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The BRIEFING PROCESSClient informationVolo VitaminsContact detailsVolo Vitamins LLC229 East 85th Street - PO Box 1614 New York, NY 10028-1614+855 VOLO People involved in the projectName: Tori KnodellPosition: Brand ManagerPhone: 630-636-9966Email: victoria.knodell640@topper.wku.eduName: Amber WaggonerPosition: Creative DesignerPhone: 270-202-8309Email: amber.waggoner748@topper.wku.eduName: Tre ChapmanPosition: Creative DesignerPhone: 502-418-1633Email: devantre.chatman794@topper.wku.eduName: Tyler ButlerPosition: Creative DesignerPhone: 270-668-4799Email: tyler.butler442@topper.wku.eduOrganization profileProvide a brief background or history of the organization.Volo Vitamins was founded in 2012 by a man (who’s name does not appear anywhere) and his children’s pediatrician. He wanted to create a vitamin that contained everything his children would need, without the use of added sugar. This product is all natural, gluten free, and contains no nuts. It is a dissolvable drink powder that is an alternate to a pill or gummy vitamin.Project informationBusiness needWhat do you want produced during this project?Our project involves entirely rebranding Volo Vitamins. We want to completely revamp the website to become user friendly and educate potential customers, we want to remodel the box the product comes in, and create an awareness campaign for the product to get its name out there. Volo Vitamins has been around since 2012 and has a very limited online presence. It currently has zero reviews on The Vitamin Shoppe’s website.Customer or user benefitsHow do customers or users benefit from the product, service or initiative?Our goal is to make this extremely user friendly. By altering the website and design of the box for the product, we hope to simply Volo Vitamins and create a desire to purchase. Currently, the website offers prices on the home page, but doesn’t develop a story. We want to make Volo Vitamins more than a drink. We want to add it into people’s lifestyle.That will be featured in this project?We want to showcase the many benefits of the Volo Vitamins product. We also want to help the user differentiate between the 3 categories of their product: Volo Kids, Volo Wellness, and Volo Energy. We plan to tell a story on the home page of their website and carry that story throughout the rest of the site. We will be simplifying what they currently have.Support For Benefit ClaimsWhat supporting evidence can you provide for the benefits mentioned in?There are a number of testimonials provided throughout various websites, one being YouTube. There are also facts to back up the benefits of each ingredient in Volo Vitamins in various nutritional books and on various nutritional websites. The combination of the two helps to showcase why people need Volo Vitamins in their lives._____________________________________________________CompetitorsHow do your competitors' products / services / initiatives compare withYours?Crystal Light Energy is extremely affordable and gives people a boost of energy for only 5 calories, just like Volo Energy. Unlike Volo Energy, Crystal Light charges around $2 for a pack of 10. Their price is definitely an advantage. Volo, however, has a lot more nutritional value---which they need to showcase.Emergen-C is a product very similar to Volo Wellness in nutrients. Their products come in both an adult version and a kid’s version. Their prices still remain lower than Volo, with a 30 pack being around $10. This product, however, contains a great deal of added ingredients. It is not all natural, and has added sugar. It is also 25 calories, higher than Volo. This product has a fantastic home page to their website and is more well known to people.Gummy Vitamins are another competitor of Volo. Kids enjoy these because they are quick, taste great, and it’s like they’re eating candy. We’ll use the Alive! Brand of gummies as the example. With these, they have a number of different types of gummies for both children and adults. They come in a 30-day supply for around $12. This is still cheaper than Volo. These are 25 calories and have added sugar. These are made with more whole fruits like Volo.Current Brand IdentityWhat is your organization’s current image in the marketplace?Currently, Volo Vitamins isn’t making much of an impact within the marketplace. This product can be purchased online, but is only sold in stores in a few geographically concentrated areas. Volo’s image (that we perceived) was they are a very young company who hasn’t done much to market themselves. They carry a good product because it’s all natural, gluten free, and nut free but it needs exposure._____________________________________________________Desired brand identityHow do you want your organization to be perceived?We want Volo to have top of mind brand awareness when it comes to vitamins. We want people to switch from their everyday vitamin to something drinkable and all natural. We also want people to know the story behind our product because it’s a good one._____________________________________________________Key messageWhat is the single most important point or overall impression that theViewer should remember after viewing this project?People should clearly be able to understand the benefits of Volo Vitamins and why they are important to incorporate into your daily routine._____________________________________________________Design preferencesDo you have any preferences about design elements (e.g. color’s?Images, shapes, fonts) that should or should not be used in this project?We want to eliminate the current font the company is using for their logo and their website. We also want to add more color to the box’s current design to help differentiate between Volo Kids, Volo Wellness, and Volo Energy._____________________________________________________BudgetWhat is the approximate budget for this project?We do not have any sort of budget for this project. If presenting this to Volo, we would arrange to have some sort of paid SEO’s and would incorporate the promotion plan we have into the budgetConstraintsCan you identify any practical constraints that will impact upon this?A constraint we have when working with this project is we do not have Volo Vitamins and have never tried them. Based on where we’re located geographically, we would have to purchase the packets online and we did not have the money to do so for the project. Web or cd projectsTarget computer systemsThis project would require the internet and needs to be accessible on all mobile platforms including computer, tablet, cell phone, etc.Project objectivesWhat are the objectives of this project?Rank the objectives according to the importance you place on them.1. We want to give Volo transparency and personality2. We wish to raise market awareness with our Volo Campaign3. We want to make the website more interactive and focus on the benefits each ingredient within the product gives the customersTarget audiencesWho are the target audiences for this project?The target audience for this campaign is active men and women from the ages of 18-49. We chose this target based on research of who Volo is currently trying to reach and are adjusting their current website and box to fit this target.Product, service or initiativeDescribe the product, service or initiative that will be featured in thisProject. Provide specific details such as its features, how it is used or whatIs unique about it.We have listed each and every benefit of the fruits and energy ingredients Volo offers and placed them in an easy to read area on the website. We want to stress the importance of the vitamins and minerals within Volo. We also want to raise awareness and gain feedback on the product. We plan to do so with a promotional campaign that will be showcased on all platforms of social media, as well as the website. What we’ll ask for is a video of why someone needs Volo in his or her life. With that, we’ll listen! We will send out 3 packets of Volo to them---one of each type. What we ask is the customer will tell us what they think afterwards and we want honesty. If they don’t, they’ll be charged for the shipping. With this we are hoping to reach out to the people who are going to be interested in the product. If we’re sending it to them, this means we will know where they live. This will help hone in on the age, gender, and geographic locations of these individualsAlso, if they send a response then we can know why customers truly enjoy Volo. We’ll gain honest insight on what they liked, didn’t like, and everything in between. This will add to transparency of the product (which people love and Volo is lacking in right now) and can help with promotions in the future._____________________________________________________Web pages or screensHow many web pages or screens do you estimate will be included in this?Project?We plan to have one website included in this and it will have six different tabs on the website: Home, About Us, Benefits, Products, Shop, and Contact Us.Describe the function of each web page or screen.Home, About Us, Benefits, Products, Shop, and Contact Us.Home Screen---this will paint a picture of why everyone needs Volo. It will have the story behind Volo and really showcase how it all startedAbout Us---This will include their mission statement, why they care, and some imagesBenefits--- This will include all of the benefits of each ingredient in the product and how it helps the body as a wholeProducts---This will showcase the 3 different products, show their flavors, give a description of them, and how each of them differs. No prices will be listed hereShop---This is where people will be able to purchase the Volo Vitamin packsThere will also be a section titled “FAQ” and will cover those in thereContact Us--- This section will have a spot to send their customer service center an email, it will have their address and phone number, and places one can locate Volo Vitamins_____________________________________________________TextDescribe the text that your organization will supply for inclusion in thisProject.__________________________________________________ImagesHow many images (photographs, illustrations) do you estimate will be?Included in this project?There will be as many images as we need to accomplish our goal on this website. _____________________________________________________How many of these images will your organization supply?We will not supply any of these images. Volo will provide them all._____________________________________________________AnimationsHow many animations (GIF, Flash) do you estimate will be included in this?Project?We can link the positive videos to the website. We will get these from people through social media. (All of this is mentioned below under video)_____________________________________________________Describe the subject and approximate duration of each animation.These videos will range anywhere from around 4-15 seconds_____________________________________________________AudioHow many audio clips (music, commentary, sound effects) do youEstimate will be included in this project?N/A_____________________________________________________Describe the subject and approximate duration of each audio clip.N/A_____________________________________________________How much of this audio will your organization supply?Any required audio that your organization does not supply will have to beLicensed or created from scratch.N/AVideoHow many video clips do you estimate will be included in this project?There could eventually be a video generated by Volo for the promotional campaign but we are not actually creating one. We encourage users to tag Volo in their videos on social media for the campaign, and Volo will be able to pick the videos they like from their users to place on their website._____________________________________________________Describe the subject and approximate duration of each video clip.These clips will be Vine and Instagram length videos, averaging anywhere from 4-15 seconds.__________________________________________________________________________________________________________How much of this video will your organization supply?N/A_____________________________________________________ScriptsDescribe any scripts (JavaScript, Flash, PHP) that you imagine will beRequired for this project.N/A_____________________________________________________DatabasesDescribe any database tables that you imagine will be included in thisProject.N/A_____________________________________________________Which of these database tables will your organization supply?Any required database tables that your organization does not supply willHave to be created from scratch.N/A_____________________________________________________Electronic commerceDoes this web site need to accept online payments?Yes, people are able to purchase Volo Vitamins directly from their site._____________________________________________________If this web site needs to accept online payments, what will visitors bePurchasing?Visitiors to the site will have the ability to purchase a wide variety of flavors and packs of Volo Vitamins. The flavors are citrus, burst, berry, orange, and mixed. The packs come in a variety of different sizes._____________________________________________________Web hostingIs web hosting required for this project?We will be using Volo’s current website for this and making adustments that way____________________________________________________If web hosting has already been organized for this project, what is theHosting organization’s name and web address? _____________________________________________________Domain nameIf domain name registration is required for this project, what is yourPreferred domain name?Volo VitaminsSearch engine optimizationWhat key words would people use to search for your site on the web?Vitamins, Volo, Fitness, Health, Energy Drink, Packet, Hydrate, Eco-Friendly Vitamin, All-natural, Gluten-free, Nut-free_____________________________________________________ ................
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