Project 1.1

1st year exam 2012:

Table of content Introduction..................................................................................p. 2 Problem Statement..................................................................................p. 2 Problem Delimitation.................................................................................p. 2 Methods Method discussion Report Structure

Campaign site for Den Gamle By

.................................................................................. p.3 .................................................................................. p.3

Company analysis ( Values, Vision, Mission ).................................................... p.3-4

Witch-hunt Event

Schein`s model

…………………………………………………………………………………..p.4-5

Communication Analysis ( SWOT, Core Strategy )...............................................p.5-6 Summary of the product ( Presentation of our product/service, Positioning ) Campaign Plan

Supervisors:

Conclusion Line Skjødt Appendix ( Personas )

Michael Hvidtfeldt Søren Ipland Jarne Wilhelm

Bussines Academy Aarhus Multimedia Design and Communication

Kaster H. Niels-Erik

Authors: Jakub Stasiniewicz Jolita Endrijaitytė Octavian Iacovache Svetlin Galov

Group: 1md12z1

Katarína Šuvadová

Project Group: 4

Katarína Š Renārs Kaulins uvadováz Assigment period: 1.10.2012 -12.10.2012

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Table of content Introduction..................................................................................p. 3 Problem Statement................................................................p. 3 Problem Delimitation.............................................................p. 3 Methods and Method discussion............................................p. 4

Company analysis ( Values, Vision, Mission ).................................p. 5 Schein`s model …………..…………………………………………………………….......p. 6 Swot ..................................................................................................p. 7 Tows........................................................................................................p. 8 Business Conclusion...............................................................................p. 8

Communication Analysis................................................................p. 9 Summary of the product............................................................p. 9 Core Strategy..............................................................................p. 9 Campaign Plan............................................................................p. 10 Target Group...............................................................................p. 10 Conclusion...................................................................................p. 11

Appendix..............................................................................................p. 12 Design Analysis..................................................................................p. 14 Introduction................................................................................p. 14 Webpage.....................................................................................p. 15 Wireframe...................................................................................p. 15 Mockup.......................................................................................p. 16 Actual Webpage.........................................................................p. 16

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Layout and Composition............................................................p. 17 Typography.................................................................................p. 17 Top Image....................................................................................p. 17 Images..........................................................................................p. 17 Localization.................................................................................p. 18 Logo.............................................................................................p. 19 Poster..........................................................................................p. 20 Topography................................................................................p. 21 Main Image.................................................................................p. 21 Background Image.....................................................................p. 21 Footer.........................................................................................p. 21

Interaction Analysis.........................................................................p. 22

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Introduction Den Gamle By is one of the most famous and important museums in Denmark. "The Old Town" - was founded in 1909 as the world's first open-air museum of urban history and culture.They have 75 historical houses from all over Denmark that shape the contours of a Danish town as it might have looked in Hans Christian Andersen's days - streets, shops, yards, homes and workshops. (ww.dengamleby.dk) The old town annually has around 350, 000 – 400, 000 visitors.(www.dengamleby.dk) Most of the visitors are Danish people but usually there are a lot of German tourists who make 25 percent of all visitors. Den Gamle By strives for, above all, authenticity, credibility, fantasy and audience participation. (www.dengamleby.dk) The main purpose of this report thus becomes to analyze the company, find out what kind of event they need in order to improve the quality of experience that they offer and eventually increase their revenue.

Problem statement: How can we promote Den Gamle By in a way that increases its popularity through the medium of advertising?

To answer our main question will will also need to investigate whether it is possible to reach young people as well as older people who do not use internet so much?

Problem Delimitation: We could not do research for our personas. (We are not familiar with method of researching). We do not have enough information about precise data about income and variety of guests in Den Gamle by, because it is not the same number every month.We could not measure awareness in our Marketing objectives. (We are not familiar withmethod of measuring it) We also did not carry out any surveys. (Lack of time and unfamiliarity) and could not set up marketing objectives due to lack of information about it.

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Methods and method discussion: We are going to collect data from Den Gamle By’s official website.

We will use Schein’s model to analyze the values of Den Gamle By, also company vision and mission to have a better grasp of the company itself. We will create SWOT/TOWS analysis and make personas because we want a clearly defined target group.

For our target group we have decided to use segmentation in order to separate our potential customers in different groups..Furthermore we will develop a core strategy, organize and choose a specific campaign tactic because we want a stable foundation of our product.

