Part Two
Marketing Strategy
01.
DESIGN GUIDELINES
B. J. Fogg Behavior Model, Persuasion Theory
02.
POSITIONING
By doing branding positioning, we can find a marketing gap for CoCook and fulfill the unmet needs of the customers. Furthermore, it would be easier to establish the distinctive brand image of CoCook to target customers, and helpful for future advertising and persuasion.
CoCook
03.
PERSONAS
In an effort to understand the potential user for the CoCook service, four interviews were conducted with students from the college of Design, Architecture, Art and Planning at the University of Cincinnati. They have the background of design, electrical engineering and mechanical engineering.
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A series of spectra are used to create three personas from three or more interview responses. Here, four interviewees are placed in each spectrum based on their insights. Since Interviewee 1 and Interviewee 3 are close to each other on the spectra and on the same scale twice, they can be considered as similar persons and represented by one persona. Interviewee 2 and Interviewee 4 have no overlay; they are represented by two different personas.
04.
CUSTOMER
JOURNEY MAP
The three personas are introduced to customer journey map to simulate the users’ behaviors and thoughts when they are experiencing the service. As outlined below, five stages are included in this journey map:
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Awareness, Consideration, Engagement, Evaluation, Retention.
05.
MARKETING FUNNEL
& LEAD NURTURING PLAN
Throughout the whole process from awareness to retention, the number of leads becomes smaller. After the service provider posting their advertisements, there would be a lot of people take the first step. Then, some people drop out in every step. So, the population becomes smaller and smaller. The people at the bottom of the funnel become long-time users.
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