This was a live client project.
OccasionGenius is a technological start-up that allows users to plan events and browse for local leisure activities. The start-up is developing a mobile application. Due to a desire to get more traffic on its website, OccasionGenius is preparing to launch its platform on a browser nationally. The start-up came to me to create a comprehensive marketing plan to market its platform to Virginia Commonwealth University's student body.
To really understand VCU students, I immersed myself into the shoes of this audience. Two surveys and nineteen interviews were conducted.
I found out that VCU students are not receptive of traditional advertising. Richmond city is cluttered with activities and business that market their events. Since VCU's campus in the heart of the city, advertising OccasonGenius to these students will be difficult. In today's world where so many products, services and events are happening, a brand must explore beyond basic and traditional advertising tactics.
The Human Truths
89% of students are using their mobile devices over other devices such as their tablets and laptops when browsing for leisure activities. While talking to students, I found out that they gain information on things to do through their social circles on and offline.
With competitors such as Groupon, Yelp, and Eventbrite, OccasionGenius can leverage social interactions to differentiate itself from its competitors.
To capitalize on OccasionGenius's mobile application and leverage social connectivity.
OccasionGenius is the only place that enables people to connect through social experiences.
To make OccasionGenius convenient and contagious.
- Redesign Logo
- Mobile Application User Experience
- Brand Ambassadors.
Don Just: Brand Management Professor
Kelly O'Keefe: Brand Management Professor
Earl Cox: Capstone Project Professor
Robert Kelly: Project Adviser
Sarah Burley: Graphic Designer
Paige Rollins: Experience Designer
OccasionGenius Mobile App Experience
Brand Ambassador Uniforms & Promotional Items