S.M,A.R.T Objectives

SPECIFIC

We aim to create a viral video in order to promote/ make people aware of the travel app we created for STA Travel.
This will require us to provide inspirational/innovative methods of promotion that is suitable for our target audience and others that may possibly view the video.
We would speak to the PR and social media team within STA Travel as we will be promoting our video via social media, as this is the most successful way of targeting our consumer.
We must focus on the message that we wish to portray and the purpose of the video, and avoid reverting back to the app and describing its functions.
We musn't take awat the essence of the brand and their ethos. We also musn't focus too much on the app and it's functions, but what STA inspire the consumer to do, we must try and get a balance of both.
As we are students we have a very small budget as the project is self funded. However, if we did have a large budget we would travel to a variety of different countries and take video footage/pictures ourselves in order to give the consuemer a feel for travelling, and what STA Travel are all about. We would also buy the rights to the song we wish to use in the video in order to be able to upload it onto YouTube and also social networking sites such as Facebook and Twitter, as those are the platforms that will be most succesful for targeting our target audience.

MEASURABLE

We plan to measure the success of our video with a hashtag via google analytics. We will put the hashtag at the end of the video as a call to action. We will measure the success via how many searches the hash tag recieves, and what device the consumer was using eg; iPhone, iPad, computer etc.

ACHIEVEABLE

The video that we would like to create is achieveable as STA Travel have previously done similar videos, and therefore ours will just be an addition to the others, however promoting the app as well as the brand. Creating a video in this style is also achieveable in the time that we have for this project.

REALISTIC

This outcome is realistic and can be achieved as we previously mentioned that STA Travel have done videos very similar before, and ours will be an addition to the ones that they have already done. We will also be using a montage of an actual persons holiday photos in order to make it even more realistic.

TIMELY

Marketing Week 6/3/13- 'There's no end to the possibilities of digital, but no end to the problems'

A report on Marketing Week 6/3/13 debates the endless possibilites of digital media, yet the problems it is causing industry businesses, as they have to keep they are in great compeition with each other to try and come up with new ways to impress the consumer.

'More recently, Tumblr announced its plans to offer brands promoted posts on its mobile properties in a bid to monetise its growing smartphone audience, which has quadrupled in the last six months alone.
On the face of it, this sounds exciting news for brand-side marketers given it’s another targeted audience that can be contacted while on the go. But I can’t help but feel the proposed offering is indicative of the problems facing brands as the worlds of social and mobile merge, or we enter the “so-mo” era.
For example, the proposed Tumblr proposition sounds similar to Twitter’s mobile mobile promoted posts offering in the first instance. But what will be interesting to see is the targeting capabilities Tumblr will provide on mobile.
Twitter’s mobile service lets brands target by location and makes sense as it’s a more text-based medium, which could be used by brands to provide directions to their stores for instance. However, Tumblr is a more image-based offering, similar to Instagram, and its primary input method is likely to be a device’s camera.
From here it’s clear to see how the next wave of “so-mo” platforms will require creative thinking and strategic guile to be effectively used as a marketing engagement channel.'

This report stresses the importance of mobile availability, and how much more successful an website/service is if it is available as an app for those on the go. However businesses are now trying to find a way of advertising through these mediums also, as mobile apps are the best way of targeting everyone. We can really use this information as we have created an app of which the whole point is to be used on the go, as important things such as travel details are available on the go. An interesting term has cropped up in this report that we would like to look more into, 'so-mo'.

GDance App

There is a personalisation trend apps and social media at the moment. People like to seem to have their own go at something, make it personal/their own and have their own 5 minutes of fame. Above is an app I downloaded on my iPhone whereby you can add your own face into the Gangnam style video and watch the little figure dance. This immerses the consumer as it gives it a personal touch and makes it more personal, making them want to share it/show other people, then having a domino effect as the next person will want to do the same. We could use this in our viral, as if we create a silly video, we could use something like this as a next step after the video in the same way 3Mobile have with 'Dance Pony Dance', as this will prevent it from being a FAD. However we could do it with photographs, as our STA Travel app is linked with Instagram, for our element of Share It. We are really considering adding Do It to our IT's as do it and share it seem to go really well together, and are becoming more of a trend, people watching/seeing something making their own and sharing it.

Harlem Shake

About The Harlem Shake
The Harlem Shake is an Internet meme in the form of a video in which a group of people performs a comedy sketch accompanied by a short excerpt from the song "Harlem Shake". As a meme, the video was replicated by many people, using the same concept, and this rapidly led to it becoming viral in early February 2013, with thousands of "Harlem Shake" videos being made and uploaded to YouTube every day at the height of its popularity.
The form of the meme was established in a video uploaded on February 2 by five teenagers from Queensland, Australia known on YouTube as The Sunny Coast Skate.The video started a viral trend of people uploading their own "Harlem Shake" videos to YouTube.The teenagers' video was, in its turn, a follow-up to a video by a YouTube comedy vlogger named Filthy Frank which featured a section where several costumed people danced to the song "Harlem Shake" by Baauer.
information from- http://en.wikipedia.org/wiki/Harlem_Shake_(meme)#Projected_lifespan

 

This was the origional Harlem Shake done by a group of students that call themselves The Sunny Coast Skate. This video soon caught on and became viral. This is an example of an origional viral, as the students probably never intended for the video to become as popular as it has.

 

 

The Harlem Shake Viral Spread

On February 10, the upload rate of Harlem Shake videos reached 4,000 per day. As of February 11, about 12,000 versions of the popular Internet meme had been uploaded to YouTube, garnering over 44 million unique views. By February 15, about 40,000 Harlem Shake videos had been uploaded, totalling 175 million views.
Baauer's single reached #1 on the iTunes America chart and #2 on iTunes in the UK and Australia on February 15, 2013.
Information- http://en.wikipedia.org/wiki/Harlem_Shake_(meme)#Viral_spread

The spread of the viral has brought people together, again tapping into the 'IT's' of share it and also do it, as other people have uploaded their own versions. The text has become popular to just about everyone which is another reason why we also need to consider other people and not just our target audience as it just shows that virals can be seen and appriciated by just about anyone. The Share It aspect of this video is brilliant as it has made people YouTube sensations within their own right.  We could really use the Share It and Do It aspect of this video, as the actual video is quite pointless, but is clearly what is popular at the moment. A popular trend at the moment seems to be personalising things, people seem to like to put their own personal touches on exisitng videos and media, so this is something we can use from this video. This video is missing a call to action, which will cause the video to die out as there are only so many different Harlem Shake videos that people can upload.





TMobile Flashmob

Flashmobs are another ridiculous way of getting the audiences' attention and giving off a positve vibe. This flashmob by TMobile is another great 'Share It' viral video. However it's downfall is that it doesnt have a call to action, however it does have the well known tune at the end of the video that is significant of TMobile. Flashmobs are another great way of bringing people together, which is what our whole STA Travel app was about. This idea might really work with our concept as people that are travelling could do a flashmob, or one could be filmed in the airport to give off the feel of STA Travel as a brand eg fun,playful innovative and a bit daring.
The message at the end of the video is 'Life is for sharing' which is obviously the key concept of the video and the message that TMobile is trying to portray, that it is important for us to keep in touch and share things with each other. It's really important that we incorporate a key message and a call to action within the video especailly with doing something funny/silly otherwise the message is lost and the video is pointless. If it wasnt for the message 'Life Is For Sharing' at the end of this video, the video would lose its point.

Dance Pony Dance

As our target audience is students, we want to create a viral video that is a little bit ridiculous/random/silly in order to catch their attention. The 'Dance Pony Dance' advert that 3Mobile have created is a great example of this, and also fits with our concept of 'Share it'. What prevents this video from being pointless is it's call to action at the end '#DancePonyDance' which automatically is telling the audience to go to Twitter/Instagram and search the hashtag. This is what will need to be really important in our video, the call to action, otherwise our video will end up being pointless.
Another thing that we can take from this video is the fact that 3Mobile have carried on this whole Dance Pony Dance concept and have given it a more personal touch whereby  the audience can make their own video.

At the end of the video it actions the audience to visit the website www.ponymixer.com where they can make the pony dance to a song of their choice. We think this is a brilliant idea as it is immersing the audience in the concept of Dance Pony Dance and giving them something they can share, again reverting back to the Share It aspect we need to reinforce in our viral video. This video has given us inspiration to develop our viral video beyond the video, as consumers in the 21st century want more, and if we dont provide it the concept will be a FAD and will soon be forgotten.

All Fun And Games

We found the report 'All Fun And Games' that we were given really inspirational and informative. We completely agree with the concept although we did not find it directly useful for our research we are able to take elements from it. It has given us more of an idea about the customer for example in the text it states ' It's no longer the preserve of geeky teenagers in dark bedrooms; women lead the way in casual games such as Angry Birds have captured the interest of kids and professionals'. This has made us aware that we maybe need to consider others that may stumble across our viral video and not just the audience we are aiming it at, as online/viral concepts are now attracting just about anybody, and this could open up our app to a new audience. This would be great for the brand as from our survey we found out that not many people had heard of STA Travel, so this is our chance to make it well known. Additionally, this text gave us indication that even the most simple things can become extremely popular 'Kane suggests that digital gaming is to the 21st Century what printed books were to the Renaissance'. Thus suggesting that digital gaming is also becoming the norm and what is expected. Audiences are fast becoming desensetised to things much quicker in the 21st Century, so we need to come up with something new and innovative.

Feedback From Part 1

Although we were a little disappointed with our mark, we got some great feedback, and also some great hints and tips for what we need to improve on next time.

Evaluate

• Make sure we show that we have understood the text and its context and not just say what we do and dont like about it.
• Distinguish what we can use from the text and what is no good to us and be selective.
• How this text will appeal to the consumer, what this text has that other don't and what makes it so special.

Research

Make sure that we are researching into more texts 

• Journals
• Magazines
• Consumer Trends
• WGSN
• Marketing Week
• Whats Popular on YouTube/Itunes
• Top 25 apps/videos.

Be More Consistant.

