Plan of action. Case: MasterPeace India/Pakistan.

Plan of action Case: Masterpeace India/Pakistan

Table of content

Introduction & project background

1

Research request

2

Research methods

3

Design methods

4

professional products

5

personal learning objectives

6

planning

12

sources

13

Introduction & Project Background

Introduction This plan of action will give insight to how we will approach this project for MasterPeace. We will discuss how we are going to solve the communication problem, which methods are suitable for that and what kind of professional product this results into. At last we added a planning of the up­coming week which consists all the important deadlines.

Background The main problem is that masterpeace want people to know that they have local initiatives who organize ­activities who connect and work together to fuel peace-­ building and i­ntercultural understanding. By creating a new ­communication campaign they want to create awareness and trigger involvement in India and Pakistan. (MasterPeace, 2015) For the new campaign it is important to focus on the target group and be less vague than the previous concept.

They want to use soft power to create a new movement and want to include everyone by using their skills (writing, design, program etc.).

1

Research request

What are the essential facts we need to gather to create ourselves a good basis for the project? To answer this, four major aspects need to be covered: • What are the underlying issues that have c­reated the need for MasterPeacers in the region?

• Who are the people currently engaged in social activism in the ­ ­Pakistani and Indian areas?

• Who are the target groups in these areas and what can be known about them?

• What does the competition in the areas look like and how does the market it differ from our western view?

Background: What does the social- and political situation in Pakistan and India look like?

What conflicts are apparent?

How aware are the residents of the conflicts in respective countries?

What is their approach to it?

Organisation: Who are the people behind the MasterPeace clubs in Pakistan and India?

What actions are they taking?

How do the clubs operate?

What have they done so far?

What are their ambitions?

Target group : Who are the target groups of MasterPeace in India and Pakistan respectively?

What does the target group demographic look like?

What does their socio-economical situation look like?

What kind of lifestyle behaviours are evident in the target group?

What are the social- political- and cultural values of the target group?

Through which mediums is the target group reachable?

Competition Who are the most important competitors and what can gaps can we fill in our communication?

Who are indirect competitors and what are their USP’s?

Who are direct competitors and what are their USP’s?

How do they communicate and how effective is this?

What kind of advertisement campaigns are successful in India/Pakistan?

2

Research methods

To gain knowledge about the target group and the organisation we will use the following methods. We are limited by using the internet, so we will use this source as our main research method.

Research methods

• Desk research on the internet qualitative

Quantitative

Quantitative data and qualitative to answer the sub questions mentioned in ‘Research request’.

• Depth – interview

• desk • in-depth interview

• desk

Gaining qualitative information about the target audience. A resident of India and a resident in Pakistan. We also want to approach leaders from the club in Pakistan and India. This method is used to get to know the feelings and the attitude towards the campaign. (Exploarable, 2015)

3

Design methods Research

Concept

visualisation

Evaluation

Persona

mind map Affinity diagram Brainstorm moodboard sketching Storytelling

Customer journey map Low/high fidelity prototype

Design review

To solve our design problems we’re going to use d ­ esign methods. These design methods will help us in our process.

For the research phase we need an understanding of our target group, communication plan and strategy. Personas will help us to visualize our target group. Through the persona we will find more understanding of the target group and we can show how a typical person of our target group acts.

In our concept phase we need ways to come up with lots of different and diverse ideas. To do so we will make use of mind maps, brainstorm sessions and ­affinity diagrams. These tools will help us to look at our communication problem in different ways en hopefully come up with solutions that we wouldn’t think of right away, but really come from some­ where deep down inside. We will also make use of a mood

board, sketches and story telling to visualize our concept so it will be clearer for everyone. This is important because in that way others will also see its potential.

In the visualisation phase it’s important to show where we want to go with our end result. To do so we will make use of a customer journey map and high- and low fidelity prototypes. These design tools are great to show your vision of the finished product without having to create it in its final form.

