The first meeting with the client

Date: Fri, 17 March 2017
Location: Dida’s Wine Lounge (54 Jervois Road, Herne Bay)
Time: 4.30pm – 6.30pm
Attendees: Gavin (Client), Hulu, Chris

After initial contact to check the availability of utilising Gavin’s website a week prior to the meeting, we all met up to discuss the procedures, timelines and collateral required.

Presenting the timeline:

  • Agreed to proceed as outlined in the timeline post (24 April – 20 May)
  • Gavin offered to help out with imagery and text requirements
  • Leading up to the 24 April all collateral is to be produced
  • 20 May will launch with a new category under features on his website (Comparing wine varieties Oaked vs Unoaked)

After the agreement on the timeframe, we discussed the nature of the new material we will create in order to launch and run the campaign for the duration of four weeks.

Material to be created:

  • Mini-website (3 pages – single-scroller site)
  • 2x Landing pages (both with A&B variants)
  • After the creation of these elements, we will take a closer look at what material will best match it to be utilised on social media
  • #wineguy and #winesworthsharing (motto of the site) are to be contained in all social activity
  • PHP selectors will be utilised on landing pages and social media to reflect different content on the pages
  • 2x LinkedIn articles (A: Friday Drinks and B: Business Etiquette/Gifts/Lunches)

Mini-Site

The Mini-Site will give an overview of wineguy.co.nz (also accessible via wineguy.nz) and focus on three categories of the page:

  • Glossary
  • Food Pairing
  • Vineo (Videos about wine)

For the videos, we will be creating different libraries, which get loaded via PHP selectors and then embedded utilising a jQuery randomizer to ensure that the content from social link to landing page to mini-site is coherent and matches the users’ expectations. This way we will be minimising drop-off rates and deliver a comprehensive on-topic experience that will allow us to communicate and achieve our goals throughout the campaign.

Landing Pages

The landing pages will explore different scenarios and contain varying approaches of how people consume wine and in what environments. The content and imagery will be supplied by the client and contain the actual content from the first four articles of the new categories (changing each of the landing pages weekly to offer variety and keep users interested).

Page 1
The first landing page will focus on food and wine pairing. According to the new category that will be introduced throughout the campaign and starts on the website on the 20 May, we will give the user two options – The left-hand side will show an oaked version of a wine with a food pairing in the bottom left corner. Clicking on it will transform the page and briefly explain why this goes together. The right-hand side will have an unoaked version of the same label with a different food pairing. Again, clicking on it will reveal brief information of why it goes together.

Page 1 – Alternative version
The alternative version will see us swapping around the wine and food focus – Food as the main object and wine match in the corner.

Expected outcome:
The expected outcome here will show us whether people are more likely to be driven by the food or by the wine choices. An educated guess is that the food-centred version will do better with people outside the wine industry.

Page 2
The second landing page will see us explore common situations where wine is part of the experience. Again, we will split the page in two halves and put two different locations opposite one another. The first will see us compare a social BBQ scenario versus a family dinner at home. Clicking on either one will bring up suggestions that are best matched to the scenario with the food offered and also taking into account the time of day.

Page 2 – Alternative version
The alternative version here will see us putting a cafe against a restaurant experience. Again we are looking at different times of day, different kind of food experiences and both of these are away from the home and can be part of a private as well as a business context.

Expected outcome:
To guess the outcome here is very hard. We are thinking it will be a close call and be equally popular with visitors.

Conclusion of the meeting

In the end we have agreed to touch base again by Thursday, 23 March 2017 to supply the client with sketches and mock-ups of the Mini-Site, Landing pages and their variations. Based on these initial mock-ups, we will start prototyping the elements and also start working on potential layouts for all social media elements.

