Strategic Design for Digital Marketing by Shreyanshi Mishra

Strategic Design for Digital Marketing For SAP Growth Matters Forum at FrogIdeas Digital Marketing Agency Graduation Project Report

Shreyanshi Mishra

Department of Fashion Communication (2017-21) National Institute of Fashion Technology, Patna

Strategic Design for Digital Marketing For SAP Growth Matters Forum at FrogIdeas Digital Marketing Agency

Submitted by Shreyanshi Mishra BD/17/1088 Fashion Communication Batch 2017-21

Report submitted to Department of Fashion Communication National Institute of Fashion Technology, Patna In Partial Fulfillment of the degree of Bachelor’s of Design in Fashion Communication Guided by Ms. Rashmi Thakur, Assistant Professor Department of Fashion Communication National Institute of Fashion Technology, Patna Ministry of Textiles, Government of India.

Published in the year 2021. National Institute of Fashion Technology (Ministry of Textiles, Government of India) Mithapur Farms, Patna, Bihar-800001 Tel: (0612) 2340032, 2366833/4 Fax: (0612) 2366835 Website: www.nift.ac.in/Patna Copyright © Shreyanshi Mishra | FrogIdeas Pvt. Ltd. |NIFT All rights reserved © This document is submitted to NIFT Patna as a part of Graduation Project Report carried out by the student under the guidance of industry and faculty mentor. All the materials and information in this document including all the contents, illustrations, images and graphics are protected and duley credited. Reproduction and distribution of this document in any form or any means, without permission of the Institute is strictly prohibited. Designed, Curated and Edited by: Shreyanshi Mishra Batch: 2017-2021 Email: shreyanshi.a.mishra@nift.ac.in

Stretegic Design for Digital Marketing For: SAP Growth Matters Forum Conducted at: FrogIdeas Digital Marketing Agency

Industry Internship Report Department of Fashion Communication NIFT Patna An industry experience of 5 months pursuing the degree of Bachelors of Design in Fashion Communication Intern as Communication Designer at FrogIdeas Pvt. Ltd. Academic Mentor: Ms. Rashimi Thakur Assistant Professor, FC NIFT email: rashmi.thakur1@nift.ac.in Industry Mentor: Ms. Nidhi Burman Senior Communication Design Strategist FrogIdeas Pvt. Ltd email: nidhiburman@frogideas.com Submitted by: Shreyanshi Mishra BD/17/1080, FC NIFT email: shreyanshi.a.mishra@nift.ac.in

Certificate This is to certify that this Industry Internship document is a record of the work done by the student Shreyanshi Mishra (BD/17/1088) as a student of Bachelor of Design, Fashion Communication during the period of 18 weeks from 11th January 2021 to 15th May 2021 at FrogIdeas Pvt Ltd. in the field of Communication Design, which represents as independent work and does not form the base of any previous work. Place: Patna Date: / / 2021

Under the Guidance of:

Faculty Mentor Ms. Rashmi Thakur Assistant Professor Fashion Communication National Institute of Fashion Technology, Patna (800001)

(External Jury Member) Signature

Internship Letter

3rd May, 2021

TO WHOMSOEVER IT MAY CONCERN This is to certify that Shreyanshi Mishra has successfully completed the project, with our organisation. Duration: 11th January, 2021 to 30th April 2021. Designation: Communication Design Intern Industry Mentor’s Name, Designation: Nidhi Burman, Senior Communication Designer Project Undertaken: Communication Design for SAP Growth Matters Forum During the project, we found her sincere, hardworking and inquisitive. We wish her all the best in her future endeavours. For FrogIdeas

Jatin Modi

Plot No 814, 3rd Floor, Udyog Vihar V, Gurgaon, Haryana 122016

“

The goal is not to be perfect by the end. The goal is to be better today. — Simon Sinek

Contents Preface Acknowledgement Introduction Stretegic Design for Digital Marketing About Agency Role of the Agency

9 13

Project Project Brief Approach

18 19 20

Research About Brand Understanding the Brand Core Competitor Analysis

21 22 23 24

Empathise Understanding the users User Persona Empathy Map Analyse SWOT Analysis Evaluation of Website

26 27 28 30

Define Problem Statements

38 39

Ideate Brainstorming Mind Mapping Brand Strategy Content Strategy

40 41 42 44 46

Apply 1: Design Language 2: Emailer Marketing 3: Microsite Contents 4: Member Acquisition

