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Pub355: Pub355: Presentation Transcript

  • What Makes a Good 7-Sentence Plan PUB 355: November 12, 2010 by Monique Trottier monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
  • Sentence 1: Purpose Be specific, make sure to include the measurable goals (actual numbers) My Mini Club The purpose of this marketing plan is for My Mini Club to reach new audiences within the local Facebook community in the Lower Mainland, especially in Vancouver, Richmond, and Burnaby. Through this marketing plan, we want to promote a new innovative way to take pictures and educate the community in using ‘Fuji Instax Mini’ through new & fun ideas. We would also like to bring the popular fun and hits from Asia to this local community. At the end result, we would be able to draw new customers to purchase ‘My Mini Club’ product line which will increase our sales. Go on to detail goals and specific numbers: Goal 1: Increase from 490 FB fans to 1,000+ by Dec 31 Goal 2: 5–10% sales increase (3+ new orders a week to reach goal) monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 2: Audience Audience groups. Persona work. Just a lil hype — Scion Clearly identified audience groups and provided persona for each. 1. Persona: Recent Graduate ■ Freelance designer ■ Living with parents ■ Income of audience: $1000.00 ■ Interested in leasing a vehicle. ■ Sites they visit today: www.revscene.com ■ Sites they visit today: www.importuner.com ■ Forrester ladder (Online engagement): all but inactive ■ Social Channels they use: Facebook, Twitter, Youtube ■ Why they would chose a Scion over another car: It is affordable, monthly payments are a reasonable rate. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 2: Audience Audience groups. Persona work. Just a lil hype — Scion Clearly identified audience groups and provided persona for each. Brief but effective persona work: 1. Persona: Recent Graduate ■ Freelance designer ■ Living with parents ■ Income of audience: $1000.00 ■ Interested in leasing a vehicle. ■ Sites they visit today: www.revscene.com ■ Sites they visit today: www.importuner.com ■ Forrester ladder (Online engagement): all but inactive ■ Social Channels they use: Facebook, Twitter, Youtube ■ Why they would chose a Scion over another car: It is affordable, monthly payments are a reasonable rate. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 2: Audience Audience groups. Persona work. My Mini Club — Detailed persona work, comprehensive Persona 1: Name: Stephy Chen (Female from Mainland China) Title: Full-time Student / Part-Time Worker Basics: Stephy is from China, Beijing, 19 years old, attending school with a Part Time job in a bubble tea cafe. She live in a new apartment in Richmond while her parents remain in China. She likes to attend various social events such as clubbing, shopping, eating out with friends. She enjoy taking pictures of herself and Photoshopping herself. (Editing pictures of herself to be more pretty) She spend an average of 2-hours a day getting dressed and putting on make-up. She dislike reading books and studying. She has a tendency to ignore poor people and avoid complicated relationships. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 2: Audience Audience groups. Persona work. My Mini Club — continued ... Professional and personal background: She mainly worked in labour intensive jobs that involve being a waitress in Pubs and Bubble Tea Cafe. She does not have any serious job the fact that she is still studying full-time in a medium standard University such as Kwantlen or Langara. Her family is rich in China who paid for all her school and living expenses. She always constantly find herself running out of money or overspend which is why she take on a part-time job to feed her obsession of having the latest fashion and girl gadgets such as cameras. Her leisure activity and hobbies composed of shopping, clubbing, singing karaoke, sleeping, meeting people, and gossiping with friends. Quotes: “that is so cute” “she’s so pretty, I want to be like her” “I must have that” monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 2: Audience Audience groups. Persona work. My Mini Club — continued ... Technical Background: She knows how to use the computer on a basic level. She would know how to use all the standard application such as Word, Excel, and PowerPoint. Most of the time, she would simply using the computer for browsing the Internet and chatting online with her friends. Stephy Uses/Enjoy the Websites: Facebook/Facebook Games RenRen Sina/Baidu Tokyo Fashion Sites MSN and QQ (online chatting application) monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 2: Audience Audience groups. Persona work. My Mini Club — continued ... Goals: -meet a rich guy (marriage) -be pretty and young forever -be fashionable -keeping a good body figure I need/ I want: -a rich boyfriend that buy her everything -have the latest fashion of clothes/accessories -have a collection of make-ups monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 3: Niche If I was a journalist writing a story about the So Nice contest, what info do you want me to include in my article? What is the story angle?  S.P.H.E.R.E. stands for “so what”, “personality”, “ego”, “relevancy”, and “effort”. So what? Why do your consumers care about the brand? What is interesting about this project? What makes you different from your competitors. Why do consumers pick you vs. another product/service? Personality What are the adjectives that describe the brand.  What are the adjectives that describe your consumers? Do you have a spokesperson? Are there fans/advocates for your brand? Ego Why do your consumers want to engage with you? What’s in it for them?  Relevancy There is a relevancy between the audiences’ motivations and the brand? The project? Effort Do not underestimate the amount of effort in creating an effective community. What effort do you need to put into this campaign in order to keep people long-term? monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 3: Niche Just a lil hype What makes us stand out? Easy accessibility and mobility are key ingredients for justalilhype! We have the ability to be exposed from coast to coast and throughout diverse communities in Vancouver, Toronto and Montreal. Furthermore, all our media are all original content. We have our own writers, videographers, photographers providing a level of high quality content. We stand out upon the rest because we not only do we provide information about street culture, the justalilhype! Crew is able to immerse themselves within street culture to provide underground content. ... Why us? There exists nothing else in the Canadian market that delivers a more relevant and on- point audience than us. Within the market, there are various small blogs, personal blogs, as well as many un-coordinated online magazines. However, justalilhype stands out amongst its competitors because of its ability to share new, hip and cutting-edge tastes with its audience. Thus, making it a valuable player in trendsetting. By advertising with justalilhype!, your business and purpose are exposed to a diverse yet concentrated Canadian audience along with different viewers within the Canadian market. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 4: Competitive Advantage Who are the competitors? What strategy/tools do they employ? What makes you better? So Nice – Mishka’s group 1. Natura www.naturaworld.com Background: Nutrisoya was founded in 1992 and commenced operations as a manufacturer of pasteurized tofu at the beginning. In 2002, Nutrisoya sold its tofu division to concentrate on the development of innovative, non dairy alternative beverages in order to face with the growing demand for its soy beverages. Promoted as an organic and gluten-free rice beverage, Nutrisoya’s refrigerated soy beverages were successfully introduced to supermarkets, independent grocers and health food stores throughout Canada .... Goals and Promotions: The goal of Nutrisoya is to provide the healthy, nutritious, non-dairy organic foods and beverages to people with high quality and great-tasting. Nurtisoya emphasized its promotions on: • Certified organic foods • Grown in a healthy environment • Produced with healthy farming and production practices • Resulting from health conscious scientific research • With healthy employee and customer relations Natura hasn’t adopted any social networking media as its online communication channel. This monique@boxcarmarketing.com may created a close brand image to its audience. twitter: @boxcarmarketing
  • Sentence 5: Business Identity Bookshelf — the online book discovery and discussion platform that stimulates awareness and demand for Canadian books As an open brand, Canadian Bookshelf recognizes that people take comfort in the notion of book and book-reading, and strives to convey the same feeling through the website, while maintaining a sense of professionalism. As an online platform that values the participation of users from all educational background, the site recognizes the importance of conveying simplicity, user-friendliness, comfort and warmth. As well, their business identity establishes the following: • Professionalism; The site has a clean, polished look that evokes the idea that the site owners are taking themselves seriously, that they are putting a considerable amount of time and effort into site maintenance, and that authors can expect the very best service when using this site • Authority; Even though the site is fairly new, the layout of the site mimics other websites that have been around longer, thus creating an impression of establishment • Reliability, Trustworthiness, Acceptance; these ideas are conveyed through the site’s professional layout, which entices the audience to trust this site as the premier location for discovering Canadian books. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 6: Strategy & Tools Be specific, provide details on the execution. Not the theory only. So Nice Amy’s group Give a gift basket/care package with some So Nice soy products, recipes, other goodies, aimed at nutritional benefits for kids. Provide a card advertising the contest and ask for ideas. For example, “how would you spend $5000 towards a better organic world for your children’s future?” Examples: • Bridget Burns, Jen Hanover, Jessica Grajczyk http://twitter.com/theveganproject 1823 followers on Twitter http://www.facebook.com/pages/The-Vegan-Project/118932808127245 465 people like theirFacebook page • VeganDad http://vegandad.blogspot.com/ lives in Ontario, already blogs about soy products, drinks soy milk regularly has a following of 2235 followers potential outreaching to males and dads who are concerned about family’s health • Vive le Vegan http://vivelevegan.blogspot.com/ local vegan blogger, has 881 followers endorses some health contests monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 7: Budget / KPI Money, hours, key performance indicators (directly related to goals) How much time does the client currently spend on marketing tasks? ● Assuming we have $10,000 for promoting this contest. ○ $1000 for the gift baskets/care packages to send to bloggers and community groups ○ $1000 for the Facebook ads ○ $2000 for Newspaper ads such as Metro and 24 (we need to check how much it cost) ○ $200 for Posters ○ $800 to improve the Facebook interface and maintenance/updates How much time do we expect them to devote specifically to social media? As a rule of thumb, estimate 2 hours per channel per week. ● Contacting traditional media outlets (e.g. newspapers, television, telephone and radio) and emailing/talking to reporters and bloggers. ○ Estimate: 1.5 hours ● Facebook page ○ Updating information about contest ○ Generating discussion on veganism, sustainability, enviromental issues, home- grown products ○ Updating status and commenting on fans’ comments ○ Finding relevant Facebook groups and linking or “liking” them ○ Estimate: 3 hours monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 7: Budget / KPI ● Twitter ○ Reach out to influential bloggers that are also on twitter (i.e. follow them on Twitter, reply to interesting tweets, etc.) ○ “re-tweeting their tweets”, and sending them tweets. ○ Updating information about the contest, products, and company. ○ Tweet interesting facts/information on relevant topics or current issues in the organic/sustainable world ○ Estimate: 2.5 hours weekly, half hour daily ● Create a Media Page for So Nice, which will be linked to/from the Facebook fan page. ○ Updating photos/videos of the company’s local community work ○ Updates on products and company (allow comments) ○ Related blog posts concerning organic foods, sustainability ○ RSS Feeds ○ General maintenance ○ Estimate: 2 hours Weekly Total: Approximately 9 hours weekly monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Sentence 7: KPI • Match this to your goals. Goal > Action > Measurement monique@boxcarmarketing.com twitter: @boxcarmarketing
  • Happy Weekend monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing