PROTOYPE - NEWSLETTER
PROTOYPE - BLOGPOST
TENT-POLE STRATEGY

PROTOTYPE 1

NEWSLETTER

The idea is to create a medium to let PEOPLE know what we have found out and achieved (together). To make them understand the value of their opinion beyond the incentive.

TITLE

quo PEOPLE’s Digest

FORM

NEWSLETTER

DURATION

3-4 minutes reading time

  • CONTENT

    The Newsletter brings research results and deep dives into the respective topics directly to the panelists.

  • USP

    The content audit showed that no other German speaking panel plays back their findings via newsletter, giving quo PEOPLE an immediate edge of the competition.

  • REASON TO BELIEVE

    Presenting the results of surveys in which participants have taken part (by mail) is not only desired by panelists, but also helps build trust in the brand.

5-LINER

quo PEOPLE’s Digest is a monthly newsletter that covers current topics, surveys and updates on the platform.

What do PEOPLE think about... well, everything: tourism, Corona, politics, mobility, ice cream or space - and how does every single statement shape the future for all of us?

quo PEOPLE’s Digest tries to educate, empower and entertain its readers about the value of their opinion.

SEGMENTATION

HEADER

  • monthly changing
  • introduces current topic(s)
  • always in the CI colour palette
  • quo PEOPLE Logo

INTRODUCTION

First  text-container state the mission of quo PEOPLE with monthly changing links on the following categories:

    • Discover Results
      • leads to all survey results
    • Create Tomorrow 
      • shows future-themed or big-picture content
    • Inspire Change
      • links to an in depth explanation about a research-topic

MAIN BODY

    • Short Editorial
    • summarizes the most interesting surveys
      • more like a teaser with most important outcomes
      • emphasising the numbers to catch the eye
    • company updates/ notifications if necessary

CALL TO ACTION

    • links to 2, 3 or 4 in detail descriptions
      • Pictures or info-graphics

FUN FACT

  • One related or unrelated fact about the community
  • Something the reader can tell their friends about

RELATED TOPICS

  • further informations to the main topics
  • other study results or relevant content
  • Picture and short teaser to generate interest and increase click-through-rate

FOOTER

  • Socials
  • Legal notice
  • Contact information
  • Link to unsubscribe

PROTOTYPE 2

BLOGPOST

TITLE

quo VADIS

FORM

INTERACTIVE BLOG

DURATION

5-6 minutes reading time

  • CONTENT

    quo Vadis paints pictures of the future. As interactive blog, the reader decides what the future holds for them in their personal scenario.

  • USP

    quo PEOPLE’s competition does not use their data to cater to their panelists that way. By filling this niche, we can acquire brand authority in the domain.

  • REASON TO BELIEVE

    Text is what the target audience prefers above all other forms of content. Mixing that up with the direct feedback of an interactive component helps to emphasis the impact of all three established content themes.

5-LINER

quo VADIS is a format of blogposts dealing with current issues and all areas of life, exploring the unknown but inevitable: our future.

It is inherently mysterious and obviously uncertain, but it is also made of conscious choices and collective consequences... and that's what we can work with.
By collecting data, research is able to formulate different paths, predict possible realities, show the need for action and provide bases for decision-making.

quo VADIS dares to ask the questions of what is and what if.

SEGMENTATION

HEADER

  • changing with every issue
  • introduces current topic(s)
  • always in the CI colour palette
  • quo PEOPLE Logo

OPENING

First text-container states the mission of quo PEOPLE and relates it to the topic at hand of the blog post.

Shortly describes how to read the blog with the possible choice up ahead in mind.

MAIN BODY

    • The actual blog post
    • Slider/toggles to operationalize the possible outcomes

CALL TO ACTION

    • links to 2, 3 or 4 in detail descriptions
      • Pictures or info-graphics

INTERNAL LINKS

  • further informations to the main topics
  • other study results or relevant content
  • Picture and short teaser to generate interest and increase click-through-rate

FOOTER

  • Socials
  • Legal notice
  • Contact information
  • Link to subscribe to newsletter

CREATING BUZZ

TENTPOLE STRATEGY

The Tentpole Strategy is set for 2023, as the full Content and Media Strategy is expected to be completed towards the end of the third quarter of this year. In order to plan the concrete implementation of the individual measures within the company, to determine resources and budget that do not yet exist, and to make the necessary preparations, a few weeks must be scheduled.

Though quo PEOPLE has never tried to develop a long-term strategy to boost promotional activities, defined in terms of time and content is a suitable approach to change this. Since just about any event or topic lends itself to the creation of a survey, the challenge is more about turning the results into a coherent message and telling a story at a pace that makes sense for its audience.

Each of the Hero contents planned for the major tentpoles is to mark the highpoint of a thematic hub content campaign:

TENTPOLE 1

Data Privacy

The European data protection day is an occasion that is otherwise not yet utilized in the public eye. quo PEOPLE will use is as vehicle to talk about the service, focus on the theme of we, today and the topics that play a role in the now of everyday life.

TENTPOLE 2

Earth Day

Earth marks the high point of a campaign surrounding the described theme future. It is the ideal occasion to talk about the future world we want or don’t want to live in.

TENTPOLE 3

State Selection

The State selections are one of the few times quantitative research is more heavily featured in the media, making it our chosen tentpole to talk about the theme research, why it’s important and how a single voice can have impact.

TENTPOLE 4

New Years

At the end of the year quo PEOPLE will release a magazine reviewing the years developments and trends. It contains the most popular topics gathered from the community.

LET's EXPLORE SOME MORE...

BACK TO OVERVIEW
CREATIVE DIRECTION
GO TO TOP
DEBRIEF