47 48 68 77 86

Evaluate Outcomes

92 93

Plan Ideas for Future

94 95

Learnings

101

Credits

103

14 15 16 17

32 33 34

Preface This document is a concise report of a 5-month Graduation Project, that underwent at FrogIdeas Digital Marketing Agency, as a communication design intern. This document illustrates the process of implementing strategic design in digital marketing. It talks about its importance and scope. The major project done with SAP Growth Matters Forum explains this as an example. This document is a consolidation of my many learnings and experiences. My core area of working was Strategic visual design for digital marketing which included understanding the brand needs, devising strategies and creating suitable design collaterals using them. This project has been a major stepping stone in my growth as it helped me apply my knowledge in practice through industry-based work. This book can be used as a reference case study by students willing to learn about strategic design.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Dedicated To Designers, Enterpreneurs and Design Enterpreneurs, Thanks for making this world an exciting place.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Acknowledgment Success might make us reach the skies, but its gratitude that keeps us grounded and makes us appreciate our blessings. This project has been one of the major successes of my tiny career, and I owe my gratitude to many wonderful minds. I would like to thank my faculty mentor Ms. Rashmi Thakur, for her support and expert guidance. Thank you for grooming me throughout my college years, not only for being a good designer but also as a confident individual. Also, I thank my teachers for imparting their knowledge, every bit of which made this project come to life. Special thanks to NIFT Patna for giving me this opportunity. I would especially thank my industry mentor Ms. Nidhi Burman and the very talented design team, who brought out the best of me even in the difficult setting of virtual working. I extend my thanks to the amazing management team at FrogIdeas who pushed my limits till I excel and at the same time made the work joyous and smooth. Lastly, thanks to my pillars of support, my family and friends. Thank you all for always being there. - Shreyanshi Mishra

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Introduction This chapter lays the premise for the project, covering the broader topics and their scope.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Strategic Design in Digital Marketing Strategic Design is a process that bridges disciplines and synchronizes between the goals of the business and the impact of the design. It helps to create inspirational products or services that answer user’s needs and desires, and are also viable for the growth of the organization. Digital marketing is the promotion of brands to connect with potential customers using the internet and other forms of digital communication. As the world moves online, the digital marketing industry is flourishing. But what these agencies lack is a deeper understanding of brands and the needs of their end-users. This often results in a waste of time and resources.

Strategic design is needed in the digital marketing world to bridge this gap, as it understands the sellers and buyers equally, by applying design processes. Why did I choose this project ? I have always been intrigued by the psycology used in advertising and marketing campaigns. My inclination towards marketing grew while interning for an agency last year. Being a designer, simplifying things is a natural knack. I experienced that marketing agencies have an unorganized and unemotional approach to work. This proved to be an opportunity for me to apply my design thinking knowledge in the field. I used my graduation project as a medium to explore a more effiecient process of approaching design in the digital marketing world.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

About Agency A B2B Digital Marketing Agency “ Our partners trust us to help them navigate the deep waters of the digital. We carve, create and communicate distinct digital footprints that directly impact business. “

FrogIdeas took the first leap in 2013 with a single vision in mind To define The Future of Marketing. Their mission is to help marketers market better, to explore the digital landscape for them and to optimise it to their advantage. Fortune 500 companies, leading brands across industries and locations have hired them for aforward-thinking creative strategy, digital marketing and analytics. With 8 years of experience, FrogIdeas is now the only B2B digital marketing agency in India. This niche helps it to stand out of the many agencies in India. The marketing approach of B2B clients is more tactical, startegical and business centric.

Sevices: • Market Lanuch • Listening & Analytics • Social Selling • Content Marketing • Brand & Customer Insight • Digital Identity Management

Some Clients:

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Role of the Agency For the smooth working of the brand, two agencies worked under the client reporting to the marketing manager. FrogIdeas was responsible for devising marketing strategies, curating content, designing collaterals and working towards accomplishing its goals. Muse communication looked after logistics and the execution of the strategies. They are responsible for the maintenance and technical support of the community.

Client Marketing Manager

FrogIdeas

Muse Communications

Associate Acc. Manager

Business Operations Manager

Executive Acc. Manager

Asst. Business Manager

Developer Designer

Sr. Copy Writer

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Project This chapter is an overview of the case study undertaken. It states the project brief , scope and approach.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Project Brief SAP Growth Matters Forum is an exclusive online community for Micro, Small and Medium Enterprise (MSME) business owners. The focus of this community is to empower Indian business owners, despite the pandemic. The client wanted a strategic marketing plan for their microsite as they intended to increase and sustain the number of members.

