7. Compe''ve
Environment
0
200
400
600
800
1000
1200
1400
1600
1800
Cosmopolitan
Seventeen
Glamour
People
Teen
Vogue
Women
18-‐24
Currently
in
College
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Seventeen
Cosmopolitan
Teen
Vogue
Glamour
Allure
Females
17-‐21
8. What
are
you
offering?
• Valuable
content
• Affordability
• Self-‐confidence
• Success
• Strong
founda=on
• Mul=genera=onal
bond
Fashion
,
35%
Beauty,
26%
Rela=onship,
13%
Health
,
10%
Entertainment,
10%
Miscellanous
,
6%
9. Ul'mate
college
experience
• 80%
of
the
teenagers
think
that
going
to
college
is
a
part
of
the
American
dream
10. What
is
our
goal?
300,000
Subscrip'ons
3,000,000
Impressions
Success!
11. Nowadays,
"programs
aimed
at
my
daughter
feature
kids
twice
her
age“
–
mom
of
9
year
old
girl
Mobile
Social
Internet
Email
Newspapers
Magazines
Television
Radio
Promo=onal
Media
12. Sarah
Robinson
PROFILE
Age:
18
Hometown:
Montclair,
New
Jersey
College:
Freshman
at
FSU
Major:
Psychology;
Minor:
Photography
• Middle
class
family
• Part
Time
Job
• Belongs
to
college
groups
• College
swim
team
Likes
• Shopping
• Music
• Fashion
• Movies
• Gossip
Girls
13. Sarah’s
beliefs
and
values
• Cares
about
her
appearance
• Influenced
by
her
peers
• Influenced
by
pop
culture
• Dreams
of
travelling
• Cause
oriented
• Hard
working
• Passionate
• Ambi=ous
14. Campaign
Objec've
• Posi=on
the
magazine
as
a
resourceful
guide
for
female
college
students
• Reinforce
that
Seventeen
embraces
Confidence
and
Self-‐help
amongst
its
readers
• Enable
readers
to
access
their
next
stage
in
life
USP
(Unique
Selling
Proposi'on)
• Emo'onal
support
for
life
milestones
–
College
is
not
only
about
developing
your
outside
persona
but
also
about
building
your
character
on
the
inside.
Achieved
through
15. Strategy
• Our
strategy
is
to
reach
Sarah
with
media
that
she
trusts
and
can
leverage
rela=onships
with.
We
will
create
a
dialogue
with
our
readers
that
embraces
our
unique
value
proposi=on.
Tone
&
Manner
• Suppor=ve
• Confident
• Energe=c
• Breezy
• Cheerful
• Embracing
• Informa=ve
• Pleasant
16. College
101
In
&
Out
Make
Over
Print
Social
Media
Tie-‐in
promo=on
Direct
Mail
Banner
Ad
Communica'on
Theme
17. Fligh'ng
MEDIUM
PHASE
1
PHASE
2
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
PRINT
Print
Print
Paris
Print
Print
Print
SOCIAL:
FB
&
TWITTER
Social
Talk
Paris
Talk
Paris
Contest
Starts
Paris
Contest
Paris
Winners
Social
conversa=on
Paris
Pics
&
outcome
PINK
Theme
PINK
Theme
Social
Talk
PINK
results
Social
Conversa=on
Social
Conversa=on
Xmas
Gil
ideas
EMAIL
Email
1
Email
2
Email
1
Email
2
DIRECT
MAIL
DM
1
DM
2
DM
1
DM
2
MOBILE
Paris
Preroll
Paris
Preroll
Paris
Preroll
Subsc.
Banners
Subsc.
Banners
Subsc.
Banners
Tutorial
Preroll
Tutorial
Preroll
Subsc.
Banner
Subsc.
Banner
Subsc.
Banner
Subsc.
Banner
PANDORA
MOBILE
&
ONLINE
Paris
Preroll
Paris
Preroll
Paris
Preroll
PINK
Preroll
PINK
Preroll
BANNERS
YOUTUBE
Paris
Preroll
Paris
Preroll
Paris
Preroll
PINK
Prerolls
KEYWORDS
TIE
IN
PROMOTION
PINK
Chain
Game
Shoppin
g
Spree
18. Print:
Campus
Newspapers
• Why?
• Detailed
copy
message
• Trusted
medium
• 82%
read
in
past
90
days
• ¾
looked
at
adver=sements
• 70%
took
ac=on
• 43%
men=oned
ad
product
to
friend
• Strategy
• Fashion
and
women
colleges
across
U.S.
• Half
page
color
ad
21. Print:
Fligh'ng
MEDIUM
PHASE
1
PHASE
2
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
PRINT
Print
Print
Paris
Print
Print
Print
23. Flies
you
to
Paris
It’s
Seventeen
flies
you
to
Paris
with
you
#BFF
to
the
Haute
Couture
Fashion
Week
on
July
2014
Objec've
Generate
100,000
subscrip=ons
and
increase
fan
base
engagement
metric
(“talking
about”)
on
Facebook
by
100%
24. Flies
you
to
Paris
Subscribe
to
Seventeen
Magazine
Invite
your
friends
to
subscribe
to
Seventeen
Magazine
Like
us
on
Facebook
Start
spreading
the
NEWS!
How
to
par'cipate?
25. Media
Support:
Social
Media
Why?
² Because
our
target
audience
checks
their
FB
10
to
15
=mes
a
day
² And
they
spend
approximately
7
hours
per
week
interac=ng
on
social
media
plarorms
² Our
target
is
already
here
² They
will
be
proud
to
share
the
contest
with
their
friends
How?
² We
are
not
going
to
be
talking
with
them
but,
rather
inspiring
conversa=on
² Leverage
on
the
Twiser
to
spread
the
word
and
communicate
ranking
² #17Pariswk
will
help
them
search
our
contest
26. Media
support:
Radio
Why
radio?
² Radio
reaches
almost
all
college
students
² It
is
great
to
build
awareness
² Our
target
is
highly
influenced
by
peers
–
most
of
them
have
their
favorite
DJs
² It
build
personal
connec=ons
² Allows
mul=-‐tasking
² Targetability
² Girls
are
loyal
to
radio
sta=ons
27. Media
support:
DJ
Endorsements
Strategy
² We
will
endorse
our
contest
with
our
target’s
most
popular
DJs
² DJ
appearances
and
van
appearances
near
colleges
to
promote
When?
JANUARY
FEBRUARY
MARCH
APRIL
RADIO
DJ
28. Media
Support:
Pandora
Radio
Why
Pandora?
² Target
girls
upon
sign
up
² Pre-‐rolls
just
like
in
YouTube
² Engage
when
listening
to
their
favorite
music
² Singing
along
and
reading
lyrics
-‐
click
on
the
targeted
ads
#17Pariswk
Lyrics
#17Pariswk
29. Media
Support:
Youtube
Why
YouTube?
² #1
search
engine
² Great
music,
videos,
and
search
consump=on
medium
² Heavy
users
of
YouTube
² They
are
here!
How
does
it
work?
² Video
Pre-‐rolls
explaining
Step-‐by-‐step
how
to
par=cipate
&
contest
rules
#17Pariswk
Love
Seventeen
Paris
Seventeen
Paris
week
30. Media
Support:
Mobile
Why
Mobile?
² High
targe=ng
capabili=es
² More
than
95%
of
18-‐24
yr
olds
has
a
mobile
² 80%
of
18-‐24
sleeps
with
their
smart
phones
next
to
them
² 10%
admits
checking
it
every
10
minutes
² Direct
response
medium
How
does
it
work?
² 30
sec.
video
pre-‐rolls
² Medium
size
Banners
to
drive
contest
awareness
and
subscrip=ons
31. Paris
Fligh'ng
MEDIUM
PHASE
1
JANUARY
FEBRUARY
MARCH
APRIL
RADIO
DJ
PRINT
Print
-‐
Paris
Print
-‐
Paris
SOCIAL:
FB
&
TWITTER
Social
Talking
Paris
Talking
Paris
Contest
Starts
Paris
Contest
Paris
Winners
EMAIL
Email
1
Email
2
DIRECT
MAIL
DM
1
DM
2
MOBILE
Paris
Preroll
Paris
Preroll
Paris
Preroll
PANDORA
MOBILE
&
ONLINE
Paris
Preroll
Paris
Preroll
Paris
Preroll
BANNERS
YOUTUBE
Paris
Preroll
Paris
Preroll
Paris
Preroll
KEYWORDS
Paris
Contest
&
General
Subscrip=ons
TIE
IN
PROMOTION
33. PINK
Chain
Game
Subscribe
to
Seventeen
Magazine
or
Purchase
Over
$15
At
PINK
and
get
a
code
to
enter
the
game
Upload
a
photo
with
anything
pink
Start
a
chain
&
ask
friend
to
join
in
Message
will
show
on
her
friend’s
facebook
• Instant
win
• Grand
Price
Private
Party
&
shopping
spree
1
2
3
4
5
Sarah’s
PINK
Chain
Sarah
is
asking
you
to
join
her
pink
chain!
