Digital Media

School Work Only: This is not a real execution!
Josh Helm
I assume others have come to you with the
idea that what you need to increase traffic on and
to your web page is better creative. I am here to let
you know that this is not the case. What you really
need is a digital marketing agency that specializes
in communicating with the consumer. You have
already invested in the Patchington website, you
already have a Facebook page a Twitter account
and a YouTube channel. Having them is not enough.
Patchington needs a digital media agency that will
Photograph By: Josh Helm
initiate the conversation. Without starting the conversation you are not guaranteed that anyone ever will. Most consumers who shop online are there for the product not the creative. If they are there for the creative than they are not
the ones you want to attract. Are you investing this money so that people will come to your page and say, “Wow that
looks nice” or “It sure is fancy” and then browse away without interacting or purchasing from Patchington? Of course
not. What you want to do is create an interactive shopping environment where customers return throughout the year
to comment on purchased products or buy more. Proper extension of this channel will keep the “Golden Birds” with
you year-round, because Patchington clothing is excellent attire for any exclusive situation.
Situation Analysis (recommendations included)
After spending some time on its website I see that Patchington has made an effort to develop interaction with
the customer through a blog that includes tips on accessorizing. There is an opportunity for participants to comment.
• I don’t see any owned product authoring.
• There is something wrong.
• There are 0 participants.
Using Google Analytics to see if customers are visiting the site and not participating or not visiting the site at all
is a good place to start. If customers are not visiting at all then the focus is to get them to want to go online. If they are
online it is to get them involved in Patchington sites.
The first step to solving Patchington’s lack of communication through digital media is to find out why custom-
ers are not participating. A research survey conducted with a 5 point Likert Scale is a favorable approach. In-store and
online promotion offering randomly selected survey participants $500 shopping sprees/cards is an excellent way to
encourage shoppers to engage in online activity.
Promoting the survey with its chance to win through banner, sky scraper, square and/or rectangular ads on
Patchington’s homepage, Facebook account, Twitter and Google will help to gather more input from the target audi-
ence. We will promote the survey toward the target audience but all participants over the age of 18 will be welcomed.
We have a way of sorting data that we will discuss shortly. The reason for choosing Google is that they have the
highest market share of the search engines at 67%.
We need to study where else these shoppers browse; therefore, implementing Google Analytics on each of
these websites will help decide the placement of Internet promotion for future months in this campaign. Google
Analytics is a free application provided by Google that allows developers to track traffic on the web.
Team F sees this campaign as more of an immediacy issue than winter sales promotion. We want to find out
why there are no participants as soon as possible so Patchington can develop the online relationship it seeks with
customers as soon as possible. Doing this effectively will increase traffic before winter sales will be needed. The target
audience is “Golden Birds” or women who travel south for the winter and bring with them their large checkbooks and
desire to buy fashionable clothing from specialty boutiques.
Every month for three months Team F wants a full assessment of the situation including: number of partici-
pants on Facebook, Twitter, Patchington’s website, Patchington’s Blog and all other viable forms of Internet communication to be decided upon after the analysis of research survey data. The upcoming three months will be summer
months and our creative matches Patchington’s neutral backdrop theory. We want you to accessorize our creative with
your choice of PANTONE colors. PANTONE colors offer a wide selection of color and provide an easy form of consistency to help integrate IMC throughout all media by staying color coordinated.
Using our state-of-art statistical analysis research method we can predict from a sample of consumers (those
who choose to participate) whether or not there is any specific area that will project on the entire population. (In this
case the target audience of females 36-45 who live up north but spend the winter in Florida might be a profitable way
to begin expanding the Patchington clientele.) What we will do is ask for demographics including age, gender, annual
income, geographic region during summer, geographic region during winter and some opinions on the store. From this
data we will select those who are in our age demographic and analyze the results.
• To analyze the results we will select a research hypothesis to test.
• We will calculate central tendency and variance.
Using a T-test with two samples we will calculate the t-crit value using a two tailed test to detect any extreme
scores that occur frequently enough to indicate an extreme like or dislike.
This means we can measure when enough consumers who meet the demographics answer the same question
with close enough to the same score to indicate there is less than 5% of a chance of this being a coincidence and in all
likelihood if Patchington pay’s attention to that key detail its focus will improve customer relations on the Internet. The
evaluated question will be a proven factor in the lack of current participation. This way you will not be investing in the
wrong areas and by investing in the proven correct areas you will maximize your return on investment.
Some examples of questions to ask.
On a scale of 1 to 5, 1 being strongly disagree and 5 being strongly agree how do you feel about the following:
I would like to build my own Patchington page on Facebook.................................. 1
I would like to write about Patchington on the Patchington Facebook page.......... 1
I would like to have a Patchington RSS feed on my Facebook page......................... 1
I would like to join the Patchington Facebook page as a friend.................................. 1
I would like to visit Patchington on Facebook............................................................. 1
I have visited Patchington on Facebook........................................................................ 1
I don’t browse the Internet.............................................................................................. 1
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USPs (Women’s Clothing and Accessories)
• Seasonal wear: Fall, Winter, Spring and Summer.
