Young Marketers Elite 2 - Elite 5 Challenge - Tu Oanh
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This document outlines a marketing plan to sell 100-150 t-shirts for a youth marketing contest called YM3. The t-shirt design promotes not hiding failure and remembering one's efforts to pursue their dreams. The plan is to email and message 1000 past YM3 contestants ages 18-24 advertising the t-shirt. Contestants will be encouraged to post photos wearing the t-shirt along with a designed card and rubber band to share their stories overcoming challenges with YM3 for a chance to receive a free t-shirt.
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Young Marketers Elite 2 - Elite 5 Challenge - Tu Oanh
- 1. Elite 5 Challenge Phung Tu Oanh
- 2. << Context >> Young Marketers Contest 3 Core values: Professional, Inspiration, Experience, Reality, Connection & Orientation Objectives 100-150 YM3 T-shirts in 10 days 200k-400k/each
- 3. + 18-24 years old + YM3 contestants + Having certain knowledge/desire about YM + Pursuing Marketing + Size: ~ 1000 ppl << Target Consumer >>
- 4. “I’m loser, nothing more to say abt it” Lose “I’m working freakingly hard” Work hard, try best. Win Keep silence Make noise << Consumer Journey >>
- 5. I can talk about my failure in need but I can’t actively show it first. I don’t want that passive to leave my huge effort also forgotten in silence, that might lose my dream. Just keep it (failure) in silence. Failed then wear that T- shirt is not funny at all. I can talk about my failure in need but I can’t show it to the world by wearing that shirt. << Consumer Insight >>
- 6. Functional benefit YM3 Contest logo – show-off what you did, how you tried your best to pursue your dream Emotional benefit Not just a T-shirt but an inspiration for you to strive for your dream by remembering your effort and keeping heat in your heart << Product >> Price 250k
- 7. << Big idea >> Noise your failure Don’t hide your failure Don’t leave your effort forgotten << Message >>
- 8. • Key hook: Special designed card and rubber band for each individual • Key channels: Email, SMS, Facebook event << Execution >>
- 9. + Email, SMS to 1000 contestants (ready database) + Fans post photo wearing YM3 T-shirt + card + rubber band + hashtag #failurecanmakenoise #noiseyourfailure, share their own stories of the journeys with YM3 that they did overcome. + Share stories and have chance to receive free YM3 T-shirt. + Rubber band with message printed. + Designed card: With motivated content but in challenging way.