2. Target Audience
Apple products are sold all over the world and of all
ages. Children use them for their first iPod and
college students find them useful for note-taking.
The target audience would be high school students
and early college graduates.
These people are the most likely to be using new,
upcoming Apple products.
3. Goals & Challenges
The main goal of Apple is to expand their culture and
users and also increase their software.
They would reward loyal & frequent customers with
early promotions and updates
They could partner with Constant contact where
people could enter e-mails.
Create customer awareness and offer bonuses
4. Development
Further develop Apple website by introducing more
interactive ads
Use as many social media sites as possible to
optimize the company
Sharing with the newest technology and links on
Facebook, Twitter etc.
5. Website Components
Giving away free giveaways, discounts, coupons to
promote products
More tweets to inform people of new brand
opportunities
Tutorials for new products and gain encouragement
6. Website continued
Using keywords, tags, and links would make the site
more optimized for navigating
Voice & Tone: informative and entertaining, bright,
attractive colors
Blog:
Positive comments: relay the message onto Apple stores
Negative: address problem and offer to fix product and deal
with direct store
7. Consumer Interaction
Apple could provide gallery to show creations using
FinalCut, iMovie etc.
Main competitors: Dell and Microsoft
People can post images and create contests to inspire
followers to try new products
8. Evaluation
First, monitor the traffic on website and collect
Google analytics data
Measure tags/links created and clicked in gallery or
tutorial
Manage repercussions of tags and links by removing
them for designated hours and see what happens
9. Timeline of events
Seeing as Apple sells all over the world, their
advertising will not be a certain time period, but
rather continuous.
In order for them to maintain brand, Apple needs
messages to be frequent.
They need to make loyal followers happy by offering
some type of brand equity, benefit, or promotional
deals.
10. Budget
Proposed 1.4 million dollar budget
.7 million toward refurbishing website and introducing new
images, tutorials, tags and links
.5 million will be given toward designing future strategies and
solutions
.2 million is allocated toward social media website, benefits, and
promotional contests
