Due Next Week: Your Audience Strategy

Next week is our first of a few graded check-ins on your site. Driven by our guest speaker last week, it is a check in that’s centered around the audience/community that you hope to engage with your site.

Next week we will have presentations and you will turn in a report. Your report and your presentation should encompass:

presentation & report

Who is the audience you’re targeting?
— what age/gender/etc are they?
— what do they do, both for a living and also for fun?
— what are their hopes/dreams?
— why are they interested in the things they’re interested in?
— where do they go? (both in real life and online)
— why are they a part of the community(ies) they are a part of?
— what will they gain by visiting your site?
Give three specific examples people, complete with photo documentation. For your written report, write a short profile of each person.

Where is the community that already exists around your site’s topic?
— where do they go online?
— where do they go in the real world?
— what do they do when they’re there?
For both locations, please cite three specific examples of each (both virtual and real), explain the motivation your audience/community has in going to those places, their activities once they are there and what you can learn from these things to apply to your site. For the real-world place, please include photo documentation of your visit there: show us your community “in the wild”.

Who are the influencers in your space?
— identify five people who help to drive interest and people towards other sites, places, and concepts within your topic space
— talk with two of them (this can be a virtual conversation over Twitter, e-mail, or wherever)
— where do they go online? Why do they go there?
— what do they feel are the needs within your space?
— what leads them to recommend certain things?
— why do they believe they’re influencers?
In your report, be prepared to explain why you’ve identified these people as influencers.

Who are your competitors?
— give three specific examples and list their Google PageRank score
— how are you different?
— what are they doing right?
— what are they doing wrong?

What keywords are people searching within your space?
— how can those keywords influence your content?

Bring it all together
With all this information about your audience/community, explain how you will reach them and engage them with your site.
— three specific online examples
— two specific real-world ideas

Your report will be handed in, but please paste a copy in the comments section below. Be sure that every member of your team signs the report.

Slides

You will make a number of slides for this presentation. You will upload them to the photo-sharing site Flickr. Flicker will automatically make a slideshow of your photos, though it’ll help if you arrange them in a set so you can reorder them as you see fit. Your slides need to cover:

  1. Intro to your site with a one-sentence description
  2. Your audience defined, with photos
  3. Their community defined, with images of them in the locations you identified
  4. The influencers in your community
  5. Your competition
  6. The keywords around your space
  7. A slide for your conclusion

Your slides can contain as much information as you want (though remember: less is often more, you will be talking along with them), but need to cover these eight points. Link to this slideshow on the class blog (unfortunately, this install of WordPress won’t let them embed)

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6 responses to “Due Next Week: Your Audience Strategy

  1. DIY Incubator Report

    Three crafters that we have profiled are Beth Doherty, full-time crafter; Stefanie Dean, Columbia College graphic design student; and Tricia Kennedy, owner of Nana’s Knitting Shop in Oak Lawn.
    Beth Doherty is a full time crafter who lives in Oak Lawn, she graduated from Columbia College in 2002 with a degree in Fine Art. As a crafter she was one of the first to open an account on Etsy and was their first featured seller. She also wrote a craft book called Amigurumi, about knitting stuffed animals (apparently this trend is huge in Japan).
    Stefanie Dean is a Columbia College student majoring in Graphic Design. She considers herself to be an intermediate crafter, spends hours making crafts and is always on the look out for new ideas.
    Tricia Kennedy is the owner of Nana’s Knitting Shop in Oak Lawn, which she opened three years ago. It has become a neighborhood staple for knitting supplies and classes and has become a place where local knitters can always be found. When she was young, her grandmother taught her to knit and she has loved crafting ever since. She opened her store, which was named in honor of her grandmother, to be able to foster a sense of community among crafters within Oak Lawn.

    The Audience we are targeting:
    What age/ gender are they?
    Our site would be targeted towards an audience that is predominantly female and between the ages of 16 to 35. (Those interviewed are between 21 and 45).

    What do they do for a living and for fun?
    In terms of livelihood, they range from students to working professionals. One of the major hobbies that they have in common is crafting. Though they may be at different skill levels, they share an interest in DIY culture because it gives them a sense of accomplishment in being able to create something handmade and it also allows them to connect with other crafters.
    For example, Stefanie will come into contact with other crafters, whom she loves to meet and discuss art with. She will also get ideas, find links, and satisfy a natural curiosity about people who are doing what she is doing.

    Where do they go in real life and online?
    Some of the places that crafters often gather are craft shops (especially ones that offer classes), neighborhood knitting/sewing groups that hold weekly meetings, boutiques that sell DIY goods, and craft fairs. Many of these places try to engage crafters by building a personal connection with them, in a sense everyone knows one another and are more inclined to reach out to others within the community.

