The document discusses a marketing plan for a YouTube TrueView advertising campaign for DeSales University. It outlines the target market as students aged 17-30 and parents/decision makers aged 40-65 in southeastern Pennsylvania and northern New Jersey. It proposes a 30-second video ad featuring three "confusing look" scenes leading into promotional information about DeSales accompanied by music. The ad format is an in-stream pre-roll ad where viewers have 5 seconds to opt out. Success will be measured by increased campus visits and social media followers with a $10,000 budget.
This document provides guidance on building viral SMS marketing campaigns. It discusses setting up clients with free accounts on the Trumpia platform and strategies for making campaigns go viral, including always including a "share with a friend" prompt. Specific tactics covered include sending VIP offers, offering incentives for sharing messages, integrating with social media, identifying influencers, and allowing people to easily unsubscribe. Example campaign ideas are provided for businesses like pizza shops, dog groomers, gyms, hair stylists, dentists, wedding planners, and auto services. The document concludes with discussing viral SMS service providers and homework assignments.
This document provides a marketing research report on the DeSales University ACCESS program conducted by a student team. It includes an executive summary and sections on the program introduction/history, environmental analysis, research objectives and design, data collection/analysis, and results. Key findings include that the ACCESS program has around 1,000 students and competes against larger programs at Drexel University, Strayer University, and University of Phoenix. The report analyzes the target market demographics and conducts a SWOT analysis to understand strengths, weaknesses, opportunities and threats. Surveys were distributed to current ACCESS students to understand why they chose the program and how it could be improved. The results provided suggestions on expanding reach and addressing weaknesses like the declining education
Tesla is targeting wealthy, tech-savvy, environmentally-conscious baby boomers for its luxury electric vehicles in Regions 5 which includes Illinois, Michigan, and Colorado. These states offer incentives like tax credits for electric vehicles but also challenges like dealership laws in Michigan that effectively prohibited Tesla stores. To grow electric vehicle adoption, Tesla proposes partnering with charities, creating a Tesla Tag Society for brand loyalty, and advocating for more charging stations and incentives. Measuring success will involve tracking engagement over social media and websites for one year.
The document is a script for a video promoting DeSales University. It includes scenes of a confused waiter, basketball coach, and man proposing where the characters say "I don't care". It then shows slides of the campus and students with the text "When you have a choice, decide to care". The script ends describing how at DeSales, professors, tutors, and coaches care about students' academic and personal growth to provide a well-rounded education.
The document describes a research project on consumer behavior regarding bar selection. It includes survey questions, background information on interviewees, summaries of interviews with 8 individuals, and analysis of their decision-making processes. Key factors considered include location, food, entertainment, price, drink selection, seating, and specials. Trends identified are a preference for conveniently located bars within 25 minutes and availability of food. The document analyzes each interviewee's awareness and consideration sets in choosing a bar.
The document discusses researching a target audience for a promotional video. It examines demographic factors like age, gender, lifestyle, location, and socioeconomic status of the target. The primary target audience is identified as males and females aged 15-18 who are looking at college courses, as well as their parents aged 38-50. Considerations for how to appeal to both male and female audiences are discussed. The video will be promoted primarily online targeting those in and around the cities of Cheadle, Cheadle Hulme and Stockport where the college is located.
Helping and Not Selling, The MP Marketing WayMichelle Parker
This document provides information about strategic planning and direct response promotions for nonprofit organizations. It discusses proven promotion strategies like tiered discounts and BOGO offers to encourage larger donations. It also describes an innovative "Name Your Price" campaign that increased ticket sales by 100% and orders by 86% for two arts organizations. Additionally, it outlines strategies for improving fundraising returns, including a 2:1 challenge grant to increase donor participation and additional matching for first-year donors.
Our target audience is students aged 16-20 looking to attend Cheadle Campus college. We will create an advertisement with a comedic element to attract students and make the college seem fun. The video will focus on aspects students enjoy like public transport, showcase a wide range of subjects open to both genders, and emphasize the college's diverse offerings and central location to attract more viewers than other college promotional videos.
This document provides guidance on building viral SMS marketing campaigns. It discusses setting up clients with free accounts on the Trumpia platform and strategies for making campaigns go viral, including always including a "share with a friend" prompt. Specific tactics covered include sending VIP offers, offering incentives for sharing messages, integrating with social media, identifying influencers, and allowing people to easily unsubscribe. Example campaign ideas are provided for businesses like pizza shops, dog groomers, gyms, hair stylists, dentists, wedding planners, and auto services. The document concludes with discussing viral SMS service providers and homework assignments.
