Bisi Report

8/2/2019 Bisi Report

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Final Exam Project - MMD Odense - 4th Semester - Peter Enevoldsen student id: 126582

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Contents

Credits ....................................................................................................................................................... 3

Introduction ............................................................................................................................................... 5Problem definition ..................................................................................................................................... 5Report structure ......................................................................................................................................... 6Business: ................................................................................................................................................... 6

Internal analysis .................................................................................................................................... 7Stakeholders .......................................................................................................................................... 9Target group ........................................................................................................................................ 10PEST analysis ..................................................................................................................................... 12Marketing Mix .................................................................................................................................... 14SWOT ................................................................................................................................................. 16Sub conclusion .................................................................................................................................... 17

Communication: ...................................................................................................................................... 18CAB .................................................................................................................................................... 18Society logics ...................................................................................................................................... 19Six emotional markets ......................................................................................................................... 21Campaign strategy ............................................................................................................................... 22

Online .............................................................................................................................................. 22Video testimonial ............................................................................................................................ 23Offline ............................................................................................................................................. 23

Online/offline media flowchart ........................................................................................................... 25AIDA ................................................................................................................................................... 25Promotion mix ..................................................................................................................................... 26

Sub conclusion .................................................................................................................................... 27Design: .................................................................................................................................................... 28Logo visual identity ............................................................................................................................ 28Star analysis ........................................................................................................................................ 32Design principles for the website ........................................................................................................ 35Colors .................................................................................................................................................. 37Fonts .................................................................................................................................................... 37Goal Directed design ........................................................................................................................... 38Personas .............................................................................................................................................. 38Visitors roles/classes/tasks .................................................................................................................. 40PLUS Values website .......................................................................................................................... 41

Design conclusion ............................................................................................................................... 42Interaction: .............................................................................................................................................. 42Waterfall/prototyping .......................................................................................................................... 42Backend system: ................................................................................................................................. 43Flash .................................................................................................................................................... 44Code snip ............................................................................................................................................. 44E/R diagram ........................................................................................................................................ 45


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Use case scenario ................................................................................................................................ 46Overall conclusion .............................................................................................................................. 48

Project management: ............................................................................................................................... 49Gant chart ............................................................................................................................................ 49

Process evaluation ............................................................................................................................... 50


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Credits

College: SDE College and Lilleblt Academy of Professional Higher Education

Course: Multimedia Design Web ClassSemester: 4th

Semester International

Group members:Name: Peter EnevoldsenDate of Birth: 2106.03.1978

Signature:

Hand in date: 31.05.2010Exam Date: 18.06.2010 at 13:15

Examiner: Morten LassenCensor: Pia Rosenkvist Mller

Primary Counselor: Morten LassenSecondary Counselor: Thomas Jessen

Upload address: Frontend: www.bisi.sub.ots.dk

Backend: www.bisi.sub.ots.dk/php/login.phpLogin for backendUsername: bisi

Password: 1234


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Firm Contact:

Internship Company: Erhversakademiet Lilleblt

Contact: Munke Mose All 95000 Odense C

Phone: 7010 5800Torben L. [email protected]


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Introduction

For the past three month I have been working as intern at Erhvervsakademiet Lilleblt an Academy of

Professional Higher Education.

During my internship I was presented with various projects and tasks1

Throughout the process of designing the campaign site I worked alongside Mette Richter the project

manager for the BISI program

, among others creating a visual

identity as well as a campaign site for a new educational program named Building Interfaces for

Social Inclusion.

2

.

The campaign site they wanted was meant as something to show and tell next to the sales

personnel which travels around the world recruiting students from the following three educations:

Social education, IT and engineering and Medialogy. The campaign should therefore be directed

toward the target group students within age range of 23 to 27.

I saw this project as one of the more interesting and have therefore chosen this as my Final Exam

project.

Problem definition

How to create and implement a marketing campaign for the educational program building interfaces

for social inclusion, with the specific target group of students in the age range 23-27 from the

educations: Social education, IT and engineering and Medialogy and how to make it reach the

upcoming prospects/semesters students.

1 Appendix internship report2 Mette Richter: Ass. prof. MA Philosophy, International coordinator/project manager, Department of Social Education, UCL


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Report structure

Since I am doing a marketing campaign for the BISI program it is less relevant to see whether it is a

good idea or not business wise as the BISI program already is a reality.

But as I see it, it is essential to any campaign to have a solid platform and understanding of the client,

its product and target group.

So I will be starting out with a small business analysis in order to make the foundation for the

campaign. This will lead me to the communication part where I will describe the campaign and

message.

After the communication part I should be able to create and explain the visual parts of the campaign,

this is essential to the last part of the report where I explain the hows and whys of the campaign

site.

Business:

I will however use several business/marketing models in order to gain knowledge about the BISI

semester course and compile it and analyze the data in and SWOT model this is done in order to get a

better understanding of the product and what benefits it might offer, the output should make it easier

when it comes to the communication part and understanding the target group and what kind of society

are they living in for this part I see the PEST analysis put to best use.

So even though I am not performing an actual market analysis, I am using a lot of the business models

and analysis tools as I see this as essential to the design and communication part, how does the target

group view various designs.


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I am performing an internal analysis of the BISI program

Internal analysis

3

, I am doing this in order to understand both

the strength and the weaknesses of the program and what elements could be used as a platform for a

marketing campaign.

Building Interfaces for Social Inclusion (BISI) is a one semester international multi-disciplinary

program taking place in Odense and Esbjerg, starting at the beginning of September 2010.

The program focuses on developing new communication resources for social inclusion to be used for

children and youth with special needs to express themselves.

One of the main ideas behind the program is to provide students with a multi-disciplinary project

based learning experience4

. In order to provide the students with this experience the semester ismeant to be a combination of Danish students and international students working together in project

groups. There will be 20 students from each category of education with 50 percent Danish students and

50 percent international students, overall 60 students per semester. The international students will be

from various countries such as Japan, Lithuania, Hungary, Spain, etc.

The idea then is for the three educations in teams to work out possible solutions by combining

knowledge and new technology.

Social education supplies the understanding and needs which needs to be covered.

IT and engineering supplies the actual hardware and the knowhow about the hardware.

Medialogy is seen as a link between the two and deliverers the software part of the product.

Since the program still is in its development phase, practical information such as where it will actually

take place is yet to be decided, it will however be located in Odense and Esbjerg.

The Semester starts September 2010

3 Appendix BISI mission vision4 Appendix: BISI mission vision


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The program is created in collaboration of three higher education institutions; Erhversakademiet

Lilleblt (eal)5, University College lilleblt6 (ucl) and Aalborg University 7

Each of the education institutions supplies the program with one education field each:

(aau)

AAU: Medialogy

AAU is currently the only university in Denmark who provides the Medialogy education, it has three

medialogy courses around the country, placed at University Aalborg, University Aalborg Esbjerg and

University Aalborg Copenhagen8

Medialogy was established in 2002 at Aalborg University and is defined by the seven following areas:

.

Perception, Auto Perception, Computer Games, Animation, Film Informatics, Musical Informatics and

Performance Systems

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.

EAL: IT and engineering

EALs contribution to the BISI program is the IT and engineering education, which is located in the

heart of Odense at Munke Mose All 9, the education is a two year education and is ended by a final

exam project.