WHAT: A Strategic marketing plan for the online presence of the brand WHY: to increase and sustain the number of members of the community HOW: by strengthening brand awareness and customer value

Scope of the project

• To devise a design language based on the brand strategy • Increase the overall user experience of the microsite. • Translate the design language into collaterals like website interface, emailers, infographics, comics etc.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Approach 1. Research:

Thorough research of the brand was conducted to understand its core. It was followed by doing the market and competitor analysis.

2. EMPATHISE:

Extending the research to understand the user persona, empathise with them to understand their needs and challenges.

3. ANALYSE:

The existing system is analysed to find problems and the scope of improvements. Segregation and analysing the knowledge gained with the help of tools like SWOT, comparative charts and heuristic evaluation.

4. DEFINE:

Defining the root problem and its effects. The parameters of design are defined at this step.

5. IDEATE:

Ideating ways to solve each branch of the problem with tools like brainstorming. This is the step where the concept development occurs.

6. APPLY:

At this step, the concept is applied to create tangible deliverables.

7. EVALUATE:

The performance of the design is now evaluated with various parameters.

8. Plan:

Necessary improvements are made to increase the performance of future projects.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Research This chapter is about the thorough research of the brandconducted to understand its core. It was followed by doing the market and competitor analysis.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

About Brand

SAP Growth Matters Forum is an exclusive community for Micro, Small and Medium Enterprise (MSME) business owners. It provides the opportunity for its members to network with each other and shares best practices to build and sustain a future-ready business. In 3 words it is: Inspiring | Empowering | Supporting This platform was launched in June 2020 to empower SME owners by keeping them updated with the industry news and content. With the onset of the COVID-19 pandemic, the aim is to help MSMEs deal with the pandemic induced slow down and deal with the key challenges around lack of demand and labour. Its purpose resonates with the Prime Minister’s call for AtmaNirbhar Bharat and Vocal For Local. The community has 34932 members, as of now. Growth Matter Forum is sponsored by SAP (Systems Applications and Products) Growth Matter Forum also hosts the Global Bharat Movement and makes its benefits available to the members. About Global Bharat Movement Global Bharat Movement is a program designed to enable Indian MSMEs to become globally competitive by equipping them with digital technologies. In association with NASSCOM Foundation, United Nations Development Program (UNDP) and Pratham InfoTech Foundation, the program further compliments the Government of India’s vision to empower the MSME sector by providing them access to a global marketplace, digital skilling for the workforce and transforming business processes. Three Core Pillars of Global Bharat: Access to SAP Ariba Discovery, Global Marketplace Access courses from Code Unnati: the award-winning training app Access to world-class ERP- SAP Business One Starter pack Key Features of Growth Matters Forum: Community Connect with aspiring leaders from across the industries. Knowledge gain with courses, news, articles and other resources Engage with Polls and campaigns Enabling business growth by facilitating referrals, collaborations, projects and knowledge sharing. Creating awareness of promotional schemes and incentives of the Government and other agencies that are aimed at benefiting entrepreneurs.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Understanding the Brand Core The brand core is the foundation of any brand. It denotes what the brand stands for. According to Simon Sinek’s Golden Circle, the purpose drives the brand and it then moves outwards to mission and vision.

Purpose WHY does the brand exist? Mission: WHAT does the brand do? Vision: WHERE does the brand want to be in the future?

Values: HOW does the brand fulfil its purpose? • Members first: We strive to deliver a great customer experience. • Integrity: We believe in being honest, credible and trustworthy • Inclusion and Belonging: We support and build connections with every member. • Perseverance: We are always finding new ways to grow ourselves and each other.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Competitor Analysis Finding: GMF needs to have an Engaging and Interactive website with more content pegs to have a competitive edge.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Empathise Extending the research, in this chapter we understand the user persona, empathise with them to understand their needs and challenges.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Understanding the users With the help of Community polls conducted on the website, existing registration data and secondary research, we defined our user persona.

