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Discover /Explore Phase

Discover /Explore Phase. Dani Masi, Mike Lucci , Bridget Naughton and Andrew Feldt. Content. Recap Current Website User Segments and Personas Competitive Analysis Position and Strategy Objectives and Success Metrics Program and Tactics Content Outline. Recap.

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Discover /Explore Phase

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  1. Discover/Explore Phase Dani Masi, Mike Lucci, Bridget Naughton and Andrew Feldt

  2. Content • Recap • Current Website • User Segments and Personas • Competitive Analysis • Position and Strategy • Objectives and Success Metrics • Program and Tactics • Content Outline

  3. Recap • The Barbary is located in the Fishtown area of Philadelphia • It was started in 2008 by the owner John RDN • During the day, The Barbary serves food and drinks. At 10pm themed parties begin • The bar consists of 3 floors, all with a different theme and dance floor • They hold concerts for underground bands for people of all ages • The Barbary is one of the main bars in Philadelphia that appeals to a hip, underground scene • Music events and parties are heavily promoted through Facebook and occasionally through posters posted around the city • The most popular nights at the Barbary are Tigerbeats Mondays, ACD WASH Wednesdays, and Hand & Knees once a month

  4. Brand Strengths and Weaknesses • Weaknesses • The Barbary is located in a unsafe and sketchy neighborhood • Cash only, does not accept credit cards • Website consists of a calendar, and nothing more • Strengths • The Barbary is well known for their themed parties and music events • Allows people under 21 to attend musical events • Uses social media to promote events • Food and drinks are affordable • Appeals to the popular hipster trend in Philadelphia • Easily accessible by Septa (Girard stop)

  5. Current Website • The Barbary does not have anactual website • They have a blog, which is seldom updated • The blog contains one page: a calendar of events • Users must rely on yelp reviews • There are no pictures, videos, comments, information or interaction with The Barbary • Social Media sites are updated infrequently

  6. User Segments • Students • Post-grads • CreativeYoung Professionals • All of these segments are interested in Philly nightlife. They live in the city and go out multiple times a week. They do not typically have disposable income, so they like cheap places with no cover charge. They prefer the dive bar atmosphere over classy lounges.

  7. Students – Meet “Suzanne” • Overview • Suzanne is a nineteen year old Liberal Arts student on scholarship who spends most of her time studying • She doesn’t have free time for a part time job. • On the off chance that she does have a weekend free, she relies on all-ages shows and events in the city, since she is underage. • Online Behavior • She uses Facebook and Philly.com to browse events • She doesn't have a smart phone, so she isn't able to get quick email updates and notices. • She would benefit from joining an email list so she can stay in the loop. • Favorite websites: Philly.com, Twitter.com, NYTimes.com

  8. Post-grads – Meet “Zooey” • Overview • Zooey is a 23 year old recent graduate from Uarts • She lives in Northern Liberties • You can find her riding her bike to her part-time job bartending a few nights a week. • When she's not bartending, she’s interning with a Film/Media company in Center City • Online Behavior • She has a personal blog that she posts to frequently • She utilizes Twitter, Facebook, and Foursquare through her smart phone to find out about local events • She considers herself to be pretty tech savvy • Favorite websites: Flickr.com, StumbleUpon,com, UrbanOutfitters.com

  9. Creative Young Professionals – Meet “Alex” • Overview • Alex is a 21 year old drummer from New Jersey • He just moved to the city and is staying with friends until he gets more gigs and can afford his own place • He never went to college • He spends his days auditioning, browsing music blogs, or posting songs and videos to his Youtube and Myspace pages • He has heard of The Barbary, but has never been there • Online Behavior • He reads venue reviews on Yelp! • He is an active Foursquare user • He owns a Macbook and it very tech savvy • Favorite websites:Yelp.com, Myspace.com, modernrock.com

  10. Competitors • Direct • Johnny Brenda’s • Silk City • Indirect • Urban Outfitters

  11. Johnny Brenda’s Website

  12. Johnny Brenda’s Analysis • Navigation/Usability • There is a clear, main navigation that includes the following options: Calendar, Gallery, Video, Menus, Press, About and Contact • There is a clear list of upcoming shows above the fold • Social network widgets on the lefthand side, as well as a mailing list • The main navigation allows the user to access any page without returning to the homepage • Website is supported in all browsers • Design • Clean, simple layout • There is a clear brand logo on each page • Copy is relevant to the target • There is fairly limited content on each page

