
(See survey results and statistics on page
91-95)
24
3. TESTING AND SURVEYS
SUBCONCLUSION OF TESTING
AND SURVEYS CHAPTER
The survey and testing methods helped us to know
about the current situation of the company The Color Run. The survey showed that the event is not
very popular in Denmark and needs lots of communicational planning to spread the message to the target group. Secondly the website has many flaws and
drawbacks, therefore it needs a re design.
25
COMMUNICATION
In this chapter you will read the target group analysis,
buyer behavior and communication plan, which will give
a clear idea about the sender, target audience and the
message, and how we will communicate with them. In
order to achieve best communication and improve the
awareness of the event, an implementation plan has
been made which is based on different analysis, test
methods and surveys.
26
4. COMMUNICATION
TARGET GROUP
ANALYSIS
In order to define the target audience in a
communication plan, we need to know the
characteristics of our target audience. Therefore target group analysis has done to fully
understand the values and attitudes of the
audience.
From this age people start earning money
and make financial decisions. They are more
active in social media. According to Sear Engine journal infographics, the most active users on the internet is between age 18 to 49
that falls into our target group3.
Target market demographics
The survey also showed the highest response from people aged between 20-40
years, who are active in social media therefore we considered them as a primary target
group. Furthermore this age group is very
active in Denmark both socially and physically. They are highly active in sports and
participate in all small and big events with
joy.
Why we choose this target group?
As the company has no specific boundaries
and limits for the runners, everyone is welcome to participate in the run1. However we
have divided the audience in primary and
secondary target groups.
The audience is divided according to their
age and interest. The assumptions are made
based on our research about the people’s
behavior by age. According to research published by Brookings Institution people peaks
their “fluid inelegance” around age 20. They
are capable analyze, process and keep new
information. But experience and knowledge
intelligence comes with the age2.
1.http://thecolorrun.com/about/
2. http://goo.gl/yZZF3J
Psycho-graphics
This includes attitudes, beliefs, emotions, interest and values of the target audience. We
get this information through research about
Danish culture and society. Social media like
Facebook, Twitter and Instagram is very popular in Denmark. The people aged between
20-40 have a great interest in this media (see
Survey results on page 91-95)
The country is considered a very happy nation according to a survey4 and the color run
concept fits very well with Danes happiness as
this event promotes healthy and happy life.
The rest of the people are considered as
secondary target audience. It includes families with children, senior people and people
with disabilities.
3. http://goo.gl/6gwr4i
4. denmark.dk/en/meet-the-danes/work-life-balance-the27
danish-way/happy-danes/
4. COMMUNICATION
TARGET GROUP
ANALYSIS
Behaviour
The Danes are very concerned about groups
than individuality. They are fun lovers and
create a festive atmosphere wherever they
go, therefore they are ranked high among the
happiest countries in the world.
They are very concerned about their health
and have many opportunities to be active.
An analysis of buying behavior is done (see
Buyers Behavior next page) to investigate
their behavior towards buying tickets.
This event is a tool to enhance their festive
nature by bringing healthiness and happiness together with individuality and the feel
of giving back something to the community.
28
4. COMMUNICATION
BUYER
BEHAVIOUR
The main objective of the marketing is to create customer value. When we talk about selling tickets for the event we are talking about
selling unique experience1.
So it is very important to use AIDA method.
Attention Interest and Desire are the crucial
stages to encourage people to take an action. (See AIDA method)
Todays buyer is educated and has access
to more knowledge than ever before. Social
media have increased the transparency of
services so the potential buyer can consult
with the community online and get an overview about the service. That’s why making
business right is much more important than
ever.
The number of information channels has significantly increased. Due to massive information flow majority of the buyers filter information and find out relevant information them
selves online.
1. http://www.consumerpsychologist.com/intro.htm
“You want people to have an important experience they can talk
about on Twitter or Facebook.”
- says John Kenny.
Another massive change that emerged over
the years and due to social media is that
people developed habit of sharing information on social networks2. That’s why we have
decided to apply Guerrilla marketing3 technique for offline media (see bus stop poster)
in order to create attention and interest. The
intended effect is that people share it through
social media and that suppose to lead to desire and move people to purchase tickets.
factor in all aspects of Danish culture. Probably that is why Denmark has such a big craze
for cycling. Danes are probably born with bicycles, but what is more sports culture is deeply
embedded in the mentality of the nation.
There are 14, 000 sport clubs in the country
with 2mln members. Which makes almost half
of the population. Danes believe that sports
are crucial not only for health purposes but
also for democracy and social harmony.
We have also made target group analysis
that helped us to get a better overview about
Danish consumer lifestyle and potential buyer.
In Denmark the health and sustainability is
dominating factor in consumers mind-set.
Functionality aspect is also very important
2.http://www.square2marketing.com/Buyer-Behavior-Has-Changed/
3.http://www.creativeguerrillamarketing.com/
29
4. COMMUNICATION
BUYER
BEHAVIOUR
How to sell happiness to the Happiest Nation of the world?
Denmark stands in the first place as the Happiest country in the world. Based on “Euromonitor International” consumer lifestyle
report - Danes tend to spend freely on their
leisure time1,2.
As an example, very well known Roskilde festival gathers around 80,000 people
and this years Distortion festival expecting
around 100,000 people each night3;4.
According to marketing professor Jennifer
Aaker -
“The idea of brands enabling happiness and providing greater meaning
in the world is powerful”.
Happiness is a core of The Color Run’s
event. That’s why we use emotional marketing approach5. Happiness is something that
humanity streams for constantly where there
happiness is temporarily or permanent.
1.http://www.euromonitor.com/consumer-lifestyles-dk
2.http://denmark.dk/en/lifestyle/sport/
3. http://en.wikipedia.org/wiki/Roskilde_Festival
4. http://www.60by80.com/festival-distortion.html
5. http://blog.bufferapp.com/emotion-in-marketing
Our goal is not to sell tickets. Our goal is to
sell unique experience. And this has completely different approach than selling service or a product. And for selling experience
very important part is word of mouth. People should be able to share their experience
through different channels. The more people
talk about it through different channels – the
more engagement The Color Run will receive.
New scientific research states that people
are tending to share more positive than negative thing on the Internet6. And happiness
drive to an action. This is happening because people feel before thinking.
To sum all the facts up “The Color Run”
event has very high potential of success in
Denmark. We believe that using right marketing techniques and delivering message in
the right way will create higher awareness of
the event and increase ticket sales (see Implementation plan on page 33).
6. http://www.nytimes.com/good-news-spreads-faster
30
4. COMMUNICATION
COMMUNICATION
PLAN
Media
Intended effect
The intended effect of the event is to create
awareness of the event and raise people’s interest to participate in the event and to make
them aware of what they are running for
through online media.
The sender is The Color Run - a for-profit
event management company, which organizes high quality events.
The company will use both online and offline
media to promote the event in Denmark. The
event is promoted through event’s website
and social media like Facebook for online
media and for offline media posters, merchandizing stuff and guerilla marketing (see
more on page 35) will be used to promote
the event .
Message
Target group
“The happiest 5K on the planet”.
Their message clearly indicates that the 5
kilometer run emphasizes on healthiness
and happiness of the community by bringing
them together to participate in the run. This
is way of showing their care for the world.
It is the group of people who have the biggest interest in the event (product). We
should be very clear from the beginning
about the target group and the receiver as
the desired target group, in many cases, is
not the receiver.
