Kinetic Agency. Bryce Adams Solana Curtis Cambria Hanson Jake Hopkins Cynthia Lynch

Transcription

1 Kinetic Agency Bryce Adams Solana Curtis Cambria Hanson Jake Hopkins Cynthia Lynch 1

2 We want a game that will build long and lasting connections. 2

3 Table of Contents Executive Summary...4 Executive Summary Index...6 Background...8 Situation Analysis...12 Target Audiences...16 Objectives, Strategies and Tactics...18 Budget...35 Timeline...36 Evaluation

4 Executive Summary The campaign for The Connections Games known for its products Roots & Branches and Did You Know, originated from Doug and Carol Ladle, owners of the original Your Family *A1-A3, A16-A17 Tree The Game. The Ladles discussed with Kinetic Agency the desire to target the millennial generation, young adults, ages After conducting two focus groups, one survey with 540 responses and 30 in-depth interviews, Kinetic Agency discovered that the original game was unable to be targeted to millennials in its current version. *A10-A15 Primary research showed that millennials found Your Family Tree The Game juvenile. They found the game to be aimed at young families with kids, due to the kid-friendly board and design. The need for a millennial card game emerged. *A17-A20 Did You Know is a card game created through this campaign designed for the millennial generation. This game is great for travel and is compact, created to be played anywhere and anytime. With a modern look and bold colors, research shows that it will be successful in the market place. Each question has been copy tested for successful connection making among *A10, A17-A20, A35 millennials and the game is gaining popularity. 4

5 Through the process of creating a new game, Kinetic worked to help the original game be more successful than its previous version. Research suggested that Your Family Tree The Game needed a name change to Roots & Branches. Research showed a need to refine and simplify the questions. The questions were altered and now are easy to understand and have strong impact for making connections with all players. A new logo, question cards and the board have *A1-A9, A11-A14, A16 been redesigned. Through regularly conducted primary research and copy testing, Kinetic Agency has married the two games into The Connections Games as a parent company. The parent company allows the Ladles to have both games under one name and for both games to maintain separate and unique target audiences. *A21-A35 Kinetic Agency has prepared the groundwork for a social media campaign and event campaign for Winter 2017 through campus classes at Brigham Young University-Idaho. Both campaigns will introduce and launch the parent company The Connections Games, the improved board *A28-A29, A36-A40 game Roots & Branches and the new Did You Know millennial card game. 5

6 Executive Summary Index Primary Research: *A1-A15 Conducted one survey with 540 respondents Tested names for games Conducted 30 in-depth interviews Tested questions and games Conducted two focus groups Tested board game on millennials *A16, A34 Board Game: Changed Your Family Tree The Game to Roots & Branches Simplified and decluttered board layout Reworded questions using modern language New logo Changed to higher quality of board 6 *A17-A20, A35 New Card Game: Created new game to target millennials Named Did You Know Created logo Designed cards for game Wrote and copy tested millennial-aimed questions Designed box for game Copy tested colors used in game design Tested the first printing of game with millennials

7 Parent Company: *A21-A33 Named The Connections Games Developed new website New logo New business card Social Media: *A22-A33 Developed social media accounts Facebook (50 followers) Instagram (150 followers) Twitter (purpose of business-to-business communication) Content creation Staged photoshoots of new products Future Development: *A36-A40 Event planning practicum (will plan and execute product launch) Event planning mock-up Social media practicum (develop content and increase following) App development option (app development through class project) Created pitch packet to send to Deseret Book, Seagull Book, BYU-Idaho University Store and Porter s Craft & Frame. Wrote pitch letter and backgrounder 7