  13. Johnny Brenda’s Pros and Cons • Pros • The website is clean • The website effectively reflects the company’s image • There are no advertisements • Cons • There is limited content on each page

  14. Silk City Website

  15. Silk City Analysis • Navigation/Usability • There is a clear, main navigation that includes the following options: menu, calendar, about, press, gallery and video • Redirection to social networks • The main navigation allows the user to access any page without returning to the homepage • Website opens in all browsers • Design • Includes interactive elements, like the music player • Clean, simple layout • Copy is relevant to the target • Very few interactive elements

  16. Silk City Pros and Cons • Pros • The website reflects the feel of the actual brick-and-mortar location • The website is clean • There are no advertisements • Cons • There is a great deal of blank space on each webpage

  17. Urban Outfitters Website

  18. Urban Outfitters Analysis • Navigation/Usability • There is a clear, main navigation that includes the following options: Men’s, Women’s, Beauty, Apartment, Sale, New and a link to their blog • Links to featured items • The main navigation allows the user to access any page without returning to the homepage • There is an effective search bar in the top right • “Shopping Cart” feature allows user to be active in the online shopping experience • Redirection to social networks • Design • Clean, simple layout • The copy and visuals speak to the target • Many interactive elements, such as a blog and “Shopping Cart” feature

  19. Urban Outfitters Pros and Cons • Pros • Website reflects the ton of the Urban Outfitters brand • The website is clean • Users have the option to read and write reviews • Cons • N/A – Urban Outfitters is a quality site

  20. Position and Strategy • Position • The Barbary in Philadelphia is positioned as a local, "hipstery" dive bar that is affordable, has good music and is full of excitement and fun people.   • Strategy • To create awareness that The Barbary is an affordable and unique place in Philadelphia where people can have a night out surrounded by underground music, dancing, fun people and cheap drinks.

  21. Objectives and Success Metrics • Objective • To inform a wider audience of events and parties going on at The Barbary • Success Metric • Increased attendance at these particular events • Objective • Increase the community of people that are currently following the The Barbary online • Success Metric • Increased activity on The Barbary’s social networking sites like Facebook, Myspace and Twitter • Objective • To set the Barbary apart from other competitors such as Silk City and Johnny Brenda’s • Success Metric • Monitoring and tracking SEO levels of Barbary search terms in comparison to it’s competitors and overall traffic of the website

  22. Program and Tactics • Brand and position the website to have a more personalized feel • Provides the target with more information about The Barbary and its unique features • Feature videos and photographs from the music scene • Comment section will provide the target the opportunity to discuss the performance as well as upcoming performers • A ticketing application to allow users to buy tickets directly from the website • Music Player • An event calendar • A social media section, featuring Twitter, Facebook, and Foursquare link • Create a blog network

  23. Content Outline • Homepage • Flash based area with “what’s happening tonight” and a featured photo/video • Updated daily • Sidebar • Navigation includes: calendar, blog, gallery, shows, menu, about • Social network widgets • Facebook, Twitter, Myspace, Yelp! • Downloadable mobile app

  24. Content Outline Cont. • Calendar • Upcoming six months • Each date/event is a link, which provides a pop-up screen • Event description • Playlist of the visiting artist’s music • Food/drink specials • Blog • Fashion • Music • Photos • Bartender/DJ profiles • Missed Connections (powered by Craigslist)

  25. Content Outline Cont. • Gallery • Photos (powered by Phrequency) • Videos • Music Widget • Create playlists of The Barbary artists • Search new music based on personal tastes • Shows • All ages shows • Separate calendar • Ticketing • Link to R5 productions

  26. Content Outline Cont. • Menu • Food • Drinks • Daily drink specials • About • Venue description • Hours • Directions • Map (powered by Google)

  27. Thank you! Check out our blog at: interactiveabdm.wordpress.com

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