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| report:mkt [2026/05/31 20:24] – [4.5.2 Segmentation and targeting] team1 | report:mkt [2026/06/13 23:18] (current) – [4.5.5 Brand] team1 |
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| ==== 4.4 SWOT Analysis ==== | ==== 4.4 SWOT Analysis ==== |
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| A Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, proposed by Nielsen Norman group, was conducted to evaluate the internal strengths and weaknesses of the concept, as well as the external opportunities and threats that may influence its success [(NNGroup2025)]. | A SWOT analysis, proposed by Nielsen Norman group, was conducted to evaluate the internal strengths and weaknesses of the concept, as well as the external opportunities and threats that may influence its success [(NNGroup2025)]. |
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| Figure {{ref>fig:SWOT_Screen2Green}} shows the SWOT analysis of the project, including its strengths, weaknesses, opportunities, and threats. | Figure {{ref>fig:SWOT_Screen2Green}} shows the SWOT analysis of the project, including its strengths, weaknesses, opportunities, and threats. |
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| == 4.5.2.1 Demographic segmentation == | == Demographic segmentation == |
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| From a demographic perspective, the product primarily targets young adults, especially students and early-career individuals. These groups are particularly relevant because they often spend long hours studying or working with digital devices and are more likely to adopt app-connected lifestyle products. | From a demographic perspective, the product primarily targets young adults, especially students and early-career individuals. These groups are particularly relevant because they often spend long hours studying or working with digital devices and are more likely to adopt app-connected lifestyle products. |
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| == 4.5.2.2 Behavioral segmentation == | == Behavioral segmentation == |
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| From a behavioral perspective, the target audience includes individuals who experience high screen-time usage, struggle with distraction, or actively seek methods to improve concentration and time management. These users are likely to recognize the limitations of existing digital solutions and therefore see value in a system that makes digital habits more visible and encourages the development of healthier routines. | From a behavioral perspective, the target audience includes individuals who experience high screen-time usage, struggle with distraction, or actively seek methods to improve concentration and time management. These users are likely to recognize the limitations of existing digital solutions and therefore see value in a system that makes digital habits more visible and encourages the development of healthier routines. |
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| == 4.5.2.3 Psychographic segmentation == | == Psychographic segmentation == |
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| From a psychographic perspective, Screen2Green appeals to users who value self-improvement, well-being, sustainability, and personal responsibility. This segment is typically motivated by the desire to achieve a better balance between digital and physical life. Furthermore, these users are drawn to products that combine functionality with emotional and aesthetic value, particularly those that incorporate natural elements and promote a sense of calm and responsibility. | From a psychographic perspective, Screen2Green appeals to users who value self-improvement, well-being, sustainability, and personal responsibility. This segment is typically motivated by the desire to achieve a better balance between digital and physical life. Furthermore, these users are drawn to products that combine functionality with emotional and aesthetic value, particularly those that incorporate natural elements and promote a sense of calm and responsibility. |
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| == 4.5.2.4 Targeting strategy == | == Targeting strategy and persona == |
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| Based on these segmentation factors, Screen2Green adopts a focused targeting strategy centered on students, young adults, and urban users interested in digital well-being and indoor lifestyle solutions. This target group is considered highly relevant, as it demonstrates both a clear need for the proposed solution and a strong likelihood of adoption. Their familiarity with digital tools, combined with an increasing awareness of the negative effects of excessive screen-time, makes them particularly receptive to a hybrid solution that integrates technology with physical interaction. | Based on these segmentation factors, Screen2Green adopts a focused targeting strategy centered on students, young adults, and urban users interested in digital well-being and indoor lifestyle solutions. This target group is considered highly relevant, as it demonstrates both a clear need for the proposed solution and a strong likelihood of adoption. Their familiarity with digital tools, combined with an increasing awareness of the negative effects of excessive screen-time, makes them particularly receptive to a hybrid solution that integrates technology with physical interaction. |
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| == 4.5.2.5 Marketing persona == | |
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| In order to further refine the understanding of the target audience and support design and communication decisions, a representative marketing persona has been developed, see Figure {{ref>fig:user_persona}}. This persona illustrates a typical user within the target segment and serves as a practical reference point for guiding product development, user experience design, and marketing communication. In particular, it supports decisions related to simplicity, emotional engagement, and the integration of physical feedback mechanisms, which are central to the Screen2Green concept. | In order to further refine the understanding of the target audience and support design and communication decisions, a representative marketing persona has been developed, see Figure {{ref>fig:user_persona}}. This persona illustrates a typical user within the target segment and serves as a practical reference point for guiding product development, user experience design, and marketing communication. In particular, it supports decisions related to simplicity, emotional engagement, and the integration of physical feedback mechanisms, which are central to the Screen2Green concept. |