8 Background Your Family Tree The Game was a game developed by Doug and Carol Ladle. It began as a passion for family history and wanting to share special stories with families. Doug Ladle retired from teaching at BYU-Idaho in He and his wife served a mission for The Church of Jesus Christ of Latter-day Saints from 2010 to 2012 in South Africa. Upon arriving home, they began to serve and work in the Rexburg Family History Library. In fall of 2012, their passion for family history and the family flourished, and the Ladles began to develop a board game. Doug initially drew by hand a game and introduced it to his family. After printing 15 copies, they sold 14 of those copies, then $12 each, to friends and staff at the Family History Library. The Ladles saw potential in the game and began to set up the business through trademark registration. In January 2013, the Ladles began to sell the game at family history conferences. They partnered up with Gennifer Rawlins, a graphic designer, to create a professional looking game board, logo, banner and business card. They began to mass produce the game and had 300 copies created. At their first conference in Rexburg, Idaho they sold 50 games. The Ladles had a website created to keep up with current marketing strategies and began to sell the game through their website. 8

9 They continue to sell the game at family history conferences and on their website. They attend bigger conferences now and are selling more than 100 games at each conference. The response the Ladles received at family history conferences was very positive and the Ladles have continued to improve their game for more success. Through many transitions and development of the game over the last five years, the company and its products have been taken to new heights. Before the BYU-Idaho Fall Semester 2016, the Ladles had the impression to check into a university class that might take on their game as a promotional project, which led them to COMM 435 and the Kinetic Agency. The Ladles told Kinetic they wanted the game to not only help families learn about each other and family stories but to bring closeness within the family and among friends. They specifically wanted ideas on how to target millennials at BYU-Idaho who are a prime target. Primary research showed that millennials found Your Family Tree The Game juvenile. They found the game to be designed for young families with kids, due to the kid-friendly board and *A1-A9, A11-A16 design. The need for a new game aimed at millennials emerged. 9

10 It began as a passion for family history and wanting to share special stories with families. 10

11 Did You Know is a card game created through this campaign designed for the millennial generation. This game is great for travel and is compact, created to be played anywhere and anytime. With a modern look and bold colors, research shows that it will be successful in the market place. Each question has been copy tested for successful connection making among *A17-A20, A35 millennials and the game is gaining popularity. Through the process of creating a new game, Kinetic worked to help the original game be more successful than its previous version. Research suggested that Your Family Tree The Game needed a name change to Roots & Branches. Research showed a need to refine and simplify the questions. The questions were altered and now are easy to understand and have strong impact for making connections with all players. A new logo, question cards and *A1-A9, A11-A14 the board have been redesigned. Kinetic Agency has prepared the groundwork for a social media campaign and event campaign for Winter 2017 through campus classes at BYU Idaho. Both campaigns will introduce and launch the parent company The Connections Games, the improved board *A22-A33, A36-A40 game Roots & Branches and the new Did You Know millennial card game. Now the Ladles have a new company called The Connections Games. They have an improved board game and a new millennial card game. The Ladles are excited to see what *A16-A21, A34-A35 the future holds with two games to market and profit from. 11

12 Situation Analysis Your Family Tree The Game (renamed Roots & Branches ) is sold at family history conferences and online at the company s website yourfamilytreethegame.com (renamed theconnectionsgames.com). The Ladles have done well but are looking to expand their target audience and their sales. They wanted to target millennials, specifically those on the BYU- Idaho campus. Due to the millennial focus and research suggesting that Your Family Tree The Game was too juvenile for millennials, a need for a separate game Did You Know emerged. The Ladles have two games that target individual and unique audiences, which all have great potential. Roots & Branches targets young and growing families with kids and grandparents. Did You Know targets millennials and families. *A1-A15 12

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14 SWOT Your Family Tree The Game (renamed Roots & Branches ) Strengths: Appealing game that families enjoy Low production costs Brings families together Opens communication lines within group/family Allows for possible expansion Caters to both families and millennials with campaign redevelopment Weakness: Limited audience (targeted mostly toward young LDS families) Limited scope of influence (only people at family history conferences) Many people are unaware of the game Game doesn t interest the millennial generation Could be seen as too juvenile and not for all ages prior to redevelopment Opportunities: Increase Likes and followers on Facebook Build niche market Revised game relaunch Appeal to the millennial target market with revised name, design and questions Redesign website to be mobile accessible Large area in which it can be put in store and distributions 14 Threats: Many other games to compete with Small specific target audience (young LDS families) Difficult to gain shelf space with retailers