    When Tricia was starting her shop she really felt that it was important to create a sense of community among knitters in her neighborhood and really engage knitters of all levels. One of the ways that she did this was by offering classes at her shop.
    “Classes are what first drew knitters in and they then developed a connection with other knitters and kept coming back. Most of all the women that come into the shop are now friends,” she says.
    Their online presence often consists of visiting sites such as Ravelry.com, (knitting website that many knitters look to as a resource for project ideas and communicate with other knitters through community forums) Etsy.com (an online site that allows crafters to sell their handmade goods to the masses),
    Beth really likes how Ravelry.com has many projects that are easily accessible and has a lot of useful information about knitting in a way that she can relate to. She also feels that Etsy is a really easy and accessible site for crafters who want to start transitioning into selling their crafts.

    Why are they part of the communities that they are a part of?
    They are part of the communities that they are a part of because they like having the ability to create of their own and feel a sense of accomplishment in being able to do so (there is also a subversive element to this scene in that have they don’t have to rely on mass consumerism as much since they can make clothing themselves and for some, this is one of the main reasons that they became involved in DIY). They enjoy the sense of camaraderie that is centered around the DIY scene (it allows them to bond and form friendships with others that share a common interest in crafting and take time out of their busy schedules to do something that they really enjoy).
    In visiting the DIY Incubator, we would like them have the ability to find out more about local events what local crafters are up to and to continue to build a sense of community on a more local level since the site would focus on crafting in Chicago (especially since most local crafting communities are neighborhood based and online crafting communities are geared towards a national audience, there really isn’t any online resource that would necessarily connect crafters throughout the city).
    The community that already exists around our sites topic:
    Online communities
    There is already a quite extensive online community that centers around crafting that our interview subjects partake in (but there really isn’t too much that focuses specifically on Chicago’s DIY scene).
    Three websites that many crafters visit include:
    Ravelry.com allows knitters to find information on knitting, share project ideas and connect with fellow knitters through forums. Often knitters will use the site in order to find knitting patterns and share projects because the site is organized in a way that makes resources easily accessible to viewers. (The only drawback is that it is accessible by invite only because the site is still in its test phase).
    Beth, who actually only visits a select couple of DIY sites, gravitates to this site because she enjoys how there are many different projects that are geared towards her skill level she also mentioned that she doesn’t like most craft blogs because she feels that if she is “going to take the time to read the information that comes from an authority.” She also wants quick, authoritative information because she feels that she could spend hours sifting through websites when she could be spending that time doing her own things.
    Esty.com is basically a virtual ‘craft fair’ that allows crafters that are ready to start making the transition into selling their handmade goods to open up an online account and have their products available to a worldwide audience. This allows crafters gain additional exposure and allows consumers that appreciate crafts to discover new crafters that they can by handmade goods from. Crafters that sell their work use the site because it is easily accessible and straightforward in being able to open an account and consumers can easily search for various types of goods based on specific areas that they are interested in.
    Stefanie visits Etsy, and also a lot of blogs to generate (or steal) ideas. She regularly visits: mixedplateblog.com, decor8blog.com, designformankind.com, ohjoy.blogs.com, stickersanddonuts.com, modishblog.com/modish, scoutiegirl.com/scoutie_girl, creaturecomforts.typepad.com, poppytalk.blogspot.com, cutable.com. While she’s there, she browses the photos almost exclusively. She skims the content, then spends hours scrolling through photos to glean some idea or pattern. What we can learn from these blogs is to include photos and images. Crafters are essentially visual people, and must have visual inspiration if they are to return to a site. The more ideas Stefanie gets from a site, the more she visits.
    Another online resource is ReadyMade.com. This is the online component to the DIY magazine’s print version. ReadyMade.com reaches a broad audience of crafters and allows viewers to utilize elements such as Project Archives, Community Forums, and DIY on Camera which are the site’s how to videos. Crafters use this site because it provides a lot of information on trends that are really big in crafting, innovative project ideas that viewers might not have come up with on their own, and because Readymade covers a very broad range of DIY topics so viewers can also discover new areas of DIY that they’d like to learn more about.

    Some of the things that we can learn from these online elements include engaging in our audience in a way that is useful to them by making our site accessible to navigate, provide resourceful information such as useful project ideas, information about DIY events/groups, and where to find supply shops / boutiques that sell DIY goods.