Visit
pinkxseventeen.co
m
X17
How
Does
it
work?
PINK
CHAIN
GAME
Upload
photos
here!
Share
on
34. PINK
Chain
Game
The
Grand
Prize
–
Private
party
for
only
one
lucky
chain!
(17
people)
• $1700
Shopping
Spree
• Get
in
touch
with
their
favorite
celebri=es
35.
PINK
Chain
Game
Media
Support
Pre-‐roll:
Tutorial
Video
Why:
• High
targetablility
• frequent
usage
• Grab
alen'on
Promote
the
event
by
• Explain
the
rule
of
the
game
• Share
interes'ng
picture
of
the
contestants
daily
• Give
sugges'ons
on
where
to
get
pink
items
The
PINK
Chain
Game
$1700
Shoppin
g
Spree
JOIN
NOW!!
36. PINK
Chain
Game
Fligh'ng
MEDIUM
PHASE
1
PHASE
2
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
PRINT
SOCIAL:
FB
&
TWITTER
Social
conversa=on
Paris
Pics
&
outcome
PINK
Theme
PINK
results
EMAIL
DIRECT
MAIL
MOBILE
Tutorial
Preroll
PANDORA
MOBILE
&
ONLINE
PINK
Preroll
BANNERS
YOUTUBE
PINK
Prerolls
KEYWORDS
TIE
IN
PROMOTION
The
Pink
Chain
Game
Shoppi
ng
Spree
Event
40. Email/
Direct
Mail
• How
does
it
work?
First
Email
Opened
Didn’t
click
2nd
email
Didn’t
click
Clicked
Didn’t
subscribe
Direct
Mail
Subscribed
Clicked
Didn’t
subscribe
Direct
Mail
Subscribed
Didn’t
open
2nd
email
45. Email/Direct
Mail
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
EMAIL
EM1
EM2
EM1
EM2
DIRECT
MAIL
DM
1
DM
2
DM
1
DM
2
Fligh'ng
46. Banner
Ad
Ra'onale:
• Constantly
online
(mobile
/
computer)
• Generates
traffic
and
sales
• Memorable
impression
through
anima=on
• Effec=ve
audience
targe=ng
Strategy:
• Eye-‐catching
anima=on
• Use
the
banner
on
the
websites
that
college
girls
trust
and
visit
frequently
• Select
sec=ons
relevant
to
the
banner
topics
• Ongoing
call
to
ac=on
will
generate
their
interest
and
drives
traffic
(sales)
Websites
Examples:
MTV,
Real
Beauty,
College
Confiden'al,
Pandora,
Makeup
Geek
47.
48.
49. Keywords
Ra'onale:
• Targeted
message
• Search
is
the
most
popular
medium
for
loca=on
informa=on
• Effec=ve
in
driving
traffic
and
sales
• Lowest
cost
per
customer
acquisi=on
Strategy:
• College
related
content
in
Seventeen
– Branded
–
Desire
and
Ac=on
– Unbranded
–
Interest
and
Ac=on
Keywords
Categories:
• Confidence
–
You
are
stronger
than
you
think
• Back
to
school
–
Pink
contest
• Da=ng
advice
–
Make
a
great
first
impression
• Women
hairstyles
–
Start
a
hair
trend
50. Subcscrip'on
MEDIUM
PHASE
1
PHASE
2
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
PRINT
Print
Print
Paris
Print
Print
Print
SOCIAL:
FB
&
TWITTER
Social
conversa=o
ns
Paris
Conversa=
on
Paris
Contest
Starts
Paris
Contest
Paris
Winners
Social
conversa=on
Paris
Pics
&
outcome
PINK
Theme
PINK
Theme
PINK
results
Social
Conversa=on
Xmas
Gil
ideas
EMAIL
Email
1
Email
2
Email
1
Email
2
DIRECT
MAIL
DM
1
DM
2
DM
1
DM
2
MOBILE
Paris
Preroll
Paris
Preroll
Paris
Preroll
Subsc.
Banner
Subsc.
Banner
Subsc.
Banners
Tutorial
Preroll
Tutorial
Preroll
Subsc.
Banner
Subsc.
Banner
Subsc.
Banner
Subsc.
Banner
PANDORA
MOBILE
&
ONLINE
Paris
Preroll
Paris
Preroll
Paris
Preroll
PINK
Preroll
PINK
Preroll
BANNERS
YOUTUBE
Paris
Preroll
Paris
Preroll
Paris
Preroll
PINK
Prerolls
KEYWORDS
TIE
IN
PROMOTION
PINK
Chain
Game
Shoppin
g
Spree
Fligh'ng
51. Objective
Overall
Phase
1
Phase
2
Brand
Awareness
Drive
Subscrip'on
Drive
Subscrip'on
Drive
Subscrip'on
Media
Creative Print
Direct
Mail
Banner
Ad
Newspaper
Tie-‐in
Promo'on
Youtube
Mobile
Social
Media
Pandora
Social
Media
Campaign
Email/Direct
Mail
Print
Social
Media
Mobile
Social
Media
Email/Direct
Mail
Banner
Keywords
Mobile
54. Appendix:
Print
• Our
strategy
for
newspapers
is
to
only
adver=se
in
campus
newspapers
only.
• Tradi'onal
newspaper:
• We
are
not
choosing
to
adver=se
in
tradi=onal
newspapers
because:
– Although
the
ar=cle
“college
student
readers
of
na=onal
newspaper
gain”
indicates
that
college
students
read
at
least
one
na=onal
newspaper
per
week,
they
tend
to
mostly
reach
out
for
a
Sunday
paper.
Tradi=onal
newspaper
adver=sing
is
generally
very
expensive
to
adver=se
in,
with
Sunday
being
the
most
expensive
day
due
to
a
broad
reach.
The
composi=on
of
regular
newspapers
indicates
that
they
are
usually
read
by
older
demographics.
If
we
adver=se
in
tradi=onal
newspapers,
we
would
be
was=ng
a
lot
of
money
in
an
audience
we
are
not
interested
in
• Campus
newspaper:
• We
are
choosing
to
adver=se
in
campus
newspapers
because:
– According
to
ar=cle,
“college
newspapers
are
the
best
read
medium
on
campus,”
college
newspaper
readership
tops
80%
with
82%
saying
they
read
it
in
the
past
90
days.
– “3
out
of
4
college
students
say
they
have
read
their
printed
campus
newspaper
in
the
past
30
days.”
– Close
to
¾
of
college
students
say
they
look
at
adver=sements
in
their
college
papers.
– When
it
comes
to
adver=sing
in
college
newspapers,
70%
of
readers
indicated
that
they
take
some
ac=on
aler
seeing
a
newspaper
ad
– 43%
men=oned
the
adver=sed
product
to
a
friend.
According
to
Nielsen,
the
#1
trusted
form
of
adver=sing
for
popula=on
in
general
is
recommenda=ons
from
people
they
know.
– 28%
researched
the
product
or
service
due
to
campus
newspaper
adver=sing
and
11%
purchased
a
product
or
service
aler.
Those
who
researched
the
product
or
service
did
so
because
they
had
access
to
the
web.
They
constantly
have
access
to
the
web
on
campus,
since
there
is
Wi-‐Fi
everywhere.
55. Appendix:
Print
• Adver4sing
Strategy
• When
adver=sing
in
campus
newspapers,
our
strategy
is
to
generate
a
quick
interest
in
our
ad
followed
by
immediate
call-‐
to-‐ac=on.
The
call-‐to-‐ac=on
would
include
two
main
op=ons
to
subscribe:
text
message
subscrip=on
preferable
and
the
Seventeen
magazine
website.
The
text
message
op=on
makes
it
easy
and
fast
for
them
to
subscribe.
