University Project

Three Fiends Website Prototype & Marketing Campaign

For my Digital & Social Media Marketing module at university, I created a website prototype as well as a marketing campaign for a local brewery called Three Fiends.

Wireframes – https://www.figma.com/design/uOwMVIeZ2R08KfiyfSk5sk/Three-Fiends-WIreframes?node-id=0-1&t=f5otri47ZGimoPBh-1

Prototype – https://www.figma.com/design/gRGRS0w1UwYwKyvO30dptC/Three-Fiends-Website-Prototypes?node-id=0-1&t=gcaqaLOzkqiczSaJ-1

Project Breakdown

Website prototype

At the time of working on this assignment, Three Fiends’ existing website had issues and lots of things that could be improved upon, which was my job to do as part of the module. Some of these issues included low quality images, uneven sized boxes and missing information.

All of the pages on my design are centre aligned, compared to the existing design which is inconsistent with its page alignment. Starting off with the homepage, there is a carousel of images on an automatic cycle, for either products, or other aspects of the brand, each displaying a title and button as well as an image. A similar carousel is present on the current website; however it only has 2 images to switch between and one of the images is low quality. In addition, it doesn’t take up much space, whereas the version in my design takes up most of the page until the user scrolls down. The shop page has been changed from the existing page, the boxes containing each individual item are equal in size and are clearer to the user. On items that are sold out, there is a green bar with white text informing the user that the item is sold out. This is to make it a lot easier to read for the user. The taproom contains information on the permanent taproom that Three Fiends have in Meltham, with a picture attached, some information, and an interactive map, powered by Google Maps.

I made a new colour scheme for Three Fiends, as I felt its current colour scheme which was maroon and white, didn’t fit well with the brand. I decided to go with a brighter and clearer looking accent colour – green. Additionally, I stuck with the white background and went with dark grey for the banner and footer colour. I changed the colour scheme in order to improve brand image, and thought the maroon may detract from the marketing campaign I was planning.

Marketing campaign

Email newsletter

I had three different objectives for different channels of the campaign – email, social media & SEO. As this campaign was just for an assignment and wasn’t real, I had to come up with hypothetical but realistic aims for the numbers based on the campaign strategies I had in mind. For example, part of the campaign was to create an email newsletter and have 500 sign-ups within 12 months. This was to be achieved by adding a newsletter signup section to the website but also to promote the newsletter via social media and promote the perks of signing up. Additionally, when customers bought an item online, during checkout they would see a tick box asking them if they want to sign up for the newsletter. Using MailChimp, I created a mockup of what the newsletter could look like. As can be seen from the image, I included the same green accent colour that I used on the website, to keep the branding consistent. I also made a banner which can be seen at the top of the email.

Social Media

When I wrote my assignment, Three Fiends had 2472 followers on their main Instagram account, and 2537 on their account dedicated to their taproom (The Fourth Fiend). My aim was to increase both of these to 4000 at least within 12 months. I also planned to grow their X (Twitter) page from 1200 to 2000, and Facebook from 319 to 1000k, however the main focus was the Instagram pages.

I proposed that to grow their Instagram pages, Three Fiends would start posting more digital content, like posters and edited videos. Using Photoshop, I made a design mockup for a social media poster.

I took into consideration that in order to make graphics like this and edited videos, Three Fiends would need to either train existing staff or hire new staff who have the skills, which they’d have to be cautious with, as they are a small business. I also took into consideration the price of software such as the Adobe suite and the fact that Three Fiends could use a cheaper or even free alternative.

Short form content on platforms such as TikTok and Instagram Reels can be extremely beneficial in a marketing campaign, which is why as part of mine, I suggested that Three Fiends post plenty of videos on both of these platforms to engage with their younger audience.

SEO

SEO (Search Engine Optimisation) is extremely important for website and brand exposure, which is why my plan was for Three Fiends to increase organic traffic to their website by 25% within 12 months, with 40-70 clicks daily. In order to hit this target, I suggested that Three Fiends track the progress of the website by using a tool like Google Trends, which can help them improve keyword research. I also suggested that they implement the three types of SEO – Off-page, On-page, and Technical SEO.