To round everything up we need an evaluation phase. In this phase we’ll look at what went right and what went wrong.

The design tool perfectly fitted for that purpose is a design review. That’s why we’re going to use that tool for our evaluation phase. (Service Design Tools, 2009) 4

professional products Research

Concept

visualisation

Debriefing Persona Communication strategy Research report SWOT-analysis Confrontational matrix Trend analysis advice report blogposts

moodboard Rationale design document/styleguide concept visualisation report scenario business case

prototypes script poster mediaplanning

We use everything from the research products to be able to conceptualize and create a campaign for Master足Peace.

During the visualization of the project we will create a 足media 足planning that will suit the campaign.

5

Personal learning objectives VERA KUSUMAWIDJAJA

1.

My personal goals for this project 2.

What are you going to do in this project to demonstrate your competence.

RESEARCH & UNDERSTANDING 1. Within this project I will improve my research by using different methods than just deskresearch and encourage myself to meet the target group to fully understand the needs and specifications.

2. Based on the target group I will choose different methods that are less common than the ones I’ve used before in this study. I also want to challenge myself in making good plannings and manage the project.

CONCEPTUALIZING

VISUALIZING & PROTOTYPING

1. Besides visualizing this is the competence that interests me, because I want to challenge myself to think more out of the box. Therefore i’m going to challenge my creativity and my group to use different brainstorming tools other than mindmapping and the standard tools.

1. I want to improve my technical skills and be able to create something that is unique. Thereby I want to learn how to cope with failure and it’s something you will learn from. Also, I want to work with different prototypes tools.

2. I’m going to gain in depth and knowledge and hope to get inspiration from my groupmates as well.

2. Use different prototypes and try to work with them.

EVALUATE

1. I’m going to be more critical but based on arguments that can explain why the product does or doesn’t work. As said in ‘Research and understand’ I think the evaluation will improve if you visit the target group and meet them to test the product. It’s not just deskresearch.I’m going to do this by testing the concept through different media’s and people.

2. Connect with the target group and be critical.

3. Decisiveness I find it very difficult to chose between concept. Most of the time it feels like I have to shoot concepts that have potential and this is very difficult for me.

6

Personal learning objectives WILLEM VAN HELVOIRT

1.

My personal goals for this project 2.

What are you going to do in this project to demonstrate your competence.

RESEARCH & UNDERSTANDING 1. I want to learn how I can filter out unrelevant sources while doing research.

2. I want to learn how to segment my targetgroup in the best possible way.

1. I’ll show my competence by holding up a certain level of quality for all of my research.

CONCEPTUALIZING

VISUALIZING & PROTOTYPING

1. I want to learn how to look furtherthen the first or the second idea andreally make that extra step that every teacher is always talking about.

1. I want to learn how I can speeden up the process of visualizing and prototyping without losing quality.

2. I want to learn how I can use different research and design methods in mybenefit while concepting 1. I’ll show my competence by making the extra steps in my concepts, needed to make it special.

1. I’ll show my competence by holding up acertain level of quality in all my prototypes and visuals.

EVALUATE

1, I want to learn how i can give the best possible feedback to my teammates.

2. I want to learn how I can evaluate my work with a professional view.

1. I’ll show my competence of evaluating by giving good solutions and feedback while evaluating.

7

Personal learning objectives MELLE MEIJER

1.

My personal goals for this project 2.

What are you going to do in this project to demonstrate your competence.

RESEARCH & UNDERSTANDING To create good work where I have a lot of imput. Show initiative. Doing reseach that is usefull, write good conclusion.

Knowing what te research what about. Know what I did.

That I know what im doing and have an overvieuw.

CONCEPTUALIZING

VISUALIZING & PROTOTYPING

Come up with creative ideas that people can build on. Also the other way around.

Still have te overvieuw how everything has to looklike.

Make visuals by mysefl that looks good.

Go further on ideas from others.

EVALUATE

Knowing what can be better next time. Being happy with what I did during this project.

Do something with feedback from others.

