1	          OUR GOALSRelevant, Interactive, Unique
1	           OUR GOALSBrand awareness + brand loyalty
1	  OUR GOALSIncrease sales
1	    OUR GOALSStronger presence
2	OUR OBJECTIVES            60k
2	OUR OBJECTIVES            100k
2	OUR OBJECTIVES     80%	     2013
2	OUR OBJECTIVES       20%	     2013
2	OUR OBJECTIVES       30%	     2013
ADMISSIONS
?
3	        TARGET AUDIENCEYouth    	   Parents	   Children
CURRICULUM
1	           1	      OUR MISSION            style
1	OUR MISSIONbrand	personality
1	OUR MISSION  campaign	  tone
1	OUR MISSION  localised
2	        OUR VISION   To make Monsters  University the most  engaging academicexperience for monsters
HERE’S WHAT WE SUGGEST
TIMETABLE
1 – 4	             Takeover	 APRIL 	 Know Your Monsters	       The Yearbook	 4 APRIL – Get Your B(oo!)ks On	 END MAY	     ...
THE CAMPUS
ACADEMIC CALENDAR
FIRST SEMESTER
1	                             THE TAKEOVER                                                1-4 	                          ...
2	                       GET YOUR B(OO!)KS ON                                        4 APRIL –                            ...
3	                      KNOW YOUR MONSTERS                                        4 APRIL	                                ...
4	          THE MONSTERS UNIVERSITY YEARBOOK                                          4 APRIL –                           ...
ADS
SECOND SEMESTER
1	           THERE’S A MONSTER IN THE CLOSET                                             1 JUNE –                         ...
2	REGULAR UPDATES
3	                       ASK MIKE AND SULLEY                            1 JUNE –                 30 mins, 2x	             ...
4	                  MONSTERS UNIVERSITY LIFE                                      1 JUNE	                                 ...
FINALS
1	                      FRATERNITY BRANDING                                        1 OCT–	                                ...
2	                         UNIVERSITY FINALS                                        1 OCT–	                               ...
SCHOOL FEES
1	                     COMPETITORS’ PRICING•    Virtual Social Media (by packages)	      o  $500, $1000, $1500 and $3000.	...
2	              PROPOSED CAMPAIGN BUDGETConsultation and Production:	    o  Research, copywriting, design: $2000	    o  De...
GRADING
CAMPAIGN EVALUATION STRATEGY     DATA    SURVEYCONTENT ANALYSIS
1	     DATAData (paid ads)
1	     DATAData (website)
2	     SURVEY40% NPS
2	     SURVEYMore Awareness
2	              SURVEYAttitudes, Opinions & Perceptions
3	         CONTENT ANALYSISAssessing Coverage in Online Media
3	         CONTENT ANALYSISAssessing Coverage in Print Media
3	           CONTENT ANALYSISAssessing Coverage in Broadcast Media
THANK YOUANY QUESTIONS?
Monsters University invades Facebook & Twitter
Monsters University invades Facebook & Twitter
Monsters University invades Facebook & Twitter
Monsters University invades Facebook & Twitter
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Monsters University invades Facebook & Twitter

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A social media marketing campaign for Disney Southeast Asia, as part of a final-year college project.

I worked on the design and structure of the slide deck, which served as an accompaniment to our marketing pitch.

[Note: All copyright belongs to Disney. All icons are from thenounproject.com]

Credits:
Andric Tham
Eunice Toh
Mark Ho
Nicholas Neo

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Monsters University invades Facebook & Twitter

