2. CAMPAIGN OVERVIEW
SITUATIONAL ANALYSIS
▸ Strengths
▸ Innovates, increases success of startups, creates solutions
▸ Weaknesses
▸ Low brand awareness
▸ Opportunities
▸ Continued trend towards digital solutions that Sandwich offers
▸ Threats
▸ Many alternatives on the market, could be too “niche”
3. TARGET AUDIENCE
TARGET CHARACTERISTICS
▸ Entrepreneurs open to creative
solutions that Sandwich offers
▸ Men and women 25-40 years of
age
▸ Social media and tech savvy
▸ YouTube and Twitter
▸ Owns or works in a startup
4. TARGET AUDIENCE
THE IDEAL CUSTOMER
▸ 34-year-old CEO of wearables
startup in San Fransisco, CA
▸ Active on social media
▸ Interested in educating his target
audience with a creative solution
about his product
▸ Entrepreneurial mindset
6. CAMPAIGN OVERVIEW
OBJECTIVES
▸ Create brand awareness among 70% of target audience
through paid and earned media such as outdoor
advertising, event planning and community engagement
at the end of current fiscal year
▸ Drive traffic to website by 40% and increase time spent on
website by 25% through SEO and SEM initiatives at the
end of current fiscal year
▸ Increase sales by 25% at the end of current fiscal year
through email marketing and total marketing efforts
8. CREATE AWARENESS
OUTDOOR ADVERTISING
▸ Billboards in locations with high density of startups
▸ Highways with high traffic during morning commute
▸ Silicon Beach in Los Angeles
9. CREATE AWARENESS
EVENT PLANNING & EXPERIENTIAL MARKETING
▸ Attend startup conference with LA’s most up-and-coming
entrepreneurs
▸ Host “Choose Your Own Adventure” game using
Sandwich’s videos on TVs
▸ Work with brand ambassadors and offer Sandwich-
branded freebies with social media handles and web
address
10. BUILD AWARENESS
INFLUENCER MARKETING
▸ Connect with MarieTV, a female
YouTuber who educates and
motivates aspiring entrepreneurs
▸ Initiate referral program through
Marie that reduces initial fees of a
consultation with Sandwich
▸ 350,000 subscribers
▸ 183,000 Twitter followers
11. BUILD AWARENESS
PAID ONLINE MEDIA
▸ Pre-roll ads targeted towards key demographic on
YouTube
▸ Engage with consumers who follow YouTube channels like
MarieTV through with promoted posts and banner ads
13. DRIVE TRAFFIC TO WEBSITE
SEARCH ENGINE OPTIMIZATION
▸ Content marketing
▸ Regularly update blog with relevant “behind-the-
scenes” content and innovations in the industry
▸ Upload videos from client work
▸ Research keywords and seasonal trends
▸ Optimize the website with tags, concise URLs and a
seamless user experience
14. INCREASE SALES
EMAIL MARKETING CAMPAIGN
▸ Utilize MailChimp to create monthly newsletter to connect
with target audience
▸ Drive traffic to website with links to blog posts and client
videos
▸ Offer tips and motivation for emerging entrepreneurs,
guest Q&A’s with successful entrepreneurs and news
about trending startups in the US
15. DRIVE TRAFFIC TO WEBSITE
PAID SEARCH
▸ More targeted approach to reach specific audience
▸ Display a special offer for a limited time to customers who
schedule a consultation with Sandwich
16. DRIVE TRAFFIC TO WEBSITE
LOCAL LISTINGS
▸ Manage Sandwich on Google local listings to ensure that it
appears on top of the large variety of alternatives
19. INCREASE SALES
TOTAL BUDGET
▸ Billboard advertising, influencer marketing, event
planning, online advertising, paid search and email
marketing campaign are top drivers of the budget
▸ Total budget: $70,000