1
P R E S E N T E D B Y:       CODY JUE    E L E N A TA R C H I   GEORGIA DIXON      LEE DORANVERONICA DEL ROSARIO
Wiggio is a collaborative software applica-                    tion geared towards young adults who often work in    EXECU...
Executive Summary       2                Company Analysis       4                   Market Analysis     5              Com...
Wiggio was founded in 2008 by three Cornell    graduates, including CEO Dana Lampert. Launched                            ...
SITUATIONAL ANALYSISMARKETA N A LY S I S 	       The collaborative software market is expected to grow to nearly $20 billi...
BASECAMP                               Key Benefits They Position Themselves                               Around         ...
FACEBOOK GROUPS                                                   GOOGLE DOCSKey Benefits They Position Themselves        ...
PROBLEMS+    OPPORTUNITIES                                        PROBLEMS          OPPORTUNITIES      	              Soft...
•	   80% of users are college students•	   Ages 18-22, no specific demographic data•	   These students tend to be concentr...
The current primary target audience is     college students. They comprise 80% of Wiggio’s     users, and the company hope...
HI, I’M VERONICA             • 20 years-old             • Double Major             	       • Writing, Literature, & Publis...
HI, I’M ELENA                                        HI, I’M CODY     • 21 years-old                                      ...
Rather than focusing solely on the group                  as a whole, Wiggio will cater to theC A M PA I G N    individual...
BRANDING                                                                	       To increase user recall, we will create an...
EMOTIONAL BENEFITS                                                           Everything needed to organize a college stude...
COMPANY VALUES + ASPIRATIONS               Wiggio’s values are providing a fun, easy and free               experience to ...
Wiggio will become a platform that promotes person-al productivity. On a new interface which integratesall productivity to...
MARKETING OBJECTIVES                      With the increasing number of collaborative software                      compan...
WIGGIO FOR YOUThe new interface will place an emphasis on the                                                           I ...
20     22
A new mobile app will follow a similar functionality and design     to keep Wiggio consistent across various platforms.   ...
TACTICS :: ORIENTATION EVENTS     STUDENT     O R G FA I R S              During the first month of the 2012 back-to-schoo...
TACTICS :: ORIENTATION EVENTS                                COLLEGE                                   FESTCollegeFest is ...
TACTICS     S C AV E N G E R     HUNT               • Boston-wide scavenger hunt for new freshman               • Goal of ...
TACTICSBACK-TO-SCHOOL          BASH    We plan on having our new interface launch in De-    cember, just in time for final...
TACTICS     E 3 PA R T N E R S H I P               In order to target college students in the most               effective...
CONTENT SUGGESTIONS• Highlight unique groups, organizations, or other    startups                                         ...
B U D G E T: $ 5 1 0 028
C A M PA I G N TIMELINE                 29
• Monitor social media outlets, with more focus on                          blog. How many new followers are there? Are th...
THE FUTURE: ROI	         With the advent of collaborative softwareemerging today, Wiggio has a lot of great opportu-nities...
WORK CITED                   PROMOTIONAL CONTACTS                        Basecamp        •         •   Sharon Duffy: Org F...
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Wiggio Campaign Proposal
Wiggio Campaign Proposal
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Wiggio Campaign Proposal

  1. 1. 1
  2. 2. P R E S E N T E D B Y: CODY JUE E L E N A TA R C H I GEORGIA DIXON LEE DORANVERONICA DEL ROSARIO
  3. 3. Wiggio is a collaborative software applica- tion geared towards young adults who often work in EXECUTIVE some kind of group, be it academic, athletic, or artistic. With over a million users, Wiggio is growing fast and there is ample opportunity for further SUMMARY expansion and eventually, significant revenue. While collaborative software is a competitive market, Wiggio offers many features on one single platform, while other applications often only offer one or two. Wiggio can differentiate itself using by becoming a platform that promotes personal productivity. Communication efforts will emphasize the conve- nience of having all organizational tools in one place and focus on making things easier for the individuals within a group rather than solely the group as a whole. By encouraging the current target audience, college students, to utilize useful features (e.g., task list, calendar, planner) regularly, Wiggio will ideally be- come a necessity, leading to user loyalty within all academic projects, and ultimately, user loyalty for all personal and collaborative work.2 4
