Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime. Advertising Campaign (Spring 2010)

Advertising campaign that my group members and I put together for UCLA Extension, Spring 2010.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all
  • Be the first to comment Advertising Campaign (Spring 2010)

  1. 1.
  2. 2. Agenda<br />Introduction<br />Market Analysis<br />Media (Objectives, Strategies, Tactics)<br />Budget<br />Media Mix<br />Creative (Objectives, Strategies, Tactics)<br />Positioning<br />Integration<br />Campaign Analysis Plan<br />
  3. 3. What is Meetup?<br />The world’s largest network of local groups<br />Mission: to build genuine community & help people self organize to find solutions to all types of problems<br />Slogan: “Real Groups Make a Real Difference.”<br />
  4. 4. Meetup Helps People…<br />Find others in their area who share theirinterests<br />Learn, teach, and share things<br />Make friends and have fun<br />Rise up, stand up, unite, and make a difference<br />Be a part of something bigger—both locally and globally<br />
  5. 5.
  6. 6.
  7. 7. Situation Analysis<br />Founded in 2009<br />Statistics:<br />
  8. 8. SWOT Analysis<br />
  9. 9. Direct Competitors<br />“…to make new friends through a local social network without the pretense of establishing business connections.”<br />
  10. 10. Direct Competitors<br />“Bringing People Together at Meetings & Events”<br />
  11. 11. Indirect Competitors<br />Other social/professional networking websites<br />Facebook, MySpace<br />LinkedIn<br />Dating websites<br />OkCupid<br />eHarmony<br /><br />Location-based social networking<br />Foursquare<br />
  12. 12. Market<br />Demographics: Gen Y (80 million in U.S.)<br />Psychographics (traits):<br />Confident<br />Well-educated<br />Self-sufficient<br />Tolerant<br />Team builders<br />Socially/politically conscious<br />Work to make a difference<br />Communicate via Internet/Mobile phones<br />
  13. 13. Market<br />VALs: Innovators<br />Successful, sophisticated, take-charge people with high self esteem<br />Change leaders and most receptive to new ideas and technologies<br />Very active consumers and purchases reflect cultivated tastes for upscale, niche products and services<br />Are among the established and emerging leaders in business and government and continue to seek challenge<br />
  14. 14.
  15. 15. Geography (Large Metro Areas) <br />Los Angeles-Long Beach, Ca<br />New York, NY<br />SF Bay Area, Ca<br />Chicago, IL <br />Philadelphia, PA<br />Washington DC-MD-VA-WV<br />Houston, TX<br />Atlanta, GA<br />Dallas, TX<br />Boston, MA-NH<br />Miami, FL <br />
  16. 16. Media Objectives<br />Increase awareness of Meetup<br />Increase # of users <br />by ½ million over the next year<br />Achieve 25 million impressions<br />Assuming response rate of 2%<br />Budget: $1 million<br />
  17. 17. Media Budget<br />
  18. 18. Media Budget: Print<br />Total Impressions: 11,033,540<br />
  19. 19. Media Budget: Internet<br />
  20. 20. Media Flowchart<br />Total Impressions: Approximately 36 million<br />
  21. 21. Media Mix<br />Strategy: Target young professionals, mostly in major metropolitan areas, using print and Internet<br />Tactics – mix of traditional & non-traditional mediums <br />Print (Newsweek, Inc., Entrepreneur)<br />Internet (CPM, CPC, Google & Content Networks)<br />Media Calendar<br />Advertising runs from January 1, 2011 - December 31, 2011<br />
  22. 22. Creative Objectives<br />Positioning: To position as the social network that helps people both network and socialize. In real life. <br />
  23. 23. Creative Strategy<br />Strategy: Use competitive advertising to differentiate from competitors. Emphasize the following benefits: social, professional growth, personal growth, potential to change the world. <br />Tagline: “It’s time to mix business and pleasure. For some real face time,”<br />
  24. 24. Creative Presentation: Print Ad<br />
  25. 25. Internet Text Ads<br />“It’s time to mix business and pleasure on”<br />“ Where work meets fun. ”<br />“Network. Socialize. Change the world.<br />On”<br />
  26. 26. Internet Banner Ad: Sample<br />
  27. 27. Campaign Analysis Plan<br />Measure # of new user at end of campaign<br />Pre and Post-campaign survey targeting a sample of the market (to gauge awareness)<br />Track click-through-rate and conversions from Internet banner and text ads<br />
  28. 28. Questions?<br />

    Be the first to comment

    Login to see the comments

  • mclariana1

    Mar. 1, 2011
  • nickchen11

    Jan. 19, 2012
  • MasahitoOkunishi

    Jun. 23, 2016
  • ImmaValls

    Mar. 25, 2018
  • MichaelDelali1

    Mar. 10, 2020

Advertising campaign that my group members and I put together for UCLA Extension, Spring 2010.


Total views


On Slideshare


From embeds


Number of embeds