stage 2 image selection

Identifying the change you want to effect

Describing the visual campaign goals in behavioral terms (action verbs)

Describing the project goals and metrics of success

identifying the target audience: Whom are you reaching? Identify culture, demographics, psychographics. Provide analysis of research and links to

Create a page break after the Stage One – Design brief section.

Create a “Stage 2: Image Selection” header at the top of the document and do the following:

Statement of campaign goals in measurable terms

Create a separate page for each image you choose and include the following:

For each image you find, provide the URL from where you found it.

For each image you find, describe how each image might convince a market segment

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Withings Body Scan Campaign Launch
Olamide Olautnji
University of Maryland Global Campus
Comm 207
02/22/2023
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Withings Body Scan Campaign Launch
Company Overview
Withings is a health technology company that provides products and services to help people
reach their health and wellness goals. We offer digital health trackings solutions like connected
devices, apps, and services. Our products include activity trackers, scales, sleep monitoring
systems, blood heart rate, and pressure monitors.
Project Description
The Withings Body Scan Campaign Launch will be an integrated marketing campaign that
combines online, print, and broadcast components. The campaign will feature a series of videos
showcasing our products and services and interviews with experts and influencers discussing the
benefits of using our products. We will also create a landing page on our website to provide more
information about our products and services and to drive sales.
Message: Our message for the Withings Body Scan Campaign Launch is “See where you could
be.” We want to encourage people to use our products to help them reach their health and
wellness goals.
Changes to be made
Creating a positive public perception of our brand and increasing consumer engagement with our
products and services is a targeted implementation plan. Consumers should be able to see our
products as valuable tools to help them achieve their health and wellness goals.
Visual Campaign Goals
The goals of the Withings Body Scan Campaign Launch include the following:
•
Inform consumers about our products and services
•
Demonstrate how our products can help people achieve their health and wellness goals
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•
Engage consumers in our brand
•
Drive sales of our products and services
Project goals
The Withings Body Scan Campaign Launch aims to raise awareness of our products and services
and increase consumer engagement with our brand. The campaign will serve as a basis for
showcasing the products, services, and technology. The aim is to demonstrate how the products
can help people achieve their health and wellness goals. Also, the campaign must drive sales and
increase income generation potential.
Metrics of success for this campaign include:
•
Web Traffic:The goal is to increase web traffic to our website by promoting the products
and services on our website. This goal is also achievable by directing consumers to the
website via our broadcast, print, and online campaigns.
•
Product Sales: We want to increase product sales by showcasing our products and
services and demonstrating how our products can help people achieve their health and
wellness goals. We will also use promotional offers and discounts to drive sales.
•
Brand Visibility: We want to increase brand visibility by promoting our products and
services through broadcast, print, and online campaigns.
•
Social Media Followers: We want to increase our social media followers by creating
engaging and informative content and promoting our campaigns and products on our
social media channels.
Target Audience
Health and wellness enthusiastsand tech-savvy individuals are the primary audiences. Also,
people looking for tools to help them achieve their health and wellness goals are a good target
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audience. These individuals are typically between the ages of 25 and 44 and are primarily
female. They are likely to be educated and affluent and value convenience, technology, and
health. They will likely be active on social media and use online tools to track their progress.
They are also likely to be engaged in health-related activities such as fitness, nutrition, and
mindfulness.
Research analysis
According to Shahbandeh (2019), the potential target audience for body scan visual campaigns is
typically savvy individuals looking for tools to help them reach their health and wellness goals.
They will likely be educated, and affluent and value convenience, technology, and health. They
are actively involved in social media and use online tools to track their progress. Besides, they
often engage in health-related activities such as fitness, nutrition, and mindfulness. Shahbandeh
(2019) also shows that the target audience is primarily females between the ages of 25 and 44.
Link to research:
https://www.statista.com/statistics/252839/age-group-of-people-interested-in-health-fitnessproducts/
Ideas on how you to speak to the audience visually
1. Use vibrant colors to draw attention to our products and services and convey energy and
vitality.
2. Incorporate health-related symbols and icons to convey that our products and services can
help people achieve their health and wellness goals.
3. Use images of people using our products to illustrate how our products can help people
reach their goals.
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4. Create visuals that are simple and easy to understand to appeal to our tech-savvy target
audience.
5. Use a modern and clean design aesthetic to convey that our products and services are
innovative and cutting-edge.
Ideas on how to create a sense of visual unity or continuity
1. Use a consistent color palette throughout the campaign to make sense of visual unity and
continuity.
2. Utilize the same font across all visuals to create a sense of cohesiveness.
3. Incorporate the same symbols and icons throughout the campaign to create a unified
visual style.
4. Stick to a consistent design style, such as minimalism or flat design.
5. Create images and visuals that are consistent with the message and overall theme of the
campaign.
Budget
The budget for the Withings Body Scan Campaign Launch is $15,000. This budget will be used
to advertise and promote the campaign, including print and digital advertising, social media
campaigns, and other promotional activities.
Timeline
The Withings Body Scan Campaign Launch will begin on January 1st and run through April 1st.
During this time, we will actively promote our products and services and drive sales.
Evaluation
The success of the Withings Body Scan Campaign Launch will be evaluated based on the
following metrics:
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•
Number of products sold
•
Increase in website traffic
•
Number of social media followers
•
Number of mentions on social media
•
Increase in brand awareness
We will also evaluate the campaign’s success based on customer feedback and reviews.
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References
Shahbandeh, M. (2019). Annual payroll income of the U.S. forest products industry 2018.
Statista. https://www.statista.com/statistics/252839/payroll-income-of-the-us-forestpaper-and-packaging-industry-2012/