I AM THOMPSON PUNKE.Overview:This integrated digital marketing plan will bring passion to Ping-Pong and bring theessence of Thompson Punke to life. It will broaden the funnel for capturingawareness of the social community surrounding the brand as well as captivate valueexchange to drive towards increased interactivity and conversion. Utilizing a multipletouch point strategy, this campaign will focus on community acquisition, interactionand conversion
Goals/ KPIs:• Integrate into larger marketing plans• Community growth• Mentions/Sentiment• Shares• Downloads• Traffic• Conversions: Google Analytics
Content/Platforms:• Pong Punke App• Facebook Fan Page• Blog Outreach• Brand Ambassador• #Cho, #PongPunke, #FindurPunke via Twitter• Tumblr• Pinterest• Instagram
Do you PUNKE? Platform:Pong Punke AppA free iPhone app that integrates your social graph (Facebook, Twitter,Foursquare) with geo-location and tells you where the nearest Ping-Pong locationis in real-time from your current location.The app also allows you to invite others to play, schedule games, share your topscores, photos, and post comments/tips across your social networks.Businesses can utilize it to conduct/coordinate open table tennis meets orcompetitions for creative breaksUsers who download the app receive a discount for their first Thompson Punkepurchase and an invitation to join the Thompson Punke community online:Facebook, Twitter, Instagram, Tumblr, and share by using the #Cho, #PongPunke,#FindurPunke tags.Metrics: Downloads, reviews, shares, mine for consumerinsights/behavior/intelligence.
Platform:Thompson Punke Dedicated Facebook Fan Page• Create a brand page that inspires and imbibes the essence of the Thompson Punke lifestyle.• Consistent updates: Photos, events, contests, behind the scenes, Ping-Pong trivia.• Metrics: Track Growth, gather and analyze insights Punke Passion
Platform:Blog OutreachReach out to influential (Ping-Pong enthusiasts and street fashion)bloggers for interviews and online features. Send them a free t-shirt,a press release for the app, and a special discount offer to sharewith their readers.Metrics: Track posts, measure reach, cross-promote to Facebookfans and Twitter followers. Utilize codes for tracking sales andGoogle Analytics for user journey.
Platform:Brand AmbassadorsIdentify key brand enthusiasts who have phenomenal social reachand empower them to become brand ambassadors. Let them knowyou believe they embody the essence of Thompson Punke andwould like them to be spokespeople for the brand.Invite them for an exclusive tour, press events, ask them to joinforces and help make the brand become a lifestyle by posting onFacebook, Twitter, Instagram, Tumblr, and share using the #Cho,#PongPunke, #FindurPunke tags.Tell their stories, utilize their pictures for brand marketing.Metrics: Track mentions, measure reach/sentiment, cross-promoteto Facebook fans and Twitter followers. Utilize codes for trackingsales and Google Analytics for user journey.
Platform:Tumblr. Pinterest. InstagramCreate branded accounts and engage Ping-Pong enthusiasts.Celebrate the badassery of Thompson PunkeReward and repost #Cho, #PongPunke, #FindUrPunke mentionsPost dailyMetrics: Track growth, measure reach/sentiment, identify trendsand consumer needs.
Tracking each social initiative will allow for the strategy, content,and engagement to become dynamic based on success andresults. Innovation and brand growth will be in tune with theconsumer and fed by the relationships with the brand. Ping-Pongwill become…
Concept created by Valerie M. Russo, @Literanista