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MAKING A PERMANENT
    DIGITAL MARK
 presented by amanda erinc
who we are and who cares
         who we are.
•  we’re #1
•  teens
    •  13 - 18
    •  love social media
    •  self-expression & accept me!
•  young adults
    •  19 – 25
    •  first tech-savvy generation
    •  confident & big ideas
Current campaign: feelin’ the love
•  “Uncap what’s inside”
  • social media gods:
  constant interaction
  •  tons user-generated
  •  sharpie creative
  community
  •  comic con event
what about the competition:
          get serious
•  Prismacolor markers
    •  16 – 29
    •  social media & self-expression
    •  serious interactions /honest
    critiques
•  Blick markers
    •  18 – 35
    •  art supplies
    •  little interaction but good SEO
what about the competition:
             get serious
•  Copic markers
    •  16 - 35
    •  social media & serious interaction
    •  serious about type & color of marker
•  Pentel markers
    •  16 – 35
    •  art supplies more focus than markers
    •  serious artists & awkward social media
    interactions
big idea: music is art
•  past: sports sponsorships,
comic con event
•  future: music festival sponsorships
  •  increase brand loyalty & market
  share with increased brand position
  •  continue current campaign with this
  extension
  •  ESP: Sharpie & VMA’s and
  Sharpie & Fuse logo redesign
execution: digital media strategy
  •  social media explosion:
    •  continue interaction on all current
    platforms
    •  challenges to win tickets, VIPs, etc.
    •  YouTube sneak peaks
    •  live engagement
    •  autographs, of course
    •  Google Adwords
cost & effect: worth it?
•  total cost: $1.5 million (minimum)
    •  strategy: 60,000
    •  sponsorship (1): 300,000
    •  twitter: 30,000
    •  facebook: 48,000
    •  youtube: 60,000
        •  continual video production: 48,000
        •  youtube monitoring: 12,000
    • Other social media: 26,000
    • Google AdWords: 1,000,000
permanent mark on industry	
  
•  double in Facebook Likes (to 6 million)
•  an increase in registered users on
  Sharpie.com by 25%
•  doubling the total YouTube views (to
  2 million)
•  an increase in Twitter followers by
  100,000 (to 300,000 minimum)
•  an increase in market shares from a
  current 60% to 75%
write on: a strategy to succeed	
  
 •  current campaign good, new campaign
    better
 •  takes Sharpie to the next level
 •  partially untouched market
 •  rule the digital scene and marker
    industry
thanks.
questions?	
  
credits
• http://www.suckatlife.com/images/treeDoodle.jpg
• http://2.bp.blogspot.com/_EKdWe5rYYZM/TVDgTOuLQII/AAAAAAAABhM/QYPVElVJXbU/s1600/2_6_11_phone_doodles.jpg
• http://www.balloontwisting.co.uk/shop/images/BlackSharpie.png
• http://www.prismacolor.com/artists/john-cabuay
• http://yfrog.com/z/esfsyxocj
• http://www.sharpie.com/enUS/Pages/ArtworkDetail.aspx?eid=1264315
• http://www.sharpie.com/enUS/Pages/ArtworkDetail.aspx?eid=832978
• http://www.thefashionablegal.com/wp-content/uploads/2011/10/Grace-Potter-2.jpg
• http://peskyhumans.blogs.com/photos/technics_turntables_mixer/technics_turntablesmixer1b.jpg
• http://3.bp.blogspot.com/_k3pg8z8aErU/SRyo2mkqDoI/AAAAAAAACwc/IS9BS7FaeAI/s320/Sammy+Hagar+1991+Van+Halen
+Concert+Ticket+Auto.jpg
• http://timcoffeyart.files.wordpress.com/2011/10/sharpie-rocket.jpg
• http://brownsharpie.courtneygibbons.org/wp-content/comics/2008/08/thinker-r.jpg
• http://3.bp.blogspot.com/_W_DeSzhJxuQ/TF7WJPiaccI/AAAAAAAAAdo/KWuVrx_9-uE/s1600/i-heart-sharpies.jpg
• http://1.bp.blogspot.com/_UJW4BJt4G_k/SFwfDItKbUI/AAAAAAAAAJ4/3ElwFLHXOG8/s400/doodle4.JPG
• http://www.nytimes.com/2011/07/27/business/media/sharpie-aims-a-new-campaign-at-teenagers.html?pagewanted=all
• http://eventplanning.about.com/od/eventplanningbasics/a/event-sponsors.htm
• http://www.contentfac.com/blog/how-much-does-social-media-marketing-cost/
• http://www.virtualsocialmedia.com/social-media-marketing-optimization-services/social-media-pricing/
• http://www.mackcollier.com/cost-of-social-media-in-2012/
• http://kercommunications.com/pricing/social-media-marketing-management-rates/

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