I am accountable for the marketing and data management of the entire project. I also am responsible for the media planning strategy and strategies to bring the most ROI for Twitter. Project consisted of a 24 page full color advertising plans book for Twitter. Sam Koester was responsible for designing page templates, overseeing overall design of book, and overall design fluidity as well as assigning and monitoring other group member's assignments/tasks for the book. Nikki and Brandon helped gather research and provided creative ideas, for the overall look and feel of the plans book. The four of us formed #Advertising (for the purpose of this capstone project).

1. See It. Be It. Tweet It.

2. Table of Contents
1
2
3
4
5
6
77
8
9
10-13
14
15
16
1717
18
19
20
21
Executive Summary
Situation Analysis
Marketing Objectives
Target Audience
Creative
Media
BudgetBudget
Promotions
Evaluation and Summary
Who We Are: #Advertising
Sources
Industry
Competition
SWOT
Research Analysis
Survey Analysis
The Big Idea
Positioning StatementPositioning Statement
Objectives and Strategies
Advertisements
Objectives and Strategies
Media Mix
The Media Map
Timing/Flow Chart

3. 3 Situation Analysis
Strengths:
Weaknesses:
Opportunities:
Unequal Distribution of Tweets
Increased Spam
Low Retention Rate
Most Tweets are Pointless
Slow Growth
Not Profitable/Doesn’t Retain Revenue
Limits Users toLimits Users to Tweet Only 140 Characters
(90% of Tweets from Top 10%)
Rapid Updates Enabled
Strong Brand Image
Popular/Famous Mascot (Twitter Bird)
Real Time Search Function
Free Product
Simple to Use
Easy to Setup an AccountEasy to Setup an Account
Unique from other Social Media
Able to Reach a Large Audience Quickly
New Generartions are Adopting Social Media
Opportunities to Draw Attention to World Issues
Opportunities to Provide Product Placement in Mediums
“Tweet-A-Longs” to TV Shows and News Broadcasts
Help Promote and Encourage the “Inner Reporter”
Opportunities to Search for News When Other Mediums
are Down, Sloare Down, Slow, or Censored
Provide News Footage Kits (Partner with Companies)
GoPro, Drones, Cameras, Microphones, etc.
Tweet from Where You Are

4. 4 Research Analysis

5. After reviewing the research that we gathered, we conducted a
survey of 100 individuals. We interviewed and surveyed both
men and women between the ages of 18-32, along
with a few older individuals to test out our possible
audience.
5
52% of the 100 people
surveyed used Twitter actively

6. 6Marketing Objectives
Twitter’s Current Objectives/Strategies:
Our Marekting Objectives:
Commercial ads meant to be played on cable networks
Print ads meant to be displayed in magazines
Various social media ads such as mobile ads, banner ads,
and pre-roll ads
With our Twitter campaign, we will strive to revolutionize Twitter as a go-to search engine, news source, and tool for
communication. Our campaign is set up to reach as much of our target audience as possible. All the mobile apps and
internet sites that are most popular to people between the ages of 18-29 will feature our ads.
Social networking sites (Promoted tweets)
Email marketing and updating to its users
Blogging
Person-to-person
Twitter’s objective through previous strategies was to market to companies to advertise themselves using promoted
tweets via Twitter, which is how Twitter accumulates its revenue. The objective is to share the company name in order to
bring other companies together to communicate easily between one another. Twitter relies on person-to-person marketing
in order to grow and expand.
Twitter currently does a good job at branding themselves and making themselves easily accessible. However, they are targeting
all over the place. They strive to target businesses and major corporations when they should mainly be targeting the younger
generations. The millennial generation is the biggest users of technology and they make up a majority of the early adopters.generations. The millennial generation is the biggest users of technology and they make up a majority of the early adopters.
This generation is up to date on release dates of all the new updates and new technology. Therefore, it is crucial to
advertise and target the millennial generation.

7. 7Target Audience
Meet Beyonce
Meet Justin
Justin is an 19 year old college freshman who
enjoys skating and reading. He has just
graduated from high school and it is
important for him to keep in touch with his
friends from home. He trusts Twitter to keep
him updated on his friends and to stay
connected with them. He also loves to postconnected with them. He also loves to post
his skate videos on Twitter to share with his friends.
Meet Jennifer
Meet Nick
Meet John/Jane
John/Jane are in there 20s, and may
have graduated college or have some
education. They are both very
passionate about the current issues of
the world that are harming their local region. John/Jane often
participate in parades and protests for Human Rights, Marriage
EqualitEquality, Democracy, etc. They use social media to help spread
the word about these issues. John/Jane also use their
smartphones and iwifi connections to take video and pictures of
the protests and parades. Sometimes, John/Jane thing of
themselves as reporters of the news they are participating in.
Beyoncé is a 22 year old college senior.
She enjoys listening to music and singing.
Her dream is to release her own album
someday. She needs to stay connected
to what is new and trending in the world
so she relies on Twitter to keep her
updated quicklupdated quickly. Beyoncé also uses
Twitter to post videos of her singing
and shares her talent with all her followers.
Jennifer is a 24 year old who just landed her a dream
job as a reporter at ABC. As a reporter, she loves
to stay updated on world news through Twitters fast
search engine and update features. Since she is
always on the go, her cell phone contains her whole
life and Twitter’s easy app helps her access Twitter at
lightning speed.lightning speed.
Nick is a 23 year old basketball player. He is freshly
graduated from college and is training for the NBA
draft. He hopes to be picked up by the Lakers
because that is his home and basketball is his whole
life. He relies on Twitter to keep him updated on the
draft and all sports news. He enjoys hearing all the
feedback from his followers about his ability to playfeedback from his followers about his ability to play
basketball.
18% of Internet users are using Twitter.
31% of Twitter users are 18-29 years old.
18% of Twitter users are female.
17% of Twitter users are male.
29% of Twitter users are black.
19% of Twitter users have an annual household income of $75,000+
19% of19% of Twitter users live in the suburbs.
18% of Twitter users have at least a college education, or more.
The target audience for the “See it. Be it. Tweet it.” campaign is
men and women between 18-29 years old. This target audience
wishes to effortlessly connect and communicate with their peers,
as well as discovering what is happening around them on a world-wide
scale. These individuals are always on the go and enjoy the easy access
and functionality of Twitter.