Future deadlines:

  • All Mock-Ups and prototypes to be designed and confirmed by the client on 3 April 2017
  • Production of all material between 3 April – 24 April
  • Launch Campaign execution 24 April – 20 May
  • Posting the new feature category 20 May (Client to execute)
  • After 20 May 2017 evaluating data from analytics, social activity and comparison to activity prior to campaign – Reflection
Advertisements

Time Line and Collateral List

Proposed Caimpaign Dates: 24 April – 20 May 2017

Proposed Platforms:

  • Mini Site
  • Landing Pages (2x A-B Testing)
  • Facebook Posts/LinkedIn
  • Twitter
  • Pinterest
  • Instagram
  • maybe a promotional editorial text on AUT’s website
  • notcot.org entry
  • other website if possible (as we go along we will add here)

 

Mini Site (running along the whole campaign time) (example: https://www.polroger.com/en/champagnes )

Explaining the cause, getting people interested, offering a sneak peak of the new category

Landing Pages (4 in total, least visited gets killed each week – One for business manners article and one for everything else (two versions each))

Brief intro, image, link to existing article(s)

Facebook (twice a day – timetable for posting changes every week)

utilise 360 panorama image posts,

LinkedIn (twice over period of the campaign)

Research posts about manners and business outcomes – connect to wine

Twitter (twice a day timetable one hour behind facebook)

#wineguy compares/explains/reminds you..

Pinterest/Instagram (same time as facebook – 3 times a week)

Landing page related collateral (postworthy)

 

Options:

  • Quiz (easy)
  • Quotes
  • Memes

 

Proposal

Client

Gavin Hubble is running a successful blog http://www.wineguy.co.nz. His readership spreads the globe and has steady traffic with a very low bounce rate. The majority of readers are related to the industry – wine makers, alcohol industry representatives/distributors and retail outlets such as Countdown, Liquorland, Glengarry etc. Working for Hancock’s Ltd. – a wine and spirit importer, he is also creating and running classes on wine education.

Goal

With the general audience on the page being very industry-focused, it is the client’s goal to expand and reach a more generic audience. The website has been created to educate the public by explaining the varieties and diversities of wine. Together we are aiming to achieve a broader target audience.

We are expecting to drive more traffic to his website with users returning frequently for updates. By expanding the readership, we are targeting everyday consumers to raise excitement and knowledge about wine in general.

We are trying to make users more engaging and open to learning about something they might not have understood or cared about yet. Instead of simple consumption, wine is a huge area of science, flavours and techniques that are all leaving a mark on the final product in someone’s glass.

By raising awareness of why something is different, people will think more about what and how they are consuming a product.

Audience

Young professionals aged from 25 to 35 who are willing to learn in order to make an impact in work as well as social scenarios. Their time resources are limited due to still settling into the professional environment, while striving to gain track in their career. However, they are always connected for work and social reasons and are familiar with most social platforms. In their spare time they are networking and the line between their private lives and work starts blurring.

Approach

Throughout this campaign we will utilise Twitter, Facebook, Pinterest and websites to raise awareness for wineguy.co.nz. Targeting individuals in their spare time rather than professionals in office scenarios, the timing and distribution of content will be crucial and has to happen mainly outside office hours to maximise the impact and visibility.

We are looking at creating a launch campaign spanning four weeks in total. The last day will be the reveal of the new section on the client’s website and conclude any further actions. After the campaign ended we will have time to analyse the data collected during the life-span and reflect on the challenges, effects and final outcomes.

We are looking at an elegant and mysterious design limiting colours to black, white and grey scales. This will keep the effort for asset creation simple. The tone of the campaign has to be easy and approachable in order to engage young and mature adults alike.

The campaign will run prior to launching a new features category on the website. The new category is about comparisons of two seemingly similar products (i.e., oaked chardonnay versus unoaked chardonnay).

Based on the new feature category, we are looking at creating material that prepares and excites the target audience for it.

Tools

The material we are intending to create and utilise:

  • Mini website (maximum of 3 pages)
  • Landing pages (A-B testing with different executions)
  • Facebook posts (engaging and prepared for Facebook-only)
  • Twitter (Material for Twitter, including a new hashtag for all wineguy.co.nz promotions)
  • Pinterest (New material mixed with landing pages and mini website to increase exposure)

All materials will be created by us for this project. The client has offered to assist with selecting suitable imagery and also will be involved in discussions starting from the design of the prototypes for the various materials.

Starting point

The best way to start will be the creation of the mini website. From that point on we will have design and tone guidelines for all other platforms and can ensure that the look and feel will be maintained across all outlets.

The mini website should give a preview into what people will be exposed to on the wineguy website and have little bite-sized information that can be edited and expanded throughout the launch campaign.