Abstract:
In the current market, social media plays a big part in how people shop. Despite the
current pervasiveness of social media, it is only in recent years that bigger businesses have begun
to use transmedia strategies in their marketing campaigns. However, with accessible digital
marketing tools readily available to anyone, businesses of any size can now incorporate these
tools into their everyday practices to enhance their brand awareness to their publics. Transmedia
strategies can easily be implemented into these everyday practices, and some bigger businesses
have already done this. Using transmedia marketing strategies helps brands engage with
audiences and result in brand stories that cross multiple platforms. However, there is evidence
that small businesses don’t have the manpower or enough resources to hire public relations
specialists to handle their online presence.The goal of this project is to develop a transmedia
experience that provides small businesses with a branding resource to improve brand presence
and awareness online. Teaching business professionals how to use transmedia marketing in a
user-friendly way can help them develop novel skills and strategies for brand development. The
transmedia marketing tool proposed here is intended to help businesses to strategize their brand
identities with audiences and cross-platform storytelling in mind.
Keywords: Transmedia, social media, experience map, qualitative interview, user testing,
Transmedia toolkit, co-creation session, website design