  4. 4. Executive Summary 2 Company Analysis 4 Market Analysis 5 Competitive Analysis 6-7 Problems + Opportunities Consumer Insights 8 9 TA B L E O F Target Audience 10 CONTENTS Target Profiles 11-12 Campaign Theme 13 Branding 14-15 Brand Essence 16 Positioning Strategy 17 Campaign Objectives 18 Interface Design 19-21 Tactics 22-27 Budget 28 Campaign Timeline 29 Control + Evaluation 30 Campaign Extension 31Works Cited + Promotional Contacts 32 3 5
  5. 5. Wiggio was founded in 2008 by three Cornell graduates, including CEO Dana Lampert. Launched SITUATIONAL ANALYSIS C O M PA N Y as a tool to make it easier for college students to work in groups, the company has continued to focus their efforts on reaching out to college stu- dents. Wiggio primarily relies on grants and other outside funding, while they do gain some income A N A LY S I S from their paid premium version. The start-up re- mains a small working team of eight individuals. In April of 2012, Wiggio reached a 1 million user milestone. From this point forward, they hope to continue gaining more users while retaining the us- MISSION ers that are currently signed up for their service. To make it easy for people to work in groups. While Wiggio floats in an ocean occupied by larger IDENTITY brands such as Google Docs, they strive to differ- “A young, fun brand that is the opposite of entiate themselves through their intimate connec- enterprise software.” tion with college students. They reach out to them through social media, promotions, and events. They SIZE aim to create a distinct community for their users. An 8-person team OFFERINGS Free collaboration software, paid premium service for larger companies4 6
  6. 6. SITUATIONAL ANALYSISMARKETA N A LY S I S The collaborative software market is expected to grow to nearly $20 billion by 2015. With a projected growth of 10.4%, the industry continues to grow since its inception in the early 1990s. Because the barriers to entry into the market are so low, there is a long list of companies that provide collaboration services. The market leaders tend to be outside the direct competition of Wiggio, as they are larger, long established companies such as IBM and Microsoft. Collaboration software is internet based and trends tend to focus around the latest means of connecting. Wheth- er it’s adding a video chatting feature, or allowing users to upload documents to a cloud, collaboration software is all about enabling the latest technological capabilities. According to a 2010 survey conducted by MarketsandMarkets, 55% of CIOs planned to invest in collaboration and social networking to increase their company’s competitiveness. 5 7
  7. 7. BASECAMP Key Benefits They Position Themselves Around • “Trusted by millions, Basecamp is the leading web- based project management and collaboration tool. To-dos, files, messages, schedules, and milestones.” • Encompasses all aspects of collaborative software SITUATIONAL ANALYSIS and is the best at what they do COMPETITIVE Current and Future Success Factors A N A LY S I S • Integration with 37signals’ Campfire software (e.g online chat service) • “97% of customers recommend basecamp” • Many customer testimonials on website from people at established companies (e.g. Happy Cog, Etsy) • Has expanded to users in 180 countries • 2012 complete website redesign: Modern, sleek look Strengths • Already established company (37signals) • Very organized website that really sells the product • Many interactive features (e.g. desktop add-ons) • Large Twitter following (over 76,000 followers) • Available in 15 different languages Weaknesses • More business oriented • No free options- priced by number of groups (10 Projects= 3GB, $20/month Unlimited Storage= 100GB $150/month) • No Facebook presence for specific product, only for company: Reaching an older demographic6 8
  8. 8. FACEBOOK GROUPS GOOGLE DOCSKey Benefits They Position Themselves Key Benefits They Position ThemselvesAround Around• “Create a private space” • “Create and share your work online and access• A Better alternative for communication and sharing your documents from anywhere.” in groups than the public Facebook wall • Accessibility and varietyCurrent and Future Success Factors Current and Future Success Factors• Expansion of group features (to include group chat, • Ability to create and collaborate on a variety of group files and docs) platforms: Documents, spreadsheets, presenta• Recent launch of ‘School Groups’ tions, drawings, forms, tables• Group pages layout redesign • Launch of Google Drive: “Open over 30 file types• Recent launch of ‘School Groups’ with many right in your browser—including HD video, Adobe categories and sub divisions to easily find and post Illustrator and Photoshop—even if you don’t have information (e.g. Internships within the Class of the program installed on your computer.” 2012) • Large file sharing: “Keep everything, share anything”Strengths• Already 800 million Facebook users and counting Strengths• New feature launches are advertised directly in the • Already integrated with Google software; Over 350 layout of Facebook to make it easy and alluring for million active Gmail Users users to join groups • Documents can be exported to Microsoft Word or PowerpointWeaknesses • Very simple and quick to set up documents• Groups do not expand past sharing links, videos, • Available in 53 different languages and photos: There is no phone integration or virtual group meetings capabilities Weaknesses• Many users are weary to share their information in • Formatting does not translate to Keynote, Word groups because of Facebook’s privacy policy and etc. when downloaded think it is not truly private: It is seen as more of a • Becoming more exclusive to Google web browsers strictly social platform rather than for academic or (Chrome) business use 7 9