Meet Mr Vikas Singh

• He is the owner of Swasthco Snacks Pvt. Ltd, a company that deals with quality healthy snacks. • He started Swasthco in 2015 with an ambition to make young Indians eat consciously. • Today, Swasthco has a turnover of INR 50 Cr. with 120 employees. • In the initial years, the company had a steady upward graph. Mr Singh used the traditional methods to manage his logistics and production. • But in 2020, the COVID-19 nationwide lockdown posed a serious threat to the business. The growth has been stagnant and the work has been unorganized ever since.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

User Persona

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Empathy Map Empathy Map categories the interest of user, and tries to indentify their pains and gains.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Analyse The existing system is analysed to find problems and the scope of improvements.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

SWOT Analysis SWOT Analysis was done to take advantage of Strengths, Work on Weakness, Grab the Opportunities and Tackle the Threat.

WEAKNESS

Strenghts • SAP Quality tools like ERP system makes us a higher quality brand. • Sponsorship from SAP • Free membership makes it easy to acquire members

• Poor organization • Low maintenance of the website with lesser content and design refresh • Poor reach to the potential customers

Opportunities

THREATS

• Less competition. Number of competitor is less which gives the opportunity to expand.

• Competition organises more workshops, events, webinars.

• Increase brand awareness can help us acquire new members • Improve Design of the User Interface to improve user experience and member retention

• Has august members and better brand awareness, makes it tough to conqur the same market • Wider range of courses attracts MSMEs as they value knowledge

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Evaluation of the website A evaluation is a usability inspection method for User Interfaces (UI) that helps to identify usability problems in the user interface design. It specifically involves evaluators examining the interface and judging its compliance with recognized usability principles called the “heuristics”. The key pages of the website were evaluated. The features were segregated into the following:

• The design and content issues will be looked after. • The positive aspects will be kept.

KEY ISSUES TO BE TACKLED: Design: 1. Inconsistent use of colour 2. Alignmnet improper 3. Poor navigation 4. Dull and Monotonous interface 5. Non-interactive experinnce Content: 1. Unorganozed content 2. Repitive content reduces credibility 3. Outdated information

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Home Page:

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Feed Page:

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Community Connect:

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Define Defining the root problem and its effects. The parameters of design are defined at this step.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Root Problem Cause Statements Step Ladder

1: Inconsistent visual identity 2: Unable to recall existing members to the site 3: Unable to engage and retain existing members 4: Unable to acquire new members.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Ideate Ideating ways to solve each branch of the problem with tools like brainstorming. This is the step where the concept development occurs.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Brainstorming Brainstorming was done to generate ideas for various probles. The root problem was a the centre with 4 major effects as branches. Then each branch was ideadted separately until a feasible solution was found. Some solutions ideated in one branch were more appropriate in others. These were marked with dotted lines. Root Problem: Less Members and Traffic on website Branch 1: Brand Strategy Branch 2: Content Strategy Branch 3: Active Members engagement Branch 4: New Members Acqusition

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Mind Mapping The ideas gathered from the brainstormong were then sorted as a mind map, to have a better clarity about the approach of solutions.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Brand Strategy Brand Persona The 12 brand archetypes are derived from the work of psychoanalyst Carl Jung and his idea of human psychological archetypes. Brand archetypes based on these Jungian archetypes indicate the brands’ main motivation and driving force - as opposed to brand personality, which describes the brands with adjectives applicable to persons. Brand Archetypal Mix Of GMF

Core Archetype: 70% Hero

The Hero turns a brand into a story of triumph over adversity. It is a transformative device that helps people achieve their full potential. The Hero brand archetype is driven by Growth and Development The main aim of the brand is to empower businesses to be self-reliant and globally competitive. It encourages them to reach their full potential. So the core archetype of the brand is Hero.

Secondary Archetype: 30% Caregiver

The Caregiver believes in making people feel safe, fostering trust, and generating public support. Because they’re altruistically motivated, Caregivers are considered trustworthy. Caregiver brands are driven by Help, Service and Support. the brand is a platform where MSME businesses grow. It does this by providing updates, resources and courses. It supports them to be up-skilled and well equipped. So the secondary archetype of the brandis Caregiver.

https://www.ebaqdesign.com/blog/brand-archetypes-guide

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Brand Positioning From the competitor and SWOT analysis, a positioning strategy is devised. This is so that the brand can stand out of the competition and leverage its different offerings. Here the positioning is with respect to the website interface. This is gauged on two aspects: • Is the website Engaging or Dull? • Is it Easy to use or Confusing? Positioning Map

Competitive Advantages of Growth Matters Forum • SAP tools and services • Free courses from prestigious partners like Nasscom and UNDP • Features like Polls and comics make the website more interactive and engaging. Positioning Statement

We help MSME Owners who are busy and ambitious to achieve business goals and be a part of a growth-inducing community with the help of quality resources on an engaging website. Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Content Strategy A well defined content strategy is crucial as it helps the brand prepare and plan for reliable and cost-effective sources of website traffic and new leads.

