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UCONVERSE Digital Strategy Fall 2012
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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.

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


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Transcript

  • 1. Digital Media Strategy Fall 2012 : Paige Thompson
  • 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. 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. TARGET AUDIENCEPrimary Target: 16-24 years-oldIndependent PurchasersMost media savvy generationSecondary Target: 15 year-olds andunderInfluencers, not the buyers
  • 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. SOCIAL MEDIAFacebook TwitterProfile Feed
  • 7. SOCIAL MEDIAPinterest YouTube Homepage **Must be created**
  • 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. BUDGET CostTotal Budget: $750,000Strategy: $5,000 StrategyPlanning: $15,000 PlanningDesign: $20,000 DesignManagement: $500,000 ManagementMarketing: $200,000 Marketing
  • 10. OUTCOMERecord new dataUnderstand target marketstrends currentlyIncrease salesIncrease website trafficCreate and develop newstyle of Converse