  9. 9. PROBLEMS+ OPPORTUNITIES PROBLEMS OPPORTUNITIES Software functionality issues • • Range of other tools that can be highlighted Lack of softwares that competitors have • • Reach out to target that currently isn’t being Little promotion of range of tools • addressed but that merges with their current Other than “working in groups” tools • target; start-ups User retention • • Located in a city with over 250,000 college students • Unique and youthful personality8 10
  10. 10. • 80% of users are college students• Ages 18-22, no specific demographic data• These students tend to be concentrated at certain schoolsHow do they think about the product?• Many are unaware of the brand CONSUMER• Because of alternate services that offer similar benefits (though possibly not all together), consumers may not appreciate the comprehensive benefits Wiggio offers INSIGHTSHow do they feel about the product?• The product category of collaborative software is seldom thought of unless needed• Though Wiggio offers an extensive, free service, many consumers would VALUES, BELIEFS, AND MOTIVATIONS likely stay with brands and services they are OF THE TARGET AUDIENCE more familiar with• Wiggio aims to have a fun, edgy brand personal- College students value brands that are going to ity but it may not be clear to take care of them. They are extremely loyal to their consumers. brands, and want to associate themselves with brands that match their personality. They trustHow do they use the product? their friends and reference groups in what they use• Consumers use Wiggio to effectively work with for products, so word-of-mouth is very effective in groups and share files getting them to try something new.• It is especially useful for those with multiple groups/organizations/teams to keep track of• There is a paid service for larger groups and organizations• Many users use Wiggio only once for one project then cease use of the service 9 11
  11. 11. The current primary target audience is college students. They comprise 80% of Wiggio’s users, and the company hopes to gain more through this campaign. Some of their basic characteristics are: TA R G E T • • Ages 18-24 Belong to a variety of groups: AUDIENCE • Sports • Organizations • Greek life • Friends • Hobbies • Trips • Strong word-of-mouth capabilities • Strong reference groups They are, in short, Our new target, while still college students, are a outrageously busy people. very specific breed of driven adolescents and young adults for whom it is imperative to be well-organized. They are extremely involved community leaders with multiple classes, but their collaborative lives don’t stop there. They also take part in numerous activities, internships, jobs, and thus, have heaps of responsibilities.10 12
  12. 12. HI, I’M VERONICA • 20 years-old • Double Major • Writing, Literature, & PublishingTA R G E T • Marketing Communications • Minor in Sociology • Overloading coursesPROFILES • VP of Asian Cultural Club • Editorial Team for Gauge Magazine • Five jobs • Student Admissions Representative • Diversity Team for Multicultural Recruitment • Stylist at Club Monaco • Marketing Intern for SunGard Financial Systems • Events Team of amm Communications “Because there’s no sufficient online platform for me to organize my life with, the most reli- able thing is unfortunately paper. Otherwise, I have to use ten different applications to manage to-do lists, schedules and calendars, contacts, stickies, etc. PLUS the websites I need to work with groups. I have a problem, and I believe Wiggio can be the solution.” 11 13
  13. 13. HI, I’M ELENA HI, I’M CODY • 21 years-old • 20 years-old • Marketing Communications Major • Marketing Communications Major • Publishing Minor and Business Minor • Recent college graduate • Recent college graduate • Enrolled in summer class while • Taking summer classes simultaneously planning a move to New • Design intern for Global Agency York which requires travel back and forth • Starting freelance design work • Going to start a new job in communications • Needs to reply to many e-mails, plan events and stay organized “Because there’s no sufficient online platform for me to organize my life “Because there’s no sufficient online with, I’ve stuck with physical planners platform for me to organize my life and countless scattered USB drives to with, I use a combination of notes and keep together my schedule and files. alert reminders on my iPhone, stickies I keep hundreds of design files on my on my computer desktop, a calendar computer, and I’m always working on on my computer, and physical post it things in different places and transfer- notes. And, sometimes, I even write ring files. I’ve lost multiple USB drives notes on my hand. It would be great if meaning losing the newest versions all of my tasks, calendars, and to-dos of my various projects and having to for both myself and with others were start over. I wish I had a platform to integrated and I could find them all in store and share my files with the right the same place.” people, while keeping me organized in my busy life.”12 14
