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.

Spot Off

394 views

Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Spot Off

  1. 1. Spot Off
  2. 2. Challenge <ul><li>Challenge 1 Develop a new media strategy combining mobile mobilization (SMS or mobile content aspects like ringtones) & SEM for www.acne.org with the objective to get 800 new financial supporters in three months. </li></ul>
  3. 3. Objective <ul><li>Secure 800 monthly donors @ 10 $ a month in three months </li></ul><ul><ul><li>Secure 80.000 mobilized spotty teenagers </li></ul></ul><ul><ul><li>Convert 1% into monthly donors via SMS and e-mail </li></ul></ul>
  4. 4. Target audience <ul><li>Primary target group 12-18 years </li></ul><ul><li>Secondary their parents </li></ul>
  5. 5. From trysumer … <ul><li>Trysumerism </li></ul><ul><ul><li>Promote </li></ul></ul><ul><ul><ul><li>SEM video on Youtube and banners </li></ul></ul></ul><ul><ul><ul><li>Bidi widget on toilet cubicle door and in teen magazines </li></ul></ul></ul><ul><ul><ul><li>Email list buy </li></ul></ul></ul><ul><ul><ul><li>Mobile number list buy </li></ul></ul></ul><ul><ul><li>Engage </li></ul></ul><ul><ul><ul><li>Website </li></ul></ul></ul><ul><ul><li>Free trial </li></ul></ul><ul><ul><ul><li>Promotional coupons </li></ul></ul></ul><ul><ul><ul><li>Teaser: tip of the day ”free for 7 days” on SMS </li></ul></ul></ul>
  6. 6. …to donor <ul><li>Solicitation </li></ul><ul><ul><li>Direct dialogue </li></ul></ul><ul><ul><ul><li>Phase 1 Primary target: </li></ul></ul></ul><ul><ul><ul><ul><li>SMS 1 end of free trial and call for action become a member (this is what you should tell your parents) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>SMS 2 (3 days later) last chance </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Email: personal story of loosing spots…become a member…this is what you should tell your parents </li></ul></ul></ul></ul>Non purchaser purchaser
  7. 7. Non Purchaser <ul><li>Phase 2: Secondary target group…the parents </li></ul><ul><ul><li>E-mail these are the benefits for your child </li></ul></ul><ul><ul><li>Possibly telemarketing </li></ul></ul>
  8. 8. Spot On

×