| </WRAP> | </WRAP> |
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| Name: Emma | * Name: Emma |
| | * Age: 22 years old |
| Age: 22 years old | * Occupation: University student |
| | * Background and lifestyle: Emma lives in a shared apartment in an urban environment. She maintains a busy daily schedule consisting of lectures, assignments, part-time work, and social activities. A significant portion of her day is spent using digital devices, both for academic purposes and free time. Her daily routine is highly structured but frequently interrupted by digital distractions. |
| Occupation: University student | * Behavioral characteristics: Emma frequently experiences difficulty maintaining focus due to constant smartphone distractions, including social media notifications and habitual checking behavior. Although she has previously experimented with productivity applications, she often finds them easy to ignore or disengage from over time. She is open to new solutions but prefers those that integrate naturally into her daily routine. |
| | * Needs and motivations: Emma seeks a solution that helps her manage screen-time and improve concentration without requiring excessive effort or creating additional stress. She values tools that provide clear, intuitive feedback and support gradual and sustainable behavior change. In particular, she is motivated by solutions that make her habits more visible and tangible rather than relying solely on abstract digital metrics. |
| Background and lifestyle: | * Values and attitudes: She places importance on mental well-being, balance, and personal development. Additionally, she has a growing interest in sustainability and appreciates products that incorporate natural elements. Furthermore, she values simplicity, aesthetic design, and emotional engagement, which influence her willingness to adopt and continue using a product. |
| Emma lives in a shared apartment in an urban environment. She maintains a busy daily schedule consisting of lectures, assignments, part-time work, and social activities. A significant portion of her day is spent using digital devices, both for academic purposes and free time. Her daily routine is highly structured but frequently interrupted by digital distractions. | * Goals and challenges: Emma’s primary goals include improving focus during academic work, reducing unnecessary screen-time, and establishing more structured daily routines. These goals are closely linked to her desire for increased productivity and improved mental well-being. At the same time, she faces several challenges, including frequent digital distractions, difficulty maintaining concentration over time, and a tendency to rely heavily on her smartphone. Existing productivity applications often fail to address these issues effectively, as they are easy to ignore and lack sustained engagement. |
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| Behavioral characteristics: | |
| Emma frequently experiences difficulty maintaining focus due to constant smartphone distractions, including social media notifications and habitual checking behavior. Although she has previously experimented with productivity applications, she often finds them easy to ignore or disengage from over time. She is open to new solutions but prefers those that integrate naturally into her daily routine. | |
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| Needs and motivations: | |
| Emma seeks a solution that helps her manage screen-time and improve concentration without requiring excessive effort or creating additional stress. She values tools that provide clear, intuitive feedback and support gradual and sustainable behavior change. In particular, she is motivated by solutions that make her habits more visible and tangible rather than relying solely on abstract digital metrics. | |
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| Values and attitudes: | |
| She places importance on mental well-being, balance, and personal development. Additionally, she has a growing interest in sustainability and appreciates products that incorporate natural elements. Furthermore, she values simplicity, aesthetic design, and emotional engagement, which influence her willingness to adopt and continue using a product. | |
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| Goals and challenges: | |
| Emma’s primary goals include improving focus during academic work, reducing unnecessary screen-time, and establishing more structured daily routines. These goals are closely linked to her desire for increased productivity and improved mental well-being. At the same time, she faces several challenges, including frequent digital distractions, difficulty maintaining concentration over time, and a tendency to rely heavily on her smartphone. Existing productivity applications often fail to address these issues effectively, as they are easy to ignore and lack sustained engagement. | |
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| === 4.5.3 Positioning === | === 4.5.3 Positioning === |
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| Positioning defines how Screen2Green should be perceived in the minds of users relative to competing products. The aim is to create a clear and distinctive place in the market by emphasizing the product’s unique combination of productivity support, digital well-being, and physical plant interaction. | Positioning defines how Screen2Green should be perceived in the minds of users relative to competing products [(pma_positioning_guide)]. The aim is to create a clear and distinctive place in the market by emphasizing the product’s unique combination of productivity support, digital well-being, and physical plant interaction. |