  14. 14. Rather than focusing solely on the group as a whole, Wiggio will cater to theC A M PA I G N individuals who make up the group. It will be one site for all organizational purposes, collaborative and not, and thisTHEME is what will make it unique. WIGGIO IS THE ONLY COLLABORATIVE PLATFORM THAT FOCUSES ON THE U IN GROUPS. 13 15
  15. 15. BRANDING To increase user recall, we will create an interface unlike our competitors to define the brand in the consumer’s mind. We will create and partici- pate in events that directly interact with our target, giving them front row seats to our brand. Additional- ly, we will encourage feedback from our users to cre- ate better loyalty and recognition practices within our target. We will attempt to increase engagement with Wiggio is currently percieved as “just another users through social media, intending to increase an website” by their target audience. Because they understanding of what the brand stands for. position themselves as being the most efficient place to accomplish group work, “group” is what their To realign what users associate the brand target sees, and therefore how they categorize the with, we will redirect the brand personality. The brand brand in their mind. However Wiggio has many more personality is currently fun, youthful and new, tools that can be used for personal organization. The however we want to add new a level of professional- rebranding of Wiggio to focus on these tools will help ism and a sense of commitment to our users. We build brand equity and reposition the brand in the want to move the brand association away from “fun” consumers mind. and towards “cheeky”. We will build brand equity by adding features that our competitors have to level the playing field, including: presentation software and a more effective mobile app. In addition, we will redesign and freshen the interface to create a more appealing user experi- ence. The new interface will highlight tools that are currently on the back burner.14 16
  16. 16. EMOTIONAL BENEFITS Everything needed to organize a college student or profession- als’ life is on Wiggio’s first login: there is the personal section which includes calendar, to do list, contacts, etc and then there is the group section which includes all the tools needed to best collaborate with group members including collabora- tive document and presentation software, unlimited space for uploads, video conference software, voicemail capabilities, and more. SELF-EXPRESSIVE BENEFITS They appreciate the unique organizational tools that Wiggio offers: They’re taking part in a new trend of collaboration software that moves away from the traditional platforms like Google DocsBRAND LOYALTY• By creating an interface that includes all of user’s online needs, Wiggio will slowly grow dependence and loyalty among users• Users will become familiar and emotionally attached to a program that they use on a daily basis, which will retain more first time users• Listening to feedback and user experience and updating/adjusting Wiggio’s offerings to fit the user’s needs 15 17
  17. 17. COMPANY VALUES + ASPIRATIONS Wiggio’s values are providing a fun, easy and free experience to users who want to work in groups or manage their personal lives. Wiggio aspires to BRAND become the go-to collaboration platform for college student and start-ups. ESSENCE THE BRAND MINDSET The brand mindset is young, cheeky, accessible, and provides benefits that will turn users into loyalists. THE ESSENCE OF THE BRAND The essence of the brand is the idea that “it’s all here”... Everything a user needs to collaborate with groups and to coordinate their life is on Wiggio. BENEFITS NECESSARY TO CONNECT WITH TARGET Functional Attributes • Usable tools (video chat) • Presentation software • All tools they currently possess Emotional Attributes • Section for personal organization • Sense that everything can be done on Wiggio16 18
  18. 18. Wiggio will become a platform that promotes person-al productivity. On a new interface which integratesall productivity tools (e.g., to-do/task list, calendar,contacts, scheduling/planner), a person will log in toWiggio to find two bubbles: “U” and “groUps,” for POSITIONING S T R AT E G Yexample.The “U” section will include all of the productivitytools mentioned above, and “groUps” would have,for example, “Model UN,” “Sigma Chi,” “Newspa-per,” “MT475.” Within those, there would be projectsto which other users would have access - “multi-mind management,” if you will. This provides a OTHER STRATEGICreason to use Wiggio outside of group work, and CAMPAIGN ASPECTSespecially outside of classes or single projects. • Partnering with a like-minded organizationUser loyalty within academic projects will ideally lead • Build out company blog (write about more thanto user loyalty for all collaborative work. Furthermore, just Wiggio)if all sources of organization are placed in one site, • Build awareness / “short list” factorit could easily become a necessity. This results in • Strengthen outreach to current users throughthe sentiment, “What would I do without Wiggio?,” pertinent events and social mediawhich means people would continue using it after • Add trial offering for premium serviceschool, bringing it into a professional atmosphere, for • Create interface that highlights personal workexample at internships or when they build start-up versus group workbusiness. 17 19