    Real Life Communities
    There are also a number of ways that crafters build connections within the DIY community in real life:
    Local knitting /sewing shops are places where crafters congregate within their neighborhoods to be able to buy supplies, take classes, and connect with other crafters that they might not meet otherwise. One example is Nana’s Kitting Shop in Oak Lawn, where there are a number of neighborhood crafters that vary in age and skill level who have built connections with one another through their hobby. They will gather here for classes or open knitting sessions where they will work on knitting projects and also teach one another various knitting techniques.
    One of the main things that Tricia wants to implement is allowing crafters of all levels to feel comfortable with knitting and not feel intimidated about asking questions. “I’m always learning new techniques to inspire not only myself but also my customers.” One of the reasons that Beth enjoys coming to the shop is because it fosters a sense of community which she feels is nice since she basically works out of her studio all day.

    Craft Fairs are also big events within the DIY scene because it allows crafters that sell their crafts to meet fellow crafters and consumers that would be interested in purchasing their goods. One example of the largest craft fairs in Chicago is the Renegade Craft Fair and attracts vendors from throughout the country. Beth was a vendor at the event in 2006 and although she sold out of her crafts very quickly, she feels that the event does work to bring people within the community together.
    There are also a number of local knitting groups that meet in neighborhoods throughout the city; one of the most prominent being Stitch and Bitch that is held on the first Tuesday of each month at the Museum of Contemporary Art. Knitters of all levels are welcome to attend and there is often a quest speaker featured to discuss their work with the crafters.
    One of the things that we can take away from this is that there is a viable community within Chicago and we need to reach out and engage this community within our site through various social elements like forums and also promote our site at various events so that crafters know that exists.

    Who are the influencers in your space?

    Five influencers within the DIY community include:
    Sue Daley, Renegade Craft Fair organizer; Cinnamon Cooper, DIY Trunk Show organizer; Justina Blakeney, Venus Magazine DIY Editor; Debbie Stoller, Bust Magazine/Stitch and Bitch founder; Wendy Mullen, Built by Wendy founder.
    Two influencers that we have been in contact with include Justina Blakeney and Sue Daley.
    Where do they go online?
    Etsy, Makezine.com and Craftzine.com are three sites that are often visited. Justina pointed out that Make and Craft are great resources that are geared towards specific types of crafters. Those who are into the more technical aspects of DIY lean towards Make magazine to get ideas whereas those that are more interested in crafting look to Craft magazine for inspiration. She added that there really aren’t any sites that act as a resource or directory where crafters can find out about all of the different publications and online resources that are available, which is something that we can incorporate into our site.

    What do they feel that are needs in your space?
    Sue also feels that it would be a good idea to incorporate a resource element that would allow viewers to easily find different boutiques, craft stores, events and organizations throughout the city: “You could showcase some of the talent that people can find – gift ideas, by theme, by region, etc.”

    What leads them to recommend certain things?
    Since they are both very involved within the DIY scene, they have been around long enough to see what kind of elements that are successful within the community and what areas could still use improvement. One of the things that Justina says is extremely important in a DIY website is being easily accessible and visually appealing: “I think Etsy as a site does a really good job of making things approachable in different ways. You can search for products that are local, by color, by recommendations of friends. So there’s all of these different ways you can search… make sure there are different themes or clusters of things. It’s interesting both visually and it’s user-friendly.”
    Why do you believe that they are influencers?
    We believe that they are influencers because they have been extremely involved with in the DIY community for many years. Sue organizes one of the largest DIY events in the city and Justina is an editor for a well respected magazine that focuses on elements of DIY culture. Cinnamon is also very involved within Chicago’s DIY scene as an organizer for the DIY Trunk Show which is another large event in the city. Debbie is also a founder of a respected magazine within the DIY scene and founded Stitch and Bitch which has chapters throughout the country. Wendy has taken her love of crafting and DIY and not only made a career out of it, but has made a brand out of what she does.

    Who are you competitors?
    Diynetwork.com
    Pagerank: 5
    Competition because: Similarity in keyword, similarity in content
    What are they doing right: They have a varied amount of content, they have projects, how tos, etc.
    What are they doing wrong: crafts are goofy, site is dull and plain and incorporated under the entire DIY- home, garden etc… culture.

    Venuszine.com (print or online version)
    Page Rank: 4
    Competition because: Chicago-based publication with a women focus. DIY is a section of this publication both online and in print.
    What they are doing right: Chicago women focus, community focus
    What they are doing wrong: Not enough how tos.

    Etsy.com
    Page Rank 7
    Competition because: Anyone who crafts spends a lot of time shopping or just looking at Etsy. They’ve got so much merchandise that a casual looker may not have time for any other site.
    What they are doing right: Selling crafts, anyone can buy, sell, or look. There are also some community aspects.
    What they are doing wrong: No how tos, strictly a buy/sell site. Community is basically a message system between users.

    Keywords:

    Popular keywords for “crafts”:

    crafts
    craft
    craft ideas
    craft supplies
    crafts kids
    arts crafts
    arts and crafts
    Halloween crafts
    craft store
    handmade
    patterns
    beads
    fabric
    paper
    to make

    For “DIY” the top keywords are:

    diy
    do it yourself
    how to
    diy network
    diy com
    diy home
    diy repair
    diy blog
    how to diy
    www diy
    diy tools

    Engaging our community:

    We plan to engage our community online through our website by becoming a resource that they can go to learn about events that are happening throughout the city and organizations that they can join. Based on the information that was gathered, it would be important to set up a directory that viewers could use to find out about additional sites, publications, and stores (similar to the concept of sending your reader away in order for them to come back to your site). It also might be useful to include a forum element that would allow viewers to contribute to the site by posting crafting tips, or upcoming events. Another way that we could engage our community is through elements like twitter and possibly MySpace because this seems to be a easy way to promote ourselves online.

    Some of the ways that we can engage our community within the real world would be to attend events like craft fairs and make connections with the people prominent within the DIY scene. Another idea would be to reach out to local crafters by throwing our own events in order to get the word out about the website.

  2. DIY Incubator

    Slideshow

  3. Group 3: Exposing baking:
    Cristina Aguirre, Meha Ahmad, Juan Anguiano
    Melody Gordon, Bertha Serrano

    Who is the audience you’re targeting?
    The audience we’re targeting are baking beginners who want to be “exposed” to baking and want to develop their skill and creativity; people who want to learn the basics of baking as well as beyond, to produce desserts that look professional without having to be professionals themselves. Audience members may also include locals who maybe don’t have time to bake a 2-hour dessert and instead would like bakery recommendations in Chicago. While our audience can include any age group, we are targeting 18-35 year olds. Either male or female members can benefit from the site, but we will be mostly targeting females. While the audience can come from all walks of life, we’re targeting people who have several hours to spare and are artistic and open to trying classic recipes with a twist.
    Exposingbaking.com will also feature local bakeries, spotlight chefs and bakeries that we feel deserve attention for great work or for doing something innovative and artistic.
    (3 profiles)
    Profile 1: Mona Isa, 23, has a BA in psychology and Islamic History and is a grad student at DePaul University. She is studying elementary education. A student of many interests, Mona’s ultimate goal is to become a renowned chef. Her dream is to go to culinary school in Tuscany but says she’d be just as happy going to a great cooking school in California or here in Chicago. Currently, if she wants to learn more about baking, she goes to the bookstore and buys cooking books, and goes to her grandmother or her father for family recipes. She loves to bake because she says she feels it allows more artistic expression and the chef can be as creative as he or she likes. She says baking can be so creative, it’s where art and cooking meet. She’s also a big “family” person and says she plans to initiate and host Sunday dinners and brunches as soon as she learns how to cook more than just instant cake and break-off cookies. Mona says food, particularly sweets, has a way of bringing the family together and professional desserts always impress, but would like to learn how to look like a professional. She said she might benefit from the site new recipes, networking with local chefs, and learning about new events and news in baking in Chicago.

    Audience breakdown for #2 and 3:
    Yadira Ruiz is 23-years-old/female/Mother
    Jasmine King is 20-years-old/female/college student

    — what do they do, both for a living and also for fun?
    What the young mothers do for a living is work at a part-time job at their local bank, hospital, or store. They take care of their child and do their best to bake something special for them. What she does for fun is either stay at home with her kid, go out to museums with them, browse the internet, go out to the city to buy food, and eat out. What the student does for a living is go to their college class and their part-time job. What the student does for fun is go out shopping, meet up with their friends, browse the internet, and watch TV.
    Yadira Ruiz is a mother of a 5-year-old song. She takes care of him and works at Checks N Cash. She likes to go out to coffee shops especially Starbucks. She likes to take care of her younger sister who is ill. She likes to go out to shop with friends.
    Jasmine is a college student studying Elementary Education. She loves to cook and bake pies. She watches the Food Network Nonstop.
    — what are their hopes/dreams?
    The mother’s hopes and dreams are to become a better baker and bake special goods for her family. She wants to make them happy. The mother’s dreams are to climb up in jobs to get a better career due to financial needs.
    The student’s hopes are to learn how to cook and bake for themselves and act independently from their mother back home who used to provide them with food. The student’s dream is to finish college and get a job in her field where ever it may be. They hope to learn how to bake to prepare themselves for the future.
    Yadira Ruiz hopes to go back to college and get her degree in Special Education. She would love to learn how to bake for her child.
    Jasmine King hopes to go to Culinary School one day. Her dream is to be a pastry chef and also a teacher.