This document provides a marketing research report on the DeSales University ACCESS program conducted by a student team. It includes an executive summary and sections on the program introduction/history, environmental analysis, research objectives and design, data collection/analysis, and results. Key findings include that the ACCESS program has around 1,000 students and competes against larger programs at Drexel University, Strayer University, and University of Phoenix. The report analyzes the target market demographics and conducts a SWOT analysis to understand strengths, weaknesses, opportunities and threats. Surveys were distributed to current ACCESS students to understand why they chose the program and how it could be improved. The results provided suggestions on expanding reach and addressing weaknesses like the declining education
Tesla is targeting wealthy, tech-savvy, environmentally-conscious baby boomers for its luxury electric vehicles in Regions 5 which includes Illinois, Michigan, and Colorado. These states offer incentives like tax credits for electric vehicles but also challenges like dealership laws in Michigan that effectively prohibited Tesla stores. To grow electric vehicle adoption, Tesla proposes partnering with charities, creating a Tesla Tag Society for brand loyalty, and advocating for more charging stations and incentives. Measuring success will involve tracking engagement over social media and websites for one year.
The document is a script for a video promoting DeSales University. It includes scenes of a confused waiter, basketball coach, and man proposing where the characters say "I don't care". It then shows slides of the campus and students with the text "When you have a choice, decide to care". The script ends describing how at DeSales, professors, tutors, and coaches care about students' academic and personal growth to provide a well-rounded education.
The document describes a research project on consumer behavior regarding bar selection. It includes survey questions, background information on interviewees, summaries of interviews with 8 individuals, and analysis of their decision-making processes. Key factors considered include location, food, entertainment, price, drink selection, seating, and specials. Trends identified are a preference for conveniently located bars within 25 minutes and availability of food. The document analyzes each interviewee's awareness and consideration sets in choosing a bar.
The document discusses researching a target audience for a promotional video. It examines demographic factors like age, gender, lifestyle, location, and socioeconomic status of the target. The primary target audience is identified as males and females aged 15-18 who are looking at college courses, as well as their parents aged 38-50. Considerations for how to appeal to both male and female audiences are discussed. The video will be promoted primarily online targeting those in and around the cities of Cheadle, Cheadle Hulme and Stockport where the college is located.
Helping and Not Selling, The MP Marketing WayMichelle Parker
This document provides information about strategic planning and direct response promotions for nonprofit organizations. It discusses proven promotion strategies like tiered discounts and BOGO offers to encourage larger donations. It also describes an innovative "Name Your Price" campaign that increased ticket sales by 100% and orders by 86% for two arts organizations. Additionally, it outlines strategies for improving fundraising returns, including a 2:1 challenge grant to increase donor participation and additional matching for first-year donors.
Our target audience is students aged 16-20 looking to attend Cheadle Campus college. We will create an advertisement with a comedic element to attract students and make the college seem fun. The video will focus on aspects students enjoy like public transport, showcase a wide range of subjects open to both genders, and emphasize the college's diverse offerings and central location to attract more viewers than other college promotional videos.
This document provides a business plan for 5 Days In The Life, a proposed online career counseling service. It would create career profiles and videos documenting 5 days in the life of various professionals. The service would be offered through a subscription website providing career guidance, test prep resources, and scholarships for work experiences. The founders aim to introduce students to diverse career paths and help them find fulfilling work. Revenue would come from subscriptions, advertising, and partnerships with schools.
The document proposes a radio advertising campaign for Ringwood School. It aims to produce two radio ads - one for the main school and one for the 6th form. The ads will use "voxpop" style interviews with students of various ages to portray Ringwood as welcoming to all. The target audience is parents of junior school students to promote Ringwood for the next stage of their children's education. The ads will air during peak school times on local radio stations. The campaign message is for Ringwood to be seen as a fun, exciting place to learn. Print ads will feature diverse students enjoying classroom activities.
1) The document proposes creating radio advertisements to promote Ringwood School and its 6th form. It will feature student testimonials to illustrate the welcoming environment.
2) The target audience is parents of junior school students to inform them of options for their children's secondary education. The ads will air during school commute times.
3) The campaign message is that Ringwood is a fun and exciting place for learning and skills development for all. The slogan is "Experience Ringwood".
This document is a media kit for Parents' Guide Asia, a website that provides advice and information for parents on choosing education institutions and programs for their children. The kit outlines advertising packages and benefits for organizations to promote themselves on the site, including online listings, banners, emails, articles and events. It also provides readership demographics like age groups, number of children per family and email open/click rates. The goal is to help organizations build awareness and interact with parents in the site's audience.
The document outlines a marketing campaign for Ringwood School and Sixth Form. It includes:
- The aims are to bring students and parents to two open evenings using radio ads featuring conversations about the school.
- The target audiences are years 5-6 students and parents for the school ad, and years 10-11 students and parents for the sixth form ad.
