Meetup.com Advertising Campaign (Spring 2010)

Agenda
Introduction
Market Analysis
Media (Objectives, Strategies, Tactics)
Budget
Media Mix
Creative (Objectives, Strategies, Tactics)
Positioning
Integration
Campaign Analysis Plan

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.”

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

Situation Analysis
Founded in 2009
Statistics:

SWOT Analysis

Direct Competitors
“…to make new friends through a local social network without the pretense of establishing business connections.”

Direct Competitors
“Bringing People Together at Meetings & Events”

Indirect Competitors
Other social/professional networking websites
Facebook, MySpace
LinkedIn
Dating websites
OkCupid
eHarmony
Match.com
Location-based social networking
Foursquare

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

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

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

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

Media Budget

Media Budget: Print
Total Impressions: 11,033,540

Media Budget: Internet

Media Flowchart
Total Impressions: Approximately 36 million

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

Creative Objectives
Positioning: To position Meetup.com as the social network that helps people both network and socialize. In real life.

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”

Creative Presentation: Print Ad

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”

Internet Banner Ad: Sample

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

Questions?

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Meetup.com Advertising Campaign (Spring 2010)

by Grace Cheung on Jul 01, 2010

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Meetup.com Advertising Campaign (Spring 2010) Presentation Transcript