Website analysis – Freud Communications

Freud Communication is a strategic marketing and communications consultancy for consumer brands, public sector bodies and global corporations. Their clients include Warner Brothers, Universal Studios and the 2012 Olympics. But how successful is their website in communicating with the public?

Searchability:

• Freud’s main website (www.freud.com) is very easy to find. When typed into search engines such as Google and Ask Jeeves, it is the first result that is shown at the top of the page out of a possible 700,000.

Usability:

• Freud is very successful in making their website easy to use. All of the relevant information is presented in categories, which the audience can use to easily find their way around the site.
• All link and pages opened successfully without any problems, such as freezing or slow download speed.

Navigation:

• Navigation on Freud’s website is aided through structural navigation links, outlining the structure of the website and allowing users to go to other parts of the site; subordinating to the current page.
• There is a choice of five navigation links, which include such things as ‘Our Services’ and ‘Our People’. Once the user has clicked onto their desired link, a further list of options appears in a cascading menu. The cascading menu allows more options to be displayed at the side of the original link, giving the user a more specific area to which they want to focus on. 
• The ‘Contact us’ link on the Freud communication also allows the audience to get in contact with the company if they have any further enquiries.
• The navigation links are located in the centre of the screen, next to the company logo, making them easily accessible.

Design:

• The background colour for the website is black; which is complemented by the high contrast colours of the text e.g. white and blue. This makes it easy for the audience to read.
• Freud’s choice of typography is simple and modern, making it easy for the audience to read.
• Overall, the design compliments Freud Communications as a company, making it appear to be a very modern and appealing company.

Interactivity and UGC:

• Despite the success of the website in portraying who and what the company do, there is little User generated content (UGC) or ways of interacting with the audience.
• In the clients section, Freud could introduce videos or more detailed pictures to show the audience the exact work that they have produced for their clients, rather than just the clients logo. The audience could be given the opportunity to click on the clients logo and a seperate PDF file or HTML opens to allow them to view an online gallery of their work.
• However, it could be argued that Freud are not a news website, so don’t need a lot of UGC.

Overall, I believe that Freud do have a successful website in the way that they present themselves as a successful PR consultancy. However, they could improve by having more UGC, such as pictures, videos and opportunities for links to social networking sites; which makes it less hard work for the audience to gain a further insight into the company.

Travelling with Joel

Four months ago, Joel Keith, a good friend of mine, decided he was going to go travelling. A spur of the moment decision lead to one of the best experiences of Joel’s life. Joel arrived back in England late Sunday night and I was eager to hear all about it.

1)   What made you decide to go travelling?

Travelling has always been a big interest of mine. I had always wanted to visit different places in the world and get an understanding of other lifestyles. I had recently been made redundant, so this was a perfect opportunity for me. I knew if I had decided not to go, I would have looked back in regret.

2)   How did you organise your trip and decide where you wanted to go?

I had spoken to friends and family who had previously been travelling and got a lot of ideas and knowledge on where to go. I organised my whole trip through travel agency STA. I gave them a brief summary on where I wanted to go, and they organised my flights, some accommodation and my transportation throughout the trip. I had decided on Australia simply for the hot weather and endless amount of beaches. I also knew this was a popular destination for backpackers therefore I was guaranteed to meet people there and share the experience. I knew I wanted to go some where as well as Australia. I knew Malaysia and Thailand was also a popular choice for backpackers to go. I knew this would be a totally different lifestyle to Australia and wanted to discover the history and background of it.

3)  What has been the best place you have been to and why?

For me, the best place I went to was Koh Samui in Thailand. Koh Samui is a small island just off the mainland of Thailand. This was definitely my favourite place for a number of reasons. Firstly, Thailand is very cheap, which made transportation, accommodation, food and drink very affordable. In Koh Samui, I stayed in a 5 star hotel just 100 yards from the beach. The weather was fantastic everyday, which allowed me to spend a lot of time relaxing on the beach, dining by the sea and also enjoying Thai massages. I enjoyed the local cuisine and the friendliness of the people there. During my stay here I relaxed on a boat journey around the local islands. This included some swimming, snorkelling and kayaking.

4)  What places would you have liked to have gone to if you had the time/money and why?

If I had the time and money, I would have definitely made sure I visited New Zealand and Fiji. New Zealand appealed to me a lot, I would have loved to see the differences and similarities between there and Australia. Also the main reason I would have liked to go there would be to enjoy the adrenaline sports that they are famous for! Fiji also appealed to me a lot. The reviews I heard were amazing. I imagine it to be very similar to the islands of Thailand. People described it to me as “paradise”. Just pure white sandy beaches miles away from civilisation.

5)  What 3 pieces of advice would you give to anyone considering going travelling?

Firstly I would advise to spend approximately 6 weeks travelling the east coast of Australia. I had scheduled to be in Australia for 10 weeks. I soon discovered that I didn’t need all that time and found myself travelling back down some of the coast to kill time. Secondly I would suggest making sure you have enough money! Australia is generally very expensive. Accommodation isn’t cheap, neither is food and drink. That’s just the basics, as part of your trip most people decide to do some sort of extreme sport – skydive, bungee jump or white water rafting etc. The cost for this on top is huge! Finally, I would recommend travelling to anyone, especially if you’re considering going alone. I didn’t spend one day alone, and met some of the most amazing people on the way and developed some very strong friendships. Everyone is doing the same thing, and it’s best to do it whilst you’re young.