UCL: Social Education

UCL supplies the softer part of the program with Social Education. UCL has three schools for their

social educator education which are located in Jelling, Skrup and in Odense.

All the above educations, or the three platforms for the BISI education, are also offered separated as a

Danish education as well as an international education.

Furthermore all of the three educational institutions involved in the BISI project, have vast experience

in handling international students and have several ongoing educations and other programs which are

specially tailored for the purpose of having international students.

5 Erhvervsakademiet Lilleblt. (n.d.). . Retrieved May 26, 2010, fromhttp://www.eal.dk/6 University College Lillebaelt - Forside. (n.d.). . Retrieved May 26, 2010, fromhttp://www.ucl.dk/7 AAU -Find uddannelser, forskning, nyheder og samarbejdsmuligheder - Aalborg Universitet. (n.d.). . Retrieved May 26, 2010, fromhttp://www.aau.dk/8 Medialogy. (n.d.). . Retrieved May 26, 2010, fromhttp://www.ug.dk/programmes/universityprogrammes/naturalscience/medialogy.aspx9 Perception why. (n.d.). . Retrieved May 26, 2010, fromhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm
http://www.cs.aue.auc.dk/~ja/medialogi/what.htm#Perceptionhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#AutoPerceptionhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#Computer%20Gameshttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#Animationhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#FilmInformaticshttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#MusicalInformaticshttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#PerformanceSystemshttp://www.eal.dk/http://www.eal.dk/http://www.eal.dk/http://www.ucl.dk/http://www.ucl.dk/http://www.ucl.dk/http://www.aau.dk/http://www.aau.dk/http://www.aau.dk/http://www.ug.dk/programmes/universityprogrammes/naturalscience/medialogy.aspxhttp://www.ug.dk/programmes/universityprogrammes/naturalscience/medialogy.aspxhttp://www.ug.dk/programmes/universityprogrammes/naturalscience/medialogy.aspxhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htmhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htmhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htmhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htmhttp://www.ug.dk/programmes/universityprogrammes/naturalscience/medialogy.aspxhttp://www.aau.dk/http://www.ucl.dk/http://www.eal.dk/http://www.cs.aue.auc.dk/~ja/medialogi/what.htm#PerformanceSystemshttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#MusicalInformaticshttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#FilmInformaticshttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#Animationhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#Computer%20Gameshttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#AutoPerceptionhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htm#Perception


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One of the international projects which both UCL and EAL have been involved is the Robot design

workshop10

this program is particular interesting in this case since it is very similar to the BISI

program.

Stakeholders

I see it as vital part of a campaign platform to chart all of the involved stakeholders that might have an

interest in the product, when creating a campaign with certain values. This is done since

stakeholders11

This might also shed some light to whether there is only the one target group I was presented with

are always affected by major and sometimes also by minor changes in a business.

I have chosen to state the stakeholders in model as I think this will give best overview of the current

situation.

Stakeholders: Contributes: Expectations:

International students/ Danish

students

Knowledge, problems seen from

various angels

Experience new culture, learning

style, create network, working

cross cultural, diploma

Teachers Knowledge New input, addition to their

rsum, salary

Education institutions Facilities, technology, teachers Publicity, attract students

Collaborators Practice fields New ideas,

Local community The setting, making the

international students feels

welcome.

Study start party

Good reputation both as a

student city but as well perhaps

as a tourist city??

Attract students both Danish and

international create life, makesthe local community more

attractive for business.

10The robot design workshop Ttest. (n.d.). . Retrieved May 26, 2010, fromhttp://www.projekt1.ots.dk/11
http://www.cs.aue.auc.dk/~ja/medialogi/what.htmhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htmhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htmhttp://www.cs.aue.auc.dk/~ja/medialogi/what.htmhttp://www.projekt1.ots.dk/http://www.projekt1.ots.dk/http://www.projekt1.ots.dk/http://www.projekt1.ots.dk/


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The cities, educations, collaborators, teachers will have a clear interest in the campaign showing the

seriousness of the project and that it is not just fun and games this is primarily in order to get

motivated students to join the program.

The students on the other hand will probably be more interested in the social and more easy going

aspects of the program, they will of course as well as the stakeholders mentioned above have a great

interest in that the education is seen as a relevant, valuable and useful asset to their education and their

future careers.

Target group

Based on the info from project manager Mette Richter and after defining the stakeholders I see the

target group as being students within the age range of 23 to 27 years old.

Since the BISI education is targeted toward an international audience, it makes it that much more

difficult to define values and interest within the target group.

I will have in mind that there are cultural differences but I will not see this fact as being an obstacle

when designing the campaign strategy and the message

In order to segment and understand the target groups value set, I find it useful to use the Gallup

Compass rose, in order to find which segment the target group belongs to. It might seem as less useful

to use the Gallup Compass rose because of the cultural differences within the group and since the

segments are based on a Danish audience.

I am of the belief that the Gallup Segmentation when it comes to describing the target group, still

applies for this specific group of people.I base this on the fact that we are living in a globalized world or global village 12

12 Global village (term) - Wikipedia, the free encyclopedia. (n.d.). . Retrieved May 26, 2010, from

and the target group is:

students with easy access to internet and that most universities and colleges are placed close to larger

http://en.wikipedia.org/wiki/Global_village_(term)
http://en.wikipedia.org/wiki/Global_village_(termhttp://en.wikipedia.org/wiki/Global_village_(termhttp://en.wikipedia.org/wiki/Global_village_(termhttp://en.wikipedia.org/wiki/Global_village_(term


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cities so the perception of the world and the way the students will decipher messages and design will be

the same.

The target group will consists of international and Danish students within the following three

educational areas: Social Education, IT and Engineering and Medialogy.

The international students will be from various countries such as Japan, Lithuania, Hungary, Spain, etc.

The variables I have set for the Gallup Compass are that they are between the age 22 and 28 and that

they either have a higher education which takes three years or less or three years or longer.

I am basing variables on the length of the three educations and the average age for a student on the way

to finish their education.


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When put in the Gallup compass the majority of this segment is placed within the modern socials,

moderns and modern individuals. The subjects in these particular are especially defined by being up

front with the latest news within media and fashion as well as current affairs. They are determined

when it comes to career and education, there is how ever a difference in the way they define status andas to how big a part of it is related to money. All of the three segments are used to using a PC either at

home or at work.

PEST analysis

I have used the PEST13

What should focus be, is there anything there should be taking into consideration, is there a certain

trend at the moment? These are the questions I have asked during the PEST analysis on the marketing

of the BISI program in an early stage.

analysis in order to get a broader perspective of what kind of global stage the

education program will be launched to.

This Danish ministry of Science, Technology and Innovation is showing great interest in getting

international students to study in Denmark and here by creating an international study environment and

network across borders and through these acquire new knowledge

Political factors:

1415

.

According to former Minister of Science, Technology and Innovation Helge Sander it was and still is

the governments plan to make Denmark as attractive as possible for Nordic as well as international

students16

.