    — why are they interested in the things they’re interested in?
    The mother is interested in learning how to bake because she wants to do something special for her child’s birthday or do treats for the seasons as a tradition. They want to have bonding time with her child and teach them how to bake, so both of them could do something special together. They want to be an active parent in their child’s lives by baking treats for them for school or school’s bake sale.
    The students are interested in baking because they don’t have a mother to rely on to bake her goodies. They are living by themselves and might not know how to bake. They are interesting in learning because it will help them in the future. They want to do something fun that makes them not worry about doing homework and going to their job.
    Yadira Ruiz loves to make a difference in people’s lives, especially her younger sister who is special needs. She is the reason why she studied Special Education. She is interested in baking to better herself in baking and do a few desserts for her son.
    Jasmine King is interested in baking because she enjoys the preparation of putting each ingredient in the bowl. Cooking is her hobby and would love to
    — where do they go? (both in real life and online)
    Mothers go to local grocery stores like Whole foods or Dominick’s. They go to local Mexican bakeries. Buy baking books at Borders. They head out to fast food places like McDonald’s or Burger King for dinner and dessert. Where they go online is Food Network’s site, Health’s site like webmd.com, allrecipes.com, and ivillage.com.
    Where Jasmine King goes to buy groceries at Jewel or Dominick’s. She goes to eat at Panera, McDonald’s, or Dunkin’ Donuts. Where she goes online is metromix.com, Facebook, Myspace, youtube.com and FoodTv.com.

    — why are they a part of the community(ies) they are a part of?.
    They are part of the beginner community because they want to learn how to be bakers. They want to bake for themselves because they are independent from home or either they have children they want to bake something special to instead of buying from outside places. Both students and mothers didn’t study baking or their parents/guardians didn’t teach them because they relied on them for their food. They want to learn now to better their baking abilities because they are living on their own or need to care for their family.

    — what will they gain by visiting your site?
    What the mothers and students will gain by visiting the site is by learning basic steps of the baking process. They will know what local events to go to that will help them become better bakers like a baking/pastry class. They will know where to go to buy supplies. Also they will gain in knowing where to buy great pastries in Chicago’s many bakery shops. Our site will expose all those elements so beginners could get help in the world of baking.

    Profiles 2& 3:
    Yadira Ruiz is a 23-year-old mother of a five-year-old son. She is not married and had some college education. She works part-time at Checks N Cash in a far southeast suburb of Chicago. She has no experience in baking. She buys cakes and pastries for herself and son at a local Mexican bakery and also at Starbucks. Ruiz would love to learn how to bake for her child and do something special with them such as baking so they can bond together. She is tired of buying the same type of pastries back home and would like to bake things herself or learn of a new bakery to go to. She is avid internet user, mainly visiting social networking sites. She loves to watch Food Network’s $40 dollars a day because she is on a fixed budget like Rachael Ray and has a son to take care of. She wants to be exposed in baking to save money and also have it as a hobby because she likes it even though she isn’t great at using the oven.
    Jasmine King is a 20-year-old college student studying Elementary Education at Purdue University in Hammond, Indiana. She loves to cook, but always wanted to learn how to bake cakes that she even aspired to go to Culinary School in Chicago. But she decided she wouldn’t be able to make a career out of it, so she studied something else. She loves to go to downtown Chicago and explore all types of baking shops. She would love to learn how to make great desserts and what new shops are opening to visit. The only thing she knows how to bake is pies, but would love to learn how to do decorative fondant cakes and other pastries instead of just pies. She is an avid internet user and loves to watch almost everything on the Food Network.

    Part II: Community around our site’s topic:
    Where do they go online?
    Sites that follow exposingbaking.com’s topic are sites like Foodnetwork.com (as well as the network on TV), campbellkitchen.com, and the joyofbaking.com. Bakers and beginners browse through the recipes, learn and admire the work of professionals, learn from “how to’s” and also healthy eating.
    Where do they go in the real world?
    Beginning bakers and the community of “casual bakers” head to the cooking section of bookstores. Many also go to friends and family members, like a grandmother with old family recipes, who know how to cook. Less often, people (who aren’t culinary students) will go to cooking classes at a park district or school.
    What do they do when they’re there?
    They learn how to bake and cook beyond the average vanilla bundt cake and learn new and more artistic approaches to classic recipes.

