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Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
Meetup.com Advertising Campaign (Spring 2010)
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Meetup.com Advertising Campaign (Spring 2010)

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Advertising campaign that my group members and I put together for Meetup.com. UCLA Extension, Spring 2010.

Advertising campaign that my group members and I put together for Meetup.com. UCLA Extension, Spring 2010.

Published in: Career, Technology, Business
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Transcript

  • 1.
  • 2. Agenda
    Introduction
    Market Analysis
    Media (Objectives, Strategies, Tactics)
    Budget
    Media Mix
    Creative (Objectives, Strategies, Tactics)
    Positioning
    Integration
    Campaign Analysis Plan
  • 3. What is Meetup?
    The world’s largest network of local groups
    Mission: to build genuine community & help people self organize to find solutions to all types of problems
    Slogan: “Real Groups Make a Real Difference.”
  • 4. Meetup Helps People…
    Find others in their area who share theirinterests
    Learn, teach, and share things
    Make friends and have fun
    Rise up, stand up, unite, and make a difference
    Be a part of something bigger—both locally and globally
  • 5.
  • 6.
  • 7. Situation Analysis
    Founded in 2009
    Statistics:
  • 8. SWOT Analysis
  • 9. Direct Competitors
    “…to make new friends through a local social network without the pretense of establishing business connections.”
  • 10. Direct Competitors
    “Bringing People Together at Meetings & Events”
  • 11. Indirect Competitors
    Other social/professional networking websites
    Facebook, MySpace
    LinkedIn
    Dating websites
    OkCupid
    eHarmony
    Match.com
    Location-based social networking
    Foursquare
  • 12. Market
    Demographics: Gen Y (80 million in U.S.)
    Psychographics (traits):
    Confident
    Well-educated
    Self-sufficient
    Tolerant
    Team builders
    Socially/politically conscious
    Work to make a difference
    Communicate via Internet/Mobile phones
  • 13. Market
    VALs: Innovators
    Successful, sophisticated, take-charge people with high self esteem
    Change leaders and most receptive to new ideas and technologies
    Very active consumers and purchases reflect cultivated tastes for upscale, niche products and services
    Are among the established and emerging leaders in business and government and continue to seek challenge
  • 14.
  • 15. Geography (Large Metro Areas)
    Los Angeles-Long Beach, Ca
    New York, NY
    SF Bay Area, Ca
    Chicago, IL
    Philadelphia, PA
    Washington DC-MD-VA-WV
    Houston, TX
    Atlanta, GA
    Dallas, TX
    Boston, MA-NH
    Miami, FL
  • 16. Media Objectives
    Increase awareness of Meetup
    Increase # of users
    by ½ million over the next year
    Achieve 25 million impressions
    Assuming response rate of 2%
    Budget: $1 million
  • 17. Media Budget
  • 18. Media Budget: Print
    Total Impressions: 11,033,540
  • 19. Media Budget: Internet
  • 20. Media Flowchart
    Total Impressions: Approximately 36 million
  • 21. Media Mix
    Strategy: Target young professionals, mostly in major metropolitan areas, using print and Internet
    Tactics – mix of traditional & non-traditional mediums
    Print (Newsweek, Inc., Entrepreneur)
    Internet (CPM, CPC, Google & Content Networks)
    Media Calendar
    Advertising runs from January 1, 2011 - December 31, 2011
  • 22. Creative Objectives
    Positioning: To position Meetup.com as the social network that helps people both network and socialize. In real life.
  • 23. Creative Strategy
    Strategy: Use competitive advertising to differentiate Meetup.com from competitors. Emphasize the following benefits: social, professional growth, personal growth, potential to change the world.
    Tagline: “It’s time to mix business and pleasure. For some real face time, Meetup.com”
  • 24. Creative Presentation: Print Ad
  • 25. Internet Text Ads
    “It’s time to mix business and pleasure on Meetup.com”
    “Meetup.com Where work meets fun. ”
    “Network. Socialize. Change the world.
    On Meetup.com”
  • 26. Internet Banner Ad: Sample
  • 27. Campaign Analysis Plan
    Measure # of new user at end of campaign
    Pre and Post-campaign survey targeting a sample of the market (to gauge awareness)
    Track click-through-rate and conversions from Internet banner and text ads
  • 28. Questions?

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