As
we
know,
asen=on
span
of
our
target
audience
is
extremely
low
due
to
mul=tasking
and
plethora
of
marke=ng
messages
in
the
environment.
In
addi=on,
our
campaign
would
emphasize
a
great
offer
where
students
cannot
only
save
money
but
also
get
a
gil
with
purchase.
• Ad
Placement
in
campus
newspaper:
The
ad
size
will
be
half
a
page.
Not
only
would
it
be
cheaper
than
a
full-‐page
ad,
but
also
people
generally
see
ads
in
newspapers
when
they
are
reading
the
page’s
content
and
glide
their
eyes
over
to
the
ads
on
the
same
page.
They
may
simply
flip
pass
our
ad
if
it
were
to
be
a
full-‐page
ad.
Since
Seventeen
is
very
colorful,
and
people
are
more
likely
to
look
at
ads
that
are
colorful
versus
black
and
white,
we
are
choosing
to
produce
an
ad
in
color.
The
pink
color
represents
the
Seventeen
brand
and
we
have
to
make
sure
we
u=lize
this
color
in
our
media
adver=sing
efforts.
56. Appendix:
Print
• Budget
Alloca=on:
• According
to
Syracuse
University’s
campus
newspaper,
it
costs
$426.40
for
a
single
na=onal
half
page
ad
(black
and
white).
To
add
color,
it
costs
an
addi=onal
$175.
In
general,
our
budget
for
each
college
would
be
$2000
to
$2500.
We
are
not
adver=sing
in
every
college:
We
are
selec=ng
200
colleges
and
spend
a
total
of
500,000.
We
are
targe=ng
all-‐women
colleges
and
fashion
colleges.
• Fligh=ng:
• Because
this
ad
is
to
generate
subscrip=ons
and
not
necessarily
awareness
(since
our
other
media
efforts
help
generate
awareness),
we
are
going
to
start
adver=sing
during
the
3rd
or
4th
week
of
the
first
semester.
Depending
on
the
college,
campus
newspapers
may
come
out
daily,
weekly,
or
bimonthly.
Therefore,
fligh=ng
strategy
depends
on
the
college.
For
the
colleges
that
print
newspapers
daily,
we
will
adver=se
all
in
one
week
5
=mes;
for
those
that
print
weekly,
we
will
adver=se
4
=mes
in
the
same
month;
for
colleges
that
print
bimonthly,
we
will
adver=se
twice
in
the
same
month;
and
for
those
that
print
monthly,
we
will
only
adver=se
once.
57. Appendix:
Social
Media
Background
Seventeen
Magazine
is
a
leading
American
magazine
for
teenagers
and
young
adults.
Features
covered
include
the
latest
fashions,
celebrity
gossip
and
beauty
editorials.
Seventeen
Magazine
was
first
published
in
1944
in
the
United
States
and
today
has
interna=onal
as
well.
Seventeen
Magazine
also
offers
magazine
subscrip=ons
to
customers
all
over
the
world.
Research
says
that
on
average
people
check
their
phones
around
100x
during
the
day.
Out
of
the
100
=mes,
we
check
our
Facebook
10-‐15x
a
day
just
on
our
phones
(Adweek
2013).
Millennials
spend
around
7
hours
and
38
minutes
weekly
on
entertainment
media
(social
media
etc.).
With
growing
number
of
teenagers
interac=ng
with
social
media
and
growing
number
of
plarorms
our
campaign
will
strongly
focus
on
social
media
interac=on
as
well
as
mobile
adver=sing
in
order
to
connect
with
our
audience.
Brand
Seventeen
Magazine
is
one
of
the
major
publica=ons
of
the
Hearst
Corpora=on
targeted
towards
teenage
girls
(12-‐24
years
old).
The
magazine
offers
both
a
print
&
digital
subscrip=on,
website,
mobile
app
and
Facebook
page.
The
magazine
features
content
in
fashion,
beauty,
rela=onship
advice,
entertainment,
health
and
fitness,
and
other
teenage
content.
Beauty
and
fashion
are
the
magazine’s
most
significant
editorial
content
(61%).1While
a
majority
of
readers
are
12-‐24,
there
is
a
significant
readership
over
18
years
old.
We’re
focused
on
convincing
college
females
to
like
Seventeen
Magazine.
To
achieve
this,
we
should
focus
on
informing
our
target
audience
of
the
magazine’s
value
and
how
it
includes
college
related
content.
Objec've
Our
objec=ve
for
this
crea=ve
campaign
is
to
generate
100,000
subscrip=ons
and
increase
our
fan
base
engagement
metric
on
Facebook
(“talking
about
this”)
by
100%.
58. Appendix:
Social
Media
Audience
Jessica
is
18
years
old
teenage
girl
that
was
born
and
raised
in
Montclair,
NJ.
She
just
started
her
Bachelors
at
Emerson
College
in
Boston.
She
is
currently
s=ll
figuring
out
how
to
organize
everything
in
her
dormroom.
She
wants
to
find
a
job
aler
college
but
eventually
she
would
like
to
get
married
and
have
kids.
Dad
is
a
businessman
(white
collar)
working
for
pharmaceu=cal
company
and
mom
works
at
a
kindergarten
as
a
teacher.
Jessica
helps
others
with
their
shopping
selec=ons,
including
her
family
members,
her
old
high
school
friends
and
her
new
college
friends.
She
always
likes
to
be
on
top
of
trending
beauty
and
fashion
because
she
wants
to
be
in
a
center
of
asen=on.
She
just
got
elected
as
president
for
a
Fashion
Club.
She
also
just
got
herself
a
part-‐=me
job
at
American
Eagle
Store
to
get
some
extra
money
for
her
college
expenses.
She
is
very
ac=ve
physically
being
on
volleyball
team
and
has
a
season
pass
for
all
the
football
games.
She
also
joined
Emerson
Channel,
a
television
network
run
by
students
in
school.
What
is
her
favorite
magazine?
Seventeen-‐
of
course
–
and
she
shares
it
with
her
new
friends
in
college.
In
addi=on
to
the
magazine,
Jessica
is
very
ac=ve
on
social
media
like
Facebook
and
Instagram.
She
just
received
the
newest
iPhone
5C
and
she
is
ac=vely
engaged
with
her
phone
all
the
=me.
Jessica
loves
to
watch
TV,
her
favorite
shows
are
“Keeping
up
with
the
Kardashians”,
“Gossip
Girl”,
“America’s
Next
Top
Model”
and,
“The
Vampire
Diaries”.
She
also
listens
to
a
lot
of
music,
especially
when
she’s
doing
her
homework.
Jessica
likes
to
spend
=me
online
and
she
regularly
follows
her
favorite
ar=sts
on
twiser.
She
is
highly
influenced
by
peers
and
pop
culture.
Budget
N/A
Media
Social
Media
-‐
Facebook
59. Appendix:
Social
Media
Message
Seventeen
flies
you
to
Paris
for
Fashion
Week
(Subscrip'ons)
To
generate
subscrip=ons,
we
will
host
a
contest
in
Spring
Semester
in
which
17
girls
(ages
18-‐24)
with
the
highest
amount
of
referrals
get
to
go
to
Paris
for
a
week
with
a
friend
of
their
choice.
We
will
put
an
asterisk
(*)
to
note
that
contestants
must
be
of
ages
18-‐24,
and
they
will
need
their
parents’
approval
and
permission.
In
addi=on,
limi=ng
the
offer
to
18-‐24
year
olds,
will
help
Seventeen
Magazine
get
more
college
aged
subscribers,
since
most
of
the
friends
of
those
will
be
of
the
same
age
range.
Seventeen.com
&
FB
Seventeen
Fan
page
We
will
post
the
contest
on
the
Seventeen
Facebook
fan
page.
We
will
include
a
Contest
tab
on
seventeen.com
so
our
traffic
will
come
from
two
sources:
the
Seventeen
FB
Page
and
seventeen.com.
Both
plarorms
(FB
Page
and
site)
will
have
a
shareable
link.
The
content
will
be
social
and
sharable
in
all
relevant
communica=on
plarorms
including
FB
but
not
limited
to
it;
Twiser,
Instagram,
Pinterest,
Vine
and
Snapchat
all
play
an
important
role
to
be
where
the
conversa=on
is
happening
maximize
the
effec=veness
of
our
contest
campaign.
The
girl
who
subscribes
to
the
contest
will
be
receive
news
and
updates
of
the
contest
which
will
be
seen
by
her
friends
on
FB
and
on
her
News
Feed,
this
will
also
help
poten=al
subscribers
(her
friends)
be
interested
in
par=cipa=ng.