    Influencers:
    There’s a pastry chef named Naomi Levine who owns a pastry shop called Tipsy Cake in Chicago. Her influences came from the independent cake shops all around the city where small businesses made their mark by providing unique styles of cakes with all fresh ingredients. She feels that a site like ExposingBaking should do more to promote small business bake shops with unique niches like hers because people outside of the Hombolt Park neighborhood don’t know her business is there. She believes she influences the web with pages like this because her page offers customers who lead busy lives a chance to see her products and order them right away without having to actually travel to the store and order them their. TipsyCake.com enables users to view pictures and place orders online or over the phone. In a busy, fast paced world today, convenience is the key to success.
    Jude, an immigrant from the Philippines, has a blog dedicated to cooking from scratch. She is influenced from different restaurants all over Chicago and a book called A Cook’s Guide to Chicago. She decided to “expose” her love of cooking to the web by providing a resource for all kinds of cooking from all kinds of unique and unusual ingredients that cooks use in various restaurants in Chicago. She would like to see our site to somewhat of the same thing, a place where people can find unique recipes and find ingredients for these unique dishes, since some of the ingredients are not found in big business grocery stores.

    Our Competitors

    http://www.cakewalkchicago.com
    This is an excellent website for Chicago bakers. The site offers classes, news, a class calendar, and a supplies tab for those looking for supplies for their baking needs. The website is based on a retail store but incorporates more than a store. The website lacks good design. When looking at the site, it seems not in order. Better organization could go a long way for this website. Exposing Backing is different because we would offer more networking, blogs, and videos. We would also not be focused on a store as this site does but be focused on baking in general. Also we would offer more feature stories than they do, the only written content they have is letters to the owner of the store.
    Google Page Rank: 3/10

    http://www.baking911.com
    This website offers lots of information. It offers nutritional information on top of all the recipes they have. They also have exclusive membership only recipes for the members of the site, which is something different. They have tips and a how to section, as well as the history of some of the elements of baking. With all this information, the website puts too much on one page. The site has lots of text, not enough pictures and can be hard to navigate through at times. Exposing Baking does not have membership only recipes; all our recipes would be for all of our viewers. What we would offer is a virtual recipe book for our visitors. What the visitor would do is sign up at the site and every time they see a recipe, story, picture, or ingredients list they want they like they would add it to their virtual recipe book. When they come back to the site it would be their available for them to look at whenever they want.
    Google Page Rank: 5/10

    http://www.bakeorbreak.com
    This website incorporates a lot of good parts that make it a great website. They have a twitter, email option, and photos. They also have recipes listed under categories, most recent, and most popular. Under each of their recipes, they have a comment box and share this option. The website also incorporates blogs. The website could use a bit more visual elements and incorporate more some videos to it. Exposing backing would be different because we would have a Chicago focus, with special deals at local shops and special events held in and around the city. We would also incorporate videos into the site for easy baking.
    Google Page Rank: 5/10

    Key Words
    Exposing
    Baking
    Chicago
    Desserts
    Cakes
    Bakers
    Bakery
    Easy
    Beginner
    Cook
    Pastries
    Sweets

    These words are vital to the site. These words are incorporated in everything the site stands for. The people searching within the site would be familiar with the words and would be looking for anything that is closely related to the word and our goal at exposing baking is to fulfill the visitors need so that we won’t have just a one time visitor. Our goal is to inform and expose the novice bakers of Chicago and these key words should help us do just that.

    Bring it all together

    Online Examples
    One of our online examples would be to create a Facebook group. First, we would create the group and look for students interested in cooking and or baking. To do this we could easily search on Facebook for cooking and baking and it would show all the people who have those two words incorporated in their profile. We would then invite those from the Chicago land area to the group and provide a link to the website where they would click and check out the site and see what we have to offer.
    Creating a Myspace is very important. This could be our way to preview the site and show people of the Chicago land area who we are and what we provide. The Myspace would be used as a teaser to the site. We would also provide links and previews to the site. We could search for groups and people in the Chicago land area that are interested in baking and add them to the Myspace as well. We could look up culinary schools in Chicago as well and target students at those schools as well and add them to website.
    Creating a twitter is very important. We can reach lots of people in Chicago through twitter. We can post weekly if not daily post about the website. We could add the twitter to the website and follow people interested in baking. This could be a good way for the public to communicate with us and for us to keep and open communication with the public.

