JeremyJuel          CeciliaMathewson      ElaMišut           LyleZoumut
creative director   marketing director   research ...
Landscape
                                3,300 American
                                    colleges




  Adoption
     ...
Microsoft                         Room for
Advantage                         Improvement
• The Microsoft Brand            ...
Engage in an interactive social marketing campaign

• Attend to target market’s preference for engaging advertisements



...
featuring music from “Dyno Jamz”
Viral Marketing
• “Where Have All the Flash Drives Gone?”
  Campaign
• Interactive newsfeed


Social Media
• Facebook
• Li...
Strategic Partnerships
• Microsoft Entertainment & Devices
  Division
• American Association of University
  Professors


...
Flight 2: September 1 – November 30
                                                     $2,080,000
Flight 1: June 1 – Jul...
Click Through Rates
• First tracking measure


Sign-Ups
• Based on successful conversions
• Track proportionate to spend

...
5 Million Student Sign-Ups
• Generated from campaign’s successful conversions
• Generated from tracking workspaces of the ...
Increased adoption will                                 Post-College
allow for an effective                               ...
Unlimited imagination, passion, & creativity allows our advertising agency to
                    bring you the very best ...
Questions?
Comments?
PRESENTATION SLIDES            APPENDIX SLIDES

Understand the Target Market   Target Market Population
The Current Situat...
29,435,332 – 59.7% = 11,862,439 students




   http://factfinder.census.gov/servlet/STTable?_bm=y&-geo_id=01000US&-
    q...
Sources: Quantcast & Forrester
Key Word Sample:
•Online storage
•File storage
•Document sharing
•Remote access
•Online collaboration
•Peer collaboration
...
Inexpensive
Price
        Expensive




                                                                   File sharing/ed...
Microsoft Advertising Digital Challenge 2009 Slides
Microsoft Advertising Digital Challenge 2009 Slides
Microsoft Advertising Digital Challenge 2009 Slides
Microsoft Advertising Digital Challenge 2009 Slides
Microsoft Advertising Digital Challenge 2009 Slides
Microsoft Advertising Digital Challenge 2009 Slides
Microsoft Advertising Digital Challenge 2009 Slides
Microsoft Advertising Digital Challenge 2009 Slides
Microsoft Advertising Digital Challenge 2009 Slides
Microsoft Advertising Digital Challenge 2009 Slides
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Microsoft Advertising Digital Challenge 2009 Slides

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Microsoft Advertising Digital Challenge 2009 Slides

  1. 1. JeremyJuel CeciliaMathewson ElaMišut LyleZoumut creative director marketing director research director managing principal
  2. 2. Landscape 3,300 American colleges Adoption Population Behavior Early adopters Understand 11.8M the target market to gain 5M new sign-ups Technographics Psychographics File sharing Tech trends: email & savvy, always USB flash connected, & drives highly mobile
  3. 3. Microsoft Room for Advantage Improvement • The Microsoft Brand • Exact formatting not • Office is the standard retained • Easy to use interface • No simultaneous editing • Massive brand extension functions to leverage • Editing limited to software ownership SWOT Analysis Opportunities Potential Threats • First mover advantage • Email & USB flash drive • Bridge gap between PC dependence & Mac students • GoogleDocs • Potential partnerships • Blackboard Academic with universities Suite • Technological malfunctions
  4. 4. Engage in an interactive social marketing campaign • Attend to target market’s preference for engaging advertisements Design compelling creative that connects with core audience • Inspires two way communication • Friend to friend, face to face Leverage resources with strategic partnerships to maximize awareness & adoption • Many brand extensions to leverage Tangible results • 5 million sign-ups from the target market
  5. 5. featuring music from “Dyno Jamz”
  6. 6. Viral Marketing • “Where Have All the Flash Drives Gone?” Campaign • Interactive newsfeed Social Media • Facebook • LinkedIn • YouTube Search Advertising • Microsoft AdCenter • Search Engine Optimization
  7. 7. Strategic Partnerships • Microsoft Entertainment & Devices Division • American Association of University Professors Display • Banner & Rich Media • MSN • ESPN • Comedy Central • RateMyProfessors New Media Advertising • Bzzagent.com
  8. 8. Flight 2: September 1 – November 30 $2,080,000 Flight 1: June 1 – July 15 $920,000 Search 48% Search 32% Display 41% Display 59% Other Other 9% 11%
  9. 9. Click Through Rates • First tracking measure Sign-Ups • Based on successful conversions • Track proportionate to spend Managing Campaign • Negotiate to attain the best value • Ambassadors for Microsoft Course Correct • Allocate to what has proven successful at given point in time
  10. 10. 5 Million Student Sign-Ups • Generated from campaign’s successful conversions • Generated from tracking workspaces of the professors attracted by campaign Usage Rate • Increased student usage rate tracked by service support staff • Time spent on workspace, files uploaded/viewed Benefit from Strategic Partnerships • Immediate action
  11. 11. Increased adoption will Post-College allow for an effective •After college, users Workspace use incites new revenue stream attracted by marketing purchase of Microsoft campaign will realize •Demand for advertising Office benefits and use in within Microsoft Live Office professional careers Workspace
  12. 12. Unlimited imagination, passion, & creativity allows our advertising agency to bring you the very best solutions. Accountable for your campaign’s success Always have Skilled fun & stand multimedia behind what experts we do for you Adopt your Microsoft business adCenter mission to Certified guide us
  13. 13. Questions? Comments?
  14. 14. PRESENTATION SLIDES APPENDIX SLIDES Understand the Target Market Target Market Population The Current Situation Market Research Data The Game Plan SWOT Part I FlashDrives Promo Ad SWOT Part II Viral Marketing Concept Budget Table Flight 1 Sharing Made Easy Promo Ad Budget Table Flight 2 Campaign Banners Usage Statistics Promotional Channels I Keywords & Ad Copy Promotional Channels II Perceptual Map Campaign Budget Blog Concept Tracking Progress Success The Future The Sandbox Advantage
  15. 15. 29,435,332 – 59.7% = 11,862,439 students http://factfinder.census.gov/servlet/STTable?_bm=y&-geo_id=01000US&- qr_name=ACS_2007_3YR_G00_S1401&-ds_name=ACS_2007_3YR_G00_
  16. 16. Sources: Quantcast & Forrester
  17. 17. Key Word Sample: •Online storage •File storage •Document sharing •Remote access •Online collaboration •Peer collaboration •File synchronization •Collaboration software •Collaboration tools •File hosting •File sharing •Online space •File collaboration Negative Key Word Sample: •Physical storage •Hard disk
  18. 18. Inexpensive Price Expensive File sharing/editing & File Sharing Functionality & Accessibility synchronization only

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