We
will
con=nue
the
conversa=on
on
twiser
with
our
hashtag
-‐
#17Pariswk,
this
we
will
use
to
keep
our
contestants
up
to
date.
We
will
replicate
this
hastag
on
Instagram,
engaging
our
fans
with
the
contest
and
pos=ng
fashion
=ps
related
to
the
contest.
For
example
we
can
post
Parisian
ourits,
city
pictures
and
some
French
words.
On
Facebook,
we
will
be
delivering
content
such
as
=ps
of
what
to
do
in
Paris,
fashion
trends,
inside
experiences
from
models,
French
words,
all
to
set
the
whole
environment
and
mindset
of
our
players.
Again,
the
subscrip=on
link
will
be
available
on
both,
seventeen.com
and
Seventeen’s
FB
page
and
it
will
be
linked
to
the
girls’
FB
page
to
acquire
the
par=cipant’s
friends
and
make
it
easier
for
them
to
get
an
invita=on
or
referral.
The
contestants
get
to
see
the
amount
of
referrals
they
have,
by
following
Seventeens’
FB
page
on
the
contest
tab
or
the
informa=on
which
will
be
showing
on
the
subscriber’s
newsfeed,
as
well
as
seventeen.com.
During
the
en=re
campaign,
we
will
post
pictures
and
videos
of
Paris
to
generate
hype
and
to
encourage
contestants
to
keep
referring
people.
That
will
also
increase
our
engagement
and
will
generate
some
buzz.
This
will
be
rolled-‐out
in
all
the
social
plarorms
men=oned
before
to
have
a
full
social
and
digital
coverage.
We
have
iden=fied
that
travelling
is
one
of
our
targets
bucket
list
things
to
do,
this
is
why
we
are
giving
them
the
chance
to
accomplish
their
dream
and
even
beser
to
broaden
their
travelling
experiences
to
Paris
–
the
mecca
of
fashion.
Based
on
this
interest,
we
are
confident
this
contest
would
generate
hype.
Fashion
Haute-‐Couture
week
takes
place
in
Paris
in
July,
and
this
is
the
=me
when
contestants
don’t
have
school
and
have
=me
to
visit
another
country
for
vaca=on.
It
will
sync
perfectly
with
their
calendar.
60. Appendix:
Social
Media
Compe''on
Environment
(Trends)
Sharing
media
is
the
en=re
spectrum
of
online
conversa=on
and
content
sharing
going
on
right
now,
using
a
variety
of
communica=on
plarorms
that
include
but
are
not
limited
to
blogs,
forums,
comments,
Instagram,
Twiser,
Facebook,
Pinterest,
Vine,
etc.
(Bob
Knorpp)
Magazine
readership
is
declining
over
the
years,
which
may
affect
the
number
of
poten=al
subscribers.
“We
already
knew
that
Facebook
was
no
longer
the
most
popular
social
network
for
teenagers,
but
we
now
have
confirma=on
from
the
company
itself.”
à
Brands
would
need
to
put
more
effort
to
generate
more
engagement
to
connect
with
their
targets.
Research
shows
that
Facebook
has
became
less
important
to
teenagers
compare
to
other
social
plarorms.
Even
though
the
Facebook
trend
is
changing,
our
goal
is
not
going
to
be
about
talking
with
the
girls,
but
inspiring
conversa=on
about
us
–
Seventeen
Magazine
and
our
Presy
Amazing
Paris
Trip.
(Bob
Knorpp)
61. Appendix:
Social
Media
Metrics
Seventeen
flies
you
to
Paris
for
Fashion
Week
The
buzz
about
the
campaign
will
be
generated
around
January,
when
students
are
not
in
school
and
they
are
ge|ng
ready
for
Spring
Semester.
Research
indicates
that
College
Students
spend
slightly
more
=me
on
social
media
during
their
breaks
and
on
the
weekends.
Once
people
get
back
for
the
spring
session,
we’re
going
to
start
our
campaign
with
a
full
intensity
and
most
importantly
focus
on
Fan
Reach.
We
need
to
reach
the
majority
of
our
fans
on
Facebook
so
they
can
start
collec=ng
their
referrals
early
and
generate
more
buzz
around
other
Seventeen
fans
and
their
own
friends.
Preferably
we
only
want
to
engage
people
that
are
already
passionate
about
Seventeen
Magazine,
therefore
they
are
already
our
fans
and
can
further
become
brand
ambassadors.
This
campaign
will
engage
only
the
most
passionate
students,
who
are
able
to
present
the
value
of
the
magazine
to
other
students
and
their
friends.
The
second
most
important
metric
for
our
campaign
is
“People
talking
about
this”
metric
that
shows
how
many
people
interact
with
our
post
and
make
it
visible
to
their
friends.
Our
plan
is
to
share
interes=ng
informa=on
with
our
audience
on
a
regular
basis
so
they
can
stay
engaged
throughout
the
en=re
campaign.
In
addi=on
by
sharing
our
post
to
others,
they
increase
the
chance
of
collec=ng
more
referrals
and
winning
the
trip.
In
addi=on
to
“People
talking
about
this”
we
are
going
to
look
at
the
Engagement
metric
to
see
how
many
people
interact
with
our
posts.
Engagement
is
equally
important
for
our
campaign,
because
our
objec=ve
is
to
reach
many
people
that
are
not
yet
fans
of
Seventeen
magazine
but
also
make
our
fans
more
engaged
with
the
content
that
we’re
pos=ng.
Our
research
confirmed
that
we
don’t
have
a
very
strong
engagement
metric
in
comparison
to
our
compe==on.
Finally,
we
need
to
look
at
“Click-‐Through”
rate
to
see
how
many
people
are
actually
subscribing
to
the
magazine
with
Facebook
referral
programs.
We’re
also
going
to
look
at
the
posi've
and
nega've
feedback
but
also
volume
of
our
campaign
to
see
the
reac=on
that
we
generated.
By
analyzing
nega=ve
feedback
we
can
quickly
adjust
and
improve
our
campaign.
Also
with
the
significant
increase
in
volume
we
can
determine
whether
our
campaign
had
a
great
impact
because
volume
is
a
great
indicator
of
interest.
Finally,
we
are
going
to
measure
“Share
of
Voice”.
The
metric
indicates
how
our
brand
is
doing
in
comparison
to
our
compe=tors.
We
clearly
analyzed
Cosmopolitan
and
Teen
Vogue
and
it
seems
like
our
compe=tors
are
engaging
many
more
consumers
and
gaining
many
more
likes
on
the
weekly
basis.
One
of
the
goals
of
our
early
strategy
is
to
significantly
increase
our
share
of
voice
and
become
a
leading
brand
on
Facebook
in
comparison
to
our
compe=tors.
62. Appendix
-‐
Mobile
Ra=onale
for
mobile
adver=sing:
Since
mobile
reaches
everyone
and
has
high
targe=ng
capabili=es,
we
can
easily
reach
our
target
and
communicate
with
them.
A
New
Media
Trend
Watch
Ar=cle
reported
that
more
than
95%
of
the
18
to
24-‐year-‐old
popula=on
had
a
mobile
phone,
64%
of
those
being
a
smart
phone.
80%
percent
of
18-‐24
year
olds
admised
to
falling
asleep
with
their
smart
phones
next
to
them,
and
more
than
20%
admit
to
checking
their
smartphones
every
10
minutes.
Our
target
consumers
are
48%
more
likely
than
other
genera=ons
to
trust
somewhat
or
completely
the
content
on
mobile
applica=ons
from
brands,
as
well
as
text
messages
from
brands.
This
upward
movement
in
smartphone
usage
signals
a
huge
opportunity
for
us
to
penetrate
our
target
with
our
overall
campaign’s
promo=ng
message.
Our
strategy
for
mobile
is
to
adver=se
in
the
following
2
categories:
• Young
Adult
Entertainment
(targe=ng
18-‐34)
• Teen
Lifestyle
We
choose
these
two
categories
because
it
is
more
relevant
towards
our
female,
18-‐24
year-‐old
target
audience.
According
to
BUZZMEDIA,
women
aged
18-‐24
are
more
likely
to
purchase
entertainment,
fitness,
lifestyle,
media,
social
and
travel
apps.
63. Appendix
-‐
Mobile
Adver4sing
Strategy
We
plan
to
use
mobile
adver=sing
to
support/promote
our
overall
campaign.