Primary target group: people aged between 20-40
Secondary target group: families with children, senior citizens and people with disabilities.
Gender: Male, female
Status: No social or economic class
Region: Denmark
Communication plan1 will make us aware of
the means we need to focus in order to reach
the target group and what media should be
used to reach them.
Sender
The slogan is very clear and catchy so we
decided to keep it. Using this tagline, the
company wants to create awareness of the
event and make these 5 kilometers most colorful and memorable for the runners.
1.http://en.wikipedia.org/wiki/Communication_planning
Subconclusion
This analysis helped us to know about the
sender and the receiver and which media
should be appropriate to communicate with
them. The message is short and clear so that
the target audience will understand it quickly.
31
4. COMMUNICATION
LASSWELL’S
COMMUNICATION
MODEL1
Sender
Message
Media
”The Color Run” - a for-profit event
management company, which
organizes high quality events.
“The happiest 5K on the planet”.
The company will use both online
and offline media to promote the
events in Denmark
Noise
Similar event takes away the attention
Wrong way to communicate with the
target group
Feedback
Intended effect
Target group
People engagement
People are aware of the event
People purchse tickets
Primary target group: people aged
between 20-40
Secondary target group: families with
children
Gender: Male, female
Status: No social or economic class
Region: Denmark
1.http://en.wikipedia.org/wiki/Lasswell’s_model_of_
communication
32
4. COMMUNICATION
IMPLEMENTATION
PLAN
The implementation plan for The Color Run
is a detailed list of all the schedules, promotional activities together with cost required to
achieve the objectives we set for the event.
To improve the awareness of this event, we
are using different means to reach our target
group in order to get a huge response from
them.
We will promote the event in both online
and offline media to get noticed fast. For offline promotion, the event will be promoted
through posters,guerilla marketing and merchandizing stuff (read more on page 43).
Social media
People don’t trust traditional TV advertisement anymore. That’s why a lot of companies started to promote them selves through
Social media.
But social media is not the only place to think
of word-of mouth as only 7% of word-ofmouth spreads through online media1.
1. http://goo.gl/kaKy8P
Although we gain a lot of knowledge and
gather a lot of information online, face-toface conversations are still the best way to
spread the message. That’s why it is important to have both online and offline media.
In the end of the day what really matter are
how many people we have managed to engage and purchase our product or service.
tent2. Although the hash tag is a quiet new
thing in social media world it grows quiet rapidly and changes the way we use social media.
Online media
We are going to use hash tags not only to engage people in the conversations about the
color run but also to participate in the competitions.
Online media will be the core foundation of
our campaign. This is based on target group
analysis, buyer behavior and our survey. Our
main goal is to create excitement and awareness about the event by linking offline media
to online media. Online media is easy accessible to larger group of people. Our campaign
is based on word of mouth. We will create a
hash tag so people can follow the campaign
and engage in conversations about it.
The benefit of hash tag campaigns is that people engage into sharing content. Hash tags are
commonly used all across social media platforms.
Competitions
We will have different competitions on Facebook, Instagram and Twitter where people can
win merchandising stuff, free entry tickets and
various prizes from our sponsors and partners.
HASH TAG #happiest5k
Hash tag is a meta of the content. Hash tags
are links that helps people to find similar con
2. https://www.youtube.com/watch?v=-4A_wdR0Ukc
33
4. COMMUNICATION
IMPLEMENTATION
PLAN
Facebook page
Our survey has shown that most of our target group use Facebook, so that is why we
chose Facebook to support and promote the
event.
The company has already a Facebook page,
but we will make one for Denmark where
people can read about the event and the
competitions arranged by the sponsors. The
page will follow the same style of Color Run
used on website and promotional material
(see Facebook page mockup on page 68).
The main purpose will be to spread the news
about the event. There will be different news
about the event like location, competition
etc. will be updated time to time in order to
communicate with the target group and keep
them informed.
Instagram
Google +
We have chosen to use Instagram based on
the survey that we have made. Pictures create emotional engagement.
Google plus has specific policy when it
comes to running competitions. That’s why
many companies underestimate this social
network.
To get more followers and create excitement
we will post inspiring pictures that will motivate people to stay physically active and
happy. We will also run Instagram competitions that will be picture related. Only entries
from public Instagram will be eligible. We
will promote Instagram competitions through
Facebook and Twitter.
We will also invest some time to reward people who are actively engaged with our social
profiles, by showing them more attention.
They main subject of competitions running
on G+ would be by asking people to share
their colorful running experience followed by
the hashtag.
Youtube
YouTube channel also very important part for
our online promotion. We will share the videos from the previous events and interviews,
and captured moments after each event in
Denmark.
Twitter
We will run weekly “lucky Tweet” and “Creative answer” competitions followed by the
hash tags. We will engage in the conversations with the most active users.
34
4. COMMUNICATION
IMPLEMENTATION
PLAN
Offline media
Press Release1
Guerrilla marketing
Despite of the tremendous growth in internet
popularity, the marketers still look for other
media channels like offline promotion. Some
features of offline marketing not only create
long lasting effects but also build a relationship with the customer.
A press release should be done in order to
create more awareness about the event using different promotional strategies and to
ensure that people will know about the Color
Run.
This is a marketing strategy that uses unusual techniques or ways that gives maximum results. It can be surprising but can leave a long
lasting impression on the audience.
We have created some offline media promotional stuff in the form of posters, guerrilla
marketing and merchandizing giveaways to
get attention and interest of the audience to
spread the word and create a desire in people to take an action.
Before the press release, we have our website and Facebook page ready, so that the
people will have a platform to visit when they
get to know about the event.
These press releases will be a starting point
for all the stakeholders involved in this event
and will help later to promote and create
awareness about the event.
Therefore we decided to use this method
which is not only easy and inexpensive but it
also strike the audience and spread the word
to a large amount of people.
This idea is sponsored by Adidas and requires
a bit of installation in the bus stops. The poster shows a Color Runner running through the
glass followed by his footprints and ended up
with his statue covered in color. The footprints
will be with Adidas logo.
This idea is very eye catching and grabs the
attention of the target group very quickly.
1.https://www.scottsmarketplace.com/blog/business/
sample-press-release/
35
4. COMMUNICATION
IMPLEMENTATION
PLAN
Bus stop ads
The Bus stop add is a guerrilla marketing
campaign. Intended effect of this teaser add
is to catch people’s attention.
The Poster has an empty outline as if person
run through it. Few steps further people are
able to see the statue that looks very realistic. As adidas is one of the main sponsors
of “The Color Run” we have decided to put
adidas shoe footprint on the ground and also
the statue will wear adidas sports shoes.
The idea behind this add is that impossible
is nothing.
36
4. COMMUNICATION
IMPLEMENTATION
PLAN
Bus stop ads
37
4. COMMUNICATION
IMPLEMENTATION
PLAN
Bus stop ads
Adidas shoe prints
38
4. COMMUNICATION
IMPLEMENTATION
PLAN
Bicycle seat covers
Bicycle seat covers will be part of our guerrilla marketing campaign. We will strike main
and largest bicycle parking lots over the night
and cover thousands of bicycles with The
Color Run seat covers.
We have chosen this approach instead of
just handing in the flyers. Bicycle seats are
something practical that people can keep
and advertise in various places around the
city.
39
4. COMMUNICATION
IMPLEMENTATION
PLAN
Posters
Posters are one of the most effective ways of
communicating a message for a campaign or
event and get immediate attention. They can
be placed both indoor and outdoor.