- The campaign will launch 3-4 weeks before the open evenings through radio ads on Capital South Coast during school runs and print ads distributed to local schools.
- Considerations are given to avoiding libel, discrimination, age restrictions, and copyright issues in ad content.
Final Digital Marketing PlanFinal Digital Marketing .docxcharlottej5
Final Digital Marketing Plan
Final Digital Marketing Plan PowerPoint Presentation,
Introduction
In this PowerPoint presentation, we will present our Final Digital Marketing Plan for our product the Concussion Protocol Sensor (CPS). This product idea was created by Simone Harvey and voted on by the remaining team members in team D to implement as our product idea. In the first phase of the marketing plan we outlined a target market and included a segmentation criteria for the Concussion Protocol Sensor. Second, we will developed a digital advertising strategy and included two sample banner ads and a mock landing page for the website in our marketing plan. Third, the presentation will provide examples of three mock web ads and include specifics of where they will be placed. And we will create a budget for a two week advertising campaign.
The second phase of the marketing plan will summarize our plan to reach consumers. Our goal to reach our consumers is by using email marketing to directly send out email advertisements to consumers through the assistance of AWeber. In today’s day and age, social media and instant connection is the best most popular way of connecting with not only friends and family but consumers as well. There are many different forms of social media out there today such as Twitter, Facebook, LinkedIn, YouTube and Instagram. We will utilize these platforms in our marketing strategy in an effort to reach as many consumers as possible.
Image:
https://www.google.com/search?q=introduction&source=lnms&tbm=isch&sa=X&ved=0ahUKEwis697BrJHYAhWD6CYKHVKYDw4Q_AUICigB&biw=1600&bih=805#imgrc=GQKHgrtgNyoTyM:&spf=1513524076251
Target MarketYouth Sports Programs focused on young athletesHigh School students interested in sportsCollege Athletic ProgramsCoaches involved in sports programs
The target market for the CPS would be youth sports programs focused on young athletes, age 6-13; high schools students interested in sports, age 14-18; University athletic programs, and coaches involved in sports.
The ages that would benefit would span from very young children all the way to adults that are active in sports or other activities that could be extreme enough to lead to potential head injuries.
Image source:
http://www.foxphotography.org/
https://www.workinsports.com/blog/high-school-sports-conquering-the-final-frontier-of-sports-broadcasting/
https://www.cbssports.com/college-football/news/ranking-the-top-25-power-five-college-football-coaches-entering-2016/
Demographic Market Segmentation
As it relates to the segmentation criteria we used to determine the target market for the CPS, we chose the Demographic Market Segmentation’s, as it works best with our marketing strategy since the data is easily available and drastically affects buying patterns. Age, income, gender, ethnic background and family life cycle are all important factors of demographic segmentation.
The CPS is going to use an age range of 5-34 years of.
1) The document outlines a proposal for a radio, print, and TV advertising campaign to promote Ringwood School and its 6th form.
2) The ads will use "voxpop" testimonials from current students of different ages and genders to illustrate Ringwood's welcoming environment.
3) The target audience for the radio ads is parents of junior school students, aiming to run the ads during school commute times.
4) The overall campaign message is for Ringwood to be seen as a fun and exciting place for learning and skills development for all.
The radio campaign aims to bring students and parents to Ringwood School and Sixth Form open evenings. The school advert will feature a conversation between parents who have heard good things about the school. The sixth form advert will include sixth form students discussing how the open evening helped with their choices. The target audiences are years 5-6 students/parents and years 10-11 students/parents. Most families fall within the mainstream 4C's category. The campaign message is that Ringwood is the best local school, backed by exam results. The ads will launch 3-4 weeks before the open evenings on radio and in print to schools.
The radio campaign aims to bring students and parents to Ringwood School and Sixth Form open evenings. The school advert will feature a conversation between parents who have heard good things about the school. The sixth form advert will include sixth form students discussing how the open evening helped with their choices. The target audiences are years 5-6 students/parents and years 10-11 students/parents. Most families fall within the mainstream 4C's category. The campaign message is that Ringwood is the best local school, backed by exam results. The ads will launch 3-4 weeks before the open evenings on radio and in print to schools. The biggest local event is the Ringwood Carnival occurring before the school open evening.
The document proposes a multi-pronged advertising campaign for Ringwood School consisting of radio, print, and television advertisements. The radio advertisements will use "voxpop" interviews with students of various ages to illustrate the welcoming environment. The print advertisements will feature diverse students enjoying various classroom activities. The short television advertisement will use bright colors and focus on delivering its message concisely to engage short attention spans. Consistency across the different advertising mediums is emphasized to effectively promote the school's message of being a fun place to learn.
mySTARTinLIFE.com is a video library that provides inspirational stories of successful individuals from different industries and careers. Each video interview highlights the subject's background, how they got their start, and their journey to success. The site aims to motivate and educate viewers, especially those looking to start their own careers. Over time, the founders plan to expand the brand across different media like live streaming, speaking events, magazines, documentaries, TV shows, and more to further share these success stories. The goal is for mySTARTinLIFE.com to become a large-scale, multi-media company that inspires and empowers people worldwide.