We intend to use the data collected in a way that we can figure out what segment of our target group needs more focus, as in to which age range our advertisement needs to be directed.

Considering that we want to attract a larger audience and increase Den Gamle By’s revenue, we believe this approach would suit our goals the best.

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Company analysis (business-wise) In order to understand what the company is all about, how do they function on a very base level we decided to make a basic company analysis. We aim to have a better grasp at the company values,mission,vision etc. so we can easily identify how our product can fit well into the company’s image.

Values Authenticity and credibility are the most important, because authenticity refers to originality and commitment, While credibility consists of main components as trustworthiness and expertise.Fantasy and audience participation which is very good, because,essentially, fantasy follows rules of its own making, allowing magic.Innovation is the development of new customer value through solutions that meet new needs, unarticulated needs, or old customer and market needs in new ways. Development refers to on-going progress that something is growing and getting better.Fantasy, authenticity and innovation are our values as well. We consider that these values lead to successful project.

Vision The Old Town is working on an international level and must be among the best open-air museums in the world and also to be one of Denmark's most visited museums.

The Old Town should be an inspiring study, research and work for young people, be they academics or craftsmen and to become the modern enterprise.

Mission The best way to give the audience a good experience is well-informed, collaborative and dedicated staff . We want to provide a forum for the local history research and interest in Denmark, also to reach out to as many people as possible - even for people who do not normally go to a museum.We would like to continue to strengthen the operation and development of own revenues, government grants and private donations.We consider to work with the past, but to do it in the present and with the future in mind, and at last, but not least, we want to improve the museum from the money it gets.

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Schein’s Model Schein’s Model can be easily applied to our project as it is very apparent in Den Gamle By’s policy. We will be reviewing Den Gamle By as a company starting with the Artifacts as we move through Espoused Values and finish with Underlying Assumptions.

Artifacts When we talk about artifacts we mean every single tangible object that has a somewhat strong impact on the customers of Den Gamle By. Starting off in the place itself. The Old town is literally littered with artifacts that define the mood and spirit. Starting from every old building which immensely adds up to the feeling of travelling in time going through the “dwellers” of the town who play their role to perfection and leave you with a little doubt as to who they are and why they are there. Another important artifact in the town are the specific building, like shops and craftsman workshops etc. On a side note, Den GamleBy’s site is basically a nice little collection of all the artifacts in the town.

Espoused Values Den Gamle By’s espoused values are made very clear on their website and enacted very well in the town. They claim that authenticity and credibility are amongst their core values and you can easily see their values in action in the town itself. Everything has a stamp on it that describes its origins to anyone who is interested, bringing a good degree of authenticity and credibility. Another pair of espoused values is fantasy and audience participation. Again this is very easily recognized when you enter the town as everyone there, the staff that is, is doing their best to make you think about what is going on around you and how it is different from our time, and as well take part of what is happening, make you believe you can actually very easily fit into that time if you put some effort into it.

Assumptions Den Gamle By is a place where the moment you enter in you are basically showered with underlying assumptions. As soon as you go through the gates of Den Gamle By you just know that you’ve entered a very different place, like an excerpt from a time gone by. When you walk through the streets an underlying assumption, that stands out isthat you are not really a part of the town you are more of a spectator, you’ve gone back in time. So a very important underlying assumption associated with the town is that everything there is very different from us and we need to spend time in order to get educated in the “old”ways.

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SWOT analysis of Den Gamle By: Strengths: Den Gamle By has been awarded with three Michelin Stars and it is part of the Hilman Wonders list of the world’s 1000 largest attractions. They offer an unique experience, with established traditions for their 103 years of existence, they have also been awarded with “Best museum in Denmark” in 2009. Their staff is truly professional and common people have a good opinion of the company.

Weaknesses: Den Gamle By has a lack of marketing – it has really poor advertising and is economically dependent – they depend on their sponsors and they lack a steady income.They are not really consistently active throughout the year, they have spikes of activity.

Opportunities: They can expand more territorially as well as have bigger unique events throughout the year.

They can also improve advertising, especially improve German advertising.

Threats: A major threat to Den Gamle By is Aarhus Museum because they offer a wider range of experience. Moesgård Museum also offers a much more participant-involving experience. Also Art specific Theatres and Galleries offer a much more specific range of exponents and plays.