Changing a poster every week not only adds
a unique creativity but also boost the interest
and attention of the target audience1.
We make the posters using different colors
and images but tried to keep them simple
so they speak out themselves. We will place
them at bus stops, train stations and the big
ones outside the famous shopping centers in
each city, so they can come in direct contact
with the target group.
(See poster sketches in appendix, page 99101)
1.http://www.psprint.com/resources/promote-business-with-posters/
40
4. COMMUNICATION
IMPLEMENTATION
PLAN
Posters
41
4. COMMUNICATION
IMPLEMENTATION
PLAN
Posters
Poster outdoor mockup
42
4. COMMUNICATION
IMPLEMENTATION
PLAN
Merchandising stuff
We have created a merchandising line for the
color run in form of T-shirts, eco bags, soap,
washing powder and vitamin water. Each element that we produced was very well thought
about. The over all reason of making it was
to inspire and engage our target group and
to encourage them to participate in the color
run.
ing our event they will get an attention of our
target audience. In addition color run is a
charitable event. Vitamin Water and Adidas
will participate in this event as a part of their
CSR campaign. They will have an opportunity to promote themselve not only as companies that makes quality products but also the
once who care about well-being of children.
T-shirts will be distributed together with the
tickets. Also it will be possible to win Color
Run T-shirts through social media competitions.
(See merchandising stuff sketches in appendix, page 102-104)
Detergent and soap are very practical items.
We wanted people to take a notice that we
take everything in consideration. It will come
in very handy to color runners after reaching
to the finishing line.
Our partner such as Vitamin Water and Adidas also would take a part in promoting The
Color Run. Benefit for them that by promot-
43
4. COMMUNICATION
IMPLEMENTATION
PLAN
Merchandising stuff
T-shirts
44
4. COMMUNICATION
IMPLEMENTATION
PLAN
Merchandising stuff
Eco bags
45
4. COMMUNICATION
IMPLEMENTATION
PLAN
Merchandising stuff
Washing kit - soap
Washing kit - detergent
Washing kit - detergent
46
4. COMMUNICATION
IMPLEMENTATION
PLAN
Merchandising stuff
Limited edition Vitamin Water
47
4. COMMUNICATION
IMPLEMENTATION
PLAN
Sponsors
Partnernship
The main sponsors for the event will be Adidas and Vitamin Water. Their brand placement on posters and website can help in
creating awareness and bringing together
a crowd for the event. These sponsors will
sponsor some competitions on social media
related to the event, where people can win
free tickets for The Color Run.
The Color Run’s biggest partner is Zulu, who
are responsible for all the promotion and
marketing in Denmark.
Furthermore the company is also partnered
with Red Barnet, a Danish charity organization. It works together with Save the Children organization, which works for childrens’
rights and to give them a better place in the
society.
The Color Run has set a post-race1 donation
with the organization, so it will be giving 5%
donations to the charity organization.
1. http://thecolorrun.com/charity/
48
4. COMMUNICATION
IMPLEMENTATION
PLAN
May
April
March
July
June
PRESS RELEASE
1st press release
2nd press release
ONLINE PROMOTION
1) The Color Run’s website
Pictures from the events
2) Facebook page
Facebook weekly competitions
OFFLINE PROMOTION
1) Bus stop ads
2) Train st. Posters
3) Bus Posters
4) Merchandising stuff
Bicycle seat covers
Vitamin water
Eco bags at sports shops
EVENTS
1) Copenhagen 14.06.15
2) Herning 21.06.15
3) Odense 28.06.15
March
April
May
June
July
49
4. COMMUNICATION
IMPLEMENTATION
PLAN
Description of the plan
The plan will be executed in 2015. The duration of the plan will be 4 months. It will begin
in March and ends in June covering all three
cities of Denmark. The website and Facebook page will be launched from the beginning of the plan. The company has already
found the local partners, sponsors and volunteers before the actual plan of implementing.
Online promotion will start from the beginning of the plan in March followed by the first
press release in the 2nd week. This press release will tell about that Color Run is coming
to Denmark after a huge success in USA.
Online promotion will continue till the last
event but to keep people engaged, images
and videos from the event will be uploaded
until end of July.
The second press release will be in the 2nd
week of April as a reminder about the event
and before the offline promotion actually
start. We start offline promotion in the last
week of April with Guerrilla Marketing statue
for three weeks in the bus stops. It will create
an attention and interest among the people
to find out more about the event.
by volunteers during the night to most of the
bicycles in Copenhagen, Odense and Herning
in the last week of May.
The washing kit with soap and washing powder will be given after every event to the runners.
The train station posters will start in the 1st
week of May and stay until three weeks followed by the posters in the buses. The eco
bags and limited edition of Vitamin Water will
be in the shops from 1st week of May and
will be there till the last event. Bicycle seat
cover will come as a surprise for people set
50
4. COMMUNICATION
IMPLEMENTATION
PLAN
Budget
The budget plan shows the estimated cost of
development-website, the cost of both online
and offline promotion and event cost.
We have roughly calculated the cost for the
event and promotion. Here we breakdown all
the cost calculated to get the overall financial view of the event. The volunteer work is
completely free arranged by the local partner
Red Barnet.
Budget
In DKK
Gross Revenue
Vitamin water 5% donation
Ticket sales
8.300.000
TOTAL Gross Revenue
8.475.000
Direct costs
Donation from Ticket sales
415.000
TOTAL Direct Cost
415.000
Marketing Costs
Website (Development Cost)
25.000
Online Advertisement
10.000
Posters
Merchandizing stuff (T-shirts)
The net profit looks high but this budget plan
does not include some big cost like location
charges, security charges etc. but it will give
an general view of the financial cost.
The cost breakdown is in shown in the table.
The total gross revenue generated is 8.4 million DKK. Out of which, 7% will go for donations. The volunteers will work for free provided by the charity organization.
To make this event a success, 8% of the revenue has been used for the event and promotion. The sponsors will be a big help in
promotion and extensive marketing.
175.000
46.875
187.500
Merchandizing Stuff (Bicyle seat covers)
12.500
Merchandizing stuff (Washing Kit)
50.000
TOTAL Marketing Cost
Conclusion of implementation and
budget plan
The implementation plan is very detailed and
gives an overview of each and everything we
are using for online and offline promotion. The
schedule shows the list of activities related to
promotion and the time period of when it has
to be accomplished.
The budget is based on assumptions and
gives an overview of the costs related to the
event.
340.875
Event Costs
Marketing manager
40.000
Staff
54.000
After party
150.000
Unforseen Cost
100.000
TOTAL Event Cost
340.875
Net Profit
7.375.125
(See detailed budget table on page 105)
51
4. COMMUNICATION
SUBCONCLUSION OF
COMMUNICATION CHAPTER
We have analyzed the target audience and have divided them as primary and secondary target groups
based on their habits and interest. Lasewells model
of communication clearly shows the sender, receiver, message, media and the intended effect.
The channels used for promotions are selected based
on the target groups’ behavior, communication plan
and surveys. Each element in promotion has been designed with lots of thoughts and research. The plan
for implementation has been scheduled very carefully
along with the overall calculated financial cost.
52
DESIGN
DOCUMENTATION
In this chapter we will show the development of
design from the idea to the final outcome. Here
you will read about our design choices and the purpose behind them.
53
5. DESIGN DOCUMENTATION
INFORMATION
DESIGN
It is about organizing and formulating information in such a way that it will satisfy the
intended user. Different media is used to
present this information where it can be presented as a message and content.