This document provides information about sponsoring the MLK Jr. College Hip-Hop Awards event on January 10, 2014 in New York City. It outlines the various sponsorship packages available, which range from promotional partnerships to financial sponsorship of tickets. The event aims to celebrate positive aspects of hip-hop culture and provide entertainment and education opportunities for students. Sponsorship packages include branding in event photos, flyers with QR codes, award sponsorship, and other promotional benefits to engage the target college student audience.
The document discusses various methods for analyzing target audiences, including quantitative, qualitative, psychographic, geodemographic, and demographic data. Quantitative data like age, gender, income provides basic audience profiles, while qualitative research explores personal preferences and opinions. Psychographic data on values, interests, attitudes and lifestyle allows deeper understanding. Geodemographic data on location and postcodes shows spending habits. Together these methods provide a holistic view of audiences to better tailor products and marketing.
GlobalTeenTalk.com aims to provide guidance and advice to teens facing challenges through expert advice and experiences from other teens. It will feature interactive journaling and contests to build community and opportunities. Topics covered will include health, careers, finance, and cultures. Advertisers in related industries will be solicited to support the site through various advertising packages to reach this demographic of computer-savvy 13-19 year olds and their parents/educators. An advisory board of leaders in hip hop, radio, publishing, and non-profits will provide strategic guidance.
CareerPlayer is a multi-award winning social enterprise designed to help school and university students make better career decisions. Unlike most recruitment media our focus is not on jobs but helping young people explore and research their options.
The target audience of a media product is important for making production decisions. There are three main parts to a target audience: demographics, social grade, and psychographics. Demographics include factors like age, education level, nationality, and religion. Social grade evaluates household income levels. Psychographics examines personality traits, values, opinions, interests, and lifestyles.
The primary target audience for this media product promoting a college is secondary school students aged 15 and older, as this is when students start considering college options. The video presentation will emphasize visuals over text to engage this age group. Demographically, the audience will have completed GCSEs and represent a diverse range of nationalities and religions. Psychographically, the
MBA 525 - Module 3 Case Study Analysis Case Study .docxARIV4
This document provides information about a case study assignment for an MBA course. Students are asked to read the case study titled "The Third Battle of Bull Run: The Disney's America Theme Park (B)" and write a 2 page response identifying the main business problem Disney faced and analyzing the types of organizational communications used to address it. The response should have an introduction, body, and conclusion and meet graduate level writing standards. Students must submit their case study analysis to the online Chalk and Wire platform by the deadline for the assignment.
The campaign aims to promote Ringwood School and Sixth Form through two 30-second adverts to be aired on radio and printed in local newspapers. The adverts will highlight the schools' strong academic results and high percentage of students who pass exams to attract more year 6 and year 11 students to their open evenings. The campaign will launch the print ads 2-3 weeks before the events and follow with radio ads to remind audiences. It will target messages toward students directly for the sixth form while also informing parents. Legal and ethical issues like copyright and avoiding libel will be considered to comply with advertising standards. The visual and audio concepts will feature shots of the school and students to portray the experience and success of Ringwood education.
The campaign aims to promote Ringwood School and Sixth Form through two 30-second adverts to be aired on radio and printed in local newspapers. The adverts will highlight the schools' strong academic results and high percentage of students who pass exams to attract more year 6 and year 11 students to their open evenings. The campaign will launch the print ads 2-3 weeks before the events and follow with radio ads to remind audiences. It will aim to schedule radio spots during the after-school drive time of 3:30pm to target students and parents. Both ads will feature a graduating student to connect their message that Ringwood provides opportunities for academic success.
The campaign aims to promote Ringwood School and Sixth Form through two 30-second adverts to be aired on radio and printed in local newspapers. The adverts will highlight the schools' strong academic results and high percentage of students who pass exams to attract more year 6 and year 11 students to their open evenings. The campaign will launch the print ads 2-3 weeks before the events and follow with radio ads to remind audiences. It will aim to schedule radio ads during the after-school drive time of 3:30pm to target students and parents. Both ads will feature a graduating student to connect their message that Ringwood provides opportunities for academic success.
This document provides a business plan for 5 Days In The Life, a proposed online career counseling service. It would create career profiles and videos documenting 5 days in the life of various professionals. The service would be offered through a subscription website providing career guidance, test prep resources, and scholarships for work experiences. The founders aim to introduce students to diverse career paths and help them find fulfilling work. Revenue would come from subscriptions, advertising, and partnerships with schools.