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| As illustrated in the perceptual map, existing solutions can be divided into two main categories based on their level of physical interaction and behavioral influence. Productivity applications such as Forest, Flora, and Focus To-Do demonstrate high behavioral influence but low physical interaction, as they operate purely in a digital environment and rely on user self-regulation. In contrast, physical plant-based solutions, including traditional plant pots, smart farming systems, and the AeroGarden Harvest, offer high physical interaction but limited behavioral influence, as they either require manual care or rely heavily on automation without actively encouraging behavioral change. | As illustrated in the perceptual map, existing solutions can be divided into two main categories based on their level of physical interaction and behavioral influence. Productivity applications such as Forest, Flora, and Focus To-Do demonstrate high behavioral influence but low physical interaction, as they operate purely in a digital environment and rely on user self-regulation. In contrast, physical plant-based solutions, including traditional plant pots, smart farming systems, and the AeroGarden Harvest, offer high physical interaction but limited behavioral influence, as they either require manual care or rely heavily on automation without actively encouraging behavioral change. |
| === 4.5.4 Marketing-Mix === | === 4.5.4 Marketing-Mix === |
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| The marketing mix provides a framework for translating strategy into practical market actions. The four main components are Product, Price, Place, and Promotion (4 Ps) [(alexandra2026)]. | The marketing mix provides a framework for translating strategy into practical market actions. The four main components are Product, Price, Place, and Promotion (4 Ps) [(alexandra2026)]. For Screen2Green, the marketing mix is especially important because the concept combines both physical and digital elements. The solution is not only a physical product, but also a service and user experience that connects digital behavior with real-world interaction. This positions Screen2Green as a hybrid offering. |
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| For Screen2Green, the marketing mix is especially important because the concept combines both physical and digital elements. The solution is not only a physical product, but also a service and user experience that connects digital behavior with real-world interaction. This positions Screen2Green as a hybrid offering. | |
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| | == Product == |
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| == 4.5.4.1 Product == | The core product consists of a smart indoor pot integrated with a mobile application. The system enables users to grow a plant while simultaneously monitoring and influencing their screen-time behavior through focus sessions and behavioral feedback mechanisms. From a marketing perspective, Screen2Green represents more than a purely tangible product. It combines physical components, digital services, and emotional experiences into a hybrid offering. The pot itself provides practical functionality through automated irrigation and plant monitoring, while the mobile application offers behavioral tracking, notifications, and productivity support. Together, these elements create an interactive user experience that differentiates the concept from traditional productivity applications and ordinary smart plant systems. |
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| The core product consists of a smart indoor pot integrated with a mobile application. The system enables users to grow a plant while simultaneously monitoring and influencing their screen-time behavior through focus sessions and behavioral feedback mechanisms. | The product also creates emotional and symbolic value. The visible growth and condition of the plant provide a tangible representation of the user’s digital habits, making otherwise invisible behavior more meaningful and easier to understand. In addition, the presence of greenery indoors may contribute to calmness, well-being, and aesthetic value in urban living environments. Because Screen2Green is currently in the introduction stage of the Product Life Cycle (PLC), the primary product objective is to create awareness and encourage early adoption. At this stage, the product should focus on delivering clear core functionality while communicating its unique value proposition effectively. |
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| From a marketing perspective, Screen2Green represents more than a purely tangible product. It combines physical components, digital services, and emotional experiences into a hybrid offering. The pot itself provides practical functionality through automated irrigation and plant monitoring, while the mobile application offers behavioral tracking, notifications, and productivity support. Together, these elements create an interactive user experience that differentiates the concept from traditional productivity applications and ordinary smart plant systems. | |
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| The product also creates emotional and symbolic value. The visible growth and condition of the plant provide a tangible representation of the user’s digital habits, making otherwise invisible behavior more meaningful and easier to understand. In addition, the presence of greenery indoors may contribute to calmness, well-being, and aesthetic value in urban living environments. | == Price == |
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| Because Screen2Green is currently in the introduction stage of the Product Life Cycle (PLC), the primary product objective is to create awareness and encourage early adoption. At this stage, the product should focus on delivering clear core functionality while communicating its unique value proposition effectively. | Screen2Green would primarily follow a value-based pricing strategy. Rather than setting the price solely based on production costs, the pricing reflects the perceived value created through the combination of productivity support, emotional engagement, sustainability, and smart technology integration. At the same time, pricing decisions must consider both internal and external factors, including development costs, competitor pricing, customer purchasing power, and perceived customer value [(LuisMACOM)]. Since the primary target group consists of students and young adults, affordability remains particularly important. |
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| | Based on the estimated prototype cost of approximately 72.44 €, the expected retail price could range between 70 € and 100 €. This range positions the product as affordable but still innovative enough to communicate quality and uniqueness. |
