Project Qhubeka

Project description

During this project we have worked with the following research question: "How can we keep our fans connected with our brand while changing name and re-branding?"

Context

During this project we have researched how Qhubeka can use marketing and re-branding to connect with their fans. Qhubeka is a cycling team that also has their own charity. We have used eye-tracking and a lot of desk research in order to answer the main question.

Results

Our research resulted in the following conclusion:

• We recommend to optimize the website (New design, website should be designed on behalf of the interests of your fans)
• Furthermore we also recommend to create a contentstrategy (Storytelling, blogging, call-2-action)

Methodology

As mentioned before we have used desk research and eye-tracking to answer the main question. With the help of eye-tracking we have discovered how fans think about the website of Qhubeka and what can be optimized.

Furthermore desk researched helped us to gain more information about re-branding and how we can create a content strategy for Qhubeka. In a later stadium we have visualized a content strategy for Qhubeka that you can read in our projectdocument.

About the project group

In the past 12 weeks we have worked together on the project Qhubeka. We have applied all our knowledge about digital marketing during the project. The advantage within this project group is that we all come from another education as well. The studies of the project members are:

Communication
Entrepreneurship & retail management
Communication & multimedia design
ICT & media design
Sports Marketing

Downloads

• projectdocument_qhubeka.pdf