Write invites 2 external


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Write invites 2 external

  1. 1. Write & Invite Program Overview
  2. 2. Write & Invite Introduction <ul><li>Ask Irish consumers to write & invite overseas relatives and friends to visit Ireland </li></ul><ul><li>Program involves </li></ul><ul><ul><li>Competition to select best invite letters </li></ul></ul><ul><ul><li>Core Facebook Mechanic </li></ul></ul><ul><ul><li>Promotion on the island of Ireland </li></ul></ul><ul><ul><li>EDM campaign targeting our CEM database </li></ul></ul>
  3. 3. Competition <ul><li>Run consumer competition with media partners North and South to select 10 best letters </li></ul><ul><li>Use high profile authors eg Maeve Binchy to launch or judge the entries </li></ul><ul><li>Adapt the letters for use as templates within Facebook and for use as EDM to our 2m data base of e mail addresses </li></ul>
  4. 4. Core Facebook Mechanic <ul><li>Facebook (FB) now has 1.5 million Irish members </li></ul><ul><li>We build a Facebook app that: </li></ul><ul><ul><li>Creates a customised letter for friends/ relatives </li></ul></ul><ul><ul><li>Allows the user to send invitations to some or all of their FB friends </li></ul></ul><ul><ul><ul><li>Will also allow sending invitations out via email </li></ul></ul></ul><ul><ul><li>Users will have a choice of letter styles, text and industry offers to include alongside their message </li></ul></ul><ul><li>Mechanic </li></ul><ul><ul><li>In FB the user finds the app, ‘likes’ it, customises the letter and is offered their overseas friends to invites </li></ul></ul><ul><ul><li>User is also offered their Irish friends to encourage them to write & invite </li></ul></ul><ul><ul><li>The app will keep a running count of letters sent & periodically update the community of writers </li></ul></ul>
  5. 5. What's the Motivation? <ul><li>Competition will have generated interest in the initiative </li></ul><ul><li>Potential to tap into national pride by becoming virtual ambassadors for the island of Ireland </li></ul><ul><li>Leverages the power of word of mouth and harnesses the global reach of Facebook </li></ul><ul><li>For every letter forwarded the sender is automatically entered into a free draw for 10 luxury holidays in Ireland. </li></ul><ul><li>Facebook will show a running tally of the number of invites being sent by the people of Ireland to their friends around the world. </li></ul>
  6. 6. Domestic Promotion <ul><li>Facebook Advertising </li></ul><ul><ul><li>Targeting ALL Irish FB members </li></ul></ul><ul><li>Facebook ‘earned’ media </li></ul><ul><ul><li>Posts to the walls of writers </li></ul></ul><ul><li>PR </li></ul><ul><ul><li>Targeting all major media channels </li></ul></ul><ul><ul><li>Celebrity endorsement </li></ul></ul><ul><li>Other Advertising </li></ul><ul><ul><li>Driving traffic to Facebook to encourage participation </li></ul></ul>
  7. 7. Steps <ul><li>Flesh out & operationalise campaign idea </li></ul><ul><li>Specification for app, tender for app developer </li></ul><ul><ul><li>Identify a copywriter </li></ul></ul><ul><li>Source appropriate offers for inclusion </li></ul><ul><li>Plan & develop island of Ireland promotion </li></ul><ul><ul><li>Brief for FB ad campaign & develop creative, launch </li></ul></ul><ul><ul><li>Brief for non-FB campaign & develop creative, launch </li></ul></ul><ul><ul><li>Brief for PR & plan for media coverage </li></ul></ul><ul><li>Develop EDM mailer for CEM database </li></ul>
  8. 8. What is success? Population Conversion Outcome 1.5m FB members 3% 45k writers 45k writers 4 letters each 180,000 letters 180,000 recipients 5% forwarding c. 9k additional letters 2m on CEM database EDM offers mailer ?