Content Style As the users of Growth Matters Forum are Indian MSME owners from diverse industries, the content style should be easy to understand and written in a language that they understand. Vernacular content will be a differentiating point as most owners understand Hindi and Hinglish. Thus the content style will be :

• Simple & Easy to understand • Jargon Free • In English, Hindi and Hinglish

Content Mediums • News Updates • Infographic Articles • Blogs • Video Articles

Tone of Brand We are Inspiring but not Patronizing. We are Easy to Understand but not Boring.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Apply In this chapter, solutions to all the problems are discussed. At this step, the concept is applied to create tangible deliverables.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

#1 Design Language A design language is a communication tool that helps designers create visually harmonious and coherent designs and give their products a unique but consistent look and feel. It consists of elements of graphic design that are defined on the basis of their priority. The Design Language for all digital communication channels of Growth Matters Forum its values and vision. Each element, be it a colour or a shape has been well thought and designed to deliver the essence of Growth Matter Forum.

Colour Beyond our logo, colour is the most perceptible aspect of our brand According to the brand values and user persona, the colour scheme was decided. A Split Complementary colour scheme was chosen to have a balance of contrast and harmony.

Exploration:

Reasons for Rejecting: We did not go ahead with this colour scheme because it was dull. It did not emote the values of empowerment or community. The secondary colours did not have much contrast thus were not accessible.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Final Colour Scheme The final palette has brighter and livening colours, that emote the brand values. The tone of the brand is calm and knowledgeable which is reflected in the majority of the contents. The delivery of this content is motivating and empowering. Keeping these two points in mind, the primary colours dominate a cool tone with a warmtoned colour for highlights.

This colour scheme has a high contrast which makes it accessible to a larger number of users. Three primary colours along with two secondary colours were added to an accessibility tester, which shows how the colour will look to users with colour blindness.

https://color.adobe.com/create/color-wheel

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Primary Colours

Secondary Colours Neutrals

Brights

Darks

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Primary Colours

Tangerine #f19020 C|2 M|51 Y|100 K|0 R|241 G|144 B|32

Represents

Community and Network

70% Opacity

30% Opacity

70% Opacity

30% Opacity

70% Opacity

30% Opacity

Caribbean Green #0ab4a9 C|75 M|3 Y|41 K|0 R|10 G|180 B|169

Represents

Growth and Inspiration

Digital Blue #3f669e C|83 M|62 Y|13 K|1 R|63 G|102 B|158

Represents

Technology & Knowledge Sharing Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Secondary Colour:

Neutrals

Quill Grey #e0e0df C|11 M|8 Y|9 K|0 R|224 G|224 B|223

70% Opacity

30% Opacity

70% Opacity

30% Opacity

70% Opacity

30% Opacity

Rose Beige #fabd9d C|0 M|30 Y|36 K|0 R|250 G|189 B|157

Burnt Sienna #f2715f C|0 M|69 Y|61 K|0 R|242 G|113 B|95

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Secondary Colour:

Brights

Aqua Island #b4e1e5 C|28 M|0 Y|9 K|0 R|180 G|225 B|229

70% Opacity

30% Opacity

70% Opacity

30% Opacity

70% Opacity

30% Opacity

70% Opacity

30% Opacity

Polo Blue #7c9acf C|52 M|33 Y|0 K|0 R|124 G|154 B|207

Amber Yellow #ffd148 C|0 M|17 Y|82 K|0 R|255 G|209 B|72

Punch Red # dd4030 C|7 M|90 Y|91 K|1 R|221 G|69 B|48

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Secondary Colour:

Darks

Charcoal Grey #455a64 C|75 M|55 Y|47 K|24 R|69 G|90 B|100

70% Opacity

30% Opacity

70% Opacity

30% Opacity

70% Opacity

30% Opacity

Dawn Blue #284363 C|91 M|73 Y|38 K|25 R|40 G| 67 B|99

Onyx Black #263238 C|80 M|65 Y|58 K|56 R|38 G|50 B|56

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Typography Growth Matter Forum’s typography communicates clearly and cleanly, and consistent across all platforms. Open Sans is a sans serif typeface. It is selected because it has a neutral, yet warm and friendly appearance. It has excellent legibility characteristics in its letterforms.

