MINOR PROJECT

 

1.4.2022 - 8.7.2022

Phoebie Ng / 0341172 / Bachelor of Creative Media

MINOR PROJECT

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INSTRUCTIONS

fig 1.1 Module Information booklet 

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TASK

week 1

We had a short virtual meeting with the business school students. We introduced ourselves and briefly discussed our expectations of the NFT project. Besides, we also have a brief idea of what impression the business school wants the brand to present to the public.

week 2

This week we had worked on the persona and mainly discussed on who’s our target audience. Besides, we also had a meeting with the EAP group, which we asked them questions that we are not clear of and they also explained about their business plan. After the discussion, we think that we need to decided on wheter the business should go for B2B or B2C, we would need to do some research for that. Following this, we also need to make sure to narrow down and confirm on what service will the provide as an agency.

fig 2.1 contextual study

week 3

This week, we can’t start without the Empathy map yet because we have some confusion about the target audience from the EAP group. In the same week, we have our meeting virtually with the EAp student for clarification together with Mr. Mike. Mr. Mike had asked some questions about the proposal provided by the EAP group about their business plan and the target audience. We only could start with our work after they had to provide us the answers.

fig 2.2 persona 1

fig 2.3 persona 2

fig 2.4 persona 3

fig 2.5 persona 4

week 4

We had a physical meeting with the EAP students to clarify their business plan and the target audience that we would be focusing on. We had then concluded our target audience to be the Southeast Asia artists that would specifically be creating Collective profile NFT. We also got our personas done.

fig 2.6 persona finalized 

week 5

This week, we are still finalizing our questions and we aim to send them out during the Hari Raya break. During our meeting with Mr.Mike, we finalized the percentage of our personas. We also made some changes to our questions and ready to be sent out.

fig 2.7 survey question

week 6

This week, we listed down all the artist names that we are sending the survey to in our Miroboard and send them one by one to them. We tried our best to reach 100 respondents but the result didn’t fulfill the requirement.

Survey responses

week 7

This week, Mr. Mike said that it’s too little to have 42 responses, so we sent it out to our seniors who also meet the requirement of our Persona 1. After we got the amount of 68 responses, we then did the analysis to understand what our target audience aim to achieve. We also noticed that a lot of our respondents don’t want to collaborate with the NFT marketing agency.

fig 2.8 Insight discovery

fig 2.9 survey analysis

week 8

This week, it was the independent learning week, We had a consultation with Mr.Mike, he gave us feedback on our insights, problem statement and how might we. After that, we start to work on our journey map and art direction.

fig 2.10 how might we

fig 2.11 problem statement

week 9

 This week, we worked on our customer journey map and set our art direction. We have different mood boards following the idea of the EAP students. After getting feedback from Mr. Moke, he said that we need to think of the time for the stages of the journey map. I worked on the logo and mascot this week.

fig 2.12 moodboard

week 10

This week, we presented our ideas to Mr. Mike. We had also changed our team leader because Mei Ling is not feeling well, Sajiya would be our new leader from this week onwards. I had come out with the key visual this week.

fig 2.13 Art Direction

fig 2.14 logo development

week 11

This week, we presented our user journey map, art direction, and logo to the EAP students. We had also aligned with them for some questions from us. I had done some post design for the social media for weeks 1 and 2 based on the content that Mei Ling did. At the same time, the EAP students were not satisfied with the color chosen for the logo. However, they had agreed on purple and green color as our main colors after seeing our key visual.

fig 2.15 services post 1

fig 2.16 services post 2

fig 2.17 education post 3

fig 2.18 services post 

week 12

In this week, I continue working on the post design for social media. After Sajiya had amended the wording of the posts, I amend the design of the posts. At the same time, Michelle and Tze Earn are working on the animation video. After getting feedback from Mr.Mike, he suggested that we should think of more videos that could attract and educate people about NFT.

fig 2.19 educational post 4 

fig 2.20 6 thinker hat process

week 13

 This week, I amended the “Meet the Team” post by putting the EAP student's photos and their quotes on the post. Michelle and Tze Earn also finished the short video, which is super cool.