15 SWOT Did You Know... (new card game for millennials) Strengths: New game with a clean millennial aspect and look Low production costs Makes connections between all who play Inviting questions Allows expansion Caters to both millennials and families Compact, portable, can be played anywhere and anytime Fun and interesting questions the promote conversation and making lasting connections Weakness: Brand new game, limited consumer awareness Game may not interest an older generation Opportunities: Increase Likes and followers on Facebook Build niche market Launch card game through impactful and fun event for millennials Appeal to the millennial target market Redesign website to be mobile accessible Large area in which it can be put in store and distributions due to compact size Threats: Many other games to compete with Hard to gain shelf space with retailers Card games that are similar 15

16 Target Audiences ROOTS & BRANCHES Primary Roots & Branches Audience: Young and growing families with small children who want to connect and learn with each other. Rationale: The questions are geared to help families learn about each other and to grow closer. Some of the questions provide opportunities for family members to share about themselves, and others help them learn about their ancestors. This game could be played at a family game night or as the activity for a family home evening. Secondary Roots & Branches Audience: Grandparents who buy the game as gifts. Rationale: Roots & Branches is a great holiday gift. Not only are the questions centered around families, but they are engaging for an older audience directing a younger audience. Every grandparent loves to tell their story. This game helps them share their life stories as well as build a relationship and connect with their family. 16

17 DID YOU KNOW... Primary Did You Know Audience: Young millennial adults ages Rationale: This game s redesign has millennials in mind. By creating a wide range of questions, young adults can easily get to know each other. That atmosphere creates an engaging get-toknow-you conversation that helps a connection between friends go beneath the surface. Secondary Did You Know Audience: Families that want to connect with each other. Rationale: Families will also enjoy this game because of the variety of questions that it provides, especially families that have children 14 and older. The game is easily portable, making it perfect and enjoyable for families to take on road trips and family vacations. 17

18 Objectives, Strategies and Tactics Objective One: Determine changes and needs for the game and company to increase awareness by 40 percent and sales by 100 percent. Rationale: Research helped to ensure the success of the changes made through this campaign. Every change to the board game and development of the new game was made after analyzing primary research. *A1-A15 18

19 Strategy One: *A1-A9 Conduct survey to examine potential of names for both games Rationale: The purpose of the survey was to determine which proposed names of the game s participants would suggest for name changes. The survey tested names for the board game and the card game. Tactic One: Created a list of 12 possible name changes for the board game and four possible names for the new card game. Having multiple names allowed participants to see various options and choose which name they deemed best. Tactic Two: Assembled the survey through qualtrics.com. The survey participants chose their top three names for each game. The top three results went through second rounds of copy testing via focus groups. Tactic Three: Distributed survey by Facebook and word-of-mouth, which allowed free distribution and easy access for millennials and young families to participate. Social media was a quick, easy and convenient way of sharing the survey and receiving large amounts of responses. Tactic Four: Analyzed the results through qualtrics.com. Outcome: 540 participants for the online survey percent of the survey respondents liked the name Roots & Branches percent of the survey respondents liked the name Did You Know This name was a suggestion for the card game. In the focus groups the respondents liked this name for the card game more than any of the other four name suggestions that they tested. The board game name changed to Roots & Branches and the card game received the name of Did You Know. 19