Screenshot of Events page
Selecting Information
The website contains all the necessary and
relevant information for the user. We have selected the information very carefully and will
present it very clearly on the website. Some
of the information used on the new website is
taken from the old one and adjusted according to the user testing and expert evaluation.
User’s demand for the information
The user has a direct or indirect influence on
the event; therefore we want to provide all
the relevant information on the website. To do
this, we have done some research and testing about the event and the website in order
to know what user will expect on the website.
The main thing user expects is the information about the event, its location, and timing
and where to buy the tickets. So we have
made these options very clear on the website.
54
5. DESIGN DOCUMENTATION
INTERACTION
DESIGN
It is about the user’s interaction with the digital media. The website is user friendly and
responsive, so it can be used in different environments. To find out the interaction level
of the website, we need the following parameters:
Screenshot of Home page
Frequency- when the user can
make a choice
It tells about the frequency of user clicking
a single page or going from page to page.
Through menu bar, we have given our user a
choice to navigate through different pages or
the page they are interested in.
Levels- how many levels are there
for a single action?
Meaning- it is about the influence
of the user
We have simplified and reduced choices for
the user, since it easier for user to decide
when everything is on the display and can be
reached by one click1.
The users have a direct influence on the
website. They can choose to buy tickets giving their personal information and they can
also subscribe for newsletter.
1. https://www.youtube.com/watch?v=VO6XEQIsCoM
55
5. DESIGN DOCUMENTATION
PRESENTATION
DESIGN
Media elements
Composition
We have made a redesign of the website in
order to make it more user friendly with easy
navigation. We are using the same logo, as
it is the important part of the company’s identity. Moreover the classic composition of the
website will help the user to find the information where they expect to find it.
The important media elements used on the
website are:
Navigation
It is about the presentation of all the content
and the images in a user friendly way so that
the look and feel of website will satisfy the
user and communicate the right message.
This is one of the important steps in designing the website.
Text
Most of the text used on the new website is
taken from the old one, as it is a redesign of
the old website. The text is presented in columns and paragraphs which make it readable and the user can select the relevant text
to read.
Images
The images we used are very colorful, dynamic and self-explanatory. They are taken
during different Color Run events held in different countries.
We have also included the sitemap in the footer where we displayed all the pages that are
hidden from the main navigation.
Since “Press: and “Blog” pages is not the focus pages for our target group. “Press” page
is only relevant for the journalists who would
like to get more information about the Color
Run. And the “Blog” page include many articles about healthy and happy lifestyle.
We have really put a lot of thought when
considering website navigation. Main goal of
structuring navigation was to cut all the necessary information and structure in a way
that user would get all the necessary information with as less clicks as possible. We
decided that navigation should be fixed. The
reason is that user should be able to access
navigation at any time. It is essential on the
mobile, because content falls into one column.
56
5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAMING AND MOCKUPS
After the sitemap we have made some
sketches on a paper. Thinking by hands it
is very important part of our design process.
We have carefully thought about each element on the website. We have also based
our decisions on user testing of a previous
“The Color run” website.
Graphic’s source- http://goo.gl/jySDy
Idea
Sketch
Wireframe
Mockup
Code
Getting a
basic concept
Refering the
concept further
Creating visual
graphics and content
Developing it in
web browser
Image of sketching process
After sketches were done we needed to put
into something more tangible. Wireframing
is a one of the most important steps before
starting to build a website. It is like a blue
print for the house.
It gave us a clear overview how to structure
information and what functions each section
has to perform.
Wireframing saved us a lot of time on design
sketching. After sketching and wireframes
we already had clear idea how we want our
website to look.
57
5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAMING AND MOCKUPS
Wireframing
Wireframe of Home page
Wireframe of About page
Wireframe of Gallery page
58
5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAMING AND MOCKUPS
Wireframing
Wireframe of Events page
Wireframe of Charity page
Wireframe of Blog page
59
5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAMING AND MOCKUPS
Layout sketch
60
5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAMING AND MOCKUPS
Language option mockup
We have made language mockups as a suggestion for international page. This is based
on user testing. Besides world becoming
smaller and big cities are more and more
cosmopolitan. This is because more and
more people moving from one country to another.
Mockup of language selection option before entering the website
The Color Run is an International organization and having a language option on their
website is crucial.
We have made a solution where user can
enter to his/hers country from the main website www.thecolorrun.com than choose the
language of the content.
We have placed language bar in the main
navigation so user would always have an option to change language or country.
61
5. DESIGN DOCUMENTATION
SKETCHING, WIREFRAMING AND MOCKUPS
Language option mockup
62
5. DESIGN DOCUMENTATION
MOOD
BOARD
Mood board1 is a color and shape inspiration for this project. We are using it as an inspiration to visually demonstrate the style of
our website and about the whole idea of this
event. We used different colors in the mood
board which are associated with the event.
1. http://en.wikipedia.org/wiki/Mood_board
63
5. DESIGN DOCUMENTATION
COLORS
According to Ph.D. Sally Augustin people
react physically and emotionally to different
colors. She also states that color evokes
similar emotions in majority of people1.
Colors and shapes are very important ingredients in branding. It is also very important
factor on how people perceive the brand.
According to research made in University of
Loyola color increases brand recognition by
80% and 92.6 % of respondents said that
they put most importance on visual factors
when purchasing products2.
The choice and inspiration of the colors for
this project came from color run it self. We
thought it is important to emphasize and give
meaning to the three main colors that is used
in the original “The Color Run” logo. We have
split three main colors of The Color Run logo
to create a feel of the event and communicate the message. We have tried to create
a sense of form and depth through combination of different shades of the same color.
1.www.forbes.com/sites/amymorin/2014/02/04/how-touse-color-psychology-to-give-your-business-an-edge/
2.www.colorcom.com/research/why-color-matters
Color meaning
Pink
Pink color encourages confidence and it reduces violence. It is very youthful color and
is associated with happiness.
The negative aspect of this color is that it
might seem weak and target more female
buyers. But on another hand female buyers
is the engine of consumerism. Majority of the
products that is on the market is made for females.
We are trying to balance it out by combining with stronger shades of this color that
doesn’t have such a strong feminine feel.
Blue
The color blue is recognized as the most web
friendly color but also it is very universal and
has positive influence on buyers behaviour.
It creates a feel of trust and communication.
Due to huge popularity of social media such
as facebook and twitter – blue is more and
more associated with interpersonal commu-
nication. We have used few different shades
of blue in order to communicate that this event
is about bringing community together.
Yellow
Yellow is the most visible color in the spectrum. It has a optimistic personality. This color truly communicates what the Color Run is
about.
Peach orange color
Orange as well as Yellow has a feel of happiness. Peach orange is energetic, playful and
friendly color. The reason we choose to use it
on the images is that it calls enthusiastic emotion and gives an impression that this event is
affordable3.
Subconclusion
Colors are just like people each one has different personality. This works very well with The
Color Run’s event philosophy. The Color Run
don’t discriminate people by their abilities or
any other factors and everyone is welcome to
participate in the event.
3.http://voices.yahoo.com/marketing-tips-psychology-color-manipulation-12142220.html?cat=3
64
5. DESIGN DOCUMENTATION
FONTS
“Good typographer always has sensitivity about the distance between
letters. We think typography’s black
and white; typography’s really white,
you know, it’s not even black. It is the
space between the blacks that really
makes it. In a sense, it’s like music;
it’s not the notes, it’s the space you
put between the notes that makes
the music.”1
We have used Helvetica for the headlines in
our website and to distribute message to our
target audience on the posters.
