designing a consumer Experience to Get More People On Bikes.
Dispatch has implemented marketing and communication programs to engage with consumers for our cycling clients for well over a decade. During this time we have gained insight into almost every type of person who would throw their leg over a top tube. We now take this historical knowledge about individuals who ride bikes and combine it with big data solutions to stay on top of trends, influencers and behaviors so that we can tailor an omnichannel marketing plan that delivers the bottom line results our clients are seeking.
Today's marketing environment is highly fragmented. There are dozens of places people can interact which is why Dispatch has formed an extensive partner network that allows us to assemble the right team to compliment our experience.
To deliver, design and code, a world class digital product Dispatch is partnering with Zemoga, a digital experience development company with over 10 years experience providing digital products for some of the world's leading brands.
At the end of this first phase of work the 20 Collective and it's partners will have a business plan that will outline the target consumer profiles, experience roadmap, high-level experience design, a marketing plan to drive participation and the resource requirements needed to bring a product to market.
To learn more about the details within each phase of work continue reading below.
To develop an informed strategy we need to know what is preventing people from riding their bikes often and for those who do ride what motivates them to do get out. To develop profiles of these consumers, we will need to aggregate existing data, synthesize the research and pull key insights out. As part of this process we may determine that the existing research does not provide us with all the answers, we need to make informed decisions, we as a collective group will need to determine the whether we commission a quick study to find these answers or base our strategy on what research exists.
Competitive Audit: We will evaluate up to 5 competitors and evaluate brand clarity, consumer experience, content, digital platforms used, and overall customer engagement. The insights which will be shared as a stand-alone artifact will be used to inform our product design, messaging and content strategy.
Consumer Landscape: This step in the process is where we gather, analyze and form key insights from the all publicly available data to help us gain a better understanding of what motivates people to get out and ride and what prevents people from getting out. We realize there is a high probability that gaps in current research will exist. We will work in close cooperation with the People For Bikes research team to address how we want to move forward with incremental research. The consumer landscape will be a stand alone artifact organized by the key insights find.
Consumer Profiles: Using the existing research we will develop up to three customer profiles. These profiles will create a picture of the target customer, their broader attitudes/opinions/behaviors, affinities, online consumption patterns along with their engagement levels on bicycles. Experiences, content, and messaging will are aligned to the unique characteristics of these profiles.
Bespoke Consumer Research: At this stage of the project we are not able to propose what additional research needs to be conducted for us to have a complete view of the consumer.
Once we have a clear set of consumer insights and have completed our working session with the 20 Collective leadership team, we will develop a strategic roadmap for the brand & product. Since the 20 Collective has already done most of the work around why you exist and what you believe, our work in this phase will be focusedon the vision of the new digital product, clear objectives and how we bring a product to market that is different and better from anyone else.
Vision & Conceptual Platform: We will develop a single vision for the new product which clearly articulates the how/ what and why. Using the vision statement, we will develop up to 3 concepts. These concepts will express how we can bring this product to life in a way that will deliver on the goal of getting more people on bikes, more often. These concepts will be presented as a series of sketches where we as a joint team agree on which platform we like the best. This critical milestone will establish the direction for the rest of the project.
Business/User/technical requirements: For us to deliver on the conceptual platform we have all agreed upon we will need to establish some guard rails. These guard rails will be the what are the requirements for business e.g.,:(staff, resources, business measurements), the requirements that must be delivered to satisfy the users goals and finally what are the technical requirements to support the new platforms. The result of this phase of work is a list of prioritized requirements.
Experience Roadmap: The culmination of this phase of work will be a 12-18 month roadmap to show how this product will evolve over time. The road map will outline at a high level the features, channels, people and content and budget ranges needed to support each phase.
As part of the first phase, we believe it’s essential to express a conceptual direction of the new product and how consumers will interact with it across time, place and device. To help the team at the 20 Collective imagine how this will come to life, we will first start by developing a rich set of experience scenarios. These are short narratives of how the different profiles will interact with the product; these written stories are brought to life with sketches of the interactions and design mockups of key screens.
Customer Journey Maps: Based on the Phase 1 requirements outlined in the experience roadmap we will create up to 5experience scenarios to describe the various ways a person can use the new product to accomplish a set of goals. These scenarios will also illustrate any work that will need to be done by the client and or agency support team behind the scenes. These scenarios are short linear written stories which are aligned to the profiles established in the earlier phase of work.
Design sketches & comps: To help visualize how a person will interact with the new product across different channels, devices and events we will design sketches to simulate the environment where someone will engage and develop directional design comps to imagine how the product screens might come to life. The result of this phase of work will be a set of sketches aligned to customer journeys and high-level screen designs of the product experience.
