REVISUPLANS BOOK 2012

1200MILES

TABLE OF CONTENTSBackground

Situation Analysis

SWOT Analysis

Target Audience

Strategy

Brief

Media Mix

Budget

Schedule

Creative Executions

Evaluation

Conclusion

About the Team

Sources

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WHAT IS REVISU?

Background

Revisu is a Portland, Oregon based start-up striving to improve creative workflow. The program is an online application that allows designers to revise work collaboratively by pinpointing feedback on the design itself. Users upload and share PDFs with designated viewers,

whom can then pin-point aspects of the PDF and offer their critiques to the designer. Additionally, Revisu allows for asynchronous feedback without the inconvenience of travel and coordinating multiple schedules. The program exists to improve the lives of creative

professionals by making sure their time is never wasted, helping everyone to work smarter, not harder.

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SITUATION ANALYSIS

Problem Preliminary insights Competition

Currently, most agencies hold conventional design review meetings, utilizing face-to-face interaction. Revisu will have to overcome the conventional methods and demonstrate the benefits the application has to offer, allowing users to pinpoint exactly what they want to be edited. According to Clifton, the co-founder of Revisu, 90% of text is used just to describe what aspect of a design needs to be adjusted. Therefore, the pinpointing feature allows for a much more accurate and timely revision.

The challenge of this project will be to help the brand differentiate itself from other project-sharing applications through demonstrating this unique pinpointing feature the program offers.

Revisu’s main competitors are Basecamp, Dropbox and Dribble. Basecamp is best suited for large collaborative projects; Dropbox helps users store their files online; and Dribble helps clients and designers interact in a socially supportive environment. Meanwhile, Revisu has the potential to use and promote all of these features. However, what Revisu has that its competitors don’t is the pinpoint feature. This is what we are going to focus on throughout the campaign to differentiate Revisu and show viewers the great capabilities the program offers, making their lives easier.

There is a lot of potential to expand upon Revisu’s current public relations and advertising presence. Currently, Revisu has a limited social media presence on platforms such as Twitter, Facebook, and the Revisu blog, but two-way communication between users is virtually non-existent. Revisu relies heavily on their clients to facilitate brand conversations and would benefit from engaging more.

Additionally, there have been program reliability issues with uploading documents to the site. This issue could be detrimental to client’s experience, causing them to question the dependability of the program. The goal of the site is to make their lives easier; therefore we want to be sure to resolve this issue prior to engaging in any advertising efforts.

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SWOT

Strengths Weaknesses

Opportunities Threats

pinpointing feature increases efficiency

asynchronous revision allows for mobile collaboration

organization for user including revision history

only compatible with PDF and Photoshop

security

program reliability

provides a flexible lifestyle for users

people and companies are always looking for ways to become

more efficient

this program can help to cut travelling time and fees

Dropbox

Dribble

Basecamp

Google Docs

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TARGET AUDIENCE

Tom Jones is a 37-year-old creative professional who is working at an advertising agency in Portland, Oregon. Tom is a very busy man who juggles his demanding career while striving to live an active lifestyle. He constantly has several projects going on at once and needs a simple way to keep himself organized. Tom is looking for a method to keep track of his paper trail digitally and is tired of

sorting through countless emails to find an old draft for his client. Additionally, Tom is sick of sorting through a stack of revisions the creative director handed him from the last meeting. The Sharpie aroma is giving Tom a headache and he gets frustrated spending hours going through and trying to meet everyone’s criteria.

Meet Tom

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STRATEGY

A successful campaign will respect the time of those we are trying to reach: creative professionals who already have packed schedules--and convince them to adopt Revisu as a tool for their creative revision process. Revisu is here to help, it is here to give creatives more time for the thing they want to do most -- create.

The goal of the campaign is to get advertising agencies to use Revisu as part of their revision process. Once we develop a strong base, other advertising firms will want to use Revisu too. This is the most effective method of increasing the number of users. Moreover, by targeting agencies, Revisu will gain much-needed revenue to further their work, since agencies will provide Revisu with the most profit.

Furthermore, once Revisu becomes an industry standard through reaching agencies, both freelancers and the educational sector will follow suit--much in the same way that collegiate programs now use the Adobe Creative Suite for all of their creative work. Revisu can create educational packages for the institutions to give access to instructors and students, allowing them to implement the software into their program, preparing their students for the professional world. Once students and agencies are both on board, in-house agencies and freelancers will follow their actions and use the program too.

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“A genuine emotional connection must be intrinsically relevant to what your brand stands for, to those unique physical and emotional needs you deliver, and to what you believe at your core to be your timeless values.” -Scott Bedbury

BRIEF

Advertising ObjectiveSingle Most Important Thought

Generate interest among agencies to integrate Revisu into their creative revision process.

Revisu is the online app that lets design-ers revise work collaboratively by pin-pointing feedback on the design itself.

The desired response of the advertising campaign is to evoke emotion from our target audience, allowing them to visualize how Revisu will enhance their lifestyle by saving them time, allowing designers to spend less time cataloging feedback and more time on the fun part -- the design.

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MEDIA PLAN

Media Mix - Print

We have designed a print ad to publish in Communications Arts, which is a publication that caters to creative professionals. We have chosen this publication based on their rates and circulation. According to the Communication Arts Media Kit, the publication reaches over 60,000 creative professionals from around the world. Additionally, they have the lowest price rates of the main industry publications.

We calculated that if Revisu’s net average ticket is $5 (which is well below their average ticket for agencies) then they have the potential to earn $300,000. Realistically, we will not have 100% retention, however, if we are able to reach only 2% of their total viewers that would more than cover the monthly fee.