20 Strategy Two: *A11-A15 Use focus groups for copy testing and to confirm decisions Rationale: Two focus groups were conducted as additional primary research concerning name-change copy testing and also for the board game set-up and format of play. The primary purpose was to determine if millennials liked the board game and if we would be able to successfully market the board game, as is, to millennials. Tactic One: Focused on name suggestions for each game and if millennials liked the board game. *A1-A3 Tactic Two: Held two focus groups at BYU-Idaho and had participation from millennial students on campus to fit the target audience. Tactic Three: Analyzed data from the focus groups with the Ladles. Through analyzing the information, Kinetic Agency developed a campaign for the client that helped target millennials and brought improved questions to both games. Outcome: 15 participated in the focus groups, all within the millennial age range of years old. Participants felt that the board game targets young families and children. Did not like the family history feel to the game. Felt the old game title, Your Family Tree The Game was misleading concerning the purpose of the game. Thought the original questions were intense and too personal to answer among friends, maybe even family. Roots & Branches was the top-ranked name at the focus groups. Did You Know was chosen for the new card game. 20 Overall, the participants in the focus groups felt the old version of the board game was kid-friendly. They thought the game was great for children to play with their families, but that they would not be interested to play it as millennials. Through research the concept of creating a new game for millennials emerged.

21 Strategy Three: Use in-depth interviews to copy test the old version of the board game and also the new questions for the millennial card game Rationale: Conducted five in-depth interviews about the board game, and a total of 25 people viewed questions for the new card game. Questions were copy tested on a scale of one to three, with two or higher considered successful. *A10 Tactic One: Ensured validity and consistency by asking similar questions for the in-depth interviews. An appropriate, consistent scale was used for testing questions. Tactic Two: Analyzed the information from the in-depth interviews. Tactic Three: Questions that did not meet the standard of excellence, had to be rewritten or changed and copy tested again. Outcome: The board game is fun, but the participants would not buy it without having played it first. Would not be willing to buy such a low-quality board. The new questions tested well, and only questions with an average of two or higher were kept. The new questions for the card game are liked by millennials and facilitate a way for those playing to have fun and make connections. Overall the board game is kid-friendly, but millennials do not want to play it. Millennials also do not want to pay money for a low-quality board. The board is not visually appealing to millennials. The questions for the new card game tested well and were liked by millennials. Those who participated in the interviews wanted to buy the game and were willing to pay more for a higher quality product. 21

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23 Objective Two: Rebrand the company and products to create a fresh and intriguing appearance to attract 300 new customers. Rationale: The company previously was known by Your Family Tree The Game. Now with the development of a new product, the company needs to be a parent company for both games. Since both games are about making connections with those you play the games with, The Connections Games seemed fitting. 23

24 Strategy One: Rebrand the company Rationale: The rebranded company now promotes and sells both games. The company needed a new name, new logo and new business cards. Tactic One: The Connections Games was created for the parent company that captures the essence of both games. *A21 Tactic Two: Worked with the client s graphic designer to create a logo and new business cards. Tactic Three: Developed company s website. It includes a new domain name, and the website has an improved landing page that promotes each product and helps the company sell more. *A22-A27 Outcome: Changed company name and created new logo, business card and website with name change. *A21 24

25 Strategy Two: Rebrand and rename the original product Rationale: While the original product was great and the concept strong, a de-cluttered game board helps the board be more visually appealing. Reworded the questions for simple design and usage of modern language. The name of the game was changed to be more *A16, A34 appealing to various target audiences. Tactic One: Game s questions have been revised and refined. Redeveloping the game helped it be simple and modern, and apply to children through fun colors. Rewording the questions allowed them to be easily understood. Tactic Two: Simplified elements of the board s layout to be clean and decluttered. The question cards are now sleek and modern in appearance. The card spots on the game board have been removed, and the new logo has been added. Tactic Three: The rules for the game have been reworded, and additional directions for playing have been added for a diverse playing style, which allows a new experience each time played. Outcome: Roots & Branches is an appealing and catchy name. Through the redesigned board and question cards, this game is now marketable to multiple target audiences. The sleek and modern design, gives potential to be more appealing to families and possibly millennials through additional development. 25