Helvetica Regular
Raleway font
Raleway is a free, open source font designed
by Matt McInerney. Raleway is light, geometric sans-serif font. The reason why we choose
Raleway as a content body text font is that it is
easy readable on a screen.3
It also comes as a google font so it was easy
to implement on the website.
- Massimo Vignelli
Helvetica
Helvetica was designed in 1957 by Swiss
designer Max Miedinger, it still remains very
modern to this day. It is loved by many designers because of the perfection of the
shape of each letter and spacing in between.
It delivers message very clear and efficient2.
1. https://www.youtube.com/watch?v=El8jDI_ZuiI
2. http://www.myfonts.com/fonts/adobe/helvetica/
Helvetica Bold
3. https://www.theleagueofmoveabletype.com/raleway
65
5. DESIGN DOCUMENTATION
BRAND
PERSONALITY
“Personality is the supreme realization of the innate idiosyncrasy of a
living being. It is an act of courage
flung in the face of life, the absolute
affirmation of all that constitutes the
individual, the most successful adaptation to the universal conditions of
existence, coupled with the greatest
possible freedom of self-determination.”
- Carl Jung
The Color Run is an international organization. It has a big potential of engaging people
in what they believe in because brand identity is not only the images or a logo but also
believes, values and story behind it.
One of the problems that The Color Run faces at the moment is that they don’t have a
rule on how they use their logo. This leads
to brand inconsistency and it applies all over
the identity not only the logo but also the
websites and images differ in each country.
Although the idea behind all is the same and
has a high potential to engage people and
grow as a brand.
For example sometimes they use only the
font without the logo image(see images).
So it doesn’t give a consistent brand experience. When working with the brand is important to engage people and give them impression of the whole one.
ating an implementation and communication
plan we have tried to show how this brand personality would communicate with their target
group.
Examples of logo variations used on The Color
Run’s Denmark facebook page
For example in Denmark they use ZULU
THE COLOR RUN. We don’t think that combining two logos together will tell more about
Color Run as a brand. According to our survey most of the respondents didn’t even hear
about the Color Run.
We believe that their different ways to show
main sponsors of the event without brands
losing the identity. And that was a part of our
challenge in this campaign.
We have chosen different colors to represent
their brand personality and we kept their
logo as whole. Because we believe that their
logo is a center of their brand. It is like a face
or a style of the person. Furthermore by cre-
66
5. DESIGN DOCUMENTATION
BRAND
PERSONALITY
“Consistency creates awareness“
- Justin Seeley
Consistency in design elements through all
social media increases awareness of the
brand1. The Color Run does not have a consistency in their branding and social media
The Color Run’s first version of the website
1.http://www.lynda.com/Business-Business-Skills-tutorials/Viral-Marketing-Crafting-Shareable-Content/157305-2.html
content. They use different logos, fonts and
different style images all across the platforms.
The original Color Run’s website and Facebook page shows inconsistency in style
which damages brand’s recognition.
We would like to improve their campaign by
setting consistency and telling the story of
the brand.
The Color Run’s Facebook page for Denmark
67
5. DESIGN DOCUMENTATION
BRAND
PERSONALITY
We have tried to keep brand consistency
through online media by using same logo
and similar style images.
Our solution for The Color Run website
Mockup of The Color Run Facebook page
68
5. DESIGN DOCUMENTATION
GRAPHICS
/Reasoning behind the graphics
According to many scientific researches people perceive shapes and symbols as encoded information. That’s why in graphic design
shapes and colors are used as form of energy to deliver information to the masses.
If we take a font it is also a shape that we
are able to recognise and when we put many
shapes together it makes words and sentences. We believe that the same thing is
in graphic design. For the graphic designer
shapes and colors are the tool to communicate ideas as for the writer it is words.
The pattern that we have made it is an encoded visual communication to the masses
that we are targeting.
This pattern is made from many different
triangles that form rhomb shapes. And the
whole graphics looks very dynamic. We
wanted to give a feel of a movement.
If we dig deeper into shape analysis, triangle shape has encoded meaning that is perceived almost the same in different cultures.
In Egypt it would be associated with the pyramids. The pyramid is perceived as a symbol
of human development or personal growth.
So how it is related to the Color
Run?
In Greece triangle is seen as delta glyph.
That is a symbol of a doorway. By creating a
balance in one’s life opens a door to a new
perspective or knowledge1.
Even though people might be not educated
about meaning of the shapes, they will get the
feel of the graphic content.
The color run manifests the healthy and happy
lifestyle, which is a part of a personal growth
that is achieved by creating balance and consistency in one’s life.
Rhombus is a shape that is formed from two
triangles that is facing each other as a reflection (one is up and another is down). It is
perceived as a shape of balance. It is very
common to illustrate woman sign as a triangle that faces up and man triangle that faces
down. Feminine and masculine energy produces a balance in this world2.
1.www.whats-your-sign.com/triangle-meaning.html
2.www.eternalsymbols.com/a-global-and-an-eternalsymbol/
69
5. DESIGN DOCUMENTATION
IMAGES
Our intention and goal for this project was to
create emotional engagement and connection through the image. We put a lot of effort
in finding the right images.
Home page slider images
We used images that capture real human
emotions of the moment. Life is made of
these moments and it has some special information encoded into it. It creates emotional triggers that influences buyers behaviour.
The image choice is also based on Gestalts
law of pattern matching that could be applied
for facial recognition. We read other peoples
faces as a message. The more authentic is
the photo the more effective influence it will
make to a receiver.
Influence of other people actions extend beyond facial expression. We feel more emphatic and tend to say yes to the people that
we like and we tend to copy other people actions.
70
5. DESIGN DOCUMENTATION
GESTALT
LAWS
We have applied Gestalt laws1 to bring together all the design elements and make it
easier for user to convey the message.
“The whole is other than the sum of
the parts.”
— Kurt Koffka
All the links in the text and navigation highlights in blue color and download buttons
are green. The reason why we differentiated
those buttons because they have different
functions and the colors gives a better understanding about the purpose of it.
Example - Press page “Download“ buttons
Similarity
We have created a graphic pattern that follows all over our promotional campaign for
the Color Run, including online and offline
media. The reason why we used this pattern is that we wanted our target audience to
group all the pieces as single and consistent
campaign.
The law of similarity also appears on the
website. We made all the important buttons
in pink color such as “Buy Tickets” and “Sign
Up”.
1.http://www.smashingmagazine.com/2014/03/28/
design-principles-visual-perception-and-the-principles-of-gestalt/
Simplicity
We have used law of simplicity when creating a key visual graphics for the campaign.
People will simplify the pattern that is actually made from triangles and see it as a pattern
made from rhombus shape.
The law of simplicity is also applied on the
website. By keeping it clean and simple we
have tried to set focus on what is really important.
Example - Event page “Buy ticket” buttons
The law of similarity is also applied for the
gallery images, buttons and navigation.
71
5. DESIGN DOCUMENTATION
GESTALT
LAWS
Proximity
Common Fate
Law of Experience
We used law of proximity in our website to
group all relevant content. (e.g. partners and
sponsors, FAQ page, navigation, site map)
It is not only applied for the content and images on the website but also in the posters
(text, logos).
The law of the common fate is applied for the
toggle function. The text that moves same
direction is perceived as a group.
This law states that humans are using their
previous experience or knowledge to understand certain elements. A good example of it
will be font. People tend to see separate characters as a word.