• Annotate Slides yet have a good balance of images and text.
• Make the end product consistant eg fonts titles.
• Use a select range of fonts that work well together
• Come up with a theme that works and stick to it.

We are going to consider all of these elements in this next stage of the project.

Online Development Part 2

After completing Part One of the brief, we have now been given Part Two, this part of the project is focusing on:

• Developing a basic knowledge of online promotion.
• Developing an understanding of Video Content.
• Develop and encourage online innovation. 

A viral video is something that becomes popular over the internet through a process of sharing. This sharing is done by social media, and emailing. Viral videos can contain humorous content and include a brief description of the element they are promoting, This is something we need to focus on creating something funny but still having a point too the video. 

Brief 

We need to promote our STA travel app, and provide rational to support the section of the app. We need to form a plan, and execute a video which best communicates the best features of our travel app. This viral video will then be promoted online via email, website, YouTube, Vimeo. 

There are different examples of videos we could create:

Staged Videos: These types of videos are about seeing the video and making you aware of whats going on, they hit a wide audience and cause a reaction.

Original Videos: These videos are a clip you can take from somewhere else, which causes attention.

informative Video: These videos communicate an idea, design or a style, can be a still frame video. 

App Virals: These Virals are either showing you what the app actually does, or video of what the game actually does. 

To accompany the Viral Video we are also asked to submit a 1,500 word report Focusing on:

• Main objective
• Core functions
• One of the 5 'its' 
• Target market
• SMART objectives
• Rational behind the video
• A schedule/timeline 
• List of sources 
• Conclusion

Research:-STA Travel: -Research about STA. What it is? What it does?-Travel Apps: -what they do?functions?-What you like about them?

Research:
-STA Travel: -Research about STA. What it is? What it does?
-Travel Apps: -what they do?
-functions?
-What you like about them?

1.- WHAT IS THIS? WHAT IS DOES?

STA Travel is one of the largest travel organizations for students and young people. It was founded in 1979 by acquiring assets from the bankruptcy of AUS Student Travel in Australia including their successful UK company (trading since 1976).

The oldest legal entities in the Group are those of Austria (formerly Oekista 1950); Germany (SRID 1955) and Switzerland (SSR Travel 1962). STA Travel is owned by Zürich-based corporation Diethelm Keller Holding Ltd., which also owns business services company DKSH. Over time it has acquired or started other operations, so today it operates in 60 countries with over 240 STA Travel stores Worldwide. They employ in excess of 3000 people speaking over 60 languages. Last year they sent more than 2 million travellers packing and our turnover exceeded USD$1.1 billion worldwide

STA Travellers relish the journey more than the destination and they want to learn something from the people and places they visit. Their customers travel for fun, adventure, education and for the experience.

The commitment to excellence in personalised customer service was recognised at the Australian Customer Service Awards. They have been voted Rolling Stone Magazine’s Hot Business of the Year and have won the Arthur Anderson Awards for Best Business Practice.

 

 

 

 

 

 

 

2.- PRODUCTS:

•   Student airfare: STA’s Student Exclusive Ticket provides students with competitive airfare pricing and unmatched flexibility and ease when booking their travel. It's what sets us apart from the rest!

•   Adventures:  We distribute more than 1,500 products for accommodation, tour, work, study and volunteer programas, making it clear and simple for students to plan their trip. It's easy to organize your ideas and put them into motion.

•   Discount cards: The International Student (ISIC), Teacher (ITIC) and Youth Travel (IYTC) ID Cards provide access to over 35,000 international and domestic discounts including airfare, accommodations, tours, shopping, dining and entertainment with partners such as Target.com, Apple Store, Virgin Megastore and The Body Shop.

•   Travel insurance: Insurance coverage is offered for trip, baggage, medical and accident protection as well as providing 24-hour worldwide emergency assistance.

•   Global cell phones: Provide students an easy and cost effective way of keeping in touch with friends and family while touring the world.

•   Online visa application: With its exclusive partnership with VisaHQ.com, STA Travel customers now have access to timely, online visa application services at competitive rates. By logging onto http://statravel.visaheadquarters.com/visas.php, students can apply for new visas as needed by accessing their profile through a secure online account. This service reduces the average application time from 30 minutes to two minutes compared to other passport and visa services. Additionally, the online service allows STA Travel customers to track application status online 24/7 and receive real-time electronic updates.

 

3.- FUNCTIONS:

The site offers airfare, hotel and hostel bookings, travel insurance, tours, and other travel products: tours and treks, bus and rail passes, discount cards, language courses, tax rebate, etc. According the terms and conditions users have to be students or teachers at a degree granting college or youth under age of 26 to redeem offers. The business and website is rated by the Better Business Bureu.

 

4.- TRAVEL APPS:

It is avalaible for free for the iPhone and Android. You can find virtual notice boards near you or create your own for your restaurant, bar. school, event or area; meet, chat, rant, ask questions and start conversations about what is happening around you in real time; search and join conversations on boards around the world - research your desired destination and talk to the people actually there, and check out offers for local STA Travel stores, events, etc.

Jaime Morella Romero
2 Fashion Brand Management