Final presentation

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Final presentation

  1. 1. •Internet financial services company •Based out of New York •Major business is online stock brokerage service
  2. 2. Challenges • Economical Crisis – People don’t have money to take risks on investments • Competing online brokers – Charles Schwab – TD Ameritrade • Security – Internet – Financial
  3. 3. Goals •New digital marketing campaign •Differentiate from the competition •Use humor as theme for new ads •Interact with consumers
  4. 4. Proposal •Develop company positioning statement •Situation Analysis •Update Brand Image •Use baby from commercials as new social media profile •Applications like Facebook, and Twitter are a must • Tweet deals, specials and information about companies (failing or succeeding) •Use YouTube to create commercials not seen on TV •Create blog on E* Trade website so customers can interact with company
  5. 5. Social Media Tools
  6. 6. •Interact with clients by allowing comments to asses how consumers feel about E* Trade
  7. 7. Planning Strategy •Develop the new Brand Image and put into action •Begin with using the baby as the new spokesperson •Hire employees to work on Social Media applications only •Create Twitter and Facebook profiles •Start tweeting! •Add new blog feature on websites for consumer comments •Start listening!
  8. 8. Evaluation •Review Sales •New clients to booking accounts •Evaluate Social Media features •Check amount of Facebook “friends/likes” •Number followers/following on Twitter •Amount of commercial views on YouTube •If #’s are low, give consumers incentive to add E* Trade social media profile (e.g., deals) •Post easy survey questions on social media sites
  9. 9. Campaign Duration •Start campaign in Spring because of tax returns •Run a 6 month preliminary to see if social media is having effect •First month, develop new brand image which will feature baby •Months 2-3 develop social media profiles (Facebook, Twitter, Blog) •Months 3-6 continue to make updates and analyze consumer comments •Give consumers time to interact with E* Trade’s social media profile
  10. 10. Budget Employee (40hrs/week for 6 months w/ average salary of $15.00/hr = $15,600 Website Development (add blog feature for comments) = ~ $5,000 Cost of Commercial Development and Production = ~$20,000 - $100,000 Facebook & Twitter = FREE!!

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