Current
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Industry Trends
Competitive Awareness
User Feedback
MARKETING PLATFORM FOR BESPOKE SNOWBOARD SCHOOL
NOMADICE was a marketing platform for a freelance snowboard instructor offering training, guiding and lessons in Niseko, Japan.
It was conceived to fill a gap in the local snowboard market, offering products that are currently popular across the industry but not being available to locals and guests in Niseko.
The snowsports school did not want to advertise for more business as they were already turning work away. The marketing platform seemed the best idea to market these bespoke products into a niche market.
GOAL: Launch a website to market niche snowboard products, create a unique brand identity that resonates with user motivations and trends within the industry.
Discovery
BRAND CONCEPT
For this website to work I needed to make sure it was delivering something different from what is already being offered in Niseko.
CURRENT
DEVELOPING A WEBSITE AND SNOWBOARD OFFERINGS THAT ARE FUTURE THINKING.
NOT ALREADY DATED. TAKING RISKS AND CREATING PRODUCTS THAT SPARK AN INTEREST. LOOKING TO BUILD FUTURE USERS.
TRENDS
3-7 year olds.
Female specific products/camps.
Backcountry specifically splitboarding.
Snow surfing, creative all mountain carving.
AWARENESS
Board designs reflect trends.
Focus on creative expression over competition.
Increase in snowboard specific products being offered.
Guests not following Ski School dated lesson systems.
FEEDBACK
Guests chasing specific goals over levels.
Users asking where/when can they learn ground tricks, splitboarding, pow surf etc
Identity
BRAND NAME
NO MA DICE
Randomly whilst working in the UK I had a colleague respond to me when I said what I did overseas saying 'Not my dice'. It was not a saying I had heard or believe is even one but from there it stuck in my head. Shortened to No'MaDice and then just Nomadice. It also can been dissected into Nomad Ice however this is just a fortunate play on the words.
Within the snowsports world there are common names used for snowsports schools however seeing how certain schools had used names not necessarily associated with snowboarding I realised that essentially the name needed to be memorable and something that could be associated with specialist snowboard products.
INDENTITY
LOGO DESIGN
Brainstorming Ideas
I started with pen and paper sketching ideas out.
I then used Procreate to layer potential fonts and see what colours worked.
I then used Photoshop and Illustrator to make working versions for web and print.
KEEP IT SIMPLE
As I progressed with building the website later on it became clear that a simple clear vector icon would work best.
The final logo ended up being two dice with NOMA DICE written on two of the sides. The previous text layer logos I thought would still work for stickers but looked cluttered when used on the actual website.
Indentity
POINT OF DIFFERENCE
It is common to work for snowsports schools where there is a mix of disciplines and standard portfolio or lessons. However around the world there are snowboard schools, generally small with a wider remit in what they choose to offer. This is normally dependent on the location and the types of coaches they have.
By looking at what they were offering I was able to benchmark what I was looking to offer in terms of products, branding and content.
Niche
SITE MAP
The site map was not that complicated but was a good starting point to figure out what pages I needed to create and how the information architecture would be constructed.
From talking with other managers from schools I was aware that websites of this kind were resources for those generally coming from marketing on social media. So they needed to be clear and simple to navigate with required information where you would expect it.
NIChe
WEBSITE CONTENT
SESSIONS
Although primarily setup to promote high end snowboard camps, training and tours. The bread and butter of instructing is still in demand. I created a Zero 2 Hero beginner package to promote fast track learning. Also a night time lessons which is popular in Niseko but sometime intimidating for those not used to riding under floodlights. A great way to get the most out of the varied terrain available.
TRAINING
Quite standard instructor training section. However various options for those local instructors just wanting some guidance throughout the season with even sessions and short 2/3 day programmes. Through to week long Level 1 camps both designed for those already signed up for a certification exam.
POWDER GUIDING
This is one of the main attractions for guests visiting Japan. Offering three levels of sessions to attract all comers.
Powder Coaching for those new or struggling to ride the deep snow.
Powder Explore for those wanting to take new skills out further into powder and gate accessed backcountry.
Powder Tours those that know what they know and want a guide to get them too where is best.
SPECIALITY CAMPS
These camps are an opportunity to test new ground and see what demand there is for future products.
Intro to splitboarding camps. Allowing those keen but intimidated by the new equipment and heading out into the backcountry.
Meta Rad - an experimental camp where the art of turning will be explored on all types of new snowboard designs. Opening up creative ways to go left and right around the mountain.
Niche
PERSONAS
When I was designing this website I was aiming to market the products to those guests and locals in Niseko, Japan.
Local or regular rider
Mixed ability family
Visitor who expects Japow.
NICHE
ADDED TESTIMONIALS
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Graeme - Family Snowboard Sessions
"Richie was an awesome snowboarding instructor for our two teenage boys and we hope to catch up with him on the snow again one day. He even took me out for a lesson and the first thing he suggested to me made a huge difference."
Louise - Advanced Snowboard Sessions
"You gaveus good foundations and confidence and we had heaps of fun, during the lessons and then when we were off enjoying the slopes. We survived five days of snowboarding and are already talking about coming back. We'll definitely seek you out for more lessons next time."
NIche
GOAL CENTRED PRODUCTS
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Meta Rad - Pow Surf Board Meeting
This camp is lead by the current resurgence in abnormal shaped snowboards. Designed to ride the whole mountain whilst also still be able to get creative on.
Pro riders, companies and videos are all moving in this direction and guests are keen to learn.
INTRO TO SPLITBOARDING
The cost of buying and renting a splitboard is high. Guests are always intrigued but sometimes put off and scared about the next level nature of splitboarding.
These camps allow users to learn the ropes at their speed and earn some lines of their own.
USER INTERFACE
INITIAL WEBSITE BUILD
CONTENT AND ARCHITECTURE
At first I built a basic website just to get started as I had only previously done websites for my art projects. This site was a means to get the information out. To see it work or not on screen and mobiles.
I did not code this website but rather used Yola to build each page. It was quite crude but helped me learn a lot and move forwards with this project.
USER INTERFACE
WEBSITE ITERATIONS
TONE AND STYLE
SOCIAL MEDIA
DRIVING DATA
The website itself operates like an old reference library as most visitors normally arrive via another platform. This is something I had discussed with Niseko school managers and they stated that besides word of mouth their primary source for guests is social media.
Created a Facebook Page for Nomadice and made sure to update this with current camps and training programmes.
I used Facebook marketing to target visitors and locals to draw a wider audience.
I used Insta to update with upcoming and document any programmes that were in progress.
I did not use any marketing on Instagram. Maybe in hindsight this would of been useful to do also.
Google Analytics
I used analytics to keep track of how Facebook advertising drove visitors to the website.
It was a good means to test what types of products, marketing material and demographics drew the best results. Also seeing if these were converted into bookings.