  19. 19. MARKETING OBJECTIVES With the increasing number of collaborative software companies today, Wiggio needs to really differentiate itself from its competitors. Currently, Wiggio markets itself as an all-inclusive place to work in groups. C A M PA I G N In order to keep this accurate and up-to-date, the company has a great opportunity to add up-to-date OBJECTIVES features that are offered elsewhere. Adding an in-site presentation feature will allow Wiggio to convert Google Doc users into Wiggio users. Wiggio has a great opportunity to gain more revenue from their premium paid service. Currently, there is little to no information about the premium service other than the option to request more information. By focusing more of its marketing efforts in this premium service, Wiggio will gain more users as well as more revenue. COMMUNICATION OBJECTIVES Our communication objectives consist of engag- ing current users through social media and events, increasing word-of-mouth communications and inte- grating public relations into the business strategy. CORPORATE OBJECTIVES Our corporate objectives consist of gaining new us- ers, retaining first time users, and increasing revenue from premium service.18 20
  20. 20. WIGGIO FOR YOUThe new interface will place an emphasis on the I N T E R FA C Eindividual user by providing a welcome screenand a “You” section for personal file storage andorganization. These are capabilities Wiggio already REDESIGNpossesses, but a simple layout change will createa more functional, less stressful, and moreindividual platform. There will be a seperate“Groups” section for all the collaboration toolsoffered by Wiggio. The interface will be clean,modern, and professional while the colors will keepit light and fun.LAUNCH• Launch right before finals, at the end of the campaign• Launch with the internal mantra “We focus on the U in groUps”• Guerilla campaign leading up to launch through social media and fliers 19 21
  21. 21. 20 22
  22. 22. A new mobile app will follow a similar functionality and design to keep Wiggio consistent across various platforms. 21 23
  23. 23. TACTICS :: ORIENTATION EVENTS STUDENT O R G FA I R S During the first month of the 2012 back-to-school season, Wiggio will have a presence at student organization fairs at college campuses around Boston, advertising their services as well as their booth at CollegeFest. Wiggio will distribute To-Do lists advertising their presence at CollegeFest as well as give out promotional pins. This is an easy way to get the Wiggio brand recognized: The buttons will famil- iarize the target with their logo and create a posi- tive association with simplicity. The to-do lists will represent Wiggio’s functional values. DATES • Emerson College, September 5th, 2012 • Boston College, September 7th, 201222
  24. 24. TACTICS :: ORIENTATION EVENTS COLLEGE FESTCollegeFest is a yearly event attracting more than15,000 college students, occuring on the 22nd and23rd of September in 2012.This year, Wiggio’s booth will have three points ofattraction, which will lead to on-the-spot sign-ups:• Demonstration stations, which will have Wiggio representatives highlighting Wiggio’s most useful personal organizational productivity tools• Signage for Wiggio-sponsored $500 scavenger hunt prize for new college freshmen• Photobooth, where digial photos printed with the Wiggio Logo will be printed for students to keep, as well as upload to Wiggio’s Pintrest and Facebook• Goal of singing up 5% of attendees (about 750 students) 23
  25. 25. TACTICS S C AV E N G E R HUNT • Boston-wide scavenger hunt for new freshman • Goal of the hunt: go to @BostonTweet’s top 10 “Coolest Boston Hangouts” • Take a photo with your group. When you’ve reached all 10 destinations, upload the photos to Wiggio’s wall • $500 Grand Prize for winning group • Positioned as a way to get to know your group of new friends and a new city • Promote at Collegefest: Students can sign up on the spot for details24
  26. 26. TACTICSBACK-TO-SCHOOL BASH We plan on having our new interface launch in De- cember, just in time for finals. If people were too busy to get to know a new platform during that time, or if they’re interested in catching up with their friends, they can stop by our Back to School productivity bash in January. It will be similar to the end-of-the-year Stress Buster, but wil be more focused on introducing the new interface, and suggesting tips for being productive during the coming semester. 25
  27. 27. TACTICS E 3 PA R T N E R S H I P In order to target college students in the most effective way, we suggest that Wiggio find groups of students who will be most likely to continue using Wiggio after they graduate: Young entre- preneurs. Many colleges in the Boston area have programs for students who are passionate about starting their own business right out of college. We propose that Wiggio partner with these types of programs, such as Emerson College’s E3 Expo held in April. By offering a free premium service to the winner of the competition, Wiggio will get their name out to students who are going to need their The 2012 E3 Winners, Matt Lowe and Nadav Shwartz, services as they are working on their startups. with merchandise from their Quidditch apparel This is a great transition between college and the company, Quiyk. Wiggio could help them expand their professional world. start-up and get them where they want to be.26