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CA circulation 60,000

X Revisu average ticket $5.00

$300,000

X .02 $6,000

61% of Communication Arts subscribers work in the creative industry.

Communication Arts 2012 Media Kit

MEDIA PLAN

Media Mix - Digital Banner

We have designed a banner ad to be placed in the design section of Fast Company’s website. We have chosen Fast Company because it offers the ability to specifically target design professionals, which is our designated audience, in addition to being one of the least expensive industry sites for banner ad placements.

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Unique monthly visitors 5 mil

X Revisu average ticket $5.00

$27,500,000

X .01 $275,000

53% agree, “I turn to FastCompany.com for the lastest in technology and business.”

2012 FastCompany Media Kit

MEDIA PLAN

Media Mix - Viral Video

Video: We have designed a viral video that we plan to feature on sites such as Youtube, Vimeo, and influential industry specific blogs. The video is intended to highlight Revisu’s pinpointing feature and show viewers how this feature can make their creative revision process more efficient. We chose this execution because it is inexpensive and requires only minimal production costs as well as caters to the audience by providing them with an easy-to-watch aesthetic explanation of the program’s abilities.

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BUDGET

Print $5,695 X 6 months $34,170

Digital Banner $110 X 6 months $660

Video production costs $500 Total $35,330

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Prices based on Communication Arts & Fast Company 2012 rate cards

MEDIA SCHEDULE

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Print Digital Banner Video

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Print

CREATIVE EXECUTIONS

Can we see how he looks without glasses?” --Margie D.

Revisu is an online application that allows designers to collaborate on shared projects. Invited users can pinpoint features of an uploaded design to help guide creative work from concept to completion.

Pinpointing smart design.

We’re going for family friendly here. Can you pencil in a lemonade instead?” --Steve W.

I don’t like the blue. How about a green t-shirt?”--Steve W.

Revisu.

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Digital Banner

CREATIVE EXECUTIONS

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Animated VideoCREATIVE EXECUTIONS

too much

white space

here

change these colors

too much

white space here

another

color would work b

et-

ter

try a different

drop cap

Ant, explam rem quae ad ut Am, te

Ant, explam rem quae ad ut Seque enihiciis

pintpointing smart designREVISU

Concept: We intend to show the various traditional ways of making and sharing design revisions and compare these to Revisu’s effecient pinpointing tool. The style of the layouts, the method of revision, and the music will allude to a specific time period for each frame. The tone of the video will be playful and will lead the viewer to understand the benefits of using Reivsu.

The tagline, “Pinpointing Smart Design” emphasizes the unique tool that Revisu offers.

The first frame will show a layout that looks like it was created in the early 1900’s. Early methods of revision will be shown by using red ink to mark directly on the pages. Music will reflect the era.

The second frame will show a layout that looks like it was created around the 1950’s. Methods of revision will be shown by tacking a note onto the layout. Music will reflect the era.

The third frame will show a layout that looks like it was created in the 1980’s. Methods of revision for this time period will be shown by using Post-Its with revision notes. Music will reflect the era.

The fourth frame will show a layout that looks like it was created in the 21st century. Methods of revision for this time period will be shown by using Revisu. Music will reflect the era.

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EVALUATION

To measure the efficiency of the tactics below we will post a survey question on the Revisu registration page asking where they found out about Revisu. The options will include the following:

print ad banner ad video

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friendindustry blogother

This will allow us to see which tactic has the greatest impact on consumers, allowing us to then put a greater emphasis on that medium. The media that we use will accomplish our objective by raising awareness of Revisu, which will then result in a growth of users.

More specifically, we will measure each tactic individually.Print Ads for Industry Specific Publications: The efficiency of this medium will be measured through the survey described above.Banner Ads for Influential Industry Websites: This will be measured by the quantity of clicks. Our goal is to reach a minimum of 6,000 clicks on the targeted channel over the span of a year.Animated Video Showcasing the Pinpointing Feature: This will be measured by the views on YouTube, Vimeo, and various industry blogs. Cumulatively, our goal is to reach 20,000 views.

CONCLUSION

Revisu will gain users by promoting their product through a campaign emphasizing the pinpointing feature of the program. This feature will capture creatives’ attention by showing them it can improve their lifestyle. They will see that by saving time on the tedious duties of the revision process, they will have more time to do what they want to do -- design.

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ABOUT THE TEAM

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What were you in your last life?

One word that describes this class

Where do you get creative?

Favorite viral video

Dream Job

Ribbon dancer

Straggler

Yogurt Xtreme

Anything Bieber

Lyrical wordsmith

An MC

Efficient

Humble Bagel

Kittens Inspired by Kittens

Photographer for National Geographic

Jellyfish

Pinpointing

Under my bed

Cuppy Cake Boy

Traveling food critic

Ariel from Little Mermaid

Collaborative

In my chair in my room with the candle burning

Jimmy Kimmel - Halloween Candy

Cake Boss

Swamp person

Chillbro

Where don’t I get creative?

Call Me Maybe

Jeremy Wade

Jordan Bentz Hanna Danielson Madeleine Dreyfuss Nicole Johnson Anthony Nuccio Writer Account Planner Art Director Account Manager Media Planner

SOURCES

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Bedbury, Scott: A New Brand World by Scott Bedbury

Communication Arts Media Kit: http://www.commarts.com/mediakit/mag_readership.html

Fast Company Media Kit: http://mediakit.fastcompany.com/FC_MediaKit.pdf