TEAM_8_Semester_1_Project_2_Group_11_Solution_Report

3Split
E-CONCEPT DEVELOPMENT SEMESTER 1 PROJECT 2 TEAM 8 GROUP11 31.10.2013
SOLUTION REPORT

2
Aleksandra Taniberg
E-mail: alek1438@stud.kea.dk
Phone: +45 91 94 97 96
Alexandra is very analytical and
gives good constructive criticism.
She is always super engaged in a
project and a good teammate.
Andreas Røder
E-mail: andr875c@stud.kea.dk
Phone: +45 27 59 98 92
Lives on Amager and he is 24
years old. Multimedia designer
since summer ‘13. Next to his
bachelor, Andreas works profes-
sionally with social medias, com-
munication and design.
Christina Bengtson
E-mail: chri21r7@stud.kea.dk
Phone: +45 30 28 29 29
Born and raised Copenhagener.
Graduated from E-design in 2008
and has been traveling and living
in Asia in the years between grad-
uation and until the acceptance at
e-concept.
Cristina Bech-Jensen
E-mail: cris0297@stud.kea.dk
Phone: +45 20 28 05 89
She’s an optimizer, but also a bit
of an implementer. Likes improving
things and seeing the final solution
coming together.
Dovile Montvydaite
E-mail: dovi0011@stud.kea.dk
Phone: +45 42 41 49 79
Graduated as a Multimedia design-
er in 2013, after studying at VGTU
University in Lithuania. Working as
a senior web designer at Aw-media
marketing company in Copenha-
gen.
Michelle Lund Rasmussen
E-mail: mich9409@stud.kea.dk
Phone: +45 26 85 77 02
She’s always very positive and
happy. Loves being creative. I like
working in groups and in general, I
like the student environment. I am
very perfectionist and I always get
my things done.
Name: Shazam Ibrahim
E-mail: shaz0063@stud.kea.dk
Phone: +45 28 72 56 69
Age 24, born in Denmark, parents
from Pakistan. Lives, studies and
works in Copenhagen. Like IT, elec-
tronics, gadgets, technology and
cars.

3
TABLE OF CONTENTS
INTRODUCTION
Client Goal
THE CONCEPT
Concept Description
Digital Element
Launch Plan
Platform Choices
Online
Offline
Production Budget
CONCLUSION
Project Management Breakdown
References
Appendixes

4
The client goal is to create awareness and interest for 3Split. This
should generate leads for 3’s sales departments. The client would like
a measurable campaign that connects all media channels and has an
online platform that ties everything together.
The purpose of the campaign is to get companies interested in the
product and make them want to contact 3 – either through phone,
email or a web form.
3 would like to portray that they are dedicated to corporate business.
They wish to signal competence, professionalism and confidence,
while being fresh and daring at the same time.
CLIENT GOAL
INTRODUCTION

5
or…?”. The question will create interest to find out what is the solution.
The message of the picture is to show what could an employee do
while being on the company phone bill. The intention of the campaign
is to root fear and suspicion in the employer to lead them to thinking
over their current telecom solutions. Then the second part of the cam-
paign showing the ideal solution is supposed to make the employer
secure yet getting the most of providing its employees with a compa-
ny paid phone/bill. It is important to show them that providing his/her
employees with a work phone is beneficial but it has to be well thought
through by using 3Split for example.
For the offline part of the campaign, adverts for 3Split will be printed in
business magazines and newspapers such as “Børsen” and “Jylland-
sposten”. They will be presented as interactive insert ads where the
viewer has to rip the ad in order to find out what’s inside.
Articles and press releases will be written about 3Split to create con-
tent marketing. Outdoor billboards in the larger Danish cities will also
be used to draw attention to the 3Split campaign. Taxis will also be
used to advertise by decorating the taxis with ads for 3Split.
Furthermore, direct mail packages will be sent out. The packages will
contain a brochure about 3Split and its advantages. Also included will
be an actual 3Split bill. A double layer bill. The top layer is transparent
and while the two layers are placed on top of each other the “whole”
bill will be displayed, but when the viewer lifts the transparent top layer
To create awareness and interest for 3Split, a campaign will be created.
8 photographs of different situations will be produced for the cam-
paign. Each photo will have an opposite photo that shows what the
situation would be like with 3Split – a much more ideal situation. First
the ideal situation picture is covered displaying a message that started
from the left side (“Are you paying for that?”) “...or…?”. In order to find
out the solution there will be a “Rip here” indicator to hoover the online
ad or rip the offline ad. When the viewer has “ripped” the ad in to, there
will appear the ideal situation with promotional and descriptive text
about the product. The series will include 4 scenarios.
1st scenario: An employee is on the work phone, talking to his girlfriend
during office hours. - Opposite photo: The employee is talking to the
marketing department on the phone.
2nd scenario: An employee is getting on a bus, buying a bus ticket via
the work phone that the company pays for. - Opposite photo: The em-
ployee is taking the bus and at the same time checking work e-mails.
3rd scenario: An employee is watching ‘Vild Med Dans’. He’s voting for
his favourite contestants using the work phone. - Opposite photo: The
employee is replying to business-related emails while watching ‘Vild
Med Dans’.
All of the photos will drive the attention to the “Are YOU paying for this
CONCEPT DESCRIPTION
THE CONCEPT