• Beachwear
• Designer
• Fashionable
• Worthy of a 5 star restaurant, comfortable enough to wear to the beach.
Current Market
• Females 45+
• Average HH income greater than $65,000
• Accustomed to northern clothing.
• Shopping for winter beach wear.
• Desire brand names.
• Desire quality.
• Finicky shoppers.
• “Golden Birds”
New Market to include 36-45 demographic. Expanding a demographic too far too quickly is risky, so no 20’s.
Look and Feel
Seasonal design (To keep them shopping throughout the year), comfort, designer style that rivals the greatest brands.
Cascading Style Sheet to maintain the seasonal mood. (Discussed in a moment).
Mood Board
Fall
Winter
Spring
Summer
Look and Feel
How the copy (writing) will reflect the mood (Color Selection).
Tone Guide
Fall
Winter
Spring
Summer
The sweet smell of orange
The holidays are here but
Flowers are in the air as
It is hot and those darker
blossoms freshen the
so is the cold. The winter
the laughter of children
shades from the winter
cool breeze. The pumpkin
line up is at Patchington to
running across the bright
months just aren’t comfort-
patches rippen awaiting
keep you warm through
green fields awakening
able anymore. Everyone
the holidays. Patchington
those cold frosty nights.
from winter bring the
is wearing light colors
energy of life under the sun
and whites. The rhythm
stocks the fall lineup with
your favorite wardrobe
For those warmer days of
with yellows, pinks, reds,
of waves fill Patchington
accessorizing the colors of
Florida winter Patchington
blues, violet and many
with blues, yellows and
the season like an uplift-
provides winter beach wear more envigorating hues to
ing breath of cool fall air
fitting so lightly and soft to
coordinate into your spring
umbrella in the sand at the
through the subtle golden
the touch your hands glide
wardrobe.
beach with waves crashing
reds and yellows of leaves
gently up your arms
rustling lightly in the breeze
embracing the comfort.
above.
whites. Much like a yellow
in front of it.
Promotion
Banner (Top of Websites)
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Rectangular
Color Coordination
I am going to briefly run you through the color selection process so that you know what you are receiving
when you hire Team F to develop digital media for Patchington.
By selecting PANTONE 2985 C Patchington can print the same color used in digital media or vice versa.
Color Coordination
Team F is capable of retrieving the RGB color code from Pantone 2985 C. The RGB color code will be used in
the development of a CSS to maintain color coordination throughout all digital media. The color coordination
promotes Integrated Marketing Communication by keeping the message mood consistent.
Color Coordination
By doing this you will be able to match the colors used in digital media with the same colors you use in your
print media.
Color Coordination
After choosing your PANTONE simply click the text color selector on the toolbar located above the viewing
window in Photoshop to retrieve the RGB color code fff200. The color codes range from 0(black) to ff(white) 10-15 are
replaced with A B C D E F although they are not case sensitive, design proper today is lowercase.
Website
For the majority the website is fine there is no reason to change it much; although, adding photos to the
“boutique-locations” page would help as a frame of reference for drivers who visited the website to find the location.
Seasonal CSS could also be implemented, but we will get to that in a minute.
Blog
Creative wise the blog is excellent. Patchington could improve its blog by initiating the conversation. Post the
first comment yourself to get the customers to respond. I see that you tried to start a conversation, posting a comment will move it right along.
Facebook
Using Facebook as a page with tabs instead of personal profile will help to drive traffic to your site.
http://www.facebook.com/pages/IdeaPatch/210892058939426#!/pages/IdeaPatch/210892058939426?sk=app_1068
78476015645
CSS
A Casscading Style Sheet is used as a single reference to multiple pages so that the designer may change one
code such as ffffff for white to 000000 for black this has been recently updated with HTML5 to only require fff or 000.
CSS
Myspace
Facebook Tab
Website
Homepage
By doing this one can change the font, color, background image displayed and much more by only changing
the code on the stylesheet rather than wasting time (“time is money”) traveling to every individual page to change the
same code. Unfortunately Facebook and Twitter block this, but Facebook Tabs on Facebook pages don’t.
Facebook
The tab will lead customers directly to any URL you choose. In this case I used my own for demonstration
purposes. For Patchington I would reccomend sending the browser to any part of their website they desire to increase
traffic to it, specifically the homepage or blog.
Email Opt-in
One of the primary reasons for creating a research survey offering the reward of the $500 shopping spree each
month is to start building a list.
Included in the survey is a textbox and either radio button or check box providing the option for participants to
sign-up with the Patchington Newsletter. Those who sign up will be automatically entered into the the monthly
drawing for the $500 shopping spree.