fig 2.21 video

week 14

This week, we completed all our designs. The designs were approved by Mr.Mike. Tze Earn, Mei Ling, and Michelle worked on the second video. In the meantime, we prepare the presentation slides and final presentation script.

week 15

This week, we have our final presentation. Sajiya found out that there was some designs missing that we have to show in our presentation. I was tasked by design the token with Zhi Vei. After that, we presented our final presentation to Mr. Mike, Mr.Fariz, and Ms.Kimberly. We have received positive feedback and some suggestion was also given to us.

fig 2.22 final presentation

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FEEDBACK

Week 2:

• it's an equal partnership that we could ask the business school questions

• We could change the business direction 

•  for example, will the business survive?

• there is potential but they missed out on the niche targeting group

We could send them our questionnaire or discuss it with the business school before Friday if everyone agreed.

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8.4.2022 (Friday)

• Research why NFT marketing is needed for clients rather than companies 

Collect data on who the clients could be, and look at NFT Portals, marketing research companies, and individual artists. 

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Meeting with EAP students

• EAP group has shown some of their visual thoughts on their company brand image

•  Target audience: Business to Business (B2B)

•  Unique Selling Point: Lack of active NFT Malaysia marketing agency

Consultation with Mr. Mike

•  Data is needed to prove there's a huge need for NFT marketing services by the business owner

•  Data in statistic form, not assumptions

•  We should have data to prove why B2C has more demand than B2B to see if our statement is correct

•  Direction to focus is on data collection to prove our statement, can look over NFT portals that host individual submissions, marketing research companies, successful individual artist

1. Do secondary research on whether the business should target business-to-business or business-to-customer.

2. Complete persona sheets

Week 5:

1. Questionaire

• Occupation (whether it's enough, is it too diverse as the different types of occupation might expect different outcomes?)

• If they haven't entered the NFT market, how to attract the artist in?

• Where to send out our questionnaire? Portals // Artstation

• Show the EAP group, the questionnaire we did, and see if they have anything to add in the third section

Our Concerns now

• We will need to see how we take the EAP business strategy to create something like Forest and have a bit of uniqueness

• See more portals like Forest to have references to help on our mood board

Week 6:

Work on completing the survey analysis, how might we statement and problem statement.

Week 7:

1. Research on environmental Values

2. Art Direction

Week 8:

Self-directed Learning Week

Week 9:

1. Align Customer Journey Map with EAP’s marketing strategy.

2. Decide the content needed and timeline.

Week 10:

• The user journey map is more or less confirmed with a few additional points to focus all effort on the awareness and decision stages.

• Art direction is headed in the right direction. Need to produce a poster as the Key Visual. The colors and the logo rationale need to be stronger in rationale.

• The website design is lacking in the required information and services that are mentioned in the User Journey Map. Advised to create the IA with the EAP group and get it confirmed and agreed on. Then proceed to create the flowchart before proceeding to the wireframe design.

• The Touchpoint list is not ready, need to get it done ASAP as the Gantt Chart needs to be confirmed and used to project manage each member’s deadlines.

Week 11:

• The Touchpoint and  the Gantt Chart are ready 

• Website IA confirmed 

• Key Visual Posters completed

1. Logo finalization on colors

2. Week 1-2 Awareness Socmed contents to EAP deadline

3. Key Visuals

4. Logo animation progression"

Week 12:

1. The awareness and decision stages will need more effort in communicating and persuading the target audience to understand and act on the information. This could involve creating motion graphic videos to better explain the NFT and marketing needs.

2. The website is good and just awaiting more information from the EAP side.

Week 13:

• The website is completed and looks good.

• The video needs to communicate and portray the same vibes as the website. Shown sample video treatment and the 6 mascots with the graphic elements that need to be used for the video’s motion graphics. To review the storyboard next.

Week 14:

1. The progress looks fine. There will be another video to be created soon.

2. It is advised to consolidate the final presentation to the industry reviewer with the EAP partners.

3. Shown the final video and the draft final presentation slides. Next, complete the slide before the 8 July final presentation.

Week 15:

• The slides are almost done, just have to remove some slides to keep the presentation below 15min.

• There are a few missing visuals that need to be developed, especially the ones that deal with the unique selling points of the agency.