When I feel I don’t I don’t like the way I working on the project, being able to make it better.

8

Personal learning objectives SANNE KAMLAG

1.

My personal goals for this project 2.

What are you going to do in this project to demonstrate your competence.

RESEARCH & UNDERSTANDING My personal goals is to understand APA completly. I find it difficult to apply it to the research. Also I want to use more facts or graphics from websites to make my point clear and learn how to make my research more based on clear facts.

CONCEPTUALIZING

VISUALIZING & PROTOTYPING

Create clear and usefull ideas instead of only being creative.

Make more concepts together and learn how to merge different ideas.

I am not that good in Visualizing. The thing I really want to learn is how to be afficient while working on a prototype or visual and make a thougth into a visual or prototype.

EVALUATE

Learn how to give critic about my own work and of others. Be able to see when something does not fit with the concept and know more about the prototyping so I can see when something is wrong.

9

Personal learning objectives OSCAR MANFRED

1.

My personal goals for this project 2.

What are you going to do in this project to demonstrate your competence.

RESEARCH & UNDERSTANDING 1. I want to be able to work with concepting and design with an intercultural perspective, and therefor I want to research and dig into foreign cultures in an attempt to really understand the target group.

2. I’m going to use well researched sources, make reasonable conclusions and provide a well written and understandable background for the case.

CONCEPTUALIZING

VISUALIZING & PROTOTYPING

1. I wish to be able to contribute by coming up with and developing strong, creative ideas and turning them into well working concepts.

1. I want to create visually appealing products, that are all feasible for the certain cultural context in India and Pakistan.

2. I’m going to be active and open-minded during brainstorming sessions, and approach every idea with a mindset that they are possiblities, not obstacles.

2. I’m going bring my own touch to the designing part of things, so that we together as a team can come up with the best final result.

EVALUATE

Evaluate: 1. I basically want to be able to pinpoint the stages of this project that didn’t go too well, and the stages that did go well.

In this way, I’ll be able to analyze whatever it was I did or didn’t do that made a specific outcome.

2. By being critical of my own performance, and trying to see past the fact that “it just didn’t go well”, and by putting my finding into text.

10

Personal learning objectives BO KYUNG KU

1.

My personal goals for this project 2.

What are you going to do in this project to demonstrate your competence.

RESEARCH & UNDERSTANDING Figuar out and understand what is the most important requirement on a briefing. It`s significant to understand what client wants,because it`s just nothing if there is perfect outcome but not correspond to what clientwanted.

I anticipate that I can d emonstrate how well I catched up on a debriefing.

CONCEPTUALIZING

VISUALIZING & PROTOTYPING

Get some ability during building a concept. Meditate what client wants and target group`s character, because I think that conceptualizing is the way to approach target group.

My aim is expressing well that other people understand well.

Not understanding for just me, for everyone.

It is going to present on a sketch and prototype field.

EVALUATE

I want to get some ability on a process,how to progress on doing project. There is rare chance to learn process in Korea, so it will be a great opportunity to me.I hope that I can show you during all project .

I think that I can show you on aconcepting area and how well the target group accept our team`s concept.

11

Planning

This is the drafted, current plan for the project. It 足contains all the deadlines, the overall work assignments for the 足entire team as well as individually delegated tasks.

For the full planning document: see attachment in blogpost.

12

Sources

Explorable. (2015). Different research methods. Retrieved on 21th 足October 2015, from: https://explorable.com/different-research-methods MasterPeace. (2015). About MasterPeace. Retrieved 21th October 2015, from: http://about.masterpeace.org/ Service Design Tools. (2009). Communication Methods Supporting Design Process. Retrieved on 21 October 2015, from: http://www.servicedesigntools.org/repository

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Melle Meijer - 1645212 Sanne Kamlag - 1638296 Vera Kusumawidjaja - 1616386 Willem van Helvoirt - 1643155 Oscar Manfred - 1685299 Bokyung Ku - 1684961