Our
strategy
is
to
generate
a
quick
interest
in
our
magazine
and
to
take
advantage
of
the
direct
response
that
mobile
provides:
Users
would
have
immediate
access
to
the
Internet
and
would
be
able
to
search
or
simply
click
through
to
our
subscrip=on
website
or
our
social
media
plarorms.
In
addi=on,
since
we
will
have
two
events
(contest)
during
the
year,
we
can
also
direct
them
to
the
contests/events
tab
(to
be
created)
of
our
Seventeen
website.
Our
adver=sing
objec=ve
is
to
drive
subscrip=on
among
college
girls.
We
plan
to
use
:30
pre-‐rollvideos
to
promote
our
event,
which
the
goal
is
also
genera=ng
more
subscribers,
and
use
banner
ads
to
direct
drive
subscrip=on.
Mobile
units:
:30
pre-‐roll
videos
We
chose
to
use
pre-‐roll
videos
because
our
target
audience
consists
of
heavy
YouTube
users
and
they
consume
the
majority
of
their
video
content
via
smartphone.
We
are
going
to
adver=se
in
videos
that
they
are
interested
in
watching,
such
as
popular
TV
shows,
movies,
or
videos
created
by
beauty
bloggers,
because
these
are
the
most
viewed
content
among
millennials.
According
to
“Millennials
Point
Toward
Mobile-‐First
Future,”
the
majority
of
the
video
content
that
millennials
consume
is
one
TV
show
or
another
-‐37%,
followed
by
user-‐generated
content
-‐33%;
movies
-‐
28%;
music
videos
-‐19%;
news
video
-‐13%;
“personal”
videos
-‐11%;
and
“Web”
videos
-‐10%).
We
plan
to
use
pre-‐roll
videos
to
promote
our
2
contests
event
throughout
the
year.
Our
mechanism
for
the
contest
is
quite
complicated
and
since
our
target
has
a
rela=ve
short
asen=on
=me,
we
plan
to
create
tutorial
videos
to
encourage
them
to
par=cipate
as
well
as
explain
the
step-‐by-‐step
process
of
the
contest.
It
is
far
easier
to
explain
the
rules
and
workings
of
a
contest
in
video
format
than
a
sta=c
image,
and
people
would
find
it
easier
to
follow.
Image
Banner
We
are
going
to
the
medium
size
banner
and
adver=se
in
relevant
websites
such
as
fashion
blogs.
The
main
purpose
for
the
banner
is
to
generate
subscrip=on
and
it
play
as
a
constant
reminder
to
encourage
subscrip=on.
We
are
choosing
the
medium
size
because
we
feel
that
by
using
this
size,
consumers
would
s=ll
be
able
to
see
the
content
of
the
website
as
well
as
our
ad.
They
may
simply
close
our
ad
if
it
were
to
be
an
X
large
or
larger
banner
ad.
In
addi=on,
the
medium
size
is
rela=vely
cheaper
than
the
larger
ones.
64. Appendix
-‐
Mobile
Budget
Alloca=on:
We
are
going
to
target
50
videos,
website,
and
apps
that
will
resonate
to
our
consumers.
And
we
will
run
our
ad
once
a
day.
We
categorize
our
ad
placement
by
different
purposes
and
categories
below:
Some
examples
of
the
website
that
we
are
going
to
place
our
ad:
Fashion
blogs
that
has
a
significant
amount
of
viewers.
Ex:
Arabelle
Sicardi,
Fashion
Pirate.
As
for
event
promo=on,
because
we
are
doing
a
contest
on
social
plarorm
and
a
=e-‐in
promo=on
with
Victoria
Secret
PINK,
we
will
focus
our
communica=on
towards
those
ages
18-‐24.
Detail
Calcula=on:
Event
Promo=on
–
70days
Pre-‐roll
Teen
Entertainment
$12x50x1x70
=
$42,000
Teen
Life
Style
$12x50x1x70
=
$42,000
Drive
Subscrip=on
–
100days
Medium
Banner
Teen
Entertainment
$5x50x1x100
=
$25,000
Teen
Life
Style
$5x50x1x100
=
$25,000
65. Appendix
-‐
Mobile
Fligh=ng:
Because
the
banner
ad
is
to
generate
subscrip=ons,
we
are
employing
pulsing
strategy
to
constant
remind
purchase.
As
for
the
pre-‐roll
media,
it
basically
follows
the
2
major
events
as
a
support.
Below
is
our
media
schedule.
*
Tie-‐in
promo=on
event:
Aug,
1~Spe.
1
*Social
Media
Contest:
May,1~Jul,1.
Summary:
By
doing
so,
we
are
going
to
generate
17million
impression
and
5,950
subscrip=ons.
Source
hsp://www.heinrich.com/hblog/index.php/2013/06/12/mobile-‐marke=ng-‐to-‐18-‐24/
hsp://www.digitalrela=vity.com/brands-‐gen-‐z/
hsp://www.mediapost.com/publica=ons/ar=cle/213320/millennials-‐point-‐toward-‐
mobile-‐first-‐future.html
66. Appendix:
Radio
• Why
Radio?
– In
general,
we
chose
to
include
radio,
because
it
reaches
almost
all
college
students.
Radio
is
great
to
build
awareness
and
also
builds
frequency
of
the
message.
In
addi=on,
radio
is
in=mate
and
brings
the
listener
close
to
the
point
of
purchase.
College
audience
is
more
aware
of
tradi=onal
adver=sing;
therefore
we
need
to
send
a
more
personal
message
about
the
magazine
through
a
DJ
on
the
radio.
Our
target
audience
is
highly
influenced
by
peers
and
their
role
models.
Radio
will
help
to
develop
a
more
personal
connec=on
with
our
brand
because
of
the
strong
influence
from
their
favorite
DJ.
College
students
have
their
favorite
DJs
that
they
listen
to.
They
also
frequently
follow
them
on
social
media.
College
students
stay
loyal
to
their
favorite
sta=ons.
This
ra=onale
will
help
us
to
build
loyalty,
increase
awareness
and
support
our
overall
campaign,
which
will
ul=mately
increase
responses.
– College
students
olen
tend
to
mul=-‐task,
they
study
while
listening
to
music,
and
radio
allows
them
to
do
that.
Radio
has
targetability,
which
allows
us
to
select
formats
that
asract
our
specific
audience.
For
example,
Alterna=ve
Rock
is
skewed
to
listeners
of
ages
18-‐34.
We
already
know
our
target’s
age,
gender,
educa=on,
income,
and
employment,
so
we
can
use
that
informa=on.
• Strategy
– We
are
going
to
use
radio
for
DJ
endorsements
to
create
buzz
around
the
“Seventeen
flies
you
to
Paris
contest.”
– Since
our
target
listens
to
the
radio
most
from
7pm
through
midnight
on
both
weekdays
and
weekends,
we
want
to
adver=se
during
those
dayparts.
The
program
genres
that
rank
highest
against
our
target
are
Rhythmic,
CHR,
and
Urban.
For
rhythmic,
we
are
going
to
use
Hot
97
as
the
network,
because
it
is
located
in
New
York
and
co-‐owned
with
Power
106
in
Los
Angeles,
and
these
are
the
two
areas
that
have
the
largest
popula=on
of
college
students.
For
Contemporary
Hit
Radio,
we
are
going
to
use
103.5
Kiss
FM,
since
it
is
one
of
the
top
radio
sta=ons
for
Chicago,
the
third
area
with
the
largest
popula=on
of
college
students.
We
are
also
going
to
use
Hot
99.5,
since
that
is
one
of
the
popular
sta=ons
in
Washington,
and
Washington
area
has
a
large
popula=on
of
college
students.
Finally
we
are
going
to
use
Q102
for
Philadephia
and
96.9
for
Boston.
67. Appendix:
Radio
• Fligh'ng
• Budget
Alloca'on
JANUARY
FEBRUARY
MARCH
APRIL
RADIO
DJ
Na'onal
Radio
Budget:
$100,000
Dura=on:
2
months
Fligh=ng:
Jan-‐Feb,
600
=mes
a
week
Evening
–
30”:
300
=mes
(Weekly)
Weekend
–
30”:
300
=mes
(Weekly)
Cost
(Weekly):
600*12CPM
=
$7,200
Cost:
$100,800
Impressions
generated:
8,400,000
Subscrip=ons
created:
2,310
Collabora=on
with
radio
DJ
budget:
$100,000
68. Appendix:
Email/Direct
Mail
• We
recommend
both
• We
are
recommending
email
and
direct
mail–
why?