Do you wish to recieve the Patchington newsletter and be automatically entered into the monthly $500
shopping spree giveaway?
• Enter your email address
By including the opt-in on the research survey the consumer will feel like they chose to receive the newsletter.
When they feel in control they will be more than happy to receive email from Patchington.
Twitter
There is nothing really exceptional to do with Twitter other than provide a link to an external host to reference
a background such as this one shown. This will keep the Mood consistent with the rest of the digital media to maintain
IMC and the message.
YouTube
Patchington is already making videos describing its brand personality. What they could do to improve is place a
rectangular ad as their profile photo to promote the survey and $500 shopping spree. This will utilize another channel
in digital media driving more traffic to the Patchington site.
Youtube Video Idea
Youtube: An average example of a current Patchington shopper (female 45-50 lives up north winters in Florida) is
hanging out with her mid 30’s Florida friend who lives here year round. The 37-ish year old has a kid. While the two
adults are conversing one is sitting on the couch at the 37 year old’s house. The 37 year old is in the kitchen and can
be heard in the background. The kid runs in the room hyper and carrying a cup of red Koolaid. The Koolaid goes flying
cameras are slowed then back to actual speed. Woman, 45, creates a commotion. In response the 37 year old runs in
the room and exclaims: Oh No! The 45 year-old responds with, “Let’s go to Patchington’s.”The 37 year-old drives her
slightly older friend to Patchington. They walk in the store. The 37 year-old is very pleased and even excited when she
sees the quality and design of Patchington clothing and decides to buy a dress she liked.
Evaluation of Solution
Through the use of mood and tone to create a functional IMC and following it throughout all possible digital
media Patchington will achieve:
• Concise message clarity.
• It will promote it’s brand year round with the seasonal approach.
• Golden Birds will make purchases quarterly not annually.
• Patchington will see an increase to its website due to the coordinated message spread across all digital media
directing consumers to the Patchington site to fill out a survey for a chance to win a $500 shopping spree every
month.
• Team F will gather results of the survey that will indicate whether Patchington shoppers are creators, critics,
• collectors, joiners, spectators or inactives. By collecting this data we will be able to re-evaluate monthly to better
target the available audience and fit their Internet needs.
• Using PANTONE colors and the equivalent RGB all digital promotion will carry the same look and feel. This will help
to develop a “gut feeling” about Patchington. The further implication of the four seasons will stretch the feeling of
Patchington is what I buy when I come to Florida in the winter to Patchington is what I buy online year-round.
Cost
Team F will run your digital media for you at a cost of $1,000 a month.
If Patchington is agreeable there will be a monthly $500 shopping spree to encourage customers to get on the Internet
to visit Patchington.
The total cost is $1,500 per month, which is right at budget to my understanding.
With this plan Patchington can sit back and watch the comments come in while Team F handles the digital media.
Works Cited
Source of photograph of fall leaves.
http://www.worldhum.com/travel-blog/item/photo-we-love-fall-leaves-in-minnesota-20090915/
Source of photograph of fall leaves.
http://3.bp.blogspot.com/_IHMITE5S2BM/TT2tVWJGeXI/AAAAAAAAAsU/hU9O3Qbud9k/s1600/orange+blossom.jpg
Source of the photograph of pumpkin.
http://www.realpeopleeatlocal.com/photogallery.html
Source of winter beach pier photograph.
http://images.businessweek.com/ss/06/12/1220_winterasia/source/1.htm
Source of witer trees photo.
http://www.3jokes.com/gallery/v/Wallpapers/Winter_Wallpapers/3Jokes_Winter_65.jpg.html
Source of winter in boca photo.
http://www.tripadvisor.com/ReviewPhotos-g34094-r53550405-Boynton_Beach_Florida.html#23361545
Source of sping flower photo one.
http://skinandhairjunkie.wordpress.com/2009/03/
Source of second spring flower photo.
http://blogs.westword.com/backbeat/2011/04/were_effin_tired_of_politics_b.php
Source of Clearwater marina image.
Works Cited
http://www.hdrspotting.com/LatestHDRPhotos/6762
Source of Florida beach footprints photo.
http://www.unitedpassports.com/florida.php
Source of Pool at night photo.
http://www.tripadvisor.com/ReviewPhotos-g147312-d1881415-r96327177-The_Jewel_Dunn_s_River_Beach_Resort_
Spa-Ocho_Rios_Jamaica.html#29658855
Source of 5-star resturaunt photo.
http://www.livemint.com/2010/07/22195755/Bangalore8217s-most-underra.html
Patchington.
http://www.Patchington.com
http://www.Patchington.com/blog
http://www.facebook.com/Patchington
http://www.twitter.com/ShopPatchington
http://www.Youtube.com/PatchingtonFashion
Groundswell.
By: Charlene Li and Josh Bernoff. Harvard Business Press. Boston, MA