The document proposes a radio advertising campaign for Ringwood School. It aims to produce two radio ads - one for the main school and one for the 6th form. The ads will use "voxpop" style interviews with students of various ages to portray Ringwood as welcoming to all. The target audience is parents of junior school students to promote Ringwood for the next stage of their children's education. The ads will air during peak school times on local radio stations. The campaign message is for Ringwood to be seen as a fun, exciting place to learn. Print ads will feature diverse students enjoying classroom activities.
1) The document proposes creating radio advertisements to promote Ringwood School and its 6th form. It will feature student testimonials to illustrate the welcoming environment.
2) The target audience is parents of junior school students to inform them of options for their children's secondary education. The ads will air during school commute times.
3) The campaign message is that Ringwood is a fun and exciting place for learning and skills development for all. The slogan is "Experience Ringwood".
This document is a media kit for Parents' Guide Asia, a website that provides advice and information for parents on choosing education institutions and programs for their children. The kit outlines advertising packages and benefits for organizations to promote themselves on the site, including online listings, banners, emails, articles and events. It also provides readership demographics like age groups, number of children per family and email open/click rates. The goal is to help organizations build awareness and interact with parents in the site's audience.
The document outlines a marketing campaign for Ringwood School and Sixth Form. It includes:
- The aims are to bring students and parents to two open evenings using radio ads featuring conversations about the school.
- The target audiences are years 5-6 students and parents for the school ad, and years 10-11 students and parents for the sixth form ad.
- The campaign will launch 3-4 weeks before the open evenings through radio ads on Capital South Coast during school runs and print ads distributed to local schools.
- Considerations are given to avoiding libel, discrimination, age restrictions, and copyright issues in ad content.
Final Digital Marketing PlanFinal Digital Marketing .docxcharlottej5
Final Digital Marketing Plan
Final Digital Marketing Plan PowerPoint Presentation,
Introduction
In this PowerPoint presentation, we will present our Final Digital Marketing Plan for our product the Concussion Protocol Sensor (CPS). This product idea was created by Simone Harvey and voted on by the remaining team members in team D to implement as our product idea. In the first phase of the marketing plan we outlined a target market and included a segmentation criteria for the Concussion Protocol Sensor. Second, we will developed a digital advertising strategy and included two sample banner ads and a mock landing page for the website in our marketing plan. Third, the presentation will provide examples of three mock web ads and include specifics of where they will be placed. And we will create a budget for a two week advertising campaign.
The second phase of the marketing plan will summarize our plan to reach consumers. Our goal to reach our consumers is by using email marketing to directly send out email advertisements to consumers through the assistance of AWeber. In today’s day and age, social media and instant connection is the best most popular way of connecting with not only friends and family but consumers as well. There are many different forms of social media out there today such as Twitter, Facebook, LinkedIn, YouTube and Instagram. We will utilize these platforms in our marketing strategy in an effort to reach as many consumers as possible.
Image:
https://www.google.com/search?q=introduction&source=lnms&tbm=isch&sa=X&ved=0ahUKEwis697BrJHYAhWD6CYKHVKYDw4Q_AUICigB&biw=1600&bih=805#imgrc=GQKHgrtgNyoTyM:&spf=1513524076251
Target MarketYouth Sports Programs focused on young athletesHigh School students interested in sportsCollege Athletic ProgramsCoaches involved in sports programs
The target market for the CPS would be youth sports programs focused on young athletes, age 6-13; high schools students interested in sports, age 14-18; University athletic programs, and coaches involved in sports.
The ages that would benefit would span from very young children all the way to adults that are active in sports or other activities that could be extreme enough to lead to potential head injuries.
Image source:
http://www.foxphotography.org/
https://www.workinsports.com/blog/high-school-sports-conquering-the-final-frontier-of-sports-broadcasting/
https://www.cbssports.com/college-football/news/ranking-the-top-25-power-five-college-football-coaches-entering-2016/
Demographic Market Segmentation
As it relates to the segmentation criteria we used to determine the target market for the CPS, we chose the Demographic Market Segmentation’s, as it works best with our marketing strategy since the data is easily available and drastically affects buying patterns. Age, income, gender, ethnic background and family life cycle are all important factors of demographic segmentation.
The CPS is going to use an age range of 5-34 years of.
1) The document outlines a proposal for a radio, print, and TV advertising campaign to promote Ringwood School and its 6th form.
2) The ads will use "voxpop" testimonials from current students of different ages and genders to illustrate Ringwood's welcoming environment.
3) The target audience for the radio ads is parents of junior school students, aiming to run the ads during school commute times.
4) The overall campaign message is for Ringwood to be seen as a fun and exciting place for learning and skills development for all.