Example - Gallery page
Example -FAQ page (Toggle function)
Example -Gallery page pop up function
72
5. DESIGN DOCUMENTATION
SUBCONCLUSION OF DESIGN
DOCUMENTATION CHAPTER
Our design process consists of many pieces that
are interconnected. We have based our design on
testing, analysis and researches. The main goal was
to create consistent, simple and user-friendly design
pieces that would grab people’s attention, creates Interest and desire and inspires them to take an action.
73
INTERACTION
DEVELOPMENT
In this chapter all the interaction and development work will be presented. The website is built in
Wordpress and there will be a navigation diagram
and some code examples explaining the informational structure and some code snippets used to integrate the site.
74
6. INTERACTION DEVELOPMENT
NAVIGATION
DIAGRAM
A navigation diagram gives a picture of the
hierarchy of the website’s structure. It tells
how the user can move around and go from
one page to another.
The Color Run’s website is made very simple
and the structure gives a clear message. The
menu bar has five options whereas the sitemap in the footer has two more pages like
Press and Blog. The reason for excluding
them from the menu is to keep the menu bar
clean not crowded. The Press page is meant
for media usage and Blog page is for latest
news (about Color Run in general) and articles about health and fitness.
HOME
ABOUT
GALLERY
EVENTS
FAQ
FOOTER
SITEMAP
PRESS
BLOG
We made these two pages in order to create
some excitement on the website, so the user
can spent some time on the website.
75
6. INTERACTION DEVELOPMENT
CMSWORDPRESS
Wordpress is a one of the most used content management system which is based on
PHP and MySQL1. We have liked the challenge and that’s why we have decided to use
Wordpress for our final work.
Although Wordpress allows update content easily, but the real challenge is to make
it look the way we want it to look. We have
used a child theme and transformed the original theme to meet our needs.
same country in future i.e. Danish or English.
Content
the website look good on different devices like
we fix the slider, removed the map from events
page for tablets and phones.
Most of the content used on the website is
taken from both international and Danish
sites as we can’t replace it. So it was important to give a real look to the website using
original content. We have made only little adjustments of the content in order to communicate our message.
Child theme
Requirements
The requirements for the website were to
make it user friendly, easy to navigate and all
the information should be visible and clearly
presented on the website. The focus is very
much on the user experience and satisfaction. The final website is based on different
user testing methods.
The site is required in Danish but due to our
limited knowledge in the language, we are
making the site in English. But there will be
an opportunity of selecting language for the
1. http://en.wikipedia.org/wiki/WordPress
We are using a free Wordpress Responsive theme “WPEX Elegant” and have created a child theme for the website. The child
theme takes all the functionalities of the original theme (parent theme). It is a safe way to
use and modify it because updates of original theme can lose the styling if you are not
using a child theme (see original theme and
screenshots in the next page).
Despite the theme is responsive, we still
made some changes in media queries so
76
6. INTERACTION DEVELOPMENT
CMSWORDPRESS
WPEX Elegant theme
Screenshot of our website
77
6. INTERACTION DEVELOPMENT
PROS AND CONS OF
USING WORDPRESS
Wordpress is a very popular content management system and a blogging platform.
It is a top choice of most bloggers but can
also be used to design simple websites. We
chose this system as it gives the option to
the editor to update the content without much
trouble and do not require much knowledge
in coding.
But despite this, there are some drawbacks
of using this system. We have listed the main
factors which are in favor and against this
system.
Using Wordpress sounds an easy solution but there are lots of challenges associated with it especially using child themes
and making it the way you like really needs
some understanding of the coding. We have
looked through lots of files to modify the styling and make changes in the code. We have
installed lots of plugins to get some functionality like newsletter, download and toggle
function etc. But we have modified them the
way we wanted them on the website.
We haven’t validated the site due to time
constraint and there are more than 1000 files
to look through for the errors, but in future
the site will be error free and 100% validate.
Wordpress
Pros
Cons
Many Wordpress themes and plugins The themes and plugins are not
are freely available and can be used validated and show lots of errors in
for different purposes according to
the validator
the need
Do not require knowledge in coding
like HTML, CSS, PHP
Theme modifications require
knowledge in coding
Plenty of free plugins to choose from Some plugins depend on other
according to the need
plugins, so basically you need plenty
of plugins to install and sometime
there is no documentation for the
plugin
78
6. INTERACTION DEVELOPMENT
CODE
SNIPPETS
NextGen gallery and NextGen Custom Fields plugins
This plugin creates a gallery for images. We
have used it on the front page to display partners and sposnors logos. The original PHP
code calls the image from URL. But we wanted to link partners logos to the specific pages.
<div class=”ngg-gallery-thumbnail” >
<a href=”<?php echo $image->imageURL ?>
title=”<?php echo $image->description ?>
<?php echo $image-<thumbcode ?> >
That’s why we have added this line of code
in gallery.php. We have used another plugin
to create a custom field (link) for the nextGen
gallery. In the code bellow we are calling the
link trough the custom field so the image is
linked to the URL in the custom field.
Cyclone slider
We are not using the slider provided by the
Theme. Instead we are using “Cyclone slider
2” to display images. To display slider on the
pages we had to call the function in header.php. The slide function is only working on
the home page. For the other pages we have
used slider to display only an image.
shortcode inside the slider with the following
code:
<?php if( is_page(‘events’) ) cyclone_slider(‘249’); ?>
<?php if( is_page(‘events’) ) echo do_shortcode
(‘[bgmp-map
center=”Copenhagen”
zoom=”7”]’);?>
<?php if( is_page(‘home’) ) cyclone_slider(‘homepage’); ?>
<?php if ( is_page( ‘about’ )) cyclone_slider(‘145’); ?>
<?php if ( is_page( ‘charity’ )) cyclone_slider(‘charity’); ?>
Post categories
To display map on the “Events” page we
have used slider space and called “Basic
google maps placemarks” plugin trough the
<?php if( is_page(‘press’) ) {query_posts(“cat=17”);}?>
We have used post to display content on the
blog and press page, by giving different categories (blog and press). To show only the
press posts on the “Press” page we used the
following code:
<a href=”<?php echo $image->ngg_custom_
fields[“Link”]; ?>
79
6. INTERACTION DEVELOPMENT
SUBCONCLUSION OF INTERACTION
DEVELOPMENT CHAPTER
We made the site using Wordpress, but working
with child themes and make the site look the way
we want was challenging. We used different plugins
for different purposes and have changed some PHP
codes to meet our needs. The content used for the
website is taken from the original website of Color run
but we made some adjustments to communicate the
message.
80
CONCLUSION
AND REFLECTION
In this chapter you can read about the conclusion
of the whole project and the learning process.
81
7. CONCLUSION AND REFLECTION
CONCLUSION
The Color Run is an international event
which promotes happy and healthy lifestyle.
Despite lots of popularity in USA, the event
lacks awareness in Europe. It needs to create lots of attention and interest in order to
engage and communicate with lots of audience for a complete success.
Taking Denmark as a case study and make
this campaign beneficial, we needed to know
lots of factors that can affect the success of
the event. We based our assumptions on research, analysis, surveys and testing for the
Color Run event.
We did some initial testing on their website
for user experience, which shows that the
site is not user friendly. We analyzed the
company’s current situation through SWOT
analysis. We found all the stakeholders involved and their importance in this project to
continue for further planning.