26 Strategy Three: Develop a product for millennials Rationale: The original product did not appeal to millennials, which was the client s primary target audience for this campaign. The new game with a design and content that appeals to millennials ensures greater success for the company. Tactic One: Researched through copy testing and focus groups to determine what millennials want in a game. Millennials liked the idea of the questions from the board game, but not the board itself. Millennials like a game that they can play for fun or competitively. *A11-A15 Tactic Two: Developed questions that are modern and attract the interest of millennials. These questions have been split into five categories that provide various topics that can be discussed during the game. The client can create expansion packs, which allows the client to have a product that can continue to grow. *A10 Current categories: 1. Bon-Appétit (Pink) 2. Dating (Blue) 3. Nice 2 Know (Orange) 4. Adventure (Green) 5. Pop Culture (Purple) Tactic Three: Designed cards that are sleek and modern with appealing colors and design elements. Through *A17-A20, A35 research, each color was selected for its appeal. Tactic Four: Rules were written two ways. The game can be played in a competitive or get-to-know way. The game is versatile and can adapt to house rules. 26 Outcome: The game is high-quality, and the colors are vivid, impactful and appealing. Through in-depth interviews and focus groups, the game has proven successful. Participants enjoyed playing and await widespread release so they may purchase their copy. Millennials love the questions, the quality *A17-A20, A35 and the design.

27 Developing a product that was impactful and appealing for millennials. 27

28 Objective Three: Increase volume of sales by redesigning the website, increasing presence on social media and getting games into retailers. 28

29 Strategy One: Develop online presence and awareness Rationale: The previous primary source of sales for this client was family history conferences. Through an increased presence online, the client is now able to sell more games and increase its share of market. Tactic One: Developed a Facebook account for the company. Gained 50 followers and brought awareness of the company and its products. *A29-A31 Tactic Two: Developed an Instagram account. Built a following of 100 followers for the company and its products. *A32 Tactic Three: Developed a Twitter account to increase awareness of the games. This platform is for networking and sharing information about the game and business-to-business communication. *A33 Tactic Four: Redesigned the company s website. It includes a new domain name, and the website has an improved landing page that promotes each product and helps the company sell more. *A22-A27 Outcome: Through social media and the website the games will sell more, and also the company s social media platforms have high followings. The continued use of social media will benefit sales and promote the games. 29

30 Strategy Two: Get game into stores Rationale: To grow past the company s minimal sales and limited market share, the company needs to make way into the market through different retailers. The company already has a fan base surrounding family history. The BYU-Idaho University Store, Seagull Book, Deseret Book and Porter s Craft & Frame currently attract that same audience the company targets. Tactic One: Wrote pitch letter and backgrounder of the company. Tactic Two: Created pitch packet to send to BYU-Idaho University Store to gain game placement in the store. Tactic Three: Created pitch packet to send to Seagull Book to gain game placement in the store. Tactic Four: Created pitch packet to send to Deseret Book to gain game placement in the store. Tactic Five: Created pitch packet to send to Porter s Craft & Frame to gain game placement in the store. Outcome: Waiting for finished product before sending pitch packets. 30

31 Objective Four: Provide resources to client for future development 31

32 Strategy One: Event launch of the millennial card game Rationale: A product launch of the millennial card game is a great way to get 100 millennials to attend and to spread the word about the new product. If done right, this event will gain media coverage and help spread the word through the millennial grapevine about Did You Know. *A36-A40 Tactic One: The focus of the launch is speed dating. Tactic Two: The launch will be held in February The COMM 339 event-planning practicum taught by Ward Hicks will take the lead in this event as a requirement for the class. Tactic Three: Event mock-up book featuring venue options, logistics for the event, and decor has been created and provided. Outcome: Made contact with Ward Hicks and have set plans for product launch in February