After a thorough analysis of the SWOT profile we can draw a few conclusions. First of all it is obvious that Den Gamle By is quite the prominent institution and comprises a big part of cultural life in Aarhus. Moving on we can clearly feel the lack of good advertising hindering the potential of the company to expand and to reach new heights of its prominence. Finally, as more and more museums come into light and expand it is important for Den Game By to keep its high-profile and stand out fromcompetition.

In order to use this information to its fullest potential we decided to carry out a TOWS analysis as well.

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TOWS In our TOWS analysis we decided to focus extensively on Strength - Opportunities segment while also mentioning the other elements as well.

Strengths/Opportunities Strength - Popularity and prominence Opportunities - Explore new advertising methods Since Den Gamle By is quite popular amongst the population of Denmark (especially students all over the country), and since popularity is such a good trait in modern day market, we think there is a good opportunity to be explored. We strongly believe that through the medium of internet and outdoor advertisement which emphasizes Den Gamle By’s strong traits (tradition, authenticity, credibility, etc) and basically brings out everything that is exciting about the company, a great increase in revenue can be easily foreseen.

Weaknesses/Threats Weaknesses - Lack of big events.

Threats - Becoming tideous for the visitor after the first visit.

Den Gamle By faces big threats from the other museums in Aarhus due to the fact that they always come with new exhibitions, fact that gives visitors great reasons to visit these museums constantly.

Den Gamle By does not have new exhibitions at all so it is threatened to become tedious after the first visit.

Business Conclusion After completing the business analysis we now understand the company much better. We know what they stand for, their values and vision. We also figured out their strengths and weaknesses and opportunities as well and now that we have that information, we can proceed into analysing our product and shaping it so it fits well with the company’s needs.

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Communication Analysis In the communication part we will be trying to analyze how we should promote our product so that it is going to fulfill our purpose. We want to promote our event in a way that it sticks to Den Gamle By’s history and values and at the same time to teach people about history in an innovative way.

Summary of the product : Presentation of our product/service: Our product consists in a campaign site for “Den Gamble By’ which purpose is promotion of a new event that is going to take place inside the museum, with a special theme. The time that the event is going to take place will be one weekend near Halloween.

The event is about witch hunting, where people would hunt witches due to their usually-misusedpowers and burn them at the stake (of course this part is not going to take place, instead the event would end with a huge party around a bonfire).

Witch-hunt is a search for witches or evidence of witchcraft, often involving moral panic, mass hysteria and lynching, but in historical instances also legally sanctioned and involving official witchcraft trials. For three centuries of early modern European history, diverse societies were consumed by a panic over alleged witches in their midst. Witch-hunts, especially in Central Europe, resulted in the trial, torture, and execution of tens of thousands of victims, about three-quarters of whom were women. Arguably, neither before nor since have adult European women been selectively targeted for such large-scale cruelty.(source: http://www.gendercide.org/case_witchhunts.html) We believe that an event of this sort would be a great addition to the Den Gamle By’s repertoire, because it fits well with the spirit and tradition built over a century and at the same time can bring that adventure to its visitors.

This combination might be the only ingredient that the museum is lacking in order to become more lively.

CORE STRATEGY Our mission is to promote “Den Gamle By” (Old Town) by organizing an event in relation with their core values and mission. We want to attract as many people as we can and show them

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that they can have a lot of fun in the museum. We are going to achieve this mission by creating a unique event which corresponds to their traditional values.

Our event is about a historical practice of purging witches from local communities. It involves a variation of the popular hide-and-seek game, with some unique elements such as bonfire and specifically designed scenery. It fits well in the museum’s program because people that are attending it are learning about history in an innovative way by actually taking part in it.

Campaign plan Goals for the campaign : Firstly, we want to reach as much people as we can. Secondly, to accentuate the pros of our company. Finally, to do some research about our target group to understand who they are and determine what they read, watch and listen to. Then advertise in the appropriate media.

Strategy : Our target group consists of people from 16 to 40 years old. People have to come to our event because of its historical value. Visitors can take a part in Witch Hunting and they can decide what character they want to be.

Budget requirement : (Problem delimitation) Tactics : We will create Facebook group for this event with all information about Den Gamble By and our event. We will use Direct Marketing in purpose to reach our target group. We’ll put posters in most strategic parts of city. Poster will include the most important information and barcode . This will help us get to people, who actually do not have internet connection or do not have time to search information about this event.

The Target Group We have decided to have a large target group which is segmented into three parts. (Personas in the appendix).

