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Spot Off


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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 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