The ministry furthermore sees it as an essential and crucial factor, when it comes to the development

and future for Denmark, that they are able to attract highly skilled and young students, scientists and

educators from abroad to Danish companies and universities17

13 PEST Analysis. (n.d.). . Retrieved May 29, 2010, from

.

http://marketingteacher.com/Lessons/lesson_PEST.htm14 Education Danish Ministry of Science Technology and Innovation. (n.d.). . Retrieved May 26, 2010, fromhttp://en.vtu.dk/education15 Studieophold i udlandet er stadig mere populrt Videnskabsministeriet. (n.d.). . Retrieved May 26, 2010, fromhttp://vtu.dk/nyheder/pressemeddelelser/2009/studieophold-i-udlandet-er-stadig-mere-populaert/16 Ugens tal: Danmark er det mest populre studieland i hele Norden Videnskabsministeriet. (n.d.). . Retrieved May 26, 2010, fromhttp://vtu.dk/nyheder/pressemeddelelser/2010/danmark-er-det-mest-populaere-studieland-i-hele-norden/
http://marketingteacher.com/Lessons/lesson_PEST.htmhttp://marketingteacher.com/Lessons/lesson_PEST.htmhttp://marketingteacher.com/Lessons/lesson_PEST.htmhttp://en.vtu.dk/educationhttp://en.vtu.dk/educationhttp://en.vtu.dk/educationhttp://vtu.dk/nyheder/pressemeddelelser/2009/studieophold-i-udlandet-er-stadig-mere-populaert/http://vtu.dk/nyheder/pressemeddelelser/2009/studieophold-i-udlandet-er-stadig-mere-populaert/http://vtu.dk/nyheder/pressemeddelelser/2010/danmark-er-det-mest-populaere-studieland-i-hele-norden/http://vtu.dk/nyheder/pressemeddelelser/2010/danmark-er-det-mest-populaere-studieland-i-hele-norden/http://vtu.dk/nyheder/pressemeddelelser/2010/danmark-er-det-mest-populaere-studieland-i-hele-norden/http://vtu.dk/nyheder/pressemeddelelser/2009/studieophold-i-udlandet-er-stadig-mere-populaert/http://en.vtu.dk/educationhttp://marketingteacher.com/Lessons/lesson_PEST.htm


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Current minister of Science, Technology and Innovation Charlotte Sahl-Madsen is especially aware of

the challenges the future holds and mentions the competition from Asia which will be the leading factor

of the market for technology and science within in 2025 if the current trend continues. It is therefore a

necessity to attract international students and there by knowledge to Denmark18

.

The economic crisis is still one of the major factors when we look at the macro environment.

Economical factors:

Within the educational sector the economic crisis, and the incline in unemployment it has created, has

created an interest, among the younger generation, in taking an higher education19

One of the Danish universities that have seen this positive effect is the University of Southern

Denmark, who got 2000 more applicants this year than the year before20

It is of course also a matter of interest in developing and education oneself but the fact that the

employment market has taken a step down is definitely a major factor says rektor Jens Oddershede

.

21

from University of Southern Denmark22

.

We are right now living in a globalized society, a time period referred to as late modernistic

Social factors:

23

The world we live in today has become increasingly smaller and distance and time has been erased do

especially to the internet; you can have a face to face conversation with a friend in San Francisco while

doing the dishes in your Berlin apartment.

which is

a view that tells us that we construct our own lives; we so to speak patch it together from various

views, styles, organizations, religions etc.

17 Attraktivt at studere og arbejde i Danmark Videnskabsministeriet. (n.d.). . Retrieved May 26, 2010, from

http://vtu.dk/nyheder/pressemeddelelser/2009/attraktivt-at-studere-og-arbejde-i-danmark/18 Konference om profilering af nordisk videregende uddannelse og forskning Videnskabsministeriet. (n.d.). . Retrieved May 26, 2010, fromhttp://vtu.dk/ministeren/taler/2010/konference-profilering-nordisk-videregaaende-uddannelse-forskning19 Den konomiske krise fremmer uddannelsessgning. (n.d.). . Retrieved May 26, 2010, fromhttp://www.ug.dk/flereomraader/videnscenter/vejlnyheder/uddannelsesogerhvervsvejledning/den_oekonomiske_krise_fremmer_uddannelsessoegning.aspx20 Krise tvinger unge i uddannelse - fyens.dk - Indland/Fyn. (n.d.). . Retrieved May 26, 2010, fromhttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelse21 Krise tvinger unge i uddannelse - fyens.dk - Indland/Fyn. (n.d.). . Retrieved May 26, 2010, fromhttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelse22 University of Southern Denmark. (n.d.). . Retrieved May 26, 2010, fromhttp://sdu.dk/?sc_lang=en23 Late modernity - Wikipedia, the free encyclopedia. (n.d.). . Retrieved May 26, 2010, fromhttp://en.wikipedia.org/wiki/Late_modernity
http://vtu.dk/nyheder/pressemeddelelser/2010/danmark-er-det-mest-populaere-studieland-i-hele-norden/http://vtu.dk/nyheder/pressemeddelelser/2010/danmark-er-det-mest-populaere-studieland-i-hele-norden/http://vtu.dk/nyheder/pressemeddelelser/2010/danmark-er-det-mest-populaere-studieland-i-hele-norden/http://vtu.dk/nyheder/pressemeddelelser/2010/danmark-er-det-mest-populaere-studieland-i-hele-norden/http://vtu.dk/nyheder/pressemeddelelser/2010/danmark-er-det-mest-populaere-studieland-i-hele-norden/http://vtu.dk/nyheder/pressemeddelelser/2010/danmark-er-det-mest-populaere-studieland-i-hele-norden/http://vtu.dk/nyheder/pressemeddelelser/2009/attraktivt-at-studere-og-arbejde-i-danmark/http://vtu.dk/nyheder/pressemeddelelser/2009/attraktivt-at-studere-og-arbejde-i-danmark/http://vtu.dk/ministeren/taler/2010/konference-profilering-nordisk-videregaaende-uddannelse-forskninghttp://vtu.dk/ministeren/taler/2010/konference-profilering-nordisk-videregaaende-uddannelse-forskninghttp://www.ug.dk/flereomraader/videnscenter/vejlnyheder/uddannelsesogerhvervsvejledning/den_oekonomiske_krise_fremmer_uddannelsessoegning.aspxhttp://www.ug.dk/flereomraader/videnscenter/vejlnyheder/uddannelsesogerhvervsvejledning/den_oekonomiske_krise_fremmer_uddannelsessoegning.aspxhttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://sdu.dk/?sc_lang=enhttp://sdu.dk/?sc_lang=enhttp://sdu.dk/?sc_lang=enhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://sdu.dk/?sc_lang=enhttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.fyens.dk/article/1559997:Indland-Fyn--Krise-tvinger-unge-i-uddannelsehttp://www.ug.dk/flereomraader/videnscenter/vejlnyheder/uddannelsesogerhvervsvejledning/den_oekonomiske_krise_fremmer_uddannelsessoegning.aspxhttp://vtu.dk/ministeren/taler/2010/konference-profilering-nordisk-videregaaende-uddannelse-forskninghttp://vtu.dk/nyheder/pressemeddelelser/2009/attraktivt-at-studere-og-arbejde-i-danmark/


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The fact that everything is online at anytime any information about anything is within your reach.

One of the most important technological factors is the fast development of information technology

especially when it comes to mobile phones and the tasks they are able to perform at this point. You are

able to go online at anytime and anywhere and communicating with anyone, using the features these

small wonders supply you with.

Technological factors:

There has been an increase from 107036 spend hours in April 2009 to 201866 hours spend in April

201024 this means that the time spend surfing the net, has almost doubled over one year. This might be

a byproduct of the touch screen phones, with larger screens, higher resolution and faster connections.

Newer studies also show that we are in a higher degree than before using the mobile phone as a

medium for communication, besides the call and sms function we are using it for messenger and

emails25

.

Marketing Mix

The term marketing mix26

market a product or service. These elements are the four Ps: product, price, place and promotion.refers to the primary elements that must be attended to in order to properly

In order to recognize the different aspects of selling services, as opposed to Products, a further three

Ps were added to make a range of Seven Ps for service industries. I see it as the best interest to view

the BISI education as a service product, mainly due to the fact that it is mainly an intangible product so

I will be using all of the seven Ps.

24 See Appendix: Mobile Surf25 Mail erstatter sms'er p mobilen - Tjek.dk. (n.d.). . Retrieved December 13, 2009, from http://politiken.dk/tjek/digitalt/telefoni/article833332.ece.26 Principles of Marketing, Adrina Palmer: page 21
http://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernityhttp://en.wikipedia.org/wiki/Late_modernity


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As mentioned it is mainly an intangible product the BISI education provides but there are of several

tangible products related to the education this would literature, the physical surroundings and especially

the technology the students will be working on improving.

Product:

The main product of the BISI education is the whole experience of the project; there are various

products within the project experience. This being studying abroad and getting to a different culture,

the learning process when working closely together in groups of various nationalities, creating an

international network, new theories,

The BISI program will take place in Odense and Esbjerg

Place:

The Danish students have free admittance this goes for the Erasmus students as well, I will however

argue that it is not completely free of charge, since the students will be investing time, which couldperhaps have been used in ordinary classroom teaching.

Price:

Students from outside of the EU will have to pay an tuition fee and have the stay financed by a

scholarship.

So far there has been done almost nothing in order to promote the BISI project, there has been written

two articles about the project for internal use on the education institutions websites

Promotion:

27

27 Nyheder fra Erhvervsakademiet Lilleblt Erhvervsakademiet Lilleblt. (n.d.). . Retrieved May 26, 2010, from

.


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People:

All the people involved in the BISI education fromSales personnel/ ambassadors, to the teachers,

staff, experts

Process:

Technological aids, teaching style

Physical evidence:

The physical evidence would be the graduation diploma, you receive when completing the semester

course. The product they develop

SWOT

In order to summarize the business parts and its findings I see it beneficial to put the facts into a

SWOT28

Strengths

model, this is also done in order to be able to narrow down the focus for the campaign

strategy.

Weaknesses

- Great knowhow and experience when it

comes to dealing with international

students.

- Three large educational institutions

working together.

- Plenty of resources.

- Three large education institutions- internal

disagreement

- Identity problem, who is who(important

that BISI differentiates from the big 3)

Opportunities Threats

- Globalised world demands internationaltrained students.

- Using social network (facebook) as a way

- The economic crisis, the economic aspectof being away for a semester. This might

not be as relevant

http://eal.dk/nyt/nyheder-1/EAL%20med%20i%20projektet%20BISI.pdf

28 Principles of Marketing, Adrian Palmer: page 47
http://eal.dk/nyt/nyheder-1/EAL%20med%20i%20projektet%20BISI.pdfhttp://eal.dk/nyt/nyheder-1/EAL%20med%20i%20projektet%20BISI.pdfhttp://eal.dk/nyt/nyheder-1/EAL%20med%20i%20projektet%20BISI.pdf


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of getting the word out there.

- Economic crisis: young generation sees the

necessity of educating them self, in order

to be a head of the competition and herebylanding the good jobs.

- New ways of marketing through sms

contests, designing for small screens used

for information to-go.

- Technology the international students can

always stay in contact with home, less

scary to study abroad.- The government supports the idea of

international education programs.

- Denmark is known for its international

educations and for its educational level.

As you can see there are both negative and positive factors in play when it comes to the BISI program,

it is my job to use the benefits of the positive factors and still have the negative in mind, when creating

the campaign strategy.

One of the more positive aspects, which is still closely connected to one of the more negatives, is that

the globalized society we live in and its demand for international accustomed students. This also brings

in the economic crisis since in order to be able to get the good job you need to be a head. This shows

that the thoughts behind the program links to reality and are not just a make-believe program. This is

definitely something which should be used in the campaign message.

Sub conclusion

In conclusion to the business part I see that the BISI program has a great deal of strength and

opportunities to offer and to be used when creating the message for the campaign strategy.


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At this point I see that the campaign should signal both social as well as professional values if possible.

Communication:

After going trough the above steps, the data gathered can now be used as the foundation for the

communication strategy.

CAB

I am using the CAB method29

in order find Capabilities, advantages and benefits in order to create the

campaign message and it will help narrow down the opportunities for the campaign.

Capabilities: the actual capability of the BISI program is education this is the very core product of the

BISI program. It does have several other capabilities such as; supplying the newest technology,

qualified teachers.

Advantages: Shows the advantages of enrolling in the BISI program as opposed to taking the

ordinary semester.

Benefits:Shows the more the personal aspect of the advantages, what can the students take with them

once they finish the semester course.

Capabilities Advantages Benefits

Education Working in an international

environment.

You get fitted for a globalised

society.

New technology Creating network beyond your

national borders.

Better insight to other cultures

and work methods

Qualified teacher staff Great deal of resources. Easier to get a job on a stagnated

market

See all the aspects of a

developing process.

Get to know your own limits

Understand limitations and

opportunities of new technology.

Personal growth

29Pdf document from Lars Bojns Classes, 2nd semester 2009, AIDAS_CAB_Test_explained.pdf (last viewed 29/05-2010)


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Multi-disciplinary

Bridge building between trade

areas

Compressed learningexperience.

During the CAB analysis I came up with several slogans and messages, they mainly revolve around the

pronunciation of the word bisi, when pronounced in English-English sounds like busy.

- welcome to the bisi side of life

- international environment for international students

- busy technology demands bisi students

- bisi students for a busy world

Using the word bisi as substitute to busy where appropriate,

Still keep in mind that the Building Interfaces for Social Inclusion is itself a statement.

Society logics

After finding the essence of the product in the CAB analysis it will in order to create the best

communication strategy for the BISI program is important to define which society logic it belongs to,

this will also give a clear view on howthe message or slogan should be composed and the

style/mood of the message.

CIFSs30

30Instituttet for Fremtidsforskning. (nd). . Retrieved December 5, 2009, from http://www.cifs.dk/.

three society logics are the following; the Industrial Society Logic, the Dream Society Logic

and the Creative Man Logic. The model can be used to identify, analyze and prioritize the needs andvalues of companies,to categorize how company sell themselves and their products.These logics focus

on different needs and values, industrial society focuses on material needs and mass-production; dream

society is all about immaterial needs, dreams and values; and the creative man society represents re-


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material needs, challenges and possibilities. Every company is part of one or more of these society

logics based on their services, needs or values.

