battle of the atlantic brainstorm
DESCRIPTION
Slides used in a brainstorm with the Royal Navy around the Battle of The Atlantic project.TRANSCRIPT
Royal Navy Battle of the Atlantic
Brainstorm27th February 2013
“The Battle of the Atlantic was the only thing that ever frightened me.”
Winston Churchill
Agenda• Overview• Audience• Best practice• Post-it note blitz• Grouping & rating• Next steps
1. Overview
What we need from todayTwo ideas to develop into a
compelling proposition.
The two ideas should:
1 – Inspire people to attend the events
2 – Help people understand the parallels with today
= To show how the Royal Navy is relevant today
Schedule?Research & plan
Feb March April
Release 1
Develop concept
Prototype concept
Release 2
Considerations• Life of delivery is potentially short.• Budget and timescale is tight.• Need to use existing content and data assets.• Marketing spend may be limited – so needs to PR
itself.• Needs to be a simple project with known
technology used.
2. Audience Profile
John – 57History Enthusiast
• Lives in Kent with his wife.• Has two sons aged 22 and 27, and one granddaughter
aged 2.• Works as a civil servant.• Reads non-fiction books on his Kindle while
commuting.• Enjoys finding out new things and sharing knowledge
with others.• Friends value his opinion and consider him an
influential character.
Brands
• Uses a Blackberry• Has a Sony TV with surround sound• Has a Dyson Vacuum cleaner.• Buys clothes from Marks and
Spencer• Shops for food at Sainsbury’s
Interest in the Royal Navy
• Uncle was in the Royal Navy during WW2
• Up to date on current affairs and abreast of UK military action.
• Interested in all kinds of military history• Watches history documentaries and
subscribes to BBC History magazine• Enjoys visiting cultural sites and
attractions at weekends and on holidays, including ships.
Web habits
• Uses email regularly for work and personal communications.
• Browses on desktop.• Does not see the value in social
media• Watches videos when they are
embedded in sites he is viewing, but would not search for videos on Youtube.
• Emails articles he finds interesting to his friends and family.
• Often contributes reviews online following a purchase.
Adam – 20History Student
• History undergraduate student – final year• Lives in Bristol with three male house mates• Watches action films and historical documentaries• Enjoys playing computer games• Likes travelling during university holidays• Independent thinker, only follows trends if they
genuinely appeal to him
Brands
• Uses an Apple Macbook• Communicates using Skype• Buys technology through Amazon• Eats Dominos pizza• Buys food from Asda
Interest in the Royal Navy
• Studying 20th century history• Has friends who are planning on joining
the Royal Navy as Officers• Interested in military strategy and
foreign affairs
Web habits
• Uses twitter and Facebook to keep in touch with friends, share photos and posts interesting/amusing articles to his wall
• Uses MacBook for university work, and tablet and smart phone for recreational browsing, watching films etc.
• Enjoys watching videos online• Member of online gaming sites.
BBC History Magazine• Readership 262,000 (Circulation: 71, 403)• 64.5% Men, 35.5% Women• Average age 52• 41% have a degree• On average, BBC History is read for over 80 minutes a month
Online Engagement...• Podcast weekly Downloads: 100,000• Facebook followers: 3,351• Twitter followers: 25,272• E-newsletter Subscribers: 25,254• Quizzes, galleries and interactive games are often more successful than longer
articles, blogs and reviews• The audio podcast is always very popular• Readers use email and are fairly active on social media, much more Twitter than
History Channel Audience• 63% Men, 37% Women• 19% 16 – 34 years old• 49% are 45 – 64 years old• Median age 57
History channel viewers are more likely to... • Have curious minds, reflected in their wide-ranging choice of
factual programmes• Be made to think and feel mentally stimulated• Avoid light entertainment because they cannot take something
away from it
3. Empathy Map
Thinking and Feeling
Hearing
Seeing
Pains Gains
What does the audience’s environment look like?
What is important to the audience?
What influences the audience?
What does the audience want to achieve?
What obstacles does the audience have?
4. Visualising Best Practice
• Keep it clean and simple• Let the design follow the data• Aggregate and cap the amount you’re
showing• Tell a story • Use analogy, comparison and
relationships
Do
• Have too much information• Forget the story you are trying to tell• Make it look noisy or over-animated• Make it inconsistent by “variety for
variety’s sake”
Don’t
5. Post-it Note Blitz
• Get it off your chest – pet ideas• Ask why, what, who, where and when• Look at others and combine• Repurpose
Steps
6. Grouping & rating
• Develop the two concepts further.• Present illustrations for selection.• Start working up technical prototype.• Provide production estimate: scope.
Next
Questions