The radio campaign aims to bring students and parents to Ringwood School and Sixth Form open evenings. The school advert will feature a conversation between parents who have heard good things about the school. The sixth form advert will include sixth form students discussing how the open evening helped with their choices. The target audiences are years 5-6 students/parents and years 10-11 students/parents. Most families fall within the mainstream 4C's category. The campaign message is that Ringwood is the best local school, backed by exam results. The ads will launch 3-4 weeks before the open evenings on radio and in print to schools.
The radio campaign aims to bring students and parents to Ringwood School and Sixth Form open evenings. The school advert will feature a conversation between parents who have heard good things about the school. The sixth form advert will include sixth form students discussing how the open evening helped with their choices. The target audiences are years 5-6 students/parents and years 10-11 students/parents. Most families fall within the mainstream 4C's category. The campaign message is that Ringwood is the best local school, backed by exam results. The ads will launch 3-4 weeks before the open evenings on radio and in print to schools. The biggest local event is the Ringwood Carnival occurring before the school open evening.
The document proposes a multi-pronged advertising campaign for Ringwood School consisting of radio, print, and television advertisements. The radio advertisements will use "voxpop" interviews with students of various ages to illustrate the welcoming environment. The print advertisements will feature diverse students enjoying various classroom activities. The short television advertisement will use bright colors and focus on delivering its message concisely to engage short attention spans. Consistency across the different advertising mediums is emphasized to effectively promote the school's message of being a fun place to learn.
mySTARTinLIFE.com is a video library that provides inspirational stories of successful individuals from different industries and careers. Each video interview highlights the subject's background, how they got their start, and their journey to success. The site aims to motivate and educate viewers, especially those looking to start their own careers. Over time, the founders plan to expand the brand across different media like live streaming, speaking events, magazines, documentaries, TV shows, and more to further share these success stories. The goal is for mySTARTinLIFE.com to become a large-scale, multi-media company that inspires and empowers people worldwide.
This document provides information about sponsoring the MLK Jr. College Hip-Hop Awards event on January 10, 2014 in New York City. It outlines the various sponsorship packages available, which range from promotional partnerships to financial sponsorship of tickets. The event aims to celebrate positive aspects of hip-hop culture and provide entertainment and education opportunities for students. Sponsorship packages include branding in event photos, flyers with QR codes, award sponsorship, and other promotional benefits to engage the target college student audience.
The document discusses various methods for analyzing target audiences, including quantitative, qualitative, psychographic, geodemographic, and demographic data. Quantitative data like age, gender, income provides basic audience profiles, while qualitative research explores personal preferences and opinions. Psychographic data on values, interests, attitudes and lifestyle allows deeper understanding. Geodemographic data on location and postcodes shows spending habits. Together these methods provide a holistic view of audiences to better tailor products and marketing.
GlobalTeenTalk.com aims to provide guidance and advice to teens facing challenges through expert advice and experiences from other teens. It will feature interactive journaling and contests to build community and opportunities. Topics covered will include health, careers, finance, and cultures. Advertisers in related industries will be solicited to support the site through various advertising packages to reach this demographic of computer-savvy 13-19 year olds and their parents/educators. An advisory board of leaders in hip hop, radio, publishing, and non-profits will provide strategic guidance.
CareerPlayer is a multi-award winning social enterprise designed to help school and university students make better career decisions. Unlike most recruitment media our focus is not on jobs but helping young people explore and research their options.
The target audience of a media product is important for making production decisions. There are three main parts to a target audience: demographics, social grade, and psychographics. Demographics include factors like age, education level, nationality, and religion. Social grade evaluates household income levels. Psychographics examines personality traits, values, opinions, interests, and lifestyles.
The primary target audience for this media product promoting a college is secondary school students aged 15 and older, as this is when students start considering college options. The video presentation will emphasize visuals over text to engage this age group. Demographically, the audience will have completed GCSEs and represent a diverse range of nationalities and religions. Psychographically, the
MBA 525 - Module 3 Case Study Analysis Case Study .docxARIV4
This document provides information about a case study assignment for an MBA course. Students are asked to read the case study titled "The Third Battle of Bull Run: The Disney's America Theme Park (B)" and write a 2 page response identifying the main business problem Disney faced and analyzing the types of organizational communications used to address it. The response should have an introduction, body, and conclusion and meet graduate level writing standards. Students must submit their case study analysis to the online Chalk and Wire platform by the deadline for the assignment.
The campaign aims to promote Ringwood School and Sixth Form through two 30-second adverts to be aired on radio and printed in local newspapers. The adverts will highlight the schools' strong academic results and high percentage of students who pass exams to attract more year 6 and year 11 students to their open evenings. The campaign will launch the print ads 2-3 weeks before the events and follow with radio ads to remind audiences. It will target messages toward students directly for the sixth form while also informing parents. Legal and ethical issues like copyright and avoiding libel will be considered to comply with advertising standards. The visual and audio concepts will feature shots of the school and students to portray the experience and success of Ringwood education.