To be sure about the success and to create
awareness, we made a communication mod-
el, which tells about the sender, receiver,
message, media and the intended effect of
campaign based on three different analysis
.i.e. the marketing mix, AIDA model and target group analysis.
These analyses are used as ground rules to
find more about the target group, their buying behavior, habits and attitudes and how
these values are used to grab their attention,
interest and build desire which leads them to
take an action. All the mediums used in online and offline promotion have a design consistency, which will make the event recognizable. The design is simple and user friendly
to grab people’s attention.
needs and communicate the message.
In the end we conclude that we have tried to
improve overall user experience and visual
communication of the event. We are using different modern marketing methods like Guerrilla marketing to grab as much audience as we
can to create awareness.
All the detail related to the event has been explained in a structural way to know the story
behind the event. Partners and sponsors are
visibly presented both in online and offline media making this event a platform to feel happiness and healthiness and helping the charity
partners with joy.
The website is also a tool for communication and we made it by using Wordpress.
The redesign is made after usability testing. We had some challenges working with
child themes and adjusting the site according to our preferences. But by using different
plugins and altering PHP codes and styling,
we end up making the site meet our users’
82
7. CONCLUSION AND REFLECTION
REFLECTION
/ Things we have learned and
gained
Connection between marketing
and design
Design Thinking
“Good business outcomes treat design as a holistic process that pulls
in savvy marketing and research, as
well as smart ideas”
Design is a process of creative problem solving. That includes observing people, asking
questions and trying to look at the problem
from many different perspectives.
By analyzing The Color Runs campaigns we
were capable to identify the problems. We
formulated main research question “How
can we improve the awareness of the event
among the target group together with improving visual communication and user experience on their website?”. But during the process we have found our selves going more
into detail and asking more and more questions that lead in to the deeper research.
- says IDEO’s Diego Rodriguez1
Marketing and design is interconnected.
Both of these disciplines are user focused
and trying to identify people needs.
By working on The Color Runs campaign
we felt inspired to put ideas not only visually but also practically. We have run through
the deep research of psychological influence
from color to action.
Communication
Communication is simply the act of transferring information from one place to another.
Design is a visual communication and marketing helps to find the right words and actions.
Before you communicate you need to know
your audience. Not only it applies in human
relation but also in business. Especially now
when social media changed the way we
communicate to the world.
We saw The Color Run brand as a person
with it’s own values and personality. Through
design and marketing we have tried to coach
it to become the best version of it’s self.
We have tried to approach each problem
from many different perspectives and find the
best possible solution.
1. http://goo.gl/xCvllV
83
7. CONCLUSION AND REFLECTION
REFLECTION
Technical skills
Team work
Good education evokes curiosity and leads
to personal growth. Through the two-year
of education we have straight our technical
skills.
Good team work depends on each individual within a team. Personal input, passion of
making stuff and getting things done well.
“One should be able to design anything from spoon to a city”
- Adolf Loos
Richard Branson once said that -
Web design is like building a house. We have
analyzed the users to figure out how we can
improve their website and make it not only
pretty but also convenient for user to find all
the necessary information.
The Color Run project had been a challenge
for us. All three of us chose CMS electives on
the 3rd semester and worked with Wordpress
in our internship companies. Wordpress has
endless possibilities and it was interesting for
us to push a bit further. We have spent a lot
of time on trying to solve many challenges.
“The Company is simple group of
people and as a leader of people
you have to be great motivator, you
have to be very good at praising and
looking for the best in people”
Everyone is leader in our team and over few
years we have gained appreciation for each
other. We have learn to listen and appreciate
each others ideas.
84
APPENDIX
In appdendix you can find files and images
that’s too large to fit in the body of the report.
We have referenced all the files from the report to appendix
85
8. APPENDIX
REFERENCES
1. INTRODUCTION
ABOUT THE COLOR RUN 6
1. http://en.wikipedia.org/wiki/Holi
THE 4 P’S OF MARKETING 16
1 . h t t p : / / t o o l k i t . s m a l l b i z . n s w. g o v. a u /
part/3/12/56
COMPANY SELECTION 7
1. http://thecolorrun.com/about/
2.http://www.copenhagenmarathon.dk/en/
registration/
PROBLEM DESCRIPTION 8
1.http://en.wikipedia.org/wiki/The_Color_Run
AIDA MODEL 18
AIDA model source-http://goo.gl/33QZ5E
THEORY AND METHOD 10
1.http://en.wikipedia.org/wiki/Software_development_methodology
2.http://csebrules.blogspot.dk/2011/01/assignment-2-task-2-prototyping-model.html
4. COMMUNICATION
2. ANALYSIS
SWOT ANALYSIS 13
1.http://en.wikipedia.org/wiki/SWOT_analysis
STAKEHOLDER ANALYSIS 14
1.http://www.slideshare.net/stakeholder-analysis
RISK ANALYSIS 15
1.http://www.infosectoday.com/Articles/Intro_
Risk_Analysis.htm
TARGET GROUP ANALYSIS 27
1.http://thecolorrun.com/about/
2. http://goo.gl/yZZF3J
3. http://goo.gl/6gwr4i
4. denmark.dk/en/meet-the-danes/work-lifebalance-thedanish-way/happy-danes/
BUYER BEHAVIOUR 29
1.http://www.consumerpsychologist.com/intro.htm
2.http://www.square2marketing.com/Buyer-Behavior-Has-Changed/
3.http://www.creativeguerrillamarketing.com/
er-lifestyles-dk
2.http://denmark.dk/en/lifestyle/sport/
3.http://en.wikipedia.org/wiki/Roskilde_Festival
4.http://www.60by80.com/festival-distortion.
html
5.http://blog.bufferapp.com/emotion-in-marketing
6 . h t t p : / / w w w. n y t i m e s . c o m / g o o d - n e w s spreads-faster
COMMUNICATION PLAN 31
1.http://en.wikipedia.org/wiki/Communication_
planning
LASSWELL’S COMMUNICATION MODEL 32
1. http://en.wikipedia.org/wiki/Lasswell’s_model_of_communication
BUYER BEHAVIOUR 30
1.http://www.euromonitor.com/consum86
8. APPENDIX
REFERENCES
IMPLEMENTATION PLAN 33
1. http://goo.gl/kaKy8P
2.https://www.youtube.com/watch?v=-4A_
wdR0Ukc
IMPLEMENTATION PLAN 35
1.https://www.scottsmarketplace.com/blog/
business/ sample-press-release/
IMPLEMENTATION PLAN 40
1.http://www.psprint.com/resources/promote-business-with-posters/
IMPLEMENTATION PLAN 48
1. http://thecolorrun.com/charity/
5. DESIGN DOCUMENTATION
INTERACTION DESIGN 55
1. https://www.youtube.com/watch?v=VO6XEQIsCoM
SKETCHING, WIREFRAMING AND MOCKUPS 57
Graphic’s source- http://goo.gl/jySDy
MOOD BOARD 63
1. http://en.wikipedia.org/wiki/Mood_board
COLORS 64
1.www.forbes.com/sites/amymorin/2014/02/04/how-touse-color-psychology-to-give-your-business-an-edge/
2.www.colorcom.com/research/why-color-matters
3.http://voices.yahoo.com/marketing-tips-psychology-color-manipulation-12142220.html?cat=3
FONTS 65
1.https://www.youtube.com/watch?v=El8jDI_
ZuiI
2.http://www.myfonts.com/fonts/adobe/helvetica/
3.https://www.theleagueofmoveabletype.
