Create brand awareness for Zamberlan as a family-owned and operated company with a rich Italian history of boot-making. The main business goal was to create brand awareness with Experticity audience on our platform because Zamberlan is not well-known in comparison to larger boot-makers in the outdoor industry.
Design an eLearning app for Zamberlan that drives home brand awareness by positioning Zamberlan as a family-owned and operated bootmaker who still hand make their products in Italy.
When thinking about our targeted users, we really have two types of targeted users that we need to take into account. 1) The targeted users of the brand, and 2) our Experticity platform users, who are experts in the Outdoor market. In order to answer the first part, we asked Zamberlan the following questions during our client kickoff:
From this we learned that Zamberlan is targeting two types of users of their product:
Based on feedback from our network of experts, we know that Experticity platform users are the most receptive to authentic, user-created content, not traditional marketing-speak. They also love very detailed product information and insider knowledge about the brand. Therefore we want to strive to create an eLearning campaign that is informational, meets the client's business goals, and includes real-world feedback from Marpac users (reviews, testimonials, complaints, etc.) That said, we know our users are most receptive to:
Combining both our answers from the brand about their targeted users/business goals and taking into account best user experience practices for our platforms users, we came to this conclusion:
In order to find out more about Zamberlan's current brand perception, we took to social media and blogs to see what people had to say about them. We made sure to find examples from both their hiking audience, as well as their hunting audience.
With the storyline presentation signed off by the client, the Instructional designer and I map out the structure and flow of the eLearning campaign. We reiterate what the client's engagement goals are, as well as the user needs, and draw a storyline flow map based on that.
Now that we have a clear idea of how the story should flow based on our flow map which we created in our brainstorm, we can flesh our storyline presentation for the client which will be a outline of the eLearning campaign. We plan on telling the story of Zamberlan as a family-run company devoted to artisanal craftsmanship and giving the entire campaign the look and feel as though someone were flipping through a family album. We will also touch on specific Zamberlan technologies, their relationship with Vibram, and get two different vetted experts' take on the brand.
Now that out storyline presentation has been presented to and signed off by the client, the Instructional Designer writes a script for the campaign based on our storyline presentation and hands it to me to begin laying out visually. During this phase I'm thinking about how to convert the script that the Instructional Designer has written into something that is visually interesting, flows, and includes interactions illustrating the information in the campaign. Most of this is very rough, as I'm using it as a way to get my ideas out quickly on paper and see what will work and what won't.
Now that I have an idea of what I need to make structurally and visually, I can begin to make the final high-fidelity design and code the prototype. I choose a color theme based on what I think will give the campaign a very vintage, intimate feel (in this case browns, blacks, and blue to reference old cyanotype prints) and begin to make my graphics. From there, I export all of my images and lay out the structure of the campaign as slides in HTML/CSS/JS and input my graphics. Once this is done, the finished module is run through a QA team which includes myself, and it is tested for mobile, app, and desktop compatibility as well as any content that needs to be adjusted. Once that is finished, we present the final prototype to Zamberlan in a site presentation meeting and receive any edits and feedback from them.
Client was very happy with the final design and said that we perfectly captured the feeling and story behind their brand. The campaign launched on time, and increased traffic and engagement to their page on our platform, which in turn increased more sales.
In our post-launch meeting we collected numbers from our marketing tool and because of this campaign had improved the following:
Amount of edu-games taken: up 50%
Product bought from manufacturer: up 32%
Edu-game pass rate: up 25%
Zamberlan was a great example of a brand awareness campaign. My only caveat is that I wished we would have spent more time (a second 5-minute eLearning campaign) to go into more detail about their product. I think spending more time on product information would have increased product bought from the manufacturer. However, given that we only have five minutes of content to work within, I feel that this campaign was very strong in creating more expert awareness of their brand on our platform.