MarkArt Team: Our first journey in the marketing field
MarkArt Team’s logo
Hello, dear readers and especially AD&PR LAB community! This is our first year at the AD&OR lab at Panteion University with ms
and
and we ought to say that until now has been beyond our expectations. We would like to take you with us through our journey, but first, let’s introduce ourselves!
We are a marketing team that was created within the academic laboratories of the Communication Media and Culture department at Panteio University. Our names: Katerina Salta (
), Evelina Kiprioti (
), Laoureta Tsotsi (
), Anni Ververaki (
) and Maria Kouloumpini. Together we created the MarkArt Team a marketing agency. Our agency’s name consists of two words: Marketing and Art.
“We believe that marketing is a form of art”
,the art of creating inspired ideas and with them to inspire others. Marketing is a form of art is our moto and explains our agency’s name.
Our Projects
During the AD & PR LAB workshops, it became clear from various experienced marketers and advertisers the initial and main stages, of how to familiarize themselves with the principles of marketing and become an experienced marketer. Every week we learned new things, directly from the experts since our guests came from the marketing and advertising field. They shared with us their own experiences in the field but also gave us helpful pieces of advice. This was done through presentations curated by them, visualizing their own successful projects and lectures. By extension, all the theories we received, we put into practice, for our own benefit, through various works and projects.
UX Review & Heuristic Evaluation /User Usability
We learned about UX research and design from experts, and we analyzed 10 heuristics for User Interface by Jacob Nielsen. In the context of the UX courses, we were assigned to work as UX heuristics reviewers and evaluate an application of our choice using Nielsen’s heuristics. We selected and evaluated Wolt, a delivery app. We executed three tasks that a possible user would normaly do, in order to check the usability. The first task was choosing the cuisine that the user would like to eat from, the second was placing the actual order and the third was asking for help, from Wolt’s hep center. We found Wolt’s application to be user friedly all the heuristics that we checked were followed.
Mobile quiz
When it comes to usability projects we also learned how to create a mobile application, using the proto.io app. Each team member were assinged to create indivisually a quiz. We had to choose a theme of our preference and make the game/quiz with at least three questions, and the answers. We had to desing the quiz from scratch, find the graphics, use sounds for the wrong or right answer, make sure that there wasn’t any errors on the quiz and that it was a user friendly app. We learned very important and useful new things that in the future could be of use to us for example in the creation of an application.
Costa Coffee
One of our biggest projects this semester was the Costa Coffee project. First, a representative from the Costa Coffee company came to the AD&PR LAB to talk to us about the brand’s vision. She gave us a brief and other useful statistics that helped us in the research we carried out later in the project. When it comes to this project we had to combine and use our marketing research knowledge and our creative side as advertisers. Our team acted as both marketers and advertisers. In the first part, the marketing one, we had to contact various researchers, about Costa Coffee’s competitors, main category trends, etc. Initially, we composed qualitative and quantitative research, where based on a questionnaire we created, we drew some conclusions based on the demographics and preferences of consumers regarding whether or not they consume coffee and which brands they consider. Subsequently, two main issues emerged from these investigations, which were: The low awareness and the low brand trial of the Costa Coffee Brand. Then we entered the process of analyzing the key brands and their communication strategy. Subsequently, we created a category mapping with the two main axes relating to the recognition of the brands and the variety of their coffees, finishing here the primary research. Then we continued with the secondary research which includes the PEST and SWOT analysis and our curated and suggested 4Ps, where different arguments were presented for each one of them particularly. This was the marketing and research part of our project which we liked very much because we got to see from a more practical, and not just theoretical, view what a marketer does.
Well…yes we liked the first part, but we won’t deny it… our favorite part of the project was the creative one because we were completely free to use our fantasy and bring our vision to life. But to get to the part of our big idea for Costa Coffee we had to go through some stages first like: proposing a communication strategy, defining our target group, and proceeding to the creative rationale to make our idea more understandable. So…we started with the communication strategy we created for Costa Coffee, where we presented and analyzed extensively our three specific goals, which consisted of raising awareness and consideration, making the upgraders notice us by speaking their language, and our digital marketing. Then we analyzed the target group, the age group that we target most their goals, visions, passions, etc. We also created a persona that represents the target group to make it more specific and to make our approach more realistic. We then moved on to the creative rationale which was like a “bridge” from the other parts to our big idea. We mentioned various things about the brand and our campaign in general, before moving on to the “big idea” aka the advertisement of our campaign for Costa Coffee. Finally, after the creative rationale, we came to the main part of the two-part piece, which is the presentation and analysis of the main idea of our advertising campaign. Our BIG idea was with three words WIN YOUR MORNING! (with Costa Coffee of course). The idea was to equate waking up in the morning with a video game in which the player/consumer wins when after some tasks that he has to complete makes and drinks his Costa Coffee. So, we created a game, consisting of five levels, where the final goal is Costa Coffee. The first level is to wake up, the second level to get out of bed, the third to wash up, the fourth to make the coffee, and the last to enjoy it. We also visualized our idea by making a map with the levels.
The goals of the campaign were to raise awareness and catch young people’s attention, and make coffee the ultimate goal of the morning in order to win your day. Plus, it encourages making coffee at home and increase the brand trial and make the brand profile more fun by separating it from other coffee brands that choose a more serious tone of voice. Of course we didn’t forget about social media promotion, the most important one if you want our opinion! We decided to use Instagram, Facebook, and Tik-Tok. On Instagram, we created a series in which a team member every day uploaded how she likes to spend her morning with Costa Coffee. With a book, with a healthy breakfast, with music, etc. We wanted our target group to relate to these small morning routines and chose Costa Coffee too. We created the hashtags #winyourmorning and #completeyourmorning and we encouraged them to upload photos of their morning with Costa Coffee and use our hashtags. Also, we uploaded the map of our video game. On Facebook we focused more on our descriptions, we made them big and detailed in order to inform the consumers properly about our campaign. Last but definitely not least was TikTok where we created relatable content with trending sounds and hashtags. We included some snapshots from our account page on Instagram and Facebook in our presentation. Finally, on our agency’s website, except for the idea for the Cost Coffee, we thought of creating a video game inspired by our advertisement that the visitors could play and interact with the brand.
Our cooperation
As for the part of our team, we believe that our good cooperation was the main key that helped us in all our work. Working as a team isn’t always easy but we made it work! The communication and agreement between the members of our team helped us to get the best result every time. There was a good program and everything happened on time. Each one proposed his own ideas and expressed his own opinions which we all listened to and discuss and in the end, we united everything together and we had a good result.
That was our journey from the first semester as AD&PR LABers! A journey we enjoyed very much and we hope you will enjoy reading about it as much as we did writing it. But that’s definitely not a goodbye because we just started! Until next time…stay tuned and creative and the best is yet to come!
Our social media links :
https://www.facebook.com/profile.php? id=100087596887079
tiktok.com/@markart__