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| == 4.5.4.2 Price == | As a new product entering the market, Screen2Green would most likely benefit from a market penetration pricing strategy during the early stages of commercialization. This approach involves setting a relatively accessible price in order to attract a larger number of users quickly and increase market adoption [(LuisMACOM)]. Because the target market is relatively price-sensitive, a penetration strategy may support faster awareness, stronger word-of-mouth promotion, and broader market reach among students and young adults. In the future, additional revenue streams could be introduced through optional premium application features, subscription-based productivity tools, or complementary products such as seed kits and nutrient packs. |
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| Screen2Green would primarily follow a value-based pricing strategy. Rather than setting the price solely based on production costs, the pricing reflects the perceived value created through the combination of productivity support, emotional engagement, sustainability, and smart technology integration. | |
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| At the same time, pricing decisions must consider both internal and external factors, including development costs, competitor pricing, customer purchasing power, and perceived customer value [(LuisMACOM)]. Since the primary target group consists of students and young adults, affordability remains particularly important. | == Place == |
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| Based on the estimated prototype cost of approximately 43.99 €, the expected retail price could range between 50 € and 70 €. This range positions the product as affordable but still innovative enough to communicate quality and uniqueness. | The distribution strategy for Screen2Green focuses primarily on direct-to-consumer and digital distribution channels. The product would initially be sold through a dedicated website and major e-commerce platforms such as Amazon, while the application would be distributed through Google Play Store and Apple App Store. Physical retail partnerships could later be established with electronics and lifestyle retailers such as Worten, Fnac Portugal, and Leroy Merlin. These intermediaries may help increase accessibility, visibility, and customer trust by providing existing distribution networks, retail expertise, and market reach [(LuisMACOM)]. |
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| As a new product entering the market, Screen2Green would most likely benefit from a market penetration pricing strategy during the early stages of commercialization. This approach involves setting a relatively accessible price in order to attract a larger number of users quickly and increase market adoption [(LuisMACOM)]. Because the target market is relatively price-sensitive, a penetration strategy may support faster awareness, stronger word-of-mouth promotion, and broader market reach among students and young adults. | In addition, university campuses and student organizations represent highly relevant pilot distribution environments due to their direct connection to the target audience. These channels would support early testing, product demonstrations, and feedback collection. The chosen distribution channels should ensure that the product is both easily accessible and aligned with the purchasing behavior of digitally active consumers. Because Screen2Green combines hardware and software, efficient coordination between physical distribution and digital app availability is essential. |
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| In the future, additional revenue streams could be introduced through optional premium application features, subscription-based productivity tools, or complementary products such as seed kits and nutrient packs. | |
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| | == Promotion == |
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| == 4.5.4.3 Place == | The promotional strategy for Screen2Green should focus on creating awareness, educating consumers, and communicating the emotional and practical benefits of the concept. Since the product introduces a relatively new behavioral approach, promotion must clearly explain how the system works and why it provides value to users. An Integrated Marketing Communications (IMC) approach would be particularly suitable. IMC involves coordinating multiple communication channels to deliver a clear, consistent, and compelling message about the product and brand [(LuisMACOM)]. This is important for Screen2Green because the concept combines technology, well-being, sustainability, and lifestyle elements that must be communicated coherently. Social media platforms such as TikTok, Instagram, and YouTube would likely serve as the primary communication channels due to their relevance for the target audience. Visual content demonstrating plant growth, focus sessions, and real-life student usage scenarios would help communicate the concept effectively. |
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| The distribution strategy for Screen2Green focuses primarily on direct-to-consumer and digital distribution channels. The product would initially be sold through a dedicated website and major e-commerce platforms such as Amazon, while the application would be distributed through Google Play Store and Apple App Store. | |
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| Physical retail partnerships could later be established with electronics and lifestyle retailers such as Worten, Fnac Portugal, and Leroy Merlin. These intermediaries may help increase accessibility, visibility, and customer trust by providing existing distribution networks, retail expertise, and market reach [(LuisMACOM)]. | |
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| In addition, university campuses and student organizations represent highly relevant pilot distribution environments due to their direct connection to the target audience. These channels would support early testing, product demonstrations, and feedback collection. | |
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| The chosen distribution channels should ensure that the product is both easily accessible and aligned with the purchasing behavior of digitally active consumers. Because Screen2Green combines hardware and software, efficient coordination between physical distribution and digital app availability is essential. | |
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| == 4.5.4.4 Promotion == | |