Uppercase - 48 pt

ABCDEFGHIJKLMN OPQRSTUVWXYZ Lowercase - 48 pt

abcdefghijklmn opqrstuvwxyz Numerals. Punctuation & Glyphs - 48 pt

0123456789 .?,”;:!’+-=_ [{(`~@#$%^&*|>.<)}] Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Photography Photography is a key tool for delivering our message in a way words can’t. We select photographs that inspire, evoke a sense of belonging and are relevant to the context. People play a key role in delivering that. Finding the humanity in our stories helps us connect to our audience better and in a powerful way. Object shots or shots of projects and innovations can and should be used in a supporting role. We often merge graphic vectors with photographs to make the image more contextual. Photograph which have the dominance of primary brand colours are preferred.

Key Points for choosing Imagery: People • Indian representation should always be there. • People shown should be relevant to the Target audience i.e. Business people • Avoid using pictures with people of other drastically different nationality or race. • Elements of human connection like handshake or silouttes can be used with relevant context. • Graphic elements can be masked/ merged/ or overlayed over body parts. • Avoid graphic elements overlapping the face of the person or changing their feature or skin tone in any way. Objects • Abstract representation of business concepts should be avoided. • Cliche imagery used by the competition should be avoided. • Objects should match the brand colours and support the people in the context.

Incorrect Imagery

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Correct Imagery

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Illustrations Illustrations are used to add a dynamic and vibrant look. They add visual interest and enhance the storytelling. All the brand illustrations that have a simple form, medium detail with smooth edges. The illustrations are made in a way they can be replicated easily in lesser time.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

For Comics: The illustration style of the comics should complement the brand illustrations yet stand out with their identity. The main character is designed keeping in mind the user persona.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Graphic Elements & Layout The over all look and feel of the brand is minimal, knowlegable yet inspiring. Thus the layout of the creatives need to reflect that. The graphic elements that will be used to support the content are dynamic. Diagnol lines and shapes are arranged with enough white space.

Rounded Square Diamond

Square represents Balance and Stability

Rounded edges for community bond

Diamond for Dyanamic Agility

Application

Facebook Cover Image

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Application on Website UI After deciding the design language, it was then applied on the website homepage. First, a wireframe and hi-fidelity prototype were designed. Necessary content changes were also taken care. This made the homepage, the first impression of the community, more lively, user-friendly and brand oriented.

Wireframe

Hi- fidelity prototype

Early Iteration of Home page Banner

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Desktop

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

GIF Greeting in Hindi

Mobile Version

Member count

Articles and resources

Footer with necessary CTAs

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Final Outcome View the homepage live at www.growthmattersforum.com Desktop

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Mobile Version

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

#2 Direct Email Marketing The Direct Email Marketing serves as a specialised platter delivered directly to the members’ email address. It has links to the latest news, articles and other updates of the community. The CTA and links lead the member to the microsite, increasing the traffic. Audience: • The members are segmented into 2 groups based on their engagement with the Forum: Active and Inactive. The message on the mailers, from the subject line to CTA, were written accordingly. • The emails are collected during the member registration. The website also has a feature to join the mailing list. Messaging: • The messaging is short, organized and to the point. • The mailers have a personalized greeting.This makes it more welcoming and less commercial. • The subject lines are descriptive and straightforward. Frequency: • These are sent Weekly, mostly by Friday, covering the updates from the week. • Topical emailers are sent on special days. These are more illustrative and have a shorter message. The topical days are selected with the Target group in the mind. Process: • The copywriter identifies the content and curates the messaging. • The designer then studies the content and drafts a rough layout. • Based on the layout, elements are curated. These included illustrations, photographs and thumbnails. • The final design draft is made by arranging the elements and copy. • This is shared with the client for quality check. • After approval, the mailer is coded and scheduled via a mailing platform • The member receives the mailer and visits the website.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Topical Emailers:

Union Budget 2021 Announcement of Budget: Feb 01

Highlights of Budget: Feb 02

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Topical Emailers:

COVID-19 Second wave

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Topical Emailers:

Others New Year

Republic Day

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Topical Emailers:

Others Holi

Earth Day

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Regular Emailers:

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Newsletter Newsletters, just like weekly emailers, are a serial publication. The content volume and diversity is more as it encapsulates the all the monthly updates. Audience: • All the members on the mailing list, Active and Inactive, are sent the Newsletter as one of the offering of their membership. Frequency: Monthly Process: • The process is by and large same as the weekly emailers. • Newsletters have a fixed layout format, that repeats every month. This is to visually separate the Newsletter from the weekly mailers.