8. 8Creative
See It. Be It. Tweet It.

9. 9 Creative
Twitter’s current brand position is fairly constant, but it needs a major image boost. The goal
of “See It. Be It. Tweet It.” is to allow the ability to make anyone a reporter, or a Mobile Journalist.
Our goal is to allow people to post the news around them, with our main focus on global issues
around the world, such as marriage equality, or different political protests. Currently, Twitter is just
there in the realm of the Internet. We want to make it one of the Internet staples.
Positioning Statement:
Objectives and Strategies:
Increase Awareness of Global Issues
Making Sharing the News Easier and Faster
Continue Promotion of Twitter via Television, Movies, and Pre-Rolls
Increase Awareness of Twitter Itself
Increase Product Recognition and Public Opinion.
My goal is to simplify complexity. I just want to build
stuff that really simplifies our base human interaction.
”- Jake Dorsey
“

10. Advertisements 10
Full Page Color Magazine Ads

11. 11

12. 13Advertisements
Pre-Roll #1:
(00:30)
Pre-Roll #2:
(00:15)

13. 14 Media
Print advertising will be the pivotal turning point for Twitter.
By using colorful high definition pictures that relate to the
current newsworthy issues concerning the world-wide
population where twitter has played a vital role in being
able to distribute on-the-ground real time information to
populations around the world, a feature that news media
just does not have the ability to do in a timely mannejust does not have the ability to do in a timely manner.
Along with these images, the ads will feature out new
slogan of “See It. Be It. Tweet It.” campaigning the ability
to report on what is happening in your area and allowing
you to be a part of what it is you are seeing and tweeting.
This gives consumers the ability to play a journalistic role
in reporting newsworthy information on a world wide scale
at the touch of a button.at the touch of a button.
“Be It.” heightens awareness on the ability to be the first
person to be able to spread the word on what is going
on in the world to be able to reach a multitude of
audiences about the happenings in your area.
These simple one color ads will give Twitter the advantage
of being able to reach a broad range of potential consumers
on a vast array of websites that can specifically target users
by age, gender, psychographics, and geographics.
These ads will be featured on many different apps that are
a commonplace on millions of phones around the U.S.
With apps like Pandora, Google Maps, Spotify, and
many others, the pop-up ads will allow us to reach not
only our target audience, but also be able to introduce
our product to others not in our target audience. Doing
so will allow us to increase our reach and be able toso will allow us to increase our reach and be able to
open up to users that would otherwise not know about
or even use our product. This ad will be a mobile version
of our print ads that offer a visual reference on the ability to
become a part of twitter and be able to spread the word
about the happenings in your are and allow you to
become a type of first responder when it comes to the
distribution and sharing of news and events.distribution and sharing of news and events.

14. 15Media
The Media Map:
Though our main focus is the population within the United States, the “See It. Be It. Tweet It.” campaign
is a worldwide campaign that travels across political borders, without interference from governments,
to bring awareness to issues facing the world. Our goal is to spread Twitter’s influence to other parts of
the world via the Internet. In our advertisements, issues such as, Marriage Equality, the Hong Kong
protests, the Egyptian protests, as well as issues that hit close to home in the United States. Our
campaign allows the average Twitter user to become a first hand reports and to communicate with
millions of people around the world while sharing the news that they are participating in.millions of people around the world while sharing the news that they are participating in.

15. 16 Media
Media Timing Flow Chart:
Year Round: January - December
Weekly: Monday - Sunday
Heavier during specific times during the day
Heavier Marketing During Months of Social Unrest (Protests)
Months:
Days:
Times During the Day:

16. 17Budget
2%of
$664million
$3,430,000
Print
Digital
Pre-Roll
Twitter Tweets
Promotions
$1,000,000
$1,050,000
$1,143,333
$0
$236,999

17. 20
Sam Koester Nikki Adams Andrey Levkiv Brandon Schneider
Who We Are