Digital Media Strategy Fall 2012 :   Paige Thompson
BIG IDEA :              U★converse      UConverse is all about video and bloginteraction. We want to know the sneaker hist...
PURPOSEThree month interactive campaigncreated to redesign, reinvent andrelaunch the Converse brandTell the Converse sto...
TARGET AUDIENCEPrimary Target: 16-24 years-oldIndependent PurchasersMost media savvy generationSecondary Target: 15 year...
WEBSITEHomepageFeature to upload andwatch videos posted bywearersCelebrities endorsementswith their Converse storyShow ...
SOCIAL MEDIAFacebook       TwitterProfile        Feed
SOCIAL MEDIAPinterest                 YouTube                          Homepage    **Must be created**
INTERNET MARKETING 5-14 word/phase AdWordscampaignPPC (pay per click) option inorder to maximize data recoveryand minimi...
BUDGET                         CostTotal Budget: $750,000Strategy: $5,000                StrategyPlanning: $15,000        ...
OUTCOMERecord new dataUnderstand target marketstrends currentlyIncrease salesIncrease website trafficCreate and devel...
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UCONVERSE Digital Strategy Fall 2012

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Final digital media campaign presentation for Converse sneaker brand. Project was created for ADV 420 at Michigan State University.

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UCONVERSE Digital Strategy Fall 2012

  1. 1. Digital Media Strategy Fall 2012 : Paige Thompson
  2. 2. BIG IDEA : U★converse UConverse is all about video and bloginteraction. We want to know the sneaker history of our wearers. When, where and why they choose Converse.
  3. 3. PURPOSEThree month interactive campaigncreated to redesign, reinvent andrelaunch the Converse brandTell the Converse story from our wearersview pointIntent is to gain new market data,increase brand awareness, and acquirenew prospective buyers
  4. 4. TARGET AUDIENCEPrimary Target: 16-24 years-oldIndependent PurchasersMost media savvy generationSecondary Target: 15 year-olds andunderInfluencers, not the buyers
  5. 5. WEBSITEHomepageFeature to upload andwatch videos posted bywearersCelebrities endorsementswith their Converse storyShow case the option tocustomize your ConverseBrief timeline of Conversehistory
  6. 6. SOCIAL MEDIAFacebook TwitterProfile Feed
  7. 7. SOCIAL MEDIAPinterest YouTube Homepage **Must be created**
  8. 8. INTERNET MARKETING 5-14 word/phase AdWordscampaignPPC (pay per click) option inorder to maximize data recoveryand minimize budget costs.Banner ads to complimentYouTube and FacebookcomponentsUse of Analytics to record andprocess new data
  9. 9. BUDGET CostTotal Budget: $750,000Strategy: $5,000 StrategyPlanning: $15,000 PlanningDesign: $20,000 DesignManagement: $500,000 ManagementMarketing: $200,000 Marketing
  10. 10. OUTCOMERecord new dataUnderstand target marketstrends currentlyIncrease salesIncrease website trafficCreate and develop newstyle of Converse
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