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| The promotional strategy for Screen2Green should focus on creating awareness, educating consumers, and communicating the emotional and practical benefits of the concept. Since the product introduces a relatively new behavioral approach, promotion must clearly explain how the system works and why it provides value to users. | |
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| An Integrated Marketing Communications (IMC) approach would be particularly suitable. IMC involves coordinating multiple communication channels to deliver a clear, consistent, and compelling message about the product and brand [(LuisMACOM)]. This is important for Screen2Green because the concept combines technology, well-being, sustainability, and lifestyle elements that must be communicated coherently. | |
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| Social media platforms such as TikTok, Instagram, and YouTube would likely serve as the primary communication channels due to their relevance for the target audience. Visual content demonstrating plant growth, focus sessions, and real-life student usage scenarios would help communicate the concept effectively. | |
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| The communication mix could include several promotional tools: | The communication mix could include several promotional tools: |
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| - Advertising: Social media advertisements and short-form video campaigns can build awareness and explain the concept visually. | * Advertising: Social media advertisements and short-form video campaigns can build awareness and explain the concept visually. |
| | * Public relations: Collaborations with universities, digital well-being campaigns may increase credibility and public visibility. |
| | * Sales promotion: Introductory discounts, student bundles, or seed-kit giveaways may encourage early adoption. |
| | * Direct marketing: Personalized communication through app notifications, newsletters, and email campaigns may support long-term engagement and customer retention. |
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| - Public relations: Collaborations with universities, digital well-being campaigns may increase credibility and public visibility. | Since Screen2Green is positioned in the introduction stage of the PLC, informative advertising is especially important. The main promotional objective at this stage is to educate consumers, stimulate interest, and create awareness of the new product category [(LuisMACOM)]. |
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| - Sales promotion: Introductory discounts, student bundles, or seed-kit giveaways may encourage early adoption. | |
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| - Direct marketing: Personalized communication through app notifications, newsletters, and email campaigns may support long-term engagement and customer retention. | |
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| Since Screen2Green is positioned in the introduction stage of the Product Life Cycle, informative advertising is especially important. The main promotional objective at this stage is to educate consumers, stimulate interest, and create awareness of the new product category [(LuisMACOM)]. | |
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| === 4.5.5 Brand === | === 4.5.5 Brand === |
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| Branding is important because Screen2Green is not only a functional product, but also an experience-based concept that relies on emotional resonance and user identification. The brand should therefore communicate calmness, growth, balance, and self-improvement. The name Screen2Green clearly reflects the central idea of the concept. “Screen” represents digital habits, smartphone use, and the challenge of excessive screen time, while “Green” represents nature, plants, health, and renewal. Together, the name communicates a transformation from digital overload to healthier and more natural habits. This makes the name both descriptive and memorable. The visual identity aligns with the same meaning. Green tones are particularly suitable because they are associated with calmness, growth, nature, and health. These associations support the emotional positioning of the product and strengthen the connection between digital well-being and nature-based interaction. A minimalistic design style also supports the product’s focus on clarity, balance, and reduced distraction, which aligns with the overall goal of promoting mindful technology use. | Branding is important because Screen2Green is not only a functional product, but also an experience-based concept that relies on emotional resonance and user identification. The brand should therefore communicate calmness, growth, balance, and self-improvement. The name Screen2Green clearly reflects the central idea of the concept. “Screen” represents digital habits, smartphone use, and the challenge of excessive screen time, while “Green” represents nature, plants, health, and renewal. Together, the name communicates a transformation from digital overload to healthier and more natural habits. The words also have similar pronounciation, making the name memorable and easy to recognize. Additionally, this makes the name both descriptive and memorable. |
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| | The visual identity was designed to reinforce the connection between technology and nature. The logo in Figure {{ref>logo_Screen2Green}} shows green tones (#aac03e and #637f30) that were selected to represent plants, growth, health, and sustainability, while a brown tone (#5f4228) symbolizes soil and the natural environment in which the plant grows. These color choices support the emotional positioning of the product and strengthen the association between digital well-being and nature-based interaction. |
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| The logo reinforces this identity by using plant-related symbolism in a simple and recognizable form. The curved organic shape resembles a growing plant while simultaneously creating a dynamic and modern appearance that reflects both nature and technology. The inclusion of a water droplet symbolizes plant care, nourishment, and the behavioral feedback system integrated into the product. The logo design therefore visually communicates growth, interaction, and sustainable behavior in a compact and memorable way. | The logo further reinforces this identity through a combination of typography and symbolism. In the logo, the word “to” is replaced by the number “2”, which shares the same pronunciation while also being stylized to resemble a small growing plant. This creates a visual representation of transformation and growth while maintaining a modern and recognizable appearance. The logo also incorporates organic shapes and plant-inspired elements that connect directly to the product’s purpose. The regular version of the Univers Condensed typeface was selected to create a clean, simple, and professional visual expression that aligns with the product’s focus on clarity, balance, and reduced distraction. |
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| | <WRAP centeralign> |
| <WRAP center round box 60%> | |
| <figure logo_Screen2Green> | <figure logo_Screen2Green> |
| {{ :report:logo.png?400 |Logo for Screen2Green}} | {{ :report:logo.png?400 |Logo for Screen2Green}} |
| </figure> | </figure> |
| </WRAP> | </WRAP> |
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| In addition to the logo and slogan, several communication materials were developed to support the branding strategy and strengthen product visibility. These include a flyer, a tri-fold leaflet, and a promotional poster. All materials follow a consistent visual identity through the use of green and earthy color palettes, natural imagery, soft backgrounds, and clean layouts. This consistency helps create a cohesive brand experience across different communication platforms and reinforces the product’s association with calmness, mindfulness, sustainability, and healthier digital habits. | In addition to the logo and slogan, several communication materials were developed to support the branding strategy and strengthen product visibility. These include a flyer, a tri-fold leaflet, and a promotional poster. All materials follow a consistent visual identity through the use of green and earthy color palettes, natural imagery, soft backgrounds, and clean layouts. This consistency helps create a cohesive brand experience across different communication platforms and reinforces the product’s association with calmness, mindfulness, sustainability, and healthier digital habits. |
| == Flyer == | == Flyer == |
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| The flyer seen in Figure {{ref>flyer_screen2green}} was designed as a concise promotional communication tool intended to quickly introduce the product concept and its key features to potential users. The layout combines product visuals, branding elements, and simplified feature descriptions in order to communicate the product in an accessible and visually appealing way. The flyer highlights features such as real-time screen feedback, visual habit tracking, and mindful technology use while emphasizing the connection between the mobile application and the physical plant system. The inclusion of App Store and Google Play icons also reinforces the perception of Screen2Green as a connected ecosystem combining both hardware and software. The slogan “Making the invisible visible” further strengthens the brand identity by emphasizing the product’s core concept. Screen habits and digital behavior are normally invisible and difficult for users to perceive in a meaningful way. By translating screen usage into the visible condition and growth of a living plant, Screen2Green creates a physical representation of digital habits. The slogan therefore communicates both behavioral awareness and personal responsibility in a concise and memorable manner. | The flyer seen in Figure {{ref>flyer_screen2green}} was the first design of the flyer. The primary goal of this first version was to communicate the core idea of the product and establish a visual identity that reflected the connection between technology and nature. The flyer introduced the Screen2Green concept, the logo, the slogan, and the main product features while exploring how these elements could be combined into a coherent promotional material. During evaluation, several areas for improvement were identified. The layout lacked a clear visual hierarchy, some information competed for attention, and the product benefits were not communicated as effectively as intended. While the overall concept and visual direction were considered appropriate, the design required refinement to improve readability, structure, and branding consistency. |
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| The flyer additionally uses calming colors and natural visual elements to create an emotionally positive impression that aligns with the project’s focus on mental well-being and balanced technology use. The minimalistic structure improves readability while ensuring that the main message can be understood quickly. | <WRAP centeralign> |
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| <WRAP center round box 60%> | |
| <figure flyer_screen2green> | <figure flyer_screen2green> |
| {{ :report:flyer_screen2green.png?nolink&400 |Flyer}} | {{ :report:flyer_screen2green.png?nolink&600 |First flyer}} |
| <caption>Flyer</caption> | <caption>First flyer design</caption> |
| </figure> | </figure> |
| </WRAP> | </WRAP> |
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| == Leaflet == | As a result, the flyer was redesigned and refined into the final version seen in Figure {{ref>flyer_final}}. The Screen2Green logo is positioned prominently at the top of the flyer to strengthen brand recognition. A light gray background (#d9d8dd) was chosen to create a clean and neutral foundation, while green accents (#aac03e) reinforce the product’s connection to nature and growth. Below the logo, short explanatory text introduces the concept in a simple and accessible manner. A series of concise feature descriptions highlights the main benefits of the product, including focus support, plant growth feedback, and screen-time awareness. A high-quality render of the pot and plant is displayed alongside these features to provide a clear visual representation of the product. App Store and Google Play icons are included at the bottom of the flyer to emphasize the connection between the physical product and its accompanying mobile application. |