6

7
the “personal” expenses disappear from the bill, leaving only the work
related expenses. This is to illustrate how much money the companies
can save; by splitting the bill, they only have to pay the work related
usage. An old calculating tool will also be included in the package.
The idea is to refer to the conventional way of administrating bills as
the past and the 3Split method as the future. So if the company is not
ready to make the switch to 3Split, they might as well go back to using
an ancient tool. A piece of paper attached to the Abacus will say, “If
you’re still not convinced, keep using this” (Hvis du stadig ikke er over-
bevist, så fortsæt med at bruge denne).
For the online part of the campaign, rich media banners will be placed
on Politiken.dk, Borsen.dk and EPN.dk. As well there will be used
GoogleAdwords to target the campaign to a certain audience. A cam-
paign banner on www.3.dk/business will be used to draw attention and
link to the 3Split product site. 3Split’s current landing page will also be
improved. Content marketing will be created by popular bloggers with
relation to the industry, who will be blogging about 3Split for example
Essens - CIO nyhedsbrev. LinkedIn will be used to advertise via the
feature “Ads you may be interested in” – an ad for 3Split will appear in
the sidebar of LinkedIn. The ad will only be seen by people that Linke-
dIn deem relevant. This way, there is a lower risk of bothering people
who it is not relevant to. A 3Split advert image will also be used as a
cover photo on 3’s LinkedIn account.
The tag line of the campaign will be: 3Split your bill in two (3Split din
regning i 2).

8

9
After our insight report and research of 3Split’s landing-
page, we decided to evaluate their wireframing and layout
for the purpose of making it more informative and visually
efficient for their potential customers. People do not want
to look for information in more than a few seconds, so it is
highly important that the potential customers can find the
information and the things, that makes 3Split the most suit-
ed solution to their companies problem.
Their original and current layout is very minimalistic,and
as the article linked above says is, that customers are not
willing to spend too long searching for informations, so we
decided to change their current wireframing to be more
compact. Everything has been moved closer, and we de-
cided to put the video on top before the key features, since
they are described in the youtube video about 3Split.
Landing Page

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The 3Split awareness campaign will be launched from the week 6 in
2014. The campaign will continue for 8 weeks. The first milestone is
the launch of the campaign when all the banner ads will be displayed
online and the landing page on 3Split product page will start working.
The landing page and online ads will be ran throughout the campaign
period. Together with the online banner ads there will be run outdoor
billboard adds near biggest highways leading to the biggest cities in
Denmark for 4 weeks.
Starting from the 3rd week of the campaign (week 8) there will be also
ran taxi banners for 4 weeks. Starting from the second week of the
campaing there will be sent out direct mail promotional packages to
target companies, this time point was chosen because then the people
recieving the package might have been exposed to the online adds or
outdoor banners already so they can create connections in their mind
about the product.
Throughout the campaign there will be ran print insert advertisements
in industry magazines and newspapers. In addtion to that there will be
launched blog features by business bloggers reviewing the product in
the beginning of the week 7 of the campaign.
LAUNCH PLAN
Week 1/6 Week 2/7 Week 3/8 Week 4/9 Week 5/10 Week 6/11 Week 7/12 Week 8/13
Feb. 2014 Mar. 2014 Apr. 2014
Landing Page
Online Banners
Outdoor Billboards
Taxi Banners
Direct Mail Packages
Offline Print Ads
Blogger Reviews

11
The campaign will be run both on online and offline marketing plat-
forms. The online platforms consist mainly off online rich media ban-
ners. The banners will be placed on business news sites and industrial
sites such as politiken.dk, mobilsiden.dk, borsen.dk, epn.dk. The chan-
nels were chosen based on the findings of the user research.
In addition there will be run some Google AdWords to display adver-
tisements straight to the target not dependent on the site. There will be
run a LinkedIn ad on the same premises.
The campaign foresees that we retouched the current 3Split product
site to make it more appealing for the customer and make it easier for
them to opt in.
As we concluded from the research content marketing is gaining in
importance in B2B marketing so it would be advisble to contact some
bloggers to write feature articles about the product.
As direct marketing plays a vital part of the B2B marketing the cam-
paign will include direct marketing such as direct mail. Especially, as it
appeared from the interviews direct mail and e-mail are efficient ways
to catch business customers’ attention.
In addition there will be ran insert print ads in relevant magazines and
newspapers.
In order to target the desicision makers outdoors there will be ran
outdoor banners near highways close to big cities where the business
people living outside of the cities can be exposed to the campaign. In
addition the campaign will use taxi advertisement banners. As taxies
are mainly ride by business people, it would be a good way to display
the campaign to the target group and catch their attention.
PLATFORM CHOICES
Online Media
Offline Media
ONLINE OFFLINE
Direct Mail
Billboards
Taxi Ads
Magazine/
Newspaper
Ads
LinkedIn Ads
Content
Marketing
Banner Ads

