Gray Matter Games content marketing recommendations. First presentation for Gray Matter Games.

1. Content-Plan
Recommendation For
Gray Matters Games

2. Recommended Target Audience
● Human Resource
Professionals: Human resource
manager, probably married with kids, has
a bachelor’s degree in human resource
management.
● Looking to create and foster team
bonding, employee relationships, and
company morale.
● Entry level worker: Newly married
no kids, has at least a bachelor’s degree.
● Looking to create connections and support
system with co-workers.

3. Recommended Mission
● Gray Matter’s mission statement: “We promote community, encourage fun
and give back to Alzheimer's research”
● “Strengthen work dynamics and foster healthy competition”
● “Further family time”

4. Recommended SMART Objectives
● Make Office Decathlon the number one choice for team bonding experiences.
● Provide 2 types of informative and engaging content, like a blog article or
email, within first two weeks of releasing game.
● Have hashtags trending on social media platforms within the first two months
of the campaign beginning.
● Partner with local retailers to promote game and support the community.

5. Buyer Personas
Game-Loving Gale Forever Carol
HR Paul
Problem Research
“Managers tend to come to HR with some
kind of vague appreciation of what we used
to call, in the organizational development
days, a ‘felt’ need”—a need that a manager
knows exists but has not yet defined"
● 30-40 year old man
● HR Manager w/ Masters in HRM
● Family Life - Kids
● Wants to be the “fun” boss
● Communicates in person, through
email, and Facebook
● 25 Year old graduate w/ Bachelor’s
● Working Entry Level Job (1 Year)
● Income $30,000 - $40,000
● Love to play games
● Uses Social Media for
communication/information
● 50 year old woman
● Married, 2 kids but home is empty
nest
● Been working at the company for
30 years
● Bored, same thing happens every
day
Problem Research:
20% of respondents said they would
like more friends in the workplace
Problem Research:
70% of employees say they are
disengaged at work

6. Buyer’s Journey - Human Resource Professional
Decision
● Has compiled list of
approaches/solutions
○ “Fun and Games”
○ Mgt. Consultants
that lead smaller
internal exercises
○ Professional,
facilitated activities
directly tied to work
Awareness
● Experiencing symptoms of
problem:
○ Low office morale
and communication
○ Difficulty with
participation
○ High employee
turnover
Consideration
● Has defined and given
a name to problem
○ Need for Team
Building
○ What kind of
team building?
● Researching methods
to solve problem
○ SHRM
○ Blogs
○ Hubspot

7. Buyer’s Journey - Entry-Level Worker
Decision
Awareness
● Experiencing symptoms of
problem:
○ Does not know
coworkers well
○ Does not have
credibility/presence in
the workplace
Consideration
● Has defined and given
a name to problem
○ Need for
communication/
opportunity to
show skills
● Researching methods
to solve problem
○ How to initiate
communication?
● Has compiled list of
approaches/solutions
○ Activities to
collaborate
○ Ice Breakers
○ More work
responsibility

8. Buyer’s Journey - Experienced Worker
Decision
● Has compiled list of
approaches/solutions
○ Activities to talk
to new people
○ Bringing in
food/gifts for
coworkers
Awareness
● Experiencing symptoms of
problem:
○ Finds it hard to be
motivated at work
○ Distances herself
from others
Consideration
● Has defined and given
a name to problem
○ Wants more
happiness in
everyday work
● Researching methods
to solve problem
○ How to stay
motivated at
work?

9. Recommended Campaign
Why a #HashtagCampaign?
★ Easy way to produce & collect interaction
with brand
★ Gain attention/promote new
product/drive engagement
★ Opportunity to promote across media
platforms
★ Economical form of marketing
Instagram:
Posts with hashtags
receive 12% more
engagement than
posts without
hashtags.
Facebook:
A post with one
or two hashtags
will receive, on
average, 177
more interactions
than posts
without hashtags.
Twitter:
Incorporating
hashtags in your
tweets extends
the life of your
tweet (which is
only about 15
minutes without
hashtags) and will
continue to keep
your tweets
#relevant.
Are Hashtags Still #Relevant for Your Digital Ad Content in 2020?
(2020, January 3). Retrieved from https://9clouds.com/blog/are-
hashtags-still-relevant-for-digital-ad-content/

10. Successful Hashtag Campaigns
Online store Ryu’s
#WhatsInYourBag
Social photo contest that
leveraged the trend of
Instagram Stories:
★ Increased their follower
count to well over
20,000
Charmin’s
#TweetFromTheSeat
Found a way to engage with
their audience
★ Created an entertaining
social marketing
campaign by knowing
the audience
Sears, H., Pixlee, Sears, H., & Pixlee. (2017, December 5). 5
Most Successful Hashtag Campaigns. Retrieved from
https://www.pixlee.com/blog/5-most-successful-hashtag-
campaigns/
Narang, P. (2020, January 9). 10 Excellent Social Media Hashtag
Campaigns ( Some Shockers). Retrieved from
https://mention.com/en/blog/social-media-hashtag-campaigns/

11. Promote to working professionals who desire to:
★ Enhance co-worker relations
★ Increase overall morale
★ Engage in collaboration
★ Make office thrive with an engaging culture
Tagging #IMTHEBOSS on media platforms
With the use of GMG’s #IMTHEBOSS hashtag, GMG can be in on
the action
‘SHOW THE OFFICE WHOS BOSS’
#IMTHEBOSS
Campaign Sample

12. Content Strategy for HR Professional
Awareness:
Accredited articles and
data on team building
Consideration:
Videos on effective
methods of team building
Decision:
Video demonstration of
Office Decathlon
Awareness

13. Content Strategy for Entry-Level Worker
Awareness:
Blogs about why having
relationships in the office
is important
Consideration:
Chart on fun activities that
build relationship
Decision:
Live reviews on facebook
about Office Decathlon
Consideration

14. Content Strategy for Experienced Worker
Awareness:
Data about why happiness
at work is important
Consideration:
Podcast on how to stay
happy at work
Decision:
Live trials of different
approaches to determine
best option
Awareness

15. Competition
Social Media

16. Content Strategy - Tools
● What are good team bonding activities
● How important is team bonding
● Team building games
● What are some team bonding games
● Why we need team bonding
Answer The Public

17. Hashtags
#IMTHEBOSS
#OfficeDecathalon
#TeamBuilding
GMG
Campaign
#IMTHEBOSS
- Encourage
people to post
UGC
- Highlight user’s
posts weekly
Sub-Campaign
COVID-19
- Encourage
team building
while working
from home
- Encourage
families to try
the game
Forsey, C. (n.d.). The Ultimate Guide to Instagram Hashtags for 2020. Retrieved from https://blog.hubspot.com/marketing/instagram-hashtags

18. Thank You