Designing A Sustainable Ecosystem to Foster Creative Communities
ReGo Forum
10 Weeks
B2C Brand Design
ReGo Forum II participant presenting their creative ideas to the community
ABOUT THIS PROJECT
ReGo Forum is a pioneering platform that brings diverse creative professionals into a single space to showcase their work and foster community connections. This project particularly aimed to enhance the customer experience for the upcoming events by strategising marketing, branding and social media engagement goals. A research-driven approach was adopted to achieve these objectives, involving various methods to engage with and gather insights from potential audiences.
PROJECT BRIEF
The project brief was to aid ReGo Forum to craft a comprehensive strategy encompassing business revenue model, branding, marketing, social media engagement, and event experience. The overarching goal was to elevate their upcoming April 2023 forum and foster a vibrant creative community.
MY ROLE
As a design Strategist, my role in this project centred on conducting in-depth research to understand the people and processes involved comprehensively. I played a pivotal role in translating raw data into actionable ideas to craft transformative experiences.
PLANNING
Project and Team Planning
Given the multifaceted nature of this project, which involved aligning the three core pillars of People, Business, and Technology, it was crucial to adopt a strategic approach to team structure and collaboration.
We needed to identify a research framework that would enable us to design an approach to the problem from within the community and outside to understand the ecosystem.
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During our planning period, we concentrated on creating a research framework that involved various research methodologies. To achieve this, we utilised a 'card-sorting' methodology that helped us assume different roles and plan our strategy for the upcoming Forum II event.
Planning of the Research Framework and Project Approach
To build a creative community that drew inspiration from both external influences and the internal dynamics of its ecosystem, the goal was to foster an inclusive, accessible, and self-sustaining community environment. To achieve this, the project plan was structured around three main pillars forming the ecosystem's core - People, Business, and Technology.
RESEARCH
What is ReGo Forum?
To create a creative community experience for the ReGo Forum, we conducted thorough research to understand the elements of such communities and how to foster a sense of belonging. We examined the fundamental principles of community building, such as shared identity, personalised experiences, inclusive interactions, and emotional connections.
Desktop Research conducted as a part of the Pre-Event Research
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Our team conducted an in-depth PESTLE analysis to gain a comprehensive understanding of the external factors influencing ReGo Forum and its stakeholders. The PESTLE analysis provided invaluable insights into the socio-political landscape, enabling us to navigate potential implications thoughtfully and address them within our business strategy.
Moreover, this analysis proved instrumental in identifying and understanding the diverse stakeholders of the ReGo Forum. By mapping their interests, influences, and relationships, we could develop a more inclusive and well-informed approach, ensuring that our strategies aligned with the needs and expectations of all parties involved.
What is it like to experience ReGo Forum events?
We attended the ReGo Forum II event at 'The Lab E20' in Stratford, London, to better understand the event's user experience. We conducted an observational analysis to comprehend the emotional journey and experiences of the audience and participants. We also interacted with the crowd to gather their opinions about the ReGo Forum.
From the observations and stakeholder mapping, we identified the two main stakeholders 'Creative Participants & Thought Leaders' in the Forum Ecosystem. It was essential to interact with and involve these two main categories in the interviews and the research to identify the pain points in the current system and enhance the experience.
ReGo Forum II participants
"Walk a mile in their shoes," they said!
We used Customer Journey Mapping to understand better the creative community's experiences, touchpoints, and pain points as they interacted with the ReGo Forum. Through this process, we were able to carefully examine their journeys and identify areas where we could improve our services.
Customer Journey plotted based on the observation and interaction with the participants of ReGo Forum II event
How might we cultivate a self-sustaining and inclusive creative ecosystem that fosters continuous growth, collaboration, and skill development for creators, while simultaneously enhancing their experience at ReGo Forum's upcoming event?
BREAKDOWN OF THE PROBLEMS
Lack of Branding and Social Prescence
Lack of brand identity and robust social media presence, hindering its ability to effectively communicate and attract a wider creative audience to foster a vibrant online community.
Lack of Event Planning
ReGo Forum events lack proper planning, organisation and wayfinding, leading to a subpar experience for attendees, speakers, and the creative ecosystem.
Lack of online and offline marketing
The lack of online and offline marketing hinders the ReGo Forum's growth and reach, limiting its opportunities to connect with potential collaborators and audiences.
Lack of CRM to retain audience
The lack of a cohesive CRM strategy interferes with establishing enduring connections and restricts opportunities for collaboration, growth, and sustained support for the ecosystem.
