Marketing problem -- Image and awarenessGap between self-image and perceptions. There is a major segment of the US who would be interested in AJE, liberal educated global
Address Negatives and highlight positives.
-These next two tactics deviate a bit from AJE’s former strategy. -They’re big, bold and build mass awareness.-We want to put up posters and billboards around urban cities, maybe with an emphasis on public transport to focus on the target audience.-The goal here is to spark some curiosity about AJE, and we’ll do this by focusing the logo not the name. -We all thought the logo was one of the best brand assets, something very unique to AJE and definitely something to leverage.Included will be a short tagline that only hints at the nature of the product, but conveys some of the aforementioned competitive advantages. -In small print, we’ll include a link to DemandAJE.com, to reinforce current efforts, and a QR code that takes smartphone owners to a short video introducing them to AJE. -Not everyone understands how to scan codes, so we’d want to include the name of an app that users can download.
-Here are a couple examples. -Flowing South to North, conveys AJE’s mission of bringing a voice to the voiceless. -You’ll notice the logo prominently displayed, and the QR code in the corner that takes you to AJE’s website. -It actually works, you can try it.
-Here we play up AJE’s lack of political affiliation, and sort of take a shot at the competition with, Demand the Facts.
-In this one we focus on AJE’s mission of providing multiple perspectives for every story.
--Our final suggestion deals with getting people to actively understand AJE. -We want to set up shop with a mobile broadcast booth in the middle of high traffic areas in our cities.
-What I mean by a booth, is similar to how ESPN sets up their broadcasts from sporting events.
.-We want this going on in multiple locations at once, making it a sort of city wide event.-AJE reporters would be broadcasting about AJE, and its entry into the market. -This would be an incredibly creative way to convey what AJE can offer, but it needs to be engaging.-We want reporters interviewing passerbys on their current knowledge or perceptions of AJE. Positive or negative, we want to address the concerns head on.
Al Jazeera English Recommendations
Al Jazeera EnglishDavid BenBassett, RamyaTallapragada, Sonaly Patel, Alex Wang, Deirdre Farrell, Rob Ginsberg