Digital Marketing presentation, City University, London - kids

1. Marketing strategy
3rd December 2012
1
Holly
Catherine
Luca
Alex

2. Concept
2

3. © Dalziel and Pow 2012 — All rights reserved.
Marketing strategy_Concept
3
• New parent
• Change in lifestyle
• Short of time
• Seeking advice &
ability to network with
like-minded people

4. © Dalziel and Pow 2012 — All rights reserved.
Marketing strategy_Concept
4

5. © Dalziel and Pow 2012 — All rights reserved.
Marketing strategy_Concept
5
• Place to meet other new
parents in your area; with
on-line and off-line events
• Sign up for exclusive events
& discounts in your area
• Regularly updated content
• Online forum for 24/7 advice
& discussion
• Database marketed to
relevant advertisers

6. Website
6

7. Website_Home Page
7
New member
sign-up
Social media
links
Member login
Ad space
Changing
graphic

8. Website_Home Page
8
• Home page graphic scrolls through incentives to sign-up

9. • Background & history to
company
• Testimonials from members
• External links to associated
sites and partners
• Member sign-up & social
network links on every web page
Website_About us
9

10. • Exclusive member content
• Links to video content &
parenting sites
Website_Advice
10

11. • Link to off-line events
• Sponsor of stand at London
children’s festival
• Reciprocated external links to
associated websites
Website_Events
11

12. • Updates on local events
delivered direct to parent’s inbox
via newsletter
• Special birthday newsletter sent
on child’s birthday with free gift/
birthday cake at next event
• Another incentive for data
capture, of value to advertisers
Website_Newsletter
12

13. • Online forum where members
can chat/share advice
• Insight into trends for advertisers
Website_Forum
13

14. • Frequent updates
• Behind-the-scenes look at
Childsplay events
• Key link back to site & to social
networks
Website_Blog
14

15. Social media
15

16. Social networking_Facebook
16
• Daily updates on events
(linked to Twitter feed)
• Photos uploaded from
events
• Link back to website
and other social
networks

17. Social networking_Twitter
17
• ‘Ask the expert’ timed
Twitter events
• Photos uploaded from
events
• ‘Retweet for chance to
win’ strategy for growing
followers
• Link back to website and
other social networks

18. Video content_You Tube
18
• Advice-giving video
content from experts
• Videos from previous
events help advertise
current ones
• Link back to website
& other social networks

19. Mobile
19

20. Mobile
20
• Mobile adapted site with app
• Text reminders to parents about
upcoming events
• Blue-jacking; i.e. Free drink when
parent goes to coffee shop when
Childsplay events are held

21. Off-line
21

22. © Dalziel and Pow 2012 — All rights reserved.
Off-line
22
• Coffee shops • Playgroups
• Word of mouth• Children’s events

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