Headwords: Emotions, experience adventure, and the underlying storyDream society logic

Motivation: Immaterial needs, dreams and values

Business strategy: Brand building

Management: storytelleing, corporate religion

Headword: Streamlined, automated mass production of material goodsIndustrial society logic

Motivation: material needs, comfort and values

Business strategy: Product orientation & Economies of scale (=big business)

Management: top down

Keywords: creativity & innovation, self expressiveness, self-realization, networking, creative

tools

Creative man society logic

Motivation: re-material needs, challenges & possibilities

Business strategy: Innovation

Management: networking, innovation-management & project management

I will define the BISI program as belonging both to the Creative man society and the Dream society

The creative man logic because this not just another semester program, you will spend time creating

and exploring new technologies in combination with the latest theories. The students are going to

experience new ways of learning styles and at the same time they are able to implement their own

visions for the program.


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This kind of creativity and self realization should be one of the clear messages when it comes to the

design and structure of the campaign and the website.

The Dream society is represented by the whole concept of studying abroad and the way it is aimed

straight at your desire for exploring a new culture, experiencing how it is to be on your own forperhaps the first time.

After defining the society logic I will try to narrow it down even further, for this I am using the six

emotional market profiles this helps me understand the very core of the product and which emotional

need it covers.

Six emotional markets

The six major markets31

1. Adventures for Sale; Small-Medium-Large-Extra Large

that target our basic emotional needs, these markets are:

2. The market for Togetherness, Friendship and Love

3. The market for Care

4. The Who-Am-I market

5. The market for peace of mind

6. The market for Convictions

I see the BISI program covering the following emotional needs.

The who-am-I market is usually defined by heavy brands such as Rolex, Apple or Nike the

fundamental idea behind these products and the way they are promoted is that you buy an identity so to

speak. In the case of the BISI which is an intangible product I will still categorize it as being in the

who-am-I segment since our job and education has become an increasingly larger part of the way wesee ourselves and how we define us.

The Adventures for sale market spending a semester abroad experience new culture

31 The Dream Society, Rolf Jensen: Page 51


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The market for Togetherness, Friendship and Love, being part of something unique, working

alongside new students, creating an international network, new friends

When it comes to defining the emotional market profile, the BISI program has a wide range. So in

order not to create a too diverse message, which could be misinterpreted or seem to weak and loose its

meaning, I need to emphasize one over the others. I am not saying that I will discard the rest but in

order for the message design to be clear and be understood it is important choose a focus point.

Brief summarization I have placed the BISI education in the Creative man society and the Dream

society. I have established that it fulfills several emotional needs the who-am-I, adventures for sale

and the market for togetherness, friendship and love

Campaign strategy

I will in the campaign strategy explain how I see the campaign and its message being put to its best

usage. Since we are dealing with a very small and specific target group and we already know the actual

location of this.I will divide the campaign into two categories: an offline and an online strategy:

Online

The online part of the campaign is based on the campaign site and the use of facebook. The campaign

site sending on to the facebook group which the prospects then should join, this will give the online

part a word of mouth aspect to it, since when you join a group your friends will be notified about

this and through this spreading the word.The Facebook group will also to some degree satisfy the prospects and students curiosity as to who is

who, and give an impression of what kind of people will they be working/studying along side.


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Video testimonial

As part of the online strategy the BISI project manager wanted the website to include testimonials I

was to some degree reluctant to do so since I see most testimonial to be too staged. This was of course

just my opinion so I needed to research in order to prove my point. Doing a quick survey I found thattestimonials are looked upon as something used in poor advertisement or as unreliable32

So through research I decide that in order for the prospects to be able relate to the program I decide that

using former students as spokes people would be the way to go

.

On the other hand I did not want the video to appear too directed and putting words in their mouths or

so it should not appear.

I therefore decide to make the testimonial videos with small tourist camcorder this should give the

impression of the video being made by students for students

This is also the reason why I made a menu point dedicated completely to the student testimonials in

order to keep it separated from the professional generated text and hereby appear less like

advertisement..

The video testimonials are only to be used on the website maybe uploaded to youtube.

OfflineThe offline strategy will be based on posters, brochures and t-shirts. The concept of the BISI education

program is placed in the who-am-I market this means that we need to established a certain idea of

this being more than an educational program it is almost as a movement, a concept to believe in, a

feeling of being a part of something bigger.

Sales presentation with BISI representatives

One of the biggest factors when it comes to marketing the program is the personal selling part the BISI

program sends off ambassadors to schools abroad in other recruit students for the program. The

ambassadors should preferably be former international students which has already experienced a

32 Appendix:survey


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semester abroad in Denmark, this way the personal aspect when presenting the program is the key to

students.

T-shirtA memorable t-shirt might be more persuasive than an online banner ad, posters make sure that there is

no expiration date on them, let them hang as long as possible, give other students the possibility to

apply next semester or at least give them the opportunity to think about it, it might not be love at first

sight but..you never know!

This is why I see the t-shirt part as vital this will also inspire prospects to gain interest in the program

and it will ease the way of the ambassadors when introducing the program next semester.

Your wear the BISI statement, it becomes a part of your identity and beliefs such as a yellow or whiterubber armband in showing your support to various organizations this is also a part of your identity and

the way you wish for the world to see you.

Posters and brochures

Poster and brochures are easier to direct toward the target group, which in this case is very specific, so

an offline poster/brochure campaign seems more effective and cheaper as opposed to an online banner

campaign.

The idea behind the posters and brochures is to create an interest among the target group and hereby

sending the prospects online to satisfy their curiosity.

The posters should show students, which the target group is able to relate to both on (eye to eye level)

as well as viewing them as an aspirational group.

Furthermore should the posters and brochures, have a similarity to the top banner at the webpage so

you will have the immediate recognition and see the link between the offline and online

communication.


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Online/offline media flowchart

AIDA

Using the AIDA model33

Attention

it gives the client and me a clear idea of how the various campaign elementswill be used and in which order at best.

(Offline)Posters: keywords/logo/smiling students - what is this?? Likable design

33 AIDA (marketing) - Wikipedia, the free encyclopedia. (n.d.). . Retrieved May 29, 2010, fromhttp://en.wikipedia.org/wiki/AIDA_(marketing)
http://en.wikipedia.org/wiki/AIDA_(marketinghttp://en.wikipedia.org/wiki/AIDA_(marketinghttp://en.wikipedia.org/wiki/AIDA_(marketinghttp://en.wikipedia.org/wiki/AIDA_(marketing


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Interest

The recruiters/spokesperson for the BISI program creates interest for the program (do not over sell it,

give them time to think it over, do not push them into a rash decision) doing the sales pitch, lecture

about the program.

Desire

Visiting the website and/or reading the brochure should generate desire, this will happen through the

usage of aspirational real photos of students, the mission/vision statement

Action

Applying for the program, going to your guidance counselor about the program.

Promotion mix

In order to understand the full aspect and diversity of the BISI campaign and the areas which it covers,

I am using the promotion mix in order to do so.

Personal selling:

Personal selling is a big part of the BISI programs marketing, they have a employee connected which

goes on a sales trip from various schools abroad in order to present and sell the program to the

students within the target group.

