Apple aims to expand its user base and software. Its target audience is high school and college-aged customers who are most likely to use new Apple products. Apple's goals include rewarding loyal customers, developing its website with interactive ads, and using social media to optimize brand awareness. It will provide tutorials, contests and customer galleries to encourage engagement.

1. Apple Inc.
ALEXANDRA BARBER

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