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Cremalab Sales and Marketing Internship
- 1. SANDWICH VIDEO 2017-2018 MARKETING CAMPAIGN
- 2. CAMPAIGN OVERVIEW SITUATIONAL ANALYSIS ▸ Strengths ▸ Innovates, increases success of startups, creates solutions ▸ Weaknesses ▸ Low brand awareness ▸ Opportunities ▸ Continued trend towards digital solutions that Sandwich offers ▸ Threats ▸ Many alternatives on the market, could be too “niche”
- 3. TARGET AUDIENCE TARGET CHARACTERISTICS ▸ Entrepreneurs open to creative solutions that Sandwich offers ▸ Men and women 25-40 years of age ▸ Social media and tech savvy ▸ YouTube and Twitter ▸ Owns or works in a startup
- 4. TARGET AUDIENCE THE IDEAL CUSTOMER ▸ 34-year-old CEO of wearables startup in San Fransisco, CA ▸ Active on social media ▸ Interested in educating his target audience with a creative solution about his product ▸ Entrepreneurial mindset
- 5. CAMPAIGN OVERVIEW GOALS ▸ Create brand awareness among target market ▸ Drive traffic to website ▸ Increase sales
- 6. CAMPAIGN OVERVIEW OBJECTIVES ▸ Create brand awareness among 70% of target audience through paid and earned media such as outdoor advertising, event planning and community engagement at the end of current fiscal year ▸ Drive traffic to website by 40% and increase time spent on website by 25% through SEO and SEM initiatives at the end of current fiscal year ▸ Increase sales by 25% at the end of current fiscal year through email marketing and total marketing efforts
- 8. CREATE AWARENESS OUTDOOR ADVERTISING ▸ Billboards in locations with high density of startups ▸ Highways with high traffic during morning commute ▸ Silicon Beach in Los Angeles
- 9. CREATE AWARENESS EVENT PLANNING & EXPERIENTIAL MARKETING ▸ Attend startup conference with LA’s most up-and-coming entrepreneurs ▸ Host “Choose Your Own Adventure” game using Sandwich’s videos on TVs ▸ Work with brand ambassadors and offer Sandwich- branded freebies with social media handles and web address
- 10. BUILD AWARENESS INFLUENCER MARKETING ▸ Connect with MarieTV, a female YouTuber who educates and motivates aspiring entrepreneurs ▸ Initiate referral program through Marie that reduces initial fees of a consultation with Sandwich ▸ 350,000 subscribers ▸ 183,000 Twitter followers
- 11. BUILD AWARENESS PAID ONLINE MEDIA ▸ Pre-roll ads targeted towards key demographic on YouTube ▸ Engage with consumers who follow YouTube channels like MarieTV through with promoted posts and banner ads
- 13. DRIVE TRAFFIC TO WEBSITE SEARCH ENGINE OPTIMIZATION ▸ Content marketing ▸ Regularly update blog with relevant “behind-the- scenes” content and innovations in the industry ▸ Upload videos from client work ▸ Research keywords and seasonal trends ▸ Optimize the website with tags, concise URLs and a seamless user experience
- 14. INCREASE SALES EMAIL MARKETING CAMPAIGN ▸ Utilize MailChimp to create monthly newsletter to connect with target audience ▸ Drive traffic to website with links to blog posts and client videos ▸ Offer tips and motivation for emerging entrepreneurs, guest Q&A’s with successful entrepreneurs and news about trending startups in the US
- 15. DRIVE TRAFFIC TO WEBSITE PAID SEARCH ▸ More targeted approach to reach specific audience ▸ Display a special offer for a limited time to customers who schedule a consultation with Sandwich
- 16. DRIVE TRAFFIC TO WEBSITE LOCAL LISTINGS ▸ Manage Sandwich on Google local listings to ensure that it appears on top of the large variety of alternatives
- 17. INCREASE SALES
- 19. INCREASE SALES TOTAL BUDGET ▸ Billboard advertising, influencer marketing, event planning, online advertising, paid search and email marketing campaign are top drivers of the budget ▸ Total budget: $70,000