673353 - Copy for Your Web campaign site

Status: RESOLVED FIXED

(Marketing :: Copy, task)

Description

[William Reynolds [:williamr]]

This bug is for the copy on the Your Web campaign site.

Design requirements can be found in bug 673350 and campaign info on the wiki page: https://wiki.mozilla.org/Websites/Your_Web

Carmen is currently drafting the copy and we'd like Matej to review it for a Mozilla and brand voice check before it's finalized.

Key content areas:
- Campaign explanation blurb
- Questions and CTA
- Filter names (eg: developers, artists, students, etc)

Timing: Still in flux while we get web dev resources, but I will comment in the bug when we have more info.

Comment 1

[Tara (musingt)]

This is on hold until further notice.

Comment 2

[Tara (musingt)]

William.  What's the plan for handling copy for this campaign?

Comment 3

[Tara (musingt)]

(a general update on this bug would be great, too.  Thanks)

Comment 4

[William Reynolds [:williamr]]

Carmen already took a first pass at the copy, which she can add here.

Once we have an initial design from Quodis in the next week or so, Winston and I can work with Carmen on refining the copy. Then it would be great to have Matej do a quick check for brand consistency and voice.

Comment 5

[Winston Bowden]

Hi there - 

We have some draft copy that's ready for Matej to finesse.  We'll also post the design once we get the draft back from Quodis, but wanted this on your radar.  

http://etherpad.mozilla.com:9000/Copy-Your-Web

Matej - if you'd like, William and I can set up 15-30 minutes to chat with you about the campaign and the target audience.

Comment 6

[Winston Bowden]

PS - in terms of finalizing copy, could we get this back by Wednesday?

Comment 7

[Tara (musingt)]

Quick 2 cents:

* I agree that we shouldn't be focusing on a single word, since we've moved away from that... but I also don't see this as an "idea".  it is essentially a string of words, thoughts, wishes, aspirations, etc about the web -- what we like about it and what we want to see come from it.  Right?  

* I like the web personas... Though I do feel like "web moderate" is oddly specific compared to the more vague descriptions of the other two.  I mean, is web moderate really just about social media (facebook) and email?  doesn't seem right to me. 


As a heads up for matej, we'll need copy for a submission form and other pieces as well.  Also, William, perhaps a mockup/sketch of what the page will look like will help Matej with some initial inspiration?  

I'd shy away from finalizing copy just yet... I think we'll need to wait for Quodis to come back with some mockups so we can better assess how much copy is needed and where it will go.  It'll help Matej too, in my opinion.

Matej, thoughts?

Comment 8

[Tara (musingt)]

Attachment: quick 'n dirty sketch

This is a quick sketch we showed to Quodis... lots of details that you don't see here (in discussion) and things will change once Quodis takes this and spins it into their own concept.  But just a reference of where we're headed.

Comment 9

[Tara (musingt)]

William / Winston:  are we set on the campaign header?  "Your Web" ?

Comment 10

[Matej Novak [:matej]]

It would definitely help me to see what this is going to look like, both for tone and word count. Any idea when you might have that?

I like the copy that's there, but if we aren't asking people for one word anymore, I think it's going to have to change (it's pretty focused on the power of one word right now).

I also like the personas idea, but I'm not sure we need to say "web" each time (and I agree that moderate is a little awkward in this case). Maybe I can try to come up with single words (or two words) that are a little more playful, but still get the idea across of who these people are.

Comment 11

[Matej Novak [:matej]]

I'm also working on some snippets for this for Monday, so it would be good to know if Your Web is the final name. Thanks!

Comment 12

[Winston Bowden]

Thanks, matej!

Yes - the copy that's there def needs to be re-worked around 3 words or less.  That's what we're asking the user for.

On campaign title - we're settled on that unless you have suggestions for something more impactful.   

We'll update with latest design asap.

Comment 13

[Tara (musingt)]

I wouldn't move too fast into final copy just yet since we haven't even seen Quodis's concept mock.  Things will move around.  And for the Snippet, if the main CTA is a question... that's essentially the snippet, right? 

I'm also inclined to suggest that the landing page header (if not campaign name) ties more closely to the actual question we're asking.  Or at the very least, the question/CTA should be pretty prominent on the page since everything we see rolls up into that.  I just want to make sure there is a clear / logical connection between "Your Web" and the questions we ask, etc.  I like "Your Web", fwiw.  Just saying.

Comment 14

[Winston Bowden]

Yeah, William brought up the concern of moving too fast as well. Understood/agreed. Just want this on your radar.  Also - we're suppose to get a mock up from quodis today, so assuming we'll have that in hand and can start churning out copy for next week.

Comment 15

[Tara (musingt)]

Attachment: Latest mock up

We've already shared feedback to Quodis on this. But wanted to give you a recent mockup for reference.

Comment 16

[Tara (musingt)]

william/winston:  please do keep matej in the loop on the latest mockups so he knows when to move forward.  Thanks!

Comment 17

[Winston Bowden]

Attachment: Mock_up1

Hi hi - 

These aren't the final mock ups, but they're really close.  Content outline is here: https://etherpad.mozilla.org/Copy-Your-Web

Matej - the most pressing piece are the persona names.

Comment 18

[Winston Bowden]

Attachment: Answer form

Comment 19

[Matej Novak [:matej]]

I've added a bunch of options for each persona name to the etherpad. I don't think they all have to start with the same word, even though I did repeat some from name to name. One we've settled on four we like, I can create simplified versions for l10n (though I think we're pretty close with beginner, moderate, savvy and creator).

Comment 20

[Tara (musingt)]

William, would you mind posting an update on this campaign here so we know how to prioritize the bugs? And if you think we can close this (and reopen later) that works too (might even be preferred so we can keep a clean bug list).  Let us know please!  Thanks.

Comment 21

[William Reynolds [:williamr]]

This campaign is currently on hold and is now planned for a Q1 launch. I'm talking with cbeard this week to go over ideas for making the messaging (and possibly the concept) more bold. Closing this for now and will reopen later once we have more info.