Aboriginal Art Museum

AAMU STORYTELLERAPP. LISTEN.discover.experience

GROUP 2: SOFIE, STEPHANIE, NICOLE, PETTERI, MICHIEL

1

CONCEPT 5 content strategie 6 facts and figures

8 the story of aboby 10 aboby through the AAMU 12 merchandise 16 outer promotion 20 AAMU CREW 24 ATTACHMENTS 26

Hi, We are team 2, and we created a mascot-campaign for the Aboriginal Art Museum of Utrecht. The main goal of the mascot is that he will help to promote the storyteller-app.

In this document we will explain the life and goal of our mascot.

Enjoy!

Sofie, Stephanie, Nicole, Petteri and Michiel

3

CONCEPT

We created a mascot-campagne for the Aboriginal Art Museum of Utrecht. The main goal of the mascot is that he will help to promote the storyteller-app. Why he wants to do that you will read in our mascots story on page 10. We chose a mascot because it creates a family feeling and everyone likes a nice mascot. For now, we named the mascot Aboby, so throughout this document we will call him like this.

Aboby guides the people to the storyteller-room.

Outside the museum with outer promotion like posters and bike-flyers, but also inside the museum. Inside the museum he guides you through the AAMU to the storyteller-room.

Aboby can also be used in further exhibitions.

So he can be used for years, and this makes it possible to create nice merchandise of him. So people can take the mascot with them.

5

YOU can find the content strategie in the attached document

Content strategie

In the content strategy you can find the story of Aboby in Dutch. It is a little more extensive than the english version that you can find on the cover of the book and on the following pages. You can find his characteristics. Aboby is family friendly and very curious. He loves to share and tell stories. In the document you can also find how to use Aboby afterwards, when the storyteller-app is gone. You’ll find how he can be used in quests and expositions. How he can be found on the Social Media and on the website of the AAMU. With his own page on the website Aboby is more touchable and “human”.

With the help of your mobile phone, QR codes connect you to Aboby’s page. Further on in the document you will find how we use Aboby in the museum and why. By using floor stickers and wobblers, mugs and t-shirts. We wrote a little piece about the merchandise and which feeling it should give to the costumers. At the end of the content strategy you will find more about offline and online media. By using QR codes on the posters and social media information on the mugs in the cafeteria of the museum too improve the online publicity.

7

YOU can find the explanation in the attached document

Facts & figures

The Amuu depends on visitors who visit the museum, an important targetgroup that should be taken very seriously.

In order to reach this group, AMUU will need to communicate with them through several media-channels. This brings costs with it, this and the way the museum works as whole can be found in the AMUU Business model.

In the attached document you will find the infographic “Fact & Figures� and more information.

9

THE STORY OF ABOBY

Once upon a time there was a boy named Aboby. He lived with the aboriginals in Australia. Until one day he accidently got stuck between some artwork and got on a plane to the Netherlands. Ever since he lives in the museum. He was a bit lonely at first but soon he met his new friend: Maus the Mouse.

They became inseparable and together they discover the museum when it’s closed. They look at the artwork and talk about the meaning of it.

It was just an ordinary day when it happened...

It was a dark and rainy day. A loud thunder was rolling and Aboby and Maus where hiding under a table. Suddenly they heard a strange sound that they didn’t recognise. The sound came from the storyteller-room. Aboby was a little bit scared, but his curiosity was stronger than his fears. Aboby and Maus looked at each other and paced to the storyteller-room. When they arrived they couldn’t believe their eyes!

The paintings came alive before their eyes and suddenly they were in a different place! A big snake appeared. With a fast beating heart Aboby and Maus followed the snake...

HOW DO WE BRING THE PEOPLE IN CONTACT WITH ABOBY’s story?

We recommend to make a big version of the mascot.

This big version can be put at the entrance of the museum, and visitors can push on a button. When they push on the button the mascot will start to tell his story to the visitors. This will happen with a voice-over.

We didn’t find the costs for the making of this product.

But it’s a nice way to involve the visitors with the story of Aboby. Probably it is rather expensive to make, so it can be something to do on long term.

A cheaper way to involve them with the story, is a flyer that you can take with you at the start of the AAMU. In this flyer the visitors can read the story or tell it to their children. At the back of the flyer there is a drawing of Aboby for children to colour it.

On the next page you can find some floor stickers we made, the floor stickers are a way to let the visitors know about the presence of Aboby. More information about the stickers you can find on the next page.

11

ABOBY THROUGH THE AAMU

Floor stickers with the mascot on the floor of the museum are a nice way to guide you to the storytellerroom.

STICKER 1 You can find downstairs in the beginning of the museum.

The sticker tells you to find Aboby and the storyteller-room.

STICKER 2 The second floorsticker you will find on different places in the museum, on the way to the storyteller-room. On the sticker Aboby tells you that you are almost there.

It is also a nice way to involve children in the museum.

Children love to search, and love mascots. And admit it, which adult doesn’t love a cute mascot and a challenge to search for the room?

Wobblers on the walls as signs The wobblers you will find hanging on the walls pointing you in the right direction. They also are a reminder of the big sticker in the beginning of the museum. It encourages people to go to the room.

13

WHAT’S THE PRICETAG? Floor stickers are not that expensive, and they are off a good quality. So a lot of visitors walking over the stickers will not distroy it that easy. It’s also impossible to ignore the sticker. People will see it, and will read it. And hopefully they will search for the storyteller-room.

You can order the big floor sticker already for €23,43 excl BTW. The second sticker can be bought for €25 excl BTW. In the attachment you can find more prices from different companies for the floor stickers.