January

Top Banner Month / Year and Issue number

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Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

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Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

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Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

#3 Microsite Contents Comics Comics are a great way to portrait your brand message with a mix of visuals and storytelling. They are added to make the web content more appealingand engaging. The comics are shared on the feed of the microsite. It has options to like and share, to market the content outside the microsite. Messaging: The comics chiefly illustrate the daily lfe scenarios of business owners. The topics might range from Work Life balance to Business challenges and dilemmas. The script is light hearted, inclusive and relatable. Frequency: Monthly Process: • After reviewing the script, a panel by panel layout is made, with the all character postures. • Each panel is then sketched in detailed, keeping the surroundings in focus. • All the characters are then digitally created, followed by surrounding objects. • All of this is then arranged on the panel layout. • Dialouge bubbles are added next. • After client approval, the mobile version and sharing thumbnail are made • Lastly, the comic is uploaded on the website.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Comic 1: Expanding The fast-evolving world of technology is opening new pathways for MSME business-owners and entrepreneurs every second.

Website Version:

Mobile Version:

Thumbnail:

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Comic 2: Transformation Optimise your 24 hours for work and rest to the fullest to avoid the great WFH burn-out. Website Version:

Mobile Version:

Thumbnail:

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Comic 3: Dilemma There are no short-cuts to business growth, except making the journey of your customers better with each day. Website Version:

Mobile Version:

Thumbnail:

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Comic 4: Rise Up Rise up to document and develop your goals.

Website Version:

Mobile Version:

Thumbnail:

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Infographics Infographic articles are a powerful tool to delivee bite sized knowledge. Their eye-catching visuals make them interesting and easy to grasp. Messaging: The topics are usually ‘How to’ listicles that relvolve around key topics that will be useful for business owners. Frequency: Occansionaly Process: • The copywriter identifies the content and curates the messaging. • The designer then studies the content and drafts a rough layout. • Based on the layout, elements are curated. These included illustrations, photographs and thumbnails. • The final design draft is made by arranging the elements and copy. • This is shared with the client for quality check. • After approval, the article thumbnail is made and the article is uploaded.

Dummy infographic template made for contract renewal pitch

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Infographic 1:

How to take the Digital Plunge The economic and social crisis of the pandemic has turned this fact into common knowledge now, that there will be no non-digital business soon. Even traditionally offline businesses will be investing in digitization to future-proof themselves and stay ahead on the growth curve.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Infographic 2:

How Do Successful SME Owners Spend Their Time Starting your own business is a full-time job that requires complete focus and dedication to see success and results. Most MSME owners wear many hats in the early days of setting up, often taking charge of finance, marketing, sales and operations all at once - playing multiple roles at the same time.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Infographic 3:

How to market your business in a digital world The key aspect for any business in this techonologically advanced world is to market themselves in the right way. Here are 4 crucial ways you can sustain and rule the digital world and be on the top of your game.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

#4 Member Acquisition Referral Campaign • A referral campaign was run for 2 months to acquire more members. • WHAT: The Campaign had a simple structure: “The more people who join the community via your referral the more are your chance of winning.” •The award was to get a segment feature on TV9, where these entrepreneurs can represent their business on a national platform. • WHY: The award to be a national platform is beneficial and enticing to the target audience. By forming the chain of referral, will only increase the chances of new members joining. • WHERE: The deliverables would mostly be live on the various sections of the website, to catch as many eyes as we can. Also, well designs Emailers were sent to each existing member and referred member. • HOW: Various touchpoints were identified to market the referral campaign: 1. Pop up on the website 2. Emailer: For the referer and the referee 3. Article on the article section All of these will lead to a separate page on the website from where the member can send the referrals. 1. Pop up on the website

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

2. Emailers: For the Members

For the potential Members

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

3. Article on the article section

Article Thumbnail

Article Banner

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Banner as hosted on the dedicated page.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Social Media: Facebook • Facebook was chosen as the social media platform to market the brand, as according to the user research, Facebook was the most used app. • The posts were divided into 3 sections: 1. Regular Content 2. Infrographical Carousels 3. Topical Posts

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Regular Posts:

Carousels:

Topicals:

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Evaluate The performance of the design is now evaluated with various parameters.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Outcomes By applying the new Strategies, the microsite saw massive growth in the number of members, in 5 months from January to May. Thus proving the given solutions to be a success.