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| A tri-fold leaflet was also developed to provide more detailed information about the product, its purpose, and its functionality. Compared to the flyer, the leaflet allows for more in-depth communication while still maintaining a visually approachable presentation style. The front panels seen in Figure {{ref>foldedleaflet}} use questions such as “Excessive screen time?”, “Endless scrolling?”, and “Digital overload?” in order to immediately engage users and create identification with common digital well-being challenges. This approach helps establish emotional relevance before introducing the product solution. | The final flyer also incorporates the slogan “Making the invisible visible,” which strengthens the brand identity by emphasizing the product’s core concept. Screen habits and digital behavior are often difficult for users to perceive in a meaningful way. By translating screen usage into the visible condition and growth of a living plant, Screen2Green creates a physical representation of digital habits. The slogan therefore communicates both behavioral awareness and personal responsibility in a concise and memorable way. The redesign process focused on improving visual consistency with the overall branding strategy. The final flyer uses calming colors, natural imagery, and a minimalistic layout to create an emotionally positive impression that aligns with the project's focus on mental well-being and balanced technology use. The cleaner structure, improved visual hierarchy, and more focused messaging make the final flyer easier to read and more effective at communicating the value proposition of Screen2Green. |
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| <WRAP center round box 60%> | <WRAP centeralign> |
| <figure foldedleaflet> | <figure flyer_final> |
| {{ :report:folded_leaflet.png?nolink&400 |Folded leaflet}} | {{ :report:flyer_final.png?nolink&600 |Final flyer}} |
| <caption>Folded leaflet</caption> | <caption>Final flyer</caption> |
| </figure> | </figure> |
| </WRAP> | </WRAP> |
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| <WRAP center round box 60%> | == Leaflet == |
| <figure backandfrontofleaflet> | |
| {{ :report:opened_leaflet.png?nolink&400 |Back and front of leaflet}} | A gatefold leaflet was also developed to provide more detailed information about the product, its purpose and its functionality. Compared to the flyer, the leaflet allows for more in-depth communication while still maintaining a visually approachable presentation style. The front panels seen in Figure {{ref>foldedleaflet}} use questions such as “Excessive screen time?”, “Endless scrolling?”, and “Digital overload?” in order to immediately engage users and create identification with common digital well-being challenges. This approach helps establish emotional relevance before introducing the product solution. |
| <caption>Backside and front of the leaflet</caption> | |
| | <WRAP centeralign> |
| | <figure foldedleaflet> |
| | {{ :report:leaflet_correct_outside.png?nolink&600 |Leaflet outside}} |
| | <caption>Opened leaflet</caption> |
| </figure> | </figure> |
| </WRAP> | </WRAP> |
| Inside the leaflet, the system functionality, hardware components, behavioral benefits, and product features are explained through concise text sections supported by visuals. The leaflet also emphasizes how the system encourages healthier habits through visual plant feedback and mindful interaction. By combining emotional messaging with practical product information, the leaflet supports both user engagement and product understanding. | Inside the leaflet, the system functionality, hardware components, behavioral benefits, and product features are explained through concise text sections supported by visuals. The leaflet also emphasizes how the system encourages healthier habits through visual plant feedback and mindful interaction. By combining emotional messaging with practical product information, the leaflet supports both user engagement and product understanding. |
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| <WRAP center round box 60%> | <WRAP centeralign> |
| <figure insideofleaflet> | <figure insideofleaflet> |
| {{ :report:leaflet_inside.png?nolink&400 |The inside of the leaflet}} | {{ :report:leaflet_correct_inside.png?nolink&600 |Leaflet inside}} |
| <caption>Inside of the leaflet </caption> | <caption>Inside of the leaflet </caption> |
| </figure> | </figure> |
| A promotional poster was developed as part of the overall communication strategy to support presentations, exhibitions, and public product promotion. The poster combines the physical prototype with the mobile application interface in order to visually demonstrate the integration between hardware and software. Figure {{ref>poster}} shows the poster that highlights several key behavioral and psychological benefits of the system, including reduced digital overstimulation, improved focus, and healthier screen habits. The use of concise statements, visual hierarchy, and strong product imagery allows the main concept to be communicated quickly and effectively even at a distance. | A promotional poster was developed as part of the overall communication strategy to support presentations, exhibitions, and public product promotion. The poster combines the physical prototype with the mobile application interface in order to visually demonstrate the integration between hardware and software. Figure {{ref>poster}} shows the poster that highlights several key behavioral and psychological benefits of the system, including reduced digital overstimulation, improved focus, and healthier screen habits. The use of concise statements, visual hierarchy, and strong product imagery allows the main concept to be communicated quickly and effectively even at a distance. |
| |
| | <WRAP centeralign> |
| <WRAP center round box 60%> | |
| <figure poster> | <figure poster> |
| {{ :report:poster.png?nolink&400 |Poster}} | {{ :report:poster.png?nolink&400 |Poster}} |
| </figure> | </figure> |
| </WRAP> | </WRAP> |
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| |
| The consistent use of typography, color palettes, logo placement, and natural imagery across the poster, flyer, leaflet, and logo contributes to stronger brand recognition and a more professional market identity. Maintaining consistency across communication materials is important for improving memorability, building credibility, and establishing a cohesive brand presence. Overall, the Screen2Green branding strategy was designed not only to promote the product itself, but also to communicate broader values related to sustainability, mindfulness, healthier digital behavior, and reconnection with nature. The combination of emotional messaging, natural symbolism, and technological integration helps position Screen2Green as both a functional smart product and a meaningful lifestyle-oriented experience. | The consistent use of typography, color palettes, logo placement, and natural imagery across the poster, flyer, leaflet, and logo contributes to stronger brand recognition and a more professional market identity. Maintaining consistency across communication materials is important for improving memorability, building credibility, and establishing a cohesive brand presence. Overall, the Screen2Green branding strategy was designed not only to promote the product itself, but also to communicate broader values related to sustainability, mindfulness, healthier digital behavior, and reconnection with nature. The combination of emotional messaging, natural symbolism, and technological integration helps position Screen2Green as both a functional smart product and a meaningful lifestyle-oriented experience. |
