1. ANDY &
ANDREA
Find

2. ANDY

3. ANDREA

4. Karrie
Hannah
Kristen
Morgan
Alex
Brand Planner/Designer
Public/Media Relations
Media Planner
Project Manager
Account Manager
Meetthe
Team

5. Type Here
Overview

6. What We Learned
From You
Only in­store and online exclusive
Apple reseller in metro
Apple certified technicians
Current State of Business
Survey of College Students
Preference for Apple Macbooks
Affordamac’s Vision
“a better way to do this”

7. You Are a Hero!!
Expert advice to improve the world
GOAL
FEAR
WEAKNESS
TALENT
VOICE
Weakness, vulnerability
Arrogance, needing a battle,
egocentricity, aggressionCompetence, courage, energy,
determination
Motivational, self­confident,
self­disciplined, direct
FEEL
Inspired, strong
empowered,
determined,
motivated

8. Who You're Fighting
VS

9. Key
Insights
Awareness
Skepticism
Target market

10. Insight: Awareness
"Who have you previously heard of?"
Apple Refurbished
Micro Center
None
Affordamac
Affordamac’s #1 problem
Local awareness
Online awareness

11. Insight: Awareness
"twin cities refurbished macbook"
1st
"used macbook"
10th

12. Insight: Skepticism
Consumers are skeptical when it comes to
purchasing used technology
"refurbed
computers
freakmeout"

13. Insight: Target Market
Current
Target

14. Insight: Target Market
Suggested
Targets
STUDENTS
(Andy)
PROFESSIONALS
(Andrea)
PARENTS

15. "For the financially savvy student
or professional,
it’s the affordable place to buy
the reliable Apple products
everyone loves."

16. Our Goals
For You
Increase website traffic on Affordamac.com by
50% in the next year.
Increase awareness of Affordamac locally.
Establish a positive perception of
Affordamac and refurbished electronics.

17. All that Mac. Half the price.

20. Campaign Strategy
Traditional
Drive local Awareness
Digital
Increase web traffic
Public Relations
Drive both local and web

21. Traditional: Radio/Print

22. Traditional: Metro Transit

23. Digital Strategy:
Sample Media Schedule for Local AdWords Campaign

24. Digital Strategy: Facebook (Owned)

25. Digital Strategy: Facebook (Paid)

26. Public Relations: U of M Events & Resources

27. Public Relations: Reviews

28. Public Relations: Media Relations

29. Public Relations: Media Relations

30. Budget Percent of Media mix

31. Design Inspiration

32. Great!!

34. Overview
Helping customers find you so they can
buy all that Mac for half the price.
INSIGHTS
1) Awareness
2) Skepticism
3) Target Market
GOALS
1) Increase web traffic
2) Increase awareness
3) Establish positive perception