Step 4: Storytelling - Engaging consumers with rich storytelling
To help people overcome the barriers that exist between them and getting their bike, we will need to compliment utility features like finding a place to ride with stories to inspire, engage and courage them to change their mindset. We will use the insights from the consumer research combined with trends and real-time data to develop an overarching narrative for the brand and a set of supporting themes and messages. This storytelling framework will allow us to design an editorial structure that will allow your teams to operate as a publisher.
Brand Narrative: This is the foundation by which the brand creates and tells its stories. Every day, in big and small ways, we define who we are. How we frame each interaction tells a story. In this phase of work, we will establish the overarching narrative that all communications online and offline will ladder up to.
Product and Marketing Messaging Architecture: We envision two different but not mutually exclusive messaging work streams. The first is the outbound messaging, how will we compel people first to stop their scroll, read what we have to say and then click to explore more. Once we get them into our brand experience what the next set of messages we will use to convert to give us a try and finally how to, we keep them hooked. This work stream will define the key themes and subsequent messages that need to be communicated to drive participation.
Style and Tone: Since we are creating a new brand it’s essential to determine the style and tone in which we want to communicate. This phase of work will outline how we talk to people and more importantly how we do not along with the attributes that should be used to shape all interactions with people.
Building awareness of the new resource that is being built is as important if not more important that the product itself. Once we have a clear sense of what the roadmap is, the consumer experience and a clear articulation of why people will use we must begin aggressive marketing and PR campaign to drive awareness.
Content Marketing Strategy: In today’s fragmented world, stories are consumed as bite-sized pieces of digital content a brand must shape its perception over time by the stories they tell AND the stories other people tell them. Our combined team uses a narrative-centric model with the rigor of editorial newsroom to guide what stories are told, to whom we are telling them, and where they are placed. Below are the components we will address to develop a comprehensive content marketing strategy.
Editorial Design: Designing right-sized editorial team models that meet the needs of today and that grow with you. Tailoring a nimble storytelling organization requires not only the right roles to conceive, create and share stories but also the workflows and data inputs necessary to ensure a brand can quickly repeat success.
Content Lifecycle: Efficient publishing hinges on having the ability to move quickly from idea to concept to creation and publishing in a predictable way. The best way to do this is by having a system in place where everyone knows their role, the inputs and outputs that happen each step of the way, and the tools in place to facilitate collaboration. We will design publishing workflows that allow you to work across regions, partners and channels.
Content Technology: There is no shortage of technologies to help marketers manage their content marketing capability. We have deep experiences in a variety of technologies ranging from deep enterprise systems to SaaS-based solutions. Based on our requirements and investment levels we will work with you to develop a technology plan that is aligned to the experience roadmap.
Story Development: Deploying a small team to mine continuously for stories inside and outside of the organization. In addition to uncovering stories from within we will employ a data journalist to dig into internal data sources to find new story angles and proof points. A series of story ideas to fill in the first quarter editorial calendar will be the outcome.
Channel Plan: Today’s digital consumer experience is an omnichannel one, and as such we will need to determine which channels we will be present in and what role it will play in supporting out goals. We will develop a channel plan aligned to support the selected conceptual platform.
Protocols and Compliance: We understand part of a successful workflow is ensuring there are policies and procedures in place to allow for efficient approvals, legal and compliance reviews, and crisis management. Working with existing procedures in place for communications across all channels, we will help develop new processes where needed and new standards for how the publishing model will support organizational communications requirements.
Measurement Model: With an average customer experience spanning across at least seven touch points it is important to know which channel is delivering the most value for the investment. We will design a measurement model to help you know what tactics are working best and why.
Creators Network: Storytelling for multiple audiences and platforms can require several types of creative ranging from an automobile journalist to people who create short form content for social. We will develop an extended network to curate the right types of on-demand talent to fulfill different kinds of story development and integrate these people into a logical workflow model.
Launch Campaign: With this phase of work effectively being the coming out part for the new product we propose developing a launch campaign to reach national audiences. In this phase of work, we will design an omnichannel consumer, media, and retailer campaign aimed at building awareness and driving participation in the new platform. Our campaign ideas will include but not be limited to social media, experiential, grassroots, mobile, paid media, and PR.
Paid media: To reach people where they are spending their time we propose developing an aggressive, yet right sized media plan to build awareness, drive participation and build a loyal community.
PR: We need to aggressively tell our story to media outlets where the people we are trying to influence spend their time. We will develop a targeted media list and a set calendar of PR activities to drive earned coverage of the mission of the organization and the things being done to deliver on this mission.
We are a highly collaborative team who appreciates feedback early and often. If you have questions or comments about our approach send them over.