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Class 23 Assignments
Final Problem Statement:
Customers that don’t interact with FK members in person have difficulty understanding the identity of FK, which will be solved by integrating FK’s identity further into its online presence. We will know this has worked when the work of customers coming from the online channel is being taken on.
Ideation Brainstorming
· Goals:
o Display past projects
o Inform about who FK is
o Provide familiarity with process of FK
o Provide familiarity with community involvement
o Provide familiarity with partner involvement
o Provide guiding system for viewing relevant projects
o Outline of FK capabilities
o Showcase awards
o Display press attention
o Create individualized experience
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Brand Essence Statement
FK Productions solves, creates, and implements. FK Productions is the imagination in the answer of any question.
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FK-Pre Interview Research
Market:
· Who: Corporations: NHL
· What: Three terms on website
o Architectural Design
o Experiential Marketing
o Artistic Installations
o (Data to the right displays relative search data in Philadelphia with “Architectural Design in blue and the other terms in red and purple [at 0])
· Where: Philadelphia, Black Rock Desert (Burning Man)
· When: ?
· How: Seemingly expensive, certainly large industrial design machines
Projects:
Projects are extremely varied. Elements seem to always include some sort of fabrication but the type of fabrication is varied. The only non-fabricated work seems to be some explosives work, though this seems to have happened more in the past than presently (this could just be from lack of recent explosives documentation).
Competitors:
· Archer and Buchanan Architecture Ltd.
· Mole Street
o This seems like a big one for all event type activity. I don’t know how much actual fabrication they can do (may outsource this)
· Inliquid (for artistic installations. Don’t know how many of the on-staff artists can do scale like FK though)
· Oat Foundry: Seems like FK but smaller scale projects
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Personal
· John Septrino
· Worked for:
o Lockheed Martin (quit to “not make bombs”)
o Kohler (wasn’t doing what he wanted)
· Engineering is the intersection of art and science
· “FK is my life”
Company
· Began as an idea in 2004 and officially in 2007
· “Franks Kitchen” = FK
o Old moniker of their first workspace
· No full-time employees
o Looking to change this in the near future
· FK is a “marketing company”
· Over time FK has expanded in space and job capability
· Looking to be a $100 million company within ten years
· Main skill of FK is problem solving
Environment
· NO direct competitors
o No one else comprehensively does what they do
· Don’t know that FK’s brand is
o “trying to figure that out”
· Philadelphia is very important to FK
o “Creativity can only emerge out of strife”
o Philadelphia is perfectly poised coastally between NY and DC
o Philadelphia has creative energy of industrial manufacturing era that can be recaptured
Clients
· Clients are reached primarily by word of mouth
· Only advertising is done for explosives work
· Sees the website as having an ability to display a portfolio
o Feels having to comprehensive of a site can overload customers
o Eg. Don’t need to show consumer space customer explosives work
· Use a slide deck to communicate past projects
· Little interest in social media
o Instagram over FB if anything
· All deals above very minor operations closed in person over a meeting
o This allows John to get to know the “soul of the project”
· Clients includes: entrepreneurs, real estate directors, private individuals, developers, creative directors
· Sometimes a 3rd party is used in the client engagement process
· Favorite clients are those willing to take risk
Process
· Projects John likes the most are those that “kill him a little”
· Public/civic art in areas that benefit are the most important projects for the companies mission
· Most profitable projects in terms of:
o Time: explosives
o Money: Archetectural projects/ museum work
· Communication is something FK is trying to improve
o Have tried out Basecamp
· No concrete process map, highly variable
· FK likes to be included in the process as early as possible
o They are sometimes brought in to “clean up”
· 95% of work is done in-house
o Contractors are consider in house
· Work to maintain relationships with various contractors
o (have 1st calls for a type of work)
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FK Prod. Discussion Questions
*The below questions are not ordered appropriately and will need to be reworked for fluidity
Introduction Questions
1. Who are your stakeholders?
2. What do you want to get out of our working together?
3. Do you have any questions for us?
4. What is your vision of FK Productions in:
a. One year?
b. Five Years?
5. What is the mission statement of FK Productions?
Main Discussion
1. Customer
a. Who are your clients?
i. Primary
ii. Secondary
b. How do your clients hear about you?
c. Do you reach out to find new clients yourself?
d. Where does your interaction with customers begin?
e. Where does your interaction with customers end?
2. Company
a. How do you accomplish your jobs?
i. (What is the process?)
b. What are the biggest challenges faced by FK Productions?
c. What is the goal of FK Productions?
d. Where are you willing to work geographically?
e. Do you engage in any marketing?
f. Are there jobs you do not want to do
i. Formal
ii. Informal
3. Competition
a. Do you have competitors?
i. If so who?
b. What distinguishes you from competitors?
c. Are you concerned about new entrants to the industry?
4. Collaborators
a. How is collaboration involved in your process?
i. Frequency?
ii. Steady Partnerships?
b. Supplier relationships?
5. Context
a. Do technological developments play a role FK Productions business?
Conclusion
1. What are your biggest take-aways from our meeting?
2. Are there any questions you wished we asked?
3. What was the most important question we asked today?
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3/20
FK Productions
Self branded as an “experiential event production company” as well as “fabrication & management”
Projects seem mainly temporary installation work in the Philadelphia area.
Where will/can they work?
What scale can they do?
A huge problem I see with FK productions is a lack of clear identity. Across their platforms, I fail to see a mission statement, look or level of professionalism.
Competition:
Mole Street: Seems to do a very similar operation within the Philadelphia area. Has a much more thought out comprehensive web space as well as quantitative data offered to their customers. http://www.molestreet.com/
Readings
A concept that I see in virtually every reading, over and over again, is the importance of empathy. In order to appropriately meet the needs of users, on must first thoroughly understand the user. This understanding has to be multidimensional to be effective. The summation of these dimensions from a broad or key group of targeted users is the only way you will be able to see your problem. An organization may have the right tools, but until the problems at hand are identified it still just holds the right tools in a room it cannot see.
The second concept repeated throughout the readings is simplicity. The “design a great looking billboard” concept from Krug’s book is very useful in understanding exactly what the approach to simplicity should look like. The use of visual hierarchies and heuristics seems to be instrumental in allowing for efficient conscientious design.
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Google, Facebook, and Me
Google has been a part of my internet experience since the beginning. Google serves me in several ways, but ultimately all uses can be boiled down to information retrieval. Whether it be definitions of words, pictures of places, instructions on tasks, I use Google before asking a person almost every time. Without Google I do think about problems more deeply, but I gladly sacrifice depth of thought in these instances for the speed and efficiency that Google provides.
Facebook was something I resisted getting for a few months. After signing in for the first time at 13, it had been fairly involved in my life almost consistently since. I interact with facebook in the following ways:
Messaging- Communicating people whom I don’t know that well (I would use text if I were closer)
Events - Without events I would likely have deleted my facebook page. Smaller musicians and organizations I am interested in are difficult to keep track of without a centralized event scheduling system like Facebook. (It is also an easy way for friends to cast a wide net about events they are having)
I loathe the news feed. I feel as though I get very little return for the considerable time I read it. If I could hide or delete this feature, I surely would.
Twitter, Instagram, Tumblr, Snapchat, Reddit
Each of these platforms has a different function for me. With each platform comes a different persona I am trying to curate. I enjoy having the ability to provided an exaggerated/highlighted portion of myself.
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Timeliness for the stories visualized. (Dotted lines represent "ad" placement)
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