12
THE BUDGET

13

14
We made a milestone schedule to get an overview for milestones and deadlines through the process of the project. The milestones were
made early in the creative phase, so that corrective actions could be taken into account if problems arose. The schedule also provides a great
insight into the state of the process and what the other group members are doing.
PROJECT MANAGEMENT BREAKDOWN
First Week - Insight Report
MON. TUE.
Radiator Interviews
performed
3Split brief
WED. THU. FRI.
Interviews
analysed and
interview
layout
Presentation
lecture
SAT.
Proofreading Proofreading
SUN.
Find groups to
do collective
interviews
Group brief Analysis done Future
possibilities
Insight report
layout
Interview
questions
formed
Additional
future
possibilities
Conclusion Insight report
hand in
Problem area
and formulation
defined
References
done

15
Second Week - Solution Report
MON. TUE. WED. THU. FRI.
Concept
development
Production
budget
Budget lecture Pitch test Pitch
Concept
description
PresentationGenerating
ideas
Implement pitch
feedback
Launch plan and select
platforms
Solution report text
done
Concept
development
Digital elements ready
SketchesPossible B2B channels Solution report layout
RadiatorSketches Solution report hand in

16
In the beginning of the process we defined areas of responsibility for each member of the group through the project. The devolution of respon-
sibility was based on each individual’s abilities and qualifications in specific areas.
Role Allocation
RESPONSIBILITY NAME TASK
Aleksandra Shows or clarifies the relationships among various ideas and suggestions,
tries to pull ideas and suggestions together or tries to coordinate the activities
of various members of sub-groups.
The coordinator
Michelle Asks for clarification of suggestions made in terms of their factual adequacy,
for authoritative information and facts pertinent to the problem discussed.
The information
seeker
Shazam Asks primarily for a clarification of values pertinent to what the group is
undertaking or values involved in various suggestions that have been made.
The opinion seeker
Andreas States subjective belief pertinent to a suggestion made. The emphasis is on
what he or she believes should be the groups view of pertinent values,
not primarily upon relevant facts or information.
The opinion giver
Cristina Spells out suggestions in terms of examples or developed meanings, offers a
rationale for suggestions previously made, and tries to deduce how an idea or
suggestion would work out if adopted primarily upon relevant facts or information.
The elaborator
Dovile Prods the group to action or decision, attempts to stimulate or excite the group
to “greater” or “higher” quality activity.
The energizer
Christina Suggests or proposes new ideas to the group. Offers a novel point of view
concerning problems, procedures, goals, or solutions.
The initiator

17
Identifying and managing project risk is about identifying and managing risks when working with projects.
A risk is any factor that may potentially interfere with successful completion of the project. A risk is not a problem. A risk is a recognition that a prob-
lem might occur. By recognizing potential problems, the project manager can attempt to avoid these through proper action.
KEEPs - Good time management, good communication within the group, we had a nice working atmosphere in our group.
TRYs - We failed carrying out the poject breakdown and IN/OUT table so should try working on it harder next time.
Project Risk
RISKS CAUSES CONSEQUENCES
Lack of
commitment
Lack of understanding
the task
Unprepared
Illness / private
issues
Homework / lack of
understanding the task
Absence
Absence Less time for project work
and ekstra time used for
brief
Showing up late
Lack of
commitment
Poor solutionLack of
competence
Individual
commitments
Ekstra work for remaining
group members
Conflicts and
annoyances
Prioritization of
time and needs
Deadlines not reachedWork and
personal
activities
PROBABILITY
Medium
Medium
Medium
Low
Medium
Medium
FACTOR OF RISK
High
High
High
Medium
High
High
ARRANGEMENTS
Delegations of tasks
Notified 1 day ahead
1 group member briefs
the one being late
Instruction from
teachers
Everyday meet up
Communicated in
the beginning of
each week

18
1. http://danskbilreklame.dk/
2. http://politikenannoncer.dk/upl/16643/Tekstsideannoncer01012013.pdf
3. http://www.jpannonce.dk/priser_2013.php
4. Calc: http://www.aliexpress.com/item/SVC326-New-Office-Business-Calculator-Bigh-Display-Screen-P-
key-8-Digit-Enectronic-Beep-Sound-Calculator/1164158707.html
5. http://www.jpannonce.dk/priser_2013_online.php#thumb
6. http://www.deslabels.dk/files/kataloger/sejlere/flid_havne_2013.pdf
7. http://www.amino.dk/wikis/erhverv/hvad-er-cpm.aspx
8. http://ipaper.ipapercms.dk/AfaJCDecaux/Prisliste/prislisten2013/
9. http://www.lasertryk.dk/produkter/dat/loesblade/priser-paa-losblade.aspx#0
10. https://www.postdanmark.dk/da/Documents/Priser/Erhvervsbreve-0.pdf
11. http://www.alibaba.com/product-gs/584351447/made_in_china_custom_LOGO_printed.html
REFERENCES
Sources for the Prices in the Budget

TEAM_8_Semester_1_Project_2_Group_11_Solution_Report

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