Abercrombie and Me

I love Abercrombie and Fitch and after visiting the London store yesterday, my love has been refreshed. I was first introduced to A&F when I was 12. I was in Florida and my mum kept going on about a store called Abercrombie that she wanted to visit. Ever since then I have taken over her love.

A&F Store in London

A&F has over 300 stores open in the USA, with only 3 open outside of the UK, one of which is located in London’s Saville Row. To me, A&F is so successful because of its sense of exclusiveness and brand acknowledgement. When I was in the store yesterday, countless amount of foreigners where purchasing their A&F goodies, emphasising on the fact that it is such a globally recognised brand.

A&F host a variety of clothing including Polo shirts, tracksuit bottoms, Flip Flops, Bags and my favourite Hoodies. There hoodies are expensive, ranging from £60 to £140, but in my eyes they are worth every penny. They will keep you warm through even the coldest of weathers and the nice big hood is so snug. A&F hoodies come in a rainbow of different colours, so you can choose whichever one suits you best. When I went to the A&F store in New York in 2008, I managed to spend $500 dollars. Now this is either me being very sad or me just making the most of the exchange rate at the time.

The perfumes and Cologne’s in Abercrombie are amazing. The mens cologne, Fierce, is actually in the air conditioning of the stores, so all of the clothes are made to smell of this scent. The stores themselves are one of a kind and if you like shops with a lot of lighting, avoid Abercrombie. The shops are in complete darkness and only the clothes are lit up. Loud, club music is played at a very high volume and some staff can even be seen dancing on the upper tier of the shop; and apparently they get paid to do this. Every single person working in the store is beautiful and in order to work at Abercrombie, you actually have to go through an audition stage and have a modelling contract – madness! However, lets just say the man who greets you at the front of the store, with lets just say a rather lovely toned body, does go down very nicely!

Here is how A&F became the brand we all know and love:

1892: David Abercrombie establishes the company as Abercrombie Co. in New York city. 

1904: Ezra Fitch became a partner in the business and the brand was renamed Abercrombie and Fitch

1910: A&F becomes first store in New York to provide for both men and women

1939:  A&F adopted the slogan ‘The greatest sporting goods store in the world’

1976: A&F announces it is bankrupt and closes its doors

1990: Limited Brands purchased A&F and was reestablished as a youthful upscale fashion retailer

2000: A&F sister brand, Hollister Co. is launched

2005: International expansion begins with new flagship stores opening in New York, Los Angeles and London

2009: Milan and Tokyo stores are opened

VIVA GLAM

M.A.C cosmetics charity, ‘ M.A.C aids fund’ was Established in 1994 to support men, women and children living with and affected by HIV/AIDS globally. VIVA GLAM I, II, III, IV, V and VI, were launched as continuous shades of lipsticks and lipgloss and have achieved tremendous success over the years.

 The lipsticks cost £12.50 and the lipgloss costs £12 – with 100% of the proceeds going towards the charity. M.A.C’s charity is a huge success throughout the world, with many people buying the products to do their bit for the charity. One lipstick can buy 1 months worth of public transport to ensure a woman can get to her doctors appointments, 1 rapid oral HIV tests and 23 female condoms or 233 male condoms – and there’s many more benefits. Wha’ts more, you the consumer not only benefits by having an exclusive, limited edition lipstick designed by one of your favourite pop stars or roll models, but people all around the world are also benefiting.

 The idea of ‘VIVA GLAM’ was to celebrate life and the outspoken attitude of M.A.C as a company. It was a connective idea that encompassed the diversity of M.A.C and its products, aiming them at all ages, sexes and races. It was, and still continues to be the ‘signature and the heart and soul of the company’. VIVA GLAM’s spokespeople are provocative, alternative and influential and reflect the diverse communities that M.A.C are trying to help come face to face with the epidemic. They are heroes we look up to for not only their personal triumphs, but people who have invented themselves and their created movements.

 Past campaigns have been fronted by Mary J Blige and Lil Kim, Sir Elton John and Christina Aguilera.  Spring 2010 sees two new VIVA GLAM shades introduced as limited life for 12 months on counter. These two new shades are fronted by Cyndi Lauper and the sensational Lady Gaga. Lady Gaga is  A legend in her own time whose shock value now comes with a couture tag, she jokes about “changing the world one sequin at a time.” With the launch of VIVA GLAM Gaga, that could be one shade at a time. Her take on HIV/AIDS prevention: Be selective about those you love.

Urban Photography

With summer almost upon us, I thought it was the perfect opportunity to make the most of the weather and take along my two friends for a photo shoot.  Summer has to be my favourite season, what with the beach, BBQ’s, light evenings and of course, who could forget, summer fashion.

I decided to take these photos at a deserted warehouse just a few miles from my home. As you will see from the photos, the warehouse is covered with graffiti and is a really eery and dark place to go. However, I thought that this would be a good contrast with the summer weather and clothing, so took advantage of both the weather and the setting.