Advertisement:

In order to get a clearer visual impression I see using brochures and posters as beneficial. They are

meant to be handed out and hung on various institutions of higher education this is done in order to.

The posters and brochures should also leave a impression with upcoming prospects from other

semesters this will make marketing easier for the years to come.


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The campaign site is essential and should contain an equally amount of both images and text, the

reason for this is that after the ambassadorhas given their presentation and answered questions, they

leave the country, so the site should represent the same feeling and information that was given at the

meeting at the same time it should also be able to stand alone so that students who did not attend thepresentation is able to gain same information and feeling just as if they attended the presentation.

Public relations:

The robot design workshop34

got a lot of attention from various local news mediasuch as

Ugeavisen Odense, Fyns Stifttidende and TV2 Fyn(this is of cause not a limit but should be seen as

a minimum). So it seems that they are quiet used to handle the media and using it, this would of cause

mostly be directed toward the Danish students (should be a link on the website) also generating articlesthemselves and posting them on the various facebook groupe related to the program as well as the

universities, colleges and academies (and their respective websites).

Corporate image:

All the academies and university colleges involved in the program has a good reputation/good

understanding (several other international programs and educations), they know what they are doing

when it comes to dealing with international students.

Sub conclusion

I have in the communication chapter charted the various aspects of the campaign strategy and created it

in such a way that it is directed directly at the target groups sphere.

I have found what kind of emotional need the BISI program covers within the target group and how it

should be used on a strategic level.

34http://www.robodays.dk/det-sker/robot-design-workshop.aspx
http://en.wikipedia.org/wiki/Corporate_imagehttp://en.wikipedia.org/wiki/Corporate_imagehttp://www.robodays.dk/det-sker/robot-design-workshop.aspxhttp://www.robodays.dk/det-sker/robot-design-workshop.aspxhttp://www.robodays.dk/det-sker/robot-design-workshop.aspxhttp://www.robodays.dk/det-sker/robot-design-workshop.aspxhttp://en.wikipedia.org/wiki/Corporate_image


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Design:

After understanding the internal situation and the community the BISI program is surrounded by andunderstanding the very essence of the program and the emotional markets it belongs to I am now ready

to start the design of the campaign.

Logo visual identity

As part of the campaign I was, as stated, asked to create a visual identity, a logo to be exact, for the

BISI program.

Since the BISI education is collaboration between three institutions of higher education, and the names

of the institutions will be clearly visible on the website.

Even though the product would be looked upon as a branded product 35

The logo design should grasp the feeling of being part of something alive and dynamic as well as show

the diversity of the program and its students.

, it is still created in

collaboration between three higher education centers. I am using the term branded since none of the

institution names will be placed on the logo, they will of cause be visual on the website. This was an

important thing to have in mind when creating the logo, where none of the institutions colors should be

repeated or if so, they should all be represented equally.

I tried out several ideas36, with various colors and shapes and hereby trying to explain the whole

program and what it contain, when I finally realized that I was no longer working on logo but I was

more or less on my way to creating a rebus and not a logo37

. I still liked some of the elements from my

early ideas especially using shapes to shown the diversity and the outreach of the program.

I think the final design I decided upon fulfills all of the demands, by using the crooked shapes I show

the diversity of the program by placing them on top of each other I illustrate how all the aspects are

connected and placing a small shape in the middle should symbolize the outcome of the BISI program.

35 The new guide to identity, Wolff Olins: page 1936 Appendix: Logo ideas and sketches37 Appendix: Logo ideas and sketches, rebus logos


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Living in a fragmented world we need solid focus points in order to define us self and our identity

Choosing the colors for the logo is inspired by the shape and the idea behind the logo, this holedynamic and organic shaped idea should be followed through but at the same time show the target

group that the program is upfront when it comes to every aspect and that this also applies when it

comes to design so having this in mind.

Logo colors:

I did some color research, looking especially to the fashion world and at which colors would be the

trend for the spring/summer collection 2010, keeping in mind that a part of the campaign is print t-

shirts so it should follow the fashion trends of the season (logo created so colors can easily be altered)

Also looking a little longer down the road to fall 2011

38

The color scheme for 2010 is divided into 4 categories39: light tech, southern folk, popular

appeal and ode to nature.

From the color segment above I chose some of the more colorful ones in order to express creativity.

38 The Must-Have Color Trends For Fall 2011 | Fashion Trendsetter. (n.d.). . Retrieved May 31, 2010, fromhttp://www.fashiontrendsetter.com/content/color_trends/2010/Must-Have-Color-Trends-Fall-2011.html

39 CIFF Fashion & Color Trends Spring/Summer 2010 | Fashion Trendsetter. (n.d.). . Retr ieved May 31, 2010, fromhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.html
http://www.fashiontrendsetter.com/content/color_trends/2010/Must-Have-Color-Trends-Fall-2011.htmlhttp://www.fashiontrendsetter.com/content/color_trends/2010/Must-Have-Color-Trends-Fall-2011.htmlhttp://www.fashiontrendsetter.com/content/color_trends/2010/Must-Have-Color-Trends-Fall-2011.htmlhttp://www.fashiontrendsetter.com/content/color_trends/2010/Must-Have-Color-Trends-Fall-2011.htmlhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.htmlhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.htmlhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.htmlhttp://www.fashiontrendsetter.com/content/color_trends/2010/Must-Have-Color-Trends-Fall-2011.htmlhttp://www.fashiontrendsetter.com/content/color_trends/2010/Must-Have-Color-Trends-Fall-2011.html


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Hex#5ba3b2 Hex# c1c45b Hex#7b6480 Hex# 90785e Hex# fbe3cb Hex# dc7650

Choosing the fonts I wanted to express that the BISI program is cutting edge and that there is more to it

than just an education.

Logo font:

Therefore I see it beneficial to use a font not normally related to education logos which are usually very

clean cut40

. So in order for the BISI logo to differentiate itself from others I have chosen a font called

1942report which is an old typewriter like font with a hint of something grungy.

Using this font gives the logo a very different look compared to others, it also provides it with a more

statement like feel to it, and makes the viewer think of a more creative, inspirational and almost

underground education program.

The font also give it a more of statement look to it, rough with a touch of underground: movement

demands large involvement, gives it a grungy look memo statement

40 Appendix education logos
http://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.htmlhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.htmlhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.htmlhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.htmlhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.htmlhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.htmlhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.htmlhttp://www.fashiontrendsetter.com/content/fashion_events/ciff/CIFF-Spring-Summer-2010.html


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In order for the logo not to appear to gloomy I made the font color white and place it on a dark blue

background so it almost states that BISI is the search light as it appears quite bright and optimistic in

the dark environment it is placed upon.

The final logo when put together


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Star analysis

In order to find out more about the universe that we are putting our

design into we are using the star analysis 41

. It contains six importantorientation points: intention, goal, resources, tradition, situation and

trends. We are analyzing each of these points so that we are be able to

create a web design that matches our clients and the users wishes,

expectations and requirements. In order for our design to be

successful we need to investigate how to communicate correctly in all possible directions.

Purpose/ Goal

The purpose of the website is to be an asset to the BISI ambassadors when they are selling the

education to new students and it is meant to be the online representation of the education.

The goal of the website is to create an interest among the target group which should then sign up for the

education.

