Logbook

Week 1

Game concept creation
– Creation of the universe: overall design of the Amathia horror escape game and precise definition of the players’ immersive role throughout the experience
– Public presentation: team pitch delivered in an amphitheatre in front of the cohort to present the concept and defend the project’s viability

Market research and positioning (Marketing)
– Competitive benchmarking: rigorous comparative analysis of 19 potential competitors based on specific criteria (costs, accommodation sites, themes) to identify our competitive advantages
– Competitive mapping: schematic modelling of the market to visually represent our strategic positioning against competitors
– Target definition: creation of three distinct personas (varying ages, budgets and consumption profiles) to precisely target future customers
– Value proposition canvas: development of a customer-oriented framework to align our unique offer with the needs, desires and frustrations of personas regarding traditional escape games

Week 2

Budget Strategy and Profitability (Marketing)
– Budget engineering: Development and complex adjustment of the forecast budget by arbitrating key variables (event seasonality, session frequency, and player capacity).
– Pricing strategy: Setting the final selling price of the premium ticket with the objective of maximizing the project’s critical profitability.
– Marketing Mix analysis (4Ps): Conducting a diagnostic of the 4Ps (Product, Price, Place, Promotion) to validate our market differentiation and establish our positioning.

Audiovisual Production and Logistics
– Trailer shooting: Active participation in filming Amathia’s official promotional video during a production session at Château de Montabert.
– Production management and logistics: Operational and logistical management of on-site filming in tandem with a collaborator.
– On-screen appearance: Direct artistic involvement as an extra in the video scenes.

Media Planning
– Media design: Initial strategic reflection on the selection and deployment of future physical and digital campaign assets.

Week 3

Operational Deployment of Social Networks
– Channel creation: technical setup and online deployment of Astra agency’s official community platforms.
– Animation and content marketing: focus on the strategic development of the Instagram account through the creation and publication of several teaser posts to build intrigue around the event.

Comprehensive Communication Plan Design
– Methodological framing: full drafting of the communication document formalizing psychological objectives and target segmentation using the SMART methodology.
– Selection of levers (POEM matrix): mapping touchpoints using the POEM matrix to strategically assign each digital or physical channel to its dedicated target audience.
– Cross-channel ecosystem: balancing campaign actions between digital levers (social networks, website) and on-the-ground initiatives (non-conventional marketing).

Temporal and Editorial Planning
– Funnel scripting: detailed structuring of the campaign in a rigorous editorial calendar divided into 3 main strategic phases (Teasing, Launch, Event).
– Project modeling: visual and technical translation of this schedule into a Gantt chart using GanttProject software to optimize team organization.