  1. 1. 1 OUR GOALSRelevant, Interactive, Unique
  2. 2. 1 OUR GOALSBrand awareness + brand loyalty
  3. 3. 1 OUR GOALSIncrease sales
  4. 4. 1 OUR GOALSStronger presence
  5. 5. 2 OUR OBJECTIVES 60k
  6. 6. 2 OUR OBJECTIVES 100k
  7. 7. 2 OUR OBJECTIVES 80% 2013
  8. 8. 2 OUR OBJECTIVES 20% 2013
  9. 9. 2 OUR OBJECTIVES 30% 2013
  10. 10. ADMISSIONS
  11. 11. ?
  12. 12. 3 TARGET AUDIENCEYouth Parents Children
  13. 13. CURRICULUM
  14. 14. 1 1 OUR MISSION style
  15. 15. 1 OUR MISSIONbrand personality
  16. 16. 1 OUR MISSION campaign tone
  17. 17. 1 OUR MISSION localised
  18. 18. 2 OUR VISION To make Monsters University the most engaging academicexperience for monsters
  19. 19. HERE’S WHAT WE SUGGEST
  20. 20. TIMETABLE
  21. 21. 1 – 4 Takeover APRIL Know Your Monsters The Yearbook 4 APRIL – Get Your B(oo!)ks On END MAY Monsters U Life 1 JUNE – Monster in the Closet END SEPTEMBER Ask Mike and Sulley Fraternity Building 1 OCTOBER – Finals END DECEMBER
  22. 22. THE CAMPUS
  23. 23. ACADEMIC CALENDAR
  24. 24. FIRST SEMESTER
  25. 25. 1 THE TAKEOVER 1-4 APRIL •  The Disney SEA page will be “taken over” by the Monsters University, and the FB page - from their posts, their pictures, their pro"le pictures - will have a Monster’s theme. •  Capitalise on the tradition of pranking people on April’s Fools Day. •  Revealed that it was a "nal year project for the Southeast Asian branch of MU, and will lead users to the new page.
  26. 26. 2 GET YOUR B(OO!)KS ON 4 APRIL – END MAY •  A series of online quizzes conducted on Facebook in the form of a #ash application that can be accessed on the Facebook page. •  The topic and questions of the quizzes will be based on the di"erent disciplines and subjects already available on the Monster’s University website. •  With the completion of each quiz, the user will gain 5 credits if he/she gets a full score, allowing the user discounts with our cinema partner.
  27. 27. 3 KNOW YOUR MONSTERS 4 APRIL ONWARDS •  In the two months leading up to the movie’s release, we will release a short 200 word biographical pro#le of a new character in the movie weekly. •  It will contain information like their background, their school course, their interests, motivations, and any relevant information to the movie, along with a picture of the character.
  28. 28. 4 THE MONSTERS UNIVERSITY YEARBOOK 4 APRIL – END MAY •  Fans will be invited to post pictures of themselves with their friends. •  The fan should also ‘tag’ the people in the picture. •  The entry with the most number of likes will get free tickets to Monsters University, with the number of tickets one can win equal to the number of faces tagged in the photo. •  To vote for their friends, users will have to like the Facebook page.
  29. 29. ADS
  30. 30. SECOND SEMESTER
  31. 31. 1 THERE’S A MONSTER IN THE CLOSET 1 JUNE – END SEP •  20 stickers of “monsters” will be placed at various iconic locations in Southeast Asia, such as the Esplanade and the KL twin towers. •  Users will have to go down to these locations, and check in at the locations with a picture on facebook to get the free merchandise. •  Completing the 20 stickers will help to complete a “module”. The completion of 5 modules will result in the unlocking of exclusive content like scenes and trailers.
  32. 32. 2 REGULAR UPDATES
  33. 33. 3 ASK MIKE AND SULLEY 1 JUNE – 30 mins, 2x END SEP per week •  Allocate a particular timing for our followers to ask informal questions on twitter to two of the main characters, Mike and Sulley. •  The Q & A session will be in the format of a live talk, where followers can tweet and ask the characters funny questions about life in Monster’s University. •  Users will have to use the hashtag #MonstersUniversity, and hashtag the character’s name (#Mike or #Sulley).
  34. 34. 4 MONSTERS UNIVERSITY LIFE 1 JUNE ONWARDS •  Apart from the activities, we will also post regular casual and informal updates about life in Monster’s University, through the use of pictures, questions, and links.
  35. 35. FINALS
  36. 36. 1 FRATERNITY BRANDING 1 OCT– END DEC •  For this sweepstakes activity, slips of papers containing the logo of the fraternities from the movie will be packaged in Monsters’ Inc DVDs in Southeast Asia. •  Each slip will be branded with a particular number code, and to participate, users will have to take a creative photo of the hashtag #monstersuniversity and post it on Twitter. •  We will choose one winner from each “fraternity”, who will win discount vouchers at their local Disney stores and movie premiums.
  37. 37. 2 UNIVERSITY FINALS 1 OCT– END DEC •  We will post an online picture of an “exam paper” on FB. The paper will have questions that are about the Monster’s universe. •  There will be a time limit for this competition like a real exam, which would end in a day. 10 questions, requiring 1000 people to get the correct answer for each question in order for the activity to progress. •  Once the quota is met, users will get exclusive content like behind the scenes and deleted scenes footage from the movies.
  38. 38. SCHOOL FEES
  39. 39. 1 COMPETITORS’ PRICING•  Virtual Social Media (by packages) o  $500, $1000, $1500 and $3000. o  O$ers optimization activities for Facebook, Twitter, and on Linkedin. •  Ker Communications o  Price varies, by ballpark only o  Facebook page: $400, Youtube Channel: $250, Twitter: $200. •  Content Factory o  Twitter page + maintenance for a month: $1000-$2500 Facebook page + maintenance for a month: $4500 minimum o  Social media strategy: $4000-7000 a month for consultation o  $5k/mth plan
  40. 40. 2 PROPOSED CAMPAIGN BUDGETConsultation and Production: o  Research, copywriting, design: $2000 o  Development: $5000 o  Execution and maintenance: $5,000 o  Post-campaign maintenance: $500/month Variable Costs: o  Paid advertisements: $1,000 (CPM) o  Manpower: $20/hr TOTAL ESTIMATED COST: $14,300
  41. 41. GRADING
  42. 42. CAMPAIGN EVALUATION STRATEGY DATA SURVEYCONTENT ANALYSIS
  43. 43. 1 DATAData (paid ads)
  44. 44. 1 DATAData (website)
  45. 45. 2 SURVEY40% NPS
  46. 46. 2 SURVEYMore Awareness
  47. 47. 2 SURVEYAttitudes, Opinions & Perceptions
  48. 48. 3 CONTENT ANALYSISAssessing Coverage in Online Media
  49. 49. 3 CONTENT ANALYSISAssessing Coverage in Print Media
  50. 50. 3 CONTENT ANALYSISAssessing Coverage in Broadcast Media
  51. 51. THANK YOUANY QUESTIONS?

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