As these kinds of programs usually are very internal organized and promoted since they rely on

personal selling above all, it is difficult to find a real tradition within the products web design

tradition wise.

Tradition:

If you however take a look at the higher learning institutions, I will to some degree use them as a

reference, inspiration or the exact opposite.

Through research I found that the one thing that most educational sites have in common is the use ofthe logo color42

41

throughout the web site and is best described as traditional websites this often

happens with information heavy sites, but none the less there are some very interesting education

http://www.multimediedesigner.ots.dk/users/Lise%20Agerbaek/noter/Star.pdf42 Appendix: web design tradition
http://www.multimediedesigner.ots.dk/users/Lise%20Agerbaek/noter/Star.pdfhttp://www.multimediedesigner.ots.dk/users/Lise%20Agerbaek/noter/Star.pdfhttp://www.multimediedesigner.ots.dk/users/Lise%20Agerbaek/noter/Star.pdfhttp://www.multimediedesigner.ots.dk/users/Lise%20Agerbaek/noter/Star.pdfhttp://www.multimediedesigner.ots.dk/users/Lise%20Agerbaek/noter/Star.pdf


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institution sites such as kea.dk and ruc.dk43

One thing I did notice was the heavy use of bright and strong colors especially orange

, where especially the last one differs substantial from the

other institution sites.

Resources

I am aware of the diversity within the target group and that not all of the prospects are in possession of

the same computer skills, at the same time it is reasonable to believe that this will a very small part of

the target group.

Situation

The main reason for people to visit the site is to gain information about the education.

The trends on the internet change fast and from year to year or even on a monthly basis.

Trend:

In order to get just the right design for the website I need to understand the current trends and perhaps

get an idea of how they are put best to use and whether if I at all should use any of them.

There are of cause trends which will have a longer lifetime than others such as the retro design which

has been happing for several years now, is here to stay. Choosing a design or trend that will have a long

life expectancy is not something you can actually choose yourself since it is up to the end user to

decide whether they like it or not.

Through my research I found that there numerous trends for 2010, I am listing the ones I find

interesting below with a small description of why to use it.

43 Appendix: web design tradition


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Oversized Logos/ Headers Huge headers that make your visitors remember

you.

Sketch/ Hand-drawn Design Used to personalize standard web copy in new and

exciting ways.

Slab Typefaces Slab typefaces is used to bravely express who you

are, (think of old western wanted posters).

Typography Typography is young, but will continue to be a

part of web design

One Page Layouts One page layouts will be more about personalprofiles and less corporate.

Huge Images Huge images will be used to invite visitors in.

Change of Perspective 2010 will play around with different perspectives

Interactive/ Intuitive Design Interactive design will make a come-back.

Modal Boxes Modal boxes will continue to pop up in 2010

designs

Minimalism Minimalism will venture into typology.

Oversized FooterOversized Footers will feature less important, butmore personal information.

Retro Retro is new

Magazine layouts will be used for infotainmentMagazine Layouts


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sites

See appendix for examples44

After researching the current and the traditions I have chosen some overall design ideas I am goingwith which I find suitable for the campaign site.

I like the idea of the oversized header, which should leave a memorable impression with the user, and

since the site is combined with an offline campaign based on the use of posters. I therefore decided to

design a poster like billboards rolling up and down in the header; this would also link directly to the

offline campaign.

Since I am going with the oversized header trend, I believe that the rest of the site should be simplisticin order for it not to get overcrowded with impression and leave a confusing image with the user so it

will as well have a touch of minimalism to it.

Design principles for the website

I am using the design principles in order to explain the arrangement, the colors and the placement of

the different graphic elements on the website that I created; this is a good way to explain the

effectiveness of the design and the understandability.

I am conducting this by using the following point of the design principle: alignment, proximity,

repetition, contrast.

Proximity

Elements that belong together should be together. Without proximity the website would look extremely

messy.

I am using a grid based structure where all items are 256 or 512 in width this makes it easier to group

together and create proximity.

44 Appendix: Web design trends


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Alignment

Using alignment I provide the site with a structure in order for it not to become extremely messy, as I

have based my design on a grid which starts with the header. So aligning all elements in this pattern it

provides the user with a functional and easy to view layout. Also keeping all my text boxes and

navigation headlines left aligned helps establish a order.

Contrast

I have chosen to use white colored font when ever text appears, since I have a very large header, whichmight distract the visitor this combined with the use of rich colors, makes the white colored font the

obvious choice on the dark background.

Repetition


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I am using the same four colors throughout the website, the four colors are each connected to a menu

point this should ease the navigation and you are at all time aware of under which menu you are.

The background stays the same no matter which page you go to.

Colors

Using the trendy colors for 2010 will last longer than just this season as it usually take longer for the

ordinary person to get their hands on the clothes with these particular color or getting reset fashion

wise, this might seem a bit contradicting as to what is mentioned earlier about the global village and

erasing all borders, but it will still take the individual sometime to fully grasp, understand and embrace

the new trends.

I am first all reusing the logo colors on the campaign site in order to link the two together. This should

besides the recognition also show like the logo the diversity of the program but at the same time

provide it with a feel of; playfulness, structure and seriousness.

BISI

Hex# bbb8a9

Students

Hex# c1c45b

Three in one

Hex#5ba3b2

Student city

Hex#7b6480

Background

Hex#384649

Fonts

The font used for the campaign site is verdana bold and verdana regular.

Verdana Bold 16 pt for the local navigation

Verdana regular 12 pt for the text fields

I have chosen this font since the site is to some extend information heavy and the verdana font is one of

the better fonts for website when it comes to reading it.


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Furthermore it is seen as a neutral as opposed to the very recognizable 1942report used in the logo so

choosing a font which would not collide to much with this was also an issue when the decision was

made.

Goal Directed design

In order to find out what the users expect to see, and what information their most likely are looking for,

we need to get to know the users much better this is called goal directed design 45

. Based on the

research I am creating different personas that fit into the BISI programs target group. I will describe

and analyze them and create a scenario for each of them.

Personas

I am using personas in order get an understanding of the dos and donts, since we are dealing with a

very specific target group or actual three on for each education so trying to find some common ground

as a starting point and then taking a closer look to what kind of user requirements is important to fit in

and which could easily be skipped.

Primary persona:Name: Justina

Gender: Female

Age: 24

Nationality: Lithuanian

Civil status: single

Education: 6th

Interest: art, fashion, education, travel, music and

going out with her friends on the weekend

semester social educator student

45 About face 3.0 The essentials of interaction design by Allan Cooper & Robert Reimann: chapt. 1 page 6


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Justina mainly uses the internet for communication especially messenger, where she often chooses to

be shown as offline this way she can work without interruptions and still keep track of her friends.

She also uses it for keeping up to date on latest trends and buys a lot of her clothes online.She is a very big fan of facebook and like the idea about going groups and looking at and sharing

photos video material even though she herself has uploaded any video material, she thinks it is too

difficult

Her preferred browser is firefox, which she was recommended by a friend.

She likes going out on the weekends, this is usually together with a group of people both male and

female

Likes to travel with her friends and has a dream of going out on her own at some point but she has at

this point not the necessary funding.