33 Strategy Two: Connect client to social media resources Rationale: The Ladles are not able to directly advertise on the BYU-Idaho campus, through social media they can still reach the millennials at BYU-Idaho. Tactic One: Contacted Lee Warnick about his COMM 397R social media practicum using this company as a class project. Tactic Two: Introduced the Ladles to Lee Warnick and have a group of students assigned from the social media practicum in the Communication Department at BYU-Idaho for Winter Tactic Three: Created a guide to help educate the Ladles on how to post on social media, comment and do various tasks on the company s various platforms. *A28-A29 Outcome: Made contact with Lee Warnick and his social media practicum will begin in January

34 Strategy Three: Create option for app development Rationale: Millennials love the concept of virtual games, and the majority of them have smartphones. Similar to other apps on the market this would have the potential for expansion packs and the need to purchase online. Focus groups suggested that an app may be as successful as a card version. Tactic One: Contacted professors that teach app development classes for information on getting students to work for the client on app-development process. Tactic Two: Connected Ladles to the professors for future development of an app version of the game. Outcome: Made contact with professors, classes will begin in January

35 Budget 35

36 Timeline October: Roots & Branches Conducted one survey with 540 respondents Tested names for games Conducted two focus groups Tested board game on millennials Conducted five in-depth interviews Tested Your Family Tree The Game Changed Your Family Tree The Game to Roots & Branches Simplified and decluttered board layout Reworded questions using modern language New logo Changed to higher quality of board 36 Did You Know Conducted one survey with 540 respondents Tested names for games Discovered need for new game to target millennials through primary research Created new game to target millennials Named Did You Know Created logo Copy tested colors used in game design

37 November: Did You Know Designed cards for card game Designed box for game Wrote and copy tested millennial-aimed questions Conducted 25 in-depth interviews Tested questions with millennials Tested the first printing of game with millennials The Connections Games Created The Connections Games a parent company of both games Developed social media accounts Facebook (50 followers) Instagram (150 followers) Twitter (purpose of business-to-business communication) New business card for parent company New logo for parent company 37

38 December: Did You Know Created pitch packet to send to Deseret Book, Seagull Book, BYU-Idaho University Store and Porter s Craft & Frame. Wrote pitch letter and backgrounder The Connections Games Content creation for social media Staged photoshoots of new products Developed new website January-April (Winter 2017): Did You Know Event planning practicum (will plan and execute product launch) Event planning mock-up Social media practicum (develop content and increase following) App development option (app development through class project) 38

39 Tested the first printing of games with millennials. 39

40 Evaluation Kinetic agency focused on four objectives to help the Ladle s company be well known. Kinetic started by defining the changes and needs for the game as well as the company that would increase awareness. As they researched and copy tested the original Your Family Tree The Game, Kinetic determined that by attracting new customers the company would be better off. To attract 300 new customers, Kinetic rebranded the Ladle s company and products to create a fresh and intriguing appearance. By changing the name of Your Family Tree The Game to Roots & Branches it gave the game a new and modern feel. With the help of the Ladle s graphic designer a new logo, business card and updated board were put together to create an even better game than before. After research and copy testing, it was discovered that a new game would be needed to reach millennials. Which is what the client specified as a new target audience for the company. Thus Did You Know was created, a game targeting millennials. This new game was born from the idea of the original game but was made as a card version with the intention that it could be easily transported and played anywhere at anytime. 40

41 With two amazing games, there needed to be a home base, marrying the two games into one company. This would make it easier for the Ladles to manage and control. This parent company was named The Connections Games. The Connections Games then needed a new website and new social media platforms to share the new and improved games that the Ladles had to offer. A Facebook, Instagram, and Twitter accounts were created to facilitate communication and ordering for clients. With the two great games, the Ladles as well as Kinetic were interested in developing a relationship with local bookstores, and companies that would allow The Connections Games to be sold in stores as well as online. In an effort to not leave the Ladles empty handed, Kinetic Agency will be providing the Ladles with contact information for future development of launch events, social media and the clients contacted for in-store sales. 41

42 Kinetic Agency