15

MERCHANDISE

A BOOK that tells the story of the mascot (or e-book because producing a book is quite expensive) KEYCHANGES AND STICKERS of Aboby, because they are cheap and very popular in souvenir shops.

SADDLECOVERS for bikes are cheap to make and can be used as promotion, and also as merchandise.

When Aboby looks to be popular A DOLL can be created. So people can take him home, and children can fall in love with their little own Aboby-doll.

T-SHIRTS FOR CHILDREN are a must-have! Which child wouldn’t want that nice Aboby shirt?

17

WHAT’s the pricetag?

Stuffed animals are only affordable to make when you order a big amount.

500 for basic pieces, 1000 for more complex pieces. For an Aboby of 10 cm you pay around 4 euros for each piece. (www.promobears.nl) Wooden key chains are very nice to have! It is a nice little souvenir for kids, but also for parents! The minimum amount to order the key chains is 500 pieces, but a keychain is a gadget that a lot of customers buy. The price for 1000 pieces is 1,57 euros, it’s not too expensive so the selling price can be around 5 or 6 euros. Everyone loves key chains, so it’s worth the investment! (http://www. tbtb.nl/CustomMade-Sleutelhangers/CM451-Houtensleutelhanger.html) Saddle covers only cost 0,55 cent for 50 pieces. It can be used for promotion and merchandise! (http://www.idwear.nl/ textiel/diversen/zadel_hoesjes_voor_de_fiets.aspx) Mugs in low amount cost 4,95 apiece when you buy 10 pieces. (http://www.mokken-bedrukken.nl/WebwinkelProduct-3278563/Mok-1-Budget-Groot-formaat.html) Book (not hardcover) is very expensive to make in low amount (6-24). You pay 16,98 euros for 1 piece. So an e-book on the website of the AAMU is a cheap solution to share the story of Aboby.

T-shirts: Amount of 50 costs 2,81 euros per piece (www.deshirtmakers.nl)

19

OUTER PROMOTION

How do we get the people known about Aboby and the Storyteller-app from outside the museum?

Why? We chose outer promotion because this is still a really efficient way to promote a product. You can connect with a lot of people through this medium. People don’t have to do anything to get the information, they only have to read or look at it. You can offer all the information that you want, this way the reader knows where he has to go to. This type of promotion you can work with a teaser. You only show a part of the story which triggers the reader. He wants to know more and will look for it. This will attract people to the museum.

How? Foremost we chose to work with Abri’s. These are posters that hang in bus stops. We believe that this is a good way to reach our target group, because Utrecht is a very vibrant city and there is a lot of bus traffic.

Besides the Abri’s, we’re also going to use bike flyers.

Utrecht is known as a bike city, so this is an opportunity that we couldn’t miss. We are going to spread the bike flyers around Central Station and around Oude Gracht. These are the places with the most bikes and where a large variety of people passes by.

Last , we also are going to work with a large sign in front of the entrance of the museum. We noticed that the building doesn’t stand out and that it doesn’t really attract people to go in. The sign will be an A2 poster in the shape of an iPad. This will entice people to go inside and discover.

POSTERS FLYERS BIKE-COUPONS SIGN IN FRONT OF AAMU

21

visit today and get 1€

reduction on your visit

Listen. Discover. Experience.

The STORYTELLERAPP

€1

Discover the world of the aboriginal art. With the new storytellerapp you can experience a new way of listening in our storytellerroom.

Take a look at www.aamu.nl or visit us today!

MUSEUM OF ABORIGINAL ART UTRECHT Oudegracht 176 - 3511 NP Utrecht

23

THE AAMU CREW

Aboby loves the visitors of the AAMU, but he hasn’t forgotten the employees! What about a nice t-shirt for the amazing AAMU crew? T-shirts are not expensive to make and they’re nice to wear and see! The text on the t-shirt let the visitors know that the people of the AAMU are there to help you!

A badge with your name on makes you more connected with the visitors. They even can be printed on the printer of the museum! Only some empty badges need to be bought, and they are not expensive at all! You can find them in several stores, in all kind of amounts.

The cafeteria is the place where visitors come to sit and enjoy their coffee or hot chocolate. So we created original AAMU mugs with Aboby on! Is there a nicer way to enjoy your drink? On the mug there is room for some advertising (the website of the AAMU, a link to the e-book of Aboby,...).

On page 13 you can find the prices of producing mugs. iPad covers are very fancy at the moment! So a cover on the iPad of the AAMU in the storyteller-room is totally a must-have!

Examples of all these nice equipment you’ll find in attachment and the page on the left.

25

ATTACHMENTS

FLYERS A4 size: A5 size:

250pcs 250pcs

96€ 47€

(flyers.nl)

POSTERS 60cmx84cm: 5pcs 70cmx100cm: 5pcs 120cmx80cm: 5pcs

55€ 60€ 65€

(flyers.nl)

SIGN 84cmx60cm: 310€ (onlineprinters.com).

It has a base that can be filled with water.

Price Includes two posters (for both sides).

All water and weather proof, double sided.

BIKE-COUPONS 105 x 297mm, quadri, enkelzijdig, 135 gram, 1000 exemplaren: €52 excl BTW. (directprinting.nl) 98 x 210mm, quadri, enkelzijdig, 135 gram, 1000 exemplaren: €77,35 excl BTW (drukwerkdeal.nl)

27

FLOOR STICKER 1 www.reclameland.nl

FLOOR STICKER 2

www.drukwerkdeal.nl

29

31

Team 2 Commissioned by the AAMU and Hogeschool Utrecht