The Process
Team Formation
Research &
Idea Formation
Part 3:
Research & Core
Concept Presentation
and Feedback
Part 4:
Communication Plan
& Campaign
Part 1: Team Formation
This project began with the creation of our group and the assignment of our client brief, RMIT Philanthropy. Before we began conducting research we established our individual strengths and weaknesses and outlined our expectations of each other for this project. Additionally we created a brief project timeline, highlighting crucial dates.
Part 2: Research & Idea Formation
The research component of this project began with the group dividing up different areas of research:
- Donating in general
- The Future of Donating
- Target Audience & Stakeholders
- Philanthropy (at RMIT and a comparison to other institutions)
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This initial research allowed the development of insights that formed the basis of the creative concept for our campaign.
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Additionally we had communication with the client asking questions about Philanthropy at RMIT, the fact that the information we asked from our client wasn't readily accessible formed one of our key insights.
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One of our key documents for the research process was 'empathy mapping' of our target audience, trying to articulate how they see, hear, feel, say and do in regards to our client at the present state.
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With all our research and initial idea conception we created a research summary document which carried our group into Part 3 of the project.
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Part 3: Research & Core Concept Presentation and Feedback
Through the collation of our research, both primary and secondary, we settled upon our core concept of 'Philanthropeasy'. We split this concept into three ideas, different areas of the problem we wanted to address:
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Transparency
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Ease
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Choice
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We then created a presentation to present to client and to our peers, presenting our research and core concept.
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The feedback we received from our peers for this presentation was mostly positive:
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Our research and insights were seen as relevant and useful in the development of idea and we were targeted towards our intended audiences.
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Our problem statement was clear and insightful.
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The presentation was well designed.
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Our biggest area of improvement was that of time management in the presentation, as we read off-script and hadn't rehearsed as much as we possibly could have we all tended to talk for too long and the end of the presentation was quite rushed, meaning our final ideas weren't explained thoroughly enough. Additionally it was said at times our insights were a bit repetitive.
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It was made clear through the feedback we received that we needed to conduct some more research and practice with presenting our ideas which helped us form the basis of our project for part 4.
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Part 4: Communication Plan / Campaign
Following the Research and Core Concept part of the project, we first decided to conduct additional primary research into our target audience to determine whether it aligned with the previous research we collated.
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Before completing any more work we created a new project timeline with more specific tasks so every member of the team knew their individual roles.
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The results from the survey we conducted with RMIT staff presented mostly expected results. Out of those surveyed 86% said that if the donating process was easier, more transparent and allowed for more choice, they would be more likely to consider donating to RMIT.
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With this additional research we began creating our communication plan and the creation of our executions to act as our communication campaign. After workshopping multiple ideas amongst the group we decided upon our 2 phase campaign.
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Phase 1 being the recreation of the RMIT Philanthropy website, now known as 'Philanthropeasy', with our salary deduction quiz.
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Phase 2 being the promotional campaign for this website, through videos, flyers and promotions on the RMIT websites and staff intranet.
After numerous trial and error creating our potential executions we ended up with a set of artefacts we are all pleased with. ((To view our executions visit the outputs tab))
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Finally we presented our final pitch with our communication campaign and executions to Client for final feedback before completion of the project. Our major feedback was to change the interactive quiz having a focus on individual user salary as it can potentially be disenfranchising and to make our posters more engaging to draw our target audience to the 'Philanthropeasy' website and to donate.
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