The campaign aims to promote Ringwood School and Sixth Form through two 30-second adverts to be aired on radio and printed in local newspapers. The adverts will highlight the schools' strong academic results and high percentage of students who pass exams to attract more year 6 and year 11 students to their open evenings. The campaign will launch the print ads 2-3 weeks before the events and follow with radio ads to remind audiences. It will aim to schedule radio spots during the after-school drive time of 3:30pm to target students and parents. Both ads will feature a graduating student to connect their message that Ringwood provides opportunities for academic success.
The campaign aims to promote Ringwood School and Sixth Form through two 30-second adverts to be aired on radio and printed in local newspapers. The adverts will highlight the schools' strong academic results and high percentage of students who pass exams to attract more year 6 and year 11 students to their open evenings. The campaign will launch the print ads 2-3 weeks before the events and follow with radio ads to remind audiences. It will aim to schedule radio ads during the after-school drive time of 3:30pm to target students and parents. Both ads will feature a graduating student to connect their message that Ringwood provides opportunities for academic success.
1. Houseal 1
Matt Houseal
Dr. Charles Jobs
MK-325-01 Advertising & Promotional Communication
December 4, 2015
YouTube TrueView: “Decide to Care” Campaign
Target Market Segment
The target market I have selected strongly reflects the DeSales’ student population in
terms of location, race, age, sex, religion, etc. The TrueView advertisement will be broadcasted
to Southeastern Pennsylvania and Northern New Jersey, two regions with the highest
concentrations of DSU students. East/Southeast PA will include the following counties: Bucks,
Philadelphia, Delaware, Montgomery, Chester, Franklin, Adams, Cumberland, York, Dauphin,
Lancaster, Lebanon, Berks, Bucks, Lehigh, and Northampton. By choosing this area, we will be
reaching the largest audience as 8 of the 10 most populous counties in PA are in Southeastern
PA. Northern NJ will include the following counties: Bergen, Essex, Hudson, Morris, Passaic,
Sussex, and Warren. This ad will target all races in these areas because DeSales is always
looking to diversify its student population of 81.6% Caucasian, 11.5% Hispanic, and 6.9% other
minority individuals. In the ad, races will be portrayed equally to attract a rich demographic.
The advertisement will appeal to both males and females, since DeSales is currently 57%
female and 43% male. Male and female students portrayed in the ad will be equally distributed,
with a heavier focus on male athletics due to our recent athletic expansion, now in an attempt to
strengthen the male population. The intended age group for the commercial will be between 17-
30, with high school students in the college search process, young adults looking to transfer, and
non-traditional students looking to participate in the ACCESS or MBA programs. The ad will
also target the age range of 40-65, the age spectrum of the majority of college student parents
and many ACCESS/MBA program participants. It is important to not only target the students
that are looking at colleges, but also the decision makers and bill payers who have a high degree
of external influence in this process. Out of the adult population, households which make more
than $75,000 annually will be targeted as DeSales tuition may by unaffordable for some. In the
2015-2016 school year, resident tuition is $48,178 and commuter tuition is $37,888. Since
DeSales is a Catholic institution offering a Salesian education, we want to reach the Catholic
demographic as most students come from a prior religious education at private high schools.
This advertisement will reach the target market segment through a YouTube TrueView
in-stream video, in which the ad can be skipped after 5 seconds. By using this service, we can
specify our viewing demographic in terms of age, gender, and parental status before video
release. We can also identify them through their searched interests, where we can filter through
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different provided categories, such as: education, college athletics, religion, etc. to make
ourselves as visible as possible. We can also use more exact keyword searches, such as:
Catholicism, DeSales, college, division three college sports, Pennsylvania, New Jersey, etc.
Format
Our TrueView ad will run pre-roll. This means that the commercial will be shown before
the content and the user will then have 5 seconds to choose to opt out of viewing the ad. I believe
the first restaurant scene will be alluring and unique enough that it will entice our audience to
watch the full ad to see what product or service is being offered. Mid-roll ads are usually found
in longer videos, which would limit our viewing audience regarding the length of videos they
watch. Instead, pre-roll ads catch the viewer off-guard and have the opportunity to draw them in.
One form of pre-roll advertising can be seen in the in-stream ads we will be utilizing. As
previously mentioned, the user can choose to skip the advertisement after 5 seconds of watching.
This seems to be the most appropriate format for a scripted 30 second video, as opposed to in-
display or in-search advertisements. In these two settings, the way you are charged remains
relatively the same, you pay for views or interactions, but the video format would leave the most
effective impression through 5 seconds of visual stimulation.
The Script
Our “Decide to Care” script will reflect a 30 second video commercial. The first scene
will be at a staged restaurant set in the DeSales University Center between a young, teenage
couple. After being asked what she would like to order, the young woman gives an odd response,
causing the two gentlemen to share a confusing look. The second scene, shot in Billera, shows a
fictional, college basketball team in a huddle with their coach looking at a scoreboard showing
the other team’s 20 point lead at halftime. When the point guard asks the coach for instruction
and gets an alarming reply, the team looks puzzlingly at each other. In the third scene, a man in
his late 20’s is found popping the question to his girlfriend, and finds her astonishing response to
be neither yes nor no. This leads to the phrase, “When you have a choice, decide to care”.
Accompanied by “feel good” guitar music, a compilation of photos of DeSales students,
faculty, and campus will be shown while an announcer gives information about the school. In the
first three scenarios, someone was faced with a decision at a different stage in their life. Whether
big or small, it was imperative that each individual had the responsibility to consciously reflect
and genuinely care about their choice. Choosing where to spend the next 4 to 5 years of your life
is typically the biggest decision a young adult is faced with. This process involves caring, and as
much as they care about their final choice, we care about their academic, social, and religious
future with us. “When you have a choice, decide to care. Think DeSales”.
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Call to Action
CTA’s or Call-to-Action Overlays are provided in YouTube TrueView in-stream ads and
urge our audience to take an interest in DeSales at the beginning of the video. Through the CTA
overlay, we can request that users go a step further. He or she is prompted to learn more about
DeSales, follow us on Twitter @DeSales, or set up a campus tour. If the commercial has its
intended effect, the viewer will start researching DeSales or connect with us on social media. We
can quantify our success by the increased number of campus visits and the number of new
followers on social media. DeSales, a member of Twitter since 2008, currently has 2,709
followers. If that number reaches 3,000 followers in one year and the number of tours increases
by a similar 10%, this marketing campaign can be considered a working success.
If our TrueView advertising is showing positive results and brings in a substantial
number of new visitors and new Twitter followers, we can eventually expand our marketing to
both in-stream and in-display formats. After reaching our audience through videos, we can also
have a larger presence on sidebars and YouTube partner sites. This would once again only be
successful if our profits increase over the course of one year, hopefully giving our budget room
for future expansion.
Measurement of Success
TrueView video ads are priced by bidding through Cost-Per-View, or CPV. When
working with AdWords, a Google service, we pay for video views, Call to Actions, and other
interactions. With the in-stream formatting, we pay when a viewer watches 30 seconds of our
video or engages with our video, whichever comes first. We set a maximum bid, or the most
we’ll be charged for an impression, and watch our ad move up in rank to reach more viewers.
Regional CPV bids range from $0.10-$0.30. In this strategy, DeSales will pay $0.22 as a max bid
in order to reach 36,360 viewers. This will maximize our viewing capabilities while supporting
our video with an above average rank for a fighting chance. This was calculated considering a
$10,000 budget, with $2,000 spent on production, and $295.95 spent on music:
36,360 x 0.22 = 7,700.20. To have in-stream, 30 second ad exposure to over 36,000 people in
our sought-after demographic would be well worth the bidding price. Also, at any time we can
adjust our bid to reflect recent Internet traffic, and new promotional or seasonal campaigns.
Content Generation
We will contract with local ASR Media Productions, a video productions agency
headquartered in Bethlehem, PA to shoot our advertisement. ASR Media has experience working
with college commercial production through past Cedar Crest College projects. DeSales
University’s ad will be a high quality video with distinguishable clarity in both sight and sound.
Our school is a respectable institution, and the quality of our advertisement should reflect the
quality of our character. We will allocate $2,000 of our $10,000 budget to professional
production and editing. Thankfully, we will save money by using only DeSales students and
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faculty in the production, and by shooting the first three “confusing looks” scenes on-campus
instead of at public venues.
Though the first three scenes consist of simply dialogue in terms of audio, the collection
of DeSales pictures is accompanied by “Black Sunglasses” by “Mdeman”. This music has a
relaxed, positive theme with acoustic guitar, piano, and light percussion. Its television
advertising license, for national commercial broadcast, can be purchased for $295.95 on
AudioMicro.com, a legal stock audio library of discounted musical compilations. This music will
softly play in the background for the last 18 seconds of the 30 second advertisement,
accompanying the script, read by a male, DeSales student with a deep voice.
Our budget is as follows:
$7,700 spent on YouTube TrueView advertising with a vacillating bid around $0.22
$2,000 spent on high-quality video production through ASR Media Productions
$299.95 towards the “Black Sunglasses” television advertising license from AudioMicro
$9,999.95 total