| === 4.6.2 Budget === | === 4.6.2 Budget === |
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| As Screen2Green is currently in the introduction stage of the product life cycle, the primary marketing objective is to create awareness and encourage product trial among early adopters. During this phase, marketing investments are expected to focus mainly on digital communication channels and low-cost promotional activities that can efficiently reach the target audience. | As Screen2Green is currently in the introduction stage of the product life cycle, the primary marketing objective is to create awareness and encourage product trial among early adopters. During this phase, marketing investments are expected to focus mainly on digital communication channels and low-cost promotional activities that can efficiently reach the target audience. Successful product launches often require investment in multiple communication activities, including social media advertising, influencer partnerships, promotional campaigns, and content creation. The source also highlights that marketing budgets should prioritize visibility, audience targeting, and measurable customer acquisition strategies [(launchpadAgency)]. |
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| | Since Screen2Green is currently developed as a prototype and startup-scale concept, the proposed marketing budget is significantly smaller than large-scale commercial launches. Instead, the strategy focuses on cost-efficient digital promotion and highly targeted communication toward students and young adults. The estimated budget presented in Table {{ref>marketing_budget}} is adapted from typical startup marketing allocation and launch campaign recommendations, but scaled to fit the smaller scope of the project [(launchpadAgency)]. |
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| Successful product launches often require investment in multiple communication activities, including social media advertising, influencer partnerships, promotional campaigns, and content creation. The source also highlights that marketing budgets should prioritize visibility, audience targeting, and measurable customer acquisition strategies [(launchpadAgency)]. | <WRAP center round box 80%> |
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| Since Screen2Green is currently developed as a prototype and startup-scale concept, the proposed marketing budget is significantly smaller than large-scale commercial launches. Instead, the strategy focuses on cost-efficient digital promotion and highly targeted communication toward students and young adults. The estimated budget presented in Table {{ref>marketing_budget}} is adapted from typical startup marketing allocation and launch campaign recommendations [(launchpadAgency)], but scaled to fit the smaller scope of the project. | |
| <table marketing_budget> | <table marketing_budget> |
| <caption>Future marketing budget</caption> | <caption>Future marketing budget</caption> |
| |Product launch campaign| Introductory offers, giveaways, and launch-related promotion| 150 - 250 € | | |Product launch campaign| Introductory offers, giveaways, and launch-related promotion| 150 - 250 € | |
| |Analytics and monitoring tools| Campaign tracking and social media analytics| 50 - 100 € | | |Analytics and monitoring tools| Campaign tracking and social media analytics| 50 - 100 € | |
| | **Total** | | 1075 - 2000 €| | | **Total** | |**1075 - 2000 €**| |
| </table> | </table> |
| | </WRAP> |
| |
| The largest share of the budget is allocated to social media promotion and influencer collaborations, as these channels provide strong targeting opportunities and measurable engagement among the intended audience. Additionally, digital campaigns allow continuous monitoring and optimization based on campaign performance. | The largest share of the budget is allocated to social media promotion and influencer collaborations, as these channels provide strong targeting opportunities and measurable engagement among the intended audience. Additionally, digital campaigns allow continuous monitoring and optimization based on campaign performance. |
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| During the introduction phase, the primary objectives are to increase brand awareness, generate user engagement, encourage pilot participation, and promote early adoption of the product and application. Therefore, the key performance indicators for Screen2Green should focus on awareness, engagement, user acquisition, and retention. | During the introduction phase, the primary objectives are to increase brand awareness, generate user engagement, encourage pilot participation, and promote early adoption of the product and application. Therefore, the key performance indicators for Screen2Green should focus on awareness, engagement, user acquisition, and retention. The KPI targets presented in Table {{ref>marketingKPI}} are adapted from commonly used digital marketing performance metric and benchmark recommendations [(activeCollab)]. These targets are scaled to fit the smaller scope and startup-oriented nature of the Screen2Green project. |
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| The KPI targets presented in Table {{ref>marketingKPI}} are adapted from commonly used digital marketing performance metric and benchmark recommendations [(activeCollab)]. These targets are scaled to fit the smaller scope and startup-oriented nature of the Screen2Green project. | |
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| | <WRAP center round box 100%> |
| <table marketingKPI> | <table marketingKPI> |
| <caption>Marketing KPIs and targets</caption> | <caption>Marketing KPIs and targets</caption> |
| |Website traffic| > 3000 website visits|Measure campaign-generated traffic|Google Analytics| | |Website traffic| > 3000 website visits|Measure campaign-generated traffic|Google Analytics| |
| </table> | </table> |
| | </WRAP> |
| |
| === 4.6.4 Control === | === 4.6.4 Control === |