First of all we are targeting Danish families, because we believe that Den Gamle By is quite popular amongst Danes and pupils in particular so we believe it is only natural for parents to want to educate their children in history and spend some quality family time together while doing so.

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Secondly we target international students who like to do unusual things like go adventuring, experience new things etc. We think that international students can gain a lot from an event like this.

They can not only have fun and do something that is uncommon amongst their peers but also educate themselves in Danish culture which is always helpful regardless of what walk of life they are in.

Finally we target middle-age German tourists. This group is amongst the most common visitors of Den Gamle By. This is precisely why we believe that this group can thoroughly enjoy the event. It will be perceived as something unusual and new while at the same time in harmony with what Den Gamle By stands for. We think that is just what any tourist is looking for - something worth remembering and with a lasting emotional impact.

Conclusion Our idea of promoting Den Gamle By basically incorporates the creation of a big event that is very well advertised. This is in contrast with their means of advertising so far but we believe this will increase their revenue immensely.That is why we think a big event that is very well promoted can have a really strong impact on the public image of Den Gamle By which in the end can be really advantageous for the company. We believe that we should implement different advertising methods such as posters and internet advertising. This way we hope that it would be way easier to reach a wider audience (the one we are aiming at).

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Appendix

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Design Analysis

Introduction After deep analyze of brand, which Den Gamle By is we decided create a marvelous and legendary event - witch hunting. To achieve this we need to promote our event in various ways. Our main way to promote it is new subpage, where potential customers can find information about everything that they need to know.

We also decided to design a poster. Posters task is to drag attention of people, who don’t have enough time for searching of social events. Thanks to QR code they can easily get to Den Gamle By page. On the poster you can find our own logo. It will help event to be more recognized in the future.

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Webpage After business analyses we come up with our idea about new subpage. We considered all the values and history of company and decided to keep the page in the same style since company is very conservative and care about their values. We made our subpage based on information which is relevant to our event. We used same background color, and text font and size for most of the content. We made text in left navigation bar different, so it pays attention and tells visitor that this is something big and important.

Wireframe

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Mock-up

Actual Webpage

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Layout and Composition We could not really work with composition, because as we said before in the introduction to webpage – we decided to stick to original Den Gamle By layout. It has a lot of white space which helps viewers to concentrate on important content just as blue color in headline. We couldn’t apply rule of thirds, because it would destroy order of this webpage. Only thing that we wanted to change is a font in navigation menu (see Topography below). Webpage is asymmetrical and thanks to that we avoided boredom.

Typography Typography is one of the most important part in our project because that is the creation of a complete text by reusing identical characters. We use this art and technique of arranging type in order to make language visible, readable, coherent, and visually satisfying whole that works invisibly, without the awareness of the reader. Our web page font is “Harrington”. We have chosen this font because it looks different from the other fonts and it fits to our event. It represents Middle Ages and informs visitors that all information will be about those old times. Black color of our font makes it suitable for all kind of people because this color is usual used in mass media and black makes the text to look more serious. There are no big spaces between letters in order not to distract consumer. All the texts are on white background and it makes even bigger contrast and attracts the customer.

Top Image For our top image we chose specific fan art. We remade our top picture, so it can fit our theme. It was almost what we needed but main character in picture was pumpkin which of course was meant for Halloween, so we had to edit a picture, and remove pumpkin from this image. And for that we used healing brush tool. Then we rasterized and cropped our image, so it can perfectly fit to our webpage.

Source: Dark Forest [online] Available at: < http://wallpapers.in/walls/dark_forest-other.jpg> [Accessed 10 October 2012

Images Images are one of the most important part of visual design, because most of the people notice pictures before rest of the content. So the first step was to find pictures that can fit our theme and event, which was based on our marketing research. After we were done with first part we moved to next step – editing. For photo editing we used basic tools, like color correction, cropping, healing brush tool and others. We also resized pictures to optimize our web page.

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Localization We decided that our event is big enough to be on the main page. Here we want to show you mock-up of www.dengamleby.dk how it should look like after event starts.

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LOGO

Our logo illustrates a witch riding her broomstick at night on a full yellow moon.

The moon is one of the most important elements related to witches. The highest energy occurs when it is full, thus a full moon is the most powerful time for magical workings.

The witch is represented in a shadowy form because we wanted this logo to express her flying in the night from the point of view of a villager watching the sky, so when she passed the full yellow moon in the middle of the night she appears just like a shadow.