– Email:
Allows
for
personaliza=on.
We
are
trying
to
sell
the
fact
that
Seventeen
magazine
understands
what
college
is
all
about
and
will
make
a
girl
the
center
of
asen=on.
Addressing
the
email
recipient
by
name
tells
the
person
that
Seventeen
is
already
giving
them
undivided
asen=on.
Millennials
are
vary
of
sales
pitches
and
tradi=onal
adver=sing,
so
by
making
a
message
more
personal,
the
recipient
would
be
more
likely
to
read
the
message
and
subscribe.
Also,
email
is
highly
targeted,
elimina=ng
waste.
In
addi=on,
we
not
only
can
reach
a
broad
spectrum
of
people
immediately
but
also
measure
results
the
very
next
day
to
see
what
worked
and
what
didn’t.
– Direct
mail:
Besides
the
ability
to
personalize,
like
email,
direct
mail
allows
us
to
highlight
benefits
of
the
magazine
visually
and
verbally
in
an
extensive
way.
People
olen
spend
more
=me
reading
text
when
they
receive
direct
mail.
The
offer
leser
is
a
good
place
to
go
into
detail
what
we
are
offering,
since
we
are
essen=ally
trying
to
convince
recipients
that
Seventeen
has
college
content,
ul=mately
leading
to
subscrip=ons.
Those
that
showed
interest
but
have
not
been
convinced
enough
to
subscribe
aler
receiving
the
email
might
be
convinced
aler
opening
the
direct
mail
package.
• Since
direct
mail
is
more
expensive
than
email,
we
first
send
emails,
followed
by
direct
mail
69. Appendix:
Email/Direct
Mail
• Here’s
how
it
works:
• -‐
Aler
ge|ng
the
email
lists,
we
compare
them
to
our
current
subscribers
to
eliminate
the
ones
that
are
already
in
our
database
• -‐
We
test
by
sending
out
a
few
different
versions
of
the
email
to
a
sta=s=cally
significant
#
of
our
target
audience
to
determine
which
crea=ve
works
best
• -‐
We
are
emailing
to
personal
email
addresses
as
Freshmen
may
not
have
their
.edu
addresses
yet.
Also,
anything
not
school
related
sent
to
the
.edu
email
addresses
may
be
treated
as
spam,
since
people
olen
log
onto
their
.edu
email
addresses
with
an
expecta=on
of
emails
sent
by
the
school.
We
are
mailing
to
campus
addresses,
since
that
is
where
college
girls
get
their
mail
packages
when
they
are
moved
into
campus.
• 1.
We
send
mass
email
expec=ng
high
response
rate.
This
represents
“first
email
to
prospects”
in
the
above
diagram.
• 2.
Those
that
opened
the
email,
clicked
through
to
the
website,
but
didn’t
subscribe
will
be
sent
a
direct
mail
package,
since
they
showed
a
sufficient
level
of
interest
in
the
offer
• 3.
Those
that
opened
the
email
and
did
not
click
through
to
the
website
will
be
retargeted
with
an
addi=onal
email
within
a
month
from
the
first
email.
The
second
email
acts
as
a
second
asempt
at
the
cycle.
If
the
recipient
clicks
through
to
the
website
on
the
second
email
but
did
not
subscribe,
he/she
will
be
sent
a
direct
mail
package
(just
like
#2).
Note
that
we
will
not
send
a
third
email
if
the
first
two
emails
were
not
opened
or
clicked
through,
since
lack
of
interac=on
with
the
email
may
mean
the
recipient
is
either
not
interested
or
the
emails
went
to
a
spam
folder.
• 4.
Those
that
did
not
open
the
first
email
at
all
will
be
sent
a
second
email
with
a
different
subject
line
within
2
weeks
at
a
different
=me
of
the
day
and
different
=me
of
the
week.
Perhaps
we
sent
it
during
a
=me
where
there
was
a
lot
of
email
cluser.
71. Appendix:
Email/Direct
Mail
• Lists
• We
are
using
the
following
lists
for
both
email
and
direct
mail:
– Young
Fashionistas:
We
chose
this
list,
because
it
is
a
list
for
young
women
who
are
constantly
shopping,
and
Seventeen
magazine
has
a
big
por=on
of
fashion
editorial
and
a
lot
of
affordable
products
for
college
women.
We
selected
10%
of
this
list
as
an
es=mate,
based
on
other
lists’
es=mates.
– College
Back
to
School
Shoppers:
As
=tle
indicates,
these
include
college
students
who
are
shopping
before
entering
a
new
semester,
and
these
would
be
people
that
are
interested
in
shopping
for
a
magazine
that
is
relevant
to
their
change
in
lifestyle.
– School
Days
High
School
and
College
students:
This
list
targets
high
school
seniors,
college
freshmen,
and
college
sophomores,
all
of
which
we
plan
to
target,
since
these
are
people
that
are
more
vulnerable
to
accep=ng
new
products.
– Back
to
College:
These
college-‐aged
college
students
are
ge|ng
ready
to
go
back
to
school.
This
list
is
perfectly
aligned
with
our
strategy.
– 4-‐year
College
Students:
We
chose
this
list,
because
the
extensive
size
and
number
of
parameters
that
we
can
use
to
narrow
down
the
list
in
order
to
select
the
target
audience.
– ASL
Marke'ng:
We
included
this
list,
because
it
combines
many
educa=onal
and
direct
response
sources.
It
is
a
very
large
list
that
would
allow
us
to
reach
mass
audience.
72. Appendix:
Email/Direct
Mail
• Selects
(age,
gender,
geo,
etc.)
– The
people
we
are
targe=ng
in
the
chosen
lists
must
also
be
female,
live
in
the
US,
and
are
of
ages
17-‐20.
We
are
only
sending
email
and
direct
mail
to
college-‐populated
areas:
– We
are
selec=ng
age
and
gender
for
every
list
except
the
following:
– For
“4
year
college
students,”
we
are
interested
in
selec=ng
by
“interest”
in
addi=on
to
gender
and
age.
For
“ASL
marke=ng,”
we
are
interested
in
selec=ng
class
year
in
addi=on
to
age
and
gender.
For
“School
days
high
school
and
college,”
we
are
selec=ng
by
“school
cycle”
in
addi=on
to
age
and
gender.
For
“Young
Fashionistas”
we
are
selec=ng
only
by
age,
since
they
are
already
filtered
by
gender.
73. Appendix:
Email/Direct
Mail
• Quan=ty
–
how
many
emails
or
direct
mail
pieces
do
you
want
to
drop/mail
by
list?
– Email
lists:
We
are
sending
emails
twice
with
each
of
the
lists:
first
email
to
all
prospects
and
a
second
email
to
those
that
haven’t
responded
to
the
first
email.
• Please
note:
Since
we
are
obtaining
email
address
informa=on
from
lists
we
buy,
we
don’t
have
a
way
of
retrieving
mailing
addresses
from
a
free
source.
We
will
use
the
same
lists,
which
has
both
emails
and
mailing
address
informa=on.
Therefore,
we
would
have
to
pay
a
list
procurement
cost
to
obtain
mailing
addresses.
– Direct
mail
lists:
With
each
of
our
lists,
we
are
sending
direct
mail
once
to
those
that
clicked
through
the
first
email
but
haven’t
subscribed.
For
the
remaining
people
on
the
list,
we
are
going
to
send
direct
mail
to
those
that
clicked
through
the
second
email
but
didn’t
subscribe.
• Please
note:
To
es=mate
the
prices
later,
we
are
assuming
everyone
who
received
an
email
clicked
through
to
the
website
but
didn’t
subscribe.
This
way,
we
assume
everyone
will
be
sent
a
follow-‐up
direct
mail
package.
We
have
to
make
sure
we
have
the
budget
to
send
the
direct
mail
package
to
everyone
in
case
that
happens.
If
we
don’t
end
up
sending
everyone
a
direct
mail
package,
we
simply
save
money.
74. Appendix:
Email/Direct
Mail
• Fligh'ng
– We
begin
sending
the
1st
email
before
each
semester
starts.
Emails
and
Direct
Mail
packages
are
op=mized
the
fall
semester
depending
on
the
responses
we
receive
the
first
round
in
the
spring
semester
– Emails
1
and
2
are
separated
by
2
weeks.
First
email
is
sent
at
the
end
of
January.
– Direct
mail
follows
each
email
3
weeks
aler,
allowing
=me
for
prin=ng
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
EMAIL
Email
1
Email
2
Email
1
Email
2
DIRECT
MAIL
DM
1
DM
2
DM
1
DM
2
75. Appendix:
Email/Direct
Mail
EMAIL List Name
Additional
Parameters List CPM List Universe
Total 1st
email
2nd email (no
open)
2nd email
(open/no click)
Total for
emails
After 20%
discount
Assuming
20%
duplicates
Young Fashionistas Age $130.00 277904 $36,127.52 $25,289.26 $10,025.39 $71,442.17
College Back to School
Shoppers Age, Gender $130.00 357892 $46,525.96 $32,568.17 $12,910.95 $92,005.09
School Days High
School and College
Students
Age, Gender,
School Cycle $120.00 980,000 $117,600.00 $82,320.00 $32,634.00 $232,554.00
Back to College Age, Gender $125.00 171488 $21,436.00 $15,005.20 $5,948.49 $42,389.69
4 year college Students
Age, Gender,
Interest $94.00 993456.25 $93,384.89
ASL Marketing
Age, Gender, Class
Year $112.00 1500000 $168,000.00
2,780,740 $483,074.37 $338,152.06 $134,053.14 $955,279.56 $764,223.65 $649,590.10
Direct Marketing
Young Fashionistas Included Above
People that
clicked but
didn't buy
College Back to School
Shoppers Included Above
People that
clicked but
didn't buy
School Days High
School and College
Students Included Above
People that
clicked but
didn't buy
Back to College Included Above
People that
clicked but
didn't buy
4 year college Students Included Above
People that
clicked but
didn't buy
ASL Marketing Included Above
People that
clicked but
didn't buy
76. Appendix:
Banner
Ad
Ra'onale:
We
recommend
Banner
Ads
because
they
are
highly
targetable,
cost
efficient,
easy
to
test
and
effec=ve.
Banner
ads
drive
traffic
and
eventually
sales,
which
is
ul=mately
our
goal.
We
can
run
banner
ad
campaign
throughout
the
en=re
year
because
of
low
cost.
In
addi=on,
banner
ads
allow
us
to
have
a
freedom
of
expression
and
present
our
brand
in
a
unique
way
to
stand
out
on
targeted
websites
(sec=ons).
College
girls
are
constantly
online
either
through
their
mobile
devices
or
their
computers.
They
constantly
look
for
informa=on
and
also
visit
their
favorite
websites.
With
the
expansion
of
internet,
personal
blogs
became
very
popular
among
young
adults.
Millenials
can
find
lots
of
interes=ng
advices
and
connect
with
bloggers
on
a
personal
level.
Strategy:
Our
goal
is
to
target
websites
that
are
very
popular
amongst
college
females.
Some
of
these
websites
are
only
visited
by
college
females
due
to
their
content
(makeup
geek
or
college
confiden=al,
real
beauty),
while
others
are
popular
among
young
adults
(mtv,
ehow).
For
blogs
and
college
female
oriented
websites
we
are
going
to
post
our
ad
under
sec=ons
related
to
the
banner
content
(beauty,
internship,
body,
first
impression).
For
general
websites
(mtv,
ehow)
we
will
find
sec=ons
that
are
the
most
appropriate
for
exampe:
mtv
–
celebrity
news,
breaking
news.
We
are
going
to
put
our
ad
in
ambi=ous
sec=ons
because
our
target
audience
is
an
achiever.
This
medium
is
essen=al
for
our
plan
because
it’s
going
to
generate
lots
of
traffic
and
drive
awareness
and
curiosity,
which
will
eventually
drive
sales.
It’s
also
very
important
to
our
en=re
campaign,
as
it
reinforces
our
value
proposi=on
and
highlights
that
Seventeen
magazine
has
college
related
content.
This
is
a
na=onal
plan
because
we’re
targe=ng
na=onal
colleges.
Addi=onally,
we
are
going
to
adver=se
on
Pandora.
In
order
to
listen
to
the
radio,
the
consumer
needs
to
enter
his/her
basic
informa=on
so
our
banners
can
only
be
presented
to
college
females.
Young
adults
tend
to
listen
Pandora
on
regular
basis.
Fligh'ng:
Our
banner
is
going
to
run
aler
the
first
contest
and
during
summer
=me.
As
men=oned
before
girls
are
constantly
online
especially
during
the
=me
where
they
have
no
school.
Second
round
of
banner
will
be
running
in
our
phase
3
to
generate
even
more
subscrip=ons
77. Site
Overview:
Age:
18-‐34
(66%)
Sex:
Female
(56%)
HHI:
57k
(Median)
Unique
Views
(Sept
2013):
4512437
Page
views
(Sept
2013):
30280950
Unit
Choices:
IAB
Standard
Units:
300x250,160x600,
728x90;
Non-‐IAB
Standard
Units:
970x418
Placements:
homepage,
music,
shows,
news,
movies
*Source:
1.
Kantar
SRDS,
2.
hsp://
www.comcastspotlight.com/network/mtv
Our
Recommenda'on:
Unit:
160X600
Placement:
Music
à
Popular
Music
Videos;
News
à
Celebrity
News
Na'onal?
Yes
CPM:
$5.25
CTR:
.25%
Conversion
Rate:
12%
Impressions:
12,000,000
Clicks:
30,000
Conversions:
3,600
Spending:
$63,000
We
are
recommending
MTV
because…
• College
students
are
195%
more
likely
than
average
to
visit
mtv.com
(according
to
MRI
data)
• 66%
of
the
visitors
of
mtv.com
are
of
ages
18-‐34
• As
indicated
by
MRI
data,
college
students
like
celebrity
endorsed
products
and
look
up
to
celebri=es
as
role
models.
MTV
has
popular
celebrity
news
that
we
can
place
our
ad
next
to
• College
students
like
to
listen
to
Top
100
music
and
contemporary
hit
radio
is
one
of
their
favorite
formats.
Mtv.com
has
music
videos
from
this
type
of
music
where
we
can
place
our
ad
next
to
• MTV
also
generated
a
lot
of
interest
from
the
shows
like
Jersey
Shore
and
The
Hills
78. Site
Overview:
Age:
18-‐24
(145
index)
Sex:
Female
(111
index)
HHI:
<50k
(119
Index)
Unique
Visitors
(monthly):
82,104,976
Page
views
(monthly):
430,979,008
Unit
Choices:
300x250,
320x50
Placements:
homepage,
entertainment,
technology,
health,
food,
business,
animals,
cars,
sports,
history
&
poli=cs,
hobbies
Source:
Quantcast,
hsps://s3.amazonaws.com/answ-‐img/
AnswersMediaKit_20130412_lowres.pdf
Our
Recommenda'on:
Unit:
300
x
250
Placement:
(In-‐Context)
Entertainment,
Technology,
Hobbies
Na'onal?
Yes
CPM:
$6
CTR:
.30%
Conversion
Rate:
12%
Impressions:
12,000,000
Clicks:
36,000
Conversions:
4,320
Spending:
$72,000
We
are
recommending
Answers.com
because…
• College
students
are
154%
more
likely
than
average
to
visit
Answers.com
• It
is
assumed
college
students
go
online
to
search
for
informa=on
a
lot
to
answer
homework
ques=ons
• College
students
are
highly
social
and
Answers.com
allows
users
to
connect
with
one
another.
The
site
also
has
a
technology
sec=on
that
contains
topics
related
to
social
media.
We
can
place
our
ad
in
context
• College
students
are
curious
about
celebri=es
and
entertainment
culture.
There
is
an
entertainment
sec=on
on
the
website
where
we
can
place
our
ad
in
• According
to
the
media
kit,
Answers.com
is
a
top
20
ComScore
site
and
connects
to
Facebook,
a
major
social
plarorm
79.
80. Site
Overview:
Age:
18-‐24
(33%)
Sex:
Female
(83%)
Page
views
(weekly):
2.5
-‐
3
Million
Cookies
(weekly):
100-‐150K
Unit
Choices:
300x250,
728x90,
970x90,
300x600,
300x1050
Placements:
homepage,
hair,
makeup,
body
&
skincare,
diet
&
health,
fashion
Source:
Google
Adwords,
realbeauty.com
Our
Recommenda'on:
Unit:
300
x
250
Placement:
Fashion
Na'onal?
Yes
CPM:
$6
CTR:
.30%
Conversion
Rate:
12%
Impressions:
12,000,000
Clicks:
36,000
Conversions:
4,320
Spending:
$72,000
We
are
recommending
Real
Beauty
because…
• It
is
owned
by
Hearst
Corpora=on,
so
there
is
relevant
content:
hair,
makeup,
fashion,
etc.
It
is
relevant
that
we
are
adver=sing
Seventeen
in
a
website
owned
by
the
same
company.
• It
is
highly
targeted
towards
females
and
a
large
percentage
are
those
from
ages
18-‐24
(33%)
• In
the
Fashion
page,
there
is
a
sec=on
called
“Budget
Fashion,”
and
this
may
interest
college
students,
since
they
are
on
a
budget.
MRI
data
also
indicated
that
college
students
are
interested
in
less
expensive
clothing
and
shoes
as
long
as
they
are
trendy.
• Our
ad
placement
on
the
Fashion
page
is
right
on
top
of
“fashion
advice,”
which
people
have
to
scroll
down
to
see
81.
82. Site
Overview:
Age:
18-‐24
(53%)
Sex:
Female
(54%)
Page
views
(weekly):
5
–
10
Million
Cookies
(weekly):
500k
–
1
Million
Unit
Choices:
300x250,
728x90,
160x600,
Placements:
homepage,
college
search,
college
admissions,
paying
for
college,
college
life,
ask
the
dean
Source:
Google
Adwords,
collegeconfiden=al.com
Our
Recommenda'on:
Unit:
728x90
Placement:
College
Life
Na'onal?
Yes
CPM:
$4.25
CTR:
.20%
Conversion
Rate:
11%
Impressions:
12,000,000
Clicks:
24,000
Conversions:
2,640
Spending:
$51,000
We
are
recommending
collegeconfiden'al.com
because…
• The
site
targets
53%
of
those
ages
18-‐24.
54%
are
female.
• The
College
Life
sec=on
is
a
great
place
to
adver=se,
because
Seventeen
also
has
a
college
life
sec=on
on
their
website.
Because
Seventeen
helps
readers
gain
confidence
while
adap=ng
to
the
campus
lifestyle,
the
content
of
our
ad
would
be
relevant
to
the
page’s
content.
• We
selected
the
top
banner
as
placement
for
our
ad,
because
it
is
the
most
visible.
In
contrast,
in
order
to
see
the
full
skyscraper
ad,
viewers
would
have
to
scroll
down
to
the
specific
ar=cle
links.
83.
84. Site
Overview:
Age:
18-‐24
(44%)
Sex:
35%
Male,
55%
Female
HHI:
<30k
(33%)
Unique
Visitors
(monthly):
18,634,488
Page
views
(monthly):
302,639,470
Unit
Choices:
Medium
Rectangle300x250,
Billboard
970x250
Source:
hsp://next.srds.com/nmp/datacard/show/
10888/0
hsps://adwords.google.com/da/
DisplayPlanner/Home?
__c=6045959945&__u=2472427265&__o=cues
#results
Our
Recommenda'on:
Unit:
300
x
250
Placement:
Homepage
Na'onal?
Yes
CPM:
$6
CTR:
.30%
Conversion
Rate:
12%
Impressions:
12,000,000
Clicks:
36,000
Conversions:
4,320
Spending:
$72,000
We
are
recommending
pandora.com
because…
• College
students
are
106%
more
likely
than
average
to
visit
pandora.com.
And
sta=s=c
shows
that
pandora.com
has
high
penetra=on
on
18-‐24
year
old.
• Pandora
plays
musical
selec=ons
based
on
the
user's
ar=st
selec=on.
The
user
then
provides
posi=ve
or
nega=ve
feedback
for
songs
chosen
by
the
service,
which
are
taken
into
account
when
Pandora
selects
future
songs
for
the
user.
Our
ads
at
the
homepage
can
reach
our
targets
when
they
open
up
the
website
to
start
listening,
when
they
switch
to
next
songs
and
when
they
rate
the
songs.
• In
this
case,
we
would
recommend
have
Medium
Rectangle
300x250
which
will
cost
us
72,000
to
generate
12,000,000
impressions,
85.
86. Site
Overview:
Age:
18-‐24
(34%)
Sex:
24%
Male,
52%
Female
HHI:
<30k
(25%),
30-‐60K
(28%)
Unique
Visitors
(monthly):
15,214,455
Page
views
(monthly):
16,822,552
Unit
Choices:
Medium
Rectangle
300x250
Leaderboard
728x90
Half
Page
300x600
Source:
hsp://next.srds.com/nmp/datacard/show/11684/4
hsps://adwords.google.com/da/DisplayPlanner/Home?
__c=6045959945&__u=2472427265&__o=cues#results
Our
Recommenda'on:
Unit:
728x90
+
300x250
Placement:
Rela=onship
Na'onal?
Yes
CPM:
$4.25
&
$6
CTR:
.20%
&
.30%
Conversion
Rate:
11
&
12%
Impressions:
12,000,000
Spending:
$72,000
We
are
recommending
Cosmopolitan
because…
• Cosmopolitan
has
a
high
penetra=on
at
group
of
18-‐24
year
old
and
it
is
the
one
of
the
biggest
compe==on
against
Seventeen
when
targe=ng
college
females.
• Cosmopolitan.com
generates
45M-‐50M
impressions
per
week.
The
categories
of
the
website
includes
Rela=onships,
Celebs,
Beauty
&
Fashion,
Health,
Work,
Cosmo
For
La=nas,
which
are
similar
to
Seventeen
website.
For
the
placement,
we
should
run
our
ads
in
the
“Rela=onship”
sec=on
because
that
is
the
most
significant
difference
between
Cosmopolitan
and
Seventeen
and
it’s
the
most
popular
topic
that
draws
college
female
to
read
Cosmopolitan.
• As
for
ad
unit
size,
we
can
use
Leaderboard
728x90
with
Medium
Rectangle
300x250
to
create
larger
impact.
We
will
spend
25,000
on
Leaderboard
and
35,000
on
Medium
Rectangle
so
that
the
two
of
them
will
generate
an
almost
equal
impression
of
5,800,000.
Combine
the
both,
we
can
get
almost
12,000,000
impressions
from
Cosmopolitan.com.
87.
88. Site
Overview:
Age:
18-‐24
(37%)
Sex:
22%
Male,
57%
Female
Unique
Visitors
(monthly):
N/A
Page
views
(monthly):
50M-‐100M
impression
(weekly)
Unit
Choices:
Medium
Rectangle
300x250
Leaderboard
728x90
Half
Page
120x600
Source:
hsp://en.wikipedia.org/wiki/EHow
hsp://ezproxy.library.nyu.edu:3391/nmp/
datacard/show/9024
Our
Recommenda'on:
Unit:
728x90
+
300x250
Placement:
Style
Na'onal?
Yes
CPM:
$4.25
&
$6
CTR:
.20%
&
.30%
Conversion
Rate:
11
&
12%
Impressions:
12,000,000
Spending:
$72,000
We
are
recommending
eHow
because…
•
According
to
the
MRI
data,
College
Or
University
Students
are
111%
more
likely
than
others
to
visit
eHow.
eHow
is
a
website
that
provide
guides
to
a
wide
variety
of
topics
organized
into
a
hierarchy
of
categories
which
includes
home,
mom,
style,
food,
tech,
and
crals.
• eHow.com
asracts
proac=ve
users
&
busy
people
who
like
to
take
control
of
their
day-‐to-‐day
ac=vi=es,
who
regularly
use
the
Internet
for
research
shopping,
and
who
want
concise
instruc=ons
and
easy
access
to
the
things
that
enable
them
to
get
things
done.
• The
audience
of
eHow.com
has
a
14%
composi=on
on
targets
aged
18-‐24.
Also,
the
composi=on
of
male
and
female
is
51%
and
49%.
Since
college
students
are
star=ng
to
live
on
their
own,
the
website
is
a
useful
tool
for
them
to
get
instruc=ons
related
life
issues.
• We
think
that
the
“Style”
page
would
be
perfect
to
place
our
adver=sement
because
it
fits
with
the
image
of
Seventeen
and
it
covers
topics
from
fashion
to
beauty.
hsp://en.wikipedia.org/wiki/EHow
hsp://ezproxy.library.nyu.edu:3391/nmp/datacard/show/9024