    Real World Examples
    Sponsor a giveaway at a radio station, for example sweetest day, Valentines Day or even Christmas. We can have one of the bakers from the site fix up a holiday arrangement and have the radio announcer give us a plug. For example, “Congratulations your caller number nine at nine you just won a box of homemade cookies for you and friend courtesy of Exposingbaking.com.” We need the name of website to be said on air because our name is so simple, it will easily be remembered. It being said on the radio will reach thousands of listeners.

    Along with the giveaway, we can pitch different television media in Chicago around Valentines Day. For example, we can have a male baker from the site, which learned how to bake thanks to your site, show how to cook a Valentines treat for her. We can also have a female baker, one who also learned how to bake from the site, show how to cook a Valentine’s treat for him. Both of would emphasize the site and how it helped them learn how to bake and have a good Valentines Day, especially the male. So this segment would be for those looking to do something special and original to make for their Valentine and with Exposing Baking, we can help them do just that.

  4. Audience:

    The GO Chicago! audience is not your typical under-age Internet user. We’ve narrowed our focus to include a wider target audience of under 21 and older than 16 (can drive).

    Not only do these young adults live in Chicago or the surrounding suburbs, they also know what bands they like and want to see them live. But, they don’t know how to get there or which shows are all-ages and which are over 21 only.

    The three people interviewed were 18-19 years-old, and while considered legal adults, all agreed they knew of very few places in Chicago to go without being 21. Our first test subject was, Ashton, 19, she said she lives in Chicago with three roommates, one over 21, and usually uses her fake ID to have fun. But, she later said if she knew of places to go, specifically concerts, she would use that ID less often.

    Austin Neely was our second interview and his band is called “The Fastest Kid Alive.” He said he plays the drums likes to play mostly Rock/Pop. He plays at small places now, but hopes to one day open at the Vic or larger venues. He uses the Internet to not just search his competition, but to also promote his band. He finds the most useful websites are ones that cater to non-mainstream bands and highlight their sidebar for reviews and upcoming shows.

    Finally, Ashley Moberly,19, is not a live music fan but she is still a large part of our audience. She works full-time and lives in the suburbs and when she is not working she is drinking at a friend’s house or dancing at “Energy” a Chicago night club for under-agers. While she doesn’t see many bands downtown she would still use the website to find other events for under-agers or places she can “just hang” out at with her friends.

    Community:

    When our audience is online they go to sites like:

    Facebook.com/Myspace.com – Our audience of under agers who appreciate music also regularly update their profiles on these sites according to what specific interests they have. They also check out other people’s interests and different events going on. They notice when things change in people’s profiles and when there is an event going on that most of their friend’s are attending.

    Pitchforkmedia.com – Because our audience cares about music so much, they also go to other sites online, like Pitchfork to get their music news. Our audience cares about being ahead of the curve of their friends with new bands and is also always looking for something else to get into. Although they mostly hear about bands through word of mouth, there is always the one or two kids who search for new and upcoming bands themselves to show to their friends.

    Ticketmaster.com – Our audience is always looking for a good show to go to and wants to be ahead of the curve knowing about when tickets go on sale. They probably have a subscription to Ticketmaster’s newsletter giving them updates on when tickets go on sale. They also have a hard time finding all ages shows to go to, so they probably check for updates frequently, making sure the concerts are on dates they’re available to go. Our audience knows how to sort through Ticketmaster’s different genres of music, and knows also that Ticketmaster gives incomplete information about opening acts and when a show is really sold out or not- important information our site will give.

    iTunes Store/Interpunk.com – Our audience also goes to these sites looking for music to purchase, because their records stores at home (as listed below) aren’t always the best for getting exactly the music they want. They may also have a downloading program that they use to get music for free, but when they’re looking to make a purchase they go to these sites for their music merchandise.

    When our audience is in the real world they go to:

    Venues – For the concerts themselves they sometimes go hours early either due to traffic or just because they have nothing else to do but expect to wait in line to see their favorite bands. Because of this, they’ll wander around neighborhoods nearby the Metro, Vic, Congress, Riviera, etc. looking for a spot to eat or just waiting around smoking cigarettes until the doors open and they can stand inside getting a spot right up front.

    Record Stores – Our audience doesn’t primarily live in Chicago although when they’re here they’re always willing to check out stores like Reckless Records if they’re nearby one. They have record stores in their hometowns that might be similar, but are usually used to Best Buy and Circuit City. They love places like Record Breakers which is adjacent to Reggie’s.

    House Shows – The underage concert go-er isn’t always pleased about being underage, that’s why when their friend’s bands play garages or parties they’re always up for it, usually because illegal substances are present. However, this is an important time socially where our audience talks about upcoming plans for seeing live music and shares music whether it being exchanging CDs because they’re hanging out or talking about whatever music is getting played over speakers when a band isn’t playing. It’s a social gathering much like a concert, but more relaxed and also happens less frequently than attending actual venues for concerts.

    All night Diners – Because our audience is underage and can’t go to a bar after a show, they’ll head out to eat, usually so that they don’t have to go right home and go to bed at their parent’s house or maybe because they’re so jazzed from the concert they can’t even think about sleeping. Either way, places like the Golden Nugget and Clarke’s are popular stops for post-show hunger and our audience typically is drawn to one or the other.

    Influencers:

    Lizz Kannenberg is a contributing writing editor for Chicagoist, a website dedicated to news and events happening in Chicagoland. Lizz Kannenberg is an influencer due to her articles posted to Chicagoist that relay readers to a variety of bands and musical events in the city. With Chicagoist being one of Chicago’s biggest online news and events websites, Kannenberg reaches a wide spread readership, making her an influencer to the city’s musical scene.

    Daniel Honigan as the Chicago’s Tribune social media expert and religious tweeter, Dan has made himself known as an influencer to various topics that cover the city. His twitter site, Dan360man, has over 750 followers that see his tweets on a day to day basis. Dan also runs his own website, danielhonigan.com, that has stories and lifestyle articles concerning in and around Chicago. In an interview via direct messaging on Twitter, Dan said that the websites he visits vary depending on what he is looking for. He checks Chicagoist, Gapersblock and MetroMix for his musical and entertainment tastes and a variety of lifestyle websites, Urbandaddy being on of them, for other events not mentioned. Dan considers himself an influencer because in his tweets and on his website, he posts links that give the reader a different site that carries more information regarding the issue at hand. He mostly recommends what he finds will be most interesting to his readership or the most odd things he finds.

    Competitors:

    Metromix.com – Google PageRank Score: 6

    Go!Chicago caters to underage people exclusively, where Metromix is more or less directed for people 21 and over. Go!Chicago also adds more interactive Web 2.0 features like Google Maps and YouTube Video embedded directly into the sidebar, and more interactive content like twitter.

    Metromix is different as they offer reviews and hot spots for restaurants, bars & clubs, events, movies and more, in addition to music. Go!Chicago is music exclusive, so it attracts a small niche community. Metromix is obviously very popular, but they don’t appeal to under-agers. Go!Chicago does.

    Flavorpill.com/Chicago – Google PageRank Score: 6

    Flavorpill Chicago is more of a blog-driven site, unlike Metromix but similar to Go!Chicago. Flavorpill offers news and events, including reading, film, music and shows. It has special sections dedicated to “Free Events” and “Big Shows” which is useful, but it is not broken down by age groups, making it tricky to find out what events are open to under-agers.

    The Flavorpill Chicago site also has an interesting widget calls “Flavorwire”, used for late-breaking news. It is set up similar to a twitter account, which could be accessed through a scrolling tab on the site. Also on the site is a button to join their mailing list for updates. Go! Chicago has similar features to Flavorpill Chicago, but it’s once again trying to suck in the broad market instead of Go!Chicago’s small music niche.

    Chicagoist.com – Google PageRank Score: 6

    Chicagoist offers news about events happening around the Windy City. It doesn’t focus on anything particular, instead giving more of a broad range of topics to readers. It does have an “Around Town” section that has photos of the city, which currently is a unique offering.

    Go!Chicago is different in that it provides a lot more Web 2.0 features like Google Maps, Twitter and YouTube, and more personalized reviews of music and bands. Chicagoist offers a lot of daily updates, something Go!Chicago may not be able to provide as much of.

    Keywords:

    Search terms for our site include:

    Concert

    All Ages Concert

    Rock Concert

    Live Music

    Concert Tickets

    Concert Reviews

    Rock Reviews

    All Ages Music

    All Together:

    After reviewing what interests our audience and community most we have narrowed it down to three specific online examples. First, in order to generate more under ager bands in Chicago we start by tagging their Facebook sites or even linking their websites to our site so readers can find their next show. Second, we would comment on blogs that write about bands. Finally we should comment on Facebook users, who we know make up 90 percent of our audience.

    Two specific real-world sites might include our own, “Blog Show,” where we could find local bands to come and play at coffee shops, garages, or all-age venues. Second, we could hang flyers and pass out mix CDs or Flash drives with our website name on it so people can enjoy the music and upload our site at the same time.

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