A typical day for Justina starts out with a healthy breakfast, takes the bus to school.

After school she usually spends an hour or two in a study group, depending on what she believes is

necessary.

Primary persona scenario:

Justina is on the sixth semester of the social educator education and she is therefore attending the

meeting with BISI representatives.

From the beginning of the meeting she already has an idea about the program and she sees it as the

opportunity to get experience the world or at least a different part of it.

When she gets home after the meeting she has become more curious about the program, she has already

flipped through the brochure a couple of times but she is not satisfied with the information about thecities.


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So she goes on online to visit the campaign site bisi.dk, she remembers the easy URL mainly because it

is short but as well because she knows that it is an acronym for this, almost ridiculous, long program

name building interfaces for social inclusion.

The first thing she notice when entering the page is the top banner, which confirms her in that she is on

the right page, she visually links the logo, the pictures and the colors to the brochure and the poster

which the BISI representative posted on the wall in cantina.

The next thing she notice is that all the words used in the programs name is defined on the frontpage

this gives her not a better understanding of the program, this was clearly explained by BISI

representative, but the actual statement of the program and she gets the impression that it is more than

just an education.The real reason for her to go online was to learn more about the cities, but instead of going to the

student city page, she goes to the students page as this is far more interesting. When entering the

students page she sees the testimonial videos and as she plays them she gets the feeling that they are

made by the students themselves which she see as reassuring and more trustworthy.

She enjoys flipping through the pages and likes the fact that there is a whole page dedicated to links,

which provides her with more information about the cities, even though this is also explained on the

campaign site.

As a very last task before she leaves the website she joins the facebook group and browse through

mainly to get an idea of the students involved.

Visitors roles/classes/tasks46

The main idea behind the campaign site is promoting the BISI program and getting students to join the

BISI program. The main visitors are prospects who are seeking more information about the education,as a secondary visitor I see members of the press they are also there in order to find information.

46 Ash, T. (2008). Landing page optimization. Indianapolis, Ind: Wiley.


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PLUS Values website

In order for a website to function there are certain guidelines it should fulfill depending on the

message and the content of the site. The guidelines or values are called the PLUS values

In order to get the best possible outcome on the websites design and content I have used the PLUS

values. These are used both in order to see if I missed out on something but also in order to clearly

show the client the ideas behind the website and its design.

Playability

The playability part is mainly the use of the video testimonials and the way you can explore the varioussubpages a big part of the playability aspect on the campaign site is based on the use of flash

programming this gives a more dynamic look to it and provides the user with the experience of

interacting with the site.

Likability

The likability part has been a great factor when deciding on the design it is of vital importance that all

of the prospects are able to relate to the design since we are dealing with three different educations

and therefore to some extend three different target groups.

Usability

The page should be easy to decipher for the user but at the same give them the change to explore the

site. At the time keeping in mind that we are dealing with a very complex group of people, with

various IT skills.

Sociability

The sociability is interesting because it will mainly revolve around the usage of facebook, so it will

both be part of a marketing campaign but also a way for new students to interact with each other before

starting on the education and also get an impression of whom they might get to work and study with.


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So placing a join facebook button on the page seemed like the logic thing to do this way we are

reaching for the students where they have their daily run.

Design conclusion

Using the calm indigo as the background setting I manage to give the expression of seriousness and

that this is program under control.

The use of grids and boxes gives the site structure which again should be seen as a reflection of the

education.

The colors used are bright and lively this should send the message that even though it is well structed

education there is still plenty of room for creativity and socializing.

The images used in the top banner/header and throughout the website shows people which the students

can relate to on a personal level or even see as an aspirational group.

This shows that we are dealing with a well structured educational forum but with lots of room for

creativity.

Interaction:

In this section I will explain the thoughts behind the choice of program I have been using when creating

the website, also charting the development process and showing how the user will interact with the site.

Waterfall/prototyping

I have used parts from both of the waterfall method 47 as well as the prototyping method48

47 Waterfall model - Wikipedia, the free encyclopedia. (n.d.). . Retrieved December 11, 2009, from http://en.wikipedia.org/wiki/Waterfall_method.

during the

project. The main method that I have used is the waterfall method; first understanding what


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requirements and needs there are to fulfill. Through the target group research I found out what

information the campaign site needs to contain and what kind of design would appeal to the target

group.

I also thought of our clients needs, I quickly saw that backend was necessary for the website, wherethey can log in and change different contents, like for example the student descriptions, adding deatails

to the education explanations and the description of teachers and staff which are involved in BISI

program. Here I planned and organized every step ahead.

Next point was designing the system and the website. During this part implemented elements of

prototyping, I tried to figure out what was right and what fit with the trial and error method; same

goes for next step, the construction and implementation step. The last step was testing the design and

the programming in order to make both parts work together.The waterfall model comes in most handy, when you are actually developing software or computer

programs. That is also the reason why I have chosen to do a lot of prototyping as well. Very often it is

the first thought that is the best thought, but when it comes to designing I think it is better to come up

with different suggestions, choose the best one, try to improve that one further and then again choose

the best version and repeat the cycle until you are satisfied with what you have; that is at least how I

developed the website, the logo, the design and the menu structure

Backend system:

I have decide to make a Backend system for the campaign site, since the client or the end user of the

site, will have none or little experience using flash and action script 3 coding. I have created a simple

Backend where the various text fields can be updated very easily. The structure of the Backend follows

the front end.

48 Prototype - Wikipedia, the free encyclopedia. (n.d.). . Retrieved December 11, 2009, from http://en.wikipedia.org/wiki/Prototyping.


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Flash

I have chosen to program the website in flash, this might show to give me some problems since as

stated in PEST analysis it has become more common to go online from your mobile device, which does

not support AS3. Therefore I asked the question from what location would you explore an educational

promotion site? The answer proved to be clear that it would be done from home, using a laptop or a

PC49

.

The reason why I am doing the site in flash is that it provides me with opportunities to make it appear

more interactive and thereby and added value of playability it furthermore gives the visitor theimpression that we are dealing with something new, state of the art technology, which is a big part of

the BISI education program.

Code snip

This PHP code is basically the piece of code which gets data from the database, which is controlled bythe backend, and connects with the as3 code from our flash site and pushes the data into dynamic textfield created in the flash file. It is stored in the service folder within the flash.

49 survey


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E/R diagram

The E/R diagram is the blueprint for the sites structure when it comes to building the database andhow to place the tables, rows and columns and in which relation they stand to each other.


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Use case scenario

I am using a use case diagram examples in order to describe what happens in and on the page, I havemade three scenarios one for the backend of the page and two for the frontend.

The actor:Male or female personAge: 23-28

Backend use case scenario:- One of the students that was used in the testimonial wishes to change their description under

the video:

Use case scenario for backend:Login-in withpassword

Mainmenu:BISI

Students Students:

Three in

one Student 1Studentcity Student2

Student nameEdit/delete

Student3Student4

Edit:NameDescriptionEducation

Submit


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Frontend use case scenario:

- Visitor wishes to download application form

- Visitor wants to know more about the teachers staff

Use case scenario 1 for frontend:

enter campagin site

BISI BISI menu:

Students mission vision

Three in

one application download application

student

city news

testimonials

links

contact

Use case scen

Documents

Bisi Report