Along with this natural shadow, our witch contains red on her mantle, hat and also as an outline. The effect of red along with black is creating an evil and dark atmosphere, specific to witches.

The moon plays the role of the background in this logo, where its yellow color creates contrast with witchâ&#x20AC;&#x2122;s red and black.

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POSTER

After business and communication analyze we decided that the best way to get to older people are posters. For our poster we took an inspiration of old American posters, which were used to recruit soldiers for both World War I and World War II. Poster directly asks viewers to join our cause.

Source: Uncle Sam. [online] Available at: <http://en.wikipedia.org/wiki/Uncle_Sam> [Accessed 11 October 2012 ]

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Topography On this poster we chose font called “Trajan Pro” in very dark, reddish color. Our main idea was that it should match to the event, so it must be dark and frightening, also it has to drag attention and for that cause we decided to add blood effect to our main text and make it bigger than ordinary text. Font “Trajan Pro” from one of the sides looks very dramatic and from other it is majestic and it strictly holds to what our event is about.

Main Image As we said before in the Introduction – we took an inspiration from old American posters called ”Uncle Sam”. We redesigned and redrew it with a use of Photoshop CS6 and tools like: ”Brush Tool” and ”Mixed Brush Tool”. We wanted to make this image look darker and to give climate of our event. We also added a skull at his hat. We decided to put it in ellipse and usage of shape contrast.

Source: Skull and Crossbones. [online] Available at: <http://www.wpclipart.com/signs_symbol/skull/skull_and_crossbones_large.png.html> [Accessed 10 October 2012 ]

Background Image For a background image we chose picture of dark forest. It helps concentrate on our main image and it is in climate of whole poster.

Source: Dark Forest [online] Available at: <http http://images2.layoutsparks.com/1/241088/darkforest-nature-lovely.jpg> [Accessed 10 October 2012 ]

Footer Footer is localized on the black background – it makes text more visible. You also can find logo of our event and QR code at the bottom. We decided to put them symmetrically so it gives our footer ordered look. In text part we also used size contrast – we resized webpage address and other way to find us.

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Interaction Analysis For the given task of creating a prototype webpage with the aim of promoting a product using HTML and CSS we used Adobe Dreamweaver for the coding.

We decided to make a subpage similar to other subpages on www.dengamleby.com so we will not go into a lot of detail about the structure and will instead focus onto the different elements building up the whole page. Starting from top to bottom.

First off we decided to center the whole page using a <div> for the entire body which we <align>ed to the center and gave it a relative position so we can wrap the whole page in the middle of the screen regardless of the resolution you are using. Most of the elements used in the code are centered thanks to position:absolute and a few of them use position:relative, so I will not mention each and every element using this tag. For the header bar + menu we decided, since we are just creating a prototype, it would be best to use a screenshot of the original webpage and put it as an <img> in the code. Moving on to the left navigation menu we used an <nav> tag and an <ul> tag with as many <li> items as there were on one of the original subpages of the site, plus we added our own sub and sub-sub menu on the top. We tried our best to recreate the original with the “a:hover” element but we could not duplicate the effect that makes the link you have clicked on, as long as you are on the same page, to get a specific colour. With the minor exception of the sub and sub-sub menu and h1,h2,h3, we used the same font-family and font-size for the whole <body> as the one used on the original website. We used border-top: thin to recreate the structure of the <nav>menu to replicate the original as much as possible inserting <a> tags into the <li> tags to create hyperlinks that lead to other parts of the original website, effectively creating a real sub-navigation bar.

We decided it would be best if we used three pages, a home page, an about page and a page with some additional information. We linked together the three pages creating their own sub and sub-sub menu (as mentioned above). We used the same structure for each and every page. Putting a relevant image on the top of each one then aligning the text underneath it, again trying to be as close as possible to the original structure of any given subpage of www.dengamleby.com . For the text in the body content we used the following structure : <article><h1><p>, in order to give the text a clear presence on the page. We also inserted a few images with text underneath them on two of the pages. I realize that adding an image with <img> and then adding text with <p> tag, and aligning it using #id under the <img> is probably not the best way to do it but this is the only one we came up with.

A few more things that are worth mentioning. We felt we used too many #id’s but in some cases, due to our limited knowledge of HTML, we couldn’t even come up with anything that’s close to being so utile as an #id tag. I have put a few <div>’s here and there that we did not really use but they are there in case there is future work that needs to be done on the webpage. Finally, not really important, we added a few comments around the style sheet and the code page to make things easier to spot.