Seeing the Problem
When I started at TicTacToe Marketing our largest market was summer camps. We would work monthly with 4-5 summer camps to create ongoing marketing campaigns. But I quickly identified a problem. We couldn’t get enough content--photos, videos, or stories--from these camps to create high-quality content consistently. Especially in the off-season. No matter how much we asked, camps simply wouldn’t share the content we needed to create a compelling narrative on their behalf, and it just wasn’t in the budget for their camps to pay us to come out and produce that content for them.
Ideating a Solution
But I had an idea. What if we could make creating and sharing content with us a regular, second-nature part of their day? Some of the most engaging content for summer camps isn’t the flashy, well-designed posts that we were often creating. What was most engaging, was the content that camps would create and post on their own. We just needed a way of getting them to create and share that content with us. And so CampView.
Developing the Brand
The name, CampView, was ideated to indicate the basic premise of the app. To give a clear view of life at summer camp. The Hashtag in the logo is a clear induction of social media marketing. Arrow on the “C” serves as both the letter “V” and shows the cyclical nature of the app. We chose to use a variety of rich colors and a complex gradient to add a fun element and make the app feel more playful and easy to use.
Designing the App
This app is still in development. The entire project--minus the actual coding--had been done by me. The app has one main function: to prompt users to capture or upload an image at a random time throughout the day, write a 1-2 sentence note describing what’s happening in the image, and then automatically upload that content to a library that the marketing company can access and use for content creation.