BRIEF 2 - 2ND YEAR
Last week, we kicked off the 2nd brief of 2nd year. This brief is the first live brief for us as a class, so it is somewhat a new feel of a brief. Adding reality and live time pressure to our work. The Client being Shelter charity came in last Tuesday and presented their brief to us as a class. This was vital as I drew a lot of added points from this aside from the brief. They outlined everything they wanted from us. The Brand guidelines, Their existing Urban series, which they said they want our final piece to compliment this series.
They already have an event called Vertical rush, a challenge whereby people are put up against running up the staircase of tower 42 in the quickest time. This is one of their already known fundraising events. But what Shelter want us to come up with is a digital virtual app/event. To compliment their physical series. Shelter are not digital natives, they are very behind with the digital age. It has taken them two and a half years to redesign their website! Hnece why they have come to us Digital Students to come up with a solution.
Below I am going to state the things they want us to focus on and take into account when coming up with our solution -
- Think how to get people to sign up to the virtual event
- Think how we can give them a push to raise as much money as possible
- How to promote the product i.e Social media channels/Prescribed emails
- They want a holistic experience in this solution, not just a one off app. For example include special training days for users, advice on how to train, nutrition advice etc. Basically to make sure the app has weight to it, offering multiple services for people to really commit
- Shelter want to stand out from their opposing charities
- Something that will really compliment the charity in a positive manor
- They want a fitness application/virtual challenge to allow users to take part or complete it anywhere anytime, No time restrictions
The target audience they outlined clearly was the corporate sector. They gave us examples such as Marks and Spencers also Nationwide,
The budget for this brief is 20k, But that money is to be used mainly on promotion, so we have to also think about the type of technology we are going to use within our app. For example, We already thought of using Augmented reality but this idea will exceed our budget.
They gave us some examples of what competitors are already doing in terms of challengers. Such as Macmillans Outrun challenge and Crisis 50/50
Below are the clear brand guidelines from Shelter I pulled from their briefing.
- They are a charity focused on homing, and temporary accommodation for the less fortunate, they are not based on homelessness on the street
- They are politically neutral
- They use simple everyday language, very to the point in their advertising and they like to keep things very simple
- Their colour pallet is RED BLACK WHITE
- Their promotion is based around photography over illustration
- Target young adults between 20-45
- According to them women raise more money than men, so we can focus both on targeting women but also trying to improve the amount men raise.
Following on from the briefing, we decided to as a group jot down each of our strengths, a team name, and what roles we were going to take up in this project. Below are the a3 sheets of what we did.
Image 1: Our strengths and roles
Image 2: Our group contract
Image 3: Weekly planner with tasks to hit at the end of each week
Adriya - Copyriter/Research
Tayo - Design team
Ruben - Design team/Researcher
Myself - Project Manager/Copywriter/Planner
The next step for us in the follow up blog would be to research into insights, then develop these insights into a long list of rough ideas