com/raleway
2.www.eternalsymbols.com/a-global-and-aneternal-symbol/
GESTALT LAWS 71
1 . h t t p : / / w w w. s m a s h i n g m a g a z i n e .
com/2014/03/28/design-principles-visual-perception-and-the-principles-of-gestalt/
6. INTERACTION DEVELOPMENT
CMS – WORDPRESS 76
1. http://en.wikipedia.org/wiki/WordPress
7. CONCLUSION AND REFLECTION
REFLECTION 82
1. http://goo.gl/xCvllV
BRAND PERSONALITY 67
1.http://www.lynda.com/Business-Business-Skills-tutorials/Viral-Marketing-Crafting-Shareable-Content/157305-2.html
GRAPHICS 69
1.www.whats-your-sign.com/triangle-meaning.html
87
8. APPENDIX
PROJECT
PLANNING
PBS - Product breakdown structure
THE COLOR RUN
Offline media
Online media
Posters
Website
Bus stop Ads
Merchandizing stuff
88
8. APPENDIX
The COLOR RUN
PROJECT
PLANNING
Exam project 2014
Project initiation- Research
about idea
WBS - Work breakdown structure
Project planning
Idea research
Gantt chart
Online Media
Offline Media
• Design Ideas
• Sketching
• Navigation Diagram
• CMS development
• Testing
• Posters
• Bus stop Ads
• Merchandizing
Stuff
PBS, WBS
Project description
• Problem Formulation
• UsabilityTesting
• Methods Prototyping
• Theory
• Analysis - Stakeholder
Target group, Swot,
Marketing Mix, AIDA,
Risk • Communication
Plan
• Implementation Plan
• Information design
• Interaction designt
• Conclusion
• Report styling in InDesign
Project Closure
Hand In
89
8. APPENDIX
PROJECT
PLANNING
Gantt chart
90
8. APPENDIX
SURVEY
RESULTS
91
8. APPENDIX
SURVEY
RESULTS
92
8. APPENDIX
SURVEY
RESULTS
93
8. APPENDIX
SURVEY
RESULTS
94
8. APPENDIX
SURVEY
RESULTS
95
8. APPENDIX
USER TEST QUESTIONS
AND ANSWERS
Respondent No 1
-Is there anything which you think is hidden?
Name: Alba
Age: 24 years
From Spain
Alba found it really difficult to find the information
about where to buy the tickets. She said that she
would expect it somewhere in the homepage.
-Ask the user if they know about this event
or if they heard about it. If yes, where? If no,
explain briefly?
She didn’t hear about the campaign.
-What is the purpose of the website? Can
you tell what the page is about?
To let people know about the event and sell the
tickets. But she doesn’t know much Danish so it’s
not much of the use for her. She tried to change
the language to Spanish It went to the Spanish
event that is happening in Barcelona.
-Is there anything missing on the website,
you are expecting to see?
She really liked the images and videos. She
clicked the button to sign up and than she realized that she actually has to buy the tickets.
-Are the images and video relevant to the
website?
-Is the content easy to read and colors
scheme is ok?
The text is too small
-If you could change one thing about the
website? Why?
She would love to read about the event in English as she just finished 1st module of Danish
language.
-Try to sign in and find the events? How is
the navigation?
It takes too much browsing around to buy tickets
-Where is the site identity/logo? Ask what do
they think about the logo?
Alba liked the Logo
-What is the name of this site?
The Color Run
-What benefits do you think you will receive
from this site?
It looks like fun.
-Where is the link for the home page?
She has clicked the Logo.
-Where are you in relation to the home page
(Breadcrumb trail)?
She pointed at the title of the website.
-What is your first impression of the site?
She loves the colors and she realized that it’s
sports event. But she was not capable to read
about the purpose of the event. After she saw the
video, said that it would be cool to be a part of
this.
She loved the images, but she said that it could
be slightly bigger and a bit more organized.
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8. APPENDIX
USER TEST QUESTIONS
AND ANSWERS
Respondent No 2
Name: Kasper
Age: 28 years
From Denmark
-Ask the user if they know about this event
or if they heard about it. If yes, where? If no,
explain briefly?
He didn’t hear about the campaign.
-What is the purpose of the website? Can
you tell what the page is about?
To tell more about The Color Run
-Is there anything missing on the website,
you are expecting to see?
There is missing more information about The Color Run and why should I participate.
Run, but it doesn’t give that much info. “The run
is about celebrating hapiness, individualism, and
give something back to communitiy” - Doesn’t tell
more about the cause. Give back what?
else, which was quite annoying.
-Is the content easy to read and colors
scheme is ok?
-What benefits do you think you will receive
from this site?
Yes, no problem. But they use a lot of different
fonts.
Information about the run, how to buy tickets.
-If you could change one thing about the
website? Why?
The Color Run’s logo is the link.
Maybe the white background, there is a lot of free
space.
-Try to sign in and find the events? How is
the navigation?
-What is the name of this site?
The Color Run
-Where is the link for the home page?
-Where are you in relation to the home page
(Breadcrumb trail)?
Home page
It was quite easy to find how to sign up, but in
order to buy the ticket, I had to go from page to
page which was quite annoying.
-Are the images and video relevant to the
website?
-What is your first impression of the site?
Yes, maybe more pictures of people running.
-Is there anything which you think is hidden?
-Where is the site identity/logo? Ask what do
they think about the logo?
In the text box about the color run (bottom-left
corner) there is a short text about The Color
Website is very colorful. When I hovered over
The Color Run logo, it changed to something
Site is very colorful
97
8. APPENDIX
USER TEST QUESTIONS
AND ANSWERS
Respondent No 3
Name: Sandejs
Age: 25 years
From Latvia
-Ask the user if they know about this event
or if they heard about it. If yes, where? If no,
explain briefly?
He didn’t hear about the campaign.
-What is the purpose of the website? Can
you tell what the page is about?
To let people know about the event.
-Is the content easy to read and colors
scheme is ok?
-What benefits do you think you will receive
from this site?
Text used on the website is too small but colors
are ok.
It is not clearly written on the website.
-If you could change one thing about the
website? Why?
I want to change event schedule and make ticket’s info more clear and visible.
-Try to sign in and find the events? How is
the navigation?
-What is your first impression of the site?
Information related to buy tickets is not available
on the homepage. One has to go through different pages to find information.
-Where is the site identity/logo? Ask what do
they think about the logo?
-Are the images and video relevant to the
website?
Logo is good but hovering effect on logo is disturbing. 5K is confusing.
-Is there anything which you think is hidden?
No button for home page.
-Where are you in relation to the home page
(Breadcrumb trail)?
It is not clear
Sign in is confusing, it has to be Buy now. Event’s
info is not clear.
-Is there anything missing on the website,
you are expecting to see?
Yes, very colorful
-Where is the link for the home page?
It looks like sports event.
-What is the name of this site?
The Color Run
The information about tickets and the charity organization is missing.
98
8. APPENDIX
POSTER
SKETCHES
99
8. APPENDIX
POSTER
SKETCHES
100
8. APPENDIX
POSTER
SKETCHES
101
8. APPENDIX
MERCHANDISING
STUFF SKETCHES
Eco bag sketches
102
8. APPENDIX
MERCHANDISING
STUFF SKETCHES
Detergent sketches
103
8. APPENDIX
MERCHANDISING
STUFF SKETCHES
Vitamin water sketches
104
8. APPENDIX
BUDGET
PLAN
105
THANK YOU
FOR YOUR
ATTENTION
106