The strategy that provided to be the most successful was Direct Emailer Marketing. This helped to increase the traffic on the website.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Plan Necessary improvements are made to increase the performance of future projects..

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Ideas for the Future As the community grows, it’s important to grow our content quality, quantity and scale it well. After continuously studying the performance of the strategies, the planning for subsequent months was done. These are some ideas that were proposed to the client for the second half of the Financial year 2021. The campaigns are based on the SCALE (Share-Connect-Lead-Enable) Framework.

#DriversOfChange - Video Series

Connect

Safalta Ka Safar - A Growth Matters Forum Talk Show

Lead

Learnig Unplugged - A Growth Matters Forum Masterclass

Enable

Kamyaabi Ke Panne-Success handbook

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Campaign Idea 1 : Drivers of Change The campaign is about “Engagement Through Motivation” by Identifying and acknowledging the global leaders of tomorrow. Idea: To share motivational and inspiring stories of business journeys to incite the community’s will for success. Year-long umbrella campaign to identify the established business owners of our community and share their success stories. Purpose of the campaign: Inspire the community while imparting knowledge on how to move your business forward.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Campaign Idea 2 : Safalta Ka Safar The campaign is about “Engagement Through Recognition” by hosting an exclusive chat show. Idea: To acknowledge the business journey of MSME owners while giving them a platform to showcase their company. Purpose of the campaign: Enabling MSME business owners by giving them a national platform to glorify themselves.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Campaign Idea 3 : Kamyaabi Ke Panne The campaign is about “Engagement Through Learning” by craeing an enriching encounter with the global leaders in making. Idea: A bi-monthly newsletter to give updates on relevant news, inspirational stories and recognizing the entrepreneurs of the month! Purpose: To engage, motivate and connect the community on our platform.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Campaign Idea 4 : Masterclass The campaign is about “Engagement Through Learning” by craeing an enriching encounter with the global leaders in making. Idea: A weekly masterclass about important skills for the digital transformation of any MSME. Purpose: To engage, enable and empower the community on our platform.

Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Campaign Idea 5 : Dare to Dream The campaign is about “Engagement Through Recognition” by hosting an award show. Idea: An award shoe that recognitzes and fecilitates upcoming MSMEs. Purpose: Enabling MSME business owners by giving them a national platform to glorify themselves. .

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Strategic Design for Digital Marketing | Graduation Project Report 2021 | Shreyanshi Mishra

Learnings This chapter illustrates my learnings from the project in various roles I played.

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Learnings As a Designer, • My skills were tested and polished, now I am a more efficient designer. • To be versatile and make creatives for clients with poles apart persona. As a Marketing Enthusiast, • About B2B Digital Marketing industry, its working and its demands. • Basics of Marketing and campaign development As a professional, • To work with strict timelines, thinking fast and slow, • Client management and understanding their needs. • How to communicate and articulate with industry professionals. Overall, • The experience of working with FrogIdeas was no less than an adventure. • Coming out of the comfort zones, interacting with different individuals • Virtually can be challenging, which I could overcome, and was able to build relationships.

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Credits Here credits are given to the tools used, articles refered and websites from which assets are used.

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Tools • Adobe Illustrator • Adobe Photoshop • Adobe XD • Miro • Grammarly • Google Workspace

Asset References Colour Scheme: https://color.adobe.com/create/color-wheel Open Sans Font: https://fonts.google.com/specimen/Open+Sans Stock Graphics: https://www.freepik.com/ https://www.shutterstock.com/

Content References The Golden Circle model by Simon Sinek: https://www.youtube.com/watch?v=u4ZoJKF_VuA&t=3s Brand Values: https://www.sap.com/india/about/careers/who-we-are.html Brand Strategy: https://www.ebaqdesign.com/blog/brand-strategy#31 Brand Archetype: https://www.designrush.com/trends/brand-archetypes https://woven.agency/blog/12-brand-archetypes/

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Published in the year 2021. National Institute of Fashion Technology

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