1. Vanilla
Ice
MK 618
Group ONE

2. Table of Content
TARGET AUDIENCE
POSITIONING
STATEMENT
Vanilla
Ice
OBJECTIVES
BUDGET
TIMELINE
IMC PLAN

3. Target Audience
Meet Susan and Steve

4. Target Audience
Meet Susan and Steve

5. We are not JUST another free
online collaboration tool,
we are your
partners
and we are there for you, every
time, all the time…

6. BRAND NAME
BY CARBONITE.

7. Positioning Statement
Convene is a cloud based collaboration tool that
makes connecting anywhere at any time easy for
small teams.

8. IMC PLAN

9. Objective
Effective collaboration Efficient
Easy
Time Saving Connected High achiever
Visit our homepage (500k)
Download and use Convene (325K)
WOM about VI

10. July
Aug
Sep
Oct
Nov
SEO
Keywords:
Cloud Computing Collaboration
Online Project Management
Cloud Collaboration Software
Cloud Collaboration
Free Online Collaboration Software
Free Collaboration Software
Team Collaboration Tool
100%
100%
50%
50%
50%
40%
25%
Dec

11. July
Aug
Sep
Oct
Nov
Dec
Online Project Collaboration
Cloud Project Management
Cloud Collaboration Software

12. July
SEO
Aug
Sep
Oct
Nov
Dec

13. July
Aug
Sep
Oct
Nov
Dec
Social Media
Personal Thank you Letter
# groupwork
Technical Support

14. July
Aug
Sep
Oct
Tutorial clip/Ads on YouTube
Nov
Dec

15. July
Aug
Sep
Oct
Nov
Guerilla Marketing Proposal
week of Convene launch
What?
How?
A larger than life
bathroom stall in a
high traffic area
“Vent your group work
frustrations for free
and anonymously!”
When?
Why ?
Started during lunch
hour through the end
of a typical workday
To provide an outlet for
frustrations with work,
school etc.
Dec

16. July
Aug
Sep
Oct
Nov
Dec
Guerilla Marketing Proposal
What do we want from this campaign?
Recognition of
Catch people’s
Eventual
group frustrations
attention in an
sign up for
unconventional way
Convene

17. July
Aug
Trade Show
Sep
Oct
Nov
Dec

18. July
Aug
Trade Show
Sept
Oct
Nov
The Rebus Game
OFF
Dec

19. July
Clue
Guesser
Aug
Clue
Sept
Clue
Oct
The
Rebus
Game
Nov
Clue
Guesser
Dec
Clue
Clue

20. July
Aug
College Fest
Sept
Oct
Nov
Dec

21. July
Aug
Online Event
Convene
Sep
Oct
Nov
Dec

22. WHAT’s Good for Convene?

23. Timeline
July
Aug
SEO
Social Media
Guerilla
Tradeshow
Youtube
Online Event
Launch Aug 13
Sep
Oct
Nov
Dec

24. Budget - 1/3
INITIATIVE
COST
Tradeshow
$
2,492
College Fest
$
9,505
Online (EMCOMM)
$
15,680
Guerilla Marketing
$
1,868
SEO
NIL
YouTube ads*
$
15,000
Total
$
44,545
Reserve
$
5,455
*Allocated budget

25. Budget - 2/3
College Fest 20*20 Stall
Guerilla Marketing
Booth
$9,000
New Toilet
$150
Hr
$480
Stalls
$600
Flyers
$25
Transportation
$100
Posters
$125
Markers**
$42
Giveaways
Stock
Papers*
$51
Free Standing
$285
Total
$9,505
HR
$640
Total
$1,868

26. Budget - 3/3
Online Events
Prize
HR
Total
The first place of subgroup:
$6000
The second place of
subgroup: $2000
Average
$20/hr*8hrs/week*12weeks
*4person
Total
6000
2000
7680
$15,680
Exhibit at trade show
Object
Qty
booth (10X10)
1
Total
Price
Total
$1,699
$1,699
wireless
$99
$99
power drop
$199
$199
flyer(4”x 6”)
500
$50
$50
18X24inch posters
10 sheets at $23
$125
$125
HR
6
Average$15/hr*8hrs
$400(roughly)
Total
$2447/$2457

27. Let’s Convene?