UNDERSTANDING THE SCOPE
Business Model Canvas
This versatile framework enabled us to systematically map out the essential components of the ReGo Forum, providing a holistic perspective on the tasks, resources, and requirements necessary for its successful execution.
Meet 'Forum BY ReGo' 🎉
'Fostering creative collaboration through organic network'
The ReGo Forum transcends being a mere platform; it embodies a philosophy that encourages creatives to present ideas and fosters a supportive community dedicated to achieving artistic aspirations. Central to its ethos is a commitment to sustainability and ethical practices, ensuring a harmonious balance between creative expression and responsible growth.
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To create a philosophy that creates a safe and inclusive space for individuals to express their creativity and empower them through organic networking.
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A self-sustaining community that inspires to become pioneers in their respective fields.
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Providing members with the tools, resources, and support to achieve their creative goals and positively impact society.
The Rising Forumla
The Rising Formula is a modular design strategy consisting of four interconnected solutions to improve the user experience at the Forum by ReGo events. The formula aims to create a strong brand and marketing strategy, making 'Forum by ReGo' a beacon for creative excellence. It also aims to deliver seamless event planning and execution, provide networking opportunities, and foster long-lasting relationships with attendees through a robust CRM strategy.
SET UP /
BRANDING STRATEGY
After conducting thorough research, we identified that Forum by ReGo needed a rebranding initiative to establish itself as a creative ecosystem and connect better with its audience. There needed to be coherence between the existing brand identity and its core values, which made it challenging for the Forum by ReGo to differentiate itself from competitors and form meaningful connections with stakeholders. To address this, we collaborated with the core team to develop a compelling manifesto defining their vision, mission, and core values, guiding their strategic positioning and future endeavours.
New Brand Identity and Brand Asset Kit
RAMP UP /
MARKETING STRATEGY
#TakeitToTheStreet Campaign 🎤🎥
Recognising the power of organic conversations and word-of-mouth, we devised an ingenious marketing strategy called the "Take it to the Streets" campaign. This grassroots approach aims to ignite curiosity and buzz around Forum By ReGo events by tapping into the essence of human connection. This campaign can be a testament to the power of human interaction and the art of storytelling. We crafted a groundswell of anticipation and excitement by igniting conversations and sparking curiosity, laying the foundation for a truly unforgettable and impactful Forum By ReGo experience.
We strategically placed these hashtags in the campaign to spark conversation around Forum By ReGo and to boost engagement and reach of the campaign posts.
#Networking, #Creative, #Ethical, #Community, #Sustainable, #Design
SHOW UP /
EVENT STRATEGY
Drawing from insights gathered at previous ReGo Forum events, we crafted a comprehensive and modular Event Control Sheet. This meticulously structured document outlined tasks across three critical stages: pre-event, during the Event, and Post-Event. It covers essential aspects such as marketing, event experience, branding, risk assessments, participant experience, and spatial design. Adopting a user-friendly Kanban format, the Event Control Sheet facilitated easy handover to clients and enabled seamless task tracking throughout the event lifecycle. Its modular design allowed for tailored customization, ensuring adaptability to diverse event requirements.
KEEP UP /
CRM STRATEGY
After thoroughly evaluating the CRM software options to fully engage with the audience and establish long-lasting connections, we carefully analysed the usage and financial considerations and found that HubSpot best fits Forum By Rego's requirements.
Suggested HubSpot usecases for Forum By ReGo
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We prepared a tailored use case scenario for Forum By ReGo on how they can utilise CRM to engage with their audience and enhance their reach. To learn more about the proposed CRM management, please contact me.
Perhaps we can discuss it over a cup of coffee ☕️
"Your team's branding strategy and event planning exceeded our expectations. The Event Control Sheet and Database management solutions will greatly help our team structure, to-do lists and other tasks more efficiently. Take it to the Street campaign was a creative concept that will undoubtedly increase brand awareness. We appreciate the team's strategic insights and efforts, which have set a high bar for future ReGo Forum."
- Oliver Huas and Dr Francisco Mazzarella
REFLECTION
Unlearning is the best learning ✨
Our core philosophy was centred on involving humans and allowing them to explore their positionality throughout the project's lifecycle. We firmly believed that fostering a sense of belonging within a community was paramount. Consequently, our actions were geared towards making this a tangible reality for all stakeholders.
The project's biggest takeaway was recognising the power of unlearning as a catalyst for learning. Despite our diverse backgrounds and contrasting work styles, we quickly realised the necessity of unlearning preconceived notions to effectively adapt to each other's methods. This exercise of unlearning paved the way for seamless collaboration and collective growth.
Our Team with Michael and Romero, faculty at MADM - UAL