  28. 28. CONTENT SUGGESTIONS• Highlight unique groups, organizations, or other startups TACTICS BLOG • Emerson Quidditch Team • Harvard University Class Clowns• Research and share opinions on current news in the tech world • Amazon’s announcement that they are BETTER producing their own TV shows for their instant video service THOUGHT LEADERSHIP• Feature the new U in Groups campaign Blogs are a great tool for gaining and retaining users and readers. We are proposing that Wiggio• Suggest group study areas for when libraries are move its blog in a different direction in order to closed get more people reading and responding to posts. Currently, Wiggio uses their blog mainly to talk• Feature productivity tips for college students about what is going on in their company internally. This is great as an outlet for telling people about• Have guest bloggers every so often to change the new and exciting news. However, there are only perspective so many opportunities to share news that is dif- ferent enough to keep readers interested. Blogs• Engage readers and encourage comments by don’t need to focus solely on content directly asking questions at the end of each blog post relevant to their website to be legitimate. Vary- • “What do you think?” ing content will keep readers interested. To have • “What’s your favorite study spot?” a successful blog, we propose that Wiggio take their blog in a completely new direction. 27
  29. 29. B U D G E T: $ 5 1 0 028
  30. 30. C A M PA I G N TIMELINE 29
  31. 31. • Monitor social media outlets, with more focus on blog. How many new followers are there? Are there increased comments? Are there increased tweets CONTROL+ and likes of postings? E VA L U AT I O N • Monitor user sign-ups surrounding each event • Monitor user retainment (are users continuing to use Wiggio after their first interaction?) • Monitor use of personal features versus group features: Is new interface enhancing use of these tools? • Monitor social media chatter surrounding specific events • Goal of signing up 5% of Collegefest students (around 750 students) • Develop one-time pop-up user survey for website to gauge effectiveness of: New user interface, new tools (presentation software, more effective mobile app, etc. if launched), Wiggio use in general30
  32. 32. THE FUTURE: ROI With the advent of collaborative softwareemerging today, Wiggio has a lot of great opportu-nities for growth. However, it is unrealistic for all ofthese to be completed within the next year to theirfullest potential. C A M PA I G N The premium service is a great way to gainrevenue. Currently, however, there is little to noinformation about the service, steering groups andbusinesses away from even inquiring about it.Tactics to be carried out in the future are as follows: EXTENSION• Improve premium service and create a marketing campaign centered around it • Focus on improving this service so it is more ADDITIONAL TARGET: START-UPS streamlined, and make information about its We saw the opportunity to capitalize on a target benefits more accessible that falls after the college target, but before a large• Create a promotional video explaining how the business target: Start-ups. These are groups that are premium service differs from the free service most typically out of college, but have not reached• Transition start-ups from a secondary target to a the “established business” phase. They work in tight new main target groups where everyone performs many tasks and everyone is involved in each process. CollaborationBy focusing more energy on marketing to startups, software is their friend, and Wiggio can be theWiggio has a better chance of gaining and retain- application that caters specifically to this audience.ing their users. Partnering with a company such Some of the characteristics of this audience are:as MassChallenge will give Wiggio access and • Usually 3-5 years out of collegeexposure to many start-ups who could benefit from • Entrepreneurstheir services. We should take advantage of the fact • Motivatedthat Wiggio is a start-up and position a campaign • Strong reference groupsaround this: “For start-ups by a start-up”. • Strong community builders and network users • Need solid, reliable work space to produce quality work 31
  33. 33. WORK CITED PROMOTIONAL CONTACTS Basecamp • • Sharon Duffy: Org Fair at Emerson College: CNET News • sharon_duffy@emerson.edu Facebook • Google Docs • • Karl Baehr: Regarding E3 Sponsorship: IBM • karl_baehr@emerson.edu International Data Corporation • MarketsandMarkets • • Boston College Student Programs Office: PR Log • 617-552-3580 Quora • Toolbox • • BostonTweet: @BostonTweet Wiggio • OUR TEAM Cody Jue ‘12 Elena Tarchi ‘12 Georgia Dixon ‘12 Lee Doran ‘